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Where Large Telecom Providers are Headed — How IT Vendors can Capture Opportunity Insights from TBR’s Telecom SourceIT Report

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The TBR Software research team invites you to view a previously invitation-only webinar that aired on on Thursday, July 25, 2013, for a deep dive into vendor opportunity in the telecom vertical as …

The TBR Software research team invites you to view a previously invitation-only webinar that aired on on Thursday, July 25, 2013, for a deep dive into vendor opportunity in the telecom vertical as reported in TBR’s Telecom SourceIT Report.

Software Practice Director Stuart Williams shared his perspective on the report’s results and provided insight into market performance and how vendors can capture opportunity in the telecom vertical.

Questions for discussion included:

•How will end users invest in technology solutions in the telecom vertical?
•What solutions should providers focus on to maximize opportunities for revenue growth?
•What are the key drivers and characteristics vendors should understand and adopt to drive sales?

For more information contact us at marketing@tbri.com

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  • 1. TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. Where Telecom and Service Provider Firms Are Headed How IT vendors can capture opportunity Technology Business Research Webinar Series July 25, 2013 TBR SourceIT℠ Reports
  • 2. TBR 2 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Where Telecom and Service Provider Firms Are Headed Stuart Williams Director, TBR’s Software and Cloud Practice stuart.williams@tbri.com @s2_williams
  • 3. TBR 3 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. The pace and extent of change across customers, technology and business models challenge telecom and service providers to adapt 3 “Being a telecom company, we face challenges that stem from technology trends as well as customer demands. We are facing tremendous challenges improving profit margins, high customer demands, tough competition, customer experience, falling ARPUs and demand for new services and bundles.” — IT Manager Changing Customer Dynamics Changing Technology Changing Business Models Where Telecom and Service Provider Firms Are Headed $12.6 billion new services in 2014 vendor addressable IT spend
  • 4. TBR 4 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Cloud migration is driving a new category of spending among telecom vendors, even as service providers enter to capture market share By necessity, telecom and service providers are investing to enter, scale and stay ahead of market evolution. Both groups see professional services as the key to rapid evolution of offerings and business process capability. As businesses and consumers shift workloads and interactions to cloud, telecom providers shift their businesses and agile service providers look to gain scale. Two competing communities require different IT vendor sales messages and tactics. Emphasize the ability to scale to service providers. For telecom providers, communicate adaptation. Where Telecom and Service Provider Firms Are Headed
  • 5. TBR 5 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Telecom and service providers are challenged with adaptation and aggressive transformation to meet market demand Where Telecom and Service Provider Firms Are Headed “There are lots of goals, but the bottom line is … making the business and the company as profitable as possible by bringing the services that customers need and in the way they want in a limited time. The main focus of the company is to meet customer demands as soon as possible with the best possible technology. We have to integrate, manage and optimize systems for more instrumented operations, collecting data from assets, devices, networks, servers and applications.” — Business Process Director, Telecom Service Provider, Large Enterprise, N. America
  • 6. TBR 6 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. TBR’s SourceIT research identifies a $17.2B non-network IT opportunity in North America among large telecom players and service providers SourceIT Large N. America Telecom and Service Provider Research Demographics and 2014 IT Spending Service provider and small telecom firms with 500 to 9,999 employees Telecom firms with 10,000+ employees Primary focus of SourceIT Telecom and Service Providers report is non-network IT investment used to establish cloud businesses $6.9B IT spend $10.3B IT spend for new cloud business Network $40B* in 2014 Network Capex *Additional Network Spend Analysis in TBR’s Telecom Infrastructure Spending Report New Business IT Spending Opportunity Emerging vendor opportunity as investments in cloud and professional services enable scalability Where Telecom and Service Provider Firms Are Headed Business Distribution
  • 7. TBR 7 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Shifting business models and increased network traffic drive telecom and service providers’ investments in IT Business Summary What Respondents Reported Where Telecom and Service Provider Firms Are Headed • Network shifts from primarily voice to voice and data • Reduced ARPU as a result of declining voice usage • Pressure from competition and customers to maintain network uptime External forces: • Telecom and service providers are increasing investments in network management and automation tools to enable scalability and improve internal operations. • Telecom and service providers view investments in solutions such as testing, network management and SDN as a means of scaling operations to expand addressable markets and drive top-line growth. • These investments enable operational improvements that increase margins as revenue growth is hindered by factors such as declining ARPU. How telecom and service providers react: What telecom and service providers see: • Increased complexity in managing and maintaining network uptime • Balancing maintenance of 2G/3G networks with deploying next-generation (4G) networks • Increased pressure from customers for value-added services “We are facing tremendous challenges improving profit margins, high customer demands, tough competition, customer experience, falling ARPUs and demand for new services and bundles. As a result, we have to do fast-paced innovation, improve and implement next-generation wireless technology (LTE/WiMAX) and improve our converged networks and other offerings.” — IT Manager, Telecom Service Provider, Large Enterprise, N. America
  • 8. TBR 8 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Business Applications, 23% Industry Applications, 19% Productivity, 14% BI/Analytics, 16% Database and Middleware, 14% Systems Management, 13% Overall IT Project Prioritites, by Workload Category (Total Mentioned %) SOURCE: TBR LARGE N. AMERICAN TSP SOURCEIT STUDY; N = 198 Applications budgets remain flat, but they are critically important to enable internal flexibility and external competitiveness Where Telecom and Service Provider Firms Are Headed SOURCE: TBR N. AMERICA, LARGE ENTERPRISE TELECOM AND SERVICE PROVIDERS REPORT, SUMMER 2013 Respondents: Workload Priorities for Discretionary IT Spending Though applications budgets remain flat, investments in industry, business and productivity applications are crucial for telecom and service providers to enable internal agility and remain competitive. “We have a larger portion of the budget allocated to IT discretionary spending. Since there is a continuous evolution of the market space and the technology, what’s new and fresh today gets old in a couple of months; we can’t just set up specific long-term goals for the company and then wait. We will have to think spontaneously, continuously and immediately so that we stay competitive in the marketplace.” — Project Manager, Telecom Service Provider, Large Enterprise, N. America
  • 9. TBR 9 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. 4% cc 96% Though a few telecom providers compose the majority of IT spend, vendors should also target the growing budgets of service providers Planned 2014 IT Budgets Where Telecom and Service Provider Firms Are Headed $542M 0.5% $2.7M $15.5M 4.0% $620K Firms with 10,000+ employees Firms with 500 to 9,999 employees Average 2014 YTY Increase Average 2014 Total IT budget Average 2014 IT Budget: $15.7M Percentage of 465 firms in segment Total IT budgets include: • Business Applications • Industry Applications • Productivity Applications • BI and Analytics • Database and Middleware • Systems Management • IT Infrastructure • IT Professional Services • IT Overhead and Personnel A few firms, large budgets, growing slowly Many smaller firms, smaller budgets, growing quickly SOURCE: TBR N. AMERICA, LARGE ENTERPRISE TELECOM AND SERVICE PROVIDERS REPORT, SUMMER 2013
  • 10. TBR 10 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Cloud migration is driving a new category of spending among telecom vendors, even as service providers enter to capture market share By necessity, telecom and service providers are investing to enter, scale and stay ahead of market evolution. Both groups see professional services as the key to rapid evolution of offerings and business process capability. As businesses and consumers shift workloads and interactions to clouds, telecom providers shift their businesses and agile service providers look to gain scale. Two competing communities require different IT vendor sales messages and tactics. Emphasize the ability to scale to service providers. For telecom providers, communicate adaptation. Where Telecom and Service Provider Firms Are Headed
  • 11. TBR 11 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Internal business process improvements are key to helping telecom and service providers monetize cloud delivery investments Where Telecom and Service Provider Firms Are Headed 2014 TBR SourceIT Large N. American Telecom and Service Providers Model — IT Spending and Key Priorities What vendors need to know: 1. Telecom and service providers are investing in response to pressure from competitors and shifting consumption by end users. 2. Key criteria for telecom and service providers’ IT purchases are scalability and internal business process improvement. 3. Maintaining networks while readying for next- generation networks are top concerns for telecom and service providers. Optimize IT: • PC Operating Systems • Collaboration and Conferencing • Business Process Management • Email and Messaging Key Priorities: • OSS/BSS • Testing • Network Function Virtualization (SDN) • Load Balancing, Network Management, Adminis tration Total IT Spend: $17.2 billion Vendor Addressable Spend: 73.3%, $12.6 billion Personnel and Overhead: 26.7%, $4.6 billion
  • 12. TBR 12 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Business Applications, $1.5 billion Industry Applications, $1.3 billion Productivity Applications, $0.9 billion BI/Analytics, $0.3 billion Database and Middleware, $1.3 billionSystems Management, $0.9 billion Infrastructure, $2 billion Professional Services, $4.4 billion TSP Organizations: IT Spending in 2014 SOURCE: TBR Large N. American TSP SourceIT Study; N = 198. 12% 11% 7% 2% 10% 7%16% 35% SOURCE: TBR LARGE N. AMERICAN TSP SOURCEIT STUDY; N = 198 Telecom and service providers are relying on professional services firms to help guide and implement necessary business changes 2014 Vendor Addressable Opportunity Breakdown Where Telecom and Service Provider Firms Are Headed Discretionary Spend in 2014 is $5.1 billion Fixed Spend in 2014 is $7.5 billionVendor Addressable Opportunity is $12.6 billion Workloads Fixed IT Spending in 2014 Business Applications $0.9 billion Industry Applications $0.7 billion Productivity Applications $0.5 billion BI/Analytics $0.2 billion Database and Middleware $0.8 billion Systems Management $0.5 billion Infrastructure $1.1 billion Professional Services $2.8 billion Workloads Discretionary IT Spending in 2014 Business Applications $0.6 billion Industry Applications $0.6 billion Productivity Applications $0.4 billion BI/Analytics $0.1 billion Database and Middleware $0.5 billion Systems Management $0.3 billion Infrastructure $0.9 billion Professional Services $1.6 billion -0.3% YTY -0.8% YTY 2.6% YTY 2% YTY 2.8% YTY 5.6% YTY 2.7% YTY 3.4% YTY “Since we are looking at big-scale projects, it will not be possible for only the company staff to manage and maintain the complete project. We would like to complete the entire life cycle of the project as early as possible, which can only be done with the support and professional services provided by the vendors.” — Project Manager, Telecom Service Provider, N. America
  • 13. TBR 13 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Respondents: 2013–2014 Bridge: IT Spending Growth by Category Investments in infrastructure upgrades and professional services will experience the largest increases in IT spending in 2014 Where Telecom and Service Provider Firms Are Headed SOURCE: TBR N. AMERICA, LARGE ENTERPRISE TELECOM AND SERVICE PROVIDERS REPORT, SUMMER 2013
  • 14. TBR 14 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. For new cloud businesses, mainstream vendors in the IT and networking spaces are best positioned to win telecom and service provider projects Respondents: Hotspots and Top-of-mind Vendors Top Targeted Workloads: Broadly Driven Largest Budgeted Workloads: Driven by IT Area Average 2013 Project Budget Top-of-mind Vendors Area Average 2013 Project Budget Top-of-mind Vendors Operational Support Software /Business Support Software $773,000 Cisco, IBM, Oracle PC Operating Systems $2,376,000 Microsoft, Apple, Oracle Testing $441,000 Cisco, Oracle, EMC, Microsoft Collaboration and Conferencing $2,267,000 Microsoft, Apple, Citrix Load Balancing, Network Management, Administration $1,461,000 Cisco, Microsoft, Oracle Business Process Management $2,004,000 IBM, Oracle, Adobe Network Function Virtualization /SDNs $734,000 Alcatel- Lucent, Huawei, HP, Oracle Email and Messaging $1,848,000 Microsoft, Oracle, Xerox Where Telecom and Service Provider Firms Are Headed Top Priority Workloads Largest Core IT Workloads
  • 15. TBR 15 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Cloud migration is driving a new category of spending among telecom vendors, even as service providers enter to capture market share By necessity, telecom and service providers are investing to enter, scale and stay ahead of market evolution. Both groups see professional services as the key to rapid evolution of offerings and business process capability. As businesses and consumers shift workloads and interactions to clouds, telecom providers shift their businesses and agile service providers look to gain scale. Two competing communities require different IT vendor sales messages and tactics. Emphasize the ability to scale to service providers. For telecom providers, communicate adaptation. Where Telecom and Service Provider Firms Are Headed
  • 16. TBR 16 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. IT vendor opportunity is tied to reducing complexity and increasing value-add services as telecom and service providers build cloud business Respondents: IT Spending Transitions Where Telecom and Service Provider Firms Are Headed Investment Drivers: Increasing Investments in: • IT professional services and personnel • Infrastructure and network management solutions • Value-added services • Shifting consumption from voice to data • Declining wireline business • Pressure from competitors and consumers for consistent network uptime 2.6% YTY vendor addressable market growth -$ +$ “The fundamental problem faced by telecom organizations worldwide is that IT complexity is increasing faster than IT budgets.” — IT Manager, Telecom Service Provider, Large Enterprise, N. America
  • 17. TBR 17 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Respondents: IT Budgets by Customer Character Centralization of IT Spending Where Telecom and Service Provider Firms Are Headed Vendors should target aggressive, Empowered purchasers that represent the largest share of the segment and have the largest average IT budgets Average ’13 IT Spend: $13 million The majority of large telecom and service providers are aggressive adopters of technology and are decentralized in IT purchasing and spending. 6% 73% 20% 1% Aggressive Highly Centralized with IT ITAdoptionAggressiveness Highly Distributed Across IT and LOBs LateAdopter Structured Go-getters Laissez-faireBureaucrats Empowered Average 2013 IT Spend: $16.6 million Average 2013 IT Spend: $10.5 million Average 2013 IT Spend: $17.2 million Average 2013 IT Spend: $8.1 million Distribution of Respondents by Character Empowered Telecom and Service Providers include companies that are highly aggressive adopters and highly distributed in IT spending. Structured Go-getters include companies that are highly aggressive adopters and have a highly centralized approach for IT spending. Laissez-faire Telecom and Service Providers are late adopters of technology, and their IT spending is highly distributed. Bureaucrats include companies that are late adopters and have a highly centralized IT spending approach.
  • 18. TBR 18 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Evolutionary Operational Path to Purchasing: Key Decision Makers While department-level employees influence IT decisions, evolutionary investments are generally handled from the top down Where Telecom and Service Provider Firms Are Headed Purchasing Scenarios Buying Criteria Purchase PlansKey Decision Makers Top-of-mind Vendors Key Decision Makers CIO, CTO CEO, CFO (and finance department) IT department heads and line IT employees LOB managers and LOB employees Final Decision Operational IT decisions are generally made at the lower levels, while evolutionary decisions (e.g., SDN, network function virtualization) are generally made from the top down. “The [decision-making] responsibilities depend on the type of projects that are being handled or carried out. If the project is very big, then all the directors are involved; their input is taken, and the CIO makes the decision. If the scale of the project is small, then IT department drafts the project and present it to the CIO; after his approval, it goes to the finance department, which is responsible for releasing the budget.” — IT Manager, Telecom Service Provider, Large Enterprise, N. America
  • 19. TBR 19 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Cloud migration is driving a new category of spending among telecom vendors, even as service providers enter to capture market share By necessity, telecom and service providers are investing to enter, scale and stay ahead of market evolution. Both groups see professional services as the key to rapid evolution of offerings and business process capability. As businesses and consumers shift workloads and interactions to clouds, telecom providers shift their businesses and agile service providers look to gain scale. Two competing communities require different IT vendor sales messages and tactics. Emphasize the ability to scale to service providers. For telecom providers, communicate adaptation. Where Telecom and Service Provider Firms Are Headed
  • 20. TBR 20 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Improve go-to-market returns by understanding a segment’s opportunity and the unique needs of buyers CY13 TBR SourceIT℠ Report Overview SourceIT℠ Reports
  • 21. TBR 21 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. SourceITSM reports are opportunity playbooks on customer segments that help clients improve go-to-market returns TBR SourceITSM Reports SourceIT is a syndicated report program, offering clients the benefit of deep primary research at a fraction of the price of custom research. SourceIT reports use a structured and repeatable research and report framework that enables client organizations to easily consume, compare and leverage the insights across multiple customer segments. Enable faster and more efficient go to market by understanding a segment’s sourcing and investment decisions. Compare segments across multiple industries Understand opportunity by following the money Leverage a syndicated program
  • 22. TBR 22 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. SOURCE: TBR N. AMERICA, LARGE ENTERPRISE TELECOM AND SERVICE PROVIDERS REPORT, SUMMER 2013 TBR’s SourceITSM reports enable clients to more effectively capture business across specific customer segments 1. Understand and capture opportunity by comprehending buyer behavior in specific segments. 2. Improve GTM effectiveness by improving sales and marketing investment effectiveness. 3. Improve positioning by effectively targeting customer needs and managing competition. SourceIT℠ Report Value Identify opportunities Understand key business and IT strategy opportunity drivers. Capture sourcing and budgeting opportunities across the stack. Target decision makers Understand purchasing scenarios. Target key decision makers. Improve positioning See your position in a competitive landscape. Manage positioning; relationships versus opportunity SourceIT Reports help vendors better capture opportunity with their large enterprise buyers Available Now: • Retail • Banking and Financial Services • Public Sector • Telecom and Service Providers • Healthcare Payers and Providers Publishing 2H13: • Manufacturing • Energy and Utilities • Transport and Logistics TBR SourceITSM Reports
  • 23. TBR 23 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. TOC from TBR’s SourceIT℠ Telecom and Service Providers Report 3 SourceIT Methodology and Coverage 9 Executive Summary • Opportunity • Telecom Organizational Behavior • Vendor Selection 17 Market Opportunity • Total Market Opportunity • Average IT Budgets in 2013 • Fixed Spending Priorities 25 Discretionary Spending Across Workloads • Workload Priorities • Opportunity by Workloads 51 Telecom IT Purchasing Behavior • Investment Drivers • Paths to Purchasing for Key Priorities 67 Key Workload Case Studies • Operational Support Software/Business Support Software • Testing • Load Balancing, Network Management, Administration • Network Function Virtualization • Opportunity Mapping 88 Competitive Landscape • Landscape for Fixed Spend 91 Appendix 100 About TBR TBR SourceITSM Reports
  • 24. TBR 24 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. The 198 organizations in this report are large telecom and service providers operating in the U.S. and Canada SourceIT Large N. America Telecom and Service Provider Research Demographics and 2013 IT Spending Business Size Definitions (Qualifications for Study) Number of Full-time Employees Revenue Total Annual IT Budget >950 Employees (Telecom/Cable) >500 Employees (all other segments) >$75 million >$1 million Telecom and Cable (does not include network budget) Number of Employees Average IT Budget 1,000–9,999 $12.8 million 10,000+ $19.5 million Mobile Operators Number of Employees Average IT Budget 1,000–9,999 $7.3 million 10,000+ $36.9 million Telecom and Cable, 45% Mobile Operators, 13% Internet Service Provider, 11% Hosting Service Provider, 2% Cloud Service or Data Center Provider, 5% Managed Service Provider, 10% IT Hosting & Outsourcing, 7% Computing Hardware and Software Sales, 6% Other, 2% Respondent by TSP Organization Type SOURCE: TBR LARGE N. AMERICAN TSP SOURCEIT STUDY; N = 198 TBR TBR SourceITSM Reports
  • 25. TBR 25 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc.25 Stuart Williams Director, TBR’s Software and Cloud Practice stuart.williams@tbri.com @s2_williams Where Public Sector Agencies Are Headed Questions?
  • 26. TBR 26 TBR Webinar Series — SourceITSM | 7.25.13 | www.tbri.com ©2013 Technology Business Research Inc. Where Public Sector Agencies Are Headed Technology Business Research, Inc. Twitter: @TBRInc SlideShare: www.slideshare.net/tbr_market_insight YouTube: www.youtube.com/user/TBRIChannel LinkedIn: www.linkedin.com/company/technology-business-research Recorded and Upcoming SourceIT Webinars 7/24 Where Public Sector Agencies are headed: How IT Vendors can capture opportunity 7/31 Where large Healthcare Payers and Providers are headed: How IT Vendors can capture opportunity 8/1 Where large Banking and Financial Services Institutions are headed: How IT Vendors can capture opportunity NMP Webinars 8/7 How Wireless North America operators are investing in LTE and small cells to remain relevant 8/15 Moving Beyond Connectivity: Insight into the enterprise business and strategies of leading multinational operators
  • 27. TBRT ECH N O LO G Y B U SIN ESS RESEARCH , IN C. About TBR Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and actionable market research and business intelligence in formats that are tailored to clients’ needs. Our analysts are available to further address client-specific issues or information needs on an inquiry or proprietary consulting basis. TBR has been empowering corporate decision makers since 1996. To learn how our analysts can address your unique business needs, please visit our website or contact us today. Contact Us 1.603.929.1166 info@tbri.com www.tbri.com 11 Merrill Drive Hampton, NH 03842 USA This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology Business Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected and supplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce.

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