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SONIM

Group Composition:

StephenBradJacobAstrid

SCRATCH RESISTANT DISPLAY

WATER RESISTANT FROM ANY ANGLE

IP 54 CERTIFIED

MIL 810F CERTIFIED

DUSTPROOF

DURABLE KEYPAD

HEATRESISTANT UP TO+ 60 C

WATER RESISTANT

BLUETOOTH 1.2

Product – Sonim XP1

Advertising Objective

• Problem– Primary focus on function and features

http://www.youtube.com/watch?v=T_ReG7YhRNo

• Objective– Through integrated brand promotion we strive to amplify

Sonim’s brand awareness and thereby increase sales by 40% during 2009

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• In 2007 82.4% of American’s had a cell phone

• American favor cell phones over land lines

• American teenagers view cell phones as vital to their identity

http://www.switched.com/2007/11/14/82-of-americans-own-cell-phones/

http://www.msnbc.msn.com/id/23486819/

http://news.cnet.com/8301-1035_3-10041377-94.html

Current Situation

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• Population 303.8 million

• Growth rate (est. 2008) 0.88%/ 1.16%

• Male 150 million• Female 153 million

• 225 million cell phone owners

• Literacy rate of 99%

• Language: English 82%, Spanish 11%, others 7%

• Geographic Distribution: 38% Atlantic Coast (East), 16% Pacific Coast (West)

» 12% Gulf of Mexico (South)

Age distribution in the U.S.

Age 0-1420%

Age 15-6467%

Age 65 and older13%

Market Information – USA Demographics

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Market Potential

Current Situation - SWOT

Internal Strengths:• Superior features• Extended warranty

Weaknesses:• Small company vs. mobile

conglomerates• Limited brand awareness

ExternalOpportunities: • No direct competitors focus

on B2B

Threats:• Technological development• Big companies might pick

up the idea

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Consumer Segment

• Extreme/Outdoor sports

The Target Audience

Business Segment

• Construction Industry – 7.7 Million jobs

• Truck Transportation and Warehousing – 2.1 Million jobs

• Military (active personnel) – 1.4 Million jobs

• Agriculture - 2.2 Million jobs - one of the largest industries in the US

Source: US Bureau of Labor Statistics http://www.bls.gov

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Sony Ericsson C702

• Strengths– Email/music capabilities– 3.0 MP camera– Design

• Weaknesses– No Push-to-talk capability– No Military Specifications– Relatively poor battery life– Assisted GPS needs to track data usage

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Samsung phone(SGH-M110)

• Strengths– Email/music capabilities

• Weaknesses– No Push-to-talk capability – No Military Specifications – No extended warranty (no in-store replacement) – Smaller screen 1.52 inch

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Feature comparison

Sony Ericsson C702

Samsung (Q4)

SonimXP1

SonimXP3

Ruggedization Yes No Mil Spec Mil Spec

Water proof IP57 IP54 IP54 IP57

Java support Yes Yes Yes Yes

Bluetooth Yes (2.0) Yes(1.2) Yes(1.2) Yes(2.0)

Camera 3.0 VGA No 1.3mp

Picture/Video Yes No No Yes

Email/Music Yes Yes No No

Fixed Plan No No No No

Extended Warranty No No Yes Yes

PTT (Press to transmit)

No No Yes Yes

Assisted GPS Yes No No Yes

Batt. cap. (mAh) 950 1000 1100 1850

Talk Time (hrs) 3.5 8 8 14

Stdby Time (hrs) 350 400 820 1100

Positioning of the Sonim XP1

• Sonim’s targets a specific micro niche market • According to Sonim CEO/President, Bob Plaschke when asked whom they

are targeting, “people who work or play in extreme environments…very aggressive outdoorsmen” (Palenchar, Joseph. (2008, October 27). Sonim targets extreme-phone micro niche. TWICE: This Week in Consumer Electronics, 23, (22) 62. Retrieved Nov 29, 2008, from Academic Search Premier database.)

• Annie Seel, a Rally Car Racer, endorsed the Sonim XP1 by making it her and her team’s official handset

• Sonim held a “World’s Toughest Phone Tour”– People threw, kicked, shot phone– Put in oven and freezer

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Positioning of Positioning of the Sonim XP1 – Interviews the Sonim XP1

• Held 2 in depth interviews – one with an extreme sportsman, and one with a Project Manager for local Northern California roofing company, Traditional Slate and Tile, Inc.

• Extreme sportsman has gone through 4 phones in last 3 years

• Project Manager’s company has gone through over 20 phones in last 3 years

• Both thought durability of Sonim’s phones was single best feature

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Why Should You Believe This?

• Keypad buttons tested to 500,000 pushes

• Oversized buttons and antiglare screen, also scrach resistant

• Industry’s 1st submersible phone

• Withstand 100 3-meter drops on concrete

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Tone and Feeling

• Affective feeling association

• Factual advertising appeal

• Real life individuals used to deliver the message

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