Effective segmentation for a post-PC age
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Transcript of Effective segmentation for a post-PC age
Effective segmentation for a post-PC age
Camille Mendler Principal Analyst [email protected]
Informa Telecoms & Media 2014 Industry Outlook
London: Nov. 7, 2013
Segmentation is now a critical task
Two thirds of CSPs hope to find top-line growth in new segments.
Cloud M2M
‘Digital’
Big Data Growth pursuits are diverse
Enterprise
Smart grid Smart
cities
ICT
APIs
Source: Flickr/Adrian Hand
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Market vision is obscured
Source: Flickr/Edie**
Obstructions include:
1. Thinking bigger is better
2. Worshipping fallen idols
3. Practising class discrimination
4. Creating new silos
5. Believing one size fits all
The hunt for ‘new’ segments is really about focus adjustment.
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Indonesia Italy Portugal France UAE UK
Firms by employee numbers 0 - 9 10 - 49 50 - 249 250 +
Sou
rce: Euro
stat, U
AE M
inistry o
f Lab
ou
r, IFC, C
ensu
s Ind
on
esia.
Indonesia Italy Portugal France UAE UK
Workforce distribution by firm size
1. Thinking bigger is better
Over 70% of CSP enterprise assets are dedicated to 0.5% of firms.
80% of GDP
68% of GDP
62% of GDP
57% of GDP
40% of GDP
51% of GDP
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employees Number of firms per country
Proportion of employees by firm size
2. Worshipping fallen idols
1983 2013
Today, 65% of CSP SaaS offers still assume a PC only for access.
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0% 20% 40% 60% 80% 100%
Accommodation + food
Transportation + storage
Construction
Manufacturing
Wholesale + retail trade
Professional, scientific +technical
Information + communicationManagers, directors,senior officials
Professionaloccupations
Associate professional+ technical
Sales + customerservice
Administrative +secretarial
Other occupations
3. Practising class discrimination
The primary focus of CSPs is office-based, white-collar workers.
Job distribution by industry
% of total industry workforce
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Sou
rce: Euro
stat a
nd
Info
rma
Telecom
s & M
edia
4. Creating new silos
Are you really offering “unified” communications yet?
«Conversations»
Satellite LTE
Wi-Fi
Weightless
Bluetooth
6LoWPAN
Microwave
etc….
ZigBee
MPLS
On-prem Cloud
GPRS
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5. Believing one size fits all
6%
34%
53%
60%
47%
27%
19%
71%
43%
30%
31%
26%
55%
39%
30%
30%
38%
36%
45%
36%
Other
Shipment / delivery tracking
Booking management
Document management
Transit times
Time management
Customer / guest profiling
Payment processing
Client communication
Sales / marketing
Customer service
General administration
Which business processes do you MOST want to improve? (Top 5 by industry – correlated)
Professional services
Retail
Hospitality
Transport/Logistics
Common to all, but not most important
Most CSPs build portfolios around common denominators – but not necessarily the most important.
Source: Informa Telecoms & Media, 2013
n=828 European SMEs
Percentage of respondents by industry
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1960 1970 1980 1990 1998 20021959 Peter Drucker coins the term ‘Knowledge Worker’
1981 IBM PC launched
2000 World’s first 3G network
Knowledge-centric activities grow
Machines take over many activities
Source: The Skill Content of Recent Technological Change, Quarterly Journal of Economics (Nov. 2003); and Informa Telecoms & Media
Let’s thank the PC for its impact on work
An extraordinary shift has occurred over the past 30 years.
Working tasks: Distribution over time
Workforce
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And there’s further to go
Routine cognitive tasks Measuring, inspecting
Routine manual tasks Parts assembly, photocopying
Expert thinking Diagnosing, designing
Complex communication Training, advising, selling
Non-routine manual tasks Driving, repair, serving Knowledge
centric
Collaborative Transactional
Man vs machine – or a closer relationship?
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We need to focus on individual roles
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Source: Flickr/EVMaiden
Identify – and triage – business processes
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Industry Transactional Collaborative Knowledge centric
Lawyer • Document mgmt • Appointments • Time tracking • Data entry
• Client and team communication
• Consultancy • Design • Diagnosis • Sales & marketing outreach
Restaurateur
• Payment • Order taking
• Order processing • Menu design, portion sizing • Sales & marketing outreach • Pricing policy
Retail store owner • Payment • Inventory mgmt
• Order processing, logistics, tracking
• Stock composition • Pricing policy • Sales & marketing outreach
Construction foreman
• Document mgmt (bids, designs)
• Field to office communication
• Audit • Project mgmt
Real estate broker • Document mgmt • Data entry / Inventory
mgmt • Quality checks
• Field to office communication
• Sales & marketing outreach • Audit
Consider the range of tools – and then the connectivity – appropriate to the task.
‘Dematerialize’ manual processes
Enable multi-channel collaboration
Speed knowledge creation
Expect new tools to become invisible
Neolithic axe Computer mouse GPS tracker
The tool isn’t separate - it’s implicit to the value proposition.
Human plus? Our cognitive actions align to the tools we use*
*Source: Dotov DG, Nie L, Chemero A (2010) A Demonstration of the Transition from Ready-to-Hand to Unready-to-Hand, Franklin & Marshall College
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Final thoughts
• Put segmentation at the top of your strategic agenda
• Finding ‘new’ growth segments might simply require focus adjustment.
• Don’t use connectivity-centric metrics to size your opportunity
• Consider individual roles and how to improve business processes versus counting what to connect.
• Connected devices will become invisible in the post-PC world
• Their role in human work will be so deeply embedded that they will often be unnoticed.
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Thank you! Camille Mendler Principal Analyst Email: [email protected] Twitter: @cmendler