Placeware Marketing Model

John Inman, Director Marketing Programs

Market Model For Financial Departments

Segmented per vertical


Contribution of Financial Departments

Objectives of Plan

Help penetrate

financial departments

within existing

accounts

Help penetrate new

accounts through the

financial departments

High Tech

Financial Svcs

Pharmaceutical

Prof Svcs


Presentation Outline

Introduction

Financial Departments

Definition of PlaceWare solutions

Applications and messages

Vertical opportunities

Summary


Model for Financial Departments

This model defines the dollar opportunity for all

financial departments including Investor Relations

within the framework of the verticals defined.

Technology

Financial

Pharmaceutical

Professional services

The estimates are for the financial departments in

our four verticals as Investor Relations is not

considered a vertical, it is a horizontal discipline.


Market Segmentation

From each market segment, I will estimate

what the market opportunity is within the

financial departments, how we will

strategically capture that market opportunity,

and what the marketing message will be to

insure that we do capture that market

opportunity.


Corporation Financial Departments

Product opportunities differ depending on the

financial function within the organization

CFO’s and Treasurers

Collaborative meetings are the norm

Most are still in person meetings

Road shows are critical

Most are still in person meetings

IRO’s (Investor Relations Officers)

Broadcast events are the norm. Little time to prepare

and cast as tightly as a presidential speech.

Webcasting is dominant. Players include CCBN, Vcall,

Shareholder.com, bestcalls.com, broadcast.com, and

on24.com just to name a few. The field is crowded!


As a Function, IR Past to Present

In the past, IR for many organizations has been a

position without major recognition or power. The

function could have been a mar/com or PR function for

financial management.

With the SEC Fair Disclosure ruling now in force and

building value for stock critical for organizations, the

game has radically changed, opening the door for

technology. The Shareholder.com CEO stated that only

10% of corporations were using web communication 1

year ago. Now it is becoming the norm. Their firm is now

producing 1000 events per year and growing.


IR Present and into the Future

The IR function is quickly developing into a strategic

communication function for the corporation, heavily

aligned with the corporation’s financial and strategic

planning. It is crucial for IR Officers to be able to

develop the corporation message, get it out to the

corporate constituencies, make sure it is well

understood, and provide feedback to the corporations

officers and board. ! The IRO must deliver Superior

Shareholder Value for the board!


PlaceWare Solutions

For the purposes of this presentation, the solutions I

have defined are:

Conference Center 2000: The discussion of this solution

includes hosted services

Forum: The discussion of this solution is almost always in

conjunction with CC2K supporting the sales and stickiness

of CC2K

Meeting Center 2000: The discussion of this solution

always includes My PlaceWare Pro as an introduction path

to MC2K

Solution Providers: These are re-sellers of our above stated

solutions.

Content Providers: These are companies that use our

above stated solutions to sell their products


Applications for PlaceWare

Meeting Center 2,000

Conference Center 2,000

Forum

My PlaceWare Pro&

&


MC2k Applications for Financial Depts.

Press and analyst updates

Presentations to

underwriters and insurance

brokers

Financial printer drafting

sessions

Planning for financial road

shows

Briefing sessions with

portfolio managers

Buy side conference

participation and interface to

corporation

Investment banking meetings

Collaborative meetings with

legal counsel

Annual and quarterly report

design and collaboration

IR consultant meetings

Commercial banking meetings

Merger or acquisition

collaborative meetings

Road shows for rating’s

meetings

Activities where web conferencing can be used to reduce

or eliminate travel for CFO’s, Treasurers, and IRO’s


MC2K/My PW Pro Message to Finance

Your schedule is busy and the last thing you want to do is

jump on a plane and fly to another meeting. Tomorrow's

meeting? How about fighting traffic for a couple hours. No

wonder you feel over worked and over stressed! The barriers

to collaboration between you and your extended financial

community can be daunting! You need to collaborate to make

decisions but there are not enough hours in a day to meet the

demands for your time. PlaceWare's Web Meeting Center

solutions deliver! Be effective, get your meetings done, and

have time left over at the end of the day without ever leaving

your desk. PlaceWare's Web Meeting Centers, your solutions

for an impossible schedule.


CC2K Applications for Financial Depts.

Target applications include any opportunity to add value to

broadcast communication

Corporate quarterly and yearly earnings calls

Corporate Virtual Road Shows

Major corporate announcements

Acquisition announcement

Pre quarter PR announcement

New product announcement

Strategic Partnership announcement

Market expansion announcement

New Location announcement

Major client announcement

Any other announcement that can add to stock valuation


CC2k Message for IR and Wall Street

No matter how the market moves, you can always break through.

PlaceWare Web Conferencing can help your company show your true

value using a Web browser and a phone.

As an IR professional, you know how important it is to impress Wall

Street. Because how you're received has a direct relationship to how

your company is valued. PlaceWare Web Conferencing can give your

company an advantage by combining the audio of a traditional

earnings conference call with the visuals of your company's

corporate presentation. And unlike webcasting, PlaceWare Web

Conferencing gives analysts, investors, or institutions the

opportunity to ask questions and give feedback in real time. Web

Conferencing helps the constituents that matter see and hear why

your company matters.

You presented. Your value was recognized. The market was moved.

And the walls came down.


Forum Application for Financial Depts.

One location on corporate web site for all Corporate

Communication insuring that the company message is

delivered to and understood by the investment community

Client Corporation controls what is posted and when it

is posted, not leaving critical messages impacting

stock valuation to out side discretion

Client Corporation draws investment community to its

site rather than sending to other sites for messages

Branded entry point into corporate web site creating

consistent look and feel to investment community

Collect critical data on constituencies as they access

web site

Insure public availability of current and past events

Valuable addition to CC2K solution, value for client


Forum Message to Financial Depts.

It’s time for you to take control of your message to the financial

community. Create one location at your web site for Wall Street to

experience your corporate message, the way you want it delivered!

PlaceWare’s Forum makes it happen!

Draw your investment community to your branded IR site and then track

their activities and collect important information from them while they

make choices, answer questions, enroll in events. Create a positive web

experience for them to keep them coming back to you for their

information. Be confident that you are keeping a real time pulse on the

mood, needs, and requests of these critical community members. Take

this collected information and use it to proactively provide communication

back to them, insuring that they have the information they need to help

you maximize your stock valuation..

They came to the Forum. Your message was understood. Your

corporations stock price valuation was enhanced!


Vertical Opportunities

2.4 million in Technology

3.6 million in Financial

1.2 million in Pharmaceutical

.6 million in Professional Services


Technology Industry


Technology Industry

CC2K, Forum, and MC2K are the primary

growth drivers in Technology.

I estimate the total technology vertical revenue

in 2001 to be 24 million and I estimate that we

will contribute about 2.4 million from the

financial departments or about 10% of the total.

This segment tends to be an early adopter

segment so the movement we get in CC2K and

Forum for the financial departments will

probably be greatest in the technology vertical

MC2K should be the predominant mover in the

vertical for financial departments


Financial Industry


Financial Industry

MC2k is the primary driver in this vertical.

CC2K and Forum to a lesser degree and

service provider partnerships a possibility.

I estimate the total Financial Vertical revenue in

2001 to be 18 million and I estimate that we will

contribute about 3.6 million from the financial

departments or about 20% of the total.

The major contributor to revenue from this

industry will come from MC2K. Little

competition and a huge need.

Service Provider partnerships are a week

possibility and worth some effort


Pharmaceutical Industry


Pharmaceutical Industry

CC2K and MC2k are the primary drivers in this

vertical and Forum to a lesser degree.

I estimate the total Pharmaceutical Vertical

revenue in 2001 to be 12 million and I estimate

that we will contribute about 1.2 million from

the financial departments or about 10% of the

total.

This is a strong growth industry and the

industry has strong communication needs in

the financial departments.


Professional Services Industry


Professional Services Industry

MC2k and CC2K with Forum are the primary

drivers in this vertical.

I estimate the total Professional Services

Vertical revenue in 2001 to be 6 million and I

estimate that we will contribute about .6 million

from the financial departments or about 10% of

the total.

We have made some excellent inroads with the

service provider model in this industry. This

seems to be in the product side of the house

rather than in the financial departments.

Many companies are L.L.C.’s, L.L.P.’s, or other

types of partnerships reducing need in IR


Revenue Model for 2001


Contribution from Financial Depts.

The total contribution is estimated at about

$7.8 million and is comprised of the following:

$2.4 million from Technology

$3.6 million from Financial

$1.2 million from Pharmaceuticals

$.6 million from Professional Services


Summary

This is how the opportunities break down:

Technology

-CC2K with Forum good opportunities and MC2K as the

primary opportunity

Financial

- MC2k primary opportunity with CC2K and Forum strong

possibility for growth

-Corporate web sites via partnerships with service providers is

a possible opportunity

Pharmaceutical

- CC2K and MC2k are primary drivers and Forum to a lesser

degree

Professional Services

-MC2k and CC2K with Forum are primary opportunities

-Financial Portal providers may be classified as professional

services and if so, Corporate web sites via partnerships with

service providers is a possibility

Documents

Placeware Marketing Model