Green Telecom - Marketing Trends
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Synopsis of Green marketing trends that we\\\'re seeing in the telecom equipment space - June 2009

Synopsis of Green marketing trends that we\\\'re seeing in the telecom equipment space - June 2009

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  • Define “legs” – aka green isn’t going anywhere. Europe is committed; oil uncertainty; Cisco is biggest U.S. supplier, and its committed
  • Anti: story about Venezuela

Green Telecom - Marketing Trends Presentation Transcript

  • 1. Sustainability in Telecom – Green Marketing Trends
    Jason Marcheck
    June 2, 2009
  • 2. Defining the Issue:How Companies Demonstrate Their Commitment to Green
    Corporate social responsibility
    Internal Efforts
    Partnerships
    Research Support
    Product offerings
    • Product design
    • 3. Power metrics
    • 4. TCO benefits
    Service Offerings
    • Network optimization
    • 5. Product life-cycle mgmt
  • Defining Green’s Relevance:Moving Beyond Sunshine and Happy Chirping Birds
    Insights lay at the extremes…
    Go Green or die choking on carbon amid rising ocean tides
    Print media is dead
    Dogs are better than cats
    The truth lies in the middle
    • Green’s a trend with “legs”
    • 6. Trends sell
    • 7. Trend = market opportunity
    • 8. Market opportunity = Money
    • 9. Money never goes out of style
  • Since it Matters… Who’s Doing What?Survey of Some Others
    ITU-T standard metric reporting
    Agreement that agreement is needed
    Beyond that – issue needs definition
    IxiaGreen
    Standardizes(?) energy consumption per Watt
    Verizon’s TEEER
    Internal benchmarking
    Being used by others
    BT’s Green Consulting
    Similar initiatives from Alcatel-Lucent and others
    And of course… the ubiquitous, “ICT can save the world…”
  • 10. What We Think Resonates
    POWER IS STILL KING!
    TCO ADVANTAGES OF GREEN
    LEVERAGING EXISTING MODELS
    QUANTIFYING INTERNAL INITIATIVES
    ATTEMPTS AT STANDARDIZATION
  • 11. Power Is Still King
    Product approach
    Operators shop for solutions, but they evaluate products
    Can target specific network pain points
    Claims easier to justify/validate
    Service approach
    Helps enhance value of a portfolio offering
    Makes connection to service revenue more tangible
    Demonstrates comprehensive commitment by vendor
  • 12. TCO Advantage of Being Green
    Demonstrates command of Green issue
    Power draw is paramount, but it still about more than that
    Gives vendor opportunity to address multiple angles
    Weapon to combat price competition
    Includes life-cycle management
    Shows how vendor manages its supply chain
    Marketing opportunity for professional services
    Enhances idea of supplier as comprehensive partner
  • 13. Leveraging Existing Models
    IxiaGreen – type products
    Carries credibility that test and measurement brings to the table
    Adaptable to multiple classes of equipment
    Don’t have to go it alone
    Verizon TEEER
    Credibility – big network, lots of equipment
    Public domain = well known
    Can be leveraged by non-VZ suppliers
    Make up your own!
  • 14. Quantifying Internal Initiatives
    How much travel did you save
    Translate to carbon footprint
    Translate to bottom line savings
    Demonstrates the Green ICT argument in action
    What are your carbon reduction benchmarks
    Shows deeper level of commitment; not just “lip service”
    Opportunity to highlight innovation; steps that are being taken
    Stakeholders are impressed by progress
  • 15. Attempts at Standardization
    Participation with ITU-T initiative(s)
    Influence in the process
    Head’s up on the process
    Plan to the benchmarks
    No surprises
    Work with Ixia’s of the world
    Demonstrates confidence in product performance
    Good PR opportunity
    Applies pressure to competitors
  • 16. What We Think Falls Shortaka “Greenwashing”
    The “ICT is the savior” routine is becoming overused
    We’ve heard nebulous arguments about travel reductions, teleconferences, etc.
    If you’re going to use it, make sure that there’s meat on the bone!
    Overhyping the altruism
    Sunshine and singing birds are great… but be honest, its all about the bottom line!
    Make sure Green marketing is framed in terms of good business sense
    Anti-Greenwashing
    Fine line between healthy skepticism and condescension
    Recognize the desire to be Green is real; address it accordingly
  • 17. What Might WorkWe haven’t seen much of, but would like to…
    Joint Marketing – Vendor and Operator
    Both eager to seem Green
    Helps end user make connection
    Good opportunity for service delivery approach
    Joint Marketing – Supplier and Supply Chain
    Details on TCO – proverbial “meat on the bone”
    Standards / 3rd Party Test Buy-in
    ITU’s actions seem to involve rather closed group
    Ixia seems to be shouting into the wind
    Both ideas need refining, but are probably worth the effort
  • 18. Conclusions
    Hype Aside, Green is Real and Worthwhile
    Obviously, it’s a topic to address comprehensively
    However, while altruism is noble, its value has limits
    Green needs to be a path towards Greenbacks!! (or Euros or Kroner…)
    As Hype Abates, Specifics Will Be Key
    Internal – How it helps your bottom line
    Will resonate with investors/employees
    External – How it helps operators bottom line
    Duh!
    Operators Will Want to Move beyond OpEx
    How Green can help create demand
    Helping end-users feel eco-conscious
    Where altruism meets the bottom line!
  • 19. Jason Marcheck - Bio
    Jason brings more than ten years of experience to Current Analysis clients as an economic, technology and marketing analyst in the telecommunications industry. As a senior analyst covering the Optical Infrastructure market, Jason focuses on tracking, analyzing and reporting on developments that primarily impact the metro, and long-haul optical infrastructure market. His areas of coverage include the companies, technologies and strategies related to the market for WDM-based access, switching, optical add/drop and PON products.
    In addition to his optical infrastructure coverage, Jason also writes on environmental sustainability issues pertaining to the telecommunications industry. He coordinates Current Analysis’ “Green” market coverage, and engages with the industry’s leading equipment vendors regarding their environmental sustainability initiatives.
    Prior to joining Current Analysis, Jason worked at the U.S. Securities and Exchange Commission in the Department of Economic Analysis. In addition, Jason served as a Senior Analyst for Pioneer Consulting where he was primarily responsible for covering core optical switching and DWDM-based long-haul transport networks, as well as developments in lambda switching technologies. Previous to that he was an Analyst with The Strategis Group where he covered optical networking infrastructure and broadband services.
    Throughout his career, Jason has been quoted in leading newspapers, and top telecommunications trade publications. He has often served as a featured speaker and panelist at optical networking trade shows, and has authored numerous columns and articles related to the topics that he covers. Jason holds an MBA from Johns Hopkins University and a BA in Political Science from the University of Pittsburgh.
  • 20. 15
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