systems integration. outsourcing. infrastructure. server
Post on 13-Sep-2014
691 views
DESCRIPTION
TRANSCRIPT
Systems Integration.
Outsourcing.
Infrastructure.
Server Technology.
Consulting.
Research Activities @ Unisys
Sara GriffithSFN Partners MeetingParis, February 14, 2003
2
Overview
Introduction
Organizational Update
Unisys Research Activity
Systems Integration.
Outsourcing.
Infrastructure.
Server Technology.
Consulting.
Organizational Update
4
Joining Forces: Comms and Media
The Opportunity: Powerful content, tailored delivery
More Revenue. Real Results.
Content
MediaDistribution
CommsMore
revenue from new media and
dist. channels
More revenue from new media and
dist. channels
More Revenue from quality content with specialized distribution (TV, Paper, Radio)
More Revenue from connections and content distribution (Web, Mobile, Phone)
5
More Revenue: Communications/Distribution Engine
6
Content DistributionMore revenue from:
•Hosting•Mobile
Delivery• InteractiveC
ontent
More revenue from:
•Hosting•Mobile
Delivery• InteractiveC
ontent
Media Content Engine
• Editorial Solutions• Digital Assets• Advertising
Communication Revenue Engine
• Market Source • Messaging +• Enterprise +• Revenue +
Bring together our media & comms clients
7
The Unisys Comms/Media AmbitionThe Unisys ambition is to generate more revenue for our clients by creating and managing a powerful connectivity platform that links customers with content.
We will do this by investing in solutions and product offerings that maximize the creation, preparation, retrieval, and storage of content so that it can be transported in a variety of ways - over the web, via mobile phones and PDAs, in print and over the television.
The end result is the ability for our clients to generate more revenue because they are able to deliver the right content to the right customers at the right time -- using the channels most preferred by their customers.
At 3GSM, we will present our vision, entitled, the Unisys Comms/Media Revenue Constellation, and our plans to make it a reality for our clients and the industry.
Systems Integration.
Outsourcing.
Infrastructure.
Server Technology.
Consulting.
Research Activities
9
Secondary Research Primary Research
Research FocusWhat information do we wish to obtain?
Industry analysis
Market sizing data
Market trends
Competitive data
Client satisfaction
Brand awareness
Requirements analysis
Solutions comparisons
10
OrganizationWho’s doing what?
Centralized market research organization
• Manage macro level market, trend & competitor analysis; analyst contracts and reports
• Advise on secondary research sources; aid primary research activities thru internal or external resources
Industry-centric marketing departments (media, comms, finance, etc.)
• Gather, monitor and manage vertical market data
• Analyze media market, trends & competitors
• Manage relationships with media trade organizations & analysts
• Perform media-specific marketing research
11
Industry analysis
Market sizing data
Market trends
Competitive data
Methodology /Sources How do we obtain it?
Secondary Research
• Analysts & analyst reports
- IDC, Gartner, Seybold…
• Trade Associations & trade publications
- WAN, IFRA, NAA, NAB, FIPP…
- World Press Trends
- IFRA Special Reports…
• Other: lists/databases
- E&P Yearbook
- TBI Yearbook (Television Business International)
12
Why do we do it?To drive business planning & investments
Macro IT market trends
Macro hardware, application software and services trends
Industry/market growth rates
Main sources: Gartner, IDC
Drive business planning
Formulate 3-year strategic plan at Corporate level
Identify growth opportunities
Support investment decisions
Industry Analysis
13
Why do we do it?To identify market growth opportunities
Market Sizing
Media & Communications Market Assessments
Market size
Market CAGR’s
Segment attractiveness
Drive business planning
Formulate 3-year strategic plans at business unit level
Develop G2M plan
Support investment decisionsMain sources: Gartner, IDC
14
Why do we do it?To monitor market evolution and key requirements
Journalist, Editor and IT department needs & requirements
Advertising, readership data
Advancements in multimedia news gathering & distribution
Technological advancements (XML, SOAP…)
Align solutions to market
Develop communications plan & messaging strategy
Identify thought leadership opportunities
Identify potential partnerships
Market Trends
Main sources: Seybold, IFRA, WAN
15
Why do we do it?To ensure a unique value proposition
Competitive Data
Editorial, Advertising, Consulting market players
Win/loss analysis
Feature/Function analysis-solutions comparisons
Financial/strategic analysis
Create solution value propositions & differentiation statements
Monitor and adjust pricing strategy
Provide input for solutions management & development groupsMain sources: Seybold,
Cole/Cole Papers, E&P, competitor web/press bits
16
Primary Research Why and How?
Primary Research
• Take a snapshot of the industry at a given moment in time
Vehicles
• Telemarketing/Surveys – gauge market readiness to replace a new system; assess timeline for purchase
• In-depth interviews – understand C-level issues for new market
• Conjoint analysis – perform a hi-level solution component analysis
• Consultants & Analysts – obtain neutral report on an issue/trend/competitor
Execution
• Central marketing research group
• External research agencies
Client satisfaction
Brand awareness
Requirements analysis
Solutions comparisons
17
What do we want to gain from the WAN partner forum?
Uncover new methodologies, exploit existing research and share experience from partners
Discover new sources of data and communications vehicles, especially for new markets: Magazines, TV/radio, Media & Comms
• Experience at Folio or FIPP?
Build thought leadership opportunities with other partners
• Co-author white papers with SFN partners
• Jointly sponsor a study of mutual interest
18
Summary
Research critical to Unisys strategic planning, go-to-market strategy, positioning and marketing communications
Strategic goal:
• Augment Unisys and SFN as thought leaders
