Make a comprehensive report of the transcript of a marketing client briefing: "RMIT CIDM course WIL Snow Corporation client brief-20241101_111312-Meeting Recording
November 1, 2024, 4:13AM
1h 23m 6s

Agnis Stibe   0:18
Let let me try to.
So you you you take that position?
Yeah, I think it's the biggest.
Yes, I'll send I can.
Emp bide. Buster, we need to start. Thank you.
Thank you. Yeah.
All right. It's just as always, 15 minutes of pain and then we learn how to deal with technologies and inevitably, part of our course as well will be contemporary issues in digital marketing. And I think as digital marketers, the future digital marketers, you will deal with technologies A.
Lot and sometimes you will have the IT guys helping you with that.
Then it goes, sometimes faster.
Nonetheless, let's start. We have our honoured.
Guests from industry, from business.
People.
Creating services to satisfy customer needs.
And besides creating great products and services, they also want to achieve greater marketing results.
And how to help them innovate one of the ways is industry, academia, partnerships, and we have this word.
Work integrated learning initiatives in our digital marketing program where we invite businesses to come and share the challenge with the students. You in this course and that will be part of your adventure in the course of contemporary issues in digital marketing, so.
Listen to what the client will tell you.
Get your questions ready as you will going to work on that for the next.
12 weeks and the best final assignment.
Three team presentations, typically the best five will have the chance to see the client again and present it back to the client. And there is a probability that some of your great innovations will make their way to the reality to the actual.
Service implementation and if you are yourself a user of those apps.
Maybe you will benefit yourself by suggesting some of the things if they are good enough, will go through the review of the client side and might be in back in your hands in your mobile device.
That's a probability.
I cannot promise anything.
It's up to you how well you will learn and how well you will suggest your marketing innovation proposals at the end of the course.
Good luck and let me introduce we have client called Snow Corporation.
I think they are very great in what they do, a very successful, but they are also innovating and expanding their services and in some of those areas they would like a collaboration and suggestions and ideas of innovation ideas also from you. So welcome.
Nice to see you, and I'll let you introduce yourself and the case.
Hello, thanks for having me today, Agnis and order RMIT students.
Yep.
My name is Kim and I'm the country manager of the Vietnam.
And it's very exciting to for me to have a chance to share the snow.
Cooperation and also the our journeys in Vietnam.
So yeah, thank you. Yeah.
So let's get started, yeah.
I think it takes some time to slide, yeah.
So let's start it with our slide.
First slide, which is about what I'm going to talk about today.
So today we gonna go overview the our corporation. So you might think that single corporation is just a camera application, but I need to tell you something more about us and how we do in the other countries in Vietnam as well.
And to understand the like the question challenges, I think we should go through the market context, which is like how is it going in Vietnam?
So we need to understand the Vietnam market 1st.
And then we're gonna introduce one of our services called Epic.
So. So we're gonna introduce a service introduction for the APIC in many different angles.
So I hope you it helped you guys understand.
What's our service is and we wanna also share some of the cases that we have went through and some successful cases for the epic marketing before and our product too.
Yep. So let's start with.
Sinu. Yeah. So let's get get to know us more. Yeah.
So snow cooperation is basically saucy diary of the company of Neighbor.
So maybe you guys haven't heard of neighbor, but like neighbor is.
South Korean Internet search engine is something like Google in Korea, so it's it's bigger search engine in Korea.
So everybody use that for blogging, shopping and searching and things and snow. Actually we have many part not only camera. So you can see the digital curation which is like which is snow and then we also have a within the snow we have a many subsidiary company such.
As we also do the investment, we have a VC venture capital.
O before we actually do a lot of investment in Vietnam too, but like now the economy is not good. So we don't really do nowadays but and then we also have like metabus which is Geppetto like Geppetto in Vietnam. We have a more than like 200K.
People, monthly users, and we also have a English education app.
So it's it's not a bank bank one in in Vietnam there's a cake. But like it's more related to bank, but it's different app.
So it's English.
Ation app and we also have a passion platform.
It's an marketplace for in the Japan and Indonesia, Malaysia, Thai and Korea.
So you can buy some of the unique stuff in that marketplace and we also make the dramas.
So some of the things from the we also made made to for Korean stuff.
And then lastly, we have.
A kbd, but we just we just sold out, actually recently, but.
I can.
Yeah, I'm used.
Yeah. And it's it's the concept is just big on things and it's also here in Vietnam too.
So that was the brief introduction of the corporation.
And.
So nenni talk a little bit about like.
So, like Seno was launching in 2015, so he was actually very sensational at that time. And we got like more than 100 million users.
We didn't.
Just just years and a half and that traffic's mostly from Asia, which was like Korea, Japan, China, Vietnam and Taiwan.
So like Sooner Corporation decide to open a branch.
In the.
Vietnam. So the branch was open in 2019, in in Ho Chi Minh and yeah. And then we we have many apps but like I kind of highlighting in 2020 the app pick because app pick is our main topic today, so.
All of the common application that we made is mostly focused on the Asia market, but IP was the only one targeting us and Western market. So and we also launching that application in Vietnam too. And in 2021 we achieved like 170 million US.
And this was the one of the main turning point that we have in 2022 that was the VIP service.
We launched the VIP services which is pay subscription. So with more functions.
And the reason why was the the word was changing the before the market was as long as you gathered the many users you own money. But like like the the capitalist or all the funds mentioned, that was the meaning for business.
You know, like you should earn money rather than just gathering the people. So like so, like in 2022, every like application start to release some of the like.
VIP services, which is paid certifications. So in 2023 one of them, one of the main project was the AI services.
So last year, AI was really hard, right?
So we launched it like AI, avatar, AI profiles and AI yearbooks and things.
And then this year, we achieved like really more than two million VIP users in Globals.
So that this is the map the how we do in global.
So it's it's kind of out outdated, but like.
So yeah, we are everywhere.
So basically everywhere.
And main traffics are like from Asia like China, India, Vietnam, Korea, stuff like that, yeah.
So actually this is these are the our application by snow.
Maybe you guys heard first time that maybe you only know snow.
I mean, like we have a busy top and soda and foodie as well and snow visitor of soda foodie either come out, application is live camera application is not a. It's just a common application and targeting Asian markets.
And Epic is the one.
Yeah, Epic is the one that is different from the other four, which is editing application.
So other like snow, they focus on camera. So it's kind of like when you when you take a pictures you use the function but appig is you use the function rather after you take the pictures so you add it. So and one interesting thing is.
If you we see the like persona of the each of the apps, the other four we focus on the ladies.
Young ladies.
Yeah, but appic is not only ladies.
So some males use it, which is very rare case and.
Our like concept is kind of like semi professional.
Application I mean mobile application that added everything in the application so they don't have to go to the computer and do editing.
So that was like basic concept for the epic.
Ick 0.
But the reason why I highlight this one is epic is the one that like we wanna focus on. So yeah.
Let's move on.
So let's understanding.
Let's understand some of the like market context for the Vietnam 'cause people will be getting into the like question and introduction.
I think we should understand how Vietnam market is working.
So.
So this is the revenue trend in Vietnam, in Porto and video category.
So it's actually it's growing a lot.
Yeah, very fast.
So the reason why was the before 2022 we didn't many application didn't do monetization.
But like in 2022, they start to do monetization.
So in 2023, four.
They keep growing the like the market size.
So now is I think this year I estimate more than 600.
Million tongue.
It's yeah. Yes, it's quite big numbers, I guess.
And then like market is actually very potential and then demanding so many people want a new functions and then like our like competitors and our like industry people, they really try hard to.
Release new functions and then new things that kind of like people will like.
So I think that's the reason why the market is keep going anyway.
And this is the our competitor maps.
So this is the revenue chart and this is active usual chart. So every single application there really.
They have.
They really consider like should I go for active users or should I get money?
Yeah. So, but I think I think main meeting is good because they anyway they have a money now. So and and some of the application with the names are the our main competitors for the epics. So that's why I put the name and so in my opinion we.
Are kind of.
Like in the.
Not in a good position with active user and then revenue. So maybe you can guess the question.
So one of the main question is the how to increase the revenue?
And like among these competitors? Yeah. So, like, Whenmini has some specific function and May 2 has almost everything together and stab at it. And Pixar and high Pig is mostly they focus on three users rather than subscription. So they have many active users, yet the profit is not.
Really high, yeah.
So that's the kind of the like competitor mess.
Amo yeah, yeah. Mou is a monthly active users.
So all of these together in Vietnam like 26 million people.
So it's which is like quarter of the Vietnam population?
Use.
Like Portal editing app, so which is pretty common to use in. Yeah for I think for ladies, yeah, but I don't for men, yeah.
So this is the like survey visual that we have done in the offline events.
So we I think it's it's more than 200 like cases and like so most of the so we do the subscriber interview so someone who already subscribed some of that. So mostly female and very interesting point here is iOS users.
Because that's kind of where in Korea, because in Korea we use a lot of Android as well, like Samsung so.
Like I was quite shocked.
Like why it has so many iOS here and then our age target is exactly like teenager plus.
Like you guys like university, I guess.
And the the reason why they subscribe is mostly the and something like adjustment or like body adjustment, something like that.
And this was very interesting point because like the reason why they they subscribe was the friends recommendation so.
That's.
Yeah, it it's. That's not gonna happen in Korea. So I think they're more individual. So they don't really listen each other.
So yeah, that was very interesting point.
So maybe we thought that.
Maybe we strengthen the like community or things can have a better result and like revenue and Mau, whatever.
Yeah. So that that was the insight from the our team.
And then this is the another survey that what other the key factors to success in the like application in editing application but like from third party?
So they kinda mentioned that like color filter was important and then high resolution and body adjustment.
So it's close to seven is the highest one. So I think yeah, they just mentioned about the more color things and then like resolution enhancement.
And the natural body things, yeah.
Now let's move on to our application, the epic. So yeah.
We prepare some video to.
For easy understanding.

Hyunsae Kim   18:24
I.

Agnis Stibe   19:03
Yeah, it's it's pretty.
Very made video by our team.
Yeah, I hope this will help you to understand our application or not.
So we have a.
We have two main USP. So I think one is one of the main concept was the allinone.
So basically we have almost every all the functions that available out there in the market.
So which means on the other hand, like we have too many function, so people maybe doesn't know what to enjoy, you know.
Yeah, there was also one of the struggle that we obstacle that we get and another one is the power by AI.
So we kinda utilize a lot of AI tools.
To like enhance our normal function, I will show you some examples.
So if you just see this, maybe it's not, just understand.
And then why we make this application so other app like snow Soda, PC12 is is very when we see the segmentation. So it's very.
We generalize so, but like so we want something very trendy and viral, yet is kind of a personalized 1.
So that was the the reason why we make this one so and then how can we satisfy that needs?
So we invented epic that can edit their portal and then like post on the whatever social media.
So it can be trendy and vital, yet it is very personalized. Personalized, yeah.
And when we see the specifically on Epic's demographic, it is very different from the other apps.
So first thing, what's the Android Android ratio?
I think no other app has a more than 30% of the Android ratio. Android users and also the genders like you see the genders like users of the gender side 37%.
Are male, which is very rare.
Case in the common application and location and location.
Even need to spirit it and sales people.
I mean we we use more and age.
Yeah, it's still the our. Our main target is under 30s and some of our.
65 five.
And maybe my mom signed up for this. Maybe so, yeah.
Yeah, I think this chart this graph is the one of the main graph that you guys keep in mind that is.
Our Mau, the monthly active users chart compared to the paid user chart.
So the blue blue the graph is the our monthly active users and then the the the popular one is the paid user one.
So you can see the trend here.
So up to the 2022 second-half, we focus on gathering more.
Active users.
And we launching the after we launch the VIP services the our page user is is growing but then like our Mau is keep like decreasing. So that was one of the concern because we kind of like free users when when when they trying to use our app like.
There's so many function that they cannot use, so they just go to the some other like.
Free alternative. That's just like at highpick.
So that's one of the issue now and yeah but then like increase of the page user is kind of very getting slower.
So that's another issue.
So that's it.
It can be the.
To overcome this, we need to make the strategy.
So I think, yeah, you will see the question, but it's very related to this one.
So this chart is kind of one of the main important like chart that you guys refer to, yeah.
So yeah, so Epic was very simple app, so I want to talk about some history of the epic.
So Apple, when we developed the epic so the first version was very simple.
We only had a one options and after that we have a two option, three options and we have a enhancing functions and background separate like.
Now we have another like color and changing options.
The the These these are development is like from the.
Like people post a pirate contents how we see the like market and what kind of people, what people likes by the countries. And so that this is the one of the way that we increase I mean enhance the our.
Application.
And this is the competitor.
Chart for the our by functions features.
So the main feature is like face edit and like makeup added and all the features.
So basically, Epic has every single features that other people doesn't have and the the the numbers there is the the price for the yearly subscription.
So when when you like to use the epic one.
It will be like 359,000 Dong per year.
Which is like roughly $15 and May 2 is quite expensive, but they almost has a like our most of the features too.
Yeah. So this one also.
Maybe you should refer to to. Sorry about the question and I think like you can see how the apps apps even in the base added or makeup added.
It's there's some differences, like some sense differences, 5 differences.
So you might need to understand to sharpening your answer by using like other apps maybe yeah.
And so, so what's the difference between the free users and pro users?
So we have many like features like AI hair and enhanced object remove.
So basically free user has a very limited options while the full user has a full access, but it is just written forms, so maybe I will share some cases.
So when we see the we move.
So when you see the for the free users, you can see a lot of like crack over there, right?
So you want to remove some object or background something, but if you use the non pro one it's just crack at 1:00. But like if you just say AI remove, it's very natural, right?
So that's the difference.
How the free and like paid 1?
Yeah. And even for the Phase, I think.
It's not easy to detect for like free one. You can have a simple adjustment of your chin.
In Pro you can always just more detailly you want to adjust only white side and left side. And how about the OR something like that?
And and for the body things.
We have some like interesting.
So for bodies. So when you are just a body so like you want to make it thin normally.
So like when you make it like make it thin, then the background is kind of like making similar to that remove things.
Yeah, if you use the number one, but if you use the pro one, we can locked the background so that even you change your body so it still you still you know very being natural.
That's the differences.
And for for the free and like for users.
And yeah, like for the skin tone.
And this was very pop of last month and like we had a like skin tone, it's also like free one.
So we have a simple skin tone things so it doesn't really change so much.
But like if you now if we used a pro one then you can have a very detailed, you know like skin tone, you can setting up your photo, your personal preference.
Yeah. So that these are some of the like change.
Like, yeah, things that I can tell.
Input hair color too.
So and now I want to show the what's the different?
What's the different between just normal pro and then AI?
Hair pro AI hairs. AI things.
So for the people, we just use the the Pro one with the hair color, they just change the.
K dot.
How can I do?
Like should I automate or? Yeah, OK, I see. Yeah, yeah.
So when we just use the the pro function, they just change the hair colors. But like when we use the AI hair colors we can also change the style too.
So like we have a mini style within our applications like you can do perm, you can do like cut hair and yeah that's a different like thanks to AI that. Yeah.
So make it change, yeah.
And so we also do the some user testimonial.
So we met.
Queen Chang.
Yeah. And then she she was the, like, very concert fan.
So she usually go to concert every time and then so of course they like to take the picture of the singers, right?
But like anyway, they're in the distance, so it's not easy to take the picture in the right way. And then when they take pictures is everything is like like this way. So and after.
So when we when there's some concern, we do the marketing with the enhanced function like this.
So and after she know like this function and then she was like, wow, this is really amazing.
And then she started using it now.
Yeah. And that's the one of the case that how the people become one of our bands and another case was the.
And she's it's, like, kind of fashion bloggers.
So like she's just using epic to make the whole post with like anyways editing app so she doesn't need to go computer and then she just do the mobile with our app application.
The using the some of the editing function to show the her like style things and like. Yeah so she so she can make some eye-catching promotions and like material for her shop too.
Yeah. So it's actually so one of our target in the future for the appig is B2B as well.
So, so we already got a lot of like inquiry from the Portal studio that how can they reduce their working hours. You know, like there's a lot of like.
Basic coding things and.
A lot of adjustment and people like to be beautiful, so that's the one of the things that we are now talking with, like on other businesses.
Yeah, and let me share some of our marketing activities and like some numbers.
So AI yearbook was the our best case last year.
So it was like global sensation actually last year. So it has a more than like 5 million download in the global we just yeah and then like a lot of US celebrity.
Use the our application and to post on their SNS for.
Entirely, yeah.
And then a lot of news and a lot of interviews.
Yeah, that's we have done and.
Yeah. The revenue was also very amazing as well.
But like we just mentioned 1.7 million, but like actually it's more than ten time I guess that we got internally so and then like.
Yeah. So only within within the two weeks, almost like 33 million people download that.
So it was really sensation and then we got topped in the 56 countries in the of the world in the world. So in the epic, in the Google store.
Or app stores, yeah.
And the finally we which the 7 million users and 45 installation overall.
Yeah, in the for the epics.
And then for the AI, what we have done in Vietnam was the like some of the activity we have done.
What's the main 2 channel? One was the Kol Kol means key opinion leaders, which is influencers.
So we did some influencer marketing, but like some of them, they do it by themselves without like getting money. And we also put.
Some some like asset into the our SNS so social media channel. So one of the like some hot pages you know like the inside matlong. So we did the like PR things for our.
We promote our functions and we also have our official channels like like Tiktok or.
Talk or like Facebook, Instagram.
Yeah. So we also unloaded our post promoting them and then we also do have some affiliate channel.
Affiliate channel means it's like a account that is used by just our normal employee or I mean our people unload these things by themselves, but it actually went viral too so.
That was a marketing method that we did in Vietnam.
And then the what's the?
Yeah. The active subscriber increase like more more than 10% and KPI for the views and engagement is important.
But like we hit more than 100% and yeah. And then we got like more than 105 KOOS. I mean, like influencer is is organic.
So it's anyway, it looks very interesting.
So, like even influencer, they like to try.
Yeah. So.
Sadeem and Rihan and Tao Nile.
So they have done for this. Maybe you guys know like these three? Yeah, hopefully, yeah.
So let's go to the challenge.
And what so I just until now I just talk about some good things and like, oh, yeah, the market is growing and our app is amazing.
Yeah, but like, let's go to the some of the obstacles and some of the challenges that we have.
So yeah, so I think I think the bigger market is really potential but like, but it's really difficult.
It's it's not easy.
Market it's very top market.
Yeah, the reason why is people's are people doesn't have any.
They don't have any like hobby to subscribe, pay subscribe, pay services.
What are you know, like, you know, in the market a lot of cracked burgers are available too.
And even our application like they can you can join through the some of the third party in Group or something like that.
Yeah, and that was one of the thing.
And then we also have many bad vbus like I kind of like mosaic for the some of the two two like that kind of things in here. And then like whenever we have a like fighter content.
The comment is like so. Is this a free?
Is this function free?
That's the most likeded comment.
So this is the reality that we encountered in Vietnam.
Yeah. So this is one of the challenges.
And on other challenges is the first one was the more about the free user to page users turning the free user to page users. The second one will be the like how we manage the page users. So like because I think so, once they become a page us.
It's not easy to like, make them keep interest about our app because they only use the function they use.
So they don't use the function like they don't want to explore more.
In our application and use other functions, so we want to make the Community be trying to do this one, but it's not like we are just starting now too. So I think it's it's better to have some of the community that they shared their recipe and things, yeah.
So that was the, I mean like lululemons and they have all like, you know, they build a community and also one of the successful story. So like that was another one.
So let's go to the like questions so.
First question is the.
It's basically about.
How can we make the our massive Mau into the page users?
Yeah, so now the current Mau to page users ratio is about 2.3%.
But like, we need to maintain the Mau and then increase the.
Like page users up to the 5%, that was one of the like first question that I have with the budget of.
25 billion Tong by the end of the first half of the 2025.
So we have two big events, may be next year.
The one is the that another one is the Labor Day and hunting hunting's day.
Yeah, that was normally the traffic popping up like timing too.
And second question is like the first question I as I mentioned is about turning into.
Freezer to the paid users and this one is more about the how we manage the.
Page users so not not manage, I mean like how we make the page users to enjoy our app more with the more recipes and like having our communities.
Yeah. So this is the another question is like we need to make the strategies and sops, sop means send out operating procedures.
To operate the building like Community Playground for the paid users. So.
Like I won like 30% of the paid users join the like community and by the end of the first half of first half of the 2025 and then like I want to make some like give them some vibe that if you they if they.
Join us, then, like it's just by joining us like it's kind of cool, you know.
And then like being in the community like they feel like, oh, I'm good.
Like, I mean it's it's it sounds cool and then like I have a many people.
Who have a, you know, shared, like how to utilize the and things. And the budget is also same with 1.5 billion.
So yeah, so pretty much. That's it for me. And so do you guys have.
If you guys have a yeah, can you please follow our channel official account 1st and then we just open it recently like last week actually.
So we have not many followers.
So I I think I need your traffic and if we have more questions, I think you guys can reach our team members, team members here. Yeah and yeah, so.
Let's yeah. Thank you for listening. Yeah.
So this is the opportune moment to ask questions, and also that applies to Hanoi.
I will try to follow up the questions from my computer.
Yeah, and Yep. Anyone?
Thank you so much for your sharing and I have the first one questions about the user inside slide.
Yes, #11.
What the user insights? Yes.
For the app Subscriides app subscri.
I want to yes, I want to ask that it is a figure for snow users or users in the market.
For the users in the market.
So why do we list Canvas here?
Ah, OK.
Yeah. Yeah. And another one questions.
For the budget.
I want to clarify that are we having two separate 1.5 billions for two questions?
Separate ones, yeah, so.
Thank you.
Yeah. I also had the same question about the budget. I think it's very good.
So maybe you passed the microphone over here.
Hello Sir.
Thank you for your sharing.
So I have a little question here like.
Which is your most profitable age group of your customer?
I mean, the demographic is so the range is so wide, you know. So I just want like our Wish Age group is ready for pay for your.
Pro version.
Yeah.
Our like pro target would be the.
Under 30s, I guess, yeah.
Under 30.
Yeah, under 30s overnight lady and men. Yeah, and some.
Yeah, university student. Plus the some new employees. Entry level employees. Yeah. OK. I think these are the people. Someone who enjoy the SNS mostly.
Yeah, someone who do a lot of actively use the SNS.
Yeah. So I have a sub question here. Like you have a lot of function, right?
Yes, so.
Do you have any pricing strategy for that whole function?
Because I think you positioning your app as a OE nuong like any function in your app and when you compare to other competitors you have a lot of function though.
But your price is much lower than other computers.
So do you have any explanation for that?
I just ask about the.
Like what is our USP or yeah kind of.
Yeah, yeah, yeah.
I think having many function is already USP.
Yeah, I mean like like that's for real.
Actually, we don't know. People like which one.
So like many, let's say here like 70% like the one specific function but one people like some other function then maybe we can target that person with that function too.
So it's kind of like segregated.
It's very personalized.
We cannot say some specific function like loved by people, but that's really temporal.
Yeah. So when we plan the marketing plan like, yeah, it's it's not a like sustainable marketing plan.
Yeah. Thank you so much. Thank you.
Oh, why price is low.
I think I think our price.
Is not really that low I guess.
I mean it's low compared to may too but like because the high pig is.
Even if it's low, why people don't pay it?
That's the question.
Oh, OK.
I see.
Yeah, I think that that's the the one of the like concern from us too because like we have a way higher price in Korea or US and we trying to like lower the price in Vietnam, but still people still not really do subscription.
So that's the question too.
Yeah, that's why I'm here to ask you guys. Yeah.
Exactly, exactly. That's why they are here. They are.
Yeah, they are giving the challenge.
You know. Yeah, that's one of your tasks now to think.
So I want to go through a little bit about the.
The the campaign that you're successful campaign in past.
Are those like?
They certainly UGC, right?
But then, did they mention anything about Epic app on on their photos or on their captions when they paid 1?
They said it in the comment.
People ask.
And how was the performance for those campaign in the past?
Did you gain a lot of users?
And especially.
Paid users.
But key indicate I mean the KPI was the view and engage and also the active user inquis of 10% which is actually like not really high compared to what we have done.
Yeah. So the views, the total view was like, I don't know, like I think about like 5 to 10 million I guess. But then like that view doesn't like guarantee.
Our revenue increase, yeah, people just enjoy and like they also comment like is it free or something, you know, but it was paid.
It was separately paid from the active subscription.
So yeah, that was also maybe the point.
Yeah. That like people think is it's interesting. But anyways paid, you know? Yeah. And and you have never done any video promoted content.
In the past, right?
We had, I think for the snow we have a one very good case also successful in Vietnam too.
So I think more than 300 K 200,000 people use the AI profile last year for the ladies it was about ladies tunes, but like.
One video went viral from Korea.
I mean Vietnamese living in the Korea.
They she start the bio video and then all the viral video from like Vietnam as well. And we have a more than hundred 100 million views and it did actually turn into the.
I prop it because even though it is paid, they want to do so. We know that.
We feel that.
Oh, maybe if we can develop, if we can find out some of the specific recipe in Vietnam. It's not because they they not spending money, but like it's not just their taste.
Maybe yeah.
So that's what I felt, yeah.
So giving in fact of the Snow app was I think was somehow successful in the past because I I I know about it.
Do you think that most of their your users use?
Try to use the.
App epic because they know about snow.
No, it's not related.
I think most of the people here they haven't heard about the snow has APC storm and soda and footy.
I don't think so.
Yeah. They don't know. Maybe, yeah.
So it's not connected, it's all separate.
And that was intended, yeah.
Thank you for your answer, OK.
Thank you.
And now I have two questions. Or we have two questions online.
So just to mix it a little bit.
So while audiences preparing their questions, so I will read to you from online.
So one is and again it's partially.
Back pretty much to our teachers and course leader rather than you, but I will read it.
Can can I ask if I can choose question one or two?
To solve or we will have to choose both and. I think you you brought both and I think I would start the answer and then you can compliment as typically in the course you are at the end proposing a marketing innovation and that market innovation is kind of.
A proposal for a solution and that solution may.
Provide insights or help with both.
Maybe one more, maybe the other less.
It's really up to your solution, technically speaking.
From the course perspective, what would you like to add? It's up to you, yeah, so.
That's so that's that's that's the answer.
It can be the solution just like your epic case has a long list of functionalities and each functionality solves some kind of a problem, but it's a one app and one solution.
Same way you can think about answering to this question.
So there are two questions, but your solution may be so powerful to address both to some degree.
And the second question here is the duration and I think you mentioned already, it's the end of the first half of 2025.
So the question is marketing campaign duration.
Oh, it's. It's about the marketing campaign. Duration is up to us.
Or do you have any specific occasion or duration? And by the way?
Comment General comment. From my experience this course is different. This course doesn't require marketing campaign like generally speaking, it requires a marketing innovation.
Based on technology that serves the purpose of helping marketing achieve their goals.
So that's a conceptual difference in how to think about this.
It's not typically the marketing campaign that has a timeline, and you have a communication plan. No, this has.
A need to you propose a solution or proposal that uses technology to advance the marketing results in these two questions and and you mentioned I think yeah, the first half end of the first half of 2025, right? Yeah, yeah.
That's where that's kind of a timeline perspective, yes, yes.
And I think the final one here is.
Where do you currently advertise Epic to new users?
Yes, I think I can.
Tell about our marketing now.
Before we focus on gathering Mau, I mean active users.
So we do a lot of Kols, but recently we do the more focus on page users gathering.
So we do the a lot of like ambassador programs, so they become our like small group of the creators and they we make the like some content planning.
Oh, I think we have a dysfunction is interesting market, I guess so.
And they make it the video and they posted the video.
And that that's one of the things.
And second thing is we now joining a lot of university offline event.
So we introduce our applications and they got our goods like stickers, lanyard, water bottles and like that.
So these are the two main things we promoting our page users now, yeah.
Thank you.
So.
There were. These were all the questions online currently.
Any questions from the audience?
I Oh yes, two hands.
So we'll start with the person who hasn't asked and then come back to you, OK?
I assume not like the two question is on about customer. So are there any negative perception that you don't really want your customer to perceive about epic?
Come again?
I don't get your questions.
I mean not like.
Any negative perception about your brand that you don't really want your customer to have or to their love in their mind, well that can be good feedback.
So I'm listening.
Well, you know like, yeah.
Our team thing about the AI like people don't want their photo to be exposed on the.
Generating platform like you use their photo and they like some kind of to train the IAI.
So we don't want to mention about this a lot.
During the time that the AI yearbook was like booming in the US, there was some like, concerning raising about. We using the photo of our user to training the AI.
But from our side we have put out the report that we didn't, you know, like saving the portal from a user for more than three months.
So that's one we want to clarify to user like to be more freely using the.
AI packages and we kind of making a promise like not using.
Your private information and your images to training the AI model.
Yeah, that's one of the one of the negative issue and concern during the the booming of the AI yearbook last year, OK.
Thank you.
I think yeah. My note, my team know better than me. So yeah, thanks.
Yeah. Yeah. Thank you.
And as you see, our students are able and are willing to ask very difficult questions, which is which is a, which is a signal of the standard of our university, which is great.
My questions is that do you usually give users discounts to buy the subscriptions and the subscriptions available for different devices? For example maximum 5 devices or something so that the users can share between the friends or something.
I think we prohibit that, but if you share the Apple ID, maybe you can use it.
So that's that was one of the things how the other correct people use the substitution.
I mean they provide the service like so.
Yeah. I mean, as long as you don't share the Apple ID, you cannot use another like phone or things.
Yeah. But like, if you share your Apple App Store ID, then it seems like yeah, it is working.
Yeah, with other devices.
Because anyway, your devices like let's say your your laptop. Let's say you have 3 mobile phone but you only use the one App Store, right?
So you can use if you subscribe then you can use that full package in the that same devices.
But like, it's not easy to share. Yeah.
And how about a discount?
Do you usually discounts for users to buy the disc subscription?
Yeah, we always say discount, but it's, you know the prices are different.
Like layers.
Yeah, but by time but time.
By time, yeah, yeah.
All right.
Thank you.
Or have a question like can you please share your payment method for your app and make the payment method for the customer like how they can pay for your pro upgrade.
For banking or credit card or something?
Moo moo. Sorry. Yeah.
I think payments would.
I think it's through the App Store.
So which is Momo or credit card I guess?
And there was one other issue too, like like young people here in Vietnam, they don't have any payment method.
So yeah, that was.
Yeah, I think Momo and I have the like job payment method is kind of complex. So maybe that restrict the customer to pay for your pro upgrade.
So I just ask like can you please share your payment method like Wiley like?
Credit card or credit info or maybe?
Apple Pay or something?
Thing is kind of kind of confidential, but like for the payment method, if you want to have a direct payment payment method in the Vietnam, the government require us to have a separate server from Korea.
So which costs actually a lot of money and a lot of management fee like you know. So we just use a third party which is happy. So we pay a lot of like.
Commission to the app stores, but it's actually better for in terms of like company policies you know, so normally they want to protect their country, people, country applications so.
They have a policy like this, so we just want, you know, one or two guys paid through with app source, yeah.
I think you, yeah.
It's.
Hi my question is that I saw you here yet of your two questions they are mainly about the money active user, a pay user and achieve like 30% of paid user.
So would you be willing to share that?
Are there any pinpoints or are there any concern about the UX UI of your app from the current paid user?
Not easy to detect because they don't tell us.
They they don't tell you the people tell you about if people like.
Like to use the free app.
They tell you a lot of thing, but the page user doesn't share anything.
As you can see in the slide, I have the reveal in App Store. Some people say that the app is very easy to use and also the interface.
Is update.
By version by us.
Next November, we will have a big update about also the interface.
OK.
Thank you.
Hello I want to ask that normally how long does it take for you to turn a regular customer into AVIP 1?
How long does it take?
I think I think we we we don't have a specific data for that. But like I think we can guess they can do they normally do subscription pay become a paid user immediately or just not.
Yeah. Or sometime we also have a return page users, but like the ratio is not really high like so someone we we also provide the seven days free trials. So after they use the seven day free trial like the I think less than 10% they coming back.
Yeah.
As a page users, yeah.
What are the the top three reasons that they stop subscribing for your VIP enhance package in Portal Portal high resolutions and remove functions? And what?
Sorry, sorry. OK, I misunderst question. The top three I think.
Top three reasons I think the first reason is paid anyway.
And maybe they don't think it's necessary.
Yeah, because I think free free features maybe is enough for them. They think that.
Why do they have to pay for the extra, you know?
Yeah, it's. It's actually some two, some 22 to some people, yeah, and 3rd vision.
I'm not, I'm not sure.
Yeah, I think these are the two top two question.
Yeah, like top 2 answers.
1st is the It's anyways a paid one and they don't think it's necessary.
Yeah.
Actually, the to answer that questions, that is also one of your task to define the assignment.
The final questions.
Couple questions related to your current problems is that the customer are not willing to pay to be become the VIP user, so.
If after we research we found that they might fight some function in the VIP package is relevant to them and they only want to pay a little amount of money compared to their VAB package, can we?
Like so, we need to provide a innovate innovative solution.
So can we talk about the rising surge to, like, create a new package for those kind of user? Can we?
So it's you indicate that we just show them some, some few functions and then payless is that.
Yeah, maybe a lot.
Well, well, that can be the option.
But anyway, we give them the free trial, so I want them to you to use our application with the full functionality so.
Yeah, yeah for users.
Oh, oh, yeah. We also provide the free trial for the specific function, even though they are not like paid users.
So, like, let's say they can use the AI here for three times for free this week. We're already doing the higher activities. Yeah. And then after they use like free trial, some some they become our paid users.
Yeah, it's. Yeah, they think it's worth it, you know? Yeah.
Have questions?
Right. OK. Yeah.
One general comment from the teaching team.
Try not to get all the answers required for your assignments from the client now.
It's nice to try and make the shortcuts in life, but.
It's really important also once again to understand this course is different.
It's about you think not about marketing communication.
You think about technologies that are now accessible for marketers and how you can leverage those to help achieving these results.
So it's not.
Surface communication packaging. It can be as an outcome, but it has to have the technical component that helps to learn from the users the active users, the paying users, and then based on those insights, your technology can provide you hypothetically because you are not implementing it yet, but.
You build a concept you learn from their activities and then suggest data-driven.
Feedback to those users so they change their minds and they become paid users.
Something like this?
So where was the?
Yes.
So I would like to have a question about your community and.
So currently, which team in your community is in charge in building your community? And do you use any channel to focus and take care of your community?
Like do you use?
Do you have any Facebook group or something like that?
Sona currently is our team to manage the community and actually we have a currently we having a campaign which recruiting new the new creator who is like interested in epic and trying to promote it. Our strongest features which is the skin tone and so to enhance and right.
Now we have a we're just starting to build.
The the community because we realize the importance of.
Having a strong, loyal fan base for the app and for the brand, and so right now not only we sharing the.
The resolve video about the campaign, we also sharing the constantly sharing the new features that we have like the new package of futures or maybe like some updated for some of the feature and also we creating some tutorial on how to use some kind of function so that.
The pro user like.
They can't like sparking an idea that, oh, I didn't realize that epic has that all along.
So they might want to try it and then the result is.
I say is firstly is pretty positive because I follow them on privately on Instagram as well and I see like they're enjoying a lot of our features and they post a lot on on their stories. And I think that that can creating a worth amount kind of effect.
So that more people will know about the.
What do we offer?
And they will try to use it as a free user first, yeah.
I saw your resources have many subsidiary right like.
Snow neighbors, something like that.
So can we convert the user from this platform counted in this campaign?
So I.
Yeah. The question is, can you cross sell cross sell from the other apps?
Normally we don't do.
Yeah, it's separated.
And then we have a yeah, it's AI.
Think it's not a competition between us, but.
Yeah. Then they need to take their banner from the advertisement, which is another money too. So they don't already know. They don't do that.
Yeah, we don't do that.
So the answer is no.
So if you happen to have just like randomly stumbling upon the users of the other apps, then then you did good job.
But not internally.
Hi so my name is Kian.
I wanted to ask you about question two. So regarding community building.
So how are you dealing with the ownership of the image?
No shape of the image, yeah.
So you have the generative AI like you can generate yourself image to in cartoon, right?
So how you dealing with the ownership of the image? I think is is yours.
No, she means that.
Yeah, you use the AI function from IPIC. Then what is the ownership of the ownership of the picture, right?
Yes. Yeah, it's it's yours.
Yeah, it's not us.
We don't save that right?
Just regarding like building on an online community, so you can you can have a profile or something so.
I think it's permanent, you can just.
Yeah.
I think not, not clear of the question.
Can you repeat the question again?
Yeah, because when you creating a cartoon image of yourself so you can be like, go to the Internet.
So how are you going to prove that is your image about the ownership?
Why we need to?
I'm curious what why we need to prove that that picture is belong to?
It's like so regarding the technology that have emerged today. So your image can be floating around Internet, right?
So how you gonna prove that this is your image? Like the ownership of your image, the privacy concern?
If you utilize your other others people's pictures, then it can be the issue.
So it's now like one of the issue in in Korea is about the they use the like celebrity pictures into the application and use like make another video or something.
But APU only use your pictures to make the AI which is not exist in the in the world.
So it's kind of unique anyway, so it's ownership is belong to you, so.
I'm not sure like who will be asking you who? Who is the owner of these pictures? Yeah.
Yeah.
Not just asking about technology.
So the blockchains have this year, so I'm asking about the ownership regarding the tech, the technology adaptation.
That question is important.
Currently, we don't understand who, when and how.
That question is important.
Would help us. That would help us to answer it.
OK.
So for the context like your image, when you create like let's say you can create like a like dope image of yourself using the AI so but and someone could steal it from the Internet and sell it.
So how are you going to prove the ownership?
Are you dealing with the ownership like currently?
Share the pictures, yeah.
Yeah, yeah. How can that pictures get on the Internet? You need to clarify that, yeah.
I think we will move on and I think that the basic conclusion here is.
There are some questions outside of your competency and your business, and I think this is one of the questions which is which is a generic question.
It's about the ownership of the things online, and then what was missing, at least from your description, is who will be asking that question and most likely if somebody has created an image using any of the apps including Epic, then that the user has shared.
That own image online and everybody can access it and do whatever they want, and then it's a question of that user, why and what to share and when it it has nothing to do with.
Yeah, it's, I mean we don't share pictures, of course, of course, of course we cannot.
Yeah, it's a legal issue, you know.
Yes. Yeah.
So there there was this phase when a user uses your app to create and then user takes a step outside of your business, which means on your on your on their own social media and post it and and that's already is outside of your business area so it.
The question there is not it costs a lot actually if you want to say all the features from what you use.
Cost of the server is already 100 billion something.
Is this really a lot?
So we don't want to do that.
Yeah, normally application company, they don't want to do that. Yeah.
Question is relevant valid for today's world and intellectual property rights.
It's just outside of the business context for for the snow in this in in description you gave. Thank you.
Any yeah.
And well, we will also need to wrap it up sometime, but let's take a few more questions.
And this question is just about the preference in terms of technology.
Are you open for the adoptions of other technologies, for example arvr or something? Or are you more likely to leverage the current resources of AI usage?
The question is whether we want to utilize more AI things or we just use the current one.
I wanna ask that.
Are you open for new technologies or would you be more comfortable with us using the your current AI resources?
Which means that you want to make another features or yes. For example you can suggest new features that is very fit to Vietnam market and I think yeah, why not.
Yeah, but I'm not sure whether that that AI is compatible with our AI things, but that's another story.
But anyway, the concept of what new features is OK, we open of course we can develop too.
Yeah. If it is like. Sounds good. Yeah. Thank you.
Oh yeah, this question comes from the our assignment.
So it's it's a selection of technologies and answer is yes.
You from the perspective of the course, arrangements and assignments, you are having opportunity to select different kind of novel technologies and if the client Snow Corporation would think those are meaningful as a potential advancements to achieve their goals. Of course they would consider that.
So yeah, that's the combination.
Another thing is what I have emphasized for my tutorial group is that.
In this work integrated learning course, two things happen at the same time.
Two things are strongly connected, but they are not the same.
So one thing is you're learning the course material and you have the assessments according to the university standards and they're graded and this is what you do for the university.
That's one thing.
The other thing is our dear client bringing in the real case.
And challenge that they find it meaningful, relevant to share with you and expect your countryution with the ideas.
It's very strongly connected, but that's not the same.
And those things happen simultaneously in your head, and sometimes you might have a confusion.
But I want to clarify right here right now that those are two things strongly connected, but they are not the same course material. Course, expectations, assignments, grades, university procedures and then clients business, the app users and your suggestions for the client. So yeah.
Just to clarify that and I would say, I think we have done a very good job.
Explaining everything, answering the questions, there will be chances to raise the questions during the course.
Later, we will organize that as well and we'll give those questions over to the client and will receive those.
Will be 12 weeks of our efforts learning and applying, and then we already have set the time for pitching session and that's January 20th next year and before that, of course you will finish all your.
Assignments and we'll do your in class presentations and then there will be a process of semi final presentation selected that typically are given to the client.
So we don't give like 40 something presentations, we do something like 12 or 14 and they will choose best five to be invited for the January 20th and then on January 20th 5 finalist teams will see the client and of course all the others can join as well.
But those five teams will be presenting their final presentations.
To decline and generate 20th. Why it's so important.
Because Ted is right around the corner and we want that to be fixed. And you know that.
Well, the final thing after.
Maybe giving you the final word is we always are very happy and very pleased by.
Any client coming in and contributing to our university journey. That's why we always have some gifts prepared as a.
Valuable things and memories from your contribution to our university.
Thank you.
And thanks for the answers and the questions and.
Oh, why?
At social media, a lot of times.
Would you like to say some conclusive words or thanks for listening? And thanks agnis for allocate this event and it's very interesting and I like to really listen from you guys, the young opinions.
You know I'm also. Yeah. OK.
So please. Yeah. Yeah. Give me some opinion.
Thanks. Thanks once again and good luck.

Agnis Stibe stopped transcription "