Telecom Market Presentation
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This document provides an overview and action plan for Panasonic's Workforce Automation Team to target the telecommunications vertical market with mobility and field force automation solutions using Panasonic Toughbook laptops. It identifies top telecom companies and their estimated mobile workforces as potential customers. It outlines strategies such as developing reseller partnerships, generating leads from trade shows and campaigns, and providing ROI tools and introductory trials to help capture business from competitors in this growing market.
![WHY TOUGHBOOK & MOBILITY?
• Among large mobility vendors such as Panasonic, which sells its Toughbook laptop line to
mobile field forces, sales have doubled between 2002 and 2005, says Mike McMahon,
director of workforce automation at Panasonic Comput-er Solutions. “The number one
reason [for the sales boom] is the advance of mobility in the workforce management
space. Five to seven years ago, ROI typically was a three-year payback process [based on
loaded labor rates, i.e., $55 to $95/hour for field service technicians in telecoms]. Now the
ROI payback has shrunk to three to five months because the [computer] hardware,
software and wireless technologies have become much more dependable and mission
critical,” McMahon believes.
• Field forces demonstrate a pent-up need for mobile data, according to a 2005 study by the
Aberdeen Group. Such applications as on-demand access to work order details and
scheduling, locating and identifying spare parts and warranties, and quickly obtaining
customer histories are main areas for growth. In 2004, no more than 30 percent of the
companies Aberdeen surveyed could provide real-time data access to their field forces in
any individual data category, while at least half the companies indicated they required it.
- Mobile Enterprise Magazine - May 2006](https://image.slidesharecdn.com/telecompresentation-140417152515-phpapp02/85/Telecom-Market-Presentation-14-320.jpg)
Telecom Market Presentation
- 1. Prepared by Kim Boggio BDM BUSINESS PLAN - TELCO VERTICAL WORKFORCE AUTOMATION TEAM MEETING SANTA FE, NM MAY 22-24 2006
- 2. CONTENTS • OVERVIEW OF MARKET • MARKET SHARE ESTIMATE • MEDIA/ MDF • TRADESHOWS • LEAD GENERATION • PARTNERS • TOUGHBOOK AS INTEGRATED SOLUTION • TASKS/ STRATEGIES
- 3. The number of mobile workers in the United States will number 105 million in 2006 Mobile professionals will number 24.1 million in 2006, all other mobile workers will total 81.9 million. Mobile Field Service workers may total 20 million in 2006
- 4. The bottom line benefits of mobility and field force automation include: Increases in productivity and efficiency Enhanced customer service capabilities Optimized route management Competitive edge due to the ability to close business or solve problems on the spot Improved inventory management Reduced administrative costs and errors
- 5. The fastest growing mobile applications are: E-mail, Database Query Field Service and Sales Automation Information-Based Systems Location-Based Systems Messaging Transactions Vehicle Location and Positioning Accessing Web Portals
- 6. Field Service systems and Transportation & Logistics systems are the main applications used in the Panasonic Toughbook markets. Field Service Systems include: Installation, maintenance, service and repair Work order changes Outage management Inspection automation and regulatory compliance Transportation & Logistics systems include: Fleet management Route management Direct-to-store delivery
- 7. TELECOM MARKET $128+ billion services market Access to 95% of US households Dominated by AT&T/SBC and Verizon Other Players: BellSouth, Sprint, Qwest VoIP – Vonage Trends: Triple Play – VoIP, Internet, Video
- 8. BROADBAND MARKET 35 million broadband access lines MSO’s bundling value-added services such as high-speed internet access, video, VoIP, and even Wi-Fi. Competing directly with Telco’s for Triple play services Major players: Time Warner, Adelphia, Cox, Comcast, Cablevision – also more regional companies than Telco’s
- 9. WIRELESS MARKET Major mergers and acquisitions since 1999 have consolidated the highly fractional US wireless market into five national players. In order of Market share: Cingular/AT&T Verizon achieved record sales in 2005 and could regain # 1 position by the end of 2006. Sprint /Nextel T-Mobile Alltel /Western Wireless The ‘Big 3’ control 75% of the US market, and the ‘Big 5’ over 90%. Wireless revenue in specific vertical markets: financial/insurance/real estate, transportation, professional business industries will generate the greatest revenue
- 10. TARGETED COMPANIES: TELECOM VERIZON AT&T/ SBC QWEST SPRINT BELLSOUTH VONAGE ALLTEL
- 11. TARGETED COMPANIES: BROADBAND TIME WARNER ADELPHIA COMCAST COX CABLEVISION
- 12. TARGETED COMPANIES: WIRELESS CINGULAR VERIZON SPRINT/ NEXTEL T-MOBILE ALLTEL
- 13. COMPANY 2004 EMPLOYEES MOBILE WORKFORCE (ESTIMATE) FIELD SERVICE EMPLOYEES (ESTIMATE) TOUGHBOOK S DEPLOYED ITRONIX/ OTHERS DEPLOYE D RUGGED MARKET OVER 3 YR. PERIOD (ESTIMATE) SPRINT 59,900 17,970 8,985 0 2,000 $62,895,000 AT&T/ SBC 162,000 48,600 24,300 24,000 $170,100,000 VERIZON 210,000 63,000 31,500 25,000 $220,500,000 QWEST 41,000 12,300 6,150 100 $43,050,000 BELLSOUTH 63,000 18,900 9,450 0 5,000 $66,150,000 ALLTEL 18,598 5,579 2,790 500 $19,527,900 CINGULAR 70,300 21,090 10,545 0 $73,815,000 COMCAST 70,400 21,120 10,560 100 $73,920,000 CABLEVISION 19,095 5,729 2,864 100 $20,049,750 COX 22,350 6,705 3,353 3,000 $23,467,500 TIME WARNER 30,000 9,000 4,500 1,000 $7,744,275 TOTAL 736,643 160,770 80,385 53,800 7,000 $781,219,425 67% 88% 12% TOUGHBOOK MARKET SHARE
- 14. WHY TOUGHBOOK & MOBILITY? • Among large mobility vendors such as Panasonic, which sells its Toughbook laptop line to mobile field forces, sales have doubled between 2002 and 2005, says Mike McMahon, director of workforce automation at Panasonic Comput-er Solutions. “The number one reason [for the sales boom] is the advance of mobility in the workforce management space. Five to seven years ago, ROI typically was a three-year payback process [based on loaded labor rates, i.e., $55 to $95/hour for field service technicians in telecoms]. Now the ROI payback has shrunk to three to five months because the [computer] hardware, software and wireless technologies have become much more dependable and mission critical,” McMahon believes. • Field forces demonstrate a pent-up need for mobile data, according to a 2005 study by the Aberdeen Group. Such applications as on-demand access to work order details and scheduling, locating and identifying spare parts and warranties, and quickly obtaining customer histories are main areas for growth. In 2004, no more than 30 percent of the companies Aberdeen surveyed could provide real-time data access to their field forces in any individual data category, while at least half the companies indicated they required it. - Mobile Enterprise Magazine - May 2006
- 15. TELCO MARKETING BUDGET FY '06 Budget Field Based MDF/Co- op. Based on $45M Projected Total Co-op Available Accurals Paid to Date Pending In Cap 450,000.00 450,000.00 0 Received Invoices - Vendor/Name Description Invoice # Date to CAP Invoice Amount Balance Globalcomm 2006 25,000.00 425,000 OSP 2006 12,500.00 412,500 SCTE CableTech EXPO 2006 23,000.00 389,500 TelcommNext 2006 10,000.00 379,500 KWP 3,500.00 376,000 KWP 3,500.00 372,500 KWP 3,500.00 369,000 KWP 3,500.00 365,500 Magazines- OSP 0.00 365,500 Comm. Engrg & Design 20,026.00 345,474 US Telecom Executive Qrtly 7,500.00 337,974 Cabling Installation 26,000.00 311,974 CED Magazine ROS Leaderboard 13,662.00 298,312 OSP Email Newsletter 9,000.00 302,974 US Telecomm dailyLead Newsletter 9,000.00 293,974 US Telecomm dailyLead HotTopic 9,500.00 284,474 USTelecomm video banner 9,500.00 274,974 CED Webcast 19,500.00 255,474 BSA 102,000.00 153,474 TOTAL 310,188.00 vs. 450,000
- 16. TRADESHOWS Globalcomm 2006 6/4/06 - 6/6/06 OSP 2006 6/4/06 - 6/7/06 SCTE CableTech EXPO 2006 6/20/06 - 6/22/06 TelcommNext 2007 Mar-07 KWP Various CTIA Wireless?
- 17. LEAD GENERATION • BSA SALES WEEKLY REPORT FROM DAVID H. FEEDBACK FROM ASMs • TRADE SHOW ATTENDEES • TOP 100 CABLE COMPANIES • BOB W. – CABLE CAMPAIGN • DOUG R. – ROCKWELL LIST – HUNTER CAMPAIGN
- 18. PARTNERS
- 19. TOUGHBOOK AS INDESPENSIBLE TO SOLUTION • Application to Reseller to End User Solutions • Bob Wright – Vz CF08 / Citrix/ Intel Prof. Services • Rockwell as model • GE Service power as model
- 20. Vz WIRELESS RETAIL CF08 to CITRIX Server - Vz Wireless Retail Stores • Toughbook • CITRIX • Intel Professional Services • New Retail Vertical?
- 21. GE Appliance – Servicepower Solution GE customers have the ability to schedule a service call using one of three methods. Customers can schedule a call: By going to www.geappliances.com on the web By talking directly to a call center agent By using an automated phone system with integrated voice response (IVR) capability. Job Booking Methods Web Call Center IVR Service Management System Dispatcher IVR – running late / call ahead GPS Device AVL tracking Parts Lookup MiddlewareMiddleware Tech input screen ServicPower Reporting tools Tech laptop
- 22. STRATEGIES & TASKS INTEL ON TARGET COMPANIES PERFORM THE FAST TES BASELINE COORDINATED SALES FOR TELECOM/ BROADBAND RESELLER STARTER PACKAGES ROI TOOLS MARKETING TO FIELD EMPLOYEES SW VENDOR/ RESELLER RELATIONSHIPS LEAD GENERATION INTRODUCTORY TRIALS FOR COMPETITORS CUSTOMERS ANALYZE COMPETITORS