Feb., 2016SVW Skoda Vehicle Demo System Project Proposal

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Contents

O v e r v i e w

A l l - n e w M o d e l

Sy s t e m a t i c D e p l o y m e n t

A c t i o n P l a n

A p p e n d i x

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O v e r v i e w

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1.1

2 0 1 6 i s t h e f i r s t y e a r o f C h i n a ’s a l l - ro u n d e f f o r t a t i n n o v a t i o n . T h e a g e o f

“ I n t e r n e t + ” m a ke s m o b i l e d i g i t a l m a r ke t i n g u n p re ce d e n t e d l y c r i t i ca l . W i t h t h e

co n t i n u o u s s a l e s g ro w t h o f t h e S V W S ko d a b ra n d , a v e h i c l e d e m o s y s t e m f e a t u r i n g

r i c h co n t e n t , b e t t e r u s e r ex p e r i e n ce a n d co n v e n i e n t m a n a g e m e n t b e co m e s v i t a l .

T h i s s y s t e m ca n s e r v e a s a w a y o f i n b o u n d m a r ke t i n g a t a u t o s h o w s v i a m o b i l e

a p p s a n d ke e p s a l e s co n s u l t a n t s a cco m p a n y w i t h d e a l e r s a l e s p ro ce s s a n d t ra i n i n g

t o e n h a n ce b ra n d i n f l u e n ce a n d p ro d u c t s a l e s i n a n a l l - ro u n d w a y.

Overview / Background

1.1

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Skada

IPOSet

Overview / Status Quo & Problems

S i t u a t i o n a l t h o u g h t

S a l e s t o o l

(4S store for merchandising)

A u t o s h o w t o o l

(Auto show inbound marketing)

All-new

Superb

New Octavia

E helper

Tra i n i n g t o o l

(Internal training whenever necessary)

Management

Experience

Examination

Situational thought rigidifies service situation and discourage sales consultant with

applied range, complex shift and high cost of post-stage operation and maintenance

The common problem of three demo tools are the inconvenience of user experience, good-looking development rather than pragmatic solutions to the problems confronting sales consultant

The existing demo system lacks standardized brand norm which causes uncomfortable

feelings among consumers and undermines brand influence

S a l e s co n s u l t a n t

1.2

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Management Experience Examination

S i t u a t i o n a l t h o u g h t i s t h e m i s u n d e r s t a n d i n g o f s y s t e m p l a n ,

a n d t h e co re m i n d - s e t o f s y s t e m p l a n s h a l l b e b a s e d o n a n

o v e ra l l v i e w p o i n t f ro m t h e u s e r

Overview / Summary

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1.3

1. Moving product

2. Premium service

3. Good reputation

4. Reasonable price

5. Quick response

O v e ra l l t h i n k i n g n e e d

Dealer

Manufacturer

Sales consultant

1. Solid management and control

2. High-caliber talent

3. Good reputation

1. Standardized management

2. Prompt information collection

3. Reasonable cost control

1. Convenient use

2. Quick deal

3. Longtime social networks

S m a r t s y s t e m i t s e l f i s n o t e n o u g h f o r g o o d a c h i e v e m e n t s a n d

re p u t a t i o n a n d i t s u s e r w i t h p ro p e r m e t h o d i s t h e ke y

Overview / Core mind-set

Consumer

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B u i l d a s m a r t d e m o

s y s t e m f o r s a l e s

a s s i s t a n ce w i t h

co n v e n i e n ce , h i g h

e f f i c i e n c y a n d p l e a s u re

i n t h e e y e s o f i t s u s e r s

Smart marketing

Smart helper

Smart management

(Dealer)

(Sales consultant)

(Manufacturer)

• Portable sales terminal facilitates sales campaigns for sales consultant out

of the exhibition hall

• Unified and normalized product demo illustrates the rhetoric and features

• Leverage visual digital situations to show customers selling points and

technological features previously inaccessible

• Prompt update of competitions information

• Carry-on database for study and exchange, any time, any place

• Standardized product value demo tool to improve product recognition of

sales consultant and shorten the decision time of consumer

• Normalized reception and service process for sales consultant to improve

sales satisfaction

• Ensuring the prompt and comprehensive collection of customer

information

• Rationalize management of product information and unify brand norms

• Keep pace with customer concerns at any time to fine-tune sales

communication strategy

• Count the number of customers and review channels of visit and ad effect

• Follow up the spot test of customer details and check the accuracy of

customer information from 4S stores

Goal

Overview / Project goal

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A l l - n e w M o d e l

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Product highlight/ Brand TVC / exhibition hall reception

Competition

analysis

Test drive message

Car purchase quote

Customer

information input

1.Auto show reception

2.Competition exception

3.Test drive booking

4.Potential customer quote

5.Potential customer records

All-new Model

Exhibition hall process

Auto show processSmart marketing

(Dealer)Smart helper

(Sales consultant)

Smart management

(Manufacturer)

Intentional customer

follow-up

Potential customer

tracking

Rights managementData management

Training tool

Application monitoring

Information collection

Decision analysis

1.Inviting customer 2.exhibition hall reception

3.Requirement analysis 4.Six-part vehicle introduction

5.Test drive 6.Business talks

7.Value-added

service and

deal

8.Vehicle delivery

and specification

9.Cultivation of customer loyalty

Brand TVC

Product

highlights

Upgrade in

and outCar purchase quote

Competitions

analysis

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2.2

Skada

IPOSet

S a l e s t o o l

(4S store for merchandising)

A u t o s h o w t o o l

(Auto show inbound marketing)

All-new

Superb

New Octavia

E helper

Tra i n i n g t o o l

(Internal training whenever necessary)

S a l e s co n s u l t a n t

All-new model / Old vs New

Old

NewAuto show process

Exhibition hall

process

Training

resource

Smart marketing

(Dealer)

Smart helper

(Sales consultant)

Smart management

(Manufacturer)

Intentional customer

follow-up

Potential customer

tracking

Rights managementData management

Training tool

Application monitoring

Information collection

Decision analysis

Information

collection of

potential

customers

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All-new SVW Skoda

Smart Demo System

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All-new SVW Skoda Smart Demo

System Icon Design

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Sy s t e m a t i c

D e p l o y m e n t

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A

B

C

D

E

F

G

H

User experience process

Protocol planning

Visual rules

&

regulations

Visual demo

Backoffice function

&

Rights management and control

Data security

Server deploymentSystem

structure

&

Function

planning

Systematic Deployment

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Systematic Deployment / A. System structure & Function planning

Consumer

Sales consultant

Sales director

General function

Skoda Smart Assistance System

Showroom

Merchandising

Management

Customer tracking

Account management

Model Comparison

This product

Competitions

Model Demo

Equipment List

Test drive Booking Features

Customer Management

Car purchase Calculation

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3.3 Systematic Deployment / B. User experience process

Exhibition hall model

Sales model

Management model

Model Demo

Model Comparison

Equipment List

Test drive Booking

Features

Customer Management

Car purchase Calculation

This product

Competitions

Start PageMain Page

ID Login

Login

Exhibition

Sales

Customer Tracking

Account Management

Administrator

Sales

Correct Wrong

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Start App

Car Experience

Manager Tools

Login

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Systematic Deployment / C. Core prototype planning

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Systematic Deployment / D. Visual presentation / Start interface

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Systematic Deployment / D.Visual presentation / Model demo

Click on the right

half for function

highlight

introduction

Click on the left

half for change

the style

Slide to choose a

model

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Systematic Deployment / D. Visual presentation / Login interface

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Systematic Deployment / D. Visual presentation / Animated demo of the login interface

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Systematic Deployment / D. Visual presentation / Sales consultant login

Random options of

major regular

functions after

login

Preview of the

number of tracked

potential

customers

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Systematic Deployment / D. Visual presentation / Function highlights

Have 360-degree

experience at your

fingertips

Slide to check

model highlights;

slide up for

highlight details

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Systematic Deployment / D. Visual presentation / Original animated demo of function highlights

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Systematic Deployment / D. Visual presentation/Upgrade in and out / color change

Click on the

body and slide

to choose a

color

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Systematic Deployment / D. Visual presentation / Upgrade in and out / Hub change

Click to find

various effects

upon hub

change

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Systematic Deployment / D. Visual presentation / Original animated demo of upgrade in and out

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Systematic Deployment / D. Visual presentation / Equipment chart

Slide up and down

for models with

various equipment

Slide up and down

to check major

features and

selling points

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Systematic Deployment / D. Visual presentation / Model comparison

Slide up and down

for various

competition’s’

models

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Systematic Deployment / D. Visual presentation / Detailed comparison

Slide to get

equipment and

parameter

comparison

The clear

comparison of

detailed

parameters

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Systematic Deployment / D. Visual presentation / Original animated demo of model comparison

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Systematic Deployment / D. Visual presentation / Test drive booking

Information input

of customers who

are the first to

book test drive

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Systematic Deployment / D. Visual presentation / Car purchase calculator

Model quote shift,

easy input of

various fees,

professional

estimate

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Systematic Deployment / D. Visual presentation / Customer management

Quick filing of

potential customer

information

Sales consultant to

track and update

regular data of

potential

customers

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Systematic Deployment / D. Visual presentation / Sales message monitoring (Sales Director)

Sales Director to

summarize

potential customer

information

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Systematic Deployment / D. Visual presentation / Sales management (Sales Director)

Sales Director

facilitates tracking

potential customer

conditions and

assigning return

visit

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Systematic Deployment / E. Visual rules and regulations / Mark specification & font application

ColorText Size Weight

Stroke Thickness Color Position

Solid color background

Effect specification

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#91cb7f

#806d4f

Systematic Deployment / E. Visual rules and regulations / Color rules and regulations

White and grey coupled with black and green to form the color scheme. Interface development design in the future is based on the color scheme to guarantee unified visual impression and support brand assets.

All buttons and links use alternative elements and colors

All text and element color to be highlighted

Text

Reminder

Highlighted elements Alternative elements Background

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Systematic Deployment / E. Visual rules and regulations / a. Interface layout

Element, target and interface margin (left and right): 60px Elements margin (top and bottom): 180px Paragraph and interface margin (left and right): 455px Photos, films preview, audio media player, textbox, buttons in the interface remain a margin of 140px while extend the width

Basic page layout

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Systematic Deployment / E. Visual rules and regulations / b. Interface layout

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Systematic Deployment / E. Visual rules and regulations / basic alternative elements

1 / B1 State after selecting the alternative button

2 / B2 State of not selecting alternative button

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Systematic Deployment / E. Visual rules and regulations / Equipment application standard for sales consultant

Stance of sales consultant holding iPad

Squat of sales consultant holding iPad and talking with a customer by the

vehicle

Stance of sales consultant talking with a customer

Sales consultant sitting by the desk and talking with a customer

Sales consultant sitting in the vehicle and chatting with an iPad

Sales consultant training himself by sitting with an

iPad

3.31

VIP

OP

ID

GT

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Systematic Deployment / F. Backoffice function & rights management and control

Basic dealer data management Administrator account establishment

Potential customer data Releasing update of some APP data

Test drive and quote data storage Data output

APP usage

Test drive statistics

Quote statistics

Page for customer quote browse Page for test drive application by

scanning QR code Page for Mini highlight demo

1. Account management

2.Data

3.Statistics

4. Scanning QR code to book

Backoffice

function

Rights

management

Dealer Sales Director rights management

Manufacturer rights management

Salesmen rights management

Consumer

i P a d

10M25,000

4CORES 8G

3.32

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Text and photo of any new models, competitions data and TVC will all be taken as a single data pack and to be downloaded and updated through App

App structure update

Sales consultant can download and install the newest software from the updated version and

model released by Amber on APP Store and the old data can be kept by covering the old version on iPad

App model data updateDELL server

Telecom Unicom

BroadbandCPU RAM

visiting data on the network

peopleSupport

Systematic Deployment / G. Server deployment

B

A

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Systematic Deployment / H. Data security

Server maintenance

Technical support

Security management and controlID／Data security

Server security1. Special chart to conduct regular check

of the management and maintenance of server operation专system and carry out emergent solutions if necessary

2. Regular data storage and backup 3. Data recovery upon emergency

1. Real-time technical tracking and trouble-shooting on the phone

2. E-Mail reply within 48 hours

1. Identify sales consultant and director via user name and password check

2. Manage and control user’s expiry date to ensure data security

3. Encrypt the transmission of important data to ensure security

1. Entrusted large IDC server room

2. Minimum visit rights control strategy

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A c t i o n P l a n

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Action Plan / Comprehensive maintenance and support

Amber trainer & APP senior product manager

1.Amber trainer

Face-to-face training for sales consultant and give instruction in the general problems

2.Amber APP senior product manager

Give instruction in iPad use and operation and answer questions of APP use

2016

4.2

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Action Plan / All-new SVW Skoda Smart Demo and Sales System

All-new SVW Skoda Smart Demo and Sales System

(Kick-off time)Feb 19

Done with UXUI design

Feb 29

Phase I

Demo hall version

Mar 31 Phase II

Sales consultant &

management version

May 31

10 working days

24 working days

42 working daysDevelopment period

Development period

Model demo (feature highlight & facelift)

Equipment chart Test drive booking

Backoffice basic dealer data input One model data input

Models comparison Car purchase calculator

Potential customer tracking management Backoffice management function

Continuous model data update Production of Mini HTML 5

3 and a half months

Jan Mar June

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4.3 Action Plan / Team Structure

CS Department

Training Department

Product Department CG Department Testing DepartmentNetwork DepartmentProgram Department

Project Head

CS Manager Product Manager UI Design Director

UI Visual Instructor

3D Director iOS Program Development Manager

Online Program Development Manager

iOS Test Manager

Senior UI Designer

UI Designer

H5 Online Program Developer

iOS Test Engineer

iOS Program Developer iOS Interactive Animator iOS Program Developer

Trainer Copywriter

Senior 3D Modeler

Senior 3D Animator

Senior 3D Render Artist

Interactive Manager

UI Department

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A p p e n d i x

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5.1 Appendix / All-new Touran L & All-new Passat launch training VR experience

Storm VR glasses

Smartphone

SVW VR experience enables users to immerse themselves in the situation, acquire new knowledge, improve emotional and rational understanding, deepen the conception and come up with new perception so that the creative thought of the trainees are sparked and their sales capability completely enhanced.

5.2

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Appendix / In-depth analysis of LEAP MOTION EA888

The in-depth analysis of SVW LEAP MOTION EA888 real izes a-thousand-people training, appl ies experiential interaction over the training process to help trainees digest the knowledge from simplified explanation and address technical problems easily plus enhanced content memory.

#6.1 虎魄APP作品分享

1 Customising toolbars for ease of use

2 Working with the basic grid

3 Working with bullets and indents4 Working with automatic numbering

5 Bullets in tables

6 Header and footer

5.3

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Appendix / Original accessory e-commerce platform iPad version

The original accessory e-commerce platform brings users easy experience of the product advantage and facilitates marketing and ordering for sales consultant

5.5

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Skoda original accessory e-commerce platform mobile version uses cross-platform technology between PC and mobile ends in a bid to provide customers with convenient shopping experience and to build an aftermarket featuring “internet+” in auto sector.

Appendix / Original accessory E-commerce platform mobile version

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Amber, by cleaving to the development concept of

“Innovation, Pleasure & Experience”，

is dedicated to the service of

“Professionalism, Solidarity and Innovation！