Bangkok--24 Sep--Weber Shandwick
Invites university students to compete in a battle of ideas by designing mobile phones that synergize with marketing strategy
i-mobile has joined forces with Industry Designers Society Thailand (IDS) in launching the “i-mobile Creative Synergy Award” competition, which requires the contestants to submit cell-phone designs along with a marketing communication plan. The project has the support of the Office of Product Value Development in the Department of Export Promotion; the Thailand Creative Design Center (TCDC); and the National Innovation Association (NIA). Its objective is to spur university students nationwide to brainstorm with the goal of coming up with ideas for creative mobile-phone designs coupled with outstanding brand-building plans. To attract wide participation, on offer are attractive prizes worth more than 100,000 baht and numerous special privileges. The champion team will be rewarded with a trip to attend a workshop with a famous company abroad together with the opportunity to play an active role in the development of products for the Thai and worldwide markets. i-mobile is confident that the young-blood product designers recruited as a result of this project will contribute towards enhancing the country’s competitiveness in the product design industry in the future.
Mr. Thananan Vilailuck, President of Samart i-Mobile Public Company Limited, said: “i-mobile Creative Synergy Award” is a project initiated by i-mobile in collaboration with Industry Designers Society Thailand (IDS) with the objective of stimulating interest in mobile-phone design, which is a rather specialized discipline that requires a focus on user-friendliness and the real needs of the user, as well as in the formulation of strategic marketing plans to boost product awareness. In addition to submitting their efforts to compete in the contest, students will gain useful knowledge of design and marketing planning from experts in each of these fields to supplement the development of their masterpieces. i-mobile is prepared to apply the ideas and product designs arising from this project to actually develop products for placement in the marketplace for real. We are prepared to launch and promote them to compete in the international arena.
“Developing mobile-phone designs via this “i-mobile Creative Synergy Award” project is in line with i-mobile’s vision of becoming an international leader in the communication business by offering integrated mobile-phone products backed by high-quality content and service through the widest range of distribution channels possible. An important component of making this mission successful is the creation of brand differentiation by developing products with ODM (Original Design Manufacturer) unique designs through the selection of premium-level gadgets as well as the development of content and applications that meet the needs and lifestyles of the users in each country. That’s how i-mobile cellular phones excel — by emphasizing on superior quality and complete functionality at true value-for-money prices that attract the attention of all users.”
This year, i-mobile received the Design Excellence Award 2009 (DEmark) presented by the Office of Product Value Development in the Department of Export Promotion, Ministry of Commerce, for its i-mobile TV 620 cell phone. The award continues the company’s long series of successes for product design. In 2008, the i-mobile 520 cell phone received the DEmark award and the Good Design Award 2008 (G-Mark) from Japan. Moreover, Samart i-mobile also received the Prime Minister’s Export Award in the category of Thai Owned Brand, implying that i-mobile is not only a leading brand in Thailand but that it also expands its business to foreign countries like Laos, Cambodia, Malaysia, Bangladesh, Indonesia, India, the Philippines, and the United Arab Emirates.
Mr. Ditaphon Chantraurai, AVP, Product Marketing, Samart i-Mobile Public Company Limited, said: “The rationale for holding ‘i-mobile Creative Synergy Award 2009’ is the notion of wanting to synergize marketing knowledge and new design ideas. The student-contestants who successfully pass the short-listing round will proceed on to take part in a product design and marketing communication workshop, at which they will develop two types of mobile phones, namely, a Bar Type and a Touch Phone. Their designs must be practical, with mobile-phone functions and features that take into consideration the whole process from product development right up to the formulation of an integrated marketing plan.”
Mr. Makorn Chaowanich, Chairman of Industrial Product Design Association of Thailand, and CEO of Cerebrum Design Co Ltd, said: “This contest is different from any other in that it includes in the same project the element of ‘synergy’ that marries creative design with strategic marketing planning. So, three to four design and marketing university students from the same institution, or different educational institutes, will have to learn to work together as a team to generate ideas that will result in a perfect masterpiece. This is a wonderful opportunity for them to study work guidelines that are applicable in real-life situation in the future. This project is supported by several organizations, whose representatives will share their knowledge as well as act as the panel of judges deciding on the entries, namely, the Office of Product Value Development in the Department of Export Promotion, Ministry of Commerce; the Thailand Creative Design Center; and the National Innovation Association (NIA). In addition, everybody will benefit from the involvement of product-design academicians and practicing professionals, and marketers, all of whom will add to the body of knowledge on how to create product differentiation by means of design.”
In addition to the opportunity to show off their talents in mobile-phone design and to gain communication-equipment design and marketing skills, the winning teams will be rewarded with the following monetary prizes, plaques and certificates: The champion team will receive 50,000 baht and the privilege of attending a workshop with a leading-brand company abroad. The first runner-up will get 30,000 baht., and the second runner-up 20,000 baht. There will be two consolation prizes of 10,000 baht each. Many other privileges are on offer, such as the right to participate in three different Department of Export Promotion activities within a period of three years, and the right to be a one-year Platinum member of the TCDC. Furthermore, there is one special i-mobile Popular Vote prize of 10,000 baht and an i-mobile phone, to be given away based on the online voting at www.i-mobilephone.com. All the selected masterpieces will be developed and promoted by i-Mobile for actual launch in the Thai and foreign markets.
University students interested in entering the contest are invited to form groups of three to four members each — the members may be from the same institution or from different educational institutions —
and then download an application form from www.i-mobilephone.com. The application form, along with past design works, should be sent to Samart i-Mobile Public Company Ltd, 99/3 Moo 4, 33rd Floor, Software Park Building, Chaeng Wattana Road, Pakkred, Nonthaburi 11120, from today until October 30, 2009. The names of the contestants short-listed to take part in the competition will be announced on November 5, 2009, and they will attend a two-day workshop at the TCDC from November 9 to 10, 2009, to design and develop mobile phones for the contest. The winning teams will be announced in December this year.
For more information, please contact
Onanong Pratakphiriya / Rungnapa Charnwiset Pasana Ladapongpattana
Weber Shandwick Thailand Public Relations, Samart i-mobile PCL
Tel: 0-2343-6000 ext. 059 or 061
Tel: 0-2502-8170