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
   

   View Slide

2. TELIA – SNAPSHOT
   

   View Slide

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
   

   View Slide

4. WE ARE THE WORLD’S BEST-CONNECTED
   INTERNET BACKBONE PROVIDER
   55% +
   Global internet
   routes directly
   connected on
   our network
   

   View Slide

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

   View Slide

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
   

   View Slide

7. CHALLENGES OF DRIVING GLOBAL BRAND
   AWARENESS
   Build global
   products
   Open
   global
   offices
   Expand
   assets
   globally
   Brand goes global
   Capabilities
   Investments
   

   View Slide

8. POLYCENTRIC MARKETING IN B2C
   

   View Slide

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
   

   View Slide

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
    

    View Slide

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”
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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
    

    View Slide

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

    View Slide