convergence or convenience go-to-market implications katrina lowes vp, marketbridge jon pelson chief...
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Convergence or ConvenienceGo-to-Market Implications
Katrina Lowes VP, MarketBridge
Jon PelsonChief of Convergence StrategyBT plc
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www.market-bridge.com© 2007 MarketBridge
Marketing Management Marketing Services
Sales & DistributionManagement Sales Services
Consulting Execution
Sal
esM
arke
tin
g
MarketingSciences
Differentiating PrinciplesGo-to-market focusIntegration of hybrid marketing & salesStrategy through market executionAnalytic core competencyPerformance driven
Sector FocusTechnologyCommunications & MediaFinancial ServicesLife SciencesOther SMB Markets
Global ScaleWashingtonSan FranciscoLondonTorontoPhiladelphia
About MarketBridge
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www.market-bridge.com© 2007 MarketBridge‹#›
Some Interesting Market Facts
“In Europe, in-use mobile phones already
outnumber the population, with
penetration at 103%”
By 2010, there will be 10 devices connected to the network for every person
using them; the network will need to support 5 billion
connection pointsThe Economist, April 28, 2007
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www.market-bridge.com© 2007 MarketBridge‹#›
Some Interesting Market Facts
By 2010, there will be 10 devices connected to the network for every person
using them; the network will need to support 5 billion
connection points“Apple has shipped over 1 billion IPOD devices to date and
none have been connected to a network…yet” Apple Press Release, April 9, 2007
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www.market-bridge.com© 2007 MarketBridge‹#›
Some Interesting Market Facts
By 2010, machine to machine traffic over public networks is likely to exceed
people to people traffic
By 2010, there will be 10 devices connected to the network for every person
using them; the network will need to support 5 billion
connection points
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This Vision is Just Around the Corner
Source : Economist May2007
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80%We Found Them
75%We Found Them
20%They Found Us
25%They Found Us
Decision MakersDecision Makers InfluencersInfluencers
Did the Tech buyer find the Vendor or Vice-versa ?
Sales Cycle Expansion 2005 - 2007
Changing Customer Behavior
# Participants in the Buying Process
100 to 500 employees100 to 500 employees 501 to 1000501 to 1000 Over 1000 employeesOver 1000 employees
6.8
13.5
21.0IT Purchase over $25k
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80% of respondents said device, application or
network
Only 20% talked about ease of use for customers
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So What Do You Think Convergence Means?
We asked the question
‘What does convergence mean to you?’
“Bringing together multiple solutions to provide an ease
for the customer”
“Provide the average consumer with seamless,
always-on multimedia communications across
various delivery networks and end user devices”
“Convergence is initially going to be a car crash”
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Hardware
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Software
Communications-Enabled Applications
Exponential Bandwidth
Hyperconnectivity
Megatrends Driving Convergence
Service
Content
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in computer networking is an accelerating market trend in which all things that can or
should communicate through the network will communicate through the network.
Person-to-person Person-to-machine
Machine-to-machineIt is fueling huge increases in bandwidth demand and changes in communications because of the
complexity, diversity and integration of new applications and devices using the network.
Hyperconnectivity …..
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Are you prepared for the Convergence battle?
….Of Course, There Are Other Definitions
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….Or Our Personal Favorite
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….Don't Believe Us About Schizophrenia ?
……there are no longer clearly defined boundaries, everything is connected
“I am a sales person” “I am a marketer”
Will work for
food !!
“I am a sale-keter!”
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….Still Don't Believe Us About Schizophrenia? !
“I am a music player!” “I am a notebook” “I am a phone ”
……crossing the business and personal boundaries, with the single concern of staying
connected
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….One Last Attempt, Not Schizophrenia ?!?!
Cost is directly related to the character length of the descriptor !
“I am a product”
“I enable people who are not even in the
same room to speak” (47)
“I am a solution!”
“I am the sales connector 2000, delivering customer sales
conversations to your sales teams when and
where they need them”(99)
“I am a service”
“I create executive productivity gains through data and
knowledge sharing”(63)
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TECHNOLOGYTECHNOLOGY
MARKETING
SALES
FINANCEPRODUCT
SYSTEMS SERVICE
APPLICATIONSDEVICES
SOFTWAREHARDWARE vs
vs
vs
vs
Decision Table
Decision Table
The Challenge Goes Beyond Technology
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TECHNOLOGYTECHNOLOGY
MARKETING
SALES
FINANCEPRODUCT
SYSTEMS SERVICE
APPLICATIONSDEVICES
SOFTWAREHARDWARE vs
vs
vs
vs
Decision Table
Decision Table
So What are the Implications for Go-To-Market Strategy?
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Personal Experience Matters
Global Banking View accounts in multiple
countries Access via any device
BUT
Separate log-in and password in each country
Different security procedures
Customer Services can’t see both profiles
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Expectations are High
The Challenge – Book Two Flights Online
BA Internet HelpdeskMumbai
HSBC Telephone
BankingUK
MeWashington
DC
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Issues • Connecting and incentivizing all parts of the business to deliver compelling solutions, not products • Developing products, services and solutions that are channel ready• Delivering a holistic and world-class customer experience throughout the entire customer life cycle from the first marketing touch to daily customer management
MARKETING
SALES
FINANCEPRODUCT
SYSTEMS SERVICE
The Challenges Inside Your Business
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Issues • Marketing to multiple buyers• Selling to functional and financial/IT buyers in business• Ensuring experience lives up to sales messages for consumers• De-mystifying complex solutions to solve simple transaction issues• Marketing and selling with and through partners – co-opertition• Maintaining marketing & sales dialogues over extended periods
Decision Table
Decision Table
The Challenges Going to Market
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TECHNOLOGYTECHNOLOGY
MARKETING
SALES
FINANCEPRODUCT
SYSTEMS
SERVICE
APPLICATIONSDEVICES
SOFTWAREHARDWARE vs
vs
vs
vs
Decision Table
Decision Table
Experience Matters
Not about smaller, faster or more feature laden It’s about ease, simplicity, experience
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Who Will Champion Experience?
Why Not You?
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www.market-bridge.com© 2007 MarketBridge
Thank You
Katrina Lowes
Vice President
Tel +1 301 841 5952
‹#›
Jon Pelson
Chief of Convergence Strategy
BT plc
Tel +1 703 953-4984