Exponential Edge Go to Market Assessment Services help you bring your offering to market with the right customers, channels and opportunities.

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Exponential Edge Inc.
Strategic Market Assessment and
Go-To-Market Services

2. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Market Assessment and Go-To-Market
Strategy Process
Validation
by Geography
Customer
Needs
Customers
PrimaryResearch
SecondaryResearch
Unique Value/”Fit”
Unique Value
Proposition
Competition Technology
Propensity
Best Verticals and
Sub-Verticals / Country
Solution/Use Case
Prevalence
Best Channels & Partners
Market Size &
Growth
Solutions/
Use Cases
Go-To-Market Strategy

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Market Assessment Project Example
One project was a country-by-country Market Assessment for
a client’s Linux Tool for the Mid-Market. The goal of this project
was to identify for eight Western European countries the
optimal verticals, solutions, channel partners and geographic
industry concentration for market penetration and sales
deployment
We were asked to do this project based on a prior Global
Assessment for this F500 company
This example includes examples slides for Germany only;
the slides for the other seven countries were in a similar
format. It also does not include our recommendations, nor the
cross-European analysis as these slides are client proprietary.
This project used our Market Assessment Methodology
described on the prior slide to prepare these findings.
Following are slide examples from an amalgamation of actual
projects. The data has been changed to protect our Clients’
proprietary information.

4. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Selecting Market Segments
1 Criteria used to score Industry Factors include: SAM, Complexity of Reaching Market, Partner Fit, Ricoh Strategic Fit, Solution Consistency, EWS Development Effort.
2 Harvey Spencer Associates, 2012
Top Applications
Proof of Delivery
Patient Intake
Home Healthcare
Others
Claims
Maintenance
Physical Goods
Property
Management
8
9
10
11
12
13
14
15
16
10% 12% 14% 16% 18% 20% 22% 24% 26% 28%
IndustryFactors/AbilitytoExecute1
Mobile Document Adoption CAGR to 2016
Patient Intake
$656.8M / 2,269K / $366M
Proof of Delivery
$1,096M / 3,705K /
$118M
Maintenance
$30M / 106K
Property Mgmt
$9.9M / 36K
Home Healthcare
$175.6M / 589K / $171M
Insurance Claims
$7.5M / 26K
Physical Goods
Maintenance
$3.1M / 11K
TAM USD $Millions / # Accts (K) / SAM $M
Total Mobile XXX Market: > $3 Billion USD 20162
Investigate
Tangible
Focus

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Factor
Discrete
Manufacturing
Banking /
Insurance Local Government
Process
Manufacturing
Business
Services
# of Enterprises:
100–499 Employees
9.519
291
(financial services)
523
(local and central)
6.307 4.216
# of Enterprises:
500–999 Employees
359
22
(financial services)
18
(local and central)
261 148
Top Purchasing
Drivers
Efficiency
enhancement
Alignment with others
in supply chain
Profitability
Efficiency
enhancement
Risk reduction
eGovernment
Cost-savings
System/process
consolidation
Integration
Cost savings
Customer service
Productivity
Simplify business
process
EMM Industry
Trends
Enterprise application
integration across
business functions.
Auto suppliers – 3D
PLM solutions tied to
legacy CAD
Supply chain mgmt
(SCM)
Internet enabled
applications
B2B applications
Collaboration
ERP
Logistics Mgmt
Outsourcing
Multi-channel
strategy banking
Upgrade/change
back-office systems,
consolidation
Risk management –
advanced credit risk
solutions
Basel II compliance
–Corporate banking
German banks have
a rigid cost structure,
making cost
reduction/efficiency
difficult
€1,65 billion
allocated
BundOnline – Public
Services online
Local Govt – most
local govt are still
planning IT
strategies
http://www.bund.de/
BundOnline –
downloadable forms,
transactions,
integration of back-
office systems
CRM
Enabling
infrastructure –
Intranet/back-office
Chemicals –
REACH –
Registration,
Evaluation and
Authorization of
Chemicals – will
have an impact
on EMM
companies.
Trend toward
PDM solutions
as
manufacturers
try to get ROI
from R&D and
speed products
to market
Business services
outsourced by
EMM:
Legal (67%)
Employee training
(51%)
Publishing/
printing (45%)
Internet
Networking
infrastructure
CRM, customer
care – especially
in law firms
Industry specific
software
applications
Other
“Near-shore” external
service providers
from Eastern and
Central Europe
targeting this sector
Unlike Italy and
Switzerland, German
banks are not VAT
exempt
An outsourcing deal
would be +16%
Short-term
government budget
constraints
Approx 50% of IT
spend is local/state
Trend in EMM
toward
outsourcing to
save on running
costs
Many companies
operating in niche
markets
Germany – Vertical Snapshot
Germany – Country Summary

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Germany – Vertical Opportunities with
Associated Segments / Regions
Market
Vertical Sub-vertical
Associated
Geographic Regions
Manufacturing
Discrete
manufacturing
Publishing/Printing – Southern
upper Rhine area
Machinery and equipment –
Throughout South East and
Northern Germany
Auto – Stuttgart, Saxony,
Thuringia, Bremen
Sporting/Athletic Goods – mfr
spread in all of country
Chemical – Hochrhein
Bodensee
Process
manufacturing
Textiles – Neckar-Alb
Finance
Banking
Insurance
Banking –Frankfurt/Main,
Hamburg, Berlin, Munich,
Düsseldorf (incl. Cologne &
Bonn), Stuttgart.
Insurance – same as banking
+ Wiesbaden
Local
Government
Municipal/City
Government
All of country
Business
Services
Management
Consulting Firms
Architectural/
Engineering Firms
Legal Firms
Accounting/Tax Firms
Advertising
Mgmt Consulting – Berlin
Legal Firms – Frankfurt, Berlin
and Dusseldorf
Germany – Country Summary

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Vertical Sub-Vertical
Approximate Number
of Companies
Solution Opportunities
Discrete
Manufacturing
Printing/
publishing
Machinery and
Equipment
Automotive
Sporting and
Athletic Goods
(Bikes, Inline
Skates, Soccer,
Tennis, Golf,
Skiing, Outdoor
Sports)
100-499 employees – 9519
500-999 employees – 359
1000+ employees – 405
Total Print (1999):
Auto suppliers – 3D PLM solutions tied to
legacy CAD, CAM and CAE
Supply chain mgmt (SCM)
Internet enabled applications
Collaboration
ERP
Security/Business Continuity
PIM, PDM, PLM
New access platforms to front-end systems
Upgrade back-end systems
Front-to-back-end integration
Outsourcing
Storage
Investigate potential to leverage/re-package Client
Discrete Mfr solutions for EMM (PLM, SCM, eFactory)
Approx 2,490 companies
With 48, 560 employees
Banking
Savings banks
“Sparkassen”
Credit/
Cooperative
banks
Regional banks
Total number of banking
institutions: approx 2,500
1,600 Cooperative banks,
16,225 branches – average
# of employees/bank: 110
500 Savings Banks 16,491
branches, average # of
employees/bank: 528
220 Regional Banks
Risk management (financial and operational)
Advanced credit risk solutions
Security Business Continuity
Upgrade/consolidation of back-end systems
Front-to-back-end integration
Multi-channel banking
eBanking
Branch network technology
Branch offices – complex financial solutions
Storage
Investigate potential to leverage / re-package
Client banking solutions for EMM
(SWIFT – payments, multi-channel delivery)
Solution Opportunities – Germany
Germany – Country Summary

8. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Criteria Preferred
Channel
for
Complex
Purchases
Overall
Score
Total
Weighted
ScoreOfferings
EMM
Focus
EMM
Pricing /
Affordable
to EMM
Financial
Strength
Partner Name Harvey Ball %
Direct Vendor – Sales Force, Website, Telesales, Catalog 100%
VAR / Value-added Reseller 100%
Local Systems Integrators / Consultant 100%
ISV – (Global, Regional or Vertical SW Vendor) 88%
Distributor / Reseller 63%
xSP 63%
Retailers / Mass Merchandisers 38%
eTailers / Third Party Mail Order 38%
Indirect Global Systems Integrators 50%
In Germany, VAR, Local Systems Integrator and Vendor
Direct Are the Top Channel Categories for EMM
Poor Excellent
Germany – Country Summary

9. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Client EMM Strategy Summary – Germany
Client Turnover and Market Share
 Current EMM Market Share: 1,4%
 Current EMM Turnover: U.S. $83,3M
 Current Addressable EMM Market:
U.S. $5.955,2M
Client Incremental
EMM Opportunity
 CAGR of 25% 2003-2007: U.S. $217,4M
 CAGR of 40% 2003-2007: U.S. $441,9M
Leading EMM GTM Partner Categories
 VARs, Local SIs, Vendors
Top Horizontal Solutions
 Security / Business Continuity, Internet,
ERP, CRM (Call Centers), Storage
Proposed Client Value Proposition
Client has made a new commitment to the mid-market with its low-cost
computing initiative that maintains the usual Client high-quality standards.
Client is committed to best-of-breed solutions fully integrated with an open
source-based desktop environment
Recommended EMM Partners
SAP, ILOG, QAD, Checkpoint Software, Strohl Systems, Algorithmics, Misys,
Eontec, Steria, Morse, Logica CMG, Compunet, e1works
Major Trends
 Increasing level of IT redundancy in the EMM segment
 German EMMs are cost-conscious server purchasers, often choosing to
purchase a non-branded clone/White box servers
 The highest short-term opportunity will come from a few sectors:
manufacturing, government, banking, business services, and
communications
 Growth will be in healthcare, communication, education, and utilities sectors
 German enterprises regard data security more highly than other countries
Top Verticals/Sub-Verticals Top Vertical Solutions* Linux Potential
Discrete Manufacturing
Printing /publishing /machinery
and equipment/automotive
CAD, CAM, CAE / SCM / Collaboration / PIM,
PDM, PLM
Medium
Financial Services
Insurance
Online Lending Applications, Risk Management,
Wealth Management, Claims Processing
High
Local Government
Municipal / City Government
Portals, eProcurement, Tax Systems, GIS High
Process Manufacturing
Chemicals, Textiles
Collaborative demand / forecasting,
PIM, PDM, PLM
High
* Provides a summary of top EMM vertical opportunities for Client. Additional EMM market opportunities are presented in the detailed report which accompanies this summary.
Germany – Country Summary

10. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Solutions and Partners Summary –
Discrete Manufacturing
Segment
IT Solution
Opportunity
ISV Partners
(Recommended)
SI / VAR / Other Partners
(Recommended)
Printing/Publishing 1) CAD, CAM, CAE MSC Software, Think3 Telekom, Siemens, SAP,
Comparex, Steria, Morse, EDS,
Bull, Compunet. Gedas –
Automotive
Machinery & Equipment 2) SCM (Supply Chain Mgmt) SAP
Automotive 3) Collaboration QAD
4) PIM, PDM, PLM Agile Software, Aspen technology, Baan
Path to Market
Recommendation:
 Client can accelerate
penetration of the EMM
Discrete Manufacturing industry
in Germany by focusing on
Printing/publishing, Machinery
& Equipment and Automotive
 Industry and segment trends
suggest Client solution
opportunities in CAD, CAM,
CAE, Supply Chain
Management, Collaboration
and PIM, PDM, PLM. These
solutions represent both Linux
and Unix opportunity
Secondary Segments Include:
• Sporting Goods
Web/EDI//ANXWeb/EDI/ANX
S
U
P
P
L
I
E
R
S
C
U
S
T
O
M
E
R
S
Web/EDI Web/EDI
Manufacturing Solutions Map
SUPPLY CHAIN
Advanced
Planning &
Scheduling
Warehouse/Inve
ntory
Management
Transportation
Administration, Planning
and Management
Procurement
Management
MANUFACTURING OPERATIONS
Enterprise Resources
Planning MRP II
Product Data
Management
Maintenance, Repair,
Operations
Execution Systems
Engineering and Design
CAD/CAM/CAE
CUSTOMER INTERFACE
Product Marketing/Support
Sales Management
Product Configuration
Customer Information
Systems
CORPORATE ADMINISTRATION
Central
Procurement
Financial
Management
Human Resources
Executive Information/Decision Support Systems
Client Opportunity
Germany – Country Summary
Security, Business Continuity, Internet-Enabled applications, ERP, New
access platforms to front-end systems, Upgrade back-end systems, Front-to-
back-end integration, Outsourcing, Storage
Leading
Horizontal
Solutions

11. Confidential © 2014 Exponential Edge Inc. All Rights Reserved.‹#›
Solutions and Partners Summary –
Financial Services
Financial Services Solutions
Germany – Country Summary
Segment IT Solution Opportunity
ISV Partners
(Recommended)
SI / VAR / Other Partners
(Recommended)
Insurance (P&C, L&P) 1) Wealth Management Misys
2) Risk Management Algorithmics
3) Claims Processing ILOG
Path to Market
Recommendation:
 Client can accelerate penetration
of the EMM Financial Services
industry in Germany by focusing
on Banking and Insurance
 Industry and segment trends
suggest Client solution
opportunities in Online Lending
Applications, Risk Management,
Wealth Management and Claims
Processing
 These opportunities have high
Linux propensity in the segment
CORPORATE ADMINISTRATION
Human Resources Administrative
Finance & Accounting Decision Report
CUSTOMER
RELATIONSHIP
MANAGEMENT
Marketing
Customer Information Systems
Customer Profitability Analysis
Customer Segmentation
Analysis
BACK-OFFICE OPERATIONS
Branch Automation Check Processing Payment Processing
Reporting Settlement/Clearing/Reconciliation Imaging
PRODUCT DEVELOPMENT & MANAGEMENT
Location Origination Card Management
Product/Policy Administration
Actuarial Rating/Pricing
Portfolio/Risk/Cash Management
SALES & SERVICE DELIVERY
Teller/Broker/Agent Point of Sale Internet Banking/Trading
Customer Service Loan Application Processing Wireless/ATM Kiosk
Client Opportunity
Security, Business Continuity, UPGRADE/CONSOLIDATION of back-end systems, Storage, CRM (call centers),
Front to back-end integration, BPM. Insurance – P&C- Internet (Sales, Service and claims solutions), Call Centers.
L&P – Internet (eWealth Mgmt), Policy Admin Systems, Integration.
Leading
Horizontal
Solutions