CEO Nguyen Tu Quang launches Bphone 4 when the whole society is isolated: We still have to continue living!

The launch date of Bphone 4 is expected to be 7/4/2020 in the form of completely online but an unexpected event has occurred which is the requirement of social isolation from 1/4/2020 within 2 weeks of the Prime Minister. . What will happen to the launch ceremony of BKAV?

It is the peak of the Covid-19 pandemic and consumers are “immobile”, but he still decided to launch a new Bphone on April 7. Why?

That is Bkav’s plan from before. When an epidemic broke out, immediately after Tet, the company met for analysis. We predict it will be a protracted battle, because the virus spreads all over the world, it is hard to disappear in day one, day two.

But I can’t wait. So what is the strategy?

Firstly, follow the instructions of the Government, health experts to ensure safety. Otherwise, everything goes as usual. Bkav has been operating normally since the beginning of the year.

We questioned how well Vietnam did, but then what happened. Vietnam has been very good against the epidemic and the fact that the past few months have made it clear. Looking at the chart, Europe and the United States had an upward movement. Vietnam is completely different and among the rare countries in the world to do so. But Vietnam also has to trade with other countries that have good disease control like us, so they should always be ready for any change.

As such, we see that the launch event can still be carried out but with another method, it’s online. This is even more special when we are a technology enterprise so it is suitable.

In fact, compared to the initial estimate, it is also a bit later, about a week because the previous plan was in March 2020.

What is the basis for you to decide everything is going on normally?

Technology sector has particularities. People are used to watching online events such as watching clips, watching livestreams, reading articles written by reporters, by reviewers.

Every year, Bkav launches Bphone at the event with about 2,000 live viewers but the number of online followers is much larger. There are five, millions of people who follow our events. As such, it is reasonable to switch to online because of more followers.

As for the product, as it was judged to be a protracted war, everything could not freeze for the whole year. By the time, everything will return to normal, even if it is within a certain framework.

Currently, Bphone is distributed through Bphone store chain of Bkav and some stores of network operators – points of distribution of essential goods and services. We also calculated that even after opening, shops would not be allowed to open because of the epidemic situation.

During the war of epidemics, I could not assert that it would always be favorable, but with the spirit of “long-term resistance”, I will handle it wherever I go.

During the pandemic, launching online-style is a reasonable choice but he is afraid that it will make the event “cool”, can not be as hot as when he was presenting on stage in front of thousands of viewers and direct interaction?

At first I also wondered about that. Even think sometimes, or delay the time of launch? But with the aforementioned spirit, the strategy must still be “normal within the framework”.

After more analysis, it is entirely possible. It’s like turning defeat into victory, from unfavorable to advantageous.

In fact, if we do an event with an auditorium of several thousand people, there are fans, even crazy fans, the atmosphere is very high! Now, reduce the audience, just the livestream is definitely not equal.

But as I just said, most people follow the event online. And we will make it truly online, changing in nature, not just a normal premiere and the audience watching through the livestream.

Do you see any bright spot when doing so in the context of the whole society worried about the disease “or not?

Launching at this time has disadvantages, but also advantages. The obvious disadvantage is that the whole society is worried about diseases and limiting movement. But I think it might become a bright spot for people to see that we can still function normally, within the framework of course.

This plague is like a war. In the past, the old people had the phrase “the song is louder than the bombing.” In that war, optimism is an extremely good quality of Vietnamese people. So should now.

In short, I just have to do my job with the best performance possible, but I can’t sit down and hope the disease will be okay in 1-2 weeks.

I believe that Vietnam is fighting very well the epidemic, few countries do as well as Vietnam. Occasionally the disease flares up somewhere but the Government also draws on experience to handle it. And we still have to continue to live.

What do you think about the “hibernation” strategy of other businesses?

I don’t think about them, I only think about myself. In the long battle, I have to decide and know where to turn disadvantages into benefits. I believe that there will be a great online launch soon and to help people have a good mood during the fight like this.

When Bphone 1 was launched, he positioned himself as a high-end segment. The following Bphone models have lower prices and Bphone 3s at mid-range prices are well received. So what will Bphone 4 be?

What I have done is always very clear philosophy. From the beginning, we chose high-end products. Why?

If we choose the high-end segment, we will have to compete with the big names. Building such a brand right away is impossible, even with technology, I can.

If you choose high-end access, after successful, we can rise to high-end that can also spread to mid-range, cheap. The strategy was from the beginning. I received a lot of criticism about “you said making a phone for Vietnamese people but why not making a discount”. I accept that people do not understand.

Brand positioning is critical to business. In the field of smartphones, brands that have positioned cheaply are unable to produce and market more advanced products because of both content and form factors.

In terms of content, if done cheaply, it must cut many things, it is impossible to invest in R&D properly. It results in a form that is always tied to low prices. Products that are not properly invested in R&D cannot provide a good experience. It formed the notion that a company’s technology level was just that. Later to overcome that notion extremely difficult.

Why is Bphone 4 called B86?

This time we have more segments, divided into product lines, so we need to name. Simple as that.

Talking about Bphone, there are people who think that you use the term Computer Photography as a deliberately confusing way to make the product seem special, instead of Smart Camera or AI Camera?

Bkav’s philosophy is “Not in essence, not at the root of the problem”. Everything that Bkav does is very substantive. This time, we really invest in computing a lot.

The first company to put the keyword AI Camera in a launch is Bkav – probably many people will not notice it. It was only a few months before Apple adopted the concept.

Bkav comes from software company. With B86, we use a high level of computing technology to push the boundaries of physics. We work with a lot of photographers to bring their experiences into our products.

Can see a change in the way he communicates. Previously, he did not use Facebook publicly, but now uses his personal Facebook to share information about Bphone 4 scatteredly before the event. Why?

That is my concern. From Bphone 3, I came up with the idea of ​​whether to communicate directly with people via Facebook or not, because I clearly see the digital society and the change in the way things work.

Previously, businesses communicated with people through press releases, newsletters on the website. Very traditional, standard. But society has changed. Typically, President Donald Trump – who breaks all normal rules of a politician.

The press is the same. I read the newspaper via Facebook. People exchange on Facebook. The way of communication of society has changed. And direct dialogue will bring more confidence and excitement.

We also changed the philosophy.

In 2015, when Bphone 1 was launched, half a year earlier, we also had activities called providing information about the product in the form of “leaking”, similar to the way I “leaked” news on Facebook in the past. over time.

But according to our philosophy now, the launch of the product is not just encapsulated in an event like before. Ever since I posted the first article on B86 on Facebook, it’s been launched. The launch of the product is now before, during and after the event.

With the Prime Minister’s new decision on “15 days of social isolation”, have you changed your decision on the official launch date of Bphone?

The official launch of the new Bphone on April 7 will depend on the partner of Vietnam Television Station, so we will have to wait for a decision from VTV. But as I said, in fact, Bphone has been launched since I first posted on Facebook. The launch ceremony is just a highlight of the event but the timing is not so important.

Pursue self-design and production of smartphones for many years while very few people in Vietnam do so because it is too difficult. What do you think you are doing?

The story of Bphone has more than 10 years. Each year, we spend about VND 100 billion in cash for R&D (research and development). But with the output as announced, certainly not profitable and already spent trillions, but in this field, the bank does not lend.

Based on where can I persevere like that? Again must quote a philosophy of our work: “Not the essence, not the root of the problem”. Once I understand the philosophy of the work, just do it, no matter how long it lasts, no matter how difficult. Important, we know what we are doing, how we do it, what our strategy is and what our goals are.

Where do you get the money to invest in Bphone when the bank does not lend?

The biggest revenue source for Bkav to continue investing in Bphone is still the software. Without software, it is impossible to invest in the phone segment.

He said that over the past 10 years BKAV has wanted and strived to bring Vietnamese people the best mobile phone at the most reasonable price. But Bphone sold very little, while Vsmart was newly born, increasing market share very quickly. What do you think about that?

When Vsmart announced it was a phone, we were initially concerned. But right after analyzing the essence, I found it to be a good thing. Honestly speaking. The two ways of doing 2 corporations are different.

Vsmart chose the low-cost segment first, and we are high-end customers. If you choose the cheap segment, then certainly have the right number, but to be frank, it is very difficult to get to the high-end segment.

I used to think that I would spread the product to the low-price segment, but now that someone else does it, the two businesses can “put together” to create the Vietnamese brand power. That was my purpose right from the beginning: Creating the smartphone industry in Vietnam, not just creating Bkav products.

He worked many years with smartphones but not yet any profit. Have you ever been bored and wanted to quit?

Absolutely no, it’s a lie, because people have emotions no matter what. But only for a moment. Because I know how I’ve been and will do it. Despite difficulties, most of them are still in the philosophy they have set out. Once I have a solid foundation, I will overcome.

Looking back at the picture of both BKAV and the general picture of Vietnam’s smartphone industry, what do you see?

I am very proud that the Vietnamese smartphone industry initiated by BKAV has shown signs of success. Please pay attention, participating in the smartphone market today is only a few countries and are the largest countries in the world such as the US, China and South Korea.

Vietnam – a country not rich but has a smartphone company like BKAV and Vingroup. It has really changed the face of Vietnam and I am proud to have contributed to the initiation of that industry.

We have faith in our path, so it does not matter if you have to spend 1,000 billion dong or a dozen years.