3. Product Strategy - E-final.pptVIP免费

3-1StrictlyConfidential1.MarketForecast2.KeyTargetCustomers3.ProductStrategy4.StrategicPartnerships5.ChannelStrategy6.BrandStrategy7.OrganizationTableofContentsTableofContents3-2StrictlyConfidentialSummaryofproductstrategySummaryofproductstrategyZMCChaslaunchedaseriesofproductstargetingenterprisesofTypeA,BandCandtheiremployees.Employeemarketresearchandfocusgroupswithdecisionmakersconfirmearlysuccessesofseveraloftheseproducts,suchasVPMNGoingforward,however,ZMCCfacesseveralchallenges:enterprisesincreasinglydemandtailoredsolutions;ZMCC’sinnovationadvantageagainstcompetitorscouldbeweakening;andZMCChasyettodemonstratecredibilityinthefixed-linesegmentInordertoovercomethesechallenges,CKADmustdevelopGroupCustomer/Enterpriseproductroadmapsthatfulfillfourmajorobjectives:1.Retainexistingcustomerbase2.Extendcustomerbase3.Developnewbusinessareas4.BuildbrandimageBasedonalonglistof190potentialapplicationsandCKADcurrentplansaboutproducts,theteamhasidentified7horizontalsolutionscategories,6verticalsolutionscategories,41genericsolutions,and52+genericapplications.Takentogether,theseapplicationsfulfillthefourmajorobjectivesmentionedaboveTheteamhasprioritizedindividualapplicationsbasedonmarketattractiveness,strategicbenefits,technologyreadiness,andmarketreadiness.Asaresult,theteamisdevelopingproductroadmapsthatcatertospecificindustries.Asanextstep,applicationswillbefurtherdetailedtohighlightrequiredfunctionalitiesforeachtargetindustry3-3StrictlyConfidentialZMCCisdevelopingacomprehensiveproductofferingtotargetemployeesandenterprisesZMCCisdevelopingacomprehensiveproductofferingtotargetemployeesandenterprises•BasicVoice•VAS(FreePagers,etc.)•SMS/MMS•CSD/GPRSconnection•MobileVoIP(17951)•EqualAccess•FixedlineVoIP•ISP•BasicVoice•VAS(FreePagers,etc.)•SMS/MMS•CSD/GPRSconnection•VPMN•MobileVoIP(17951)•EqualAccess•FixedlineVoIP•ISP•VPMN(2)•Enterpriseremoteaccess•Wirelessdataapplication•STKCorporateCard•WLAN+GPRSaccess•SMS/WAPgateway•Uni-sidepaymentservice•MobileOA/EnterpriseInfopublication/GroupSMS(2)•Mobileconferencecall•Wireless/FixedPBX•IntegratedVPMN•WLAN•Unifiedmessaging•EnterpriseWeb/WAPKJAVA•VoIP(2)•LeasedLineInternetconnection(2)•EnterpriseInternalTelephoneNetwork•IDC•Privatelineleasing•VPN/VPDMIndividualProductsProducts/servicesthatcatertotheneedsofindividualsnotworkinginaTypeA,B,orCenterprisesGroupCustomersProductsProducts/servicesthattargetemployeesworkinginTypeA,B,orCenterprisesEnterpriseSolutionsProducts/servicesthatdirectlyaddressoverallcompanyneedsWireless(1)Fixed-WirelessFixedNote:(1)Includingvoice,dataandVAS(2)Keyproductsascomponentof“4+N”solutionundermajorpromotionSource:ZMCC;A.T.KearneyanalysisCoreCKADproductsAdditional,productstobeconsideredfor“TotalSolution”offeringsExamplesofCKADCurrentandFutureProducts3-4StrictlyConfidentialEarlyproducts,suchasVPMN,alreadyareclearsuccesses…Earlyproducts,suchasVPMN,alreadyareclearsuccesses…Marketsurveyresultsindicatethatanapprox.40%discountwillattractemployeestojoinagroupplan,despitearequiredchangeinphonenumberTotalKnowAlreadyUse100%69%oftotal22%oftotalWouldyouliketojoinaGroupPlan?VPMNPenetrationRateVPMNisZMCC’smostpopularGroupproductYes76%No8%Maybe16%Source:FocusGroupswithdecisionmakers;A.T.Kearneyanalysis3-5StrictlyConfidentialZMCCiswidelyperceivedashavingastrongerproductrangethanbothZUorCT...