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Product Management and Marketing
Presented by
David Guggenheim,
VP PMM
Agenda
• Market Analysis and Projections
• PMM Product Role
• PMM Marketing Role
Market Analysis and Projections
A Changing Market
• Little or no product differentiation
– Gartner, Frost, Yankee, Operators
• All vendors have good references
• All vendors have rapid installs
• Purchasing decision factors
– Total price
– Company stability
– Penalties
Positioning for Prosperity
Summary by Vendor Type
Type of
Vendor
Total
Revenues
Hardware Systems
Integration
Out-
sourcing
Packaged
Software
ISVs $11,945 $207 $4,679 $1,411 $5,649
SIs 17,526 1,446 8,046 6,363 1,671
IHVs 14,902 4,182 5,975 1,261 3,484
TOTALS $44,373 $5,835 $18,700 $9,035 $10,804
($ USD Millions)
Application Spending Mix by Operator
Application New
Carrier
Medium
Carrier
Large
Carrier
Broadband Larger
Wireless
Billing 26% 21% 24% 22% 27%
Customer
Care
17% 14% 11% 15% 13%
Order Entry 12% 15% 11% 17% 12%
Network
Management
20% 22% 21% 20% 20%
Service
Management
11% 11% 16% 14% 9%
Workforce 3% 3% 1% 1% 1%
Mediation 2% 6% 8% 5% 4%
Anti-Fraud 5% 4% 5% 4% 11%
Interconnect 5% 3% 1% 3% 3%
SFA 0% 1% 2% 1% 1%
Addressable 67% 65% 8% 70% 4%
Declining Expenditures per Sub
Addressable
Revenue
New
Carrier
Medium
Carrier
Large
Carrier
Broad
band
Larger
Wireless
2001-2002 $24.12 -
$30.15
$13.83 -
$15.55
$1.11 -
$1.32
$10.23 -
$12.80
$0.54 -
$0.63
2002-2003 $15.91 -
$19.90
$9.12 -
$10.26
$0.73 -
$0.87
$6.75 -
$8.45
$.036 -
$0.42
2003-2004 - 5% - 5% - 5% - 5% - 5%
2004-2005 - 5% - 5% - 5% - 5% - 5%
Worldwide OSS/BSS
ISV Spending
0
5,000
10,000
15,000
20,000
25,000
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
Wireless
Broadband
North America OSS/BSS
ISV Spending
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
Wireless
Broadband
Europe / Africa OSS/BSS
ISV Spending
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
Wireless
Broadband
Asia + Middle East OSS/BSS
ISV Spending
0
2,000
4,000
6,000
8,000
10,000
12,000
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
Wireless
Broadband
Latin America OSS/BSS
ISV Spending
0
500
1,000
1,500
2,000
2,500
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
Wireless
Broadband
Wireless Requirements
• Convergent Mediation/Activation
• Real-Time Billing
• Pre/Post/Now/Pay Convergence
• E-Commerce Transactions
• Mobile Data QoS
• Service Bureau Option
PMM Product Role
Activities
• Staffing and Retention
• Product Marketing Plans
– Convergent Mediation
• Revenue Assurance Differentiator
– PrePostPay Convergence
– Unicorn 6.0
• Feature Enhancements
– Business Processes
– Functionality
– Performance
PMM Marketing Role
Activities
• Staffing and Consultants
• Positioning
• Messages
• Direct Response
• Public Relations
• Events
• Collateral
Time for Questions

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PMM Board Presentation

  • 1. Product Management and Marketing Presented by David Guggenheim, VP PMM
  • 2. Agenda • Market Analysis and Projections • PMM Product Role • PMM Marketing Role
  • 3. Market Analysis and Projections
  • 4. A Changing Market • Little or no product differentiation – Gartner, Frost, Yankee, Operators • All vendors have good references • All vendors have rapid installs • Purchasing decision factors – Total price – Company stability – Penalties
  • 6. Summary by Vendor Type Type of Vendor Total Revenues Hardware Systems Integration Out- sourcing Packaged Software ISVs $11,945 $207 $4,679 $1,411 $5,649 SIs 17,526 1,446 8,046 6,363 1,671 IHVs 14,902 4,182 5,975 1,261 3,484 TOTALS $44,373 $5,835 $18,700 $9,035 $10,804 ($ USD Millions)
  • 7. Application Spending Mix by Operator Application New Carrier Medium Carrier Large Carrier Broadband Larger Wireless Billing 26% 21% 24% 22% 27% Customer Care 17% 14% 11% 15% 13% Order Entry 12% 15% 11% 17% 12% Network Management 20% 22% 21% 20% 20% Service Management 11% 11% 16% 14% 9% Workforce 3% 3% 1% 1% 1% Mediation 2% 6% 8% 5% 4% Anti-Fraud 5% 4% 5% 4% 11% Interconnect 5% 3% 1% 3% 3% SFA 0% 1% 2% 1% 1% Addressable 67% 65% 8% 70% 4%
  • 8. Declining Expenditures per Sub Addressable Revenue New Carrier Medium Carrier Large Carrier Broad band Larger Wireless 2001-2002 $24.12 - $30.15 $13.83 - $15.55 $1.11 - $1.32 $10.23 - $12.80 $0.54 - $0.63 2002-2003 $15.91 - $19.90 $9.12 - $10.26 $0.73 - $0.87 $6.75 - $8.45 $.036 - $0.42 2003-2004 - 5% - 5% - 5% - 5% - 5% 2004-2005 - 5% - 5% - 5% - 5% - 5%
  • 9. Worldwide OSS/BSS ISV Spending 0 5,000 10,000 15,000 20,000 25,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
  • 10. North America OSS/BSS ISV Spending 0 500 1,000 1,500 2,000 2,500 3,000 3,500 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
  • 11. Europe / Africa OSS/BSS ISV Spending 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
  • 12. Asia + Middle East OSS/BSS ISV Spending 0 2,000 4,000 6,000 8,000 10,000 12,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
  • 13. Latin America OSS/BSS ISV Spending 0 500 1,000 1,500 2,000 2,500 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
  • 14. Wireless Requirements • Convergent Mediation/Activation • Real-Time Billing • Pre/Post/Now/Pay Convergence • E-Commerce Transactions • Mobile Data QoS • Service Bureau Option
  • 16. Activities • Staffing and Retention • Product Marketing Plans – Convergent Mediation • Revenue Assurance Differentiator – PrePostPay Convergence – Unicorn 6.0 • Feature Enhancements – Business Processes – Functionality – Performance
  • 18. Activities • Staffing and Consultants • Positioning • Messages • Direct Response • Public Relations • Events • Collateral

Notes de l'éditeur

  1. New Carrier = 100,000 Medium = 1 million Large = 10 million
  2. New Carrier = 100,000 Medium = 1 million Large = 10 million