The document discusses developing personas and usage models to help target digital experience retailing solutions for customers in India. It profiles early adopter and early majority customer segments and identifies their interests, needs, and concerns related to using technology at home for entertainment, work, learning, and staying connected with family and friends. The personas and usage models are then mapped to potential consumer solutions involving content, devices, and services to address key moments of truth in the customer journey.

1. Digital Experience Retailing
1.0 Personas, Usage Models
Susheela , Jon Stine , Peshwa Acharya
2009
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 1

2. This is About Making the Connection.
They seek and buy for
reasons of
We stock
and sell
Lasting Memories
Enduring Relationships
SKU’s.
Family Togetherness
Excitement & Relaxation
This is about
making the
connection.
And making money
because of it.
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 2

3. 1 Personas and Usage Models
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 3

4. Reliance-Cisco: 1.0 Target Personas
The “Youth Brigade” The Senior Executive
• ≈ 1.27M HH’s across • ≈ 580K HH’s across India
India
• Very high concentration
Manish, 27 • Very high concentration
Ramesh, 46 in Delhi, Mumbai
MBA in six urban areas Anita, 44
University of Leeds, UK Anya, 13 • Median salary of $75K
• Median salary of $35K Saju, 9 (’06)
Software Development (’06);
Manager, Mobile Ph.D., Chemistry
Sony Ericsson • Spends 38% of income
Annual salary $35K • Spends 61% of income Research Director on discretionary items
on discretionary items Reliance Industries
Born-raised Delhi • Investing in children’s
Now in Pune • Four primary purchase Navi Mumbai future; strong commitment
interests: personal 3-bedroom home to family, extended family
1-bedroom luxury flat
communications, Her parents in Kolkata
Cricket, movies, gaming. electronic gadgets, luxury His sister in London • home interiors, home
watches, cars theatre, big screen TV
Parents want him to Festivals, family
“settle down,” but he’s in gatherings and
no hurry. holidays, children’s
education
Source: Zinnov, “Global Indians -- Growth Patterns and Consumption Behavior”, December 2007
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 4

5. Reliance-Cisco Strategic Initiative:
Usage Interests Bring SKU Clusters to Life
“My Home” Clusters
My children access the best
Family PC educational information
We stay together by sharing
digital memories with each other
Early morning I can keep watch over my
Home Office conference calls to
Cupertino
children even when I’m away
Grand Theft Auto
Gaming with the guys
Download the latest
Entertainment movies – big screen We watched the photos from the
wedding on the big screen TV!
showings and party!
Chasm
Early Adopters Early Majority:
Manish, 25 Ramesh, 45 and Anita, 43
Saju, 9 and Anya, 13
Sources: Zinnov, 2007; Cisco IBSG, 2009.
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 5

6. Today’s Influential Home Experiences
Entertainment Playing goes on-
moves to the line
home • Gaming gaining
• Pictures and videos popularity
tell a story • Social networking with
• Music in many friends across the
forms world
• Movies •
The new face of Learning in new
work ways
• Beyond formal work • Global knowledge
time and space bases
• Collaboration with • Sharing learning
colleagues • On-line courses
Source: Cisco IBSG April 2009
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 6

7. Reliance-Cisco Opportunity: the Digital
Transformation of Relationships, Learning
Staying in touch
with far-away family
and friends
On-line dating,
Facebook, My Space; on-line matrimonial sites
matrimonial sites
Today’s Homework:
Source: Cisco IBSG April 2009
Google, Wikipedia
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 7

8. Digital Experience & Usage: Operational Action Map
Target Experience Key Usage E2E Delivery
Personas Clusters Models
Nothing better than Grand
Theft Auto! Usage Value 1ST MOMENT A
Proposition OF TRUTH
STORE
I VPN into the corporate
system from home Demo: My Life, Is this the
Gaming My Content, In experience and the
I download and watch the my Home look I want or need?
Manish latest movies from around
the world!
Early Content 1ST MOMENT B
Adopter Transfer Svc OF TRUTH
STORE
Home Office Digital photos and video
on the big TV at home! Recipe Booklet
Experience value
Family sharing I want to store & organize Garanimals > anticipated
complexity?
Family connection the family memories Bundles
Family memories We love to share photos
and videos with all of our EZ Set-Up 2ND MOMENT
A
Entertainment family worldwide Delivery OF TRUTH
HOME
Ramesh Recipe Book
& Anita
Seeing my brother’s
family on the TV when we Will I be able to
talk to them Virtual realize this
Early Majority Assistance experience easily?
Family PC My children access 2ND MOMENT B
Google for school work One-Throat OF TRUTH
HOME
My children use the latest Support
technology at home! Who can help
Club Member
Privileges me?
Children’s care & safety
when we’re away
Source: Cisco IBSG, 2009
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 8

9. 2 Translating Usage Models to the Sale of
Consumer Solutions
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 9

10. Consumer Solutions =
Content + Devices + Moment of Truth Services.
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 10

11. Examples 1:
From Usage Model to Consumer Solutions
Emotional Optimal
Key SKU 0.1 Bundle (to be
Usage Model Value for Consumption Services
Content Variables confirmed)
Messaging SKU(s)
 Joy of re-  1-hour content
Sharing-
living special  Consumer’s
 Big-screen transfer and upload
 snap camera Digital camera > Media Hub /
Watching own digital
events, television  video camera laptop > 610n router (incl.
personal digital imagery  Rescue Squad
memories Network Magic > media
photos and  smart personal install, follow-up  television
coming alive  Facebook- extender > (big screen TV +
video with devices guarantee within 30
with family and Flickr  PC smart phone)
family, friends days
friends
 snap camera
 1-hour content (PC + digital camera + video
 Consumer’s
Storage,  Big-screen transfer and upload  PC camera + Kodak slides) >
 Pride of own digital
organization of television Media Hub > 610n router
family, pride in imagery  Rescue Squad  external
the family  smart personal install, follow-up storage (incl. Network Magic) >
children  Facebook-
memories devices guarantee within 30 media extender > big-screen
Flickr  on-line television + smart phone)
days.
collections
Children with  I’m providing
broadband the best for my  Rescue Squad
children  laptop or PC 610N router (incl. Network
access in their  notebook or install, follow-up
 Google.in Magic) > notebook or
rooms for  Anticipated netbook guarantee within 30  printer
research, netbook > wireless printer
pride in future days
online tutoring achievement
• Knowing my • Camera •IP Camera
Awareness of
family and feed and •Smart phone / • Configure camera IP camera > Media hub >
incidents at IP Camera (s)
home are triggered laptop with IP and alerts router
home
secure alerts connectivity
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 11

12. Examples 2:
From Usage Model to Consumer Solutions
Emotional Optimal
Key SKU 0.1 Bundle (to be
Usage Model Value for Consumption Services
Content Variables confirmed)
Messaging SKU(s)
I get quality time
with family, can
Working from attend to tasks , •VPN to office
home , • Rescue Squad Laptop > media hub >
can support network • Computer
seamless install, follow-up Laptop or PC 610N router (incl Network
family’s
integration of •On-line •Smart personal guarantee within Magic) > media extender >
aspirations External storage
entertainment, course devices 30 days big-screen TV/ music
I can manage content Music system system > smart personal
access to on- • Music integration
my time better devices
line courses •Facebook
I can upgrade
my skills
1- hour transfer Computer , music stores >
External Media hub > 610N router
of music content
Celebrating Big-screen TV Storage (incl Network Magic) >
 Create an Movies
with friends  Easy installation media extender > big-
unforgettable High end audio Personal
and family Music and trouble screen TV/ home theatre /
experience system devices
shooting music system
PC
Pleasure of  Rescue Squad Wifi phone + webcam >
Staying in  Skype Wifi phone installation  PC
speaking with  Skype laptop/PC > Media hub >
touch with
friends and  Webcam  Follow-up  Wifi Phone 610N router (incl Network
distant family  Yahoo chat
family. Watching guarantee in 30 Magic) + media extender >
and friends  Big-screen TV  big-screen TV
children grow up. days. big-screen TV
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 12

13. A Map for Winning at Retail: Executing the Brand
Promise At Key Moments of Truth
The Consumer
Decision-Path
First Moment of Truth Second Moment of Truth
A B A B
Where
In the store in the store In the home In the home
Is this the Will I be able to
Experience value
experience and realize this Who can help
Asking > anticipated
the look I want or experience me?
techno-stress?
need? easily?
 Value Proposition  Install-Maintenance  DIFM Services  One-throat, multi-
Key Retailer  Value Communication Assurance vendor break-fix
Virtual Support for
Responsibility  Product Ecosystem DIY support
 Demonstration - Style
 Usage Models  EZ Ecosystem
 Usage-Right  One-throat, multi-
Key Cisco  Value Proposition Interoperable Interoperability vendor break-fix
Responsibility Ecosystem Virtual Support support
 Style
Recommended Quality, No-Fault
Purpose Planned We Care for
Cisco Brand Interoperable Installation and
and Built You.
Promise Ecosystem Operation
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 13

14. 3 Intent Into Action
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 14

15. 100 Day Plan Requirements
 Start Pilot  With Reliance Digital
Incl Sony or other 3 P
 Primary Market research
 Training program design and  Shopfloor assistants /
material prep dedicated sales reps
 Collect customer queries /  Prep to building configurator &
information needs info kiosk
 Document high-level  Cisco emotional – consumer
messaging oriented
 Define services and prepare  As part of offering, post-
documentation & training purchase – SLA
 Define offering bundles  SKUs, price, demo
 Fulfillment mechanism  Infrastructure, partners
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 15

16. Driving More Footfalls & Eyeballs
 Strong recommendation from Cisco: drive awareness,
create “buzz” with interactive, viral marketing
– Suggest ongoing activities through life of the pilot
– Intent: getting consumers to try it, touch it, see themselves in it
– Focus not on the boxes, but on the content, the emotions and experiences
– Emphasize interaction with friends, family, relationships, memories, excitement through
devices . . . More so than interaction with devices
– Emphasize customer feedback, invitations to peers-friends-family, social networks
 Conventional marketing of value after the fire is lit
– Promotions
– Advertising
– Events
– EDM 's
– Cross- sell opportunities
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 16

17. Making the Experience Real at Retail
 Training
 Messaging
 Merchandising
 Service definition and experience bundle incl ResQ
 Customer engagement / immersion
 Configurator
 Information kiosk
 Ecosystem & partners, fulfillment
 In-store display and usage experience area
 Follow-up calls / information (may not be a single visit purchase)
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 17

18. 4 Back-Up
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 18

19. Expanding the Reliance Digital TAM
Suggested Development Methodology
1
Techno-stress exists, and it reduces the available market by X%. How big is this problem?
Who are the prime consumer prospects HH income BB subscriber Key device ownership
for more complex usage models? Market Early Adopters Young ‘n Digital Early Majority DIFM
2
Why Don’t They Buy?
Who’s Not Buying? Across-Chasm Chasm Don’t know what’s possible
Largest non-buying segments Don’t perceive value
Gender Age HH Composition Market Determinants Think it’s too complex
Current device-content usage Can’t make it “work”
4
3
3
Targeted Markets
High Value
Usage Models
Value > Perceived Complexity
Access / Distributed Content
6 7
Execution Across Shopping Lifecycle Products
Execution Through Key Touch-Points
AWARE RESEARCH BUY SERVICE Services - Support STORE CALL CTR E.COM MOBILE
SOLUTION CLUSTER(S)
5
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 19

20. Products at the Heart of the Experience
LOVE MY ENTERTAINMENT
Media Center
Extender
WebEx
Cisco Wireless Home Audio
Collaboration
LOVE
MY JOB Wireless 11n
Router
Cisco
Media
Hub Cisco Flip
Video
Network Magic
Print Server Management LOVE MY
Software FAMILY
LOVE MY
GAMING
Draft 1.0: to be confirmed.
Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 20