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1、LEAP,Presented by:Eric Pelander,May 21,2002,2023/7/6,Copyright IBM Corporation,2002,2,Contents,Subject or context Major idea or recommendation Benefits or value propositionEvidence and analysis Detailed recommendations and actions,2023/7/6,Copyright IBM Corporation,2002,3,This Effort Is Designed to
2、Assist the XYZ Company to identify Wireless Market Opportunities,Define the Wireless Marketplace and Its Evolution,Describe and Size Wireless Markets,Identify XYZs-Addressable Markets,Key market players and dynamicsIBMs perspective on the key strategic issuesNear-term evolution of the wireless marke
3、t,Application markets and sizesDevices markets and sizesInfrastructure markets and sizesCurrent players in each market and relative strengths and weaknesses,Identify and describe XYZ-addressable marketsEvaluate the size of the impact that XYZ can makeIdentify critical success factors,XYZs objective
4、is to gain insight into the evolution of the wireless market in order to identify market opportunities for XYZ,Identify Un-Addressed Opportunities for XYZ,Market compositionKey playersCritical success factorsEvaluate opportunities against XYZ capabilities,customers,channels,and technologies,SUMMARY
5、CONCLUSIONS,Subject-Context,2023/7/6,Copyright IBM Corporation,2002,4,Internet Channels Will Provide Incremental Leads and Revenue,IBM believes there is a substantial opportunity in the online leasing marketXYZ Company should target the following customer segments:Professional Services and Manufactu
6、ringIT,office,and manufacturing collateral classesSmall business,small ticket marketThese customers should be targeted with a multi-channel approach:IndirectAggregatorsDirectThe major channel to these customers will be the indirect one-through Internet intermediaries that give access to the customer
7、 at the point of transactionEach of these channels appeal to customers with unique buying behaviorsCompetitors are moving into the online leasing space;XYZ Company should move quickly,Major Idea-Recommendation,2023/7/6,Copyright IBM Corporation,2002,5,XYZ Company Should Simultaneously Pursue Three I
8、nternet Channels Through a Variety of Partnerships,Target Partners,Channel,Offering,Competitive Intensity,Direct,Traffic drivers for target segments,Educational contentOnline applicationsAutomated credit decisioning,Medium;building among start-up funding aggregators,traditional lessors,and banks,Ind
9、irect,Online StorefrontsOnline exchangesOFPs,Automated credit decisioningEducational contentOnline applications,Medium;aggregators and lessors are moving towards partnering with online vendors,Aggregator,Aggregators that allow competitive differentiation beyond price,Lease funding and fulfillmentAut
10、omated credit scoring,Low,though VC is pouring into this space,Channels Are Ranked by Relative Priority,Target Segment,Rookie,Established,Savvy,EXECUTIVE SUMMARY,Major Idea-Recommendation,2023/7/6,Copyright IBM Corporation,2002,6,The Indirect Channel Is the Highest Priority,Our research into custome
11、r behaviors suggests that customers are most likely to lease at the point of purchaseEquipment vendors will drive significant online transaction volumeThis channel allows XYZ Company to leverage its core competency of sourcing deal indirectly:Early indications suggest that online equipment aggregato
12、rs and vendors require a smaller fee for deal referrals than offline lease brokers requireA growing number of online equipment vendors currently offer leasing:Branded and unbranded strategies are being used,EXECUTIVE SUMMARY,While the indirect channel will drive the most immediate revenue impact,XYC
13、 Company should also pursue the direct and aggregator channels in parallel.,Major Idea-Recommendation,2023/7/6,Copyright IBM Corporation,2002,7,Based on the Estimated Volume,Online Revenue and Gross Income Grow Rapidly,Source:Forrester,ELA,US Census,IDC,XYZ,IBM,$Millions,$Millions,EXECUTIVE SUMMARY,
14、Key Assumptions,High Adoption,Low Adoption,Benefits-Value Proposition,2023/7/6,Copyright IBM Corporation,2002,8,The cable triple play offering significantly overlaps with XYZ s core residential service offerings,Competitive Threats,Cable,Wireless Sub.,Portals,Description of Service,Description of Th
15、reat,The cable triple play consists of three basic services:Broadcast TVHigh-speed dataCable telephonyAncillary services include:Video-on-demandVideoconferencingHome security,Cable providers already sell services to a large majority of the U.S.populationThe cable footprint covers nearly the entire U
16、.S.home populationThe take rate for service is approximately 65%Cable providers are currently digitalizing their networks and deploying high-speed data services which compete directly with XYZ s high-growth DSL serviceCable providers are beginning to deploy cable telephony which will compete directl
17、y with XYZ s core residential serviceCable telephony will become increasingly more of a threat in the next couple of years as the DOCSIS standard for VoIP becomes implementedHFC cable maintains a competitive advantage over DSL in terms of bandwidth capacity which allows for additional service offeri
18、ngs including video-on-demand and videoconferencing Cable providers will offer broad and attractively priced bundles to encourage consumers to switch to cable telephony,Cable Triple Play Threat,Evidence-Analysis,2023/7/6,Copyright IBM Corporation,2002,9,Cable offerings will continue to emerge as the
19、 digital cable footprint reaches nearly 90%of passed cable homes by 2005,Cable companies have already updated a large majority of their networks and are projected to sell ancillary services at a steep rate of penetration,Competitive Threats,Cable,Wireless Sub.,Portals,Source:Deutsche Bank equity res
20、earch 9/06/01.,U.S.Digital Footprint1998-2005,U.S.Digital Service Take Rate1998-2005,As of 2Q:01,9.3 million homes were cable telephone ready with 1.2 million subscribers,Evidence-Analysis,2023/7/6,Copyright IBM Corporation,2002,10,Even though DSL and Cable Modems have similar take rates,Cable modem
21、s will dominate due to it larger addressable market,High-speed Data Subscribers21999-2005,Due to the fact that DSL access is limited to those customers who reside close to a DSLAM,the cable modem addressable market will exceed the DSL addressable market by 30 million homes by 2005,Competitive Threat
22、s,Cable,Wireless Sub.,Portals,58%,37%,39%,55%,54%,38%,36%,53%,53%,35%,MSDW equity research 6/29/01 and Deutsche Bank equity research 9/06/01CIBC World Markets,Equity Research.SalomonSmithBarney equity research 8/20/0 and Deutche Bank equity research 9/06/01(includes residential an commercial DSL sub
23、scribers),Broadband Subscribers(millions),DSL vs Cable Modem Take Rate11999-2005,As of 2Q:01,XYZ had 360K DSL subs out of 3.7M DSL ready homes(9.8%)3,Evidence-Analysis,2023/7/6,Copyright IBM Corporation,2002,11,Cable providers have the opportunity to layer on new service offerings with only marginal
24、 incremental capital expense,Incremental CapEx per Subscriber for Additional Service Offerings1,Cable providers have the opportunity to update their cable lines at$1,422 per subscriber to increase the average monthly subscriber revenue by$124 to$194 per month,Competitive Threats,Cable,Wireless Sub.,
25、Portals,Assumes capital expenditures over a 6 year period discounted at 13%and switch-based cable telephony.Assumes no discount on bundled services,modest take rates and switch-based cable telephony.Source:Bear Stearns equity research 5/01,ABN Amro equity research 6/0,Deutsche Bank equity research 9
26、/06/01 and IBM analysis.,Incremental Capex per Subscriber,Revenue per Subscriber per Month for All Service Offerings2,Revenue per Subscriber per Month,$194,$1,422,Incremental Revenue,Evidence-Analysis,2023/7/6,Copyright IBM Corporation,2002,12,Attractive EBITDA margins allow cable providers to quick
27、ly reach breakeven on new service offerings,Incremental EBITDA per Subscriber per Month For Additional Service Offerings1,Assuming a 15%take rate,cable providers can recoup their investment in switch-based telephony in 34 months,Competitive Threats,Cable,Wireless Sub.,Portals,Assumes a 35%revenue sh
28、are with ISP for HSD and switch-based cable telephony.Assumes modest take rates and switch-based cable telephony.Source:Bear Stearns equity research 5/01,ABN Amro equity research 6/0,Deutsche Bank equity research 9/06/01 and IBM analysis.,Incremental EBITDA per Subscriber per Month,Payback Period fo
29、r AdditionalService Offerings2,Months,34,EBITDAMargin,57%,29%,45%,45%,14,26,5,Evidence-Analysis,2023/7/6,Copyright IBM Corporation,2002,13,Strategic Implications of Our Work Are,To achieve positive EBITDA and cash flow XYZ s business needs to improve dramatically along two critical dimensions:Immedi
30、ate reduction and subsequent control of operational costsSubstantial revenue growth driven by new customer acquisitionWhile a mix of actions may be implemented to improve the ongoing cost structure,new customer acquisition remains essentialIt is therefore imperative that XYZ create a new customer ac
31、quisition strategy based on a more detailed understanding of the market and customer needAssuming the revised management plan(base case)is successfully implemented,XYZ will still require minimum additional funding of$130 million and a new capital injection by August of 2001However,given that the man
32、agement plan assumes flawless execution against a demanding set of improvements in all aspects of the business,contingency plans should be considered immediately;these could include more drastic operating improvement and/or acquisition,STRATEGIC IMPLICATIONS,Recommendations-Actions,2023/7/6,Copyrigh
33、t IBM Corporation,2002,14,Operational Implications Are,Broaden focus on SMC improvements from cycle time to also include productivity improvement over timeContinue effort to migrate network to a data center focus and eliminate POPsContinue focus on channel partners as a source of customersContinue t
34、o pursue customer purchase of equipmentConduct business cases including break-evens and market assessments for new product launch decisions(e.g.,software provisioning,direct attach storage,development environment)Conduct business cases around any initial investments requested by channel partners;adj
35、ust terms to ensure partner delivers on their portion of obligations,OPERATIONAL IMPLICATIONS,Recommendations-Actions,2023/7/6,Copyright IBM Corporation,2002,15,Operational Control and Tracking Implications of Our Work Are,Define and assign product codes for all expenses and POs,assets,and GL entrie
36、s so that costs can be tracked by productProvide an integrated data source for customer orders including(product)line items ordered,servers on line,bandwidth usage and discounts,that can be sorted by product and customerReview expenses against budget with each operating manager,director,and AVP mont
37、hly to ensure accountability for expenses and capital at every levelCreate linkages between circuit cost information in the GL and utilization statistics in Engineering for a single source of circuit economic dataIdentify and resolve recurring expenses in the general ledger which are miscoded(for de
38、partment),OPERATIONAL IMPLICATIONS,Recommendations-Actions,2023/7/6,16,IBM Strategy&Change Practices Presentation Format Template,All Rights Reserved,2023/7/6,17,Any preliminary or disclaimer text can go here.For example:This PowerPoint template is primarily intended for documents meant to be read o
39、r used as a“leave behind.”It may be used for either color or black and white printouts.Presentations intended for delivery to a large audience in a large room should use the template with the dark color background.,Introduction,2023/7/6,18,Contents or agenda page,Framing the issuesComponents of loya
40、ltyCustomer lifetime value analysisIdentifying loyalty driversMoving forward,Note that the contents/agenda items are written in sentence case.Title the page“Contents”if the document is meant to be read or is a“leave behind.”Use“agenda”if the document will be presented formally.This page should appea
41、r at the beginning of each section,with the highlighted section appearing in teal/bold and with an arrow in front of it.,Agenda,2023/7/6,19,Contents or agenda page with sub-topics,Design elementsBasic elements Color paletteCapitalizationIconic TrackersText layoutsBulleted textPlace cardsEnhanced lis
42、tsQuotesGraphic layoutsGraphsTables and matricesDiagramsScreen shots,Remember to change the document title tracker(found on the Slide Master)when you create a new document.It should match the name of the PowerPoint file.,Design elements,2023/7/6,20,Design elements in this template are based on sever
43、al factors,The font Bodoni is used in the“IBM Strategy&Change”headerIBM currently uses Bodoni in its Global Services logo as well as in its e-business logosA pixelated arrow is used as a kicker box indicator and to indicate Contents/Agenda item selectionIBM currently uses the same pixelated arrow on
44、 their Web siteThe arrow is made up of small squaresThe gray,square dotted line under the page header echoes the square dots used in the pixelated arrowThe line does not run the entire width of the pageSince the line is gray and dotted,it does not compartmentalize the page as would a solid black lin
45、e,Design elements basic elements,Example of e-business Logo,Source:Elements are separated by semicolons;Elements are separated by semicolons,with no period,2023/7/6,21,This is the headline,which should typically be writtenas a complete sentence,The headline is Arial,20 point,bold,blackIt should not
46、be resizedIt should not have more than two linesWhen a headline is two lines long,choose a division that is grammatically logical and aesthetically pleasingIdeally,the top line should be moderately longer than the lower lineAvoid dividing articles from nouns,prepositions from prepositional phrases,v
47、erbs from nouns,etc.The text above the headline is called the“running header”or“breadcrumb”It is Arial,12 point,lowercase,plain,light graySub-topics are preceded by“”and sub-subtopics are preceded by“”Include the header even if the document is short and has no sections(put the title of the document
48、in there in such a case),Design elements basic elements sub-sub-sections if necessary,Subtitles Are 16 pt.,Bold Teal,and in Title Case,2023/7/6,22,This color palette is based on the IBM Global Services Consulting Web pageThe use of blue,teal,and gray creates a somewhat monochromatic palette that is
49、both sophisticated and soothing,Select from the palette shown below for graphsand other color elements,Color PaletteThe fewer colors used the better,Design elements color palette,IBM Global Services Web Page,R-16G-136B-218,R-24G-130B-125,R-113G-24B-210,R-255G-0B-0,R-185G-185B-185,R-150G-150B-150,R-0
50、G-91B-160,R-253G-138B-59,Additional colors if needed,2023/7/6,23,Subtitles and chart/graph titles continue to use title case,In general,the first word and all nouns,pronouns,verbs,adjectives,and adverbs should be capitalizedShort articles and prepositions are lower case;those more than four letters
