Fixed line products portfolio plan by Awab Ahmed. The mission is to provide telecom services enabling connectivity. The product strategy focuses on home and business customers. Challenges include a limited customer base and differing rates. Strengths include infrastructure and high barriers to entry. The market strategy would target existing and new areas. SUDANI Fiber Network would win through superior service, reliability, content and performance rather than price. Capabilities would include high speeds, entertainment and business services. Activities require an agile team focused on customers. Pricing relies on added value rather than basic services. The product would differentiate on speed, price and quality rather than compare directly to competitors.

1. FIXED LINE PRODUCTS
Portfolio Plan
Designed by : Awab Ahmed

2. Mission Statement
Provide telecommunications services that creates opportunities and
enables citizens, businesses, and government to thrive as a connected
community.

3. Product Strategy
• Where to play – Which clients & (Consumers ) represent our objective?
Market Vision - target customers, how it'll fare against other competitors in
its space, GTM plan
• How to win – Value proposition and business model
Product Goals (Home & Business )
Product Initiatives ( big-picture ideas )

4. Elements of Product Strategy
• CHALLENGE
• MARKET
• WIN
• CAPABILITIES
• ACTIVITIES

5. CHALLENGE
• What are the challenges, problems or obstacles our product faces?
Identify the challenges and make a diagnosis.
Trends in the market, the market situation where we want to access
and the strengths and weaknesses of our organization.

6. CHALLENGE - Weaknesses and Threats
• A primary weakness for SUDANI Fiber Network is its limited customer base
(Home Consumers not business ).
• The core of a new revenue business strategy fitting a limited market is the
introduction of additional and high-quality products.(telecom sector as general)
• The merging of consumer and businesses products rates and charges is another
primary weakness.
• As usage patterns and service requirements differ between those customer
segments, product offerings should be made to fit. This can help improve
revenues by creating an easy path to additional services the customer may need
to support their business operations that are beyond simple Internet access—
e.g., IP telephony, website development, backup services, and online store
hosting. ** EXTRA

7. CHALLENGE - Strengths and Opportunities
• SUDANI Fiber Network has strengths that make a business model
focusing on revenues from new services possible.
• A largely built-out and stable infrastructure, along with a high entry
cost for any potential new providers, creates a defensible business
position.
• WIMAX & BROADBAND solutions will never provide the same user
experience FIBER will do .

8. MARKET
• Where to play? Describe the areas in which the product will
compete to fulfil your aspiration.
• Who is the target customer? Do we intend to address existing
markets or create new markets (blue oceans)? What distribution
channels will need?(area based marketing , new towers ,…etc.)

9. WIN
• How we are going to win? What is our competitive advantage?

10. WIN - Types of Product Strategies
• Cost Strategy
• Differentiation Strategy
• Focus Strategy
• Quality Strategy
• Service Strategy
 For example, better costs (low prices), differentiation (higher value
products and services) or focus (specialized markets).

11. CAPABILITIES
• What capabilities should we have? What do we need to be really
good at? What will we do to multiply our competitive advantage?
• Content , Speed boost (^150 Mbs) .
• Differentiative Experience (Entertainment)
• Differentiative products (IOT , Business support services ,..etc

12. ACTIVITIES
• What management systems are necessary? What processes and
structures are necessary to develop the appropriate capacities and
increase the strategic options of our organization.
Proactive , Agile team ,consumer centric ,… etc.

13. Pricing and Product Differentiation
• SUDANI Fiber Network can compete ++ with Mobile Broadband &
other Internet service providers on the basis of price.(SUDANI is a
Internet Trunk for others )
• SUDANI will succeed on the basis of the product it sells—superior
customer service, reliability, Creativity , Content and performance.
• * focus on add value pricing , not the basic service pricing

14. Product Positioning Strategies
• Comparative : products right next to other brands to highlight their
competitive edge(Speed – price – quality )
• Differentiation: the uniqueness of a product can’t be duplicated
• Segmentation : product stand out requires focusing on multiple
audiences with different needs, but with the same product. (*
Different Personas)

15. Teams Collaborate Across Departments

16. Triad Who Focus
Make Product Management
Understand the market, targeted customer personas, and good product
design principles
Design Define the value proposition, product goals, and minimum viable product
Development Develop the product using sound, sustainable engineering practices
Sell Product Management Understand the product's competitive landscape and market evolutions
Design
Create messaging that highlights the product's value propositions to each
customer segment
Marketing
Build collateral to support the product launch: web pages, announcement
emails, blogs, videos, etc.
Operate Product Management Release product to customers with a regular cadence
Development Respond to customer issues
Support & Ops
Relay customer feedback to the make triad (Dev, PM, Design) as input for
future product development

17. Thank You