Telecommunications marketing

Telecommunica+ons  Marke+ng

Daniel Jarjoura

Winter 2014

BS Telecommunications

MS Computer Science

Pre-sales Engineer

Product Manager

Innovation Manager Business Development Director

Entrepreneurship

About  me

@Djarjoura

h9p://www.linkedin.com/in/danieljarjoura

www.danieljarjoura.com

slideshare.net/djarjoura

daniel@qanubin.com

Sales  and  Marke+ng  for  Engineers

Take  it!  It’s  really  good!

What  about  you?

What  are  your  expecta+ons  for  this  course?

Some  housekeeping  rules

1/  The  course  is  made  of  4  sessions  of  3  hours  with  one  15  mins  break

3/  Presence  is  not  mandatory  but  please  refrain  from  leaving  class  while  I  speak

2/  There  will  be  no  final  exam  but  a  final  presentaBon.  The  subject  will  be  given  through  social  media

4/  ParBcipaBon  is  highly  encouraged.  If  you  don’t  speak,  I  will  make  you!

5/  The  goal  of  this  course  is  to  make  you  think,  not  replicate

Understanding  the  Telecom  Market  Environment

Understanding  the  Players  and  their  Rela+onships

Understanding  your  Future  Role  in  this  Environment

1

2

3

What  is  this  course  about?

Understanding  the  Telecom  Market  Environment

1

What  is  this  course  about?

Telecommunica+ons

That  for  some  people  telecommunica+ons  s+ll  mean  this

While  it  means

A  life  without  telecommunica+on  networks  would  mean:

No  Video  Streaming

No  smartphones  and  tablets

No  social  networks No  web  services

2  trillion?

Equivalent  to  3%  of  global  GDP

Source:  Telefonica  2011  -­‐  Eighth  Investor  Conference  

2010  Global  Telecom  Revenue  Breakdown  Worldwide  –  US$  bn

6  billion?

6  billion  mobile  subscribers

In  1960,  only  3  countries  had  more  than  1  phone  for  every  4  inhabitants1

1Countries  are:  United  States,  Canada  and  Sweden/  Source:  OECD  Communica<ons  Outlook  2011 2Source:  Interna<onal  Telecommunica<on  Union  (November  2011)  

In  2011,  Worldwide  Mobile  Penetra+on  is  86.7%2    

From  the  connec+on  of  the  HOUSEHOLD…

…to  the  connec+on  of  INDIVIDUALS…

…and  OBJECTS…

300  Million  connected  devices  in  France  in  2020  compared  to  65  million  in  2010

Source:  SFR  Presenta<on  to  Analysts  –  November  2011

Top  3  mobile  phone  manufacturers  in  2013  were:

Source:  IDC  (January  2014)  

Samsung  shipped  446M  phones,  Nokia  251M  and  Apple  153M

Top  3  smartphone  manufacturers  in  2013  were:

Source:  IDC  (January  2014)  

Samsung  shipped  314M  phones,  Apple  153M  and  Huawei  49M

Huawei???

Top  3  mobile  OS  in  2013  were:

Source:  IDC  (February  2014)  

Android  shipped  in  793M  phones,  iOS  in  153M  and  Windows  Phone  in  33M

The  top  5  operators  in  the  world  are:

Source:  Wikipedia

763M

484M 453M276M 251M

Mobile  Year  in  Review  2013

Understanding  the  Players  and  their  Rela+onships

2

What  is  this  course  about?

Networks

Services

Content

Equipment

The  Telecom  Ecosystem

Network  Operators

Who  they  are Who  they  addressHow  they  address

Mass  M

arketEnterprises

Resellers

Integrators

Mass Market Enterprise

Mass  Market  and  Enterprise

Product driven

Large target market

Single step buying process, shorter sales

Brand identity created through repetition and

Emotional buying decision based on status, desire,

Mass  Market  /  B2C

Relationship driven

Small, focused target market

Multi-step buying process, longer sales

Brand identity created on personal

Rational buying decision based on business

Enterprise  Market  /  B2B

Addressing  directly  customersExample

Stores Orange  Business  Services

1,200  shops  in  France*

Flagship  store

Source:  Orange    Investor  Day  –  May,  31  2011

+70  %  online  sales  growth  in  2  years*

+2.7M  enterprise  

customers  in  France

+31,000  enterprise  focused  

employees

Resellers

Exclusive  SFR  «  Shop  in  shop  »  in  83  Fnac  stores  (roll-­‐out  from  end  2011)

 Joint  Venture  SFR/La  Poste  (49%/51%)  Over  500K  customers  (end  of  2011)

Over  1,000  points  of  sale

Example

Agreement  signed  in  June  2011  with  #1  MVNO  Virgin  Mobile

 Agreement  signed  in  September  2011  with  #2  MVNO  NRJ  MobileA  network  of  business  resellers

Integrators

…  and  many  many  others

Different  operators,  similar  challenges?

Source:  SingTel  –  Group  Overview  Presenta<on  -­‐  December  2011

Telecom  Operators  Jargon

ARPU

Penetra+onMone+za+on

CAPEX

OPEXMarket  Share

Churn

Segmenta+on

Source:  Orange  -­‐    2  mins  to  know  everything  about  the  Group  in  2011

Source:  Orange    Investor  Day  –  May,  31  2011

Conquest  2015

From  1  market  in  2006  to  17  in  2012

Source:  Qtel  Analyst  Presenta<on  –  January  2012

Source:  Qtel  Analyst  Presenta<on  –  January  2012

Equipment  Manufacturers

Who  they  are Who  they  addressHow  they  address

Mass  M

arketOperators

Resellers

Integrators

Device  

Man

ufacturers

Network  

Vend

ors

2000-­‐2010  –  The  great  shake-­‐up

2000  champions

Inspired  by  Coste  and  Partners  presenta<on

2000-­‐2010  –  The  great  shake-­‐upand  2010  

champions

Inspired  by  Coste  and  Partners  presenta<on

Solu+ons Products

$100  Billion

Source:  Bloomberg

iTunes  Store  represented  11%  of  

Apple  revenues  in  2009

Service  Providers

Internet Payments

Consul+ng Ecosystems

$34.2  billion  in  Sales 40%  growth

$2.5  billion  of  free  cash  flow

Source:  ATOS  –  2011  Annual  Results

Source:  ATOS  Investor  Day  -­‐  October  2011

Content  Providers

Understanding  your  Future  Role  in  this  Environment

3

What  is  this  course  about?

Technical & Project Sales & Marketing

� Focused on technology

� Architecture, coordination, implementation

� 4 job families � Architecture and conception � Implementation � Monitoring and operations � Project Management

� Focused on customer

� Innovation, marketing, sales

� 2 job families � Sales and Sales

engineering � Product Management and

Innovation

The  posi+ons

� Mission and Role � Define and conceive a telecommunication network based on the

applications and services that will be used in this network

� Core activities � Translation of functional specifications

into technical realities � Cost analysis � Choice of technical equipments, RFQ

redaction � Technological orientation

� Profile � Employer: enterprises, operators,

integrators � Experience: 3-5 years + � Salary: € 50K

Network  Architect

� Mission and Role � Network Conception and Dimensioning � Implementation, integration, validation

� Core activities � Design and specification of whole or part

of a network � Network components integration � Validation and test procedures definition � Resources dimensioning

� Profile � Employer: enterprises, operators,

integrators � Experience: Beginner � Salary: € 20-40K

Telecom/Network  Engineer

� Mission and Role � Coordinate project from conception to complete implementation � Manage all project members

� Core activities � Definition of project scope � Conception of project plan � Time management � Project follow-up � Validation

� Profile � Employer: enterprises, operators,

integrators � Experience: 3-5 years + � Salary: € 40-50K

Project  Manager

� Mission and Role � Monitor network parameters and associated services � Incident management

� Core activities � Identification and diagnostic of

network problems � Correction and re-parameter of

network components � Result control and

documentation � Profile

� Employer: enterprises, operators, integrators

� Experience: Beginner � Salary: € 20-40K

Monitoring  and  Opera+ons

� Mission and Role � Sell his company’s products to selected market � Make money

� Core activities � Customer prospection � Products presentation � Negotiation � Financial reporting � Market feedback

� Profile � Employer: suppliers, operators,

handset makers � Experience: Beginner to

experienced � Salary: € 20K – 100K

Sales  Manager

� Mission and Role � Accompany sales manager � Technical expert with sales skills

� Core activities � Detailed product presentation � RFQ answer � Participation in initial

implementation phase � Feedback to Product

Management � Profile

� Employer: suppliers, operators, manufacturers

� Experience: Beginner to experienced

� Salary: € 35K – 50K

Pre-­‐Sales  Engineer

� Mission and Role � Define product functionalities and scope � Manage market expectations

� Core activities � Product functional

specifications � PNL Management � Industry conference

participation � Market analysis

� Profile � Employer: suppliers,

operators, manufacturers � Experience: 3-5 years + � Salary: € 35K – 50K

Product  Manager

Thanks  so  much  for  listening  and  let’s  stay  in  touch!

facebook.com/daniel.jarjoura.1

@Djarjoura www.danieljarjoura.com

slideshare.net/djarjoura

daniel@qanubin.com

h9p://www.linkedin.com/in/danieljarjoura