9 cases of Anton Breman’s

professional effort in Asia

SummaryWith a passion for life improvement as well as business development my professional journey has provided me with a global and multicultural mindset. From various consultancies and discipline across the globe cultivating a broad and deep awareness of how design efforts can boost, recover and transform business across the market landscape.

I act in the crossroads of design, research insight and business strategy to create awareness, clarity and direction for organizations and brands. Considering usability, viability and feasibility creating sustainable directions that will narrow the gap between business goals, solution offering and users experience, for better products, services and system for the stakeholders.

I am striving to utilize my enthusiasm, experience and awareness in a proactive international environment to boost, recover and transform business. Design thinking for business development

Work experience:

Design Strategist at PEGA D&E Taipei, Taiwan, May 08 – May 09The position involved; Design strategy, strategic design, design management, design research, NPD, product identity and Asian OEM/ODM business.

PEGA D&E one of the leading OEM/ODM companies in the 3C and IT field in Asia, the position has given me hands on working experience in the consumer electronic manufacturing environment. As a member of the insight and strategy team, I had the opportunity to support the design team, sales, management and tier one customers with market research as well as consumer insights transforming them into innovative business strategies, products and service offerings.

I have also had the privilege to support management and corporate decision makers with programs, process and information for a more efficient and effective management as well as NPD process. Preserving existing constellations and cultures create new platforms that could lead the organization into new paradigms.

Industrial Designer at Summer Design Office Tranås, Sweden June – August 2007The position involved; Design strategy, brand identity, interior design and brand communication.

Temporary design office with the intention to let students and business meet and gain experience from each other, 7 projects were carried out in varies fields from playground layout, furniture to new business development.

My main customer, DK Data Kontor desired to transform their business framework from a traditional office supplier to a service oriented business model. We presented a verbal and visual identity concept, reframing their service offering in a simple and dynamic package called the DK-Box. While sustain there long history as an office supplier we also created a flexible and affordable retail interior that communicated there new direction.www.dkdata.se

Industrial Design Intern at Springtime Amsterdam, The Netherlands, June – August 2006The position involved; Brand extensions, brand strategy and concept development

During my internship at Springtime I was running two brand extension projects.One for the Dutch furniture brand Lintelo, where the focus was on creating new design concept exploration the brands extension possibilities. The second project was for an erotic product distributor where we explored various verbal and visual frameworks for new marketing and sales channels.

Industrial Design intern at Smart design New York, USA March – June 2006The position involved; User testing, product design, soft/hard prototyping.

Exposed to numerous kitchen appliances project I embraced the Smart design philosopher in user centric design while developing products through several concept exploration, user testing, and prototypes. It also lead to my first product that reached the market, an oven mitt for OXO that later on was sold at Target.

Industrial Design Intern at Ergonomidesign Stockholm, Sweden Sep 2004 – Sep -05The position involved; Brand identity, product design, user studies, ergonomic and concept design

During my internship at Ergonomidesign I worked on various design challenges that enriched my perception of how design can be used as a powerful tool for brands, products and users. While being part of brand strategy project for Optimus outdoor equipment I experienced how design can be used as a powerful tool to boost and transform businesses. The first product from there redesign was launched in March 2006.With Ergonomidesigns emphasis on ergonomic and universal design I experienced the complexity and importance of connecting human behaviors and anatomy to objects. Through hands on in context user studies and prototyping in the development of hand-heald tools and automotive interior.

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Anton Breman Resume

Education:MA Industrial Design LTH Sweden2001-07As a student at IKDC, Ingvar Kamprad Design Centre, I reserved a broad platform in visualization, functionality and esthetics. LTH was an international environment where we in numerous courses collaborating and learned from international well known key players in the design scene. Given me the foundation in development of product services and systems with a sustainable perspective.

Collaboration projects:NASA – LRT 2006The project involved; Scenario planning, scenario role play, product life scenario and product design.

Design for extreme environments was a school project in co-operation with NASA and there planned lunar expedition 2020. With a close collaboration with NASA and a one month on site camp at NASA, JSC in Houston, Texas, USA. We where exposed to the complexity and safety measurements that NASA is requiring for there programs. It also put our design skills at test and showed us how you with a design mentality can solve complex problems under extreme condition while taking in consideration the entire lunar expedition from earth and back again. The collaboration resulted in a low-tech human powered lunar rescue vehicle that allowed the astronaut’s to move twises as fare on the same metabolic load and therefore expanded the aria they could explore on the lunar surface. Challenging and rewarding.

Other collaboration projects IDEO, Royal College of Art, Ikea, Atelje lyktan, Tetra pack, Zenith Design

FIDU (preparing industrial design education) 2000-01The main focus of the education was concept development and visualisation that we used to apply for various Industrial Design educations.

AC Art College Gothenburg 2000Basic oil painting, photography and sculptural studies.

AAC (Academy of Art College) San Francisco 1999-01Industrial Design program learning basic principles in drawing and sculpturing

Awards:Special prize Nike Play award 2005The special prize was to visit the NIKE World Headquarters in Portland where we had the opportunity to work side by side and learn from professional footwear designer. While following there process and requirement we where able to experience the procedure and steps in the development of a NIKE Skateboard model that lead to a customized NIKE SB concept shoe.

1: price Culinary Cup 2005The theme of the contest was to create and visualize two meal concept for 2010, one for weekdays and one for parties.

With a cross-disciplinary team involving food chemist, chefs and designers we worked side by side to tailor make the meals for tomorrow. It showed me the importance and power of how different disciplines can work together to innovative with a holistic approach, considering users, nutrition, preservation, branding and distribution.

Juries citation”Two cross-disciplinary innovative concepts with a futuristic approach”

2: end price in Future Sound of Sweden 2005Sub - satellite sound system for portable music as mp3.

anton.breman@gmail.comwww.antonbreman.com

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The Hat WorkshopGoal;Accomplish the management goals at PEGA D&E.

Objective;Create a workshop that helps the staff to understand the organizations goals. Visualize the organizations goal and define the objectives.Build ownership of the objectives over team.

Outcome;A road map that guides the organization to its goals, dividing the action items over the organization by taking advantage of its internal resources.

Link to HW presentation on slideshare

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Extracting Information Organizing Information

Team Building Exercises

Creating Action Plan

1

SUDANCanarArabic and English

Togo, FrenchBenin, French

OPERATING

3G

INTERESTOrascom

Etisalat

United Arab EmiratesEtisalat

ZANZIBARZantel

SAUDI ARABIAEtisalat Etihad MobilyHSPDA

AFGHANISTANEtisalat AfghanistanGPRS, MMS

INDONESIAExcelcomindo

Gabon, French

Côte d’Ivoire Frech

Central African Republic (CAR). Sango, French

Burkina Faso, French, Indigenous

Atlantique MoovGPRS-Edge

Niger, French

TUNISIATunisiana

IRAQIraQna

BANGLADESHBanglalink

ZIMBAWETelecel Zimbabwe

PAKSITANMobilinkPTCL

EGYPTOfficial languages Arabic نادوسلا Population 75,042M, GDP/ Per capita $5,491(97th)Cell phone penetration rate 2008, 46%MobiNil Launch service in 2009Q3Etisalat Misr 3.75G (HSDPA)

ALGERIAOfficial languages Arabic رئازجلا,Population 33.769 millionGDP/ Per capita $8,100 (84th)Cell phone penetration rate 2007, 81 %Orascom Telecom Algeria GPRS and EDGEDjezzyBidding and relase in E/2008

NIGERIAOfficial languages English,Population 148 MGDP/ Per capita $1,500 (165th²) Cell phone penetration rate 2007, 24.1%EMTS launch in 2008, Alheri 3G HSDPA 2010

TanzaniaOfficial languages Swahili (de facto) English Popula-tion 37.849M, GDP/ Per capita $1,100 (178th)Cell phone penetration rate 2006, 14,5%Vodacom HSDPA 2007

Provider Penetration Africa

Mobile MarketingGoal;Define and detect market opportunities for Pegatron and the development of feature phones in developing counters.

Objective;Market Segmentation + Competitive Differentiation = Market Positioning

Outcome;Entry-level mobile for the emerging markets that quickly and cheaply repackaging for sales in developed nations.Trickle-up innovation

2

Design PresenceGoal;Increase the awareness of the value of design as a strategically asset to the organization.

Objective;By communicating the value of design strategy throughout the organization, from the different design departments to sales and PM.

Improve internal communication of the position, value and contribution of design.

Outcome;- Increased presence of design in preliminary stages in NPD (New Product Development)- Improve internal cross BU (Business Units) collaboration- New service offering and working collaborations

DESIGN AS ;

an aesthetic value

a functional & technical driver

decision indicator

decision driver

direction driver

a business asset

3

Determine Business Strategy

DefineCustomerExperience

DetermineBrand

Strategy

CreateConcepts

Develop Design

ManageStandards

Produce Distribute

Leaders

Creators

Moste DesignFirms

Makers

High FeesExecutive

Level

Low FeesLow In�uence

BrandStrategy

Brand Identity

Design Identity

Design Development

Production DistributionDesignManagement

BusinessStrategy

Design as Tactic

Design as Strategy

Management toolsGoal;Support management with tools, facts and information for more informed decision making

Objective;Establishing and create a design process, with the most appropriate approach. Outcome;A more efficient and effective management

What is our position?

What do we want other people will associate with us? Who are we?

What do we o�er?

Who are our clients?

Who are our competitors?

Strategy

Discover & Understand De�ne High level development Detaild develop Develop & test Deplyment

Development Implementation

Del

iver

able

sAc

tivite

sIn

put

Planing

Current Product Status1. Sync with internal team,marketing, BU and ID2. Visualize our internal status3.Create foundation for the PR materials

New opportunitiesGive directions,

Research & analysis / Design Audit(Internal)1. Deeper understand of EcoSystem, Roadmap

2. Analyze current status,Product & Segmentation

Design Audit (External)1. Explore or project external patterns/behaviors/values/trends

Pilot Roadmap Road map model

Roadmap development 1. Trinity-- User, Tecnical, Business

Workshop & objective development

Prototype Recommended modification

Prototype development Pilot pressentation

Beta &Identety/templates

Visual designtemplates &contentdevelopment

Compleatfinal vertion

Development& quality assurance

Directions/ClarificationBrief (Project Definition)Scope FocusExpectation

Brief DevelopmentProcessScheduleDirectionPossibilitiesTopic (Project Name)

BU5R&D --> Roadmap SettingMarket (Mike)SalesEE

Balance between internal mar-keting & Design

Market status, Statistics and Sales Condition

Potential client, Market status, Time to market, Technical information

4 Intangibles

Tangibles

Strategy Produce

MFGManufacturing

ICCVISUALCOMMUNICATION

ISDESIGN RESEARCH

IDINDUSTRIAL DESIGN

FMCCOLOR &MATERIAL LAB

DSDESIGN STRATEGY

BMiBUSINESS & MARKETING

INTELLIGENCE

IxDINTERACTION

DESIGN

PMProject Manager

Design for Vision

Design for Competence

Design for Expectations

Design for Control

Design for Meaning

Design for Presence

NPD (New Product Development)

Goal;Transform the OEM NPD to a IDMS NPD

ObjectiveHow to transform an ODM/OEM company to a IDMS/OTM organization?R&R for the design department in this process.

Outcome; Increased project hit rate.Reduce sunk cost.

OEM, ODM

IDMS (Innovation, Design, Manufacturing & Service )

BUSINESSViability

DESIGNDesirability

TECHNOLOGYFeasibility

ProjectGoals, ObjectivesTime to market

Target Costumer / SegmentWhich countryGenderAgeSocial statusScenario

P0Business Strategy De�nition

Marketing Plan

P1Feasibility & Viability

DESIGNDesirability

TECHNOLOGYFeasibility

BUSINESSViability

P2Beta Testing & Marketing Testing

TecnologicalFeacebillety and accessibility.

Tecnological Feacebillety Spec. De�nition

Business VibilletyOpertuntey portfolioExploration of targeted user & costumer groups, there characteris-tics and their unique needs, goals and objectives.

PreliminaryBusiness Case

Re�nd Business Case

FinalBusiness Case

Proposal ApprovalApproval meeting (review Design Concept, Strategy, Resource, Financial Plan and etc.)

Kick-o� meeting ParticipatoryDesign

Low-�delityPrototype High-�delity

Prototype

Technological opportunity Exploration of industry, technical trends, feasibility & accessibility

Reviw metingConjoint Analysis

User BehaviorsScenario Lab, Focus Group, Needs identi�cation

5RESEARCH

DESIGN

SUPPLY CHAIN

IDEAS

$ LOST

$ LOST

RESEARCHDESIGN

SUPPLY CHAIN

CONSUMERINSIGHTS

6 Design thinkersGoal;Give a push for the design scene in Taipei

Objective;Create actual and virtual communication platforms for the design community in and around Taipei.

Outcome;Networking and information sharing events.

Music

Mobile Context

7 ACG User ResearchGoal;Generate a deeper understanding of the Always Connected Generation. Objective;- Execute a workshop that will give us a broad insight in of Taiwan’s relation to digital and connectivity and spread the word of PEGA’s research and insight department.- Detect interesting personalities that could be part in a deeper research session, creating diaries over a period of seven days.

Outcome;ACG DefinitionDesign principles for a Mobile Internet Device

1.Cut & Paste workshop

2. Process 52 Questionnaires + 48 dream

boards from two days workshop3. Select 6 ACG's for photo diary

4. Identifying needs, patterns

and behaviors

Four complete

- Data questionnaire,

- Dream board

- Photo diary

Social / Connected

Commercial

Physical Virtual

SocialWeb

GeoWeb

Sweet spot for mobile marketing

Authenticity do to C2C filter

TransportationWhat is where and how can I get there?

Translation & DirectionsMultiple tasks e.g. Translation and direction

EducateGives small and concise answer for every day questions, reduce amount of clicks

ExploreGives you hints of what’s around the corner.

Information accessWhat I’m buying and what I’m spending.Pricerunner, exchange rate etc

Filtered mapsGives you clearer view of what’s around.

What happens today?Specific information, links that is relevant.

ACG

WEBService Translatior Travel Info U2UNetwork

Product Product

WorldWideWebb

WiFi 3.5G GPS

Bluetoth

U2U

Network

Software

USER

Platform Innovation

Time

Lanching of first prototyp at World EXPO

Realizing and Implimanting ACG 1.0

Realizing and Implimanting ACG 2.0

Realizing and Implimantions ACG Mobile

Concept

Concept

User Research

Publication

Event

AdvertisingExhibit

Promotion

WOMM

Touch point’s

Problem framing

Business Intelligence

RequirementsGathering / Research

Distribution

Foundation

Software

Hardware

DirectResponse

Web Design

Architecting the Technology

Information Architecture

Supplier

Product design

Naming

Prototyping

Usability

Interaction

Brand Strategy

Identity

ACG

Project scope

Networking Advanced NPD projectCommunication with contextual information

Goal;Create new product opportunities for our client and strengthen the relationship.

Objective;Detect opportunities and market segments with the most appropriate features for further exploration.Understanding the user and map out the real situation.Making technology more human

Outcome;A road map on how the to develop a ubicuous and secure information platforms.

Mapping out the network frameworkBy braking down the topic to Identify the root problems or opportunities

Internet FoundationIP, Hardware and Software

Interaction NetworkCommunication Platform

Extract

Interact

8

Understanding the user context

You have 10 min in the morning to whaighting for the train to arrive. And you just what to be entertaind. Your status is “on the go”

Entertain me

Friendship messengerLocation messenger

How was it the recommend this place?I recognize that guy! Didn’t I see him at??

Introduce me! Contact list Getting in contact with the right person in your network.

Where are my friends? Where should we meet?

LocationWho is around?

Easy access for everyone in your network to share swap and for-ward information. Instead of sending the fils, you forward the link where you can view the content.

Instant sharing/upload. How are we handling, sheering, archiving, tagging our media fils.

CloudYou have to see this!

CloudSharing Bank

Mentality - The modern performerThe young, unconventional power elite:

Intense life in profession and privateThey use internet to manage their livesMulti-optionality, flexible and multimedia enthusiasmThey are the power user of the internet NOW

A Forecast of the

Mobile Context: Social Contacts;Family, Friends, Colleges, CommunityPrivacyGets now less important but it will be a major dilemmaStatusWhat am I doing, right now?LocationAn emerging key to contextPreferencesWhat I’d like to doHandset CapabilitiesSmarter, smaller, specializedTime EfficiencyBetter Software reducesLearning and usage time

Status

Time E�ciency

PrivacySocial Contacts

Loca

tion

Prefe

renc

es

Handset Capabilitie

s

VirtualisationCloud

Drops

Filter

Status

ContactsContent

Location

What are they doing now?

Who are they?Do I know there friends?

Where are they?Where was thisPicture taken?

A mobile platform that adapts its behavior to your activities

The system cross pollinate and filter your web applications to create your one mix of information. E.g. You can look in to your family photo album and see where it was taken and home where there to if the same persons are back in the city for a reunion, in a simple and intuitive way.

Mobility is the new platform, and semantic technologies are needed to deliver seamless, customizable, context aware services, any time, any where.

What are they doing now?

Where are they?Where was thisPicture taken?

Threshold breaker

Orbit Goal;Pass the benefits of digital technology to non-digital users. Bridging the digital divide.

Objective;The rising accessibility and affordability of digital cameras and camera phones has created a boom on digital capturing and lead to a stronger need for simple media management.ORBIT bridges the digital divide, lowering the threshold resistance for new technology adoption on both the Top and Bottom of the Pyramid by providing an analog user experience.

Outcome;ORBIT is a scalable system that starts with a simple solution and allows growing its capacity along with the user’s technological abilities.

Starting from a non digital audience, ORBIT proposes a bottom up innovation, allowing people to store, manage and share their memories with no boundaries

A haven for your digital memories

Mobile

- Communication- Digital capturing- Web access- Digital capturing

[ORBIT] Digital capturing storage Processing Cheering Increase web accessibility

WEB

Digital Camera

- Digital capturing

Service offerings

- Unlimited safe storage- Services - communication

Revenues

- Interactive marketing

Developed MarketsEurope and USA

Emerging MarketsBRIC nations

9

Thank you for your timeFeel free to e-mail me at anton.breman@gmail.com

or visit www.antonbreman.com