using geoanalytics to target new enterprise customers
DESCRIPTION
The presentation provides an introduction into the use by service providers of Big Data and GeoAnalytics to cost-effectively identify new enterprise customers for fiber-based Ethernet services. For more on GeoAnalytics, visit the ciena.com page at: http://bit.ly/11eaITWTRANSCRIPT
Simplified SLA
definitions
Training, marketing
collateral, demand
generation
GeoAnalytics
Service
Analytics powered go-
to-market plans
Redefine Position Target
“Last mile” connectivity a challenge
Most enterprises still don’t have fiber
Longest delay in service turn-up is
plant construction
Two ways to accelerate: pre-
construction and fixed wireless
Pre-construction needs economic
justification
Economic justification requires end-
customer analytics
22,598
12,689
21,266
16,054
11,639
2,1671,250 1,162
$2,157 $2,492
$8,276
$12,283
$19,605
$8,264 $8,759
$35,767
0
10,000
20,000
30,000
40,000
Under $100 $100-$200 $200-$500 $500-$1K $1K-$3K $3K-$5K $5K-$10K Over $10K
Enteprise Data Spend Distribution
#Business $K/Month
Many /
Low
spend
Few /
Heavily
Contested
Enterprise Data Spend Distribution
Sweet
spot
GeoAnalytics := intelligence
Demand
:=Enterprise locations, Data
Centers
Supply
:=Service Provider Footprint
Competition
:= Footprint of competitors
where available
Cost
:= Network expansion cost
Go-to-market execution plan
Addressable Market of €3.2B / ~19.8 K businesses
Demand Supply
Competition GTM
Plan
Hunting List
-
-
-
-
-
-
-
-
Opportunity = $17M revenue per
year
Capex = $14M
Additional annual Opex = $1M
18 months payback per MiniPOP
Location of new macro
or small cell
deployments
Optical, Ethernet
network services
addressable market and
go-to-market plans
Cloud Services
addressable market size
Network Monetization on ciena.com (link)
Read our 4-part blog series on Network Monetization (link)
White paper: Monetizing Networks in the Cloud Era (link)
White paper: Growing Ethernet Business Services with GeoAnalytics (link)