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Convergence or Convenience Go-to-Market Implications Katrina Lowes VP, MarketBridge Jon Pelson Chief of Convergence Strategy BT plc #
www.market-bridge.com© 2007 MarketBridge Marketing Management Marketing Services Sales & Distribution Management Sales Services ConsultingExecution Sales Marketing Marketing Sciences 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 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 points The Economist, April 28, 2007
www.market-bridge.com© 2007 MarketBridge # 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
www.market-bridge.com© 2007 MarketBridge # Some Interesting Market Facts By 2010, machine to machine traffic over public networks is likely to exceed people to people traffic 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
www.market-bridge.com© 2007 MarketBridge # This Vision is Just Around the Corner Source : Economist May2007
www.market-bridge.com© 2007 MarketBridge # 80% We Found Them 75% We Found Them 20% They Found Us 25% They Found Us Decision Makers Influencers 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 employees 501 to 1000 Over 1000 employees 6.8 13.5 21.0 IT Purchase over $25k
www.market-bridge.com© 2007 MarketBridge 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
www.market-bridge.com© 2007 MarketBridge Hardware # Software Communications- Enabled Applications Exponential Bandwidth Hyperconnectivity Megatrends Driving Convergence Service Content
www.market-bridge.com© 2007 MarketBridge # 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. Hyperconnectivity …..
www.market-bridge.com© 2007 MarketBridge # Are you prepared for the Convergence battle? ….Of Course, There Are Other Definitions
www.market-bridge.com© 2007 MarketBridge # ….Or Our Personal Favorite
www.market-bridge.com© 2007 MarketBridge # ….Don't Believe Us About Schizophrenia ? ……there are no longer clearly defined boundaries, everything is connected I am a sales personI am a marketer Will work for food !! I am a sale-keter!
www.market-bridge.com© 2007 MarketBridge # ….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
www.market-bridge.com© 2007 MarketBridge # ….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)
www.market-bridge.com© 2007 MarketBridge # MARKETING SALES FINANCEPRODUCT SYSTEMS SERVICE APPLICATIONSDEVICES SOFTWAREHARDWARE vs Decision Table The Challenge Goes Beyond Technology
www.market-bridge.com© 2007 MarketBridge # MARKETING SALES FINANCEPRODUCT SYSTEMS SERVICE APPLICATIONSDEVICES SOFTWAREHARDWARE vs Decision Table So What are the Implications for Go-To-Market Strategy?
www.market-bridge.com© 2007 MarketBridge # 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 cant see both profiles XXXXXXXXXX XXXXXXXXXXX XXXXXXX XXXXXXXXXX XXXXXXXXX XXXXXXXX XXXXXXX XXXXXXXX
www.market-bridge.com© 2007 MarketBridge # Expectations are High The Challenge – Book Two Flights Online BA Internet Helpdesk Mumbai HSBC Telephone Banking UK Me Washington DC
www.market-bridge.com© 2007 MarketBridge # 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
www.market-bridge.com© 2007 MarketBridge # 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 The Challenges Going to Market
www.market-bridge.com© 2007 MarketBridge # MARKETING SALES FINANCEPRODUCT SYSTEM S SERVICE APPLICATIONSDEVICES SOFTWAREHARDWARE vs Decision Table Experience Matters Not about smaller, faster or more feature laden Its about ease, simplicity, experience
www.market-bridge.com© 2007 MarketBridge # Who Will Champion Experience? Why Not You?
www.market-bridge.com© 2007 MarketBridge Thank You Katrina Lowes Vice President MarketBridge email@example.com Tel +1 301 841 5952 # Jon Pelson Chief of Convergence Strategy BT plc Jon.firstname.lastname@example.org Tel +1 703 953-4984
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