IBM的内部资料（ppt 59）.ppt

LEAP Presentedby EricPelander May21 2002 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 2 Contents SubjectorcontextMajorideaorrecommendationBenefitsorvaluepropositionEvidenceandanalysisDetailedrecommendationsandactions 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 3 ThisEffortIsDesignedtoAssisttheXYZCompanytoidentifyWirelessMarketOpportunities DefinetheWirelessMarketplaceandItsEvolution DescribeandSizeWirelessMarkets IdentifyXYZ s AddressableMarkets KeymarketplayersanddynamicsIBM sperspectiveonthekeystrategicissuesNear termevolutionofthewirelessmarket ApplicationmarketsandsizesDevicesmarketsandsizesInfrastructuremarketsandsizesCurrentplayersineachmarketandrelativestrengthsandweaknesses IdentifyanddescribeXYZ addressablemarketsEvaluatethesizeoftheimpactthatXYZcanmakeIdentifycriticalsuccessfactors XYZ sobjectiveistogaininsightintotheevolutionofthewirelessmarketinordertoidentifymarketopportunitiesforXYZ IdentifyUn AddressedOpportunitiesforXYZ MarketcompositionKeyplayersCriticalsuccessfactorsEvaluateopportunitiesagainstXYZcapabilities customers channels andtechnologies SUMMARYCONCLUSIONS Subject Context 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 4 InternetChannelsWillProvideIncrementalLeadsandRevenue IBMbelievesthereisasubstantialopportunityintheonlineleasingmarketXYZCompanyshouldtargetthefollowingcustomersegments ProfessionalServicesandManufacturingIT office andmanufacturingcollateralclassesSmallbusiness smallticketmarketThesecustomersshouldbetargetedwithamulti channelapproach IndirectAggregatorsDirectThemajorchanneltothesecustomerswillbetheindirectone throughInternetintermediariesthatgiveaccesstothecustomeratthepointoftransactionEachofthesechannelsappealtocustomerswithuniquebuyingbehaviorsCompetitorsaremovingintotheonlineleasingspace XYZCompanyshouldmovequickly MajorIdea Recommendation 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 5 XYZCompanyShouldSimultaneouslyPursueThreeInternetChannelsThroughaVarietyofPartnerships TargetPartners Channel Offering CompetitiveIntensity Direct Trafficdriversfortargetsegments EducationalcontentOnlineapplicationsAutomatedcreditdecisioning Medium buildingamongstart upfundingaggregators traditionallessors andbanks Indirect OnlineStorefrontsOnlineexchangesOFPs AutomatedcreditdecisioningEducationalcontentOnlineapplications Medium aggregatorsandlessorsaremovingtowardspartneringwithonlinevendors Aggregator Aggregatorsthatallowcompetitivedifferentiationbeyondprice LeasefundingandfulfillmentAutomatedcreditscoring Low thoughVCispouringintothisspace ChannelsAreRankedbyRelativePriority TargetSegment Rookie Established Savvy EXECUTIVESUMMARY MajorIdea Recommendation 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 6 TheIndirectChannelIstheHighestPriority OurresearchintocustomerbehaviorssuggeststhatcustomersaremostlikelytoleaseatthepointofpurchaseEquipmentvendorswilldrivesignificantonlinetransactionvolumeThischannelallowsXYZCompanytoleverageitscorecompetencyofsourcingdealindirectly EarlyindicationssuggestthatonlineequipmentaggregatorsandvendorsrequireasmallerfeefordealreferralsthanofflineleasebrokersrequireAgrowingnumberofonlineequipmentvendorscurrentlyofferleasing Brandedandunbrandedstrategiesarebeingused EXECUTIVESUMMARY Whiletheindirectchannelwilldrivethemostimmediaterevenueimpact XYCCompanyshouldalsopursuethedirectandaggregatorchannelsinparallel MajorIdea Recommendation 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 7 BasedontheEstimatedVolume OnlineRevenueandGrossIncomeGrowRapidly Source Forrester ELA USCensus IDC XYZ IBM Millions Millions EXECUTIVESUMMARY KeyAssumptions HighAdoption LowAdoption Benefits ValueProposition 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 8 ThecabletripleplayofferingsignificantlyoverlapswithXYZ scoreresidentialserviceofferings CompetitiveThreats Cable WirelessSub Portals DescriptionofService DescriptionofThreat Thecabletripleplayconsistsofthreebasicservices BroadcastTVHigh speeddataCabletelephonyAncillaryservicesinclude Video on demandVideoconferencingHomesecurity CableprovidersalreadysellservicestoalargemajorityoftheU S populationThecablefootprintcoversnearlytheentireU S homepopulationThetakerateforserviceisapproximately65 Cableprovidersarecurrentlydigitalizingtheirnetworksanddeployinghigh speeddataserviceswhichcompetedirectlywithXYZ shigh growthDSLserviceCableprovidersarebeginningtodeploycabletelephonywhichwillcompetedirectlywithXYZ scoreresidentialserviceCabletelephonywillbecomeincreasinglymoreofathreatinthenextcoupleofyearsastheDOCSISstandardforVoIPbecomesimplementedHFCcablemaintainsacompetitiveadvantageoverDSLintermsofbandwidthcapacitywhichallowsforadditionalserviceofferingsincludingvideo on demandandvideoconferencingCableproviderswillofferbroadandattractivelypricedbundlestoencourageconsumerstoswitchtocabletelephony CableTriplePlayThreat Evidence Analysis 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 9 Cableofferingswillcontinuetoemergeasthedigitalcablefootprintreachesnearly90 ofpassedcablehomesby2005 Cablecompanieshavealreadyupdatedalargemajorityoftheirnetworksandareprojectedtosellancillaryservicesatasteeprateofpenetration CompetitiveThreats Cable WirelessSub Portals Source DeutscheBankequityresearch9 06 01 U S DigitalFootprint1998 2005 U S DigitalServiceTakeRate1998 2005 Asof2Q 01 9 3millionhomeswerecabletelephonereadywith1 2millionsubscribers Evidence Analysis 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 10 EventhoughDSLandCableModemshavesimilartakerates Cablemodemswilldominateduetoitlargeraddressablemarket High speedDataSubscribers21999 2005 DuetothefactthatDSLaccessislimitedtothosecustomerswhoresideclosetoaDSLAM thecablemodemaddressablemarketwillexceedtheDSLaddressablemarketby30millionhomesby2005 CompetitiveThreats Cable WirelessSub Portals 58 37 39 55 54 38 36 53 53 35 MSDWequityresearch6 29 01andDeutscheBankequityresearch9 06 01CIBCWorldMarkets EquityResearch SalomonSmithBarneyequityresearch8 20 0andDeutcheBankequityresearch9 06 01 includesresidentialancommercialDSLsubscribers BroadbandSubscribers millions DSLvsCableModemTakeRate11999 2005 Asof2Q 01 XYZhad360KDSLsubsoutof3 7MDSLreadyhomes 9 8 3 Evidence Analysis 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 11 Cableprovidershavetheopportunitytolayeronnewserviceofferingswithonlymarginalincrementalcapitalexpense IncrementalCapExperSubscriberforAdditionalServiceOfferings1 Cableprovidershavetheopportunitytoupdatetheircablelinesat 1 422persubscribertoincreasetheaveragemonthlysubscriberrevenueby 124to 194permonth CompetitiveThreats Cable WirelessSub Portals Assumescapitalexpendituresovera6yearperioddiscountedat13 andswitch basedcabletelephony Assumesnodiscountonbundledservices modesttakeratesandswitch basedcabletelephony Source BearStearnsequityresearch5 01 ABNAmroequityresearch6 0 DeutscheBankequityresearch9 06 01andIBManalysis IncrementalCapexperSubscriber RevenueperSubscriberperMonthforAllServiceOfferings2 RevenueperSubscriberperMonth 194 1 422 IncrementalRevenue Evidence Analysis 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 12 AttractiveEBITDAmarginsallowcableproviderstoquicklyreachbreakevenonnewserviceofferings IncrementalEBITDAperSubscriberperMonthForAdditionalServiceOfferings1 Assuminga15 takerate cableproviderscanrecouptheirinvestmentinswitch basedtelephonyin34months CompetitiveThreats Cable WirelessSub Portals Assumesa35 revenuesharewithISPforHSDandswitch basedcabletelephony Assumesmodesttakeratesandswitch basedcabletelephony Source BearStearnsequityresearch5 01 ABNAmroequityresearch6 0 DeutscheBankequityresearch9 06 01andIBManalysis IncrementalEBITDAperSubscriberperMonth PaybackPeriodforAdditionalServiceOfferings2 Months 34 EBITDAMargin 57 29 45 45 14 26 5 Evidence Analysis 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 13 StrategicImplicationsofOurWorkAre ToachievepositiveEBITDAandcashflowXYZ sbusinessneedstoimprovedramaticallyalongtwocriticaldimensions ImmediatereductionandsubsequentcontrolofoperationalcostsSubstantialrevenuegrowthdrivenbynewcustomeracquisitionWhileamixofactionsmaybeimplementedtoimprovetheongoingcoststructure newcustomeracquisitionremainsessentialItisthereforeimperativethatXYZcreateanewcustomeracquisitionstrategybasedonamoredetailedunderstandingofthemarketandcustomerneedAssumingtherevisedmanagementplan basecase issuccessfullyimplemented XYZwillstillrequireminimumadditionalfundingof 130millionandanewcapitalinjectionbyAugustof2001However giventhatthemanagementplanassumesflawlessexecutionagainstademandingsetofimprovementsinallaspectsofthebusiness contingencyplansshouldbeconsideredimmediately thesecouldincludemoredrasticoperatingimprovementand oracquisition STRATEGICIMPLICATIONS Recommendations Actions 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 14 OperationalImplicationsAre BroadenfocusonSMCimprovementsfromcycletimetoalsoincludeproductivityimprovementovertimeContinueefforttomigratenetworktoadatacenterfocusandeliminatePOPsContinuefocusonchannelpartnersasasourceofcustomersContinuetopursuecustomerpurchaseofequipmentConductbusinesscasesincludingbreak evensandmarketassessmentsfornewproductlaunchdecisions e g softwareprovisioning directattachstorage developmentenvironment Conductbusinesscasesaroundanyinitialinvestmentsrequestedbychannelpartners adjusttermstoensurepartnerdeliversontheirportionofobligations OPERATIONALIMPLICATIONS Recommendations Actions 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 15 OperationalControlandTrackingImplicationsofOurWorkAre DefineandassignproductcodesforallexpensesandPOs assets andGLentriessothatcostscanbetrackedbyproductProvideanintegrateddatasourceforcustomerordersincluding product lineitemsordered serversonline bandwidthusageanddiscounts thatcanbesortedbyproductandcustomerReviewexpensesagainstbudgetwitheachoperatingmanager director andAVPmonthlytoensureaccountabilityforexpensesandcapitalateverylevelCreatelinkagesbetweencircuitcostinformationintheGLandutilizationstatisticsinEngineeringforasinglesourceofcircuiteconomicdataIdentifyandresolverecurringexpensesinthegeneralledgerwhicharemiscoded fordepartment OPERATIONALIMPLICATIONS Recommendations Actions 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 16 IBMStrategy ChangePractice sPresentationFormatTemplate AllRightsReserved 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 17 Anypreliminaryordisclaimertextcangohere Forexample ThisPowerPointtemplateisprimarilyintendedfordocumentsmeanttobereadorusedasa leavebehind Itmaybeusedforeithercolororblackandwhiteprintouts Presentationsintendedfordeliverytoalargeaudienceinalargeroomshouldusethetemplatewiththedarkcolorbackground Introduction 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 18 Contentsoragendapage FramingtheissuesComponentsofloyaltyCustomerlifetimevalueanalysisIdentifyingloyaltydriversMovingforward Notethatthecontents agendaitemsarewritteninsentencecase Titlethepage Contents ifthedocumentismeanttobereadorisa leavebehind Use agenda ifthedocumentwillbepresentedformally Thispageshouldappearatthebeginningofeachsection withthehighlightedsectionappearinginteal boldandwithanarrowinfrontofit Agenda 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 19 Contentsoragendapage withsub topics DesignelementsBasicelementsColorpaletteCapitalizationIconicTrackersTextlayoutsBulletedtextPlacecardsEnhancedlistsQuotesGraphiclayoutsGraphsTablesandmatricesDiagramsScreenshots Remembertochangethedocumenttitletracker foundontheSlideMaster whenyoucreateanewdocument ItshouldmatchthenameofthePowerPointfile Designelements 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 20 Designelementsinthistemplatearebasedonseveralfactors ThefontBodoniisusedinthe IBMStrategy Change headerIBMcurrentlyusesBodoniinitsGlobalServiceslogoaswellasinitse businesslogosApixelatedarrowisusedasakickerboxindicatorandtoindicateContents AgendaitemselectionIBMcurrentlyusesthesamepixelatedarrowontheirWebsiteThearrowismadeupofsmallsquaresThegray squaredottedlineunderthepageheaderechoesthesquaredotsusedinthepixelatedarrowThelinedoesnotruntheentirewidthofthepageSincethelineisgrayanddotted itdoesnotcompartmentalizethepageaswouldasolidblackline Designelements basicelements Exampleofe businessLogo Source Elementsareseparatedbysemicolons Elementsareseparatedbysemicolons withnoperiod 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 21 Thisistheheadline whichshouldtypicallybewrittenasacompletesentence TheheadlineisArial 20point bold blackItshouldnotberesizedItshouldnothavemorethantwolinesWhenaheadlineistwolineslong chooseadivisionthatisgrammaticallylogicalandaestheticallypleasingIdeally thetoplineshouldbemoderatelylongerthanthelowerlineAvoiddividingarticlesfromnouns prepositionsfromprepositionalphrases verbsfromnouns etc Thetextabovetheheadlineiscalledthe runningheader or breadcrumb ItisArial 12point lowercase plain lightgraySub topicsareprecededby andsub subtopicsareprecededby Includetheheaderevenifthedocumentisshortandhasnosections putthetitleofthedocumentinthereinsuchacase Designelements basicelements sub sub sectionsifnecessary SubtitlesAre16pt BoldTeal andinTitleCase 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 22 ThiscolorpaletteisbasedontheIBMGlobalServicesConsultingWebpageTheuseofblue teal andgraycreatesasomewhatmonochromaticpalettethatisbothsophisticatedandsoothing Selectfromthepaletteshownbelowforgraphsandothercolorelements ColorPaletteThefewercolorsusedthebetter Designelements colorpalette IBMGlobalServicesWebPage 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 0G 91B 160 R 253G 138B 59 Additionalcolorsifneeded 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 23 Subtitlesandchart graphtitlescontinuetousetitlecase Ingeneral thefirstwordandallnouns pronouns verbs adjectives andadverbsshouldbecapitalizedShortarticlesandprepositionsarelowercase thosemorethanfourletterslongarecapitalizedFollowthesamerulesforhyphenatedwords e g State of the Art Next Generation E Mail E Commerce Web Based Shortprepositionsthatarepartofcompoundnouns verbsmaysometimesbecapitalized e g Start Up HeadingUp Spin Off CastOut Designelements capitalization aanandatawaybydownforfrom overthanthetoupuponviawith AdverbsandConjunctions AlsoAsButIfNotSoThatThenWhenWhileYet Prepositions AboutAcrossAfterAroundBeforeBelowBetweenExceptInsideThroughWithin Pronouns HeHimItSheThemTheyUsWeWhichYou CapitalizationRulesWhenUsingTitleCase Verbs AreBeCutHasIsRunUse UpperCaseExamples LowerCaseExamples inintonorofoffonorout 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 24 Intheiconictracker thelinesarelightgray andthefillislightblue Designelements iconictrackers StrengthofSolution StrengthofCompany Low High Low High ACNielsen Kenosia Mercari InformationResources Inc IRI InteractiveEdge Demantra RW3Technologies CategoryManagementSolutionVendors OverallPositioning 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 25 Contentsoragendapage DesignelementsBasicelementsColorpaletteCapitalizationIconicTrackersTextlayoutsBulletedtextPlacecardsEnhancedlistsQuotesGraphiclayoutsGraphsTablesandmatricesDiagramsScreenshots Agenda 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 26 Thisisastandardtextpagewithbulletedtextandakickerbox Majorpointshavetealsquarebullets asshown andareArial 16pt normalSubpoints medium dash N dash bullets asshown Arial 14pt normalSub subpoints coloredsquarebullets asshown Arial 12pt normalTextshouldgenerallybenosmallerthan12pt MaintainconsistencyinthestructureofyourbulletsArenotnecessarilywrittenincompletesentencesShouldhaveparallelconstruction e g allcompletesentences allnouns allverb objectphrases ShouldincludeatleasttwobulletsatanygivenlevelRatherthanpressingreturnattheendofeverylinetowraptext adjusttherightsideofthetextbox Textlayouts bulletedtext 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 27 Ournewformatfor place or monopolycards usesnolines Topic BulletSub bulletSub bulletSub bulletBulletSub bulletSub bulletSub bulletBullet Topic BulletSub bulletSub bulletSub bulletBulletSub bulletSub bulletSub bulletBullet Topic BulletSub bulletSub bulletSub bulletBulletSub bulletSub bulletSub bulletBullet Textlayouts placecards 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 28 Ifafullsentence columnheaders shouldnotbecapitalized Thisisstandardlayoutfortwotextblocks similarto cards thateachoccupyhalfapage Sampletextontheleftsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12pointSampletextontheleftsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12pointSampletextontheleftsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12point Sampletextontherightsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12pointSampletextontherightsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12pointSampletextontherightsideofthepage usuallystartsat14point Sub bulletswouldthenbe12pointSub bulletswouldthenbe12point Textlayouts placecards 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 29 Enhancedlistpagesareusefulforpresentingmultiplecategoriesofinformation ClientRelationship BusinessDevelopment ApagelikethisiscalledanenhancedlistThefontsizeformajorbulletsshouldmatchthatofthecategorylabelsontheleft ConsultingEngagementDelivery Training CapabilityDevelopment Recruiting NotethatcategorylabelsarenowrightalignedThelabelsarealsobold EachcategoryshouldbecomposedofseparatetextboxestomakealignmentandmanipulationeasierThisisameaninglesssecondbullet Youmayneedtoplacelinesinbetweeneachcategoryifthere snotenoughspacetoseparatethemadequatelyIfso makeitasolid lightgrayline EnhancedListTitle Textlayouts enhancedlist Source IBManalysis June2001 2020 3 3 DocumentTitle CopyrightIBMCorporation 2002 30 Hereisastandardformatforpresentingquotes payattentiontocolor indentation anddashtype Wewentaboutbuildingthesethings industryexchanges allwrong Thedaysofthinkingeveryonewillcometogetherinthesebigmarketplacesandsing Kum ba ya aregone FadiChehade CEO Viacore We vegotatremendousopportun