Designers set for phone competition

       Creating new phone designs will help companies break into new markets and capture more target users, especially as businesses prepare for 3G networks, said Thananan Vilailuck, President of Samart i-Mobile, a major Thai brand with 2.7 million unit sales expected this year.
       Recently, the company joined forces with the Industry Designer Society Thailand, or IDS, to launching the "i-Mobile Creative Synergy Award" competition to spur university students nationwide to submit mobile phone designs along with outstanding brand-building plans.
       "Every year, the company spends around 20 million baht on mobile phone design, both internally and outsourced,but this is often limited to only the scope of ideas," said Thananan.
       "The award will help us to apply the ideas and product designs arising from this project to actually develop products in Thai and foreign markets.
       "This collaboration with IDS will stimulate interest in mobile phone design, which is a rather specialised discipline that requires a focus on userfriendliness and the real needs of the user, as well as in the formulation of strategic marketing plans."
       He added:"This project is an important component of brand differentiation, as it encourages unique designs through the selection of premium-level gadgets as well as the development of content and applications that meet the needs and lifestyles of the users.
       "We will not attempt to compete with the big companies like Apple or Nokia,but we will offer 80 percent of the functions of those brands with value-formoney prices."
       Ditaphon Chantraurai, Assist Vice President, Product Marketing, Samart i-Mobile, added that the contestants who pass the shortlisting round will proceed to a product design and marketing communication workshop, where they will develop two types of mobile phones,namely, a Bar Type and a Touch Phone.
       University students who are interested in entering the contest are invited to form groups of three to four members each.
       Application forms can be downloaded from www.i-mobilephone.com until October 30.
       Makorn Chowanich, Chairman of the Industrial Product Design Association of Thailand, added that market knowledge is a key concern for designers.
       The project should also help strengthen the design business, especially in terms of gaining an understanding of local requirements, especially upcountry.
       Design and manufacture will be mutually beneficial, with attractive designs increasing demand, therefore boosting opportunities for supply.
       "In terms of price only, Thailand cannot compete with Chinese manufacturing, but I believe we have opportunities in niche markets and some expertise areas," said Makorn.
       Meanwhile, Niwat Wongprompreeda,Secretary General and Director of Education at the Advertising Association of Thailand, said designers should study consumer behavior and compare their products with competitors who offer similar designs and functions in the same price range.
       Currently, the the biggest market segment for mobile phones is models in the 1,000-3,000 baht range, leading Niwat to say:"Design can add value to the product and this is not limited to highprice models.
       "We can make low cost designs with low-cost material but still make it look attractive."