Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Adv Meeting

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Prochain SlideShare
Connected car market
Connected car market
Chargement dans…3
×

Consultez-les par la suite

1 sur 49 Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Publicité

Similaire à Adv Meeting (20)

Publicité

Adv Meeting

  1. 1. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Competitive Benchmarking and Analysis<br />Sept 2009<br />Edward O’Meara<br />edward@mediahound.biz<br />Debi Jones<br />debi@mediahound.biz<br />
  2. 2. Agenda:<br />Our approach to competitive analysis<br />Full demonstration example<br />Creative benchmark for Beeline<br />Q&A about tool<br />Deeper discussion on B2B activities<br />Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  3. 3. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />The Real-time Challenge:“How to uncover in-depth competitive insight, across many geographies, that enables category understanding, competitive positioning, and first-mover advantages?”<br />
  4. 4. Evolution<br />Buying information from Nielsen or TNS<br />Creating information from your media<br />Crowd-sourcing from the web<br />Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  5. 5. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  6. 6. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  7. 7. Traditional media sources<br />Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  8. 8. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />MediaHound offerings<br />MediaHound gathers competitive marketing activity data and processes it.<br />We highlight opportunities, provide tracking and enable a global creative reference library.<br />Our solution includes e-mail alerts and a web-based dashboard with tools.<br />We access deep-diving experts for topical reporting or consulting<br />
  9. 9. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />…in-depth competitive insight…<br />High level metrics, including SO$, OTS, SOV, SOD – with dynamic filters by Time Period, Industry, and Region/Country <br />Up-to-date News including press releases, web clips and print clips<br />Category Counts and Item Details (occurrence, page, date, image or text, etc) for each press clip, advertisement, tradeshow, etc are organized by Tab heading, with links to each item<br />Automated processing identifies opportunity areas, and competitive strengths and weaknesses<br />Reporting is designed around client and agency needs for time series or trend analysis, or ad hoc commentary/analysis<br />
  10. 10. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />MediaHound enables<br />Improved performance<br />Benchmark and measure<br />Provide agency and staff direction<br />Identify PR opportunities<br />Negotiate with media<br />Reduced uncertainty<br />Monitor and respond to competitors<br />Analyze trade-off’s<br />
  11. 11. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Dashboard is client specific<br />
  12. 12. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Opportunities are highlighted <br />
  13. 13. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Alerts are emailed <br />
  14. 14. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  15. 15. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Tabs & links lead to details<br />
  16. 16. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Global data and filters<br />
  17. 17. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />Automated reporting<br />
  18. 18. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  19. 19. Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  20. 20. Scoping the service<br />Number of competitors<br />Media types included<br />Geography covered<br />Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  21. 21. Mobile B2B: Global Market Drivers and Winning Portfolios<br />2009 September 21<br />
  22. 22. 22<br />Key Discussion Topics<br />Mobile B2B Segments & Markets<br /><ul><li>Mobile Enterprise
  23. 23. MVNO, Wholesale
  24. 24. M2M: Telematics, Telemetry</li></ul>Broad Mobile B2B Trends<br /><ul><li>Devices
  25. 25. Decision-makers</li></ul>Evaluating Mobile B2B Service Providers <br /><ul><li>Orange Business, T-Mobile, O2, AT&T, Vodafone</li></ul>Buying Criteria – What makes for a Winning Portfolio?<br />Accessing Customers Go-To-Market Examples<br />
  26. 26. 23<br />Addressable Market<br />Enterprise<br />&gt;500 employees<br />SMEs<br />&lt;500 employees<br />SoHo<br />Multinationals<br /><ul><li>13% global enterprises growth by 2014.
  27. 27. Highest growth in Asia-Pacific developing region
  28. 28. 5% growth in Eastern Europe by 2014
  29. 29. 1 billion mobile workers by 2011
  30. 30. 2 billion mobile broadband connections by 2014
  31. 31. 99% of companies in Europe are SMEs</li></li></ul><li>24<br />Mobile B2B Broad Trends<br /><ul><li>Macroeconomic Climate: Enterprises and SMEs seek to reduce costs including CAPEX, OPEX and IT staff Desire to focus on core business rather than just keeping the network running
  32. 32. Mobility has become strategic: Real-time responsiveness, worker productivity and costs reduction.
  33. 33. Enterprise Location Services
  34. 34. Enterprise 2.0
  35. 35. Browser based applications
  36. 36. Collaboration
  37. 37. Organizational Social Networking
  38. 38. Growth of SaaS, and Cloud Computing
  39. 39. Advanced devices and mobile broadband</li></li></ul><li>25<br />Broad Mobile B2B Trends<br />Broad Mobile B2B Trends<br />
  40. 40. 26<br />Revenues Mobile Enterprise<br /><ul><li>$71.2 billion global revenues 2009
  41. 41. $96 to $93 billion by 2014
  42. 42. $22.4 billion in Europe by 2013 (Pyramid Research, 2009)
  43. 43. Double digit annual grow rate
  44. 44. ARPS for data intensive enterprise subscribers is twice the ARPS for consumers
  45. 45. Churn rate for enterprise subscribers is 3 to 4 percent less than consumers.
  46. 46. Embedded wireless netbooks replace dongles further reducing churn</li></li></ul><li>27<br />Revenues Mobile Workers<br />As Beeline moves from voice-centric to data services mobile broadband devices will drive adoption inside the enterprise.<br />
  47. 47. 28<br />Mobile Enterprise Challenges<br />MVNO Opportunities<br />Mobile Enterprise Challenges<br /><ul><li>Education of SME market on enterprise mobility benefits
  48. 48. Fragmented Procurement – only 30% to 40% by IT
  49. 49. Large enterprises have 4 to 6 MNOs providing service, SMEs 2 to 3, SoHos typically have only one service provider
  50. 50. Operators with Wi-Fi network service have an advantage with SMEs (e.g. T-Mobile, AT&T)*
  51. 51. Partnerships needed with SIs, VoIP vendors and IT specialists
  52. 52. New entrants</li></ul>*Beeline&apos;s partnership with iPass<br />
  53. 53. 29<br />MVNO Opportunities<br />Mobile Enterprise Opportunities<br /><ul><li>Russia's recession resistant industries are also early adopters of Enterprise Mobility
  54. 54. Manufacturing
  55. 55. Utilities
  56. 56. Public Sector
  57. 57. 47% of enterprises & 37% of SMEs have purchased managed or outsourced telecom services.
  58. 58. 22% of enterprises & 24% of SMEs have purchased UC.
  59. 59. ARPU for laptop subscribers is 6 times the ARPU for handset subs.</li></li></ul><li>30<br />MVNO Opportunities<br />MVNO <br /><ul><li>MVNO subscriptions are forecast to see a CAGR of 9.6% globally, from 104.1 million at end-2009 to 150.3 million at end-2013.
  60. 60. Growth will be led by Eastern Europe and Latin America, although Western Europe, North America and Asia Pacific will remain the largest markets</li></ul>•<br />
  61. 61. 31<br />MVNO Opportunities<br />MVNO Opportunities<br /><ul><li>New type MVNOs complementing MNO business rather than competing
  62. 62. Tesco
  63. 63. Amazon Whispernet
  64. 64. OnStar
  65. 65. European regulators plan 50 new licenses for MVNOs in the next year</li></li></ul><li>32<br />M2M: Telematics, Telemetry<br /><ul><li>95 million M2M modules ship by 2013
  66. 66. 34 million for Telematics
  67. 67. Europe's eCall initiative
  68. 68. 39 million for Telemetry
  69. 69. Smart meters
  70. 70. Security (alarms, monitoring)
  71. 71. POS terminals</li></li></ul><li>33<br />M2M Addressable Market - Europe<br /><ul><li>360 million electric meters
  72. 72. 255 million motor vehicles
  73. 73. 8 million security alarm systems
  74. 74. 6 million POS - terminals</li></li></ul><li>34<br />M2M Issues<br /><ul><li>Today M2M works across 2G networks on GPRS
  75. 75. Migration to 3G networks unclear
  76. 76. Changes to standards</li></li></ul><li>35<br />Mobile B2B Applications<br /><ul><li>Vodafone
  77. 77. Orange
  78. 78. O2
  79. 79. T-Mobile
  80. 80. AT&T</li></li></ul><li>36<br />Evaluating Mobile B2B SPs<br /><ul><li>2007 Business Unit Vodafone Enterprise
  81. 81. 2009 Vodafone One, One Net
  82. 82. Partnerships
  83. 83. BT Global Services
  84. 84. Verizon
  85. 85. Microsoft Online Services
  86. 86. Strong Communications strategy: SME Education</li></li></ul><li>37<br />Evaluating Mobile B2B SPs<br /><ul><li>2009 Business Unit: GlobalView, Mobile Office
  87. 87. Global leader in mobile broadband
  88. 88. Leader in M2M w/1 mil subs
  89. 89. Partnerships
  90. 90. AT&T
  91. 91. Freemove
  92. 92. Bridge Alliance
  93. 93. RIM</li></li></ul><li>38<br />Evaluating Mobile B2B SPs<br /><ul><li>2005 Business Unit: Business Market Group
  94. 94. Serves 95 of Fortune 100
  95. 95. 3 million companies globally
  96. 96. Partnerships:
  97. 97. 210 countries voice roaming 65 country data roaming agreements
  98. 98. IBM Global Services
  99. 99. M2M Partner Jasper Wireless</li></li></ul><li>39<br />Evaluating Mobile B2B SPs<br /><ul><li>2009 Managed Email
  100. 100. Target SMEs
  101. 101. Partnerships
  102. 102. RIM
  103. 103. 2006 Managed Email
  104. 104. Target SMEs
  105. 105. Partnerships
  106. 106. RIM
  107. 107. Freemove
  108. 108. Weakness in Enterprise FMC: tight integration with fixed-line business</li></li></ul><li>40<br />Winning Strategies<br /><ul><li>Enterprise device strategy, smartphones drive take-up, embedded laptops and netbooks
  109. 109. Flat-rate pricing
  110. 110. Internal fixed division or partnership with fixed service provider
  111. 111. Vodafone + BT Global Services
  112. 112. Orange Business
  113. 113. Enterprise Email strategy device & managed service
  114. 114. Vodafone + Microsoft Online Services
  115. 115. AT&T + Cisco
  116. 116. Help Desk & support services – Enterprise and SME</li></li></ul><li>41<br />Mobile B2B Device Deployment & Penetration<br />Mobile B2B Device Deployment & Penetration<br />Enterprise Deployment<br /><ul><li>97% Smartphones
  117. 117. 44% Wi-Fi enabled
  118. 118. 38% Data Cards</li></ul>Penetration<br /><ul><li>29% Smartphones
  119. 119. 20% Applications
  120. 120. 16% Messaging
  121. 121. 4% Training</li></ul>Results from Strategy Analytics survey of European and US Enterprise IT decision makers 2008-2009.<br />
  122. 122. 42<br />Mobile B2B Device Trends<br />RIM&apos;s Blackberry is the most widely deployed device in European enterprises. The iPhone accounts of 45% of global smartphone data traffic and 60% of US smartphone data traffic.<br />Salesforce.com launched a mobile SFA solution for just 2 devices: Blackberry and iPhone.<br />
  123. 123. 43<br />Recommendations<br /><ul><li>Partnerships
  124. 124. With a multinational fixed line service operator will position Beeline for FMC
  125. 125. With SIs,VoIP vendors
  126. 126. With M2M Vendor
  127. 127. Expand enterprise device portfolio to include embedded netbooks/laptops, and additional smartphones
  128. 128. Build Regional MNO Alliance in the model of Freemove to build enterprise offers including lower pan-European or International roaming tariffs for enterprise customers.
  129. 129. Build Mobile Cloud Computing Strategy</li></li></ul><li>44<br />Go-to-Market Early Enterprise Customers<br /><ul><li>AT&T Wireless/Mobility
  130. 130. 1st to launch flat-rate voice + data 2001
  131. 131. Early Adopters, small group that drives take-up
  132. 132. 1st to offer subsidized netbooks
  133. 133. T-Mobile
  134. 134. 1st to launch operator Wi-Fi in key locations: airports, AT&T followed with frequent flyer clubs
  135. 135. Bundle Wi-Fi with data plan extended service reach
  136. 136. Offer flexibility: 1 day, 1 week, monthly
  137. 137. AT&T followed T-Mobile added free Wi-Fi to data offer</li></li></ul><li>Questions<br />
  138. 138. B2B Messaging Focus<br />Best pricing/flexible offers<br />Network access (especially international roaming)<br />Mobile enterprise (SmartPhones)<br />Confidential - © 2006, MediaHound Development, Inc. All Rights Reserved.<br />
  139. 139. Emphasizing Pricing<br />
  140. 140. Emphasizing Roaming<br />
  141. 141. EmphasizingSmartPhones<br />

×