Competitive Dynamics: Becoming A Market-Driven Company Competitive Dynamics: Becoming A...

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  • © 2013 Siemens Enterprise Communications GmbH & Co. KG.

    Siemens Enterprise Communications GmbH &Co. KG is a Trademark Licensee of Siemens AG.

    1

    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

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  • © 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

    T a c ti

    c a l

    S

    tr a te

    g ic

    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 &