Marketing

Buyer trends

• Offers with an inflexible pricing• Multiple devices• Need for individual assistance

18.07.2012

Demand for Service & Consultation increases in times of economic crisis

Rising acceptance for mobile devices

• Shift of activity to cell phones• Range of devices allows the use in a

broad range of applications• Aversion to technology on the decline• Cause of Friction: TCO of mobile usage

Source: Telecom Handel, June 2009

Supplier Trends

18.07.2012

Expanding on PBX Leasing Models

Aggregation of the Integrators

• Big players extending their offers•T-Systems•Vodafone/Arcor•Avaya & Partners

• Shift of activity to cell phones• Range of devices allows the use in a

broad range of applications• Aversion to technology on the decline• Cause of Friction: TCO of mobile usage

Source: Telecom Handel, June 2009

Regional TelCo Providers on the rise

18.07.2012

ProviderCore B2B BusinessB2B Market share

Hosted PBX72,8 Mio EUR

Broadband Cable4,4 Mio EUR

PBXs25 Mio EUR

PBXs7,8 Mio EUR

PBX7,7 Mio EUR

PBX with Mobile Integration100 Mio EUR

IP-Centrex4,3 Mio EUR

IP-Centrex/VoIP31,9 Mio EUR

Source: Telecom Handel, July 2009; Desk Research July 2009

How to look at competition (price)

18.07.2012

Low-end providers

Benefits: TCO, simple PBX

Problems: Look & feel deviceslimited functionality

Conclusion: OnePhone superior

in functionality & simplicity, usage of common GSM devices

High-end providers

Benefits: huge functionality, PBX portfolio, high degree of integration, interfaces, capacity for large projects

Problems: Integration not seemless, redundancy not a standard feature

Conclusion: OnePhone as a simpler, but more functional

(one-)solution

How to look at competition (industry specialization)

18.07.2012

Medical

Benefits: Integrated alarm

solution, Siemens entry through own medical devices

Problems: High invest for such solution

Conclusion: OnePhone Alarm solution in the pipeline

Government

Benefits: Strong standing from acquisition of Tenovis

Problems: - Conclusion:

Lower standing for OnePhone, receiving security & quality certificates will raise OP as an alternative

Finance

Benefits: Huge, complex security measures in place

Problems: - Conclusion:

How to look at competition (entry)

18.07.2012

Medical Devices

Siemens is a provider of medical devices and appliances.From there position of trust in the healthcare industry they enter the PBX market.

Implications:-Compatibility-Reliability crucial

Network Provider Cisco uses there strong position in the network market to promote themselves as a PBXer.An easy expansion of existing Cisco hardware eases adding this service.Implications:- Cisco has no reliable PBX solution