internet

1. FIXED LINE Product
Management & Portfolio Plan
Designed by : Awab Ahmed

2. Vision & Mission Statement
Provide Fixed Line Telecommunications services that creates
opportunities and enables citizens, businesses, and government to
thrive as a connected community.
Fiber Division will provide internet service to both residential and
commercial customers with voice over IP and television as optional
additional services for residential customers.

3. Product Strategy
• Where to play – Which clients & (Consumers ) represent our objective?
Market Vision - target customers, how it'll fare against other competitors in
its space, GTM plan
• How to win – Value proposition and business model
Product Goals (Home & Business )
Product Initiatives ( big-picture ideas )

4. Elements of Product Strategy
• CHALLENGE
• MARKET
• WIN
• CAPABILITIES
• ACTIVITIES

5. CHALLENGE
• What are the challenges, problems or obstacles our product faces?
Identify the challenges and make a diagnosis.
Trends in the market, the market situation where we want to access
and the strengths and weaknesses of our organization.

6. CHALLENGE - Weaknesses and Threats
• A primary weakness for SUDATEL Fiber Network is its limited customer base
(Home Consumers not business ).
• The core of a new revenue business strategy fitting a limited market is the
introduction of additional and high-quality products.(telecom sector as general)
• The merging of consumer and businesses products rates and charges is another
primary weakness.
• As usage patterns and service requirements differ between those customer
segments, product offerings should be made to fit. This can help improve
revenues by creating an easy path to additional services the customer may need
to support their business operations that are beyond simple Internet access—
e.g., IP telephony, website development, backup services, and online store
hosting. ** EXTRA

7. CHALLENGE - Strengths and Opportunities
• SUDATEL Fiber Network has strengths that make a business model
focusing on revenues from new services possible.
• A largely built-out and stable infrastructure, along with a high entry
cost for any potential new providers, creates a defensible business
position.
• WIMAX & BROADBAND solutions will never provide the same user
experience FIBER will do .

8. MARKET
• Where to play? Describe the areas in which the product will
compete to fulfil your aspiration.
• Who is the target customer? Do we intend to address existing
markets or create new markets (blue oceans)? What distribution
channels will need?(area based marketing , new accommodation
towers ,…etc.)

9. WIN
• How we are going to win?
• What is our competitive advantage?
• Value proposition ? (Go Back Home , Internet like never experienced ,
, the real Internet , Home of entertainment , Access to Fiber – Access
to success )

10. WIN - Types of Product Strategies
• Cost Strategy
• Differentiation Strategy
• Focus Strategy
• Quality Strategy
• Service Strategy
 For example, better costs (low prices), differentiation (higher value
products and services) or focus (specialized markets).

11. CAPABILITIES
• What capabilities should we have? What do we need to be really
good at? What will we do to multiply our competitive advantage?
• Content , Speed boost (^150 Mbs) .
• Differentiative Experience (Entertainment)
• Differentiative products (IOT , Business support services ,..etc.

12. ACTIVITIES
• What management systems are necessary?
• What processes and structures are necessary to develop the
appropriate capacities and increase the strategic options of our
organization?.
Proactive , Agile team ,consumer centric ,… etc.

13. Pricing and Product Differentiation
• SUDATEL Fiber Network can compete ++ with Mobile Broadband &
other Internet service providers on the basis of price.(SUDANI is a
Internet Trunk for others )
• SUDATEL will succeed on the basis of the product it sells—superior
customer service, reliability, Creativity , Content and performance.
• * focus on add value pricing , not the basic service pricing

14. Product Positioning Strategies
• Comparative : products right next to other brands to highlight their
competitive edge (Speed – price – quality )
• Differentiation: the uniqueness of a product can’t be duplicated
• Segmentation : product stand out requires focusing on multiple
audiences with different needs, but with the same product. (*
Different Personas)

15. Teams Collaborate Across Departments

16. Triad Who Focus
Make
Product Management
Understand the market, targeted customer personas, and good product
design principles
Design Define the value proposition, product goals, and minimum viable product
Development Develop the product using sound, sustainable engineering practices
Sell
Product Management Understand the product's competitive landscape and market evolutions
Design
Create messaging that highlights the product's value propositions to each
customer segment
Marketing
Build collateral to support the product launch: web pages, announcement
emails, blogs, videos, etc.
Operate
Product Management Release product to customers with a regular cadence
Development Respond to customer issues
Support & Ops
Relay customer feedback to the make triad (Dev, PM, Design) as input for
future product development

17. Product Life Cycle
• Product Life Cycle
Management
• New Product Life
Cycle Development

18. New Product Life Cycle Development Process

19. NPD - Stage1: Idea Generation
• The major focus for stage 1 should be to arrange brainstorming
sessions where solving customer problems is given precedence.
• This phase is not about generating foolproof ideas that are ready for
implementation.
• Instead, raw and unproven ideas that can be shortlisted later should
be discussed.

20. NPD - Stage 2: Idea Screening
• Put all the ideas available on the table for internal review. That is, turn
to people with industry knowledge and experience in the field for
idea screening.
• A proof of concept (POC) should hold precedence for a new product
development idea as it helps check the idea’s feasibility. (500 Mbs
model example ).
• SWOT ( Strengths, Weaknesses, Opportunities, and Threats) analysis
will be a good practice to consider when shortlisting New Product
Development ideas.

21. NPD - Stage 3: Concept Development &
Testing
• Value proposition evaluation is the first step towards concept
development and testing.
• Ensures that problems in the approach are discovered sooner and the
team can course-correct earlier.

22. NPD - Stage 4: Market Strategy/Business
Analysis
• Its all about reaching out to the targeted audience & Market .
• Here comes the 7ps of service marketing mix (Intangible products) .
• Pricing Model (Cost-Based or Market-Focused )

23. NPD - Stage 5: Product Development
• Developing the prototype & MVP (Minimum Viable Product )

24. NPD - Stage 6: Deployment
• Go from MVP to full features in real live scenarios .

25. NPD - Stage 7: Market Entry /Commercialization
• Here comes the Marketing & communication
• Answer how the product will make the customer’s life easier.

26. Product Life Cycle Management - Introduction
Targeting to create Brand Identity , right partners , set up consumer
tests , price the product or service & reflect quality .
• rapid skimming - launching at a high price and high promotional level
• slow skimming - launching at a high price and low promotional level
• rapid penetration - launching at a low price with significant promotion
• slow penetration - launching at a low price and minimal promotion

27. Product Life Cycle Management - Growth
Targeting to seek to maximizing sales & profits .
• Improving product quality
• Adding new features or support services to grow market share
• Entering new markets segments (gaming , home entertainment )
• keeping pricing as high as is reasonable to keep demand and profits high
• Increasing customer service support unites to mange sales increase
• Shifting marketing messages from product awareness to product preference
• Skimming product prices if profits are too low

28. Product Life Cycle Management - Maturity
Targeting to extend the life cycle (market saturated ).
• market modification - new market segments, redefining target
markets, winning over competitor's customers, converting non-users
• product modification -improving product's features, quality, pricing
and differentiating it from other products in the marking

29. Product Life Cycle Management - Decline
Targeting to save money & avoid entering the decline .
•reduce promotional expenditure
•reduce distribution outlets
•implement price cuts to get the customers to buy
•find another use for the product
•maintain the product and wait for competitors to withdraw from the
mrket first
•sell the brand to another business

30. The product development cycle focuses on the planning,
discovery, development and evaluation of a product, while the
product life cycle looks at the performance of the product in the
market, and its market share.

31. 7Ps of Service Marketing
• Its all about building loyalty & long term relationship with customers
through personalizing user experience focusing on intangible benefits .

32. 7Ps of Service Marketing
• Product – focus on customer experience rather than product features
• Price –
• Place –
• Promotion – focus on content & value
• People – Customer support & personalized experience
• Process – Process mapping , Visualization ,Flowcharts
• Physical evidence –

33. Product Metrics
• Acquisition , Activation , Retention , Referral , Revenue
• User adoption
• Customer retention or churn rate
• Cost to acquire a new customer
• lifetime value (LTV)
• Average Revenue per Customer
• Monthly Recurring Revenue (MRR)

34. Competitive Environment
ZAIN RESIDENTIAL / BUSINESS INTERNET SERVICES
Speed (Mbs) Quota (GB) Price (SDG) Price (USD)
Max 40Mbs
50 21,900 36.50
100 32,900 54.83
250 43,520 72.53
500 82,100 136.83
SUDANI FTTW RESIDENTIAL / BUSINESS INTERNET SERVICES
Speed (Mbs) Quota (GB) Price (SDG) Price (USD)
6Mbs
250 35,000 58.33
10Mbs
600 56,000 93.33
18Mbs
900 77,000 128.33
MAXNET RESIDENTIAL / BUSINESS INTERNET SERVICES
Speed (Mbs) Qouta (GB) Price (SDG) Price (USD)
SHARED
5Mbs
unlimited
20,000 33.33
8Mbs 56,000 93.33
DEDICATED
2Mbs
unlimited
40,000 66.67
6Mbs 120,000 200.00
8Mbs 160,000 266.67
10Mbs 200,000 333.33
20Mbs 400,000 666.67
50Mbs 1,000,000 1,666.67

35. Product Offerings
PROVIDER 6 MB 10 MB 20 MB 50 MB 100 MB 150 MB
BUSINESS
SUDATEL FTTH
$
196.00
$
281.67
$
386.04
$
532.13
$
589.60
$
751.67
SUDATEL FTTH 137.00 196.00 270.00 372.00 412.00 525.00 HOME
SUDANI FTTW 58.33 93.33 128.33
ZAIN 72.53 136.83
MAXNET shared 33.33 93.33
MAXNET
DEDICATED 200.00 333.33 666.67 1,666.67
ENTERTAINMENT ADD
ON
PRICING
(USD)
OSN 19
Shahid vip sp 14
Shahid tv 9
KIC 10
BEIN PREMIUM 14
BEIN KICKOFF 10
BEIN TOGETHER 7

36. Revenue Model
Year Customer count Revenue
2023 1,000 2,280,000
2024 10,000 22,800,000
2025 20,000 45,600,000

37. Thank You