Post on 31-May-2020
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
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Competitive Dynamics:
Becoming A Market-Driven Company
Chris Hummel
Chief Commercial Officer
Siemens Enterprise Communications
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
How do companies react when their market changes?
For Decades 2000-2010 Today
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
How do companies react when their market changes?
For Decades Today 2000-2010
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Where has IBM put their investment when their market changes?
For Decades Today 2000-2010
Software
Services
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Where has Siemens Enterprise Communications evolved from?
For Decades
Telephone
Systems
2000-2010
Voice Over
IP Systems
Today … and Tomorrow
Unified
Communications
The Social
Enterprise
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Our current corporate profile – a leader in enterprise communications
Revenues of €2.1 billion ($2.8 billion) FY-2012
Joint venture 51% Gores Group, 49% Siemens AG
Leading share in multiple global markets
Over 1 million customers across 110 countries
Market Leadership validated by top industry analysts
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
We strive to deliver strategic business value to our customers
Productivity
and Team
Collaboration
Gain
Competitive
Advantage
Reduce
Communications
Costs
Improve
Operational
Efficiencies
Efficiency Effectiveness
Tacti
cal
S
trate
gic
We enable organizations
to improve the efficiency
and effectiveness of
their communications
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
The competitive influx – at increasing rate and diversity
Enterprise
Communications
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Competition is escalating while market is maturing
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Fierce battle for customer installed base
Competing for limited channel partners
New entrants are changing the dynamic
Increasing rate of change in market
Enterprise Communications Market
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
And some challenges had accumulated – change was imperative
Our engineering-driven culture was rooted in telecom business
Massive proliferation of communications media and devices
A tectonic shift in the number and the diversity of competitors
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
DRAFT
Our Transformational Journey Our transformational journey to be more market-driven DRAFT
Our transformational journey to be more market-driven
Perspective
Organization
Process
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Making the leap from ports to people
Ports
Connectivity
Session
Device
Add-Ons
Technical Support
People
Productivity
Conversation
Ecosystem
Extend
Value Delivery
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Our global research showed untapped potential
79% work in virtual TEAMS
Using Traditional Tools
Siemens Enterprise Communications global research conducted September/October 2012.Sample size n=320, 95% confidence level within +/- 5% margin of error
are as productive as
face-to-face teams
8%
Formal team performance
management
in place
are frustrated &
overwhelmed
are distracted during
“virtual” meetings
of remote workers not
doing their share
100%
80
60
40
20
0
E-Mail Phone Conference
Call
44%
43% 34%
75%
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
A major shift in focus to gain customer insight
Conversations are
Global and Multi-Modal
Consumer Devices
Are Leading
Joy of Use
Is Expected Work is Now Mobile
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Meanwhile, the collaborative network is fractured
Systems don’t talk to each other
Multiple and redundant media
Each channel operates differently
Increasing complexity surrounds us
Communication has become overwhelming
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Perspective
Organization
Process
DRAFT Our Transformational Journey Our transformational journey to be more market-driven
DRAFT Our transformational journey to be more market-driven
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
We are now operating with strategic focus of being market driven
Invest
in customer-
centered portfolio
Drive
Software products
and improve growth
and profitability
Focus
On value-add and
sustainable
business lines
Deliver
Services-led industry
solutions
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
And a fresh approach to our organization
Portfolio
Management
Newly clarified roles across planning and go-to-market
Marketing responsible to define portfolio strategy
Invested in new skilled headcount in key growth areas
Consolidated
Messaging
Unified approach to global messaging around business value
Documented and agreed 3-year brand messaging plan
Renewed investment in customer insight, research, dialog
Internal Best
Practices
Global deployment of our own collaboration tools for all employees
Best of breed “virtual teaming” delivered for remote and mobile users
Unprecedented investment in employee training and outreach
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
DRAFT
Our Transformational Journey Our transformational journey to be more market-driven DRAFT
Our transformational journey to be more market-driven
Perspective
Organization
Process
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
New processes and forums for prioritizing investment
Market-Driven
Lifecycle
Management
Portfolio
Management
Board
Strategic market assessments
Market books
The “ gold standard”
Voice of the customer
Centralized forum
Consolidated priorities
C-level consensus
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Uncovering what customers want now – and in the future
IT Requirements
Common platform to build on
Investment protection
Clear migration paths
Flexible deployment options
Business Criteria
Improve business processes
Social media and groupware integration
„Anywhere Worker‟ mobility
Exceptional user experience
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Focus Go Beyond Vibrant
Conversations
Thought
Trails
Be Seamless
Ultimately, it‟s about the outcomes – next generation design pillars
Project Ansible is designed to extend the power of unified communications through full aggregation
across social software, business applications, video, analytics and traditional voice communication
while also introducing an exceptional user experience
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Project Ansible – industry analyst reaction
“… warms my heart as a former market researcher [that] Siemens
developed Project Ansible based on extensive research and
thousands of interactions with customer and industry experts. I
can't count the number of times I have been presented with new
solutions by technology vendors who cannot answer that question.”
Sheila McGee-Smith
– Industry Analyst, McGee-Smith Analytics
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Project Ansible – industry analyst reaction
“… the Ansible user experience is a great example of how
enterprise communications should work and how we as
users want it to work … it redefines how I want to interact,
communicate and collaborate as part of daily work.”
Michael Brandenburg
– Industry Analyst, Frost and Sullivan
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Project Ansible – industry analyst reaction
“… Project Ansible offerings are based on a fresh set of
evolving enterprise user needs derived from the way people
work according to the demands of a new generation of office
workers … is ambitious and bold, and it could gain Siemens
considerable mindshare across the industry …”
Ken Landoline and Jerry Caron
– Industry Analysts, Current Analysis
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
And last but not least, a three-year blueprint for our brand
Business Performance
We provide the most advanced
platform and broadest global
services expertise. We deliver a
transformation of the enterprise.
Amplifying collective effort.
Energizing the business.
Dramatically improving
performance.
We provide communications
solutions that move beyond
transactional interactions to
empower employees, create
vibrant conversations, and
amplify the collective effort of
the team.
Employee Performance
We offer an open architecture,
flexible deployment, and
leading global services
capabilities to provide you with
the easiest path to unified
communications.
IT Performance
Easiest Path to UC
amplifyTEAMS
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
Lessons learned on the journey to becoming market-driven
1. Ensure C-level buy-in across the organization
2. Bring a B2C mindset to gain superior customer insight
3. Establish KPI‟s and then implement them
4. Anticipate the need for change management
5. And … remain committed!
© 2013 Siemens Enterprise Communications GmbH & Co. KG.
Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.
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Siemens Enterprise Communications
Questions ?