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Course on telecommunication marketing to TCOM EPITA students
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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
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
h9p://www.linkedin.com/in/danieljarjoura
