Opportunity ASEAN Mitchell Pham International Development Director AugenASIA / Augen Software Group

Opportunity ASEAN

Mitchell PhamInternational Development Director

AugenASIA / Augen Software Group

www.BENECURA.com www.AugenSoftwareGroup.com

www.AugenASIA.com

• Business background

• Visible areas of opportunity in Vietnam and the ASEAN region

• Examples of specific opportunities

• Examples of networks for business development

• Some lessons learned

• Some helpful organisations

• A day in the life… some photos

• Q & A

AGENDA


www.AugenASIA.com

AugenSOFT(since 1994)

Servicing other businesses in the software sector, including:

- Software Product Companies

- Software-as-a-Service (SaaS) Companies

- System Integrators

AugenGENERAL(since 1993)

Servicing businesses in many sectors, including:

- Banking

- Construction

- Finance

- Insurance

- Manufacturing

- Professional Services

- Transportation & Logistics

- Utility Services

Project Countries

AugenHEALTH/NGO(since 1995)

Serving community healthcare providers of:

- Disabilities Services

- Rehabilitation Services

- Mental Health & Addiction Services

- Social Services Related to Health & Wellbeing

New Zealand – Australia – Malaysia – Singapore – United Kingdom – Vietnam

Business Development

Solution Delivery

Product Development

Augen Software Group – Our IT Business

• ASEAN: Population = 0.6 billion / GDP = $2.7 trillion USD.

• China: Population = 1.3 billion / Economy = $5.9 trillion USD.

• Ho Chi Minh City & Hanoi: Ease of access to ASEAN, Taiwan, Hong Kong, Southern & Eastern China.

• Short flight distances.

• Small time zone difference.

• Relatively low cost telecommunication and high internet connectivity.

Regional Interests & Capabilities

www.AugenSoftwareGroup.com

From Software Services to Business Development in Asia

•AugenGENERAL: 1993 onwards

•AugenHEALTH/NGO: 1994/2002/2007 onwards

•AugenSOFT: 1998/2004 onwards

•AugenASIA: 2006/2010 onwards

•Recent change in environment: Global Economic Recession

•New area of opportunities: Clean & Green Technologies (CGT)

•Market-driven approach: Asia problem/opportunity domains

•Engagement models: Long-term strategies, in-market partnerships, opportunity-driven PULL vs PUSH approach

Business Evolution – Adapting to Change


www.AugenASIA.com

ASEAN = Region of many challenges…

•Clean Air, Water, Food and Energy

•Clean Shelter & Environment

•Healthcare & Education

•Safety & Security

•Climate Change & Natural Disasters

•Opportunity: Understanding of problems & connecting to solutions

•Enabler: Technology and Innovation

•Objective: Speed-to-market

•Strategy: Collaboration

•Vehicles: Partnerships

ASEAN’s Challenges = NZ’s Opportunities


www.AugenASIA.com

Energy crises:•Population size & economic growth rates

•Demand for & supply of energy – growth rates

•Grid coverage, power cuts and price increases

•Clean/green/sustainable/renewable energy supply – solar, wind, bio-mass, micro-hydro, geo-thermal, wave, etc.

•Power saving & usage optimisation – hardware, software, services

Industrial developments:

•Green/eco industrial parks

•Green buildings

Specific Opportunity Examples


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Provincial developments:•58 competing provinces – population & economic growth

•Agricultural, industrial, tourism, SME’s

•Healthcare, education, entertainment, lifestyle

•Government computerisation

International partnerships:•Clean Energy Solutions: With Vietnamese company of 35 years of building and constructing solutions in the electricity industry; later expanded partnership to Indonesia

•ICT Solutions: With Australian and Vietnamese companies; providing whole solutions including hardware, software and services

•Networks of distributors, resellers and referral partners in Australia and ASEAN markets

Specific Opportunity Examples (cont.)


www.AugenASIA.com

Vietnamese diaspora business networks:•Strategic Alliance Vietnamese Ventures International (SAVVi): Focused on business & investment opportunities in technology & innovation; clean energy, environmental protection and social development

•Business Association of Overseas Vietnamese (BAOOV): Focused on investment in development and business opportunities in all sectors across the Vietnamese economy

Regional & global networks:•Asia Society’s Asia 21 Network: Asia-Pacific wide network of leading entrepreneurs

•World Economic Forum’s YGL Network: World wide network of leading entrepreneurs

•KEA: New Zealand’s global network of entrepreneurs and professionals

Business Network Examples


www.AugenASIA.com

Some Lessons Learned


www.AugenASIA.com

• Presence + Engagement = RELEVANCE

• Market-driven approach: PULL is better than PUSH

• Collaboration: Partnerships = shortest path to success

• Sharing both risks and revenues not always simple – needs to be clear up-front, but also has to remain flexible, reviewed periodically and fine-tuned over time – expect teething periods

• Local partners may have good will and right connections/channels, but may not be ready to engage due to lack of processes

• Many paths are not direct; many relationships are not formalisable

• Supply chains absolutely critical – and must be formalised

• Frequent / full-time presence: Depending on partnership structure, partners’ local capabilities and their line of business

• ASEAN requires deliberate, serious and long-term commitment!

Embassy of the Socialist Republic of VietnamLevel 21 Grand Plimmer Tower, 2-6 Gilmer Terrace, Wellington.Tel: (04) 473 5912; Fax: (04) 473 5913.Email: [email protected].

New Zealand Trade & Enterprise (NZTE)Web Site: www.nzte.govt.nzPhone: 0800 555 888

Connect Auckland (or Connect New Zealand)Web Sites: www.connectnewzealand.comPhone: (09) 309 2031.

KEA New ZealandWeb Site: www.keanewzealand.com.Phone: (09) 302 3100.Email: [email protected].

Some Helpful Organisations in NZ


www.AugenASIA.com

Vietnamese

proverb says:

“Crossing river

easier than

crossing road,

but crossing

road more fun!”

A day in the life… CEO Peter Vile

www.AugenSoftwareGroup.com

Vietnamese staff say: “Work hard – Eat harder!”

A day in the life… some staff at work


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James Kember(NZ Ambassador)

Lisa Davies(TVNZ – ASB Business)

Russell Brown(ICT/Business Journalist)

Visitors say: “Vietnamese Augeneers – Same same, but different!”

(Augen staff in Vietnam are very ‘Kiwi’ in their ways.)

A day in the life… some Kiwi visitors

Augeneers say: “Seize the day!”

A day in the life… some staff at play


www.AugenASIA.com

Opportunity ASEAN – to be continued…

Questions & Answers


www.AugenASIA.com

Asia Office

T: +84 8 5437 1219 F: +84 8 5437 0122

Australasia Office

T: +64 9 307 1460

F: +64 9 307 1461

Web Sites www.augenasia.com

www.benecura.com

www.augensoftwaregroup.com


www.AugenASIA.com

Documents

Opportunity ASEAN Mitchell Pham International Development Director AugenASIA / Augen Software Group