Proud to Be Distinctively Different: Peter Bonac and His Mobiado Luxury Mobile Venture
HEC Montréal Case Centre

Proud to Be Distinctively Different: Peter Bonac and His Mobiado Luxury Mobile Venture

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CASE STUDY. This case sheds light on the background of Mobiado and the challenges faced by Bonac, a Canadian entrepreneur who aims to do things differently.

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Proud to Be Distinctively Different: Peter Bonac and His Mobiado Luxury Mobile Venture: Abstract

Mobiado is a Vancouver-based luxury mobile phone brand founded by Peter Bonac in 2004. A UBC Engineering Physics graduate, Bonac turned his dream of creating a distinctively different mobile phone into a business venture with distributors in 12 countries. His technologically advanced mobile phones were regarded as an icon of modernism and earned acclaim from the press.

In 2011, British luxury sports car maker Aston Martin announced a brand licensing agreement with Mobiado, paving the way for the launch of co-branded products in the highly competitive luxury mobile phone market. Is Bonac ready to take his Mobiado venture forward with this collaboration? This case sheds light on the background of Mobiado and the challenges faced by Bonac, a Canadian entrepreneur who aims to do things differently.

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