On the working desk of Nguyen Tu Quang, Bkav Chairman and CEO were models of Bphone. Bkav Communications Director quickly moved out of sight a “strange” phone on the table before the reporter took photos for the interview.

Every year, Bkav has been launching Bphone in the event with about 2,000 live viewers, but the number of online followers is much more. There was a year that millions of people followed our event online. Therefore, it is reasonable to launch online.

Bphone 4 is expected to be launched online on April 7, 2020 but then comes an unexpected event, the requirement of social distancing in 2 weeks from April 1, 2020 by Vietnam’s Prime Minister. What will happen to the launch event of Bkav?

Now is the peak of the Covid-19 pandemic, consumers are “idle”, and you insist on launching a new Bphone on April 7. Why is it?

That is Bkav’s plan established long before. When the pandemic broke out, right after the Tet holiday, our company met for analysis. We predicted this would be a long-term fight, because the virus has spread all over the world, it is difficult to disappear in one or two days.

But we cannot wait. So, what is the strategy?

The first is to follow the instructions of the Government, and health experts to ensure safety. Otherwise, everything goes on as usual. Bkav has been operating normally since the beginning of the year.

We ask the question that Vietnam has been doing well, but what’s next? Vietnam is very good at fighting against the pandemic and the facts of the past few months have clearly proved that. As you can see, in Europe and the United States the number of people infected goes upward. Vietnam is completely different and among the rare countries in the world to do so. But Vietnam will have to trade with other countries that are not as good in pandemic control as us, so we should always be ready for any fluctuations.

As such, we see that the launch event can still be proceeded but with another method, that is online. This is even more special and suitable when we are a technology enterprise.

In fact, it is about a week later than the initial plan, which was to launch in March 2020.

How can you decide everything should go on normally?

Technology sector has particularities. People are used to follow online events such as watching clips and livestreams, reading articles written by reporters and reviewers.

Every year, Bkav has been launching Bphone in the event with about 2,000 live viewers, but the number of online followers is much more. There was a year that millions of people followed our event online. Therefore, it is reasonable to launch online.

As for the product, as I said the fight against the pandemic is in a long term, everything could not be freezed for the whole year. It’s time for everything to return to normal life, even if it is within a certain limit.

Currently, Bphone is being distributed through Bphone Store chain of Bkav and some stores of network operators - that distribute essential goods and services. We have also calculated and accepted the case that even after the launch, shops are still not allowed to open because of the pandemic situation.

During the fight against the pandemic, we could not assert that it would always be favorable, but with the spirit of “long-term fight”, we are prepared to handle everything that comes up.

During the pandemic, the online launch is a reasonable choice but do you think it cannot be as hot as when you are presenting on stage in front of thousands of viewers and interacting directly with them?

At first, I also wondered about that, I even thought of delaying the launch. But with the spirit mentioned above, the strategy must still be “normal within the limit”.

After more analysis, I see that it is entirely possible. It's like turning defeat into victory, turning disadvantages into advantages.

In fact, if we organize an event with an auditorium of several thousand people, with fans, even crazy fans, the atmosphere is very high! Now, with no live audience, just online viewers, the atmosphere will be different.

But as I just said, most people follow the event online. And we will make it truly online, with a change of nature, not simply a normal online launch with the audience watching livestream.

Do you see any bright spot in doing so when the whole society is worried about the pandemic?

By launching at this time, there are disadvantages and advantages. The obvious disadvantage is that the whole society is worried about the pandemic, so the movement is limited. But I think it might become a bright spot for people to see that we can still operate normally, within the limit.

This pandemic is like a war. There is an old [Vietnamese] saying that “the singing voice is louder than the bombing”. In that war, optimism was an extremely good quality of Vietnamese people, so should it now.

In short, we should do our tasks with the performance as good as possible, instead of waiting for the pandemic to be fine in 1-2 weeks.

I believe that Vietnam is fighting very well against the pandemic, few countries can do as well as Vietnam. Occasionally the pandemic can outbreak somewhere but the Government also has experience to handle it. And we still have to live on.

What do you think about the “idling” strategy of other businesses?

I don't think about them, I only think about mine. In the long-term fight, I have to decide and who knows if we can turn disadvantages into advantages. I believe that it will be a great online launch and help people have a good mood during the fight like this.

When Bphone 1 was launched, you positioned it in a high-end segment. The following Bphone models with lower prices and Bphone 3 in the mid-range are well received. What’s about Bphone 4?

All I have done has its very clear philosophy. Since the beginning, we have chosen high-end products. Why?

If we choose the premium segment, we will have to compete with the big names. Building such a brand right away is impossible, even if it is possbile in terms of technology.

And with the high-end segment, after being successful, we can reach to the premium segment as well as turn to the mid-range, cheap segments. That was the strategy from the beginning. I received a lot of criticism about “you make a phone for Vietnamese people but why don’t you make it cheap”. I accept that people have not fully understood yet.

Brand positioning is critical in business. In the field of smartphones, brands that have positioned cheaply are unable to produce and market higher-end products because of both content and form.

In terms of content, to offer a cheap price, many things must be cut, so it is impossible to invest in R&D properly. As a result, the form of the product is always tied to a low price. Products that are not properly invested in R&D cannot provide a good experience. It forms the notion that the technology level of that company is just like that. Later it is extremely difficult to overcome that notion.

Why is Bphone 4 called B86?

This time we offer to more segments, divide our products into different lines, so we need a name. It is that simple.

About Bphone, many people think the term Computing Photography is a deliberately confusing saying to make the product seem special, instead of Smart Camera or AI Camera?

Bkav's philosophy is "Get to the heart of the matter". Everything that Bkav does is truly real. This time, we invest in computing a lot.

The first company to use the keyword AI Camera in a launch is Bkav - many people may not notice it. Only a few months later did Apple use the concept.

Bkav originates from a software company. With B86, we use a high level of computing technology to overcome the boundaries of physics. We work with a lot of photographers to bring their experiences into our products.

It can be seen that there has been a change in the way of your communications. Previously, you did not use Facebook publicly, but now you use your personal Facebook to share information about Bphone 4 scatteredly before the event. Why is it?

That is also my concern. From Bphone 3, I came up with the idea of ​​whether to communicate directly with people via Facebook, because I clearly see the digital society and the change in the way things work.

Previously, businesses communicated with people through press releases, and newsletters on the website. It is traditional and standard. But society has changed. A typical example is President Donald Trump - who breaks all normal rules of a politician.

The launch of the product is not just within an event like before. Ever since I posted the first entry about B86 on Facebook, it's been launched. 

The press is the same. I read news via Facebook. People exchange on Facebook. The way of communications of the society has changed. And direct dialogue will bring more confidence and excitement.

We also change our philosophy.

In 2015, half a year before Bphone 1 was launched, we also had activities to provide information about the product in the form of "leaks", which is similar to the way I have "leaked" news on Facebook in the past time.

But according to our current philosophy, the launch of the product is not just within an event like before. Ever since I posted the first entry about B86 on Facebook, it's been launched. The launch of the product is now before, during and after the event.

With the Prime Minister's new decision on "social distancing in 15 days", will you change your decision on the official launch date of Bphone?

The official launch of the new Bphone on April 7 will depend on the partner of Vietnam Television Station, so we will have to wait for a decision from VTV. But as I said, in fact, Bphone has been launched since I first posted on Facebook. The launch event is just a highlight of the event so the time is not so important.

You pursue smartphone self-design and self-production for many years while few people in Vietnam do so because it is too difficult. What do you think about this?

The story of Bphone has been more than 10 years. Each year, we spend about VND 100 billion in cash for R&D (research and development). But with the output as announced, it is certainly not profitable and trillions has been spent while in this field, the bank does not lend money.

What is the base for me to be that patient and persistent? There comes our working philosophy: "Get to the heart of the matter". Once we understand the philosophy of the work, just do it, no matter how long it lasts, no matter how difficult it is. Importantly, we know what we are doing, how we do it, what our strategy is and what our goals are.

Where do you get the money to invest in Bphone when the bank does not lend?

The biggest revenue for Bkav to continue investing in Bphone up to now is still the software. Without software, it is impossible to invest in the smartphone segment.

You have said that over the past 10 years Bkav has wanted and strived to bring Vietnamese people the best smartphone at the most reasonable price. But the number of Bphones sold is just a few, while newly born Vsmart has market share increase quickly. What do you think?

When Vsmart announced its manufacturing smartphone, we initially had concerns. But right after that, after analyzing the essence, I found it a good thing. It is from the bottom of my heart. The ways of two corporations are different.

Vsmart chose the low-cost segment first, while we chose the high-end. If it is the cheap-price segment, you certainly have the sales right away, but to be frank, it is very difficult to get to the high-end segment.

I used to think of approaching the low-price segment, but now someone else does it, the two businesses can "sum up" to create the Vietnamese brand power. That was my purpose from the beginning: Creating the smartphone industry in Vietnam, not just creating Bkav products.

You have been working for many years with smartphone but no profit has been gained yet. Have you ever wanted to give up?

Saying absolutely no is a lie, because people have emotions no matter what. But it is only for a moment. Because I know how I did and will do it. Despite difficulties, most of them are still in the philosophy set out. Once there is a solid foundation, I will overcome.

Looking at both the picture of Bkav and the picture of Vietnam smartphone industry, what do you see?

I am very proud that the Vietnamese smartphone industry that was initiated by Bkav has shown signs of success. Please note that, participating in the smartphone market today is only a few countries and they all are the largest countries in the world such as the US, China and South Korea.

Vietnam is not a rich country but has smartphone companies such as Bkav and Vingroup. It has really changed the face of Vietnam and I am proud to have contributed to the initiation of that industry.

We have faith in our path, so it does not matter if you have to spend 1,000 billion dong or a dozen years.

Soha.vn (Vietnamese online newspaper)