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CELLPHONE designer and maker Z-Obee Holdings markets its mobile handsets under the VIM brand, relying on its competitive advantage as a full-set solutions house to lower costs and increase efficiency.
At present, Z-Obee has formed a complete production chain integrating testing, trial assembly and research and development (R&D) of cellphones, which effectively shortens the R&D cycle of cellphones while ensuring their quality.
One of Z-Obee's main marketing strategies is bringing higher-level technology to consumers at a lower price. For the first stage of its VIM series phones, Z-Obee has established an affordable pricing range of HK$900-HK$1,800 (S$167-S$335).
'We studied closely the handsets available at this price, and found that they were not equipped with up-to-date features like touchscreen technology - so we integrated many special features to our handsets to win over consumers at a better price,' says Wang Shih Zen, chairman and chief executive of Z-Obee.
Production also sticks to a strict schedule that ensures Z-Obee meets the market at a certain rate: Eight models a year allows it to keep its presence in the market and be a strong player.
Late last month, Z-Obee inked an agreement with Broadway - one of Hong Kong's leading retail chains for electronic and electrical appliances - to sell its mobile phones in 10 of Broadway's outlets, making it the first Singapore mobile brand to penetrate the Hong Kong consumer market.
'The main point of the deal with Broadway is really to set up a point of sale for mainland Chinese consumers, as they frequent Broadway shops in Hong Kong. When they see our handsets there, they will know that we are serious about the business, are one of the main companies, and hopefully over time they will be more familiar with and recognise our brand,' says Mr Wang.
In early June, Z-Obee further indicated its interest in the Chinese market by striking a deal with Tencent Holdings to equip its VIM-series phones with a QQ communication software pack, which is the widest-used Internet instant messaging tool in China.
'This further underscores our approach to the younger age group, as QQ is one of the most popular platforms for Chinese youngsters,' explains Mr Wang of the strategic alliance.
While Z-Obee had a rough FY 2009 with slackening consumer demand in China, its cash flow remains strong and Mr Wang is positive about reception in Hong Kong, believing that the group's VIM series will appeal to consumers with its innovative design and better over-the-counter service.
'We plan to integrate our handsets with 3G technology in the near future, and we have got the resources and technology to do so,' says Mr Wang. 'We will continue building up our base in China and Hong Kong before venturing to markets such as Singapore and Malaysia.'
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