Product Management and Marketing
Presented by
David Guggenheim,
VP PMM
Agenda
• Market Analysis and Projections
• PMM Product Role
• PMM Marketing Role
Market Analysis and Projections
A Changing Market
• Little or no product differentiation
– Gartner, Frost, Yankee, Operators
• All vendors have good refer...
Positioning for Prosperity
Summary by Vendor Type
Type of
Vendor
Total
Revenues
Hardware Systems
Integration
Out-
sourcing
Packaged
Software
ISVs $11...
Application Spending Mix by Operator
Application New
Carrier
Medium
Carrier
Large
Carrier
Broadband Larger
Wireless
Billin...
Declining Expenditures per Sub
Addressable
Revenue
New
Carrier
Medium
Carrier
Large
Carrier
Broad
band
Larger
Wireless
200...
Worldwide OSS/BSS
ISV Spending
0
5,000
10,000
15,000
20,000
25,000
2002 2004 2006 2008
Calendar Year
$USD millions
Wirelin...
North America OSS/BSS
ISV Spending
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2002 2004 2006 2008
Calendar Year
$USD millio...
Europe / Africa OSS/BSS
ISV Spending
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2002 2004 2006 2008
Calendar Year
$...
Asia + Middle East OSS/BSS
ISV Spending
0
2,000
4,000
6,000
8,000
10,000
12,000
2002 2004 2006 2008
Calendar Year
$USD mil...
Latin America OSS/BSS
ISV Spending
0
500
1,000
1,500
2,000
2,500
2002 2004 2006 2008
Calendar Year
$USD millions
Wireline
...
Wireless Requirements
• Convergent Mediation/Activation
• Real-Time Billing
• Pre/Post/Now/Pay Convergence
• E-Commerce Tr...
PMM Product Role
Activities
• Staffing and Retention
• Product Marketing Plans
– Convergent Mediation
• Revenue Assurance Differentiator
– ...
PMM Marketing Role
Activities
• Staffing and Consultants
• Positioning
• Messages
• Direct Response
• Public Relations
• Events
• Collateral
Time for Questions
Upcoming SlideShare
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PMM Board Presentation

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Product Marketing and Management Board of Directors presentation (nonconfidential, out-of-date)

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  • New Carrier = 100,000
    Medium = 1 million
    Large = 10 million
  • New Carrier = 100,000
    Medium = 1 million
    Large = 10 million
  • PMM Board Presentation

    1. 1. Product Management and Marketing Presented by David Guggenheim, VP PMM
    2. 2. Agenda • Market Analysis and Projections • PMM Product Role • PMM Marketing Role
    3. 3. Market Analysis and Projections
    4. 4. A Changing Market • Little or no product differentiation – Gartner, Frost, Yankee, Operators • All vendors have good references • All vendors have rapid installs • Purchasing decision factors – Total price – Company stability – Penalties
    5. 5. Positioning for Prosperity
    6. 6. Summary by Vendor Type Type of Vendor Total Revenues Hardware Systems Integration Out- sourcing Packaged Software ISVs $11,945 $207 $4,679 $1,411 $5,649 SIs 17,526 1,446 8,046 6,363 1,671 IHVs 14,902 4,182 5,975 1,261 3,484 TOTALS $44,373 $5,835 $18,700 $9,035 $10,804 ($ USD Millions)
    7. 7. Application Spending Mix by Operator Application New Carrier Medium Carrier Large Carrier Broadband Larger Wireless Billing 26% 21% 24% 22% 27% Customer Care 17% 14% 11% 15% 13% Order Entry 12% 15% 11% 17% 12% Network Management 20% 22% 21% 20% 20% Service Management 11% 11% 16% 14% 9% Workforce 3% 3% 1% 1% 1% Mediation 2% 6% 8% 5% 4% Anti-Fraud 5% 4% 5% 4% 11% Interconnect 5% 3% 1% 3% 3% SFA 0% 1% 2% 1% 1% Addressable 67% 65% 8% 70% 4%
    8. 8. Declining Expenditures per Sub Addressable Revenue New Carrier Medium Carrier Large Carrier Broad band Larger Wireless 2001-2002 $24.12 - $30.15 $13.83 - $15.55 $1.11 - $1.32 $10.23 - $12.80 $0.54 - $0.63 2002-2003 $15.91 - $19.90 $9.12 - $10.26 $0.73 - $0.87 $6.75 - $8.45 $.036 - $0.42 2003-2004 - 5% - 5% - 5% - 5% - 5% 2004-2005 - 5% - 5% - 5% - 5% - 5%
    9. 9. Worldwide OSS/BSS ISV Spending 0 5,000 10,000 15,000 20,000 25,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
    10. 10. North America OSS/BSS ISV Spending 0 500 1,000 1,500 2,000 2,500 3,000 3,500 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
    11. 11. Europe / Africa OSS/BSS ISV Spending 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
    12. 12. Asia + Middle East OSS/BSS ISV Spending 0 2,000 4,000 6,000 8,000 10,000 12,000 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
    13. 13. Latin America OSS/BSS ISV Spending 0 500 1,000 1,500 2,000 2,500 2002 2004 2006 2008 Calendar Year $USD millions Wireline Wireless Broadband
    14. 14. Wireless Requirements • Convergent Mediation/Activation • Real-Time Billing • Pre/Post/Now/Pay Convergence • E-Commerce Transactions • Mobile Data QoS • Service Bureau Option
    15. 15. PMM Product Role
    16. 16. Activities • Staffing and Retention • Product Marketing Plans – Convergent Mediation • Revenue Assurance Differentiator – PrePostPay Convergence – Unicorn 6.0 • Feature Enhancements – Business Processes – Functionality – Performance
    17. 17. PMM Marketing Role
    18. 18. Activities • Staffing and Consultants • Positioning • Messages • Direct Response • Public Relations • Events • Collateral
    19. 19. Time for Questions
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