Critical Success Factors

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Topics: Marketing
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Philip Tiongson
Director, Solutions at Agility Research & Strategy see all my answers
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When I discuss business development with clients, I usually use a mnemonic that I got from one of my mentors: STEEP. (Now don 't be a little disheartened by the word itself.)

Socio-cultural. Take into consideration the social factors that could affect the development of your video games company. There are a number of studies available on the internet where you can probably take a glimpse of the cultural diversity that exists in Asia. There is no "one solid definition" of an Asian, I believe. The Philippines, for example, is quite "Americanized" in its values with a tinge of Spanish - and to a certain extent, they love entertainment and the youth 's entertainment options are beginning to expand significantly and their expectations of traditional media such as TV and radio are being transferred to new things such as games. Singapore is quite liberal in its views due to its being very economically developed, though they put a premium on education and success. This I think is the first step: How will your company play out against these socio-cultural undercurrents and forces? How will the games attract these consumers?

Technological. I am assuming that your product line will encompass both PC, 'wired ', and streamed/online games. If this assumption is true, then a technology audit is necessary. Again, a rough estimate of Asian internet penetration would put it at say 10% and perhaps PC ownership at say 20%. However, that varies across. Knowing in-home PC penetration AND actual access to the internet across Asia is critical. In developing countries such as Vietnam, Thailand, and the Philippines, there is low in-home PC penetration, low in-home internet penetration, and low broadband connection, however, internet cafes are a big thing. How can your business model



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