Course on telecommunication marketing to TCOM EPITA students

1. Telecommunica+ons
Marke+ng
Daniel Jarjoura
Winter 2014

2. BS Telecommunications
MS
Computer Science
Pre-sales
Engineer
Product Manager
Innovation Manager
Business Development Director
Entrepreneurship
About
me
@Djarjoura
h9p://www.linkedin.com/in/danieljarjoura
www.danieljarjoura.com
slideshare.net/djarjoura
daniel@qanubin.com

4. Sales
and
Marke+ng
for
Engineers
Take
it!
It’s
really
good!

5. What
about
you?
What
are
your
expecta+ons
for
this
course?

6. Some
housekeeping
rules
1/
The
course
is
made
of
4
sessions
of
3
hours
with
one
15
mins
break
3/
Presence
is
not
mandatory
but
please
refrain
from
leaving
class
while
I
speak
2/
There
will
be
no
final
exam
but
a
final
presentaBon.
The
subject
will
be
given
through
social
media
4/
ParBcipaBon
is
highly
encouraged.
If
you
don’t
speak,
I
will
make
you!
5/
The
goal
of
this
course
is
to
make
you
think,
not
replicate

7. Understanding
the
Telecom
Market
Environment
Understanding
the
Players
and
their
Rela+onships
Understanding
your
Future
Role
in
this
Environment
1
2
3
What
is
this
course
about?

8. Understanding
the
Telecom
Market
Environment
1
What
is
this
course
about?

9. Telecommunica+ons

12. That
for
some
people
telecommunica+ons
s+ll
mean
this

13. While
it
means

14. A
life
without
telecommunica+on
networks
would
mean:
No
Video
Streaming
No
smartphones
and
tablets
No
social
networks No
web
services

16. 2
trillion?

17. Equivalent
to
3%
of
global
GDP
Source:
Telefonica
2011
-­‐
Eighth
Investor
Conference
2010
Global
Telecom
Revenue
Breakdown
Worldwide
–
US$
bn

18. 6
billion?

19. 6
billion
mobile
subscribers

20. In
1960,
only
3
countries
had
more
than
1
phone
for
every
4
inhabitants1
1Countries
are:
United
States,
Canada
and
Sweden/
Source:
OECD
Communica<ons
Outlook
2011
2Source:
Interna<onal
Telecommunica<on
Union
(November
2011)
In
2011,
Worldwide
Mobile
Penetra+on
is
86.7%2

22. From
the
connec+on
of
the
HOUSEHOLD…
…to
the
connec+on
of
INDIVIDUALS…
…and
OBJECTS…
300
Million
connected
devices
in
France
in
2020
compared
to
65
million
in
2010
Source:
SFR
Presenta<on
to
Analysts
–
November
2011

25. Top
3
mobile
phone
manufacturers
in
2013
were:
Source:
IDC
(January
2014)
Samsung
shipped
446M
phones,
Nokia
251M
and
Apple
153M

27. Top
3
smartphone
manufacturers
in
2013
were:
Source:
IDC
(January
2014)
Samsung
shipped
314M
phones,
Apple
153M
and
Huawei
49M

28. Huawei???

31. Top
3
mobile
OS
in
2013
were:
Source:
IDC
(February
2014)
Android
shipped
in
793M
phones,
iOS
in
153M
and
Windows
Phone
in
33M

33. The
top
5
operators
in
the
world
are:
Source:
Wikipedia
763M
484M 453M
276M 251M

34. Mobile
Year
in
Review
2013

35. Understanding
the
Players
and
their
Rela+onships
2
What
is
this
course
about?

36. Networks
Services
Content
Equipment
The
Telecom
Ecosystem

37. Network
Operators
Who
they
are Who
they
addressHow
they
address
Mass
MarketEnterprises
Resellers
Integrators

38. Mass Market Enterprise
Mass
Market
and
Enterprise

39. Product driven
Large target market
Single step buying process, shorter sales
Brand identity created through repetition and
Emotional buying decision based on status, desire,
Mass
Market
/
B2C

40. Relationship driven
Small, focused target market
Multi-step buying process, longer sales
Brand identity created on personal
Rational buying decision based on business
Enterprise
Market
/
B2B

41. Addressing
directly
customers
Example
Stores Orange
Business
Services
1,200
shops
in
France*
Flagship
store
Source:
Orange
Investor
Day
–
May,
31
2011
+70
%
online
sales
growth
in
2
years*
+2.7M
enterprise
customers
in
France
+31,000
enterprise
focused
employees

42. Resellers
Exclusive
SFR
«
Shop
in
shop
»
in
83
Fnac
stores
(roll-­‐out
from
end
2011)
Joint
Venture
SFR/La
Poste
(49%/51%)
Over
500K
customers
(end
of
2011)
Over
1,000
points
of
sale
Example
Agreement
signed
in
June
2011
with
#1
MVNO
Virgin
Mobile
Agreement
signed
in
September
2011
with
#2
MVNO
NRJ
MobileA
network
of
business
resellers

43. Integrators
…
and
many
many
others

44. Different
operators,
similar
challenges?
Source:
SingTel
–
Group
Overview
Presenta<on
-­‐
December
2011

45. Telecom
Operators
Jargon
ARPU
Penetra+on
Mone+za+on
CAPEX
OPEX
Market
Share
Churn
Segmenta+on

46. Source:
Orange
-­‐
2
mins
to
know
everything
about
the
Group
in
2011

47. Source:
Orange
Investor
Day
–
May,
31
2011
Conquest
2015

48. From
1
market
in
2006
to
17
in
2012
Source:
Qtel
Analyst
Presenta<on
–
January
2012

49. Source:
Qtel
Analyst
Presenta<on
–
January
2012

50. Equipment
Manufacturers
Who
they
are Who
they
addressHow
they
address
Mass
MarketOperators
Resellers
Integrators
Device
Manufacturers
Network
Vendors

51. 2000-­‐2010
–
The
great
shake-­‐up
2000
champions
Inspired
by
Coste
and
Partners
presenta<on

52. 2000-­‐2010
–
The
great
shake-­‐up
and
2010
champions
Inspired
by
Coste
and
Partners
presenta<on

55. Solu+ons Products

56. $100
Billion
Source:
Bloomberg

57. iTunes
Store
represented
11%
of
Apple
revenues
in
2009

58. Service
Providers
Internet Payments
Consul+ng Ecosystems

59. $34.2
billion
in
Sales 40%
growth
$2.5
billion
of
free
cash
flow

61. Source:
ATOS
–
2011
Annual
Results

62. Source:
ATOS
Investor
Day
-­‐
October
2011

63. Content
Providers

68. Understanding
your
Future
Role
in
this
Environment
3
What
is
this
course
about?

69. Technical & Project Sales & Marketing
— Focused on technology
— Architecture, coordination,
implementation
— 4 job families
— Architecture and conception
— Implementation
— Monitoring and operations
— Project Management
— Focused on customer
— Innovation, marketing,
sales
— 2 job families
— Sales and Sales
engineering
— Product Management and
Innovation
The
posi+ons

70. — Mission and Role
— Define and conceive a telecommunication network based on the
applications and services that will be used in this network
— Core activities
— Translation of functional specifications
into technical realities
— Cost analysis
— Choice of technical equipments, RFQ
redaction
— Technological orientation
— Profile
— Employer: enterprises, operators,
integrators
— Experience: 3-5 years +
— Salary: € 50K
Network
Architect

71. — Mission and Role
— Network Conception and Dimensioning
— Implementation, integration, validation
— Core activities
— Design and specification of whole or part
of a network
— Network components integration
— Validation and test procedures definition
— Resources dimensioning
— Profile
— Employer: enterprises, operators,
integrators
— Experience: Beginner
— Salary: € 20-40K
Telecom/Network
Engineer

72. — Mission and Role
— Coordinate project from conception to complete implementation
— Manage all project members
— Core activities
— Definition of project scope
— Conception of project plan
— Time management
— Project follow-up
— Validation
— Profile
— Employer: enterprises, operators,
integrators
— Experience: 3-5 years +
— Salary: € 40-50K
Project
Manager

73. — Mission and Role
— Monitor network parameters and associated services
— Incident management
— Core activities
— Identification and diagnostic of
network problems
— Correction and re-parameter of
network components
— Result control and
documentation
— Profile
— Employer: enterprises, operators,
integrators
— Experience: Beginner
— Salary: € 20-40K
Monitoring
and
Opera+ons

74. — Mission and Role
— Sell his company’s products to selected market
— Make money
— Core activities
— Customer prospection
— Products presentation
— Negotiation
— Financial reporting
— Market feedback
— Profile
— Employer: suppliers, operators,
handset makers
— Experience: Beginner to
experienced
— Salary: € 20K – 100K
Sales
Manager

75. — Mission and Role
— Accompany sales manager
— Technical expert with sales skills
— Core activities
— Detailed product presentation
— RFQ answer
— Participation in initial
implementation phase
— Feedback to Product
Management
— Profile
— Employer: suppliers, operators,
manufacturers
— Experience: Beginner to
experienced
— Salary: € 35K – 50K
Pre-­‐Sales
Engineer

76. — Mission and Role
— Define product functionalities and scope
— Manage market expectations
— Core activities
— Product functional
specifications
— PNL Management
— Industry conference
participation
— Market analysis
— Profile
— Employer: suppliers,
operators, manufacturers
— Experience: 3-5 years +
— Salary: € 35K – 50K
Product
Manager

77. Thanks
so
much
for
listening
and
let’s
stay
in
touch!
facebook.com/daniel.jarjoura.1
@Djarjoura www.danieljarjoura.com
slideshare.net/djarjoura
daniel@qanubin.com
h9p://www.linkedin.com/in/danieljarjoura