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1、LEAP Presentedby EricPelander May21 2002 2020 6 1 CopyrightIBMCorporation 2002 2 Contents SubjectorcontextMajorideaorrecommendationBenefitsorvaluepropositionEvidenceandanalysisDetailedrecommendationsandactions 2020 6 1 CopyrightIBMCorporation 2002 3 ThisEffortIsDesignedtoAssisttheXYZCompanytoidentif
2、yWirelessMarketOpportunities DefinetheWirelessMarketplaceandItsEvolution DescribeandSizeWirelessMarkets IdentifyXYZ s AddressableMarkets KeymarketplayersanddynamicsIBM sperspectiveonthekeystrategicissuesNear termevolutionofthewirelessmarket ApplicationmarketsandsizesDevicesmarketsandsizesInfrastruct
3、uremarketsandsizesCurrentplayersineachmarketandrelativestrengthsandweaknesses IdentifyanddescribeXYZ addressablemarketsEvaluatethesizeoftheimpactthatXYZcanmakeIdentifycriticalsuccessfactors XYZ sobjectiveistogaininsightintotheevolutionofthewirelessmarketinordertoidentifymarketopportunitiesforXYZ Ide
4、ntifyUn AddressedOpportunitiesforXYZ MarketcompositionKeyplayersCriticalsuccessfactorsEvaluateopportunitiesagainstXYZcapabilities customers channels andtechnologies SUMMARYCONCLUSIONS Subject Context 2020 6 1 CopyrightIBMCorporation 2002 4 InternetChannelsWillProvideIncrementalLeadsandRevenue IBMbel
5、ievesthereisasubstantialopportunityintheonlineleasingmarketXYZCompanyshouldtargetthefollowingcustomersegments ProfessionalServicesandManufacturingIT office andmanufacturingcollateralclassesSmallbusiness smallticketmarketThesecustomersshouldbetargetedwithamulti channelapproach IndirectAggregatorsDire
6、ctThemajorchanneltothesecustomerswillbetheindirectone throughInternetintermediariesthatgiveaccesstothecustomeratthepointoftransactionEachofthesechannelsappealtocustomerswithuniquebuyingbehaviorsCompetitorsaremovingintotheonlineleasingspace XYZCompanyshouldmovequickly MajorIdea Recommendation 2020 6
7、1 CopyrightIBMCorporation 2002 5 XYZCompanyShouldSimultaneouslyPursueThreeInternetChannelsThroughaVarietyofPartnerships TargetPartners Channel Offering CompetitiveIntensity Direct Trafficdriversfortargetsegments EducationalcontentOnlineapplicationsAutomatedcreditdecisioning Medium buildingamongstart
8、 upfundingaggregators traditionallessors andbanks Indirect OnlineStorefrontsOnlineexchangesOFPs AutomatedcreditdecisioningEducationalcontentOnlineapplications Medium aggregatorsandlessorsaremovingtowardspartneringwithonlinevendors Aggregator Aggregatorsthatallowcompetitivedifferentiationbeyondprice
9、LeasefundingandfulfillmentAutomatedcreditscoring Low thoughVCispouringintothisspace ChannelsAreRankedbyRelativePriority TargetSegment Rookie Established Savvy EXECUTIVESUMMARY MajorIdea Recommendation 2020 6 1 CopyrightIBMCorporation 2002 6 TheIndirectChannelIstheHighestPriority Ourresearchintocusto
10、merbehaviorssuggeststhatcustomersaremostlikelytoleaseatthepointofpurchaseEquipmentvendorswilldrivesignificantonlinetransactionvolumeThischannelallowsXYZCompanytoleverageitscorecompetencyofsourcingdealindirectly Earlyindicationssuggestthatonlineequipmentaggregatorsandvendorsrequireasmallerfeefordealr
11、eferralsthanofflineleasebrokersrequireAgrowingnumberofonlineequipmentvendorscurrentlyofferleasing Brandedandunbrandedstrategiesarebeingused EXECUTIVESUMMARY Whiletheindirectchannelwilldrivethemostimmediaterevenueimpact XYCCompanyshouldalsopursuethedirectandaggregatorchannelsinparallel MajorIdea Reco
12、mmendation 2020 6 1 CopyrightIBMCorporation 2002 7 BasedontheEstimatedVolume OnlineRevenueandGrossIncomeGrowRapidly Source Forrester ELA USCensus IDC XYZ IBM Millions Millions EXECUTIVESUMMARY KeyAssumptions HighAdoption LowAdoption Benefits ValueProposition 2020 6 1 CopyrightIBMCorporation 2002 8 T
13、hecabletripleplayofferingsignificantlyoverlapswithXYZ scoreresidentialserviceofferings CompetitiveThreats Cable WirelessSub Portals DescriptionofService DescriptionofThreat Thecabletripleplayconsistsofthreebasicservices BroadcastTVHigh speeddataCabletelephonyAncillaryservicesinclude Video on demandV
14、ideoconferencingHomesecurity CableprovidersalreadysellservicestoalargemajorityoftheU S populationThecablefootprintcoversnearlytheentireU S homepopulationThetakerateforserviceisapproximately65 Cableprovidersarecurrentlydigitalizingtheirnetworksanddeployinghigh speeddataserviceswhichcompetedirectlywit
15、hXYZ shigh growthDSLserviceCableprovidersarebeginningtodeploycabletelephonywhichwillcompetedirectlywithXYZ scoreresidentialserviceCabletelephonywillbecomeincreasinglymoreofathreatinthenextcoupleofyearsastheDOCSISstandardforVoIPbecomesimplementedHFCcablemaintainsacompetitiveadvantageoverDSLintermsofb
16、andwidthcapacitywhichallowsforadditionalserviceofferingsincludingvideo on demandandvideoconferencingCableproviderswillofferbroadandattractivelypricedbundlestoencourageconsumerstoswitchtocabletelephony CableTriplePlayThreat Evidence Analysis 2020 6 1 CopyrightIBMCorporation 2002 9 Cableofferingswillcontinuetoemergeasthedigitalcablefootprintreachesnearly90 ofpassedcablehomesby2005 Cablecompanieshavealreadyupdatedalargemajorityoftheirnetworksandareprojectedtosellancillaryservicesatasteeprateofpenet
