Presentation on theme: "1 Winning Business With North American Carriers and Suppliers Michael Zammit Managing Director O: 732.699.3460 M: 267.784.1784 Prepared."— Presentation transcript:
1 Winning Business With North American Carriers and Suppliers Michael Zammit Managing Director O: M: Prepared For:
2 Agenda Who is Telcordia? US Market Opportunities What does it take to WIN business in North America? Telcordia Solutions & Support
Telcordia: Network & Product Integrity (NPI) NPI Has Been Core Competency For Decades Break-up of Bell System BELLCORE created to providing R&D support for the RBOCs 50+ year history of Leadership in Telecommunications Acquired by SAIC NPI enables use of optical fiber to replace copper in the local loop Providing network product and integrity services for over 50 years Providence Equity and Warburg Pincus acquire Telcordia 3/15/05 Renamed Telcordia Technologies Acquired Granite Software Systems Formerly Bellcore 1960s Creating Telecom OSS Business Technology Develops call waiting, call forwarding, and caller ID Handles all 800- number calls in the US Enables DSL rollout Delivers managed IP solution Risk Assessments and NEBS Testing We are part of Bell Labs within AT&T Enable FTTP rollouts Network Transformation Solutions 2012 Tested Bell System developed technologies Safety testing a high priority NPI Expansion into Global Markets Risk Assessments: Network Security & Safety Integration with Ericsson NPI Supports Global Optical Deployments New Optical GRs & Test Programs 10G/40G/Wireless Backhaul Key Lab for Verizon GPON Issue 1 of Key Optical GRs GR-20, GR-326 GR-1209/1221 Develop Carrier M&Ps to support FTTx Deployment Certification of Passive Optical Components & Factory Audits
4 Telcordia NPI Team Members Staff Proficiency Optical transmission & measurements Mechanical/Environmental/NEBS Testing Materials Science, Chemical/Electrical Protection Knowledge of Global Industry Standards (TIA, ATIS, Verizon TPRs, IEC, ITU) US National Safety codes & Listing (NEC, NESC, NFPA, UL etc…) Areas of Expertise: Product design & manufacturing Testing methodology (Key Lab for Verizon, AT&T and other global carriers) Product Certification: Features, Functions, and Performance Qualification Failure analysis – product & field/deployment related failures Expert Testimonial (Litigation Support) OSP network design & engineering Physical plant construction & maintenance (aerial, underground) Deployment methods & procedures – OSP/residential/MDU/Enterprise Worker and Product Safety Gain a competitive advantage by leveraging Telcordia expertise to help design, certify, integrate and deploy superior quality products and solutions.
5 5 Telcordias Global Customer Base TPSA Embratel Aircel Reliance Embarq FairPoint OTE TWC Global Manufacturers Over 1,000 customers around the world Telcordias diversified, global client base defines the future of the telecom industry
6 A Few of Our Recent Customers Domestic Carriers Verizon, AT&T, Centurylink, Comcast, Time Warner Supplier Customers: North America Asia/Pacific 3M, ADC, AFLDaewonSamsung BerkTekGo!FotonSterlite CommscopeHuaweiSUNSEA CorningILJINYOFC Custom CableLS CableZTE Emerson EXFO FEIEurope General Cable Corp.Alcatel-Lucent JDSUDexgreen OFS/FitelEricsson RCS Wire & CableOscilliquartz Superior EssexPrysmain/Draka SymmetricomRoyal DSM, N.V. TE Connectivity
7 Agenda Who is Telcordia? US Market Opportunities What does it take to WIN business in North America? Telcordia Solutions & Support
9 US Broadband Market Current US Statistics Nearly 90 million broadband subscribers 30 million DSL subscribers 50 million DOCSIS Cable modems Aging Telco infrastructure is stimulating investment in FTTH Advanced Services & LTE/4G rollout require more fiber deployment According to the FTTH Council 823 US companies deploying FTTP Broadband subscribers by Company Source: GIGAOM Percent Share of Annual Subscriber Growth Source: GIGAOM
10 Trends in U.S. Broadband Efforts Top 10 service providers control 85% market share Less than 10% of US Broadband subscribers are FTTx Telco providers loosing market share to the cable TV providers VZ/AT&T FY12 CAPEX outlook of US $45B 12% of Global CAPEX and 65% of total US CAPEX spending But, Wireline CAPEX down about 10% At peak GPON deployment, VZ CAPEX was over $10B alone. Shift in CAPEX to wireless backhaul, cloud/data center build-out, targeted revenue generation (eg. MDU deployments) US Government – US $7.2B in broadband stimulus funding Several hundred Tier 2 & 3 service providers, municipal systems, and middle mile providers (focus on digital divide) Network construction is just starting for many of these companies Some restrictions on Buy-America for public systems
11 Ford Motor Co. - Quality is Job 1 OSP network must last years! % reliability for landline voice services Steep FCC penalties for network outages Universal service requirements Highly competitive market, high customer churn Critical focus to reduce installation and maintenance costs US Labor costs very high. Reduce complexity of products & deployment Lower skilled, lower cost technicians Improve accuracy of installation Reduce costly service calls – US $150/hr to roll a truck Product price is NOT the only consideration US Carriers Focus on Total Life Cycle Cost
12 Agenda Who is Telcordia? US Market Opportunities What does it take to WIN business in North America? Telcordia Solutions & Support
13 China Has Brought Excellence to the US
14 China also brings excellent optical products to the US! Bringing Excellence to the US Market
15 Trends in U.S. Purchasing Pattern The high quality and low cost of products from non-U.S. manufacturers are very attractive to U.S. Carriers
16 Does the Trend Represent OPPORTUNITIE$$? The buying trend offers TREMENDOUS opportunity to international manufacturers BUT not all will be successful! Companies MUST understand the U.S. market and position products properly to be successful and gain U.S. market share.
17 Network and Product Integrity Market Forces That Must Be Met Carriers need: Innovative, cost effective solutions to meet competitive market forces and subscriber expectations Manufacturers need: Knowledge of Carrier Requirements Product differentiator to gain a competitive advantage in the market Delivery Excellence Enterprise customers need: High performance and efficient networks Support to implement new network capabilities
18 How do we know what the U.S. Requirements are for our products? How do we determine in the pre-production phase of the development cycle if products will meet these requirements? How do we demonstrate that our products meet U.S. performance & quality needs? How do we get the attention of U.S. Carriers? How do we respond effectively to U.S. Carrier RFPs? Challenges for International Manufacturers in the U.S. Market
19 Understanding Product Requirements Dont assume that a product made for other markets will meet U.S. Requirements. Requirements for U.S. Carriers are well-defined and specific Largely based on Telcordia Generic Requirements but sometimes they may deviate in subtle ways. There are HUNDREDS of Generic Requirements documents and it is challenging to find the specific requirements for a given product or application! Correlation with a specific GR is not always so straight forward Product requirements may come from more than one GR Proper interpretation of GR criteria is critical Both Suppliers & Carriers assist Telcordia in developing and have access to these Generic Requirements Lower you risks significantly by gaining detailed knowledge on the Generic Requirements used by YOUR customers!
20 Common GR Documents for Optical Fiber, Components & Products Cable & Connectors GR-20, Optical Fiber & Outside Plant Cables (*Update coming in 2012!) GR-409, Indoor Optical Cables GR-1209, Passive Optical Components (* Updated in 2010) GR-1221, Component Reliability Assurance (* Updated in 2010) GR-326, Single Fiber Optical Connectors (* Updated in 2010) GR-1081, Field Mountable Optical Connectors GR-1435, Multifiber Optical Connectors GR-3120, Hardened Single Fiber Connectors GR-3152, Hardened Multi-Fiber Connectors GR-2866, Optical Fiber Fanouts GR-3172, Active Optical Cables (New in 2012!) GR-3173, Composite Optical Cables for Wireless tower applications (New in 2012!) Splice Closures, Terminals, Fiber Distribution Hubs Active Components GR-418, Generic Reliability Assurance Requirements for Fiber Optic Transport Systems GR-468-CORE, Generic Reliability Assurance Requirements for Optoelectronic Devices Used in Telecommunications Equipment GR-1312, Optical Amplifiers and Proprietary DWDM Systems SR-332, Reliability Prediction Procedure for Electronic Equipment GR-771, Splice Closures GR-3123, Indoor FDH GR-3125, Outdoor FDH GR-3161, MDU Terminals GR-950, FTTx ONU Closures GR-487, Electronic Equipment Cabinets GR-449, Fiber Distribution Frames (*Updated in 2012!)
21 There are MANY more GRs! Coaxial Cable Wire & Cable Products Connectors & Splices Pedestals and Equipment Enclosures Building Entrance Terminals (BETs) Concrete Shelters, Vaults, Handholes Network Interface Devices (NIDs) Terminal Blocks CATV Broadband Distribution Components Network Protection and Grounding RFI Filters Field Test Sets
22 Typical GR for a Component Fundamental Requirements Documentation, Packaging & Shipping Basic design features, Intermateability Product labels, markings & packaging Service Life Requirements Installation and handling stresses Normal Stresses during the operational life of the product Optical, Mechanical & Environmental Performance Criteria Extended Reliability Requirements Evaluate performance of product design & materials over time Temperature/Humidity Aging – how to accelerate testing? Chemical, UV, Water Exposure, Dust & Other Contaminants Reliability and Quality Assurance Program Reliability Assurance Requirements Philosophy Overview of Reliability Assurance Qualification Criteria Quality and Reliability Criteria Unlike other Global Standards, each Telcordia GR contains very detailed functional requirements, test procedures, sample configuration, and performance criteria levels.
23 Navigating through requirements Telcordia Roadmap to Generic Requirements (GR) Technologies: A Free Guide to the Collection of 150+ GR Technical Documents ROADMAP-TO-AIN-1, Telcordia Roadmap to Advanced Intelligent Network (AIN) Documents ROADMAP-TO-CLASS-1, Telcordia Roadmap to CLASS Feature Documents ROADMAP-TO-CUSTOM-CALL-1, Telcordia Roadmap to Custom Calling Services Documents ROADMAP-TO-FIBER-1, Telcordia Roadmap to Fiber and Optical Technologies Documents ROADMAP-TO-LIDB-1, Telcordia Roadmap to Line Information Database (LIDB) Documents ROADMAP-TO-NEBS-1, Telcordia Roadmap to NEBS Documents ROADMAP-TO-NGN-1, Telcordia Roadmap to Next Generation Network (NGN) Documents ROADMAP-TO-OP-SVCS-1, Telcordia Roadmap to Operator Services Documents ROADMAP-TO-RELIABILITY-1, Telcordia Roadmap to Reliability Documents https://telecom-info.telcordia.com
24 North American Standards for Optical Fiber & Optical Fiber Cable North American Customers may have additional requirements: Additional Verizon TPRs (largely based on the Telcordia GRs): TPR.9424, Optical MDU Drop Cables TPR.9441, Bend Optimized Performance Fiber TPR.9442, Optical Fiber Microducts TPR.9459, In-living unit Optical Cables TPR.9460, Multimode Fiber Requirements TPR.9462, Blown Optical Fiber Cables TPR.9445, Manufacturing Quality & Production Audit Requirements Cable TV & Tier 2 Carriers sometimes use the following: ANSI/ICEA S , OSP Optical Fiber Communication Cables RUS BULLETIN 1753F-601a, Optical Cables (Backbone, Feeder, and Distribution Cables) RUS BULLETIN 1753F-601b, Optical Cables (Subscriber Drop Cables)
25 How do we know what the U.S. Requirements are for our products? How do we determine in the pre-production phase of the development cycle if products will meet these requirements? How do we demonstrate that our products meet U.S. Requirements? How do we get the attention of U.S. Carriers? How do we respond effectively to U.S. Carrier RFPs? Challenges for International Manufacturers in the U.S. Market
26 Raise the Confidence of your Customer! US Carriers expect products to last years! Traditional suppliers are the trusted advisors Raise the confidence of your customers by demonstrating that you have the ability to compete on price, performance, and quality. Foreign supplier challenges: No brand recognition No track record Perception may be low quality Knowing the requirements is speaking the language
27 Certifications Quality Management System Testing Laboratory Pre-production or prototype testing Product Certification Manufacturing Facility Audit
28 Key Offer: Laboratory Audit & Certification Objective: Determine if the supplier lab has the capability and proficiency to perform the complex test programs required to properly qualify passive optical components against Telcordia Generic Requirements and other product specifications such as IEC, ICEA, and RUS standards. Method: A Telcordia optical test expert will perform a detailed on-site review and assessment of your laboratory infrastructure, your operating procedures, and evaluate staff qualifications. Telcordia has many years of expertise writing GR specifications for optical components and we operate our own state of the art testing laboratory in the US. Telcordia will leverage this deep knowledge and expertise in optical component testing to help you become more efficient and proficient in performing these highly complex test programs. Telcordia will review, analyze, and certify supplier laboratory test capabilities. Improve the EFFICIENCY and PERFORMANCE of your Laboratory Improve the accuracy and reliability of your test results Improve lab efficiency Enhance R&D and product development capabilities Reduce lab operating cost Level the playing field with your competitors Raise customer confidence Telcordia certification of a supplier laboratory will allow you to demonstrate to your customers that you have the required measurement equipment and capabilities, proper lab procedures, and a well trained staff.
29 Key Offer: Prototype Design Verification Telcordia has authored product specifications (Telcordia GRs) for over 30- years. We understand carrier needs and expectations and can anticipate whether a product will be well received by your customer. Do not loose site of the importance of proper packaging, labeling, and user instructions Craft interaction, ease of assembly, operation, maintenance is also quite important Telcordia has tested numerous PFOC products from every leading global manufacturer. Telcordia Red Flag Test Program Red Flag program includes abbreviated testing against critical GR performance criteria Accelerate your product development schedule Low cost, efficient, and effective way to assess pre-production conformance Identify any possible product design issues prior to the start of certification testing Resolve key design issues before presenting your product to your customers Approximately day duration We recognize likely failure modes resulting from material selection, poor design choices, assembly issues, and craft interaction – before you go to Production!
30 Key Offer: Product Certification US Carriers are very familiar with the lab testing capabilities of the major global manufacturers. But they are skeptical with unknown, smaller new entrants Telcordia can help level the playing field by providing a comprehensive set of testing services that is highly respected by North American carriers Telcordia provides not just testing, but industry expertise in a wide-range of technologies to provide analysis of test strategies, test configurations, test criteria, test scope, test failures, etc. In some cases Telcordia is able to witness testing at the Suppliers facility. This requires Telcordia review and approval of supplier capabilities prior to the start of testing. Suppliers can leverage this core competency of Telcordia and give their prospective carrier customers confidence in their products/solutions Telcordia branded test reports are a valuable marketing tool which can be used to show the commitment you have to meeting your customers requirements Telcordia is an accredited, Independent Test Laboratory (ITL) Telcordia design review & certification will raise the confidence of your customer and give you a marketing advantage.
31 QMS & Manufacturing Facility Audit Key Areas of QMS Review: Procedures / Test Plans / Requalification Vendor Qualifications / Approval / Vendor-Supplied Data Records Results Internal Audits / Corrective Actions Training Customer Issues / Field Returns Manufacturing Facility Audit Design / initial qualification testing Receiving / receiving inspection Production process / process capability / process controls In-process inspection (visual/mechanical) In-process testing (electrical/functional) Storage and handling practices / environmental conditions Equipment maintenance / calibration Nonconforming material process / field issues Final testing Packaging and shipping practices Raise the confidence of your customer by demonstrating the capacity to consistently provide high quality products.
32 Tested By Telcordia The Tested by Telcordia logo identifies products that have undergone a thorough testing and analysis program conducted by Telcordia.Tested by Telcordia Laboratory Accreditations: ISO 9001:2008 TL 9000® standards ISO Verizon Certified Independent Test Lab
33 How do we know what the U.S. Requirements are for our products? How do we determine in the pre-production phase of the development cycle if products will meet these requirements? How do we demonstrate that our products meet U.S. Requirements? How do we get the attention of U.S. Carriers? How do we respond effectively to U.S. Carrier RFPs? Challenges for International Manufacturers in the U.S. Market
34 Making First Contact What is your US presence? Branch office Strategic Partner Distributor or Product Rep Rarely is there a single decision maker Many carriers implement a cross-functional approach to product selection. Network Solutions/Technology Network Planning & Engineering Network Construction Procurement/Purchasing Many US carriers purchase SOLUTIONS not components!
35 What else is needed? Deliver products that meet the standards, quality and deployment needs of the customer Clearly and thoroughly characterize non-conformances Focus on implementation and deployment costs Key Offer – Engage Carriers Directly Develop and sell products to the U.S. Market and gain a sustained competitive advantage based on timeliness, price and quality of products
36 Address Customer Concerns: Dont lose sight of what is important to procurement organizations: How will you warehouse sufficient inventory? Can you ensure timely, efficient, and easy distribution of product? Do you have proper packaging, product labeling, and a well written instruction manual? Customer support – do you have highly available technical and administrative personnel? Establish a US based entity, partner, or use a distributor? Buy America may be required for certain Stimulus Funds and some larger carriers
37 How do we know what the U.S. Requirements are for our products? How do we determine in the pre-production phase of the development cycle if products will meet these requirements? How do we demonstrate that our products meet U.S. Requirements? How do we get the attention of U.S. Carriers? How do we respond effectively to U.S. Carrier RFPs? Challenges for International Manufacturers in the U.S. Market
38 RFP Response Development and Support RFPs are the main tool used by U.S. Carriers to get product information and pricing - Are you getting carrier RFPs? The RFP response development process is the key to winning large carrier business deals RFP content is usually very comprehensive (not just pricing) Product conformance with carrier performance quality criteria Product Availability, Shipping, Training Warranty & Penalties Technical & Admin support Pricing RFP response must be equally comprehensive & timely
39 Develop an Effective Strategy Demonstrate that you know your customers needs. Know the specific deployment requirements Show that you are reducing installation & maintenance costs Position solutions not commodity components Raise confidence through independent certifications of your products and production process. Product certification will help to level the playing field Carriers expect year performance Engage Carriers directly Leverage strategic partners Partner for solutions Show a commitment and availability to be in the market In North America, the RFP is very important! Best chance to show all of the above If awarded the business, the RFP response often becomes the basis for the contract.
40 Thank you! Michael Zammit Managing Director Optical Analysis & Services Wencao Li FOC Business Developer - China Optical Analysis & Services
41 Engineering & Planning Engage with Carriers Directly Identification/ Provision of Applicable Standards Perform Carrier Readiness Assessment Product Qual. QMS/Factory Auditing Carrier Network Consulting Identify Carrier Contacts/RFPs Brokered Meetings (TRIAD Program) Solution Development System integration Product Selection Process RFP support Telcordia Product Certification Test Report Used as Marketing Tool Test All Technologies (Optical, Access, Switching, OSP, Signaling) QMS & Factory Auditing Develop & Manage OEMs GR Consulting/Training 150+ GR Documents National Codes Vast Knowledge Site to Order GRs Prototype Design Verification Red Flag Testing Carrier Field Trials These are 5 ways to help your company enter the U.S. market EASIER, FASTER and MORE COST EFFECTIVELY