Sample of product development managed by Michael DobleProblem:• The companys annual sales had plateaued at $6 million and their legacy microwave network management product markets were declining.Solution:• Create through my vision the industry’s first automated RNMS solution with the ability to monitor diagnose and correct problems independent of the NOC administrator using IP-base monitoring technologies• Personally developed a business plan and product requirement for a new type of Internet Appliance (SiteAppliance), growing our market segment from $100M to $1B.• Negotiated and personally guaranteed $3.2 million in financing to fund the development of the SiteAppliance.• After 3 years of development, field trials and successful negotiating of major purchase agreements, the SiteAppliance was released in 2000.• Within 5 years of the SiteAppliance release, the accumulated sales exceeded $100 million.
SiteAppliance MarketCellular3GCLECISPILECIEC $1 BillionRBOCCATV North America onlyUtilities Source: The Insight Group
Initial Target Markets & Customers $24 Million $8+ Million $4 - 50 Million $12 Million6000 units over 4 years 2000 units over 2 years 12000 units over 4 years 3000 units over 4 yearsShipments have begun Corporate field trial in May/01 ATP Shipments have begun First order in Q2/01 from L.A.Corporate-wide contract Arizona field trail successful Successful ATP trial, May/00 Pursuing headquartersCurrent customer Current customer New customer Current customer U.S. Military $22 Million $2.25 Million $1 - 2 Million $5 Million5000 units over 4 years 200 units over 2 years 200 - 400 units over 2 years 750 units over 3 yearsContacts established Corporate wide account Switch Traffic Monitoring $900K sold in 2000Pursuing field trial Passed lab evaluation First order in Dec/00 More orders in Nov/01Current customer Order in Q2/01 Current customer 18 Military Bases Vitelco $5 Million $1-3 Million $.8 Million $ 5.0 Million1000 units over 3 years European Distributor 50 units over 1-2 years 200 units over 2 yearsRequires Security Function Signed in Oct/00 $500K order in May/01 Field trial in Q2/01Sold 20 units to MediaOne Orders have begun Telephone company Colo applicationOmniRemote customer New distribution channel Current customer New customer
Competition comparison RBOC IXC SiteAppliance Applied Innovation ILEC DPS NEBS, protocols CLEC IMCI ISPWireless Motorola Router, T1 D&I ION ION F1000 Oracom Oracom Oracom Discrete IP Router Serial Serial Automation Email/ Alarms to Serial Alarms to Data Browser SNMP Cut-thru SNMP storage
Wireless - ApplicationsTCP/IP T1SNMP Generator DSX Battery Cellular Equipment Router Access Module OmniRemote Serial Alarm Module PORT ETHERNET LAMP POWERLAN LINK1 LINK 2 RESET 10BaseT 1 2 3 4 5 6 7 8 9 10 TEST RX TX READY RESET Ethernet Port Ethernet Fraud Port System Door Access UnitCard Swipe Technician Tower Light System laptop Antenna Monitor Door Cell Site
Complete Solution - 10 in 1 TCP/IPSiteAppliance
Product Road Map ASP Monitor, dispatch, QoS HP OpenView Plug-in S/W SiteApplianceTM OfficeApplianceTM for SP market for F1000 marketVPN Email Browser DSL RMON IP Probe Security VPN Stage 1 Stage 3 SP = Service Provider Stage 2 Stage 4 F1000 = Fortune 1000
Over 400 Customers StrongPrivate Networks Public Networks Portland GE Power Verizon Virginia Power NexTel Western Area Power Admin. Alltel Colorado Public Service Bell South Mobility (Cingular) America Electric Power West Citizens Communications PG&E Valley Telephone Coop AFNET Ben Lomand Telephone White Sands Missile Base Cross Telephone State of California Siskiyou Telephone Union Pacific Crown Communications Norfolk & Southern AT&T Broadband Yuma Proving Grounds US Unwired European Digital Backbone Intermedia Communications