We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byAsia Holdman
Modified over 2 years ago
Analyzing Competitive Networks Broadband Networking Retreat San Diego, October 23-24, 2000 Michael Richarme, Vice President Decision Analyst, Inc.
2©2000 Decision Analyst, Inc. Session Focus Evaluating competition End user perspective Distinctive competencies Identifying profitable areas Switching behavior Price sensitivity Research aided decision making
3©2000 Decision Analyst, Inc. Decision Analyst overview 22 year old full service marketing research firm 65 position CATI telephone center 1.6 million member Internet panel 20,000 member High Tech business panel High volume mail center 250 employees in Arlington, Texas About 1/3 of our business in high tech Clients include a Whos Who of broadband providers (LEC, CLEC, CATV, ISP, etc.)
4©2000 Decision Analyst, Inc. Broadband Definitions Two major categories of Broadband Cable Modem – shared bandwidth on 2-way CATV systems DSL – high bandwidth transmission on telco copper wire local loops Generally 200Kbps in at least one direction Exclude SDSL, T-1, Fiber from this discussion
5©2000 Decision Analyst, Inc. Useful Secondary Data Sources FCC Report News_Releases/2000/nrcc0040.html Cable DataCom News Technology Board
6©2000 Decision Analyst, Inc. Market Size – end of 1999 Cable modems – 1.4 million consumers ADSL – 400,000 consumers Other includes commercial T-1, fiber connections, and other broadband
7©2000 Decision Analyst, Inc. Market Size – mid-2000 Cable modems – 2.3 million consumers ADSL – 850,000 consumers Other – moderately slow growth
8©2000 Decision Analyst, Inc. Market Penetration Cable modems Cable passes 94% of US households Networks 52% cable modem capable now Networks 84% capable in 5 years ADSL Doubling of US Internet households in 5 years from 33% to 67% About 80% of local loops within 18,000 foot distance from telco central office
9©2000 Decision Analyst, Inc. Market Penetration - current Cable modems – about 4-5% of households that have compatible cable systems ADSL – about 3% of households with dial-up Internet connections
10©2000 Decision Analyst, Inc. Growth Rates – near term Cable Modem – 150% unit growth last year DSL – 380% unit growth last year Approximately equal size markets at the end of 2004 Will each have about 15 million subscribers at the end of 2004
11©2000 Decision Analyst, Inc. Key Competitors CATV AT&T/Media One, Time Warner, Cox, Charter Top 5 have about 60% of subscribers LEC SBC, Verizon, BellSouth, Qwest/US West about 80% of ADSL lines CLEC about 17% of ADSL lines Other – wireless, ISPs, IXCs
12©2000 Decision Analyst, Inc. Some Consumer Issues Availability in my area Pricing Installation tasks Firewall/security Portability Inflated speed claims Multiple users
13©2000 Decision Analyst, Inc. Measure Issue Importance How important or unimportant to you are each of the following factors when selecting a high speed Internet connection? Highly Highly Important Important Neither Unimportant Unimportant
14©2000 Decision Analyst, Inc. Measure Provider Rating How would you rate your high speed service provider on each of the following factors? Very Very Good Good Neither Poor Poor
15©2000 Decision Analyst, Inc. Performance Grid Importance Rating Very LowVery High Very Good Very Poor Below Expectations Over Spending TABLE STAKES FIX IT REAL FAST ! FAMILY JEWELS
16©2000 Decision Analyst, Inc. Differential Advantages What highly important things do you do extremely well that no other competitor does? These tend to cluster into areas of technology, service, price, comfort Use to build a value proposition to the customer
17©2000 Decision Analyst, Inc. Evaluating User Profitability rule Some segments are much more valuable than others Pipe or pipe-and-applications Is $39.95 per month the end goal?
18©2000 Decision Analyst, Inc. Customer Value Analysis Typical broadband customer is worth $20,000 to $50,000 over their lifetime This is a function of time and dollars Some customers are more attractive than others
19©2000 Decision Analyst, Inc. Customer Value Model Value = ƒ(Loyalty*Profit) This is impossible to measure directly Indirect measure of loyalty is propensity to switch Indirect measure of profit is revenue (even better is contribution margin)
20©2000 Decision Analyst, Inc. Propensity to Switch Proxy measures (LD Service switching) Awareness of alternatives Competitive intensity
21©2000 Decision Analyst, Inc. Revenue Projection Pull a reasonable price out of the air Price it at the same price as everyone else Price it to deliver certain returns Or, price it based on the consumer willingness to pay
22©2000 Decision Analyst, Inc. Price Elasticity A methodology for gauging price What would be a reasonable price… What would be the highest price… What would be the lowest price, without worrying about the quality… If this was available at a price of $x.xx, how interested would you be in buying…
23©2000 Decision Analyst, Inc. Simplifying the Research Stage Dont get too caught up in industry subscription numbers Understand key assumptions of your business model and test them Stay close to the customer and their (fickle) needs Stay current
24©2000 Decision Analyst, Inc. Session Speaker
25©2000 Decision Analyst, Inc. Company Summary Decision Analyst, Inc. is a leading national marketing research firm, serving a number of major U.S. corporations and advertising agencies. The firm is a recipient of the Advertising Research Foundations David Ogilvy Award for marketing research excellence, the top honor bestowed in the field of marketing research. The name, Decision Analyst, reflects the company's decision-oriented, analytical corporate philosophy. Decision Analyst, Inc. is a vertically integrated, full-service marketing research firm. Through its National Survey Center (with 65 interviewing positions presently), its National Field Department, and its American Consumer Opinion Online panel with over 1,600,000 members, and large mail-survey systems, the firm conducts national studies on an array of topics, spanning industries from packaged goods to high technology. The firm places great value on hard work, meeting deadlines, and staying within budgets. The focus of Decision Analysts energy is decision-oriented, action-oriented marketing research. Research must lead to decisions, to actions, to results. The education and training of our staff reinforce this decision-analytical emphasis. Decision Analyst, Inc. seeks the synergy inherent in combining qualitative and quantitative research techniques, as required by the objectives of each research project. Decision Analyst, Inc. is a corporation chartered in the State of Texas in The company is totally owned by employees, and most employees own stock in the company. Decision Analyst, Inc. is an active member of the Council of American Survey Research Organizations (CASRO) and subscribes fully to the Code of Quality Standards for Survey Research specified by CASRO. Also, Decision Analyst, Inc. fully subscribes to and supports the survey research quality standards set forth by the Advertising Research Foundation, the American Marketing Association, the Marketing Research Association, and ESOMAR (the European Society for Opinion and Marketing Research).
26©2000 Decision Analyst, Inc. Questions and Discussion Decision Analyst, Inc. 604 Avenue H East Arlington, TX ANALYST Michael Richarme
9.1 Chapter 9 Using Telephone and Cable Networks for Data Transmission Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction.
Fiber Optic Association & VDV Academy © FTTH/FTTP/FTTC/FTTx Current Status of Fiber To The User Created By Jim Hayes, VDV Academy For The Fiber Optic.
Strategic Research ■ Analytics ■ Modeling ■ Optimization North American Economic Trends Conducted Via American Consumer Opinion® Online:
Joint ITU/ECA Regional Workshop on Information and Communication Technologies (ICT) Indicators Gaborone, Botswana October 2004
25 seconds left….. 24 seconds left….. 23 seconds left…..
Jeopardy Topic 1Topic Q 1Q 6Q 11Q 16Q 21 Q 2Q 7Q 12Q 17Q 22 Q 3Q 8Q 13Q 18Q 23 Q 4Q 9Q 14Q 19Q 24 Q 5Q 10Q 15Q 20Q 25 Final Jeopardy.
OHT 5.1 © Marketing Insights Limited 2004 Chapter 5 E-business Strategy.
You have been given a mission and a code. Use the code to complete the mission and you will save the world from obliteration…
1 1084_06F9_c3 © 1999, Cisco Systems, Inc. The Current State Of Telecommunications Dan Barker TNT Consulting Group.
Strategic Research ■ Analytics ■ Modeling ■ Optimization European Economic Trends Conducted Via American Consumer Opinion® Panel:
1 Chapter 12 Long-Distance and Local Loop Digital Connection Technologies.
1 Chapter 1: roadmap 1.1 What is the Internet? 1.2 Network edge end systems, access networks, links 1.3 Network core circuit switching, packet switching,
Ch 5 -1 Chapter 5 Strategies in Action Strategic Management: Concepts & Cases 13 th Edition Fred David.
1 Marginal Analysis A Key to Economic Analysis. 2 Marginal Analysis Marginal analysis is used to assist people in allocating their scarce resources to.
1-1 HANSEN & MOWEN Cost Management ACCOUNTING AND CONTROL.
1Abacast - Confidential1 Hybrid Content Delivery Network (CDN) Technologies and Services.
1 12 Implementing Strategy in Companies That Compete in a Single Industry.
© 2008 The McGraw-Hill Companies, Inc. All rights reserved 6 - 2ChapterChapter McGraw-Hill/Irwin Organizational Structure and Communication 6.
Using Telephone and Cable Networks for Data Transmission Semester: 131 Course: CSET 221 Computer Networking Instructor: Farhan Khan Computer Science &
International Telecommunication Union Committed to Connecting the World Global and Regional Broadband trends Workshop on Regulatory policies on universal.
Operations Management For Competitive Advantage © The McGraw-Hill Companies, Inc., 2001 C HASE A QUILANO J ACOBS ninth edition 1 Strategic Capacity Management.
Purple Market Research at INSIGHT 2006 November 2006 OLD MEETS NEW : using the Delphi Method to research the latest technology.
1 Auto Club Group ACG Direct Mail Program September 21, 2009.
Using Telephone and Cable Networks for Data Transmissions : Data Communication and Computer Networks Asst. Prof. Chaiporn Jaikaeo, Ph.D.
Cost-Volume-Profit Relationships Chapter LEARNING OBJECTIVES 1.Explain how changes in activity affect contribution margin. 2.Compute the contribution.
1 Understanding Multiyear Estimates from the American Community Survey.
ABC Technology Project Mrs. Kiddle. ABCs of Technology Word 1 Word 2 Word 3 Word 4 Word 5 Word 6 Word 7 Word 8 Word 9 Word 19 Word 20 Word 21 Word 22.
We will resume in: 25 Minutes We will resume in: 24 Minutes.
1 Chapter 2 Strategic Planning and the Marketing Process.
Online Trade shows Magazines Research (NASDAQ-GS: GSOL) Global Sources’ 2009Importer Survey.
Chapter pricing concepts for establishing value thirteen Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
1 The Metro Ethernet Forum Helping Define the Next Generation of Service and Transport Standards Ron Young Chairman of the Board
The 2002 National Technology Readiness Survey: Technology Readiness and Key Trends Presented to: Center for eService Partnership Forum February 28, 2003.
Equal or Not
BT Wholesale October Creating your own telephone network WHOLESALE CALLS LINE ASSOCIATED.
Fundamentals of Cost Analysis for Decision Making Chapter 4 Acc
The University of Texas at El Paso Building a National Reputation By Successfully Serving its Region The University of Texas at El Paso Building a National.
Chapter 2- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build.
Chapter foundations of Chapter M A R K E T I N G Marketing Strategy and the Marketing Plan 5.
Chapter 5 Test Review Sections 5-1 through 5-4. Simplify each expression. 1)2) 3)4) 5) 6)
Chador Wangdi Page 1of15. Analog (up to 56k/ dial up access) Using a modem connected to your PC, users connect to the internet when the computer dials.
Computer Concepts – Illustrated 8 th edition Unit E: Networks and Connecting to the Internet.
Chapter 10 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Ten Pricing: Understanding and Capturing Customer Value.
Residential Broadband Group A John Chuang Tushar Dani Ilin Tsai Ilya Bagrak Alexandra Fedyukova.
© Paul Burns, Entrepreneurship and Small Business, Palgrave, 2001 Chapter 5 Start-up: making it happen Entrepreneurship and Small Business Paul Burns Back.
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Target Costing and Cost Analysis for Pricing Decisions Chapter.
© 2017 SlidePlayer.com Inc. All rights reserved.