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

Transcript of Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A...

Page 1: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 2: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 3: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

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© 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

Page 5: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

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© 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

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© 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

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© 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

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© 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

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© 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

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© 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.

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© 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

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© 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%

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© 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

Page 15: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

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© 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

Page 17: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 18: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 19: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 20: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

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© 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

Page 22: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 23: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 24: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 25: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 26: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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

Page 27: Competitive Dynamics: Becoming A Market-Driven Company · Competitive Dynamics: Becoming A Market-Driven Company Chris Hummel ... Leading share in multiple global markets Over 1 million

© 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!

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© 2013 Siemens Enterprise Communications GmbH & Co. KG.

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

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