Mobile IP Service Strategies

Workshop Overview

As the Mobile IP Services landscape continues to emerge at rapid pace, the ability to understand and focus product and service portfolios within the broad competitive context will be critical to future success in this market.

This workshop will enable attendees to:

• Understand and evaluate the emerging competitive landscape for Mobile IP Services
• Identify competitive gaps and opportunity spaces from a portfolio perspective
• Generate collaborative new ideas in the competitive spaces
• Select ideas to drive forwards in an emerging space

In the introductory presentation, SMT will provide attendees with an overview of some of the key tools and techniques to refresh and manage product portfolios for competitive advantage in an emerging competitive environment. This will be supported by case studies and practical examples to demonstrate how best to employ these tools to maximum effect.

These tools will then be put into practice during an interactive workshop. Facilitators will lead the workshop as we explore the Mobile IP Services landscape with a view to identifying areas of opportunity. Based on these gaps, attendees will work closely together in a collaborative environment to create partnership concepts to exploit the identified gaps.

The teams will then assess the new concepts using the portfolio management tools to create a short-list of priority opportunities.

The workshop will conclude with a review of the tools and techniques together with some practical tips for making them work in corporate environments, as well as a Q&A session.

John is a founding partner of SMT Consulting, a management consultancy focused on competitor intelligence and benchmarking. In the last nine years SMT has built an impressive reputation for delivering business intelligence by conducting detailed primary research into clients’ competitors. SMT’s experience is extensive and it has worked with 20% of the FTSE 100 companies. John leads the ICT division, which works with some of the leading network operators, IT and communication companies across Europe.

John has led recent convergence market strategy projects and Next Generation Network strategy projects for fixed line operators, mobile network operators and content providers as well as equipment and device suppliers.

In addition, John has completed a full time MBA at Cranfield Institute of Technology, specialising in strategy and procurement.

SMT Consulting Profile

SMT Consulting is a leading intelligence-based management consultancy, employing a team of experienced consultants supported by highly qualified business analysts. Based in Oxford with clients throughout the globe, we benefit our clients by enabling and promoting Fact Based Decision Making.

• Our consultants are experienced in the development and implementation of appropriate strategies to inform key decision-making, and have worked throughout the globe with FTSE100 and Fortune500 companies.
• Our team of business analysts specialise in sourcing factual, attributable, timely data from specifically targeted ‘best in class’ organisations; this data informs our consultancy assignments and is an essential input to procurement, strategic marketing or operational consultancy

• Delivery strategy
• Sourcing strategy
• Competitive strategy.

SMT Consulting is a wholly owned division of Cello Group plc, a highly focused marketing advisory group based in London but with operating locations across the world.

Pre-conference workshop

Thursday 15th November 2007

Mobile IP Portfolio Planning

Registration and coffee will begin at 9.00am. The workshop will run from 9.30am to 4.30pm and will include breaks for lunch, tea and coffee.

Session 1 - Evaluating the short and long term revenue potential of different mobile IP services to optimise the planning of your mobile IP portfolio

• Weighing up the revenue potential and capacity usage of key mobile IP services to determine your most profi table services
• Categorising key mobile IP services to assess:
• cost and ease of deployment
• short and long term revenue potential
• ROI timescales
• mass market appeal
• Forecasting the potential profi tability of different IP services to determine your mobile IP development strategy
• Assessing which mobile IP services are likely to deliver the greatest longterm revenues

Session 2 - Determining the optimum mix of niche and mass market mobile IP services in your portfolio to optimise short and long term profitability

• Examining the key factors to consider when determining the optimum mix of niche and mass market services in your service portfolio:
• risk factor of services
• profitability
• indirect opportunities
• Determining the appropriate balance between niche or mass market applications
• Identifying potential services that will appeal to high value niche customer segments
• Determining how to ensure services evolve into mass market applications
• Conducting customer segmentation and behavioural analysis to forecast take up and usage of different services

Session 3 - Building a flexible service portfolio for a rapid innovation environment

• Assessing how to accurately portfolio plan in a rapid service creation environment
• Building uncertainty into your portfolio planning models
• Determining how far ahead you should plan for and setting appropriate intervals for reassessing portfolio plans

Session 4 - Key considerations when building portfolio models

• Evaluating the competitive environment and your competitive positioning for different IP services
• Assigning appropriate weights to market attractiveness of services and your competitive positioning
• Assessing the contribution of different services to your overall sales and profit
• Evaluating the performance of automatic portfolio planning tools