Marketing
Buyer trends
• Offers with an inflexible pricing• Multiple devices• Need for individual assistance
18.07.2012
Demand for Service & Consultation increases in times of economic crisis
Rising acceptance for mobile devices
• Shift of activity to cell phones• Range of devices allows the use in a
broad range of applications• Aversion to technology on the decline• Cause of Friction: TCO of mobile usage
Source: Telecom Handel, June 2009
Supplier Trends
18.07.2012
Expanding on PBX Leasing Models
Aggregation of the Integrators
• Big players extending their offers•T-Systems•Vodafone/Arcor•Avaya & Partners
• Shift of activity to cell phones• Range of devices allows the use in a
broad range of applications• Aversion to technology on the decline• Cause of Friction: TCO of mobile usage
Source: Telecom Handel, June 2009
Regional TelCo Providers on the rise
18.07.2012
ProviderCore B2B BusinessB2B Market share
Hosted PBX72,8 Mio EUR
Broadband Cable4,4 Mio EUR
PBXs25 Mio EUR
PBXs7,8 Mio EUR
PBX7,7 Mio EUR
PBX with Mobile Integration100 Mio EUR
IP-Centrex4,3 Mio EUR
IP-Centrex/VoIP31,9 Mio EUR
Source: Telecom Handel, July 2009; Desk Research July 2009
How to look at competition (price)
18.07.2012
Low-end providers
Benefits: TCO, simple PBX
Problems: Look & feel deviceslimited functionality
Conclusion: OnePhone superior
in functionality & simplicity, usage of common GSM devices
High-end providers
Benefits: huge functionality, PBX portfolio, high degree of integration, interfaces, capacity for large projects
Problems: Integration not seemless, redundancy not a standard feature
Conclusion: OnePhone as a simpler, but more functional
(one-)solution
How to look at competition (industry specialization)
18.07.2012
Medical
Benefits: Integrated alarm
solution, Siemens entry through own medical devices
Problems: High invest for such solution
Conclusion: OnePhone Alarm solution in the pipeline
Government
Benefits: Strong standing from acquisition of Tenovis
Problems: - Conclusion:
Lower standing for OnePhone, receiving security & quality certificates will raise OP as an alternative
Finance
Benefits: Huge, complex security measures in place
Problems: - Conclusion:
How to look at competition (entry)
18.07.2012
Medical Devices
Siemens is a provider of medical devices and appliances.From there position of trust in the healthcare industry they enter the PBX market.
Implications:-Compatibility-Reliability crucial
Network Provider Cisco uses there strong position in the network market to promote themselves as a PBXer.An easy expansion of existing Cisco hardware eases adding this service.Implications:- Cisco has no reliable PBX solution