Bphone and its pity

The article expresses the author's point of view: Do Hoa, CEO of Essence of Governance

As an outsider, I analyzed and evaluated Bphone case from a market perspective and I based on information from the market, through newspapers, social networking combined with the content of interviews with Thanh Nien newspaper (http: // thanhnien .vn / cong-nghe / tham-vong-cua-quang-no-876506.html)

Nguyen Tu Quang, CEO of BKAV, said that "There are two types of competition in the market. The first one is a business strategy that is based on technological ability to make a high-level product.

The second strategy, mainly applied by Chinese manufacturers, is based on price and configuration. This means a product with very high configuration but extremely low price".

However, BKAV chose the first way because focusing on cheap is very easy to get trapped in the brand.

In fact, BKAV must research and analyze more carefully about high-level positioning strategies to see if they have the appropriate capacity to follow that strategy.

Based on what the Bphone has released on 2015 and 2017, it's hard to say that the Bphone has the technological superiority. So what do the consumers base on to see Bphone as a premium brand as BKAV wants?

With Bphone, I think that high-level positioning is too difficult because they have too many unfavorable conditions. Bphone is a new phone so there are 2 main sources consumers based on to feel about the Bphone. First source is from the birth company, BKAV company and the second one is from CEO, Nguyen Tu Quang.

Bphone's father is BKAV, Vietnam's anti-virus knight and BKAV is clearly not as good as Apple, father of IPod, IMac and Iphone. With the Bphone, consumers have to struggle to answer how a Vietnamese anti-virus company can produce a smartphone?

The iPhone brand insider is Steve Jobs, a two-in-one genius: technology and marketing. Meanwhile, the head of Bphone is Nguyen Tu Quang, an anti-virus knight and known as "exaggerator".

It is unbelievably for a company that writes anti-virus software can make high-level smartphones and it's even more unbelievable to say that this product's quality is as high as the iPhone.

Challenges in first and second points may be handled through media. However, through the launch of Bphone 1 and 2 and its follow-up marketing programs, it's easy to see that BKAV does not have the resources to change its position.

After launching, BKAV almost have no program to support brand positioning. They also have no program to solve the "Difficulty 1" and "Difficulty 2" above.

This shows BKAV's limitation in marketing, communication and PR capabilities.