1. 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
2. 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 .
3. 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.)
4. 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 )
5. 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).
6. 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.
7. 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.
8. 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 )
9. NPD - Stage 5: Product Development
• Developing the prototype & MVP (Minimum Viable Product )
10. NPD - Stage 6: Deployment
• Go from MVP to full features in real live scenarios .
11. NPD - Stage 7: Market Entry /Commercialization
• Here comes the Marketing & communication
• Answer how the product will make the customer’s life easier.
12. 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
13. 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
14. 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
15. 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
16. 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.
17. 7Ps of Service Marketing
• Its all about building loyalty & long term relationship with customers
through personalizing user experience focusing on intangible benefits .
18. 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 –
19. 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)
