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AMI 2009Customer Support Brief

March 2009

Bob NugentVP Advisory Services

Pat BrightVP Subscriptions

AMI 2009 Goals• Listen to our leading customers to:

– Tailor current products/services to need– Prioritize 2009 collections and coverage

• Introduce new products & services:– New Advisory Services offerings– New country/issue coverage in subscriptions– New unmanned systems database/product

• Deliver to customer needs/opportunities

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AMI 2009: Organizational Snapshot

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Subscription/Market Intelligence:• Predictive Analysis on Navies/Market worldwide

– Ships/Systems & Fleet force structures thru 2028

• Proven Product Line1. Flagship Product: World Naval Projections Report (WNPR)– 72 countries; 581 ship projects; 3271 hulls to be built 2009-2028– 18 month refresh rate on country reports…more frequent on customer priority reports– New countries covered by request: In 2008 we added Croatia, Cameroon

2. Naval Systems Projections Database (NSPD)--250+ data fields on individual ship system/equipment outfitting for each ship project

3. World Missile Systems Online4. Hot News Monthly)

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Continuous access/interface with AMI naval market analysts

Subscription/Market Intelligence Team

• Pat Bright (24 years Navy intel; 9 years @ AMI)• Rick Dorn (20 years Navy ops; 5 years @ AMI)

• Linda Smith 5 years Navy intel; 1 year @ AMI)• Andrew Henderson* MA Pitt; Unmanned Systems• Entry Level Market Analysts

*Advisory Services contributors

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Subscription/Market Intelligence: Tools

• Hot News Archive with Key Word Search• Photo Library• Contract Data (continuously updated)• Electronic Library of government/other

documents related to naval markets• Country/Region/Vessel Type/System sorts

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2008 Highlights• Enhanced Photo Library• Google Earth global shipyard/naval facility database• Expanded NSPD• Added System (radar, missile, CMS) Search functionality to

NSPD• Courtesy Hot News Subscriptions• AMI expert commentary in Trade Press:

– Defense News, Seapower

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2009 Way Ahead• Debut redesigned AMI Web Site

– w/ 3 Business Unit Portals (Subscription, Advisory, Government)

• Release of “Existing Ships Data Base” (ESDB ™)– Coverage of future naval modernization projects– Same AMI focus on market opportunities and key dates

• Beta Version of Unmanned Systems Market/Data Product– Covering UAV, UMS, UGV– Building on long AMI Advisory/Analytic track record in unmanned

maritime systems– Applying proven WNPR/NSPD structure and focus to related market

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AMI Advisory Services

2009

Advisory Services—Our Value Proposition • AMI brings unmatched mix of analysis and access:

– Unmatched insight into current and future naval platform/systems market– Plus network/connections to help customers win– Strategic Advisory Group enhances client access/advocacy to customers

• Subscribers get “value added” from Advisory Services:– In-depth focus/expertise + win-centered recommendations – Augment customer in-house mkt research/capture efforts– Proxy for small/entry level customers without large staffs– Honest broker to validate customer strategies, entry, capture plans– “Clear Head” and new ideas to solve a market/product problem

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Advisory Services Offers: (SAG focus)• Business Unit and Product Strategy Development• Comparative Assessments of Naval Systems or Designs• Technology Assessments• Focused Naval Market Assessments: (platform/region/system/subsystem)• Competitor Assessments • “Quicklooks” to review prospects in future and adjacent markets• “Red Team” Reviews of Programs and Products• “Black Hat” Teams to Assess Competitor Proposals and Programs • Strategic Communications/Marketing Theme Development• Capture Strategies for Targeted Programs• Senior Decision-Maker Engagement and Contact Plans

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SAG-Current Lineup• VADM Doug Katz (OPNAV; CNO; ONR)• VADM Bill Hancock (OPNAV; USMC/Army)• VADM Barry Costello (Legislative; Int’l)• RADM George Huchting (Acquisition; NSFS; TBMD)• RADM Tom Wilson (OPNAV; Industry)• Dave Lassek (Ex NAVSEA, UD, BAE)• RADM Jim Taylor (NAVSEA, FMO; Shipyards)

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Future Adds: USCG; USMC; Int’l

Advisory Service Team and Profile• Strengths (Customer Feedback):

o Response time, focus, insight, data, value for moneyo Consistent quality brings sustained/repeat engagementso Industry-wide reputation; wide US and global networkso Adding value at all levels--program capture to strategic decision support

• Team Roles/Skill Set Mix:– Guy: Concepts, Coaching, Contacts (Senior Navy/Industry) – Bob: Delivery, Coordinating; Communicating

(VP Adv Services, MBA, 22 years Navy intel/acquisition)

– Researchers: Collecting, (data) Crunching– SAG: Customer Outreach, Advocates; Networks – Subcontractors Contacts; Context; Technical/Tactical analysis

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Advisory Services: Current Focus Areas• Global Recession-Impact on Naval Markets• Unmanned Systems-Domestic/Int’l Markets• Maritime Security Products and Markets• Emerging Naval Markets-Asia/ME/Americas• Future US Sea Service (USN/USCG) Structures

– Surface Combatants…new small combatant niche?– Radar/Sensor upgrades…OA and new builds – Sea Base and Unmanned Systems programs

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