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Product Marketing and Management Board of Directors presentation (nonconfidential, out-of-date)
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Product Management and Marketing
Presented byDavid Guggenheim,
VP PMM
Agenda
• Market Analysis and Projections• PMM Product Role• PMM Marketing Role
Market Analysis and Projections
A Changing Market
• Little or no product differentiation–Gartner, Frost, Yankee, Operators
• All vendors have good references• All vendors have rapid installs• Purchasing decision factors
–Total price–Company stability–Penalties
Positioning for Prosperity
Summary by Vendor Type
Type of Vendor
Total Revenues
Hardware Systems Integration
Out-sourcing
Packaged Software
ISVs $11,945 $207 $4,679 $1,411 $5,649
SIs 17,526 1,446 8,046 6,363 1,671
IHVs 14,902 4,182 5,975 1,261 3,484
TOTALS $44,373 $5,835 $18,700 $9,035 $10,804
($ USD Millions)
Application Spending Mix by Operator
Application New Carrier
Medium Carrier
Large Carrier
Broadband Larger Wireless
Billing 26% 21% 24% 22% 27%
Customer Care
17% 14% 11% 15% 13%
Order Entry 12% 15% 11% 17% 12%
Network Management
20% 22% 21% 20% 20%
Service Management
11% 11% 16% 14% 9%
Workforce 3% 3% 1% 1% 1%
Mediation 2% 6% 8% 5% 4%
Anti-Fraud 5% 4% 5% 4% 11%
Interconnect 5% 3% 1% 3% 3%
SFA 0% 1% 2% 1% 1%
Addressable 67% 65% 8% 70% 4%
Declining Expenditures per Sub
Addressable Revenue
New Carrier
Medium Carrier
Large Carrier
Broadband
Larger Wireless
2001-2002 $24.12 - $30.15
$13.83 - $15.55
$1.11 - $1.32
$10.23 - $12.80
$0.54 - $0.63
2002-2003 $15.91 - $19.90
$9.12 - $10.26
$0.73 - $0.87
$6.75 - $8.45
$.036 - $0.42
2003-2004 - 5% - 5% - 5% - 5% - 5%
2004-2005 - 5% - 5% - 5% - 5% - 5%
Worldwide OSS/BSS ISV Spending
0
5,000
10,000
15,000
20,000
25,000
2002 2004 2006 2008
Calendar Year
$USD millions
WirelineWirelessBroadband
North America OSS/BSS ISV Spending
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2002 2004 2006 2008
Calendar Year
$USD millions
WirelineWirelessBroadband
Europe / Africa OSS/BSS ISV Spending
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2002 2004 2006 2008
Calendar Year
$USD millions
WirelineWirelessBroadband
Asia + Middle East OSS/BSS ISV Spending
0
2,000
4,000
6,000
8,000
10,000
12,000
2002 2004 2006 2008
Calendar Year
$USD millions
WirelineWirelessBroadband
Latin America OSS/BSS ISV Spending
0
500
1,000
1,500
2,000
2,500
2002 2004 2006 2008
Calendar Year
$USD millions
WirelineWirelessBroadband
Wireless Requirements
• Convergent Mediation/Activation• Real-Time Billing• Pre/Post/Now/Pay Convergence• E-Commerce Transactions• Mobile Data QoS• Service Bureau Option
PMM Product Role
Activities
• Staffing and Retention• Product Marketing Plans
– Convergent Mediation• Revenue Assurance Differentiator
– PrePostPay Convergence– Unicorn 6.0
• Feature Enhancements– Business Processes– Functionality– Performance
PMM Marketing Role
Activities
• Staffing and Consultants• Positioning• Messages• Direct Response• Public Relations• Events• Collateral
Time for Questions
