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Sample of product development
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Sample of product development
managed by Michael Doble
Problem:
• The company's annual sales had plateaued at $6 million and their legacy
microwave network management product markets were declining.
Solution:
• Create through my vision the industry’s first automated RNMS solution
with the ability to monitor diagnose and correct problems independent of
the NOC administrator using IP-base monitoring technologies
• Personally developed a business plan and product requirement for a new
type of Internet Appliance (SiteAppliance), growing our market segment
from $100M to $1B.
• Negotiated and personally guaranteed $3.2 million in financing to fund
the development of the SiteAppliance.
• After 3 years of development, field trials and successful negotiating of
major purchase agreements, the SiteAppliance was released in 2000.
• Within 5 years of the SiteAppliance release, the accumulated sales
exceeded $100 million.
SiteAppliance Market
Cellular
3G
CLEC
ISP
ILEC
IEC
RBOC
CATV
Utilities
$1 Billion
Source: The Insight Group
North America only
Initial Target Markets & Customers
$22 Million 5000 units over 4 years
Contacts established
Pursuing field trial
Current customer
$24 Million 6000 units over 4 years
Shipments have begun
Corporate-wide contract
Current customer
$8+ Million 2000 units over 2 years
Corporate field trial in May/01
Arizona field trail successful
Current customer
$5 Million 1000 units over 3 years
Requires Security Function
Sold 20 units to MediaOne
OmniRemote customer
$1 - 2 Million 200 - 400 units over 2 years
Switch Traffic Monitoring
First order in Dec/00
Current customer
$2.25 Million 200 units over 2 years
Corporate wide account
Passed lab evaluation
Order in Q2/01
$.8 Million 50 units over 1-2 years
$500K order in May/01
Telephone company
Current customer
$4 - 50 Million 12000 units over 4 years
ATP Shipments have begun
Successful ATP trial, May/00
New customer
$5 Million 750 units over 3 years
$900K sold in 2000
More orders in Nov/01
18 Military Bases
$ 5.0 Million 200 units over 2 years
Field trial in Q2/01
Colo application
New customer
U.S. Military
$1-3 Million European Distributor
Signed in Oct/00
Orders have begun
New distribution channel
$12 Million 3000 units over 4 years
First order in Q2/01 from L.A.
Pursuing headquarters
Current customer
Vitelco
Competition comparison
Motorola
RBOC
Discrete Alarms to
SNMP
Serial Alarms to
SNMP
Serial Data
storage
IP Serial
Cut-thru
Router Automation Email/ Browser
IXC
CLEC
ILEC
Wireless
F1000
Applied Innovation
DPS
IMCI
ION ION
Oracom Oracom Oracom
Router, T1 D&I
NEBS, protocols
SiteAppliance
ISP
Wireless - Applications
Cellular
Equipment
Ethernet
Port
Technician
laptop
Tower Light System
Antenna Monitor
Fraud
System Ethernet
Port
Door
Access
Unit
Door
Card Swipe
Battery
Generator
Cell Site
T1
DSX
OmniRemote Serial Alarm Module 1 2 3 4 5 6 7 8 9 10 READY RX TX
ETHERNET
RESET
LAMP
TEST
PORT 10BaseT
Router Access Module RESET LINK 2 LINK1 LAN POWER
TCP/IP
SNMP
The SiteAppliance Gateway
IXC
ILEC Wireless Cable
• Collects
• Filters
• Automates
• Logs
• Converts
• Forwards
SiteAppliance
SiteAppliance
Complete Solution - 10 in 1
TCP/IP
Product Road Map
SiteApplianceTM
for SP market
Stage 1
VPN Email Browser DSL
HP OpenView
Plug-in S/W
Stage 2
SP = Service Provider
F1000 = Fortune 1000
OfficeApplianceTM
for F1000 market
RMON IP Probe Security VPN
Stage 4
Stage 3
ASP Monitor, dispatch, QoS
Over 400 Customers Strong
Private Networks
Portland GE Power
Virginia Power
Western Area Power Admin.
Colorado Public Service
America Electric Power West
PG&E
AFNET
White Sands Missile Base
State of California
Union Pacific
Norfolk & Southern
Yuma Proving Grounds
European Digital Backbone
Public Networks
Verizon
NexTel
Alltel
Bell South Mobility (Cingular)
Citizens Communications
Valley Telephone Coop
Ben Lomand Telephone
Cross Telephone
Siskiyou Telephone
Crown Communications
AT&T Broadband
US Unwired
Intermedia Communications
