Technology Marketing Aricent

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Technology Marketing _at_ Aricent

• November 2008

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Agenda

• Aricent at a Glance
• Our Positioning
• Technology Marketing _at_ Aricent
• Technology Adoption Life Cycle
• Marketing Objectives
• Marketing Funnel
• Marketing approach
• Inbound Marketing
• Outbound Marketing
• Case Study

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Aricent at a Glance

• Strategic supplier to the leaders in the
  communications industry
• 8000 employees
• Corporate Offices in Palo Alto, CA Offices in 19
  countries
• Owned by KKR, Sequoia Capital and Flextronics
  International

Revenues (M USD)
382
297
238
New Customers
48
71
72
FY 06
FY 07
FY 08
Aricent is a global innovation, technology and
outsourcing company focused exclusively on
Communications. 
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Our Mission
Aricent co-creates along with our customers
the worlds most innovative communications
products and services.
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Our Customers
Service Providers
Applications Devices
Infrastructure
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Our Positioning
Telecom RD - Focused
Alcatel Lucent
Aricent
Vodafone
NSN
Cisco
Airtel
Motorola
Freescale
IT Small Presence
IT Focused
Wipro
Honeywell
Cypress
Infosys
Telecom RD Small presence
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Technology Marketing _at_ Aricent

• A market is defined as
• a set of actual or potential customers
• for a given set of products or services
• who have a common set of needs or wants
• To define a technology market we add,
• The members of this market have the tendency to
  reference each other when making buying decisions

Products/Services Multimedia services, gaming,
mobile commerce
Need Faster data rates and lower latency for
better user experience
Solution 4G technologies LTE, WiMAX, UMB
Market players NSN, Nortel, mimoOn, Picochip are
pioneering work in LTE. Other companies are
catching up.
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Technology Adoption Life Cycle

• It is the foundation for technology marketing
• Technology customers move from left to right on
  the curve
• Each "captured" category of customers is used as
  a reference for the next

Marketing is targeted mainly towards the Early
and first half of Mainstream market
IMS, Fixed WiMAX
HSDPA, HSUPA, EVDO
GSM, GPRS, EDGE, CDMA 2000
LTE, Femtocell, Mobile WiMAX
Laggards
Innovators
Early Adopters
Early Majority
Late Majority
Early market
Mainstream market
Late market
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Market evolution Gartners Hype cycle
Pre-chasm technologies
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Crossing the Chasm
If you dont know where you are going, you
probably aren't going to get there.
Target the Point of Attack

• Target a specific market segment
• Focus on achieving leadership position in target
  segment
• Identify primary market identifiers
• Target customer, compelling reason to buy, whole
  product and competition
• Identify secondary market factors
• Partners, distribution, pricing, positioning

Customer OEMs
Partner Semiconductor companies
Positioning Investment in emerging
Telecommunications technologies Cost-effective
hi-tech solutions
Assemble the invasion force

• Create Whole product, "by thinking through
  customer's problems -- in their entirety".
• Ancillary products/services, to augment core
  product, to be provided in-house or by partners

Whole Product Turnkey solution EnodeB and
Core protocol stacks, System integration,
Network Consultancy, Testing services
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Crossing the Chasm
Define the battle

• Create the competition
• Market-centric value attributes should be
  supplemented and not superseded by
  Product-centric ones
• Define positioning for the product Claim,
  Evidence, Communication, Feedback and Adjustment

Market-centric value attributes Time-To-Market
advantage, Reduced risk and cost, Proven past
expertise
Communicating the evidence Demonstrations and
trials in trade shows, events
Launch the Invasion

• Secure access to a customer-oriented distribution
  channel
• Direct sales is the optimal channel for high
  tech And initially the best channel for crossing
  the chasm
• Set pricing at the market leader price point

Global Delivery model - keep costs low Turnkey
solution Try to solve the customers problem in
its entirety
Doing business where it matters Aricent offices
in China, Ukraine Mexico
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Marketing Objectives
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Marketing Funnel
Not Aware

• The entire Universe of prospective customers
• Segmentation, Target, Positioning
• Go-To-Market plan

Prospects who are aware of Aricents broad
offerings Activities Event participation,
Networking, Cold calling, Email blasts
Curious prospects genuinely interested to know
more Activities Face-to-face Meetings,
Presentations, Demo, Focused Case studies, White
Papers
Marketing Funnel
Prospects contemplating doing business at Aricent
Activities Reinforcing material, negating
competition, Detailed presentation, Focused pitch
Top
Need identified Activities RFP, Customise
response to suit the prospects needs
Middle
Business Development Funnel
Bottom

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The Marketing approach
Technology marketing at Aricent
Inbound marketing
Outbound marketing

• Market analysis
• Service Ideation
• Service Packaging
• Service Pilot Feedback
• Service Launch

• Events Trade Shows, Road shows, Industry Forums,
  Networking Events
• Online marketing Website, Search Engine
  Marketing, Webinars, Social Networking
• Press Releases
• Direct Marketing Email campaign, Cold-calling
  campaign
• Strategic Partnerships

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Inbound marketing - Service Creation
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Market Analysis
Service Ideation
Service Packaging
Service Pilot Feedback
Service Launch

• Size, Trends, Players
• Segmentation
• Opportunity
• Competition
• Prospect Database

• Technical Analysis
• Risk/ Challenges
• Capability Mapping
• Solution Approach

• Technical Note
• Demo/ Service Enabler
• Customer Presentation
• Elevator Pitch

• Pilot Launch
• Response Analysis
• Press Release Plans
• Cold Calling Plans

• Press Release
• Web Launch
• Cold Calling
• Email Blast
• WP Launch

• Emailer
• Whitepaper
• Web-content
• Brochure

• Competition
• Prospect DB Profiling
• Pilot Prospect

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Outbound marketing Events

• Trade Shows
• Allow potential customers hands-on access to
  products
• Study activities of competitors
• Examine recent trends and opportunities
• Exhibit with partners to establish stronger
  industry position
• Network with key decision makers in your industry
• Success measures
• Number of potential clients identified
• Brand awareness
• Positive shifts in perception about our products
• A jump in press coverage

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Outbound marketing Events

• Industry Forums
• Aricent is an active member of key forums
• Benefits
• Helps to be updated about the market conditions
• Accelerates adoption of technology
• To be part of an ecosystem and be recognized in
  that space
• Access to 'work in progress documents
• Opportunity to participate in the standardization
  process
• Information sharing

Aricent in collaboration with NGN/IMS Forum has
launched TestNGN - a professionally
managed platform to share ready-to-use
commercial grade NGN test cases Endorsement by
NGN Forum helps position Aricent as a leader in
NGN Testing
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Outbound marketing Online marketing

• Website

• Website and Corporate collateral aligned to the
  positioning of Aricent
• Raise global awareness and promote the brand of
  Aricent

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Outbound marketing Online marketing

• Search Engine Optimization
• Increases visibility of website in Search Engine
  Result Pages
• Improves the volume and quality of the traffic to
  a website from search engines

• Webpage is optimized
• for search engines
• Key-word rich
• relevant content
• Crosslinks
• Links of related
• Press Releases
• Whitepapers
• Brochures

Links to related Collateral
Crosslinks
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Search Engine Result Page a snapshot
Key word signifying the solution Aricent provides
Google AdWords result Sponsored Link
Search Engine Optimization enabled result
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Google AdWords

• Googles Pay-per-Click Sponsored links service
• Keywords should have
• Strong relevance to our business content
• Relatively high search volume
• Discover most searched terms using Google
  Suggest, Google Trends, etc.
• Create Online campaign
• Keyword targeted
• Placement targeted
• Web analytics
• Online behaviour of search is tracked based on
  following Parameters
• Time spent on website, Visitor bounce rates,
  Entry/Exit pages, Unique/Repeat visitors

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Improvement in Search Position

• Average Google search position of Aricent for Top
  15 keywords of LTE, IMS, WiMAX, Femtocells
• Result of SEO Google AdWords

Added Crosslinks in the LTE webpage
Uploaded LTE related Collateral
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Result
Clicks based report
Geography based report
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Social Networking
Being active in Linkedin Discussions helps!!
Professional Networking site
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Strategic Partnership

• Benefits of Partnership
• Jointly tap the market opportunity among
  customers
• Leverage each others strength to maximise return
• Wider Reach with joint capabilities
• Reduces risk of investment in new technology
• Partners support marketing by devising Joint
  Channels to Market
• Collaborative demonstration at Trade shows
• Joint Marketing Collateral
• Jointly organize road shows to promote the
  combined product
• Joint press releases to build awareness of
  synergized capabilities

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Joint Go-To-Market Strategy
Potential LTE Customer
Chipset Vendor
Aricent
Aricent
Chipset Vendor

• Customer wants to develop own solution
• Chipset Vendor provides Reference Code as
  application note

• Customer wants commercial solution OR
  professional Services
• Aricent provides product based on Chipset vendor
  code and h/w platform
• Aricent provides professional services.

Aricent
Chipset Vendor

• Customer wants to develop own solution
• Chipset Vendor front deals sells Aricent
  solution all services work is sub-contracted to
  Aricent

• Customer wants commercial solution OR
  professional Services
• Aricent front deals
• Aricent uses chipset vendor in solution

Joint Channels to Demonstrate Reference Solution
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Our Partners
Partnership with Software Vendors
Partnership with Platform Vendors
Operating Systems Alliances
Partnership with Silicon Vendors
Partnership with ODM Vendors
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Press Releases

• Key messages
• Announcement of the latest products/services
• Building awareness and credibility of our
  solutions
• Announcement of strategic Partnership deals with
  other companies
• Benefits to customers
• Brand Building
• Press Release Optimization
• Integrating PR and SEO online marketing
• Increases online market share, press coverage,
  leads, and sales revenues
• Press Agencies

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Aricent in News
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Case Study Femtocells
What are Femtocells?
Where are they used?
In-home small base stations that connects to a
fixed broadband land line, allowing indoor
cellphone calls to be routed over the land line
Market Opportunity

• Traditional macro cell site
• In-home small Femtocell
• Cell-phone user
• Miniature cell tower

Source ABI Research
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Case Study Femtocells
High Level Marketing Strategy

• Aricents Offering
• Technology Consulting
• Product Development
• Femto CPE and gateways
• PHY and other protocol stack software
• System Integration and Testing
• Deployment
• Network Integration
• Interoperability Services

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Case Study Femtocells
Marketing Plan for Rollout phase

• Market analysis
• Competition analysis
• Segment analysis
• Size and Growth analysis
• Our resource and competitive strength analysis
• Structural attractiveness analysis

• Cold Calling Campaign
• For every Offering created
• Identify targetTier-2/3 wireline, cable and
  Internet companies, OEMs and TSPs
• Create Database of targets
• Create the pitch for each company
• Outsource to Calling agency

• Partnerships
• Partnership with Femto OEMs (ip.access,
  Ubiquisys) for Joint PR, Training, lab set-up
• Partner with System Integrator to reach TSPs

• Forums
• Femto Forum
• Take initiative, publish WP, participate as
  speaker, plenary member
• Service provider forum
• Participate, Speaker slot

• Online Marketing
• Web Content
• Testimonials, Case Studies, Business Case
• Webinar (Before Femto-Berlin Trade show)
• Google AdWords
• Banner Hoisting
• LinkedIn - QnA

• Trade Shows
• Femto-London
• Booth, speaking slot, plenary
• Femto-Berlin
• Walk the aisle
• Femto-Dallas
• Speaking slot, Plenary

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Thank You
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