convergence or convenience go-to-market implications katrina lowes vp, marketbridge jon pelson chief...

Convergence or ConvenienceGo-to-Market Implications

Katrina Lowes VP, MarketBridge

Jon PelsonChief of Convergence StrategyBT plc

‹#›

www.market-bridge.com© 2007 MarketBridge

Marketing Management Marketing Services

Sales & DistributionManagement Sales Services

Consulting Execution

Sal

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arke

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g

MarketingSciences

Differentiating PrinciplesGo-to-market focusIntegration of hybrid marketing & salesStrategy through market executionAnalytic core competencyPerformance driven

Sector FocusTechnologyCommunications & MediaFinancial ServicesLife SciencesOther SMB Markets

Global ScaleWashingtonSan FranciscoLondonTorontoPhiladelphia

About MarketBridge

www.market-bridge.com© 2007 MarketBridge‹#›

Some Interesting Market Facts

“In Europe, in-use mobile phones already

outnumber the population, with

penetration at 103%”

By 2010, there will be 10 devices connected to the network for every person

using them; the network will need to support 5 billion

connection pointsThe Economist, April 28, 2007





connection points“Apple has shipped over 1 billion IPOD devices to date and

none have been connected to a network…yet” Apple Press Release, April 9, 2007



By 2010, machine to machine traffic over public networks is likely to exceed

people to people traffic



connection points


This Vision is Just Around the Corner

Source : Economist May2007


80%We Found Them

75%We Found Them

20%They Found Us

25%They Found Us

Decision MakersDecision Makers InfluencersInfluencers

Did the Tech buyer find the Vendor or Vice-versa ?

Sales Cycle Expansion 2005 - 2007

Changing Customer Behavior

# Participants in the Buying Process

100 to 500 employees100 to 500 employees 501 to 1000501 to 1000 Over 1000 employeesOver 1000 employees

6.8

13.5

21.0IT Purchase over $25k


80% of respondents said device, application or

network

Only 20% talked about ease of use for customers

‹#›

So What Do You Think Convergence Means?

We asked the question

‘What does convergence mean to you?’

“Bringing together multiple solutions to provide an ease

for the customer”

“Provide the average consumer with seamless,

always-on multimedia communications across

various delivery networks and end user devices”

“Convergence is initially going to be a car crash”


Hardware

‹#›

Software

Communications-Enabled Applications

Exponential Bandwidth

Hyperconnectivity

Megatrends Driving Convergence

Service

Content


in computer networking is an accelerating market trend in which all things that can or

should communicate through the network will communicate through the network.

Person-to-person Person-to-machine

Machine-to-machineIt is fueling huge increases in bandwidth demand and changes in communications because of the

complexity, diversity and integration of new applications and devices using the network.

Hyperconnectivity …..


Are you prepared for the Convergence battle?

….Of Course, There Are Other Definitions


….Or Our Personal Favorite


….Don't Believe Us About Schizophrenia ?

……there are no longer clearly defined boundaries, everything is connected

“I am a sales person” “I am a marketer”

Will work for

food !!

“I am a sale-keter!”


….Still Don't Believe Us About Schizophrenia? !

“I am a music player!” “I am a notebook” “I am a phone ”

……crossing the business and personal boundaries, with the single concern of staying

connected


….One Last Attempt, Not Schizophrenia ?!?!

Cost is directly related to the character length of the descriptor !

“I am a product”

“I enable people who are not even in the

same room to speak” (47)

“I am a solution!”

“I am the sales connector 2000, delivering customer sales

conversations to your sales teams when and

where they need them”(99)

“I am a service”

“I create executive productivity gains through data and

knowledge sharing”(63)


TECHNOLOGYTECHNOLOGY

MARKETING

SALES

FINANCEPRODUCT

SYSTEMS SERVICE

APPLICATIONSDEVICES

SOFTWAREHARDWARE vs

vs

vs

vs

Decision Table

Decision Table

The Challenge Goes Beyond Technology



MARKETING

SALES

FINANCEPRODUCT

SYSTEMS SERVICE

APPLICATIONSDEVICES

SOFTWAREHARDWARE vs

vs

vs

vs

Decision Table

Decision Table

So What are the Implications for Go-To-Market Strategy?


Personal Experience Matters

Global Banking View accounts in multiple

countries Access via any device

BUT

Separate log-in and password in each country

Different security procedures

Customer Services can’t see both profiles

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Expectations are High

The Challenge – Book Two Flights Online

BA Internet HelpdeskMumbai

HSBC Telephone

BankingUK

MeWashington

DC


Issues • Connecting and incentivizing all parts of the business to deliver compelling solutions, not products • Developing products, services and solutions that are channel ready• Delivering a holistic and world-class customer experience throughout the entire customer life cycle from the first marketing touch to daily customer management

MARKETING

SALES

FINANCEPRODUCT

SYSTEMS SERVICE

The Challenges Inside Your Business


Issues • Marketing to multiple buyers• Selling to functional and financial/IT buyers in business• Ensuring experience lives up to sales messages for consumers• De-mystifying complex solutions to solve simple transaction issues• Marketing and selling with and through partners – co-opertition• Maintaining marketing & sales dialogues over extended periods

Decision Table

Decision Table

The Challenges Going to Market



MARKETING

SALES

FINANCEPRODUCT

SYSTEMS

SERVICE

APPLICATIONSDEVICES

SOFTWAREHARDWARE vs

vs

vs

vs

Decision Table

Decision Table

Experience Matters

Not about smaller, faster or more feature laden It’s about ease, simplicity, experience


Who Will Champion Experience?

Why Not You?


Thank You

Katrina Lowes

Vice President

[email protected]

Tel +1 301 841 5952

‹#›

Jon Pelson

Chief of Convergence Strategy

BT plc

[email protected]

Tel +1 703 953-4984

convergence or convenience go-to-market implications katrina lowes vp, marketbridge jon pelson chief...

Documents

marketbridge slide

connected slide

marketbridge hardware

technology slide

definitions slide

personal favorite slide

economist may2007 slide

car crash slide