Presentation is loading. Please wait.

Presentation is loading. Please wait.

Convergence or Convenience Go-to-Market Implications

Similar presentations


Presentation on theme: "Convergence or Convenience Go-to-Market Implications"— Presentation transcript:

1 Convergence or Convenience Go-to-Market Implications
Katrina Lowes VP, MarketBridge Jon Pelson Chief of Convergence Strategy BT plc ‹#›

2 About MarketBridge Consulting Execution Differentiating Principles
Go-to-market focus Integration of hybrid marketing & sales Strategy through market execution Analytic core competency Performance driven Sector Focus Technology Communications & Media Financial Services Life Sciences Other SMB Markets Global Scale Washington San Francisco London Toronto Philadelphia Marketing Management Marketing Services Marketing Marketing Sciences Sales & Distribution Management Sales Services Sales

3 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 points The Economist, April 28, 2007 ‹#›

4 Some Interesting Market Facts
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 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 ‹#›

5 Some Interesting Market Facts
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 points By 2010, machine to machine traffic over public networks is likely to exceed people to people traffic ‹#›

6 This Vision is Just Around the Corner
Source : Economist May2007 ‹#›

7 Changing Customer Behavior
Did the Tech buyer find the Vendor or Vice-versa ? # Participants in the Buying Process 20% They Found Us 25% They Found Us IT Purchase over $25k 21.0 13.5 80% We Found Them 75% We Found Them 6.8 Decision Makers Influencers 100 to 500 employees 501 to 1000 Over 1000 employees Sales Cycle Expansion ‹#›

8 So What Do You Think Convergence Means?
“Provide the average consumer with seamless, always-on multimedia communications across various delivery networks and end user devices” We asked the question ‘What does convergence mean to you?’ 80% of respondents said device, application or network Only 20% talked about ease of use for customers “Bringing together multiple solutions to provide an ease for the customer” crash.Feedback from pre-conference question to be added Why have we not seen the benefits of convergence? Human error Human delay in processes Lack of acceptance Lack of understanding Multiple log-in, passwords, devices “Convergence is initially going to be a car crash” ‹#›

9 Exponential Bandwidth Communications-Enabled Applications
Megatrends Driving Convergence Hyperconnectivity Content Hardware Software Service Exponential Bandwidth Communications-Enabled Applications ‹#›

10 Hyperconnectivity ….. 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-machine It 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. ‹#›

11 ….Of Course, There Are Other Definitions
The U.S. Army describes hyperconnectivity as a digitization of the battlefield where all military elements are connected Are you prepared for the Convergence battle? ‹#›

12 ….Or Our Personal Favorite
IN MEDICAL TERMS Hyperconnectivity is used to explain billions and billions of neurons creating excessive connections, within the brain associated with schizophrenia…. ‹#›

13 ….Don't Believe Us About Schizophrenia ?
“I am a sales person” “I am a marketer” Will work for food !! “I am a sale-keter!” ……there are no longer clearly defined boundaries, everything is connected ‹#›

14 ….Still Don't Believe Us About Schizophrenia? !
“I am a phone ” “I am a notebook” “I am a music player!” ……crossing the business and personal boundaries, with the single concern of staying connected ‹#›

15 ….One Last Attempt, Not Schizophrenia ?!?!
“I am a product” “I enable people who are not even in the same room to speak” (47) “I am a service” “I create executive productivity gains through data and knowledge sharing” (63) “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) Cost is directly related to the character length of the descriptor ! ‹#›

16 The Challenge Goes Beyond Technology
MARKETING TO Decision Table MARKETING PRODUCT FINANCE HyperConnectivity CUSTOMER BUSINESS SYSTEMS SERVICE Decision Table SALES SELLING TO HARDWARE vs SOFTWARE vs vs DEVICES vs APPLICATIONS TECHNOLOGY ‹#›

17 So What are the Implications for Go-To-Market Strategy?
MARKETING TO Decision Table MARKETING PRODUCT FINANCE Hyperconnectivity CUSTOMER BUSINESS SYSTEMS SERVICE Decision Table SALES SELLING TO HARDWARE vs SOFTWARE vs vs DEVICES vs APPLICATIONS TECHNOLOGY ‹#›

18 Personal Experience Matters
XXXXXXXXXX XXXXXXXXXXX XXXXXXX XXXXXXXXX XXXXXXXX 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 ‹#›

19 HSBC Telephone Banking
Expectations are High The Challenge – Book Two Flights Online Me Washington DC BA Internet Helpdesk Mumbai HSBC Telephone Banking UK ‹#›

20 The Challenges Inside Your Business
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 PRODUCT FINANCE BUSINESS SYSTEMS SERVICE SALES ‹#›

21 The Challenges Going to Market
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 MARKETING TO Decision Table CUSTOMER Decision Table SELLING TO ‹#›

22 Experience Matters Not about smaller, faster or more feature laden
End to End Experience BUSINESS CUSTOMER TECHNOLOGY MARKETING TO SELLING TO MARKETING SALES FINANCE PRODUCT SYSTEMS SERVICE APPLICATIONS DEVICES SOFTWARE HARDWARE vs Decision Table Not about smaller, faster or more feature laden It’s about ease, simplicity, experience ‹#›

23 Who Will Champion Experience?
Why Not You? ‹#›

24 Thank You Katrina Lowes Vice President MarketBridge
Tel Jon Pelson Chief of Convergence Strategy BT plc Tel ‹#›


Download ppt "Convergence or Convenience Go-to-Market Implications"

Similar presentations


Ads by Google