2. Buyer trends
Demand for Service & Consultation
increases in times of economic crisis
• Offers with an inflexible pricing
• Multiple devices
• Need for individual assistance
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
18.07.2012
3. Supplier Trends
Aggregation of the Integrators
• Big players extending their offers
•T-Systems
•Vodafone/Arcor
•Avaya & Partners
Expanding on PBX Leasing Models
• 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
18.07.2012
4. Regional TelCo Providers on the rise
PBX PBX with Mobile IP-Centrex IP-Centrex/VoIP
7,7 Mio EUR Integration 4,3 Mio EUR 31,9 Mio EUR
100 Mio EUR
Provider
Core B2B Business
B2B Market share
Hosted PBX Broadband Cable PBXs PBXs
72,8 Mio EUR 4,4 Mio EUR 25 Mio EUR 7,8 Mio EUR
Source: Telecom Handel, July 2009; Desk Research July 2009
18.07.2012
5. How to look at competition (price)
Low-end providers High-end providers
Benefits: huge functionality, PBX
Benefits: TCO, simple PBX
portfolio, high degree of
integration, interfaces,
capacity for large
projects
Problems: Look & feel devices Problems: Integration not seemless,
redundancy not a
limited functionality
standard feature
Conclusion: OnePhone as a
Conclusion: OnePhone superior simpler, but
in functionality & simplicity, more functional
18.07.2012 usage of common GSM
6. How to look at competition (industry specialization)
Medical Government Finance
Benefits: Strong standing Benefits: Huge, complex
Benefits: Integrated alarm
from acquisition of security measures
solution, Siemens
Tenovis in place
entry through own
medical devices
Problems: High invest for such Problems: - Problems: -
solution
Conclusion: Conclusion: Conclusion:
OnePhone Alarm solution in Lower standing for OnePhone,
the pipeline receiving security & quality
18.07.2012 certificates will raise OP as an
7. How to look at competition (entry)
Medical Devices Network Provider
Cisco uses there strong
Siemens is a provider
position in the network
of medical devices and
market to promote
appliances.
themselves as a PBXer.
From there position of trust
An easy expansion of existing
in the healthcare industry
Cisco hardware eases adding
they enter the PBX market.
this service.
Implications:
Implications: - Cisco has no reliable PBX
-Compatibility solution
-Reliability crucial
18.07.2012
