Innovation or Commoditisation presentation by Wileyfox
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PowerPoint deck presented by Wileyfox CEO, Nick Muir at Mobile World Congress 2016 during a panel on Monday, February 22, Devices: Innovation or Commoditisation?
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Innovation or Commoditisation presentation by Wileyfox
Notas del editor
- Good afternoon. I’m Nick Muir, the CEO of Wileyfox.
- This time last year I stood on a platform not dissimilar to this, representing Motorola as the UK’s general manager. And now here I am, heading up a new mobile phone brand in a saturated market, dominated by a duopoly that, on paper, we don’t have a hope of challenging. The question everyone – colleagues, friends, family - asked was ‘are you mental?’ Let me tell you why I’m not…
- Mobile phones are commodities, not luxuries, and they need to be affordable. People are tired of being ripped off and paying over the odds. Of paying a premium to subsidise the costs of swanky steel and glass offices, corporate hospitality laden sports’ sponsorships, flagship stores, legacy pensions. People are sick of being shackled to expensive, restrictive two year operator contracts that they were forced to take out because they couldn’t afford to pay for a phone upfront. PURCHASE JOURNEY You arrive at a shop, bombarded by billboard and carrier driven duopoly sponsorship IF you re one of the 20% without a shortlist, you’ll be attracted to the high cost hero wall positions If that doesn’t sway you, you’ll be nudged in the direction of the manufacturer that has the high cost incentive Then you need to buy on contract to afford the cost of the device, which has been driven up by the cost of the billboards… And, well, you get the picture… The existing purchase model is SELF SERVING and doesn’t put the end user first.
- At Wileyfox, we are using commoditisation to innovate. THE FRANKENSTEIN MODEL We use Tier 1, currently available components to build our phones. Due to the laws of supply and demand, these components are very competitively priced, enabling us to keep costs low. We sandwich the best ones together – hence the Frankenstein nickname BUT WITH A MAKEOVER We wrap our phones in branding you’re be proud to be seen with. From the soft-touch back and our bespoke, orange metallic detailing to our distinctive, fox’s head come shield come people in conversation icon And then we sell our phones online, through partnerships with Amazon and other leading e-tailers. Thus avoiding the high street to reduce our bill of sale. Passing all of these benefits and savings on to you, our customers. To give you the freedom to shop around, to get the best SIM-only deal from an operator like our good friend Telefonica here. Or perhaps one of the cheaper MVNOs.
- But why stop there? Because what we’ve also done is make our hardware equally about the software. Cyanogen is, without doubt, the most innovative mobile operating system. Enhanced privacy and security. Enhanced customisation and personalisation. Faster browsing. No bloatware. The ability to choose the apps you want to use and delete those you don’t. And with the MOD announcements they’ve made this morning, the option of integrating services into the operating system itself. But if that wasn’t enough innovation, we offer continual software updates. Cyanogen automatically upgrades Wileyfox phones to the latest version of Cyanogen and Android. The software on our phones does not go out of date.
- We don’t see the debate as innovation or commoditisation. We see it as innovation through commoditisation, which comes from putting the customer first and creating a business around their wants and needs. And we are delivering what they want. Even before we started shipping in the UK last August, we were the no. 1 best selling smartphone on Amazon in pre-orders alone. And we sold out in three days. We’ve subsequently launched in France, Germany, Spain, Russia, UAE and the Netherlands, and rolling out across Europe and beyond, into Asia and the Americas. We are Wileyfox. We are innovation through commoditisation. We’re what people want. Our business model is the future.
- Thank you.