BrandingMarketing & sales

Present by Johnson TungTaiwan Country manager of Telstra Global

About Me

1988~1992

2013 till now2007-2012

2003

2003-2007

2002-20032000~2002

1992~1995 1995~2000

How Much You Know?

How Much You Know?

Brand & Trade Mark 品牌與商標 「品牌」不是「商標」。 「品牌」指的是產品或服務的象徵。而符號性的識別標記，指的是「商標」。品牌所涵蓋的領域，則必須包括商譽、產品、企業文化以及整體營運的管理。因此，

brand 不是單薄的象徵，乃是一個企業總體競爭，或企業競爭力的總和。品牌不單包括「名稱」、「徽標」還擴及系列的平面視覺體系，甚至立體視覺體系。但一般常將其窄化為在人的意識中圍繞在產品或服務的系列意識與預期，成為一種抽象的形象標誌。甚至將品牌與特定商標劃上等號。人們從品牌的經驗因素上辨別一個品牌的心理因素。經驗因素通常由品牌的使用經驗構成，心理因素則由品牌的形象，即由與產品或服務相關聯的一切信息和預期所創建的符號性的標識。

Marketing & Sales行銷定義 美國市場營銷協會下的定義是：行銷是創造、溝通與傳送價值給顧客，及經營顧客關係以便讓組織與其利益關係人（ stakeholder ）受益的一種組織功能與程序。 菲利普 · 科特勒下的定義強調了營銷的價值導向：市場營銷是個人和集體通過創造產品和價值，並同別人進行交換，以獲得其所需所欲之物的一種社會和管理過程。 格隆羅斯給的定義強調了營銷的目的：營銷是在一種利益之上下，通過相互交換和承諾，建立、維持、鞏固與消費者及其他參與者的關係，實現各方的目的。

通俗地講，就是通過宣傳、推廣，進而促進產品或服務的銷售。

Branding

Consumer Brand

Industrial Brand

Globalization

Red Ocean vs. Blue Ocean

GAME CHANGE

The Innovation

克里斯汀生根據創新的情境，把創新分為兩大類，一種是維持性創新（ sustaining innovation），一種是破壞式創新（ disruptive innovation）。

The example of Disruptive innovation

Wire v.s wireless Traditional camera v.s Digital Camera Walkman v.s iPod Video cassette / disk player / Flash memory /

cloud PC v.s handheld device MSN v.s Android Japanese / Korea car v.s American car On Line v.s physical store Taiwan 7-11 store New material clothes, shoes… More….

Why failed? Acer (Altos , Gatway, e-Machine, Packard bell and iGware) hTC ( Beats graphic 3D…) BenQ (Siemens) Liteon IT (Philips BenQ …) Liteon Mobile (Perlos) Foxconn More

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The Global Telecommunication

Telecom Changed our Life

Telecom business model

Wire Wireless

Top 10 telecom company of the world

China Mobile213.8 B88.8 B 20.5 B

AT&T 200.1 B 127.3 B

7.3 B

Verizon 137.3B 115.7B

0.9B

Vodafone135.7 B74.4 B 11.1 B

America Movil 70.7 B 60.2 B 7.1 B

Telefonica 67.1

B 82.3

B 5.2

B SoftBank

47.2 B

38.7 B

3.8 B

Deutsche Telekom

48.4 B 76.7 B

( 7 B )

NTT (Docomo) 58.2 B 127 B 5.6 B

Telstra 58.4 B 25.8 B 3.5 B

The Global Network

The Global telecom business

Challenge of Global telecom Supply > demand Regulation Over expansion Market competition The step of globalization Technology replacement Free communication

The reaction for global telecom

GlobalizationValue- Added Service Solution Equipment (CPE) bundle sellM&A to increase product portfolioConsultancy sellingPartnership or AllianceNew technology migration SOLD IT OUT

Telstra Business Plan for Taiwan

Market

1. Taiwan market outlook Page 3

2. Taiwan market competition Page 4

3. Taiwan market competition SWOT analysis Page 54. Addressable Strategy market for Telstra in Taiwan Page 65. Product Solutions to support business growth Page 76. 5 years Business plan Page

8 7. Operation Headcount Overview Page 98. Human Capital assessment – Sales & technical Page 109. Higher risk vs safety mode of investment Page 1110. Conclusion Page

12

Index

Taiwan Market outlook

Small Business

Network spending 1~2K

TW A-end large MNC: US100K MRR or aboveLike Acer, Asus, Evergreen Marine, EVA air, CAL, Foxconn,hTC…

Small MediaBusinessNetwork spending 2~5K

MNCMedia BusinessNetwork spending 5~50K

- Network Spending definition: Fixed line network (VPN,IP,MPLS,IPLC…)- TW SMB (2011 report, Capital under US$280M /employee less than 200 people) at 1,280,000 accounts, 97.63% of total enterprise. YoY growth rate 4.84% in 2011.

Short

term

strat

egy

(1~3 y

rs)Long

term

strat

egy (

3~5 y

rs)

Solution cascaded sellSmall business – looking for emerging industry & potential client Like Apps, branded foods, Hospital, government

Strategy targeting A-end accounts (selling cycle: 1 to 2 yrs)Like D-Link, Trend, Synnex, WanHai Line, Quanta, Compal, Inventec,YangMing Line, Advantech, Liteon Group, SPi, KuanYang, SangYangMerry, ASE, TungYang, …at about 5K~8K accounts

General A-end accounts (selling cycle: 3 months~1 yr)IP, VPN solution at about 12~15K accounts

Taiwan Market Competition (enterprise business)

ATPG

Sparq/ATT

TFN/BT

CHTTata, Singtel…

RevenueChief

Sing

Tel

ATT Verizon

PacNet

CPCNet

NTT

China Telecom

Global Region LocalCarrier Carrier Carrier

Num

ber

of P

oPs

(gl

obal

cov

erag

e)

HKDYX

Focus on high value, solution , high margin, consultative,

global MNC account sell. A-end biz is

significant drop ping…

Focus on large account, SI, solution added , large B/W sell.

Aggressive price, flexible solution

Cut-in approach with future up-selling as long term invest

Focus on all A-end in country account

connection+ solution sell. Package deliver (IPL, IP related, VPN Network,

cloud, Last mile and tied with CPE for long term contact solution offer). Partner with different

carrier to extend global coverage, like Tata, BT,

SingTel…

Focus on medium size accounts that need China, cross country connection.

Solution value-add sell in high C/P. Niche Player

OBS

BT

- This is only limited to direct enterprise sales ,partnership /alliance sales are exclusive (like Tata ,BT…)

Taiwan Market Competition Analysis-Global carrier take valuable MNC acct. Where’s TW?- Why regional player in TW can gain better position?- Foot print in Taiwan for A or B end?- Product standardize or product limitation?- Short or long term investment?

-Wait for Taiwan business model transforming.-Early comer might not be the winner, like global player- Patient for business growth and profit increase-Loose core business competence-Eager on ROI

-Local business culture respect and local product -Time to market? Turn around time?-Business stability v.s variance change-Chinese lose in begin and win in future approach-Cost /performing employee in Taiwan for now

- Account ownership v.s deal ownership- Maturity on Service solution / consultative sell? (Tip)- Business future insight. Not only B2B but also B2C- Finance balance pressure?- MNC account exercise

Addressable strategy market in Taiwan

Manufacture: IT, tradition, high-tech, textile, shoes, tire, leading EMS (foxconn, Wistron…) Finance: Top FSI in TW (CTCB, Fubon, Megabank…) from ECFA ( China) benefit taker on global

expansion Brand/Service: Foods (85 ℃), Service (Designed product ), Brand (Acer, BenQ, hTC,Asus….) Transportation: Marine(Evergreen, YangMing,WanHai), Airline (EVA, China Airline, Morrison), & large

forwarder. Others: Emerging/ potential like Gaming (China cooperate-cloud), Food , Soft/light industry

design (crystal/ ceramic article product)

63%8%

19%5% 5%

2013

50%

12%

25%

5% 8%

2014

45%

12%

30%

3%10%2015

Business Trend Bonus for Telstra:1. China market rather than mfging cross all China, factory relocate to middle of China

from coast2. Manufacturing plant move to south Asia due to China cost increase3. ECFA benefit take from China trading benefit to FIS industry4. Branding globalization trend to prevent single market risk and higher margin take 5. Regional needs rather than global before 2018. (ECFA report,2011)

Product solution to support BIZ Growth

Taiwan needs competitive network price + advance business solution to support customer biz growth and foot-print expansion around the world!

Multiple Network services (MPLS,EPLS,VPN, IP, DPL,IPL…)

Network solution (IP Net interconnect, SOHO, BoD…)

Network coverage (shorter/SLA last mile, partnership, E2E mgmt)

Enterprise /personal UC&C integration

Conferencing solution integrationMobile voice integration/roaming

saving

SIP solution, trunk & PSTN trunk

Application performance management

VirtualizationCloud computing,

Colo space ,

Others:Security, CPEs,

roaming service, SI

Comm

unication efficient / cost

saving

Trend/ convenient for com

m.

System standardize

Multiple product for choices/cost driven

Everywhere is data for access

Case lead & control

Network lead orders take, solution drives high profit gain

Taiwan Business 5 years Forecast

..

2013 2014 2015 2016 2017$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

TWN 5 years Rev PlanU

S$

-We are setting the QBR TGT 6K MRC with rule 78 for revenue generation at 1st year.-The TGT will be increase every year but sales package need to be reviewed as well every year.-The previous year P/E and churn for 10% for 1st year and additional 5% increase for following yrs.- We are targeting revenue over US$10M (include Network+ Non Network)

Taiwan Operation Headcount Overview

Definition of job title - sales account manager can sell both network and non-network services includes, solution

combination, cloud, VPN, mobility, CPE, UC&C, conferencing…all account business related issues. - Solution Manager should cover solution design, review, sourcing, package as well network tear 1

trouble shoot cover both network and non-network. Involved the pre-sales and account maintain. -Service manager should follow up all post sales, technical trouble shoot, service coordination and

account post sales activities (up-sell). He or she should work closely with ROC for all after service support and customer faced issue.

- Administrator responsible all region office coordination, local office affairs, customer local invoice, financial support, AR, sales daily support, order processing and support… further to be assigned

- Local Manager response all business monitor, team built, government regulation deal, target setting/achieving and regional office coordination and communication.

- Outsourcing : we need outsource none-core business to 3rd party include legal, accounting finance, regulation coordination . (To be further identified)

- Operation usually own by region or global operation H.Q include node support, monitor, circuit supply, general support and local carrier relationship build (circuit cost negotiate and delivery management) and cost center should not bear from sales team.

Human Capital assessment – Sales & technical

Guideline for Assessment:

-Total sales related SG&A should less than 15% within first 5 yrs in average.- All staffs should in commission base to focus on account support, maintain and development.-Prevent to increase organization too big although over 300% YoY growth to reduce risk-Staff should enjoy the merit increase if quota achieved. Real award!-Office location can be considered in lower rental fee for non-A grade office (under policy)-Others benefit (group insurance& health check, meal, party, outing…) covered by SG&A

. Higher risk vs safety mode of investment

-Use best of local intelligent rather than global operation in the beginning-Recruit the right/experienced to reduce the investment cost for all above stuffs-The independent official operation can start after revenue over US3M-Transparent finance sharing to know the operation cost.

Conclusion

Act as regional provider, support in global, solution in local Local strategy solution partnership alliance (both Network and

SI) Deal in account base, not individual deal base on growth

account Minimum investment with maximum harvest Global standard (network related) v.s local flexibility (solution)

on Taiwanese client Respect local culture and understand customer needs Small (less than 15) but beauty (QBR) sales team in Taiwan Operate Taiwan and involved to China in same business

culture territory

My Advise to You Be Brave to be Different Forever learning w/ Right Manner Endless improvement Working Hard & Smart (play hard) Trust You Can Thinking out of Box , Never ME TOO Never Give up Dream BIG but start for SMALL

You TELL Me