1. Sample of product development
managed by Michael Doble
Problem:
• The company's 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.
3. Initial Target Markets & Customers
$24 Million $8+ Million $4 - 50 Million $12 Million
6000 units over 4 years 2000 units over 2 years 12000 units over 4 years 3000 units over 4 years
Shipments 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 headquarters
Current customer Current customer New customer Current customer
U.S. Military
$22 Million $2.25 Million $1 - 2 Million $5 Million
5000 units over 4 years 200 units over 2 years 200 - 400 units over 2 years 750 units over 3 years
Contacts established Corporate wide account Switch Traffic Monitoring $900K sold in 2000
Pursuing field trial Passed lab evaluation First order in Dec/00 More orders in Nov/01
Current customer Order in Q2/01 Current customer 18 Military Bases
Vitelco
$5 Million $1-3 Million $.8 Million $ 5.0 Million
1000 units over 3 years European Distributor 50 units over 1-2 years 200 units over 2 years
Requires Security Function Signed in Oct/00 $500K order in May/01 Field trial in Q2/01
Sold 20 units to MediaOne Orders have begun Telephone company Colo application
OmniRemote customer New distribution channel Current customer New customer
4. Competition comparison
RBOC
IXC SiteAppliance
Applied Innovation
ILEC DPS
NEBS, protocols
CLEC
IMCI
ISP
Wireless 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
5. Wireless - Applications
TCP/IP T1
SNMP
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
Unit
Card Swipe Technician
Tower Light System
laptop
Antenna Monitor
Door
Cell Site
8. Product Road Map
ASP
Monitor, dispatch, QoS
HP OpenView
Plug-in S/W
SiteApplianceTM OfficeApplianceTM
for SP market for F1000 market
VPN Email Browser DSL RMON IP Probe Security VPN
Stage 1 Stage 3 SP = Service Provider
Stage 2 Stage 4 F1000 = Fortune 1000
9. Over 400 Customers Strong
Private 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
