Pioneer ConsultingAdrian Chao, John Kwan, Limit Pang

CURRENT CATEGORIES

• Pretty payment

• Identification

These two form the basic usage

CURRENT CATEGORIES

• Petty payment

• Identification

These two form the basic usage

New 3rd category: Lifestyle

• A personalized payment solution

• More incorporated functions

Organic LED

• Developed in 1975

• Flexible screen

• Paper-thin

• Lifetime of 5 years

• Consume 60-80% energy

• Low cost of production

Value proposition• Deliver more benefits for almost the same price

Pricing strategy• Penetration pricing

Branding strategy• Multi-brand approach (Dragon Fly)• Establish leadership in a new Smartcard category

八達通 OCTOPUS飛龍通 DragonFly

• Years 1 – 3 • Product development • Market research

• Year 4 – 5• Seek company partnerships• Testing

• Years 6 – 10 • Full implementation

Applications

– Lifestyle Category (Year 1 onwards)• Transportation information

– Train/flight arrival time– Time– Weather– Map Service

• Gaming

Applications

– Identification Category (Year 4 – 5)• Library card• Discount membership

Applications• E-PURSE FUNCTION

• 2- Dimensional Transaction (Year 2) Petty transaction between people

• Checking Balance (Year 1) Automatic acknowledgement

• Remote ordering (Year 3) Receiving menu; ordering food

Profits

• Premium on price of the device

Generations Strategy

1st G: Year 62nd G: Year 83rd G: Year 10

1

2 31

3

4

2

4

1 Advertising (Year 4 onwards)

Ways to Profit

• Commission fees (Year 4 onwards)• From business clients

• Ratio of dollar recharged• Per order-taking• Partnership fees

• From individual users• Per new function usage

Conclusion

• Core values

• Profitable initiative

• Change the lives of Hong Kong people