IBM的内部资料59页.ppt

LEAP,Presentedby:EricPelander,May21,2002,2020/4/30,CopyrightIBMCorporation,2002,2,Contents,SubjectorcontextMajorideaorrecommendationBenefitsorvaluepropositionEvidenceandanalysisDetailedrecommendationsandactions,2020/4/30,CopyrightIBMCorporation,2002,3,ThisEffortIsDesignedtoAssisttheXYZCompanytoidentifyWirelessMarketOpportunities,DefinetheWirelessMarketplaceandItsEvolution,DescribeandSizeWirelessMarkets,IdentifyXYZs-AddressableMarkets,KeymarketplayersanddynamicsIBMsperspectiveonthekeystrategicissuesNear-termevolutionofthewirelessmarket,ApplicationmarketsandsizesDevicesmarketsandsizesInfrastructuremarketsandsizesCurrentplayersineachmarketandrelativestrengthsandweaknesses,IdentifyanddescribeXYZ-addressablemarketsEvaluatethesizeoftheimpactthatXYZcanmakeIdentifycriticalsuccessfactors,XYZsobjectiveistogaininsightintotheevolutionofthewirelessmarketinordertoidentifymarketopportunitiesforXYZ,IdentifyUn-AddressedOpportunitiesforXYZ,MarketcompositionKeyplayersCriticalsuccessfactorsEvaluateopportunitiesagainstXYZcapabilities,customers,channels,andtechnologies,SUMMARYCONCLUSIONS,Subject-Context,2020/4/30,CopyrightIBMCorporation,2002,4,InternetChannelsWillProvideIncrementalLeadsandRevenue,IBMbelievesthereisasubstantialopportunityintheonlineleasingmarketXYZCompanyshouldtargetthefollowingcustomersegments:ProfessionalServicesandManufacturingIT,office,andmanufacturingcollateralclassesSmallbusiness,smallticketmarketThesecustomersshouldbetargetedwithamulti-channelapproach:IndirectAggregatorsDirectThemajorchanneltothesecustomerswillbetheindirectone-throughInternetintermediariesthatgiveaccesstothecustomeratthepointoftransactionEachofthesechannelsappealtocustomerswithuniquebuyingbehaviorsCompetitorsaremovingintotheonlineleasingspace;XYZCompanyshouldmovequickly,MajorIdea-Recommendation,2020/4/30,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,2020/4/30,CopyrightIBMCorporation,2002,6,TheIndirectChannelIstheHighestPriority,OurresearchintocustomerbehaviorssuggeststhatcustomersaremostlikelytoleaseatthepointofpurchaseEquipmentvendorswilldrivesignificantonlinetransactionvolumeThischannelallowsXYZCompanytoleverageitscorecompetencyofsourcingdealindirectly:EarlyindicationssuggestthatonlineequipmentaggregatorsandvendorsrequireasmallerfeefordealreferralsthanofflineleasebrokersrequireAgrowingnumberofonlineequipmentvendorscurrentlyofferleasing:Brandedandunbrandedstrategiesarebeingused,EXECUTIVESUMMARY,Whiletheindirectchannelwilldrivethemostimmediaterevenueimpact,XYCCompanyshouldalsopursuethedirectandaggregatorchannelsinparallel.,MajorIdea-Recommendation,2020/4/30,CopyrightIBMCorporation,2002,7,BasedontheEstimatedVolume,OnlineRevenueandGrossIncomeGrowRapidly,Source:Forrester,ELA,USCensus,IDC,XYZ,IBM,$Millions,$Millions,EXECUTIVESUMMARY,KeyAssumptions,HighAdoption,LowAdoption,Benefits-ValueProposition,2020/4/30,CopyrightIBMCorporation,2002,8,ThecabletripleplayofferingsignificantlyoverlapswithXYZscoreresidentialserviceofferings,CompetitiveThreats,Cable,WirelessSub.,Portals,DescriptionofService,DescriptionofThreat,Thecabletripleplayconsistsofthreebasicservices:BroadcastTVHigh-speeddataCabletelephonyAncillaryservicesinclude:Video-on-demandVideoconferencingHomesecurity,CableprovidersalreadysellservicestoalargemajorityoftheU.S.populationThecablefootprintcoversnearlytheentireU.S.homepopulationThetakerateforserviceisapproximately65%Cableprovidersarecurrentlydigitalizingtheirnetworksanddeployinghigh-speeddataserviceswhichcompetedirectlywithXYZshigh-growthDSLserviceCableprovidersarebeginningtodeploycabletelephonywhichwillcompetedirectlywithXYZscoreresidentialserviceCabletelephonywillbecomeincreasinglymoreofathreatinthenextcoupleofyearsastheDOCSISstandardforVoIPbecomesimplementedHFCcablemaintainsacompetitiveadvantageoverDSLintermsofbandwidthcapacitywhichallowsforadditionalserviceofferingsincludingvideo-on-demandandvideoconferencingCableproviderswillofferbroadandattractivelypricedbundlestoencourageconsumerstoswitchtocabletelephony,CableTriplePlayThreat,Evidence-Analysis,2020/4/30,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,2020/4/30,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,2020/4/30,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,2020/4/30,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,2020/4/30,CopyrightIBMCorporation,2002,13,StrategicImplicationsofOurWorkAre,ToachievepositiveEBITDAandcashflowXYZsbusinessneedstoimprovedramaticallyalongtwocriticaldimensions:ImmediatereductionandsubsequentcontrolofoperationalcostsSubstantialrevenuegrowthdrivenbynewcustomeracquisitionWhileamixofactionsmaybeimplementedtoimprovetheongoingcoststructure,newcustomeracquisitionremainsessentialItisthereforeimperativethatXYZcreateanewcustomeracquisitionstrategybasedonamoredetailedunderstandingofthemarketandcustomerneedAssumingtherevisedmanagementplan(basecase)issuccessfullyimplemented,XYZwillstillrequireminimumadditionalfundingof$130millionandanewcapitalinjectionbyAugustof2001However,giventhatthemanagementplanassumesflawlessexecutionagainstademandingsetofimprovementsinallaspectsofthebusiness,contingencyplansshouldbeconsideredimmediately;thesecouldincludemoredrasticoperatingimprovementand/oracquisition,STRATEGICIMPLICATIONS,Recommendations-Actions,2020/4/30,CopyrightIBMCorporation,2002,14,OperationalImplicationsAre,BroadenfocusonSMCimprovementsfromcycletimetoalsoincludeproductivityimprovementovertimeContinueefforttomigratenetworktoadatacenterfocusandeliminatePOPsContinuefocusonchannelpartnersasasourceofcustomersContinuetopursuecustomerpurchaseofequipmentConductbusinesscasesincludingbreak-evensandmarketassessmentsfornewproductlaunchdecisions(e.g.,softwareprovisioning,directattachstorage,developmentenvironment)Conductbusinesscasesaroundanyinitialinvestmentsrequestedbychannelpartners;adjusttermstoensurepartnerdeliversontheirportionofobligations,OPERATIONALIMPLICATIONS,Recommendations-Actions,2020/4/30,CopyrightIBMCorporation,2002,15,OperationalControlandTrackingImplicationsofOurWorkAre,DefineandassignproductcodesforallexpensesandPOs,assets,andGLentriessothatcostscanbetrackedbyproductProvideanintegrateddatasourceforcustomerordersincluding(product)lineitemsordered,serversonline,bandwidthusageanddiscounts,thatcanbesortedbyproductandcustomerReviewexpensesagainstbudgetwitheachoperatingmanager,director,andAVPmonthlytoensureaccountabilityforexpensesandcapitalateverylevelCreatelinkagesbetweencircuitcostinformationintheGLandutilizationstatisticsinEngineeringforasinglesourceofcircuiteconomicdataIdentifyandresolverecurringexpensesinthegeneralledgerwhicharemiscoded(fordepartment),OPERATIONALIMPLICATIONS,Recommendations-Actions,2020/4/30,16,IBMStrategyElementsareseparatedbysemicolons,withnoperiod,2020/4/30,21,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),Designelementsbasicelementssub-sub-sectionsifnecessary,SubtitlesAre16pt.,BoldTeal,andinTitleCase,2020/4/30,22,ThiscolorpaletteisbasedontheIBMGlobalServicesConsultingWebpageTheuseofblue,teal,andgraycreatesasomewhatmonochromaticpalettethatisbothsophisticatedandsoothing,Selectfromthepaletteshownbelowforgraphsandothercolorelements,ColorPaletteThefewercolorsusedthebetter,Designelementscolorpalette,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,2020/4/30,23,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),Designelementscapitalization,aanandatawaybydownforfrom,overthanthetoupuponviawith,AdverbsandConjunctions:AlsoAsButIfNotSoThatThenWhenWhileYet,Prepositions:AboutAcrossAfterAroundBeforeBelowBetweenExceptInsideThroughWithin,Pronouns:HeHimItSheThemTheyUsWeWhichYou,CapitalizationRulesWhenUsingTitleCase,Verbs:AreBeCutHasIsRunUse,UpperCaseExamples,LowerCaseExamples,inintonorofoffonorout,2020/4/30,24,Intheiconictracker,thelinesarelightgray,andthefillislightblue,Designelementsiconictrackers,StrengthofSolution,StrengthofCompany,Low,High,Low,High,ACNielsen,Kenosia,Mercari,InformationResources,Inc.(IRI),InteractiveEdge,Demantra,RW3Technologies,CategoryManagementSolutionVendors:OverallPositioning,2020/4/30,25,Contentsoragendapage,DesignelementsBasicelementsColorpaletteCapitalizationIconicTrackersTextlayoutsBulletedtextPlacecardsEnhancedlistsQuotesGraphiclayoutsGraphsTablesandmatricesDiagramsScreenshots,Agenda,2020/4/30,26,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,Textlayoutsbulletedtext,2020/4/30,27,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,Textlayoutsplacecards,2020/4/30,28,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,Textlayoutsplacecards,2020/4/30,29,Enhancedlistpagesareusefulforpresentingmultiplecategoriesofinformation,ClientRelationship/BusinessDevelopment,ApagelikethisiscalledanenhancedlistThefontsizeformajorbulletsshouldmatchthatofthecategorylabelsontheleft,ConsultingEngagementDelivery,Training/CapabilityDevelopment,Recruiting,NotethatcategorylabelsarenowrightalignedThelabelsarealsobold,EachcategoryshouldbecomposedofseparatetextboxestomakealignmentandmanipulationeasierThisisameaninglesssecondbullet,YoumayneedtoplacelinesinbetweeneachcategoryiftheresnotenoughspacetoseparatethemadequatelyIfso,makeitasolid,lightgrayline,EnhancedListTitle,Textlayoutsenhancedlist,Source:IBManalysis,June2001,2020/4/30,30,Hereisastandardformatforpresentingquotes;payattentiontocolor,indentation,anddashtype,“Wewentaboutbuildingthesethingsindustryexchangesallwrong.ThedaysofthinkingeveryonewillcometogetherinthesebigmarketplacesandsingKum-ba-yaaregone.”FadiChehade,CEO,Viacore,“Wevegotatremendousopportunitytodelivergreatervaluetostrategicaccountsanddriveproductivityandrevenuegrowththroughprivatetrademanagementinitiatives.”Representativeoffood/beveragemanufacturer,“Wearecreatingaprivatesystemmarketplace.Itisliterallyfocusedonintegratingus,ourbottlers,andourcustomerssoallinformationisseemless.”EverettDarby,ManagingDirector,Coca-ColaeBusinessWallStreetJournal,16Mar01;BtoB,08Jan01,2020/4/30,31,Contents,DesignElementsGraphicelementsColorpaletteCapitalizationIconicTrackersTextLayoutsBulletedtextPlacecardsEnhancedlistsQuotesGraphicLayoutsTablesandmatricesGraphsDiagramsScreenshots,Agenda,2020/4/30,32,Two-by-twomatrixwithlabelscentered,Label,Label,TheChartTitleGoesHereSubtitlesAre2PointsSmallerThanChartTitle,NotBoldedandinItalics,Graphiclayoutstablesandmatrices,Label,TextgoeshereBulletedifnecessary,Label,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,2020/4/30,33,Three-by-threematrixwithlabelsinboxes,Label,Label,Label,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,Label,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,Label,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,Label,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,TextgoeshereBulletedifnecessary,Graphiclayoutstablesandmatrices,ChartTitle,2020/4/30,34,Two-columntablecontainingtext(withcategorylabels),BulletBulletBulletBulletBulletBulletBulletBullet,Category1Category2Category3Category4,Label,Label,BulletBulletBulletBulletBulletBulletBulletBullet,Graphiclayoutstablesandmatrices,ChartTitle,2020/4/30,35,Booz-Balltablesshouldbecleanandorganized,allofthesamecolor,andindividualcirclesshouldnotbetoolarge,BreadthandDepthofFunctionality,StrengthofArchitecture,AbilitytoSupport,EaseofImplementation,OverallStrengthofSolution,ACNielsen,InformationResources,Inc.,Kenosia,InteractiveEdge,Demantra,Mercari,RW3Tech,GraphTitle,TimePeriodSubtitle,Graphiclayoutstablesandmatrices,2020/4/30,36,Five-segmentvaluechain(withonehighlightedsegment),Graphiclayoutsdiagrams,ChartTitle,BulletSub-bulletSub-bulletBulletSub-bulletSub-bullet,SeparateTextBoxes,AreEasiertoMove,AndManipulate,JustKeepThem,CenteredAppropriately,BulletSub-bulletSub-bulletBulletSub-bulletSub-bullet,BulletSub-bulletSub-bulletBulletSub-bulletSub-bullet,BulletSub-bulletSub-bulletBulletSub-bulletSub-bullet,BulletSub-bulletSub-bulletBulletSub-bulletSub-bullet,2020/4/30,37,Four-partorgchart,DivisionA,DivisionD,DivisionC,BigHoncho(resizeboxifneeded),