StrategyCaseStudy.ppt

GBS S&T Bootcamp Problem Solving Class Case Study: Hanvon Ebook Reader,2,2,Agenda,E-Book Reader Overview 电子书阅读器的概述 IPad Impact: IPad VS. Kindle IPAD的影响：IPAD VS 电子阅读器 Facts of Hangvon EBook 汉王电子阅读器的实际情况 Appendix: Strategy recommendation for: Amazon, Sony, B&N 附录：亚马逊、索尼、B&N的战略介绍,3,What is an E-Book Reader?,It is a handheld(掌上电脑，手持式) device (设备)for reading books published in an electronic format.,E-Book Reader display(显示，展示) technology: E-ink(电子墨水，电子纸),Usually Black & White Excellent battery life (up to a month) Anti-glare screens Slow page turns Less eye fatigue than LCD Usually no backlighting cant read it in dark Screen looks great in sunlight Similar to an Etch-a-Sketch,E-ink Features,What are the benefits（优势） of E-Book Readers over print books(印刷书)?,Large capacity: a typical eBook reader can hold hundreds of titles in the space of a thin hardcover book. Ease of purchase: With wireless eReaders like Amazons Kindle, it is quick and easy to buy and download books. Inexpensive books: Priced cheaper than hardcovers.,Most current eBook readers can hold at least this many (500) books Some can hold several times this many.,Drivers of growth for E-Book Readers,User analysis(分析),Key players positioning(市场定位) strategy,Market size forecast,10,10,Agenda,E-Book Reader Overview IPad Impact: IPad VS. Kindle Facts of Hangvon EBook Appendix: Strategy recommendation for: Amazon, Sony, B&N,LCD Features,Color Relatively mediocre battery life (less than 10 hours) Often use glossy screens Lightning-fast refresh rate permits gaming and video. May cause eyestrain during long reading sessions Backlit screen allows easy viewing in dark Not good in bright sunlight,IPad is coming, will the game be changed?,Apples iPad: A multifunction device with a color touch screen and wireless connectivity, the device does much more than display books. Apple sold over 300K on first day and over 450K in first week.,IPads market influence,Multifunction vs. Dedicated Device,Is it better to buy a device that is pretty good at a lot of things or a device that is really good at one thing?,vs.,Kindle vs. iPad: The Champ vs. The Challenger,14,14,Agenda,E-Book Reader Overview IPad Impact: IPad VS. Kindle Facts of Hangvon EBook Appendix: Strategy recommendation for: Amazon, Sony, B&N,The history of Hanwang Technology,1998年，而刘迎建带着技术从中科院下海却是在1993年。大学毕业之后，刘迎建被分配到部队，他对手写技术的研发也正始于此。 汉王的手写技术主要包括识别手写文字的软件技术和输入手写信息的硬件技术两大块。下海之后，刘迎建结识了一位来大陆找项目的台湾商人，手写识别技术被其一眼相中。通过技术授权，刘迎建赚得了8万美元。在香港的一个软件展览会中，刘迎建又认识了名人公司的老板佘德发，他们讨论将手写识别运用到PDA上，最后刘迎建将手写识别技术以10万美元的价格转让。这两笔收入就是刘迎建组建公司“中自汉王“的第一桶金。 手写技术一直是汉王的重头戏。2006年，在面向PC的手写识别套装产品市场上，汉王占到了70%的份额。2008年，无论是手写识别的产品市场，还是技术授权市场，汉王都保持在70%以上的市场份额。 从上个世纪90年代开始，刘迎建一直走在人机交互的市场里，根据2007年中国软件产业研究报告，此前这个市场每年的增长幅度只有10%至15%。 e-ink就是此时刘迎建的希望所在，透过这一块小小的屏，他仿佛看见了未来的盛世美景。 2008年，汉王试水电纸书。当年的产能为14000套，当年达产14521套。爆发式的增长在第二年迅速到来。 2009年，汉王电纸书的产能迅猛增长为15万套，同年产量却翻了倍，达到27.6万套。为了给电纸书这个新宠让路，昔日旧爱手写产品线全面收缩，40万套产能最后只生产了26.6万套产品。 刘迎建为电纸书投下血本，为其铺平了一条风光无限的康庄大道。当年，年营收不过两亿多一点的汉王砸下一亿给电纸书做广告。一时之间，铺天盖地的宣传攻势席卷而来，大幅海报背后是汉王迅速坐大的龙头地位。,理财周报，2010-09-06,Hanwang finance performance,Key facts of China E-Book Reader Market,2007-2009 China E-Book Reader Market Structure, by consumer type,2009 China E-Book Reader Market Structure,Hanvon and its major competitors,Hanwang is facing challenges from,Internal: Production capacity limitations The lack of content and the alliance with publishers Rely too much on sole sales channel (PC mall 70%) External: Too many invaders: Shengda, Founder, China Mobil Kindle, Sony IPad BlackPad?,Questions,What is your strategy recommendation for Hanvon? 5 pages slides maximum Follow the rule learning from todays class 5 minutes presentation,21,21,Appendix,Recommended Strategy For: Amazon-Kindle Sony eReader Barns & Noble-Nook,Amazon needs to develop a strong ecosystem while accelerating e-book adoption.,22,Internet Portals,Other Content Distributors,CE Device Makers,Publishers,Book Sellers,Rich opportunity is widely recognized. Multiple companies are converging on the same target from different directions. Strong alliances with ecosystem will be important to future success.,Based on current results and market conditions, we recommend Amazon shift its focus to deploying a “Content Marketplace” across devices and introduce a $50 Kindle unit in time for the holiday season,23,Knowledge of the Need,Existing need/market that we currently serve,Knowledge of the Solution,Existing solution that we currently use,Bubble Size = Net Income 2014,Competitive Pressure,High,Medium,Low,Existing solution that we currently do not use,New solution,Existing need/market that we currently do not serve,New need/market,Content Market,Kindle DX,Kindle Lite,Our strategy is to become the e-reader partner of choice for retail booksellers,Milk and Maximize,Partner to Win,Go Away and Die,Given B&Ns market position and industry dynamics, we recommend using the eReader and SW options to grow “Share of Titles”,31% share of offline market 12% share of online market $6.9 billion in revenues 70% of revenue from Top Consumers 1% of sold titles are eBooks Growth of eReaders and eBooks anyones guess “Activist” investor eyeing valuable real estate and concerned about over-investment in emerging eReader / eBook market,Invest in the nook ! Leverage brand / customer base / loyalty - Monitor top-customer growth & migration to eBooks (how many, how much) Hedge on eReader and SW play as much as needed to grow - Prepare for low-cost “Nooklit” - Motivate customers to come to stores via nook tie-ins - Continue SW investments use SW as long term play to drive B&N eBook purchases on any device,Current Situation,Recommended Strategy,We believe that the Nooklit can become a differentiated offering. similar to Wiis differentiation from XBox360 & PS3,China sourced, super cheap, purpose built Nooklit is targeted at $50 retail price Extensive titles through very attractive content provider contracts Surrounding in-store and on-line promotions can make it free with 15 purchases,Browser Adverts PC Features Ext Titles Price Form Factor Store Loyalty,Sony,Kindle,Nooklit,Low,High,Offer Level,