SDP Global Summit 2013 - Supporting Enterprise Development through Service Delivery
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Transcript of SDP Global Summit 2013 - Supporting Enterprise Development through Service Delivery
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Supporting Enterprise Development through Service
Delivery
Guy Redmill
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About Us
• Marketing and strategic consultancy services for the TMT sector– Strategy– Communications– Analysis
• Deep knowledge of marketing and strategic needs of the TMT industries
• Strategic planning and consultancy• Clear, insightful communications and actionable
marketing programmes• An experienced team to complement your resources
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Agenda• Understanding market demand: why the
enterprise matters and why it should be a key focus
• What enterprises want and how service providers should help
• Leveraging core assets to facilitate services for enterprises
• How to evolve service offers to broaden service provider capabilities and build a service portfolio– Other considerations
• The SDP as a key platform for converged enterprise services
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The Importance of the Enterprise
• General:– Not fickle consumers– High spenders with scale– Lucrative, long-term contracts– Predictable revenue– Diverse needs– Not in “death spiral”
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The Importance of the Enterprise
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The Importance of the Enterprise
• Specific:– 4.5 million private sector companies in UK
(2011)– 23.4 million people employed in private sector
businesses– £3,100 BILLION estimated combined annual
turnover– 58.8% of private sector workforce is in SMEs– 48.8% of turnover comes from SMEs
• £1,512.80 BILLION*Up 21% on 2010!** Source: Department for Business Innovation and Skills, Statistical Release “Business Population Estimates for the UK and Regions, 2011”
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The Importance of the Enterprise
Remember, this equates to 6,320 companies in total
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What do Enterprises want?
• Communications?• Reachability• Mobility• Efficiency?• Productivity?• Savings?• Predictability?• Enhanced value?• Data• QoS / SLAs / Service guarantees?• High performance?
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What do Enterprises want?
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What do Enterprises want?
• If you focus on larger companies, you probably have no idea what the totality of enterprises want
• Their needs will have much in common, but will differ
• Essential to understand market and to segment– First step: Horizontally– Second step: Vertically– Differentiate macro and micro needs
• Mobile PBX, Door entry systems, agricultural data
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What do Enterprises want?
• They do not just want price-based offers and packages
• From the enterprise portal of a Tier 1 MNO:– “We work with over 1700 of the world's largest
multinational corporations. We typically save our customers more than 15% of their global communications costs”
• They also need data– M2M
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A Typical SME Offer
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But…
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What do Enterprises want?
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What do Enterprises want?
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What do Enterprises want?
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What do Enterprises want?
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What do Enterprises want?
TSG
Partners
REF: Telenor AS (Sune Jakobsson) / Gintel AS
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What do Enterprises want?
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What do Enterprises want?
http://www.internet-of-services.com/index.php?id=265&L=0
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What do Enterprises want?
http://www2.ucsc.edu/its2/transformation/it_services.php
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Enterprise SDP
• Heterogeneous enterprise world demands range of services, packages and solutions– Not just enhanced voice communications, but
also data and information
• Need ability to support multiple horizontal and vertical offers– And generate new ones
• And, to be able to connect complex enterprise IT infrastructure to service provider
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Enterprise SDP
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Enterprise SDP
• SDP is fundamental to:– Creating– Launching– Managing– Co-ordinating– Charging
• For multi-layered service offer
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The Evolving Offer: Six Steps
• Understand your market– It’s complex. But not that difficult.
• Understand needs of target customers– Don’t exclude half the market
• Understand what you have to offer– Why you are different
• Launch horizontal offers– If can’t, host a partner that can– Incentivise sales away from big deals to SaaS / Cloud
compensation– Marketing and channels
• Plan specialist offers for verticals• Deliver integration platform
– Use APIs to connect up and downstream
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Questions and Contacts
• www.redmillcommunications.com • Tweet @redmill_mktg • +44 (0)203 137 2070• [email protected] • [email protected]