Systems Integration. Outsourcing. Infrastructure. Server ...


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  • The questions: What issues are keeping up industry executives at night? What is the intent to purchase a new solution? In what timeframe? What feature/function mix should the next release contain?
  • Systems Integration. Outsourcing. Infrastructure. Server ...

    1. 1. Research Activities @ Unisys Sara Griffith SFN Partners Meeting Paris, February 14, 2003
    2. 2. Overview <ul><li>Introduction </li></ul><ul><li>Organizational Update </li></ul><ul><li>Unisys Research Activity </li></ul>
    3. 3. Organizational Update
    4. 4. Joining Forces: Comms and Media <ul><li>The Opportunity: Powerful content, tailored delivery </li></ul><ul><li>More Revenue . Real Results . </li></ul>Content Media Distribution Comms More revenue from new media and dist. channels More Revenue from quality content with specialized distribution (TV, Paper, Radio) More Revenue from connections and content distribution (Web, Mobile, Phone)
    5. 5. More Revenue: Communications/Distribution Engine
    6. 6. Bring together our media & comms clients Content Distribution <ul><li>More revenue from: </li></ul><ul><ul><li>Hosting </li></ul></ul><ul><ul><li>Mobile Delivery </li></ul></ul><ul><ul><li>InteractiveContent </li></ul></ul><ul><li>Media Content Engine </li></ul><ul><ul><li>Editorial Solutions </li></ul></ul><ul><ul><li>Digital Assets </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>Communication Revenue Engine </li></ul><ul><ul><li>Market Source </li></ul></ul><ul><ul><li>Messaging + </li></ul></ul><ul><ul><li>Enterprise + </li></ul></ul><ul><ul><li>Revenue + </li></ul></ul>
    7. 7. The Unisys Comms/Media Ambition <ul><li>The Unisys ambition is to generate more revenue for our clients by creating and managing a powerful connectivity platform that links customers with content. </li></ul><ul><li>We will do this by investing in solutions and product offerings that maximize the creation, preparation, retrieval, and storage of content so that it can be transported in a variety of ways - over the web, via mobile phones and PDAs, in print and over the television. </li></ul><ul><li>The end result is the ability for our clients to generate more revenue because they are able to deliver the right content to the right customers at the right time -- using the channels most preferred by their customers. </li></ul><ul><li>At 3GSM, we will present our vision, entitled, the Unisys Comms/Media Revenue Constellation, and our plans to make it a reality for our clients and the industry. </li></ul>
    8. 8. Research Activities
    9. 9. Research Focus What information do we wish to obtain? <ul><li>Industry analysis </li></ul><ul><li>Market sizing data </li></ul><ul><li>Market trends </li></ul><ul><li>Competitive data </li></ul><ul><li>Client satisfaction </li></ul><ul><li>Brand awareness </li></ul><ul><li>Requirements analysis </li></ul><ul><li>Solutions comparisons </li></ul>Secondary Research Primary Research
    10. 10. Organization Who’s doing what? <ul><li>Centralized market research organization </li></ul><ul><ul><li>Manage macro level market, trend & competitor analysis; analyst contracts and reports </li></ul></ul><ul><ul><li>Advise on secondary research sources; aid primary research activities thru internal or external resources </li></ul></ul><ul><li>Industry-centric marketing departments (media, comms, finance, etc.) </li></ul><ul><ul><li>Gather, monitor and manage vertical market data </li></ul></ul><ul><ul><li>Analyze media market, trends & competitors </li></ul></ul><ul><ul><li>Manage relationships with media trade organizations & analysts </li></ul></ul><ul><ul><li>Perform media-specific marketing research </li></ul></ul>
    11. 11. Methodology /Sources How do we obtain it? <ul><li>Secondary Research </li></ul><ul><ul><li>Analysts & analyst reports </li></ul></ul><ul><ul><ul><li>IDC, Gartner, Seybold… </li></ul></ul></ul><ul><ul><li>Trade Associations & trade publications </li></ul></ul><ul><ul><ul><li>WAN, IFRA, NAA, NAB, FIPP… </li></ul></ul></ul><ul><ul><ul><li>World Press Trends </li></ul></ul></ul><ul><ul><ul><li>IFRA Special Reports… </li></ul></ul></ul><ul><ul><li>Other: lists/databases </li></ul></ul><ul><ul><ul><li>E&P Yearbook </li></ul></ul></ul><ul><ul><ul><li>TBI Yearbook (Television Business International) </li></ul></ul></ul><ul><li>Industry analysis </li></ul><ul><li>Market sizing data </li></ul><ul><li>Market trends </li></ul><ul><li>Competitive data </li></ul>
    12. 12. Why do we do it? To drive business planning & investments <ul><li>Macro IT market trends </li></ul><ul><li>Macro hardware, application software and services trends </li></ul><ul><li>Industry/market growth rates </li></ul><ul><li>Main sources: Gartner, IDC </li></ul><ul><li>Drive business planning </li></ul><ul><li>Formulate 3-year strategic plan at Corporate level </li></ul><ul><li>Identify growth opportunities </li></ul><ul><li>Support investment decisions </li></ul><ul><li>Industry Analysis </li></ul>
    13. 13. Why do we do it? To identify market growth opportunities <ul><li>Market Sizing </li></ul><ul><li>Media & Communications Market Assessments </li></ul><ul><ul><li>Market size </li></ul></ul><ul><ul><li>Market CAGR’s </li></ul></ul><ul><ul><li>Segment attractiveness </li></ul></ul><ul><li>Drive business planning </li></ul><ul><li>Formulate 3-year strategic plans at business unit level </li></ul><ul><li>Develop G2M plan </li></ul><ul><li>Support investment decisions </li></ul>Main sources: Gartner, IDC
    14. 14. Why do we do it? To monitor market evolution and key requirements <ul><li>Journalist, Editor and IT department needs & requirements </li></ul><ul><li>Advertising, readership data </li></ul><ul><li>Advancements in multimedia news gathering & distribution </li></ul><ul><li>Technological advancements (XML, SOAP…) </li></ul><ul><li>Align solutions to market </li></ul><ul><li>Develop communications plan & messaging strategy </li></ul><ul><li>Identify thought leadership opportunities </li></ul><ul><li>Identify potential partnerships </li></ul><ul><li>Market Trends </li></ul>Main sources: Seybold, IFRA, WAN
    15. 15. Why do we do it? To ensure a unique value proposition <ul><li>Competitive Data </li></ul><ul><li>Editorial, Advertising, Consulting market players </li></ul><ul><li>Win/loss analysis </li></ul><ul><li>Feature/Function analysis-solutions comparisons </li></ul><ul><li>Financial/strategic analysis </li></ul><ul><li>Create solution value propositions & differentiation statements </li></ul><ul><li>Monitor and adjust pricing strategy </li></ul><ul><li>Provide input for solutions management & development groups </li></ul>Main sources: Seybold, Cole/Cole Papers, E&P, competitor web/press bits
    16. 16. Primary Research Why and How? <ul><li>Primary Research </li></ul><ul><ul><li>Take a snapshot of the industry at a given moment in time </li></ul></ul><ul><li>Vehicles </li></ul><ul><ul><li>Telemarketing/Surveys – gauge market readiness to replace a new system; assess timeline for purchase </li></ul></ul><ul><ul><li>In-depth interviews – understand C-level issues for new market </li></ul></ul><ul><ul><li>Conjoint analysis – perform a hi-level solution component analysis </li></ul></ul><ul><ul><li>Consultants & Analysts – obtain neutral report on an issue/trend/competitor </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Central marketing research group </li></ul></ul><ul><ul><li>External research agencies </li></ul></ul><ul><li>Client satisfaction </li></ul><ul><li>Brand awareness </li></ul><ul><li>Requirements analysis </li></ul><ul><li>Solutions comparisons </li></ul>
    17. 17. What do we want to gain from the WAN partner forum? <ul><li>Uncover new methodologies, exploit existing research and share experience from partners </li></ul><ul><li>Discover new sources of data and communications vehicles, especially for new markets: Magazines, TV/radio, Media & Comms </li></ul><ul><ul><li>Experience at Folio or FIPP? </li></ul></ul><ul><li>Build thought leadership opportunities with other partners </li></ul><ul><ul><li>Co-author white papers with SFN partners </li></ul></ul><ul><ul><li>Jointly sponsor a study of mutual interest </li></ul></ul>
    18. 18. Summary <ul><li>Research critical to Unisys strategic planning, go-to-market strategy, positioning and marketing communications </li></ul><ul><li>Strategic goal: </li></ul><ul><ul><li>Augment Unisys and SFN as thought leaders </li></ul></ul>
    19. 19. Thank You Contact information: [email_address] Tel: +39 02 6985 829 Mobile: +39 348 2511564