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TelePresence MarketPlace Case Study

Study on a new SaaS offering: TelePresence MArketPlace as a new ser

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TelePresence MarketPlace Case Study

  1. 1. The next 10B$ opportunity case study Stefano Soliani Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 1
  2. 2. Introduction The Opportunity: TP MarketPlace Global Architecture Segment Analysis Revenue Model Organization Model Cost Model Recommendations & Next Steps Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 2
  3. 3. Case Study  Cisco’s next $10B SaaS Opportunity  Challenges –Existing partners and service providers –Compartners/Coopetition – e.g. IBM, Microsoft, AT&T –Motivation/Compensation and Organization of Sales force –Buying Centers – non traditional  Opportunities –Future SaaS Offerings –Hybrid SaaS service –TP Pull Through Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 3
  4. 4. TelePresence MarketPlace STRATEGY VISION TPMP as a platform to deliver a rich consumer experience that leverages the power of the network and drives TP adoption TelePresence as the main collaboration tool across all customer segments. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. TP MarketPlace for anybody to offer and purchase services Tie the TP endpoint to the MarketPlace Portal to own the customer experience Multiple revenue streams from subscription services, add-in applications and advertisements TP endpoint a truly flexible platform to deliver a rich customer experience The fundamentals of TP ease of use are preserved EXECUTION Internet based Portal – the MarketPlace World class global directory and scheduling system accessible through the MarketPlace Targeted advertising framework New sales force org to capture the opportunity Extend the TP OS, or use the power of the Cloud to inject services into TP session Cisco Confidential 4
  5. 5. TP MarketPlace – The “App Store for TP” 15-20% Pull through sales “Buying Scenario” $160million 1,000,000,000 $ 2.65 Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 5
  6. 6. Global Architecture TP Exchange of Exchange (includes global TP directory BT TP local exchange Verizon TP local exchange AT&T TP local exchange AT&T client1 In te rse exc ss ha io ng n e Intra-exchange session Verizon client1 AT&T client2 Verizon client2 BT client1 BT client2 INTERNET TP Marketplace TP Marketplace MP subsystems Presentation_ID MP Software Services (Registration, Billing, Tracking, Directory, ….) (Gaming, Video recording, Photo Sharing, ….) © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 6
  7. 7. Shipments and Penetration of Consumer TP HH TAM Presentation_ID 12.3M 24.2M © 2006 Cisco Systems, Inc. All rights reserved. 36.7M 49.9M Source: IDC - 2009 Cisco Confidential 61.2M 71.1M 7 7
  8. 8. Video Conference Penetration and SMB TAM 47.2% Do Not 82.6%Use But Plan to Use of all SMBs are ONLY 17.4% using or 5,032,868 – TAM for SMB VC Not Use Do & Do Not considering VC Plan to Use 35.4% Currently Use 6,093,061 – US Based SMBs (2007) Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Source: IBSG Cisco Confidential 8
  9. 9. TPMP Revenue Model for Cisco Additional TP sales VPM Cisco Services Registration Transaction Advertisement Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 9
  10. 10. Benefits of Cisco MarketPlace Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 10
  11. 11. Sales Model Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 11
  12. 12. SaaS Organizational Model TSBU Cisco SaaS Business Unit WebEx  Marketplace XaaS Establish separate SaaS business unit across Cisco – Leverage similar SaaS infrastructure requirements – Cisco Collaboration Cloud – Share back-office systems – billing, reporting, support, etc. – Shared resources for marketing, sales, and operations – Develop expertise and share best practices – Separate leadership team for individual SaaS offerings Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 12
  13. 13. Cost Model Building Block Level Pilot approach – US only at beginning – scale up with success of MP Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 13
  14. 14. Recommendations Summary TPMP to be funded by TSBU TP Marketplace TP Marketplace Service offering – Balance Free/Fee - Open policy – TPXX in place Reach critical mass asap Enriched Cisco TP experience – add features in TP or Cloud Common SaaS Sales force org, separate leadership teams for individual SaaS offerings New compensation model for both Cisco and TPMP AMs Increase partner collaboration by offering new revenue opportunities Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 14
  15. 15. Next Steps Understand the technical challenges to achieve our objectives Fully assess all marketing information Develop a commercial model Review the opportunity with the application development community Find an executive sponsor Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 15
  16. 16. Thank You! Any Questions? Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 16
  17. 17. Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 17
  18. 18. TPMP service example C2C Class B2B Fee Class Fee Video/photo sharing SW basic TP reservation system SW basic TP invitation SW basic Video mail SW basic Video message center SW basic Record&Playback SW basic Directory SW basic Directory SW basic Dating apps SW premium TP Broadcast to PC SW basic Gaming SW premium Data integration SW basic Connect to VC SW basic B2C Class Fee Language translation SW/HUMAN premium Mix audio & video SW basic [adult] entertainment HUMAN premium Broadcast to mobile SW basic fortune teller HUMAN premium Language translation SW/HUMAN premium psychologist HUMAN premium Teleprompter/Video receptionist HUMAN Premium telemedicine HUMAN premium Virtual Background SW Premium shopping HUMAN premium Training HUMAN premium training HUMAN premium Consulting/mentoring HUMAN Premium consulting HUMAN Premium Telemedicine (next slide) HUMAN Premium Customer Support HUMAN Premium Remote Recruiting HUMAN Premium Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18
  19. 19. TP Exchange approach AGGRESSIVE Cisco to play in video backbone exchange domain MODERATE Cisco to facilitate SP interconnection until they create their own SOFT SPs to create their own interconnections Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19
  20. 20. Revenue model – TPMP features sales Year Volume Forecast MP Service Provider (50% growth) Service Advertisement (% of total Services) AVG Service per SP User (100% growth) Advertiser (100% growth + saturation) Transactions (100% growth - 2/user per year) Transaction avg value Transactions on Cisco svcs (% of total) VPM # Revenue Source - Average Cost ($) Service Advertisement (ARPS/year) External Advertisement (ARPA/year) Service Transaction fee (% of transaction) SP Registration fee (yearly) Service Registration fee (yearly) Cisco Service - unit avg cost User Registration fee (yearly) User Transaction fee VPM fee Revenue Source Value ($/year) Service Advertisement External Advertisement Service Transaction SP Registration Service Registration Cisco Services User Registration User Transaction Virtual Private Marketplace total per year sales per year 0 1 50 0% 1 150 0 300 10 20% 0 169 5% 1 2,000 4 4,000 10 20% 0 4 5 6 7 8 9 10 380 5% 2 8,000 16 16,000 10 20% 0 570 5% 2 16,000 32 32,000 10 20% 0 854 5% 2 32,000 64 64,000 10 20% 1 1,281 5% 2 64,000 128 128,000 10 20% 2 1,922 5% 2 128,000 128 256,000 10 20% 4 2,883 5% 2 256,000 128 512,000 10 20% 8 120 130 140 150 160 1,000 2,000 3,000 4,000 5,000 0.0% 3.0% 5.0% 6.0% 7.0% 0 0 10 20 30 0 0 0 5 10 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 10,000 10,000 10,000 10,000 10,000 170 6,000 8.0% 40 15 1 10 0 10,000 180 7,000 9.0% 50 20 2 11 1 10,000 190 8,000 10.0% 60 25 2 12 1 10,000 200 9,000 11.0% 70 30 3 13 1 20,000 210 10,000 12.0% 80 35 3 14 1 40,000 220 11,000 13.0% 90 40 4 15 1 80,000 10,252 16,232 25,629 224,000 512,000 1,152,000 28,800 64,000 140,800 28,477 51,258 89,701 22,781 42,715 76,887 12,800 25,600 76,800 176,000 384,000 832,000 32,000 64,000 128,000 0 10,000 40,000 535,109 1,169,804 2,561,817 451,528 999,089 2,216,130 40,366 1,280,000 307,200 153,773 134,552 153,600 1,792,000 256,000 160,000 4,277,491 3,579,739 488 2,000 300 0 0 0 0 0 0 2,788 2,488 113 5% 1 1,000 2 2,000 10 20% 0 3 253 5% 2 4,000 8 8,000 10 20% 0 0 0 0 0 0 0 0 0 0 0 0 75 5% 1 500 1 1,000 10 20% 0 2 788 1,266 4,050 6,455 6,000 16,000 40,000 96,000 1,000 2,400 5,600 12,800 1,125 3,375 7,594 15,188 0 844 5,063 11,391 0 0 1,600 3,200 0 0 0 80,000 0 0 0 0 0 0 0 0 8,913 23,884 63,906 225,033 7,913 20,641 53,244 200,842 cumulated per source 168,954 63,432 4,736,000 1,408,000 1,228,500 665,600 609,983 259,493 524,892 230,660 683,200 409,600 7,104,000 3,840,000 992,000 512,000 850,000 640,000 8,028,784 16,897,529 6,620,524 14,152,137 * In red the features that can be ‘sold’ by sales rep Presentation_ID © 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential 20
  21. 21. Revenue model – TP sales Year 6 7 8 9 20% 25% 25% 20% 20% 20% Revenue Source - Average Cost ($) Avg revenue per TP endpoint 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 Volume Forecast % of TP sales due to MP 0 10% Revenue Source Value (K$/year) TP revenue impact 30 Presentation_ID 1 10% 100 © 2006 Cisco Systems, Inc. All rights reserved. 2 15% 300 3 15% 4 20% 5 600 1,600 3,200 Cisco Confidential 8,000 16,000 25,600 10 51,200 102,400 total 209,030 21

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