Presentation given at Industry AHEAD, April 3.

1. The most important thing we build is trust
ADVANCED ELECTRONIC SOLUTIONS AVIATION SERVICES COMMUNICATIONS AND CONNECTIVITY MISSION SYSTEMS
Digitizing Marketing in Cobham SATCOM
Industry AHEAD

2. Cobham plcCobham plc
Daniel Breum - Short introduction
Career
• 7 years in Vestas incl. roles in
regional MarCom execution and
central administration
• 2 years with Cobham SATCOM
as Director for Marketing &
Communications
Privately
• Married with 1 child
Personal values
• Curiosity
• Impact/results driven
• Having fun
Who am I?
04 April 20171

3. Cobham SATCOM
Agenda
4 April 2017
• Cobham SATCOM
• Digitizing the
company – what are
we trying to do?
• Driving Commercial
IT – governance &
organization
• The Future…

4. Cobham plcCobham plc
What do we do?
4 April 2017
Satellite Communication in 30 sec

5. Cobham SATCOM
At a Glance: Cobham SATCOM
An International Business
4 April 2017
 950 employees
 2016 revenue: mUSD 258.0
 Company funded R&D mUSD 38.7 (2016)
 Market leading positions in Satellite and radio communication terminals and earth stations
for land, maritime and aeronautical applications
Revenue by Market Revenue by Segment
7%
5%
88%
63%
11%
19%
7%
US defense/security
Non US
defense/
security
Commercial
Maritime
Land
Aero
Systems
4

6. Cobham SATCOM
Cobham SATCOM: Uniting four entities
Leveraging technological and value chain related synergies
5
Cobham
SATCOM

TracStar
Orlando, US
Omnipless
Cape Town, SA
Sea Tel
Concord, US
Founded in 1996
Acquired in 2005
Founded in 1978
Acquired in 2003
Founded in 1995
Acquired in 2001
Founded in 1981
Acquired in 2012
Thrane & Thrane
Copenhagen, DK
4 April 2017

7. Cobham SATCOM
A scalable company with global reach
Representation on 5 continents and sales partners in more than 100 countries
4 April 20176
Locations
Lyngby
R&D,
Manufacturing
and Sales
Pandrup
Concord
Cape Town
Orlando
Sales/Support
Virginia Beach
Rio de Janeiro
Shanghai
Beijing
Singapore
SVI
EMS Partners
Sanmina
BB Electronics

8. Cobham SATCOM
Using a well-established network of long term partners
4 April 20177
Cobham
SATCOM
Endcustomers
Manufacturer
1st tier
distribution
2nd tier
distribution
Distribution
Partner
Certified
Partner
(Gold)
Certified
Partner
(Silver)
Registered
Reseller
Large dependency on distribution network
End Customers

9. Cobham SATCOM
Marketing traditions
4 April 2017
• Trade shows &
exhibitions
• Classic PR and
advertising
• Physical give aways
& brochures
• Demo equipment sent
around the world
• Technical messaging
& product sheets
Conservative industry = Conservative methodologies
(a) Highly labor
intensive with
(b) limited reach
and (c) limited
impact

10. Cobham SATCOM
Agenda
4 April 2017
• Cobham SATCOM
• Digitizing the
company – what are
we trying to do?
• Driving Commercial
IT – governance &
organization
• The Future…

11. •Cobham plc•Cobham plc
A premium brand but…
10 4 April 2017
…differentiation from competition towards the partner is needed
Margin on
the product
Easy to
work with
Brand
association
Risk
exposure
Product fit
Which product fits the need of
the end customer?
Where do they make the most
profit?
Where does making money
require the least effort?
(marketing, servicing, process)
What makes me most proud to
sell and represent?
Where do I run the lowest
risk? (Service, reliability)
R&D focus!!!
Sales focus!!!
Online platform to facilitate
support and interaction with
Partners
General branding efforts on
product and corporate level
Service and R&D focus!!!

12. •Cobham plc•Cobham plc
Creating overview and consistency
11 4 April 2017
…in a patchwork of solutions
From a multitude of
independent platforms…
…to a single, unified and
coherent partner-centric platform

13. •Cobham plc•Cobham plc
The vision for partner interaction
12 4 April 2017
Improving PARTNER EXPERIENCE!!!!

14. •Cobham plc•Cobham plc
1st phase covers self-service functionalities
13 4 April 2017
…and eSupport and Spare Parts eShop in addition = license to play…

15. •Cobham plc•Cobham plc
Next step is the real marketing…
4 April 2017
…which is currently under construction
Marketing self-service
Digitizing marketing
collaterals
New marketing tools
(AR, 360 video)
a
b
c

16. •Cobham plc•Cobham plc
Agenda
4 April 2017
• Cobham SATCOM
• Digitizing the
company – what are
we trying to do?
• Driving Commercial
IT – governance &
organization
• The Future…

17. Cobham SATCOM
Governance in Commercial IT
4 April 201716
SVP SATCOMSponsors
VP, Sales &
Marketing
Steering
committee Daniel Breum
Service &
Support
Reference
Group
Vertical
Marketing
IT
Product
Management
Sales
Order
Handling
QA
: Overall program manager
Cobham Group IT
Other stakeholders
Cobham Group Branding
Order Handling
R&D
Director of
Sales Analysis
Front endBack end

18. Cobham SATCOM
Cobham Group | when a BU takes lead…
Balancing Group holism & synergies with speed and unique requirements
4 April 201717
Cobham
Group
Cobham
SATCOM
• Showing leadership
• Aling Group down the
line
• Make busines
implications apparent
• Don’t challenge
security guidelines
• Keep Group informed

19. Cobham SATCOM
Agenda
4 April 2017
• Cobham SATCOM
• Digitizing the
company – what are
we trying to do?
• Driving Commercial
IT – governance &
organization
• The Future…

20. Cobham SATCOM
The Future will be digital…
…but will be explored in small steps
4 April 201719
• Making parts of Cobham SYNC
public to end customers
• eCommerce on standard products &
services towards partners
• Quoting online
• Service & Support 3.0
• Become partners’ Marketing Agency
• Product configurator
• Facilitating partners’ branded
eCommerce sites towards end
customers (ERP integrated)

21. Cobham SATCOM
20
Thank you
Questions?