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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

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