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Prepared by Kim Boggio
BDM BUSINESS PLAN - TELCO VERTICALWORKFORCE AUTOMATION TEAM MEETING
SANTA FE, NM MAY 22-24 2006
CONTENTSCONTENTS
• OVERVIEW OF MARKETOVERVIEW OF MARKET
• MARKET SHARE ESTIMATEMARKET SHARE ESTIMATE
• MEDIA/ MDFMEDIA/ MDF
• TRADESHOWSTRADESHOWS
• LEAD GENERATIONLEAD GENERATION
• PARTNERSPARTNERS
• TOUGHBOOK AS INTEGRATED SOLUTIONTOUGHBOOK AS INTEGRATED SOLUTION
• TASKS/ STRATEGIESTASKS/ STRATEGIES
The number of mobile workers in the United States will The number of mobile workers in the United States will number 105 million in 2006number 105 million in 2006
Mobile professionals will number 24.1 million in 2006, all Mobile professionals will number 24.1 million in 2006, all
other mobile workers will total 81.9 million.other mobile workers will total 81.9 million.
Mobile Field Service workers may total 20 million in 2006Mobile Field Service workers may total 20 million in 2006
The bottom line benefits of mobility The bottom line benefits of mobility
and field force automation include:and field force automation include:
Increases in productivity and efficiency Increases in productivity and efficiency
Enhanced customer service capabilities Enhanced customer service capabilities
Optimized route management Optimized route management
Competitive edge due to the ability to close business or Competitive edge due to the ability to close business or solve problems on the spot solve problems on the spot
Improved inventory management Improved inventory management
Reduced administrative costs and errorsReduced administrative costs and errors
The fastest growing mobile applications are: The fastest growing mobile applications are:
E-mail, Database Query E-mail, Database Query
Field Service and Sales Automation Field Service and Sales Automation
Information-Based Systems Information-Based Systems
Location-Based Systems Location-Based Systems
Messaging Transactions Messaging Transactions
Vehicle Location and Positioning Vehicle Location and Positioning
Accessing Web PortalsAccessing Web Portals
Field Service systems and Transportation & Logistics systems are the main applications used in the Panasonic Toughbook markets.
Field Service Systems include:
Installation, maintenance, service and repair
Work order changes
Outage management
Inspection automation and regulatory compliance
Transportation & Logistics systems include:
Fleet management
Route management
Direct-to-store delivery
TELECOM MARKETTELECOM MARKET
$128+ billion services market$128+ billion services market
Access to 95% of US householdsAccess to 95% of US households
Dominated by AT&T/SBC and VerizonDominated by AT&T/SBC and Verizon
Other Players: BellSouth, Sprint, QwestOther Players: BellSouth, Sprint, Qwest
VoIP – VonageVoIP – Vonage
Trends: Triple Play – VoIP, Internet, VideoTrends: Triple Play – VoIP, Internet, Video
BROADBAND MARKETBROADBAND MARKET
35 million broadband access lines35 million broadband access lines
MSO’s bundling value-added services such as high-speed MSO’s bundling value-added services such as high-speed internet access, video, VoIP, and even Wi-Fi.internet access, video, VoIP, and even Wi-Fi.
Competing directly with Telco’s for Triple play servicesCompeting directly with Telco’s for Triple play services
Major players: Time Warner, Adelphia, Cox, Comcast, Major players: Time Warner, Adelphia, Cox, Comcast, Cablevision – also more regional companies than Telco’s Cablevision – also more regional companies than Telco’s
WIRELESS MARKETWIRELESS MARKET
Major mergers and acquisitions since 1999 have consolidated the Major mergers and acquisitions since 1999 have consolidated the highly fractional US wireless market into five national players. In highly fractional US wireless market into five national players. In order of Market share:order of Market share:
Cingular/AT&TCingular/AT&T
Verizon achieved record sales in 2005 and could regain # 1 Verizon achieved record sales in 2005 and could regain # 1 position by the end of 2006. position by the end of 2006.
Sprint /NextelSprint /Nextel
T-Mobile T-Mobile
Alltel /Western WirelessAlltel /Western Wireless
The ‘Big 3’ control 75% of the US market, and the ‘Big 5’ over The ‘Big 3’ control 75% of the US market, and the ‘Big 5’ over 90%. 90%.
Wireless revenue in specific vertical markets: Wireless revenue in specific vertical markets: financial/insurance/real estate, transportation, professional financial/insurance/real estate, transportation, professional business industries will generate the greatest revenue business industries will generate the greatest revenue
TARGETED COMPANIES: TELECOMTARGETED COMPANIES: TELECOM
VERIZONVERIZON
AT&T/ SBCAT&T/ SBC
QWESTQWEST
SPRINTSPRINT
BELLSOUTHBELLSOUTH
VONAGEVONAGE
ALLTELALLTEL
TARGETED COMPANIES: BROADBANDTARGETED COMPANIES: BROADBAND
TIME WARNERTIME WARNER
ADELPHIAADELPHIA
COMCASTCOMCAST
COX COX
CABLEVISIONCABLEVISION
TARGETED COMPANIES: WIRELESSTARGETED COMPANIES: WIRELESS
CINGULARCINGULAR
VERIZONVERIZON
SPRINT/ NEXTELSPRINT/ NEXTEL
T-MOBILET-MOBILE
ALLTELALLTEL
COMPANY2004
EMPLOYEES
MOBILE WORKFORCE (ESTIMATE)
FIELD SERVICE EMPLOYEES (ESTIMATE)
TOUGHBOOKS DEPLOYED
ITRONIX/ OTHERS
DEPLOYED
RUGGED MARKET OVER 3 YR. PERIOD (ESTIMATE)
SPRINT 59,900 17,970 8,985 0 2,000 $62,895,000
AT&T/ SBC 162,000 48,600 24,300 24,000 $170,100,000
VERIZON 210,000 63,000 31,500 25,000 $220,500,000
QWEST 41,000 12,300 6,150 100 $43,050,000
BELLSOUTH 63,000 18,900 9,450 0 5,000 $66,150,000
ALLTEL 18,598 5,579 2,790 500 $19,527,900
CINGULAR 70,300 21,090 10,545 0 $73,815,000
COMCAST 70,400 21,120 10,560 100 $73,920,000
CABLEVISION 19,095 5,729 2,864 100 $20,049,750
COX 22,350 6,705 3,353 3,000 $23,467,500
TIME WARNER 30,000 9,000 4,500 1,000 $7,744,275
TOTAL 736,643 160,770 80,385 53,800 7,000 $781,219,425
67% 88% 12%
TOUGHBOOK MARKET SHARE
WHY TOUGHBOOK & MOBILITY?WHY TOUGHBOOK & MOBILITY?
• Among large mobility vendors such as Panasonic, which sells its Toughbook laptop line to Among large mobility vendors such as Panasonic, which sells its Toughbook laptop line to mobile field forces, sales have doubled between 2002 and 2005, says Mike McMahon, mobile field forces, sales have doubled between 2002 and 2005, says Mike McMahon, director of workforce automation at Panasonic Comput-er Solutions. “The number one director of workforce automation at Panasonic Comput-er Solutions. “The number one reason [for the sales boom] is the advance of mobility in the workforce management reason [for the sales boom] is the advance of mobility in the workforce management space. Five to seven years ago, ROI typically was a three-year payback process [based on space. Five to seven years ago, ROI typically was a three-year payback process [based on loaded labor rates, i.e., $55 to $95/hour for field service technicians in telecoms]. Now the loaded labor rates, i.e., $55 to $95/hour for field service technicians in telecoms]. Now the ROI payback has shrunk to three to five months because the [computer] hardware, ROI payback has shrunk to three to five months because the [computer] hardware, software and wireless technologies have become much more dependable and mission software and wireless technologies have become much more dependable and mission critical,” McMahon believes.critical,” McMahon believes.
• Field forces demonstrate a pent-up need for mobile data, according to a 2005 study by the Field forces demonstrate a pent-up need for mobile data, according to a 2005 study by the Aberdeen Group. Such applications as on-demand access to work order details and Aberdeen Group. Such applications as on-demand access to work order details and scheduling, locating and identifying spare parts and warranties, and quickly obtaining scheduling, locating and identifying spare parts and warranties, and quickly obtaining customer histories are main areas for growth. In 2004, no more than 30 percent of the customer histories are main areas for growth. In 2004, no more than 30 percent of the companies Aberdeen surveyed could provide real-time data access to their field forces in companies Aberdeen surveyed could provide real-time data access to their field forces in any individual data category, while at least half the companies indicated they required it. any individual data category, while at least half the companies indicated they required it.
- Mobile Enterprise Magazine - May 2006- Mobile Enterprise Magazine - May 2006
TELCO MARKETING BUDGETTELCO MARKETING BUDGET
FY '06 BudgetField Based MDF/Co-op. Based on $45M
Projected Total Co-op Available Accurals Paid to Date Pending In Cap
450,000.00 450,000.00 0
Received Invoices - Vendor/Name Description Invoice # Date to CAP Invoice Amount Balance
Globalcomm 2006 25,000.00 425,000
OSP 2006 12,500.00 412,500
SCTE CableTech EXPO 2006 23,000.00 389,500
TelcommNext 2006 10,000.00 379,500
KWP 3,500.00 376,000
KWP 3,500.00 372,500
KWP 3,500.00 369,000
KWP 3,500.00 365,500
Magazines- OSP 0.00 365,500
Comm. Engrg & Design 20,026.00 345,474
US Telecom Executive Qrtly 7,500.00 337,974
Cabling Installation 26,000.00 311,974
CED Magazine ROS Leaderboard 13,662.00 298,312
OSP Email Newsletter 9,000.00 302,974
US Telecomm dailyLead Newsletter 9,000.00 293,974
US Telecomm dailyLead HotTopic 9,500.00 284,474
USTelecomm video banner 9,500.00 274,974
CED Webcast 19,500.00 255,474
BSA 102,000.00 153,474
TOTAL 310,188.00 vs. 450,000
TRADESHOWSTRADESHOWS
Globalcomm 2006 6/4/06 - 6/6/06
OSP 2006 6/4/06 - 6/7/06
SCTE CableTech EXPO 2006 6/20/06 - 6/22/06
TelcommNext 2007 Mar-07
KWP Various
CTIA Wireless?
LEAD GENERATIONLEAD GENERATION
• BSA SALESBSA SALESWEEKLY REPORT FROM DAVID H.WEEKLY REPORT FROM DAVID H.FEEDBACK FROM ASMsFEEDBACK FROM ASMs
• TRADE SHOW ATTENDEESTRADE SHOW ATTENDEES
• TOP 100 CABLE COMPANIESTOP 100 CABLE COMPANIES
• BOB W. – CABLE CAMPAIGNBOB W. – CABLE CAMPAIGN
• DOUG R. – ROCKWELL LIST – HUNTER CAMPAIGNDOUG R. – ROCKWELL LIST – HUNTER CAMPAIGN
PARTNERSPARTNERS
TOUGHBOOK AS INDESPENSIBLE TO SOLUTIONTOUGHBOOK AS INDESPENSIBLE TO SOLUTION
• Application to Reseller to End User SolutionsApplication to Reseller to End User Solutions
• Bob Wright – Vz CF08 / Citrix/ Intel Prof. ServicesBob Wright – Vz CF08 / Citrix/ Intel Prof. Services
• Rockwell as modelRockwell as model
• GE Service power as modelGE Service power as model
Vz WIRELESS RETAILVz WIRELESS RETAIL
CF08 to CITRIX Server - Vz Wireless Retail Stores
• Toughbook• CITRIX• Intel Professional Services• New Retail Vertical?
GE Appliance – Servicepower SolutionGE Appliance – Servicepower Solution
GE customers have the ability to schedule a service call using one of three methods. Customers can schedule a call:By going to www.geappliances.com on the webBy talking directly to a call center agent
By using an automated phone system with integrated voice response (IVR) capability.
Job Booking Methods
Web
Call Center
IVR
Service Management System
Dispatcher
IVR – running late / call ahead
GPS Device
AVL tracking
Parts Lookup
MiddlewareMiddleware
Tech input screen
ServicPower
Reporting tools
Tech laptop
STRATEGIES & TASKSSTRATEGIES & TASKS
INTEL ON TARGET COMPANIESINTEL ON TARGET COMPANIES
PERFORM THE FAST TESPERFORM THE FAST TES
BASELINEBASELINE
COORDINATED SALES FOR TELECOM/ BROADBANDCOORDINATED SALES FOR TELECOM/ BROADBAND
RESELLER STARTER PACKAGESRESELLER STARTER PACKAGES
ROI TOOLSROI TOOLS
MARKETING TO FIELD EMPLOYEESMARKETING TO FIELD EMPLOYEES
SW VENDOR/ RESELLER RELATIONSHIPSSW VENDOR/ RESELLER RELATIONSHIPS
LEAD GENERATIONLEAD GENERATION
INTRODUCTORY TRIALS FOR COMPETITORS INTRODUCTORY TRIALS FOR COMPETITORS CUSTOMERSCUSTOMERS
ANALYZE COMPETITORSANALYZE COMPETITORS