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B2B Xperience 2018 - Cobham SATCOM
Cobham SATCOM is a satellite communications company with over 900 global employees that developed digital tools to address marketing and sales challenges. These digital tools included a SYNC platform for partners, an app with over 4,500 downloads, and virtual reality demonstrations that saved on expensive demo equipment costs. Implementation challenges included making a strong initial business case, deploying tools through distribution channels, and integrating new technologies like virtual reality fully into customer interactions as the technologies continue advancing.
B2B Xperience 2018 - Cobham SATCOM
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- 2. Cobham plc2 Agenda Commercial inConfidence • Who is Cobham SATCOM? • Marketing & Sales challenges • Digital response • Results generated • Implementation challenges • Questions
- 3. Cobham plc3 Who isCobham SATCOM? Commercial in Confidence • +900 employees globally • Denmark, USA, South Africa + satellite offices • Owned by UK based defense conglomerate
- 4. Cobham plc4 What isSatellite Communication? Commercial in Confidence
- 5. Cobham plc5 How dowe go to market? Commercial in Confidence Cobham Value Added Resellers End customer Compe- titors Satellite operators Hardware Data Full solution (HW+Data +solution mgt)
- 6. Cobham plc6 Marketing &Sales challenges Commercial in Confidence No end customer relationship | Like retail Service (coordination & cost) Asian competitors Fragmentation Traditional industry Demo equipment cost A D B E C F • Trade shows • Product sheets / brochures • No digital penetration • 2,4m • +600 kg • + USD 100.000 • Coordination difficult • Time in harbour is crucial • Global setup is needed
- 7. Cobham plc7 Digital toolsdeveloped Commercial in Confidence
- 8. Cobham plcCobham plc Resultsgenerated 8 A SYNC platform adoption B Demo equipment savings C App adoption +600 downloads +160 weekly users +4.500 downloads +2.300 weekly users Single digit mDKK in savings pr. year
- 9. Cobham plcCobham plc Challengesin adoption 9 • Making the first business case… • Deployment in distribution channel • Integrating VR in customer interactions • Moving beyond the buzz to real strategic opportunity (AAR) • VR and AAR hardware not yet mature
- 10. Cobham plcCobham plc10Commercial in Confidence