Journey from local B2C to global B2B

Transcript

1. JOURNEY FROM LOCAL B2C TO GLOBAL B2B Jay Gupta Senior

   Product Marketing Manager, Telia Carrier 3rd December 2019 Product Marketing Summit, London

2. TELIA – SNAPSHOT

3. PARALLEL INVESTMENTS IN THE GLOBAL INTERNET -Creation of a B2B

   business unit to build and provide global network services -(Telia Carrier) Network became part of the global Internet backbone -“By 2001 there was end-to-end coverage from Silicon Valley to Russia Today the network has more than 65,000km of optical fiber in more than 35 countries

4. WE ARE THE WORLD’S BEST-CONNECTED INTERNET BACKBONE PROVIDER 55% +

   Global internet routes directly connected on our network

5. CELEBRATED 25 YEARS BEING ON THE INTERNET A series of

   industry firsts…

6. WE HELP GLOBAL ORGANIZATIONS SCALE OPERATIONS USING THE INTERNET BACKBONE

   o Wholesale services o Connect data centres o Connect global offices o Connect to cloud providers o Connect to the public internet 17+ - B2B products built using our Global Network Primary Use Cases 5/6 - Top global content sites rely on our network - Direct connections to the world’s leading cloud providers 5/5

7. CHALLENGES OF DRIVING GLOBAL BRAND AWARENESS Build global products Open

   global offices Expand assets globally Brand goes global Capabilities Investments

8. POLYCENTRIC MARKETING IN B2C

9. GEOCENTRIC MARKETING IN GLOBAL B2B Global Infrastructure products and services

   are mainly about: - Interoperability - Standardization - Coverage - Global Scale Brand Awareness matters when you have “local” global competition

10. LINK BRAND POSITIONING TO PRODUCT POSITIONING Brand Positioning is… “The

    act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” – Philip Kotler

11. PLANT SEEDS OF INTEREST Functional Interest (Product Offering) Functional Interest

    (Product Offering) Emotional interest (Image & Mind) Coverage Performance Commercial Terms Magnitude Quality Culture Product Positioning is… “The act of designing the product’s offering and image to occupy a distinctive place in the mind of target buyers”

12. WORKING EXAMPLE: THE PERCEPTION OF MAGNITUDE Global Network # of

    Direct Internet Routes Product Portfolio Our Engineering Staff B2B Service Coverage B2C Footprint and Products A global company Well- connected Breadth of products Experience They cover our market They understand retail markets Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

13. WORKING EXAMPLE: THE PERCEPTION OF QUALITY Network Speed Network Capacity

    Technical Standards Certifications Technology Partners B2C Product Technology e.g. 4G, LTE, IoT, 5G Fast network Scalable Compatible Credible They use the best-of-breed Working with the latest technologies Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

14. WORKING EXAMPLE: THE PERCEPTION OF CULTURE List Price Pricing model

    Contractual Duration Cost of change requests Configure, Price and Quote B2C Market Share Not the cheapest Consumption Based No long term lock-in Flexible Simple and straightforward pricing They have a lot of customers! Provide proof points that support functional interests Create the right perception to support emotional interests PRODUCT POSITIONING BRAND POSITIONING

15. THE RESULTS: FUNCTIONAL -> EMOTIONAL -> BRAND Functional Interest (Product

    Offering) Emotional interest (Image & Mind) Brand Awareness Coverage Performance Commercial Terms Magnitude Quality Culture  They’re big  Well-engineered products  They offer a fair deal

16. CONCLUSION o Understand the relationship between product positioning and brand

    positioning o Link functional interests to emotional interests o Find proof points to back-up functional claims o Weave in B2C success where it adds value o Drive perception on Magnitude, Quality and Culture

17. OF TOMORROW WE CARRY THE BIG IDEAS THANK YOU FOR

    YOUR ATTENTION!