Telecommunications marketing

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Course on telecommunication marketing to TCOM EPITA students

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Telecommunications marketing

  1. 1. Telecommunica+ons  Marke+ng Daniel Jarjoura Winter 2014
  2. 2. BS Telecommunications MS Computer Science Pre-sales Engineer Product Manager Innovation Manager Business Development Director Entrepreneurship About  me @Djarjoura h9p://www.linkedin.com/in/danieljarjoura www.danieljarjoura.com slideshare.net/djarjoura daniel@qanubin.com
  3. 3. Sales  and  Marke+ng  for  Engineers Take  it!  It’s  really   good!
  4. 4. What  about  you? What  are  your   expecta+ons  for   this  course?
  5. 5. Some  housekeeping  rules 1/  The  course  is  made  of  4  sessions  of  3  hours  with  one  15  mins  break 3/  Presence  is  not  mandatory  but  please  refrain  from  leaving  class  while   I  speak 2/  There  will  be  no  final  exam  but  a  final  presentaBon.  The  subject  will   be  given  through  social  media 4/  ParBcipaBon  is  highly  encouraged.  If  you  don’t  speak,  I  will  make  you! 5/  The  goal  of  this  course  is  to  make  you  think,  not  replicate
  6. 6. Understanding  the  Telecom  Market  Environment Understanding  the  Players  and  their  Rela+onships Understanding  your  Future  Role  in  this  Environment 1 2 3 What  is  this  course  about?
  7. 7. Understanding  the  Telecom  Market  Environment 1 What  is  this  course  about?
  8. 8. Telecommunica+ons
  9. 9. That  for  some  people   telecommunica+ons  s+ll  mean  this
  10. 10. While  it  means
  11. 11. A  life  without  telecommunica+on   networks  would  mean: No  Video   Streaming No  smartphones   and  tablets No  social  networks No  web  services
  12. 12. 2  trillion?
  13. 13. Equivalent  to  3%  of   global  GDP Source:  Telefonica  2011  -­‐  Eighth  Investor  Conference   2010  Global  Telecom  Revenue  Breakdown   Worldwide  –  US$  bn
  14. 14. 6  billion?
  15. 15. 6  billion  mobile   subscribers
  16. 16. In  1960,  only  3  countries  had   more  than  1  phone  for  every  4   inhabitants1 1Countries  are:  United  States,  Canada  and  Sweden/  Source:  OECD  Communica<ons  Outlook  2011 2Source:  Interna<onal  Telecommunica<on  Union  (November  2011)   In  2011,  Worldwide  Mobile   Penetra+on  is  86.7%2  
  17. 17. From  the  connec+on  of  the  HOUSEHOLD… …to  the  connec+on  of  INDIVIDUALS… …and  OBJECTS… 300  Million  connected  devices  in   France  in  2020  compared  to  65   million  in  2010 Source:  SFR  Presenta<on  to  Analysts  –  November  2011
  18. 18. Top  3  mobile  phone   manufacturers  in  2013  were: Source:  IDC  (January  2014)   Samsung  shipped  446M   phones,  Nokia  251M  and   Apple  153M
  19. 19. Top  3  smartphone   manufacturers  in  2013  were: Source:  IDC  (January  2014)   Samsung  shipped  314M   phones,  Apple  153M  and   Huawei  49M
  20. 20. Huawei???
  21. 21. Top  3  mobile  OS  in  2013  were: Source:  IDC  (February  2014)   Android  shipped  in  793M   phones,  iOS  in  153M  and   Windows  Phone  in  33M
  22. 22. The  top  5  operators  in  the  world  are: Source:  Wikipedia 763M 484M 453M 276M 251M
  23. 23. Mobile  Year  in  Review  2013
  24. 24. Understanding  the  Players  and  their  Rela+onships 2 What  is  this  course  about?
  25. 25. Networks Services Content Equipment The  Telecom  Ecosystem
  26. 26. Network  Operators Who  they  are Who  they  addressHow  they  address Mass  MarketEnterprises Resellers Integrators
  27. 27. Mass Market Enterprise Mass  Market  and  Enterprise
  28. 28. Product driven Large target market Single step buying process, shorter sales Brand identity created through repetition and Emotional buying decision based on status, desire, Mass  Market  /  B2C
  29. 29. Relationship driven Small, focused target market Multi-step buying process, longer sales Brand identity created on personal Rational buying decision based on business Enterprise  Market  /  B2B
  30. 30. Addressing  directly  customers Example Stores Orange  Business  Services 1,200  shops   in  France* Flagship  store Source:  Orange    Investor  Day  –  May,  31  2011 +70  %  online  sales  growth  in  2  years* +2.7M   enterprise   customers  in   France +31,000   enterprise   focused   employees
  31. 31. Resellers Exclusive  SFR  «  Shop  in   shop  »  in  83  Fnac  stores   (roll-­‐out  from  end  2011)  Joint  Venture  SFR/La  Poste  (49%/51%)  Over  500K  customers  (end  of  2011) Over  1,000  points  of  sale Example Agreement  signed  in  June  2011  with  #1   MVNO  Virgin  Mobile  Agreement  signed  in  September  2011  with   #2  MVNO  NRJ  MobileA  network  of  business  resellers
  32. 32. Integrators …  and  many  many  others
  33. 33. Different  operators,  similar  challenges? Source:  SingTel  –  Group  Overview  Presenta<on  -­‐  December  2011
  34. 34. Telecom  Operators  Jargon ARPU Penetra+on Mone+za+on CAPEX OPEX Market  Share Churn Segmenta+on
  35. 35. Source:  Orange  -­‐    2  mins  to  know  everything  about  the  Group  in  2011
  36. 36. Source:  Orange    Investor  Day  –  May,  31  2011 Conquest  2015
  37. 37. From  1  market  in  2006  to  17  in  2012 Source:  Qtel  Analyst  Presenta<on  –  January  2012
  38. 38. Source:  Qtel  Analyst  Presenta<on  –  January  2012
  39. 39. Equipment  Manufacturers Who  they  are Who  they  addressHow  they  address Mass  MarketOperators Resellers Integrators Device   Manufacturers Network   Vendors
  40. 40. 2000-­‐2010  –  The  great  shake-­‐up 2000   champions Inspired  by  Coste  and  Partners  presenta<on
  41. 41. 2000-­‐2010  –  The  great  shake-­‐up and  2010   champions Inspired  by  Coste  and  Partners  presenta<on
  42. 42. Solu+ons Products
  43. 43. $100  Billion Source:  Bloomberg
  44. 44. iTunes  Store   represented  11%  of   Apple  revenues  in  2009
  45. 45. Service  Providers Internet Payments Consul+ng Ecosystems
  46. 46. $34.2  billion  in  Sales 40%  growth $2.5  billion  of  free   cash  flow
  47. 47. Source:  ATOS  –  2011  Annual  Results
  48. 48. Source:  ATOS  Investor  Day  -­‐  October  2011
  49. 49. Content  Providers
  50. 50. Understanding  your  Future  Role  in  this  Environment 3 What  is  this  course  about?
  51. 51. Technical & Project Sales & Marketing — Focused on technology — Architecture, coordination, implementation — 4 job families — Architecture and conception — Implementation — Monitoring and operations — Project Management — Focused on customer — Innovation, marketing, sales — 2 job families — Sales and Sales engineering — Product Management and Innovation The  posi+ons
  52. 52. — Mission and Role — Define and conceive a telecommunication network based on the applications and services that will be used in this network — Core activities — Translation of functional specifications into technical realities — Cost analysis — Choice of technical equipments, RFQ redaction — Technological orientation — Profile — Employer: enterprises, operators, integrators — Experience: 3-5 years + — Salary: € 50K Network  Architect
  53. 53. — Mission and Role — Network Conception and Dimensioning — Implementation, integration, validation — Core activities — Design and specification of whole or part of a network — Network components integration — Validation and test procedures definition — Resources dimensioning — Profile — Employer: enterprises, operators, integrators — Experience: Beginner — Salary: € 20-40K Telecom/Network  Engineer
  54. 54. — Mission and Role — Coordinate project from conception to complete implementation — Manage all project members — Core activities — Definition of project scope — Conception of project plan — Time management — Project follow-up — Validation — Profile — Employer: enterprises, operators, integrators — Experience: 3-5 years + — Salary: € 40-50K Project  Manager
  55. 55. — Mission and Role — Monitor network parameters and associated services — Incident management — Core activities — Identification and diagnostic of network problems — Correction and re-parameter of network components — Result control and documentation — Profile — Employer: enterprises, operators, integrators — Experience: Beginner — Salary: € 20-40K Monitoring  and  Opera+ons
  56. 56. — Mission and Role — Sell his company’s products to selected market — Make money — Core activities — Customer prospection — Products presentation — Negotiation — Financial reporting — Market feedback — Profile — Employer: suppliers, operators, handset makers — Experience: Beginner to experienced — Salary: € 20K – 100K Sales  Manager
  57. 57. — Mission and Role — Accompany sales manager — Technical expert with sales skills — Core activities — Detailed product presentation — RFQ answer — Participation in initial implementation phase — Feedback to Product Management — Profile — Employer: suppliers, operators, manufacturers — Experience: Beginner to experienced — Salary: € 35K – 50K Pre-­‐Sales  Engineer
  58. 58. — Mission and Role — Define product functionalities and scope — Manage market expectations — Core activities — Product functional specifications — PNL Management — Industry conference participation — Market analysis — Profile — Employer: suppliers, operators, manufacturers — Experience: 3-5 years + — Salary: € 35K – 50K Product  Manager
  59. 59. Thanks  so  much  for  listening  and   let’s  stay  in  touch! facebook.com/daniel.jarjoura.1 @Djarjoura www.danieljarjoura.com slideshare.net/djarjoura daniel@qanubin.com h9p://www.linkedin.com/in/danieljarjoura

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