1) Technology 2) Design 3) Customer Service 4) Sales Effort Risk: 1) Rival may match the differentiation. 2) Buyer may not value the differentiation. FUNCTIONAL STRATEGY Marketing Strategy - Focus on social media marketing and word of mouth. - Targeting teenager and young people. - Using celebrity endorsement. - Developing loyalty program. Finance Strategy - Advertising revenue model. - Cost leadership by using low-cost contents. Operation Strategy - Outsourcing the contents production. - Using cloud technology. - Developing mobile application. HR Strategy - Recruiting young and

1. Compliance Project Presentation

2. CONSULTING TEAM
Marketing Analysis Strategy Analysis Project Manager IT Management Complier
Mr. Chattanon Mr. Tanakom Mr. Chayut Mr.Thesis Mr. Jinnawat
Saekow Muangsakul Bhamornsuwan Denchartphan Pinchai
• SIIT TU • SIIT TU • SIIT TU • SIIT TU • SIIT TU
• Saint Thomas • THAICOM • PTTICT • THAICOM • Suankurab
Colledge Trainee Trainee Trainee • Apache
(CRM) (Information Security) (CRM) Junction
• Suansunandha • Yothinburana • Suansunandha Highschool
School School School

3. CONTENT
1) Background of ihere.tv
2) Business planning and analysis
3) Strategic Planning
– To indicated the direction of strategy
4) Strategic Organization
- A strategy is important, but the process of developing
strategy is even more important.

4. BACKGROUND of IHERE.TV
Ihere.tv is online media broadcasting along with social
network that created and distributed the differentiation content
for new generation
• Pure play Business
• Advertising business revenue model
• B2B and B2C Business types.
• Mainly Differentiation Strategy.
• Born on Net
• First mover in Thailand
**Advertising business model is work well in the high viewer field.

5. Business analysis
and planning
Comparison
Web statistic with other
company
Analysis of
Questionnaire
ihere.tv

6. WEB STATISTIC
UIP: 12,429, USS: 17,783 PV: 54,774 (26/08/11)
Average Visitor Time: 00:10:10
Enter from search engine to ihere.tv: 3,614 times
38%
SEX Female
62%
Male
0% 50% 100%
Education Age
> bachelor's degree 4% 36 to 55 2%
bachelor's degree 18% 24 to 35 16%
> Junior high school to Pre 36% 18 to 23 33%
Primary School to Junior High 43% 12 to 17 41%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%

7. IHERE.TV’s STAT
The statistic of unique IP, unique session and page views.
(08/2010 to 07/2011)
Source: By Truehit.net

8. Comparison with other company
What is VOICE TV ?
VOICE TV is one of the biggest online media broadcasting of Thailand
• It creates and distributes contents, which inform, enrich, and
inspire the new generation.
• Contains different kind of contents e.g.. News, Politic,
Entertainment, lifestyle and music.
Why VOICE TV?
Ans They are precede us in many different ways so that is benefit for us
to analyze the ihere.tv vulnerability.

9. IHERE.TV Vs. VOICE.TV’s STAT
UIP: 12,429, USS: 17,783 PV: 54,774 (26/08/11)
Average Visitor Time: 00:10:10
Enter from search engine to ihere.tv: 3,614 times
UIP: 34,988 USS: 53,071 PV: 92,113
Average Visitor Time: 00:07:19
Enter from search engine to ihere.tv: 28,802 times

10. IHERE.TV Vs. VOICE.TV’s STAT
Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000 per day.
Popularity Rating = 5 - 7.5 is means UIP (Unique IP) more than 1000 per day.
Content Rating = 5 – 8 is means the content of website is quite good
(Measuring from Average Visit Time).
Traffic Rating = 6 - 7.5 is means approximately views 10,000 - 100,000 per day.
Popularity Rating = 7.5 - 10 is means UIP (Unique IP) more than 10,000/day.
Content Rating =3-5 is means the content of website is quite good
(Measuring from Average Visit Time).
Better than Ihere Lower than Ihere

11. IHERE.TV Vs. VOICE.TV’s STAT
The comparison of monthly unique IP and page views
(08/2010 to 07/2011).
Using the Monthly
Source :By Truehit.net

12. ANALYSIS OF IHERE.TV
To complied the in formation and its strategic
Market segmentation
Target Marketing
Market position
SWOT analysis
Business opportunities
Trend Analysis
PEST Analysis
Marketing Plan

13. MARKET SEGMENTATION
Geographic:
As we see that today Internet speed is support to the social media
content such as hi-speed Internet and 3G. Our target is people who live in
hi-speed Internet area and also use smartphone.
Demographic:
Age: Ihere TV content match with teenager within approximately
15-35 years old.
Psychographic
• Lifestyle:
- Love to spend more time in an online world.
- Have an opinion that the traditional TV is out date.
• Social class: Middle class.(can spend for hi-speed internet or 3G)
Behavioral
People who always need new differentiation especially the entertainment
media consumed. So more fresh of contents or never have before will make
more interesting.

14. TARGET MARKETING
• Teenager and worker who need different variety media
channels such as mimic politic in different opinion but still have
the benefit.
• Suitable for people who need information but do not want too
much serious.
• Provide animation and design match with target group lifestyle
such as animation.

15. MARKET POSITION

16. SWOT ANALYSIS
Strength
• Ihere.tv is such a good place for people to stay update and online. It can give
you a convenient way to access the news via networking.
• Low cost for producing contents.
• Ihere.tv is on the right track of doing this kind of business as the trend of
people gather in online world is increasing.
• Have different kind of contents for customer to select
Weakness
• Amount of capital of Ihere.tv is not much like another big Free TV channel in
traditional world.
Opportunities
• Easy for today life.
• Customer can access the contents anytime they like.
• The rising of Internet user that bring more interesting for advertising of
another company on our site.
Threats
• The competition from other website can effect directly to the income of
Ihere.tv
• The online media broadcast channel like Ihere.tv is illegal in some countries.

17. BUSINESS OPPORTUNITY
Customer
• Trends: ihere.tv is catching up in nowadays trend that is an online
society trend. People spend more time in an online world.
• Market: Online is become powerful and vast market in nowadays.
• Reaching: Easy to reach to the customer and can reach directly to target
group across the online society e.g. social network.
Competition
• We are leader in market share.
• First mover and product leader.
• We have customer loyalty that causes the competition hard to follow.

18. TREND ANALYSIS
Growing Of 3G or Hi-speed Internet and Mobile Device.
From the growing up of 3G and mobile device in Thailand, this
case will offer ihere.tv to be in the next step of Online TV broadcaster. As
we can see that there are too many of company are introducing new
generation of communication and portable device like Smartphone and
Tablet. This situation is changing the world in to another face because
people can get access to Internet easier. So, we have to catch the world if
we want to be the leader by gives the user more comfortable. We may
build mobile site that will let the user has more comfortable experience
while watching our contents.

19. PEST ANALYSIS
1. Political
• From getting stronger of Thai Cyber laws, the concentrate of contents will
be the problems if we produce the contents that may harmful for social in
the meaning of laws.
• In other hand, stronger of cyber law will protect our site from being
hacked by anonymous guys.
2. Economic
• Growing of business has direct effect on our income. The number of
organizer will increase or decrease is up to the situation of economic. We
will in touch with it to maintain our revenue.
3. Social
• Globalization world is the main topic that why we have to develop our site
to be in the trend.
• The contents that we are going to present must be acceptable by the social.
Because our point is to be the leader of online broadcaster
4.Technology
• Technology will help our customer to access our site easier. So, we have to
in touch with it to implement and applied it in the right way to our site.

20. MARKETING PLAN
Marketing plan 4Ps
• Product: The video clip use popular people or star so it easy to be
widespread in social. And quality of video clip is good. Interface of website
ihere.tv is easy to use and more colorful so that is attractive the people to
view website. And the name ihere.tv is ambiguous word so that easy to
remember and more attractive the people. The content is about mimic politic,
new style cooking, men lifestyle or making up for women.
• Price: ihere.tv expects to maintain or lower price of their advertising service.
• Place: First, ihere.tv is place at social network (YouTube) then they established
their own website and also provide for mobile but less focus on.
• Promotion: always provide low cost for their advertising service and give high
effective.
Marketing Strategy
Differentiation Strategies: maintain different product and always adjusted or
additional design by their own style for sustainable and not easy to match.
This will build brand loyalty.

21. CONCLUSION of QUESTIONNARE
How do you know Ihere.tv ?
Objective - is use as advertising indicator
Result - peoples are mostly know from Social Network
Conclusion - we will share advertising assets on other channel like TV or Radio
Do you satisfy Ihere.tv ?
Objective - is use as contents quality indicator
Result - peoples are have positive thinking to our contents
Conclusion - The result is telling us to keep the good quality and improve
How about design of interface ?
Objective - is use as indicator of how satisfy of user to the user interface
Result - peoples are not good with today interface
Conclusion - we have to pay more attention about easy using interface
What about the Quality of video ?
Objective - is help us to know what peoples think about video quality
Result - the result is being in quite bad
Conclusion - Because greater group of peoples, we have to improve the quality of video

22. CONSLUSIOB of QUESTIONNARE
Which way do you want to watch Ihere.tv ?
Objective - is use as indicator to know the way that people is comfortable to subscribe us
Result - peoples are mostly want to watch on internet
Conclusion – we will focus on internet
What do you think about to pay monthly for sms ?
Objective - is use as predictor to guess the attention of people for sms
Result - peoples are have quite positive to pay for monthly .
Conclusion – Monthly SMS is a good way to gained more revenue but still has risky point
What do you think about to pay for some souvenir ?
Objective - is use as predictor to guess the attention of people for souvenir
Result - peoples are have quite positive to pay for souvenir but some are not willing for
Conclusion – Souvenir is a good way to gained more revenue but still has risky point

23. Strategic Planning
To indicated the direction of strategy
Problem&Solution Porter’s Five Strategic
analysis Force Organization

24. Problem
-Incoming concern Solution
-Selling of souvenirs and also the subscription of SMS
-Difficult to bring attraction to new customers from Ihere.tv
-Focus on word of mouth marketing which is based on
-Customers hardly find suitable programs to watch social network channel
-Develop AI that can help to suggest particular video to
-Found that customers mostly would like to view the member users
Ihere.tv from the website and also on the mobile -Implement more technology into electronic devices
devices such as Ipad, Iphone, PC Tablet. It’s reachable to online
-People don’t trust Ihere.tv to do theirs personal network.
transaction likes blogging -The certificate of trust from government should be
-Member users don’t know what the program will be implement into website to make Ihere.tv more secure
shown next from ihere.tv website -Programs schedule will be made up
-Quality of broadcast streaming video and voice isn’t at
the good standard level -Many quality of broadcast streaming are available
-Unhappy members can switch his/her attention to depend on the user’s internet connection
other new-comers broadcaster channel -Arranging of special event, playing game are ought to
be considerable to maintain customer relationship.

25. PORTER’s FIVE FORCE
- The threat of the entry of new competitors
Because of this is low cost investment and good profit. There is many
of new comer is going to challenge us
-Bargaining power of buyers
Because of the rising up number of competitors, The buyers will
have more chance to select the seller that most matching to their need
- Bargaining power of Supplier
The supplier is the source contents in our video and cause us the
good result in selling advertisement
-Rivalry Between Established Firm
There are many of other competitor that have same target group as
us. So, we have to analyze and improve our contents to lead them
-Threat of substitute product
The new comer that has analyze our business and fix our problem is
the most dangerous substitute because of better product

26. Strategic Organization
A strategy is important, but the process of developing strategy is even more important.
Strategy Strategy Strategy Strategy
Initiation Formulation Implementation Assessment

27. VISION & MISSION
Vision statement
The ihere.tv is produced the non-stop differentiation of media
to protected and enhance its characters of the leader in funny online
media channel and to locked in all Thai’s teenager for our brand loyalty.
Mission statement
To serve Thai’s teenager viewer the best quality of
differentiation relax media with the up-to-date situation. Traditional
perspective will not occur in ihere.tv.

28. SCROPE OF STRATEGY
To enhancing business effectiveness in many possible aspects based on
our competency and value proposition for effectiveness such as
• Expanding its business opportunities based on trend.
• Creating more profits from alternative revenue model
• Wider range of product.
• Increasing the quality of product and service while production costs
increase slightly.
• Enhancing productivities of business process management.
• Develop the human factor to use technology more efficient and worthy.
By means of applying Information Technology and E-Commerce Technology
As First mover
Make first impression to customer and establish strong brand to lock-
in customer and partner. But have to aware of second wave of competitor will
eliminate though innovation

29. STRATEGY FORMULATION
Separate to 3 strategies levels :
CORPORATE FUNCTION
STRATEGY STRATEGY
BUSINESS
STRATEGY

30. CORPORATE STRATEGY
A comprehensive strategy and indicates the overall strategy. And direction of the
organization that Organization will develop into a particular direction. And to
allocate resources to each unit of the organization.
BCG Model Portfolio Map

31. BUSINESS STRATEGY
According to our business, the differentiation is our value position, mission and
vision. So The “Differentiation Strategies” is suitable to ihere.tv to protect the
character and brand loyalty.
Differentiation Strategy
Objective: Incorporate differentiating features that cause buyers to prefer firm’s
product or service to brands of rivals.
Key to Success: Find way to differentiation that creates value for buyer are not
easily matched or cheaply copied by rivals.
Benefit: A product with unique. Appealing attributes allows a firm to
1) Command a premium price.
2) Increase unit sale.
3) Build brand loyalty.
Approach: 1) Rise the performance a buyer gets out of product.
2) Enhance buyer satisfaction in non-economic or intangible ways.
3) Compete on the basis of superior capability.

32. FUNCTION STRATEGY
The functional strategy of a company is customized to a specific industry
and is used to back up other corporate and business strategies.
• Apply alternative business model
• Apply member the artificial intelligent or robot.
• Apply the advertising strategy
• Apply Mobile commerce
• Create the certainly on air schedule
• Services Strategy (SS)
• Special events
• Apply PPT concept for business model
• Apply Information Security and get the verify certificate

33. • Apply alternative business model
Subscription Model:
Subscribe monthly for the SMS and
MMS relax or comedy news (from the part of
video’s content) and also content update
recommend.
Merchant Model:
Revenue can be based on the sale of souvenir products and
services as shop.ihere.tv.
And also Apply electronic commerce payment system
The benefit
• Several ways of income.

34. • Apply member the artificial
intelligent or robot.
Develop the AI that helps to
suggest the match video to member
according to the video that member
have been viewed.
The benefit
• To increase Time to live of viewer.
• To increase customer satisfaction.

35. • Apply the advertising strategy
From the statistic
• Enter from search engine to ihere.tv is 3,614 times
that is low when compare with
• Enter from search engine to Voicetv: 28,802 times.
According to our poll, we focus
advertise on the social network.

36. • Apply Mobile commerce
According to the trend analysis, to catch up the growing of Mobile
trend such as 3G-technology and tablet pc.
3.1) SMS relax news
This plan is use for people who want to get update for news but
don’t want to be serious. They have to register and pay for special
contents
3.2) Mobile device support site
We will make the site that comfortable with mobile device. People
will get access to our site easier.
3.3) Create Mobile application that compatible with the tablet pc.
For example Ipad, Galexytab and Blackberry playbook.

37. • Create the certainly on air schedule
Most of contents of Ihere.tv are up to the situation
and have no schedule. To win the competitor, we have to crate
the certainly on air schedule to satisfy the customer .

38. • Services Strategy (SS)
Increase in Quality of products and service such as
• Quality of VDO and quality of production by apply new
technology.
But also have the alternative for all kind of Internet
• The viewers can choose VDOs quality according to their
satisfies. For example support 3G or lower quality internet.

39. • Special events
We will have some special events for our fans to join.
The events may be game or find the winner from video contest
etc. and the prize will come from our sponsored, package of
special contents, special souvenir contents.
The main objective is to sustain the brand loyalty.

40. • Apply PPT concept for business model
PPT is people, process and Technology. Technology connect
with the People by the “Human factor” that is mean to manage the
people to use the technology effectively. And technology also
support the process that emergence by the people.

41. • Apply Information Security and get
the verify certificate (SSL)
According to the first strategy that
apply new kind of business model that is
merchant model, ihere.tv have to get the
customer trust by gain some certificate such
as Yes Verify by the government.
And the viewers can log in to write their own blog and
also make some payment so the information security is
important.

42. WEBSITE SCAN for SECURITY VULNERABILITY
Purpose of test : Security assurance and vulnerability report.

43. WEBSITE SCAN for SECURITY VULNERABILITY
IMPACT
Privacy and confidentiality
RECOMMENDATION
Verify the certificate validity period or regenerate the certificate.

44. WEBSITE SCAN for SECURITY VULNERABILITY
RECOMMENDATION
Restricting zone transfers with the use of BIND access control list
The benefits of using BIND acl to secure DNS zone transfers are:
1. Restricting zone transfer to only permitted hosts
READ MORE : http://www.sans.org/

45. STRATEGY IMPLEMANTATION
: Consist of 4 elements
• Resources Allocation
Allocate people, technology and process to the strategy.
• Adapt the structure of organization to support the strategy.
• Adapt the learning and growth of human factor
Apply BMIS (Business management information
sucurity) Model to our business management. To
skilled and motivated people.
BMIS is adapted from PPT (People,Process and
Technology) by add the organization to the top
of PPT. People have to adapt culture for same
direction business alignment. And the
organisation indicate the process and
technology.

46. STRATEGY IMPLEMANTATION (cont.)
• Strategy deployment
Distribute the strategy to organization. If the organization have
established the mission statement but have no operation, the business will
be waste. Because although the organization established the well business
plan but have no operation in some part of organization the result will
waste or not effect.

47. STRATEGY ASSESSMENT
Balance Scorecard
BALANCE SCORECARD IS THE TOOL USE IN PROCESS ASSESSMENT AND HELPS TO
CHANGE THE STRATEGY OF ORGANIZATION TO THE OPERATION PROCESS.
Show the relationship in one organization by using 4 variations.
We can define that good Financial
Perspective will success by good vision
on customer perspective and both of
them must based on good internal
perspective and good learning
perspective.
KPI is % of viewer changed.

48. Objective Measurement Target Initial
-Maximize Revenue -Income and 20%
Balance Scorecard
Financial -Profitable Growth revenue growth
Perspective rate
-Manage Cost -% Of reduced cost 10%
-Gaining more loyalty -% Increased of 30% -Find advertising
Customer site visitor channel
Perspective -Increased customer -Create special
based events for customer
Business Growth
-Optimize revenue -% Of incoming 10% -Research on
revenue Business
Management
-Differentiation of Core -Number of 1
Business Completed Event
Customer Relation
Internal -Customer Need -% from customer 50% -Customer survey
Business survey
Perspective -Customer Background -% from customer 50%
survey
Optimize Core
Business -% of reduction 10% -Research on
-Cost Management cost Business
Management
-Problems fixing Maximum 2 hrs. -Problems Hotline
-Risk Management hour
-% increased of 10% per contents -Quality Control
-Quality Of Product contents viewer Program
-Increase teamwork skill -Attending time of 20 hrs -Team Work Training
staff Program
-Increase technology -Attending time 1hrs / week -Technology
skill Of staff discussion program
Learning
Perspective -Increase presenting skill -Score from 5/10 pts -Presenting Training
presenting Class Program
-Increase E-Business simulation test
knowledge -Score from test 5/10 pts -E-Business Training
Class Program

49. BUSINESS GOAL ASSESSMENT
(For ihere.tv)
Effectively
Efficiency
Compliance
Realistic
Availability
Provide a good return on investment of business investment
Financial Manage business risk
Perspective
Expanding its business opportunities based on trend.
Improve customer orientation and service
Customer Offer competitive product and service
Perspective
Establish service continuity and availability
Improve and maintain business process functionality
Lower process costs
Internal
Business
Manage business change
Perspective
Improve and maintain operational and staff productivity
Manage product and business innovation
Learning
Perspective
Acquire and maintain skilled and motivated people