This document provides an overview and action plan for Panasonic's Workforce Automation Team to target the telecommunications vertical market with mobility and field force automation solutions using Panasonic Toughbook laptops. It identifies top telecom companies and their estimated mobile workforces as potential customers. It outlines strategies such as developing reseller partnerships, generating leads from trade shows and campaigns, and providing ROI tools and introductory trials to help capture business from competitors in this growing market.

1. Prepared by Kim Boggio
BDM BUSINESS PLAN - TELCO VERTICAL
WORKFORCE AUTOMATION TEAM MEETING
SANTA FE, NM MAY 22-24 2006

2. CONTENTS
• OVERVIEW OF MARKET
• MARKET SHARE ESTIMATE
• MEDIA/ MDF
• TRADESHOWS
• LEAD GENERATION
• PARTNERS
• TOUGHBOOK AS INTEGRATED SOLUTION
• TASKS/ STRATEGIES

3. The number of mobile workers in the United States will
number 105 million in 2006
Mobile professionals will number 24.1 million in 2006, all
other mobile workers will total 81.9 million.
Mobile Field Service workers may total 20 million in 2006

4. The bottom line benefits of mobility
and field force automation include:
Increases in productivity and efficiency
Enhanced customer service capabilities
Optimized route management
Competitive edge due to the ability to close business or
solve problems on the spot
Improved inventory management
Reduced administrative costs and errors

5. The fastest growing mobile applications are:
E-mail, Database Query
Field Service and Sales Automation
Information-Based Systems
Location-Based Systems
Messaging Transactions
Vehicle Location and Positioning
Accessing Web Portals

6. Field Service systems and Transportation & Logistics
systems are the main applications used in the Panasonic
Toughbook markets.
Field Service Systems include:
Installation, maintenance, service and repair
Work order changes
Outage management
Inspection automation and regulatory compliance
Transportation & Logistics systems include:
Fleet management
Route management
Direct-to-store delivery

7. TELECOM MARKET
$128+ billion services market
Access to 95% of US households
Dominated by AT&T/SBC and Verizon
Other Players: BellSouth, Sprint, Qwest
VoIP – Vonage
Trends: Triple Play – VoIP, Internet, Video

8. BROADBAND MARKET
35 million broadband access lines
MSO’s bundling value-added services such as high-speed
internet access, video, VoIP, and even Wi-Fi.
Competing directly with Telco’s for Triple play services
Major players: Time Warner, Adelphia, Cox, Comcast,
Cablevision – also more regional companies than Telco’s

9. WIRELESS MARKET
Major mergers and acquisitions since 1999 have consolidated the
highly fractional US wireless market into five national players. In
order of Market share:
Cingular/AT&T
Verizon achieved record sales in 2005 and could regain # 1
position by the end of 2006.
Sprint /Nextel
T-Mobile
Alltel /Western Wireless
The ‘Big 3’ control 75% of the US market, and the ‘Big 5’ over
90%.
Wireless revenue in specific vertical markets:
financial/insurance/real estate, transportation, professional
business industries will generate the greatest revenue

10. TARGETED COMPANIES: TELECOM
VERIZON
AT&T/ SBC
QWEST
SPRINT
BELLSOUTH
VONAGE
ALLTEL

11. TARGETED COMPANIES: BROADBAND
TIME WARNER
ADELPHIA
COMCAST
COX
CABLEVISION

12. TARGETED COMPANIES: WIRELESS
CINGULAR
VERIZON
SPRINT/ NEXTEL
T-MOBILE
ALLTEL

13. COMPANY
2004
EMPLOYEES
MOBILE
WORKFORCE
(ESTIMATE)
FIELD SERVICE
EMPLOYEES
(ESTIMATE)
TOUGHBOOK
S DEPLOYED
ITRONIX/
OTHERS
DEPLOYE
D
RUGGED MARKET OVER 3
YR. PERIOD (ESTIMATE)
SPRINT 59,900 17,970 8,985 0 2,000 $62,895,000
AT&T/ SBC 162,000 48,600 24,300 24,000 $170,100,000
VERIZON 210,000 63,000 31,500 25,000 $220,500,000
QWEST 41,000 12,300 6,150 100 $43,050,000
BELLSOUTH 63,000 18,900 9,450 0 5,000 $66,150,000
ALLTEL 18,598 5,579 2,790 500 $19,527,900
CINGULAR 70,300 21,090 10,545 0 $73,815,000
COMCAST 70,400 21,120 10,560 100 $73,920,000
CABLEVISION 19,095 5,729 2,864 100 $20,049,750
COX 22,350 6,705 3,353 3,000 $23,467,500
TIME WARNER 30,000 9,000 4,500 1,000 $7,744,275
TOTAL 736,643 160,770 80,385 53,800 7,000 $781,219,425
67% 88% 12%
TOUGHBOOK MARKET SHARE

14. WHY TOUGHBOOK & MOBILITY?
• Among large mobility vendors such as Panasonic, which sells its Toughbook laptop line to
mobile field forces, sales have doubled between 2002 and 2005, says Mike McMahon,
director of workforce automation at Panasonic Comput-er Solutions. “The number one
reason [for the sales boom] is the advance of mobility in the workforce management
space. Five to seven years ago, ROI typically was a three-year payback process [based on
loaded labor rates, i.e., $55 to $95/hour for field service technicians in telecoms]. Now the
ROI payback has shrunk to three to five months because the [computer] hardware,
software and wireless technologies have become much more dependable and mission
critical,” McMahon believes.
• Field forces demonstrate a pent-up need for mobile data, according to a 2005 study by the
Aberdeen Group. Such applications as on-demand access to work order details and
scheduling, locating and identifying spare parts and warranties, and quickly obtaining
customer histories are main areas for growth. In 2004, no more than 30 percent of the
companies Aberdeen surveyed could provide real-time data access to their field forces in
any individual data category, while at least half the companies indicated they required it.
- Mobile Enterprise Magazine - May 2006

15. TELCO MARKETING BUDGET
FY '06 Budget
Field Based MDF/Co-
op. Based on $45M
Projected Total Co-op
Available Accurals Paid to Date Pending In Cap
450,000.00 450,000.00 0
Received Invoices - Vendor/Name Description Invoice # Date to CAP Invoice Amount Balance
Globalcomm 2006 25,000.00 425,000
OSP 2006 12,500.00 412,500
SCTE CableTech EXPO 2006 23,000.00 389,500
TelcommNext 2006 10,000.00 379,500
KWP 3,500.00 376,000
KWP 3,500.00 372,500
KWP 3,500.00 369,000
KWP 3,500.00 365,500
Magazines- OSP 0.00 365,500
Comm. Engrg & Design 20,026.00 345,474
US Telecom Executive Qrtly 7,500.00 337,974
Cabling Installation 26,000.00 311,974
CED Magazine ROS Leaderboard 13,662.00 298,312
OSP Email Newsletter 9,000.00 302,974
US Telecomm dailyLead Newsletter 9,000.00 293,974
US Telecomm dailyLead HotTopic 9,500.00 284,474
USTelecomm video banner 9,500.00 274,974
CED Webcast 19,500.00 255,474
BSA 102,000.00 153,474
TOTAL 310,188.00 vs. 450,000

16. TRADESHOWS
Globalcomm 2006 6/4/06 - 6/6/06
OSP 2006 6/4/06 - 6/7/06
SCTE CableTech EXPO 2006 6/20/06 - 6/22/06
TelcommNext 2007 Mar-07
KWP Various
CTIA Wireless?

17. LEAD GENERATION
• BSA SALES
WEEKLY REPORT FROM DAVID H.
FEEDBACK FROM ASMs
• TRADE SHOW ATTENDEES
• TOP 100 CABLE COMPANIES
• BOB W. – CABLE CAMPAIGN
• DOUG R. – ROCKWELL LIST – HUNTER
CAMPAIGN

18. PARTNERS

19. TOUGHBOOK AS INDESPENSIBLE TO SOLUTION
• Application to Reseller to End User Solutions
• Bob Wright – Vz CF08 / Citrix/ Intel Prof. Services
• Rockwell as model
• GE Service power as model

20. Vz WIRELESS RETAIL
CF08 to CITRIX Server - Vz Wireless Retail Stores
• Toughbook
• CITRIX
• Intel Professional Services
• New Retail Vertical?

21. GE Appliance – Servicepower Solution
GE customers have the ability to schedule a service call using one of three methods.
Customers can schedule a call:
By going to www.geappliances.com on the web
By talking directly to a call center agent
By using an automated phone system with integrated voice response (IVR) capability.
Job Booking
Methods
Web
Call Center
IVR
Service
Management
System
Dispatcher
IVR – running late /
call ahead
GPS Device
AVL tracking
Parts Lookup
MiddlewareMiddleware
Tech input screen
ServicPower
Reporting tools
Tech laptop

22. STRATEGIES & TASKS
INTEL ON TARGET COMPANIES
PERFORM THE FAST TES
BASELINE
COORDINATED SALES FOR TELECOM/ BROADBAND
RESELLER STARTER PACKAGES
ROI TOOLS
MARKETING TO FIELD EMPLOYEES
SW VENDOR/ RESELLER RELATIONSHIPS
LEAD GENERATION
INTRODUCTORY TRIALS FOR COMPETITORS
CUSTOMERS
ANALYZE COMPETITORS