Technology Marketing
Technology Management in the Telecommunications Industry at HUT 23.09.2004
Jari Haggren
Senior Marketing Manager
Nokia Networks
Agenda Outline ?Technology Marketing as a part of the organisation
?What are the issues to work with ?
?How are we doing it day-to-day ?
Nokia Networks is integral part
of Nokia Strategy
Bring extended mobility to enterprise
Drive consumer
mobile multimedia
Expand mobile voice
Mobile Phones
Multimedia
Networks
Enterprise Solutions
Develop
Maintain & Remove
I n p
u t H a
n
d
-o v
e r
H a n d -o v e r Nokia Networks product creation phases,
processes & milestones
Roadmapping
B1
B0
B2
Research
R0
R1
R2
R3
Maintain
Remove
E6E7E8E9E10
System Development E0E1E4E5
Product Development
E0E1E4E5
Marketing & Sales
Positioning and awareness,
verify
Marketing
Sales ramp-up
Sales
Demand Creation
= Marketing & Sales
Customer Relationship Management / Account Management Demand Creation
-Marketing -Sell
Demand Supply Planning
Supply Network Management
Demand Fulfillment Project
Management
Care Market Entry Image Promotion Market Acceleration
Marketing Management
Market Opportunity Management
Sell
time
Demand Creation Process
Understand markets...
Manage and execute marketing activities...
... and close profitable deals
Market Entry
Image Promotion Market Acceleration
Marketing Management
Market Opport-unity Management
Solution launch
Solution promotion
Pilots and trials
Roadmap and solution definition
Technology opportunities
Customer opportunities
Business intelligence
Business consultancy Market acceleration programs
Industry marketing
Select case Qualify case
Prepare tender Win
Sell
Different target groups are approached
with appropriate messages
Business
Technology selections Features &detailed schedule
Top
Management Scope of Executive Review meetings Nokia Top Management Technical Experts
Scope of Feature and
Product Candidate meetings
Product
Management
Scope of Network evolution meetings
Technology Marketing,
Key specialists
Technical Management
Business
Technology selections
Features &
detailed schedule
NOKIA
CUSTOMER
Agenda Outline ?Technology Marketing as a part of the organisation
?What are the issues to work with ?
?How are we doing it day-to-day ?
The scope of technology marketing/management
?Roadmap and vision communication
?End user services development
?Radio technologies
?Cellular (GSM/EDGE & WCDMA)
?Complementary (Bluetooth, WLAN & RFID)
?Positioning of different technologies ?Core network
?Circuit core
?Packet core
?IP Multimedia subsystem
?Network management for system operability
?QoS and service performance
?Business models and market development ?Standardisation development
?3GPP
?IETF
?OMA
?Competitive landscape
?Authority consultancy in spectrum allocation ?Emerging technologies
Radio Core OS
TM
FUTURE-TELLING ?
Come on! It can‘t go
wrong every time...
Forecasting and optimisation are complex
…Sweden 11, Finland…
USA Germany 14%
Hungary
45%Horse to tractor substitution in Finland
Number
450 000400 000350 000Tractors
300 000250 000200 000150 000100 00050 000
Horses
0-80
-90
2000
1910
-20
-30
-40
-50
-60
-70
Market behavior during HSDPA
Titanic Syndrome
Opportunity to change course High
Certainty of information
Low
Time
Changing operator field
SERVICE OPERATOR
SUBSCRIBER OWNER
BRAND MVNO
OWN BRAND OFFERING
Service Level Agreements (SLA’s)
SLA interface will be widened NEW SERVICE OPERATORS
OWN SUBSCRIBERS AND
CORE EQUIPMENT
‘E X P A N D E D B R A G S M O P E R A T O R 3G L I C E N F I X E D /M O B I L E C O N R E G I O N A L S E R V I C T E L E C O M O U T S L O Y A L T Y C R M P M V N E A C C E S S P R O V I D E M -2-M T E L E M Service operator examples:
-through own experience
-reality not limited to these
V N O ’
O U T G E N C O V I D E I N G
D E R
R
E
R B R O K E R
R O V I E T R Y
O U R C W I T H N D M V E R E P R C E
NETWORK OPERATOR
EQUIPMENT OWNER
MOBILE NETWORK OPERATOR (MNO)
PRICE EROSION
ADDED VALUE
MVNO’s in Western Europe 3/2004
2 >50 with temporary permit 1
9
8
2
1
1
pending
permit
1014
17
2014
?
EU regulatory framework:
Well on the way
Clearly started
Early stage
Not even started
Importance of services for network operators
will increase in mobile infra market
?As product driven industries turn to main street, importance of the service business increases
?Business maturity drives horizontalization of services -Speed of the horizontalization will increase
?
Vertical services are still needed e.g. in the first stage of new technology introduction
IT
3G
Fast becoming horizontal
service business volume
2G
1990
19952000
2005
Now vertical –Horizontalization in next 2-3 years
Agenda Outline ?Technology Marketing as a part of the organisation
?How are we doing it day-to-day ?
Technology Marketing Interacts with All
Product management
?Schedules
?Planned roadmap ?Product packaging ?RFx answering
Industry Analyst
?Give an overview of upcoming technologies
?Nokia view and strategy sharing ?Future trends
Communication
?Help to prepare FAQ ?‘Spokes people’
Area Sales & Marketing people
?Sales arguments ?Network evolution ?Service evolution
?Competitive positioning
Press
?Quotes for reporting ?Education
?In-depth feature articles
Operator customers
?Discuss technologies
?Share & verify technology roadmaps and future outlook ?Arrange technology workshops
Product development
?Feedback
?Product information
Senior management
??Briefing of technologies ?Presentation material
Strategy and
business development
?Input for strategies ?Strategy preparation
Top 10 burning questions to be
taken into account
1.What problems are we solving?
2.How does this impact the customer's business?
3.Why our company specifically (value)?
4.What's the strategy?
5.What's the infrastructure to support the strategy?
6.What is the percent of contribution in revenue/profit over time?
(defines importance)
7.How does this offering compliment other areas of your company?
8.Is this in-house or partnered solution ?
9.What is the roadmap to your success? How will you measure success?
10.How do we compete?
Strategic competencies in Marketing & Sales ?End-user understanding
?Marketing & Sales
?Customer relations
?Solution Selling
?Bid management
?Product/System/Solution Marketing
?Business and strategy understanding
?Customer Business & Strategy Understanding
?Operator Business Understanding
?Nokia Business Understanding
?Team work and Networking
?Business & Competitor Intelligence
?Global Telecom Industry trend knowledge