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

1. AGENDA 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

2. Augen Software Group – Our IT Business
AugenGENERAL
(since 1993)
Servicing businesses in many sectors, including:
- Banking
- Construction
- Finance
- Insurance
- Manufacturing
- Professional Services
- Transportation & Logistics
- Utility Services
AugenSOFT
(since 1994)
Servicing other businesses in the software sector, including:
- Software Product Companies
- Software-as-a-Service (SaaS) Companies
- System Integrators
AugenHEALTH/NGO
(since 1995)
Serving community healthcare providers of:
- Disabilities Services
- Rehabilitation Services
- Mental Health & Addiction Services
- Social Services Related to Health & Wellbeing
Business Development
Solution Delivery
Product Development
Project Countries
New Zealand – Australia – Malaysia – Singapore – United Kingdom – Vietnam 2

3. Regional Interests & Capabilities
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. 3

4. Business Evolution – Adapting to Change
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

5. ASEAN’s Challenges = NZ’s Opportunities
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

6. Specific Opportunity Examples
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

7. Specific Opportunity Examples (cont.)
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

8. Business Network Examples
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

9. Some Lessons Learned 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!

10. Some Helpful Organisations in NZ
Embassy of the Socialist Republic of Vietnam
Level 21 Grand Plimmer Tower, 2-6 Gilmer Terrace, Wellington.
Tel: (04) ; Fax: (04)
New Zealand Trade & Enterprise (NZTE)
Web Site:
Phone:
Connect Auckland (or Connect New Zealand)
Web Sites:
Phone: (09)
KEA New Zealand
Web Site:
Phone: (09)

11. A day in the life… CEO Peter Vile
Vietnamese
proverb says:
“Crossing river
easier than
crossing road,
but crossing
road more fun!” 11

12. Vietnamese staff say: “Work hard – Eat harder!”
A day in the life… some staff at work
Vietnamese staff say: “Work hard – Eat harder!” 12

13. A day in the life… some Kiwi visitors
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.) 13

14. Augeneers say: “Seize the day!”
A day in the life… some staff at play
Augeneers say: “Seize the day!” 14

15. Opportunity ASEAN – to be continued…
Questions & Answers 15

16. Asia Office T: F: Australasia Office T: F: Web Sites