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Ibm Flashsystem Telecommunications, Media & Entertainment (Tme) Sales & Marketing Kit
Ibm Flashsystem Telecommunications, Media & Entertainment (Tme) Sales & Marketing Kit
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 2
One size does not fit all
Business Partners have a wide range of approaches,
marketing strategies and sales methodologies.
Some may have a sophisticated marketing
machine with digital resources, lead nurturing
tools and progressive campaigns.
Others might rely on Inside Sales and quickly
moving opportunities directly into the hands of
reps. As such, there is definitely no one size
fits all or single approach.
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 3
Market Opportunity
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 4
Telecommunications Market Opportunity with IBM FlashSystem
Network Content
Network Content
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 7
Examples of CSPs and OTTs
OVER THE TOP THIRD PARTIES: Sling TV, Amazon Instant Video, Mobibase, Dramatize, Presto, DramaFever, Crackle, HBO, Hulu, myTV, NetD, Netflix, Now
TV, Qello, RPI TV, Viewster, WhereverTV, Crunchyroll or WWE Network, Facebook, Skype, WhatsApp, Google, Apple, Amazon, Tencent, Alibaba and Baidu
Vodafone,
Telefonica, British China Mobile,
Telecom, Deutsche China
Telekom, Orange, NTT Group
AT&T, Verizon, T- Telecom,
Telecom Italia (Nippon
Mobile, Sprint, Century China Unicom
Telegraph &
Link
Tel), KDDI,
MTN Group, STC Softbank
Group, Etisalat Telstra, SK
CSPs Group, Vodacom,
Airtel
Telecom, Bharti
Airtel, Idea Cellular,
(Communication Telcel, Vivo, TIM Telekom Malaysia
Brazil, Claro, Oi,
s Service Cablevision
Providers / ISPs
by Geo)
Source for CSPs: TME Strategy
Book, IBM Market Development
& Research, April 2016
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 8
Dramatic market forces are re-shaping the TME industry
Enhanced Consolidation and
customer move to the cloud
experience (SDN/NFV)
Serve subscribers and Serve unpredictable
audiences faster with workloads,
superior experience unprecedented
anytime, anywhere, network traffic & data
on any device explosion
Increasing Growth of
OTT options / data-intensive apps
disruptive Difficult privacy & Enhanced pressure
competitors security issues More efficiently manage
Capitalize on vast for cost reduction
data capacity, especially
amount of customer unstructured data
data to beat your Automate threat Accelerate operational
competition intelligence & efficiency
prevention systems
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 9
Network Virtualization and Next-Gen Services: Video
80+ % of all data will be video (B2B, B2E and B2C)
Video Is The Business Video Supports The Business
Video is the end product and is monetized Video is used as a means to deliver value
Media and Entertainment, Surveillance, Education.. Communication, Marketing, Product info, Compliance
Internal External
Video stays behind the enterprise firewall Video is intended to reach the public masses
Enterprise Communication, Training, Collaboration
Costumer Engagement, B2B communication
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 10
Market demands and new technologies require CSPs to transform technologies, processes,
skills and culture to a Future Mode of Operation
Transforming Operations
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 11
Future technologies will continue to transform the TME industry
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 12
TME challenges instantly solved with IBM Flash
Collect and analyze data to
predict consumer responses
Latency issues can impact Predictive and provide custom user
customer satisfaction; need to Analytics experiences
serve parallel users, multiple
workloads and diverse needs
Video Transcoding
Network & HPC
Optimization Acceleration
Dramatically reduce
time for transcode and
rendering workloads.
IBM Accelerate databases
Integrating smartphones, FlashSystem used in the media
tablets, and mobile workflow
applications for sources of and
destination of data while
preventing fraud or security Social Media & Mining Customers
issues Smart Devices
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 13
IBM FlashSystem Industry Use Cases - Telecom
Ubiquity of mobile devices Call centers
Network & OSS Transformation / Cloud Based OSS (operations support systems)
Networking, SDN/NFV/VNF, Infrastructure
Maintaining service levels and quality
Demand for ever-increasing functionality
Peak usage / busy hour demands
Proliferation of software applications
Latency-sensitive environment
Customer Experience
Cost reduction to remain competitive
Hyper-competitive, Increasing threat of OTT
services Industry imperatives Flash opportunity areas
Oracle/DB2/SQL C-level exec competitiveness, growth
Database / analytics SAP
Data warehouse Siebel NW operations reduced latency
Billing Credit risk Call center customer experience
Call center Retention analysis
Phone activation FMS (Fraud Mgmt Infrastructure operational efficiency
CRM System) Marketing / advertising customer mining
Network services Campaign Mgmt
*and other industry apps
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 16
IBM has an unparalleled value proposition for our TME clients
COGNITIVE
Analytics, Watson Interactive
Experience
Audience insight and Personalization
Subscriber management and Churn Prediction
Requires Low
Alchemy APIs for Video and Quality of Service Latency:
Think
VIDEO SERVICE PLATFORM Flash First
Clearleap, Ustream
Open and API Driven Integration
Ready-to-Launch e2e Media Services (Capture Distribution)
Integrated Enterprise services (Billing)
HYBRID CLOUD
Blue Mix, Hybrid, Security, Aspera, Cleversafe,
IBM Storage Portfolio Design Thinking
Personalization
Global, On Prem, Off Prem Journey Mapping
Enterprise Class
Designed for Business
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 17
Mapping content in kit to stages of a sales cycle
Each stage of the sales cycle includes the content mapped on the following slides. Further FlashSystem specific content and
resources are also available that could be adapted based on your goals. Utilize Flash Essentials | PW* for access to all resources.
Also, content can be moved from any category to another as a buyers journey rarely follow a neat path. Likewise, marketing
campaigns can pull content according to the needs and context of the campaign.
1 2 3 4 5
Engage, Define
Identify Qualify
Awareness Solution, Conduct Close
Opportunity Opportunity
Demos, etc.
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 18
Content for IBM FlashSystem Sales Cycles & Marketing Campaigns focused on TME
FlashSystem One Page FlashSystem Solutions Brief Video: Boost customer Video: Plenty of Fish
1 Overview of for TME experience while maintaining Public link
Awarenes IBM FlashSystem in TME (for client) smooth operations
s (for client) Video: Royal Caribbean Images of
Public link Public link Public link Public link
these assets
and
Quick Reference Guide for VITO Letter for examples of
TME TME Video: Boost customer how to use
2 Video: Solution One
(for sales use only) experience them are
Identify (for sales use only) Public link
Public link
found on the
IBM | PW IBM | PW
following
slides of this
Case Study: Paddy Power
Case Study: Etisalat Fights HorizonWatch: Industrial deck
accommodates Sprint FlashSystem One
3 Fraud with IBM Real-Time Internet of Things (IoT) Trend
unprecedented growth with Pager Win Story
Qualify Analytics Brief, 2016
scalable technology
IBM | PW
Public Link IBM | BP
Public Link
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 19
IBM Telecom Solutions Labs
You work with IBM technology and technical teams who help
you meet specific challenges. The IBM-led teams offer
technical skills to help you:
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 20
Where to use this content
Local Events Social Media
Conference, events, user groups Leverage digital campaign content to increase
awareness, drive traffic to your website,
Hold your own event (lunch and learns, contests)
capture contacts
Twitter: #allflash #telecom #media
Digital Campaigns
#Entertainment #business
Use contacts captured from events @IBMStorage
Buy targeted lists
LinkedIn Groups:
TMEworld
https://www.linkedin.com/groups/2622928/profile
Telecom Executive Business Network:
https://www.linkedin.com/groups/65453/profile
Telecom, Mobile Apps, Ad & Payment, Cloud Computing,
OTT Professionals WW
https://www.linkedin.com/groups/90498/profile
Telecoms Professionals
https://www.linkedin.com/groups/23013/profile
Telecom Sales & Marketing
https://www.linkedin.com/groups/688547/profile
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 21
Sample events
User Groups and Associations
Digital Media Association
Local Media Association
International News Media Association
National Cable & Telecommunications Association
Telecommunications Industry Association (TIA)
US Telecom
In US, states have their own Telecom Associations as well
(MI, KY, ME, etc)
Association Media & Publishing
CCNMA
Media Communications Association - International
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 22
Sample opportunity lead generation plan
Develop with IBM Rep
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 23
Description for face to face event
Topic: Digital Drives Telecom, Media &
Entertainment
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 24
VITO Letter
IBM | PW
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 25
Sample digital campaign
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 26
Campaign Steps
Path for prospect that is clicking on links and accessing content
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 27
Target Audience: CIO (Chief Information Officer) or CTO (Chief Technology
Officer)
Define Target
Relevant, Specific
Map to Available
Why this target audience?
Content
CIOs and CTOs are among the top buyers in the TME
Industry. TME recognizes the move to all things digital
and are driving the merger of companies. As a result,
they have a combination of needs such as the need to
modernize their infrastructures, drive fast adoption and
grow services to attract new customers all while
controlling costs.
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 28
Sample E-mail to drive viewers to a
landing page
1
Call to Action
(offer) Subject Line:
Email to illicit first
response What is your technological edge for faster time to market?
Drive to landing page
Body:
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 29
Sample Landing Page
2
Landing Page Title for Landing Page:
Clear concise options Technological Edge Found Here
Deliver to offer to drive
interest and initial
engagement
Subtitle: Serve more customers, faster,
across telecom, media and entertainment
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 30
Social Media
Did you know #IBMFlashSystem can decrease your time to market with new #telecom #media offerings
Process millions of files per minute, serve more customers all while lowering your costs. Learn more at https://
ibm.biz/BdrX33 <Include your contact or URL to landing page>
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 31
Next Steps If YES click through
Nurture Contact Action Goal: Download FlashSystem One Pager Overview for TME 3
Provide compelling
content
Follow-up aggressively
Action taken?
to lead them to take If Yes, prospect opened asset, then send follow-up asset, such as the two-page Solution
action
Brief to further educate client (and/or straight to inside sales).
From your landing page, you hopefully captured the type of services being offered or
challenges. Customize this email accordingly, pulling the correct collateral that aligns. An
example follows.
(create landing page with associated asset and utilize a progressive form to capture
additional key information in order to pass the lead to sales)
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 32
Next Steps If YES
Engage
4
Educate the client
Partner with IBM Reps Action: Open Case Study or click to view Video
to progress the deal
Action taken?
Yes Follow-up: Phone call utilizing Sales Quick Reference Guide to qualify Client
IBM | PW
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 33
Sales Quick Reference Guide
For IBM or Business
Partners use only
Just
Use to identify or qualify
waitin a prospect
g on IBM | PW
final
graphi
c
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 34
Solution Brief
For Clients
Use as a follow-up
piece or to generate
interest
Public link
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 35
Additional Client Collateral:
Links to each asset on slide 19
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 36
Additional Client Collateral:
Links to each asset on slide 19
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 38
Next Steps If NO from follow-up email
Follow-Up
1
Email to prompt
other action
Continue to
If No, prospect did not open case study, give it one
educate or use
source to lead to more attempt with one more follow-up email:
next connection
We noticed you did not open the Case Study from Etisalat which describes how they were
able to significantly improve performance while reducing costs. Do you have a colleague
that might be interested?
300% overall performance enhancement for Fraud Management System
20x better results in analysis time
<500s (microsecond) both read and write I/Os
Please forward this asset and help your telecom, media and entertainment community
realize the benefits of modernizing data systems.
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 39
Next Campaigns
Resource Links to assets
Client Reference Deck: IBM | PW
Implementations with PPT deck highlights wins
Telecommunications, Media & - NOTE: Utilize public references only in a
Entertainment digital campaign; case study or videos
(sales references require clients permission, but
can be used in face to face meeting)
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 40
Additional kits follow the same format
Provide targeted assets
Application
Acceleration:
IBM | PW
Financial
Services:
IBM | PW
Healthcare:
IBM | PW
FlashSystem
Family:
IBM | PW
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 41
Feedback welcome
Let us know what works and what doesnt work for you with the Sales &
Marketing Kit for FlashSystem Family.
IBM Corporation 2016 IBM & IBM Business Partner Use Only FlashSystem | 42