Product Management Belnet. Anne Bevers

Transcription

1 Product Management Belnet Anne Bevers

2 Agenda 1. Portfolio Management 2. Product Marketing 3. Vendor Connectivity 2

3 1. Portfolio Management

4 Lifecycle Portfolio Management Deployment Pilot/Trial Operational Service in Portfolio 2 Development CFT Purchasing 1 Assessment Feasibility & Needs Belnet Comité de Gestion Brainstorming Service Board 4

5 Some experiences Every service requires Dedicated Project Mgt Study potential suppliers, Select, CFT, make agreements Develop, set up, delivery & ordering procedure Antispam pro, Vulnerability Scanner Mainly reselling Setup requires lot of effort Belnet & customer 5

6 2. Product Marketing Strategic Marketing Belnet 6

7 Belnet Product Territory Belnet Standard services Connectivity (Belnet & internet) IP adresses (IPv4 and IPv6) Extra services Bandwidth Statistics Clock Synchronisation Software Archive DNS services Primary Name Server Secundary Name Server Recursive Name Server Plus services Connectivity Backup Connectivity Belnet Leased Line Managed Service Interconnectivity Multipoint Ethernet Packed 10 Gbit/s PtP International Connection Media Transport service Fibre Channel service Domain Name Registration Security Vulnerability Scanner & WAS Antispam Pro Interactivity Videoconferencing Instant messaging Authentication & authorisation BELNET R&E Federation FileSender Digital Certificates Service viabel.net eduroam Support Support & Advice 24/7 Helpdesk Workshops Conferences Advisory Boards 7

8 Marketing Sales Brand Equity Profiling BUY Loyalty Purchase, Satisfaction BRAND RELATION Advantages, consideration CHOOSE Authority, Price/Quality evaluation BRAND APPEAL Performance, differentiators KNOW Brand differences TOM presence BRAND FAMILIARITY 8

9 Higher Education Segment Connectivity > Defensive Elaborate support offer: more Advisory Boards, workshops, consulting Services > Opportunity Address needs and create wider portfolio Cultivate awareness of portfolio FUTURE: Customer Solutions Provider, but not now!! 9

10 Other Segments Administrations Address both Connectivity and Services as Opportunity LARGE audience and LARGE income possible Complete databases Raise Customer Satisfaction Hospitals idem 10

11 Use by customer Net promotor score +65% Overall appreciation +63% 11 Source: Customer Satisfaction Analysis 2011

12 Tactics Existing Customers 0 Existing Products More services Total solution and audit approach More customer visits Generate more value! Market Penetration New Products Product VoIP Development 70% 5% Network for Admins, Hospital Market Development New Customers 25% Diversification 12

13 Commodity Magnet (Harvard) Power to customer Services? X X Network Strategic Marketing Belnet 13

14 Conclusion? Keep everything we do now, but do it better Foster R&E, protection against other Quality Training, Maintenance/stability, Process improvement/itsm, Real 24/7 Service Desk, More customer contacts, OTS, Hands-on help, Yearly needs survey, Customized bandwidth 14

15 Product Marketing - Communication Strategic Marketing Belnet 15

16 MarCom Opportunities To See Case studies Web news Teasers Mailings Newsletter Product sheets Year Report Services Brochure Product Videos Press Cards Support site Invitations Events Corporate Site Social Media Presentations Dedicated productsites Banners Workshops Price lists Stickers Manuals In 2011 we reached 180 OTS 16

17 Marketing Sales MarCom Planning Current & Future Belnet Newsletter: Services & Corporate (1x month) Conferences, beachflags, websites Workshops Xmas cards, folders, gadgets, banners Loyalty Purchase, Satisfaction Belnet website: Corporate & Services Portal site (client zone, services dashboard) Support site (reorganised) Advantages, evaluation Product sheets (new & revamped) Website, event site, IPv6 site Services brochure Twitter, LinkedIn forum Performance, relevance Brand differences TOM presence Press, year report, 20 years Services brochure, posters, gadgets Belnet logo, style, Federation logo 17

18 3. Vendor Connectivity

19 Actors Marcom Marketing & Pricing Finance & Legal Coordinators Project Leads Tech setup Status of maintenance LCPM Belnet Portfolio Special Portfolios Google Legal Project Leads Managers Business 19

20 Third Party Connect Connectivity scenarios Network - BNIX - Federation Suppliers Preselection? Case by case? Competition with own offering? Move to cloud offering? Negotiate price and/or % per supplier? Scope of business benefits at their side? Who will promote the extra muros portfolio? How? Aggregate more and more demands in Advisory Boards? Google! Microsoft! 20

21 Thanks for your attention! Questions? 21