This document discusses how service providers can better support enterprise development through improved service delivery. It argues that enterprises are important customers due to their high spending, long-term contracts, and diverse needs. The document outlines that enterprises want communications, mobility, efficiency, productivity savings, and enhanced value. It states that service providers should leverage their core assets to offer a broader portfolio of converged enterprise services through a service delivery platform. This will allow providers to better understand customer needs, launch specialized offers for different industries, and integrate enterprise IT infrastructure.

1. Supporting Enterprise
Development through Service
Delivery
Guy Redmill

2. About Us
• Marketing and strategic consultancy services for
the TMT sector
– Strategy
– Communications
– Analysis
• Deep knowledge of marketing and strategic needs
of the TMT industries
• Strategic planning and consultancy
• Clear, insightful communications and actionable
marketing programmes
• An experienced team to complement your
resources

3. Agenda
• Understanding market demand: why the enterprise
matters and why it should be a key focus
• What enterprises want and how service providers
should help
• Leveraging core assets to facilitate services for
enterprises
• How to evolve service offers to broaden service
provider capabilities and build a service portfolio
– Other considerations
• The SDP as a key platform for converged enterprise
services

4. The Importance of the Enterprise
• General:
– Not fickle consumers
– High spenders with scale
– Lucrative, long-term contracts
– Predictable revenue
– Diverse needs
– Not in “death spiral”

5. The Importance of the Enterprise

6. The Importance of the Enterprise
• Specific:
– 4.5 million private sector companies in UK (2011)
– 23.4 million people employed in private sector
businesses
– £3,100 BILLION estimated combined annual turnover
– 58.8% of private sector workforce is in SMEs
– 48.8% of turnover comes from SMEs
• £1,512.80 BILLION
*Up 21% on 2010!
** Source: Department for Business Innovation and Skills, Statistical Release “Business
Population Estimates for the UK and Regions, 2011”

7. The Importance of the Enterprise
Remember, t
his equates
to 6,320
companies in
total

8. What do Enterprises want?
• Communications?
• Reachability
• Mobility
• Efficiency?
• Productivity?
• Savings?
• Predictability?
• Enhanced value?
• Data
• QoS / SLAs / Service guarantees?
• High performance?

9. What do Enterprises want?

10. What do Enterprises want?
• If you focus on larger companies, you probably
have no idea what the totality of enterprises
want
• Their needs will have much in common, but will
differ
• Essential to understand market and to segment
– First step: Horizontally
– Second step: Vertically
– Differentiate macro and micro needs
• Mobile PBX, Door entry systems, agricultural data

11. What do Enterprises want?
• They do not just want price-based offers and
packages
• From the enterprise portal of a Tier 1 MNO:
– “We work with over 1700 of the world's largest
multinational corporations. We typically save our
customers more than 15% of their global
communications costs”
• They also need data
– M2M

12. A Typical SME Offer

13. But…

14. What do Enterprises want?

15. What do Enterprises want?

16. What do Enterprises want?

17. What do Enterprises want?

18. What do Enterprises want?
TSG
Partners
REF: Telenor AS (Sune Jakobsson) / Gintel AS

19. What do Enterprises want?

20. What do Enterprises want?
http://www.internet-of-services.com/index.php?id=265&L=0

21. What do Enterprises want?
http://www2.ucsc.edu/its2/transformation/it_services.php

22. Enterprise SDP
• Heterogeneous enterprise world demands range
of services, packages and solutions
– Not just enhanced voice communications, but also
data and information
• Need ability to support multiple horizontal and
vertical offers
– And generate new ones
• And, to be able to connect complex enterprise
IT infrastructure to service provider

23. Enterprise SDP

24. Enterprise SDP
• SDP is fundamental to:
– Creating
– Launching
– Managing
– Co-ordinating
– Charging
• For multi-layered service offer

25. The Evolving Offer: Six Steps
• Understand your market
– It’s complex. But not that difficult.
• Understand needs of target customers
– Don’t exclude half the market
• Understand what you have to offer
– Why you are different
• Launch horizontal offers
– If can’t, host a partner that can
– Incentivise sales away from big deals to SaaS / Cloud
compensation
– Marketing and channels
• Plan specialist offers for verticals
• Deliver integration platform
– Use APIs to connect up and downstream

26. Questions and Contacts
• www.redmillcommunications.com
• Tweet @redmill_mktg
• +44 (0)203 137 2070
• info@redmillcommunications.com
• guy@redmillcomunications.com