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Product Design & Development Process
IIR’s 4th Annual
African Telecom Billing & Revenue Management Forum Incorporating RA Functions Into The Product Design & Development Process
Presented By Syed Thameem 3rd – 7th Sep 2007 Cape Town International Convention Centre
Syed Thameem
1
Product Design & Development Process Agenda:¾
Risk Assessment for Products & Services
¾
How RA is going to assist identify any potential areas of revenue loss
¾
Examining all Payment options for current & future products
¾
Why the products are failing?
¾
Challenges in the third party and billing
¾
How can we make successful product launch and maximising revenue revenue
¾ End
of the presentation
Syed Thameem
2
Product Design & Development Process
Risk Assessment for Products & Services Telco’s are losing millions of $ lost in the launching of new products and services due to
inadequate risk assessment.
Most of Telco’s give importance to the risk assessment done by RA RA is playing pivotal role in the risk assessment for new services and products There’s no industry best practices available. Risk assessment methodology differs from
product to product and operations also.
There are 4 phases in the Product/services launch process. RA should be in a position to advice different departments about the risks involved in the new
product/service in advance
Syed Thameem
3
Product Design & Development Process
Market dynamics key You need a deep understanding of how the market works if you want to stand out from the crowd The markets The regions The consumers The enterprises The offers The functionalities The future
Syed Thameem
4
Product Design & Development Process Product/market Matrix
Product
Present
Market Present
New
Syed Thameem
Market Penetration Market Development
New Product Development
Diversification
5
Product Design & Development Process Opportunity Assessment Concept Phase Opportunities – a sample screening matrix
A typical phase-gate process for new product development can be used to evaluate and filter ideas. This approach has been shown to improve the probability of achieving marketplace success with a product or service. The Process flow (next slide) shows the flow of ideas into the first phase called the Concept phase. During this phase, the idea is surfaced and rapidly evaluated based on some of some specified criteria. These criteria can include: 1) Fit with corporate strategy 2) Market size 3) Revenue potential 4) Fulfilled customer needs 5) Technical or operational capability
Syed Thameem
Num ber
Opp ortu nity Nam e
Fi t wi th St ra te gy ?
Marke t Size > $xxx M
Reve nue Pote ntial > $xxx M
Valu e Prop ositi on Ident ified ?
Size of Invest ment Need ed
Tec hno log y Ava ilabl e? Y or N
Ti me to Re ve nu e
2007Sep-a 2007Sep-b 2007Sep-c 2007Sep-d 2007Sep-e
6
Product Design & Development Process
Syed Thameem
7
Product Design & Development Process Identifying areas for Risks • • • • • • • • • • • • •
Is the idea suggested/drawn by Marketing is workable? Is the event billable by existing billing system? Are do we require more investment needed to bill? Is the pricing included the taxes, interconnect cost and etc? Is the cost benefit analysis done? Whether we make profit or loss? Is all the resources available? Is the product/service properly configured in the billing system? Is the Universal Acceptance Test done? For different service/packages? Is the soft launch successful? Are the monitoring tools/reports are available? Is the End to End process document agreed and signed off? Have we communicated to the stake holders about the launch? Product launch kit
RA has to conduct independent testing of the new service/product end to end. And certify to the Management that there’s no leakage for revenue. Then finally Marketing should take off! Syed Thameem
8
Product Design & Development Process Customer segmentation is a fundamental part of the Marketing Strategy
Overall company strategy and objectives
MARKETING STRATEGY
Customers
Competitors
Segment analysis
Example: • Demographics • Geographic • Behaviour
Suppliers
Macroeconomics Syed Thameem
Example: • Youngsters • Achievers • SME
MARKETING MIX Services
Technology
Target selection
Example: • Voice • Messaging • Mobile Internet
Sales & Distribution
Example: • Own shops • On-line sales • Retailers
Pricing Marcom
Example: • Per session • Per transaction • Buckets Example: • Direct mail • Newspaper • TV
+ with attractive service offering
IMPLEMENTATION
SEGMENTATION
Matching target customers
9
Product Design & Development Process
The mobile operator business-model Traffic, Traffic, Activation, Activation, Monthly Monthly
Revenues Revenues
Application Application Services Services
Other Other Interconnection Interconnection Costs Costs
EBITDA EBITDA
Line Line Rents Rents && Site Site Rents Rents Fuel/Maintenance Fuel/Maintenance
Operating Operating Expenses Expenses (OPEX) (OPEX)
Management Management Fees Fees Marketing Marketing Billing Billing
EBITA EBITA
Distribution Distribution commission commission Eng. Eng. && Operation Operation
Net Net Income Income
Admin Admin && Salary Salary General General Expenses Expenses Depreciation Depreciation Financials Financials && Amortization Amortization Income Income Tax Tax
Syed Thameem
10
Product Design & Development Process
3 Year Technology Roadmap
Tools Product 2
Products
Platform
Product 1
Release 1
2007 Syed Thameem
Product 4 Product 3
Release 2
Release 3
2008
2009 11
Product Design & Development Process
PRODUCT LAUNCH TOOL KIT 1. Product launch plan 2. Competitive product comparison 3. Product Naming guidelines 4. Product over review 5. Marketing Budget 6. Collateral & Sales Tool kit 7. SWOT analysis 8. Product features and benefits 9. ROI 10. Press release 11. Customer presentation
Syed Thameem
12
Product Design & Development Process RA Assisting in identifying and arresting revenue leakages Revenue Assurance can assist in identifying and arresting revenue leakages in different ways – – – – – – – – – – – –
To attend the product development team for discussion, design, pricing and implementation Product/ service mechanics are fine and should be easily understandable by the layman Accessing the Proposal to find any loopholes for revenue leakages Access the marketing strategy regarding the launch of new service/product Information cascade to down level Testing the service before launching whether we are billing correctly or not Helping the management by continuous monitoring and reporting All complaints logs received immediately escalated for further improvement Feedback received from the market should be discussed Continuous testing of the product/service Continuous improvement of the product/service to maximise revenue Road map for the Product/service offered
Syed Thameem
13
Product Design & Development Process Why Products are failing? Companies invest millions of $ each year developing new products and trying to increase their revenues and profitability. Some of these are good and some aren’t. Nonetheless, they all have 1 thing in common: without appropriate marketing activities they will most likely to FAIL. 75% of new product development programs fail commercially.
Below are Top 10 reasons for failure 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Not planning early enough No sustaining marketing plan Poor quality or design of the product Inadequate funding Overestimating results Driving customers to buy your competition Announcing too early No dedicated review program Not communicating early enough Spending lot of time in the product design / launch
Syed Thameem
14
Product Design & Development Process Examples: If you don’t configure properly, you will loose revenue! 45,000
60,000
40,000 50,000 35,000 30,000
40,000
25,000 30,000 20,000 15,000 10,000 5,000 0
Syed Thameem
20,000
333 count TOPUP COUNT
10,000
0
15
Product Design & Development Process
Challenges in the 3rd Party Billing If we go for the 3rd Party billing and we will face the following challenges; ☻ Billing not properly - leads to revenue loss ☻ Improper configuration, what to bill and how to bill ☻ Source code/design defects ☻ Lack of monitoring tools ☻ No Customer care and support ☻ No agreed process for sending and receiving data ☻ No backup procedures ☻ No disaster recovery and BCP
Syed Thameem
16
Product Design & Development Process Challenges in the 3rd Party Billing
In order to over come challenges in the 3rd Party billing we need to have the below things:√ Proper singed agreement by both parties √ Service level agreement and responsibilities and rights level √ Process flow and procedures (End to End) √ Proper configuration of the systems √ UAT √ Agreed Disaster and BCP √ Pre launch sign off √ Continuous monitoring and testing the services √ Reconciliation of the services √ Month end settlement
Syed Thameem
17
Product Design & Development Process How can we make successful launch & maximise revenue First and foremost thing is
Planning Planning Planning
Planning is very important thing for any successful launch of product and service. If we don’t plan proper either we kill the product or even the whole company’s brand. We need to Plan early enough & involving different departments. Project plan and leader has to be… If the product is not satisfying the market, we loose the confidence and loose the market share. We need to launch the product which will sustain and customers has to satisfy it. Projections should be accurate, if don’t we can blow up in big. The projections are very important either under/over project, that will affect seriously. We need analyse the past data and consider. Creating excitement in the market, before launch of the product. Never do this, we need to sure and product has to be certified by the Assurance department. When everything is fine, Launch it. If you are ill prepared it will back fire!
Syed Thameem
18
Product Design & Development Process Each year, millions of dollars are wasted when products enter the market ill prepared to meet customer expectations and requirements. Insufficient customer feedback and lack of customer involvement during the development process are the key reasons for unsuccessful launches.
Syed Thameem
19
Product Design & Development Process
Thank you for your attention Contact Details Syed Thameem [email protected] [email protected]
Syed Thameem
20
IIR’s 4th Annual
African Telecom Billing & Revenue Management Forum Incorporating RA Functions Into The Product Design & Development Process
Presented By Syed Thameem 3rd – 7th Sep 2007 Cape Town International Convention Centre
Syed Thameem
1
Product Design & Development Process Agenda:¾
Risk Assessment for Products & Services
¾
How RA is going to assist identify any potential areas of revenue loss
¾
Examining all Payment options for current & future products
¾
Why the products are failing?
¾
Challenges in the third party and billing
¾
How can we make successful product launch and maximising revenue revenue
¾ End
of the presentation
Syed Thameem
2
Product Design & Development Process
Risk Assessment for Products & Services Telco’s are losing millions of $ lost in the launching of new products and services due to
inadequate risk assessment.
Most of Telco’s give importance to the risk assessment done by RA RA is playing pivotal role in the risk assessment for new services and products There’s no industry best practices available. Risk assessment methodology differs from
product to product and operations also.
There are 4 phases in the Product/services launch process. RA should be in a position to advice different departments about the risks involved in the new
product/service in advance
Syed Thameem
3
Product Design & Development Process
Market dynamics key You need a deep understanding of how the market works if you want to stand out from the crowd The markets The regions The consumers The enterprises The offers The functionalities The future
Syed Thameem
4
Product Design & Development Process Product/market Matrix
Product
Present
Market Present
New
Syed Thameem
Market Penetration Market Development
New Product Development
Diversification
5
Product Design & Development Process Opportunity Assessment Concept Phase Opportunities – a sample screening matrix
A typical phase-gate process for new product development can be used to evaluate and filter ideas. This approach has been shown to improve the probability of achieving marketplace success with a product or service. The Process flow (next slide) shows the flow of ideas into the first phase called the Concept phase. During this phase, the idea is surfaced and rapidly evaluated based on some of some specified criteria. These criteria can include: 1) Fit with corporate strategy 2) Market size 3) Revenue potential 4) Fulfilled customer needs 5) Technical or operational capability
Syed Thameem
Num ber
Opp ortu nity Nam e
Fi t wi th St ra te gy ?
Marke t Size > $xxx M
Reve nue Pote ntial > $xxx M
Valu e Prop ositi on Ident ified ?
Size of Invest ment Need ed
Tec hno log y Ava ilabl e? Y or N
Ti me to Re ve nu e
2007Sep-a 2007Sep-b 2007Sep-c 2007Sep-d 2007Sep-e
6
Product Design & Development Process
Syed Thameem
7
Product Design & Development Process Identifying areas for Risks • • • • • • • • • • • • •
Is the idea suggested/drawn by Marketing is workable? Is the event billable by existing billing system? Are do we require more investment needed to bill? Is the pricing included the taxes, interconnect cost and etc? Is the cost benefit analysis done? Whether we make profit or loss? Is all the resources available? Is the product/service properly configured in the billing system? Is the Universal Acceptance Test done? For different service/packages? Is the soft launch successful? Are the monitoring tools/reports are available? Is the End to End process document agreed and signed off? Have we communicated to the stake holders about the launch? Product launch kit
RA has to conduct independent testing of the new service/product end to end. And certify to the Management that there’s no leakage for revenue. Then finally Marketing should take off! Syed Thameem
8
Product Design & Development Process Customer segmentation is a fundamental part of the Marketing Strategy
Overall company strategy and objectives
MARKETING STRATEGY
Customers
Competitors
Segment analysis
Example: • Demographics • Geographic • Behaviour
Suppliers
Macroeconomics Syed Thameem
Example: • Youngsters • Achievers • SME
MARKETING MIX Services
Technology
Target selection
Example: • Voice • Messaging • Mobile Internet
Sales & Distribution
Example: • Own shops • On-line sales • Retailers
Pricing Marcom
Example: • Per session • Per transaction • Buckets Example: • Direct mail • Newspaper • TV
+ with attractive service offering
IMPLEMENTATION
SEGMENTATION
Matching target customers
9
Product Design & Development Process
The mobile operator business-model Traffic, Traffic, Activation, Activation, Monthly Monthly
Revenues Revenues
Application Application Services Services
Other Other Interconnection Interconnection Costs Costs
EBITDA EBITDA
Line Line Rents Rents && Site Site Rents Rents Fuel/Maintenance Fuel/Maintenance
Operating Operating Expenses Expenses (OPEX) (OPEX)
Management Management Fees Fees Marketing Marketing Billing Billing
EBITA EBITA
Distribution Distribution commission commission Eng. Eng. && Operation Operation
Net Net Income Income
Admin Admin && Salary Salary General General Expenses Expenses Depreciation Depreciation Financials Financials && Amortization Amortization Income Income Tax Tax
Syed Thameem
10
Product Design & Development Process
3 Year Technology Roadmap
Tools Product 2
Products
Platform
Product 1
Release 1
2007 Syed Thameem
Product 4 Product 3
Release 2
Release 3
2008
2009 11
Product Design & Development Process
PRODUCT LAUNCH TOOL KIT 1. Product launch plan 2. Competitive product comparison 3. Product Naming guidelines 4. Product over review 5. Marketing Budget 6. Collateral & Sales Tool kit 7. SWOT analysis 8. Product features and benefits 9. ROI 10. Press release 11. Customer presentation
Syed Thameem
12
Product Design & Development Process RA Assisting in identifying and arresting revenue leakages Revenue Assurance can assist in identifying and arresting revenue leakages in different ways – – – – – – – – – – – –
To attend the product development team for discussion, design, pricing and implementation Product/ service mechanics are fine and should be easily understandable by the layman Accessing the Proposal to find any loopholes for revenue leakages Access the marketing strategy regarding the launch of new service/product Information cascade to down level Testing the service before launching whether we are billing correctly or not Helping the management by continuous monitoring and reporting All complaints logs received immediately escalated for further improvement Feedback received from the market should be discussed Continuous testing of the product/service Continuous improvement of the product/service to maximise revenue Road map for the Product/service offered
Syed Thameem
13
Product Design & Development Process Why Products are failing? Companies invest millions of $ each year developing new products and trying to increase their revenues and profitability. Some of these are good and some aren’t. Nonetheless, they all have 1 thing in common: without appropriate marketing activities they will most likely to FAIL. 75% of new product development programs fail commercially.
Below are Top 10 reasons for failure 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Not planning early enough No sustaining marketing plan Poor quality or design of the product Inadequate funding Overestimating results Driving customers to buy your competition Announcing too early No dedicated review program Not communicating early enough Spending lot of time in the product design / launch
Syed Thameem
14
Product Design & Development Process Examples: If you don’t configure properly, you will loose revenue! 45,000
60,000
40,000 50,000 35,000 30,000
40,000
25,000 30,000 20,000 15,000 10,000 5,000 0
Syed Thameem
20,000
333 count TOPUP COUNT
10,000
0
15
Product Design & Development Process
Challenges in the 3rd Party Billing If we go for the 3rd Party billing and we will face the following challenges; ☻ Billing not properly - leads to revenue loss ☻ Improper configuration, what to bill and how to bill ☻ Source code/design defects ☻ Lack of monitoring tools ☻ No Customer care and support ☻ No agreed process for sending and receiving data ☻ No backup procedures ☻ No disaster recovery and BCP
Syed Thameem
16
Product Design & Development Process Challenges in the 3rd Party Billing
In order to over come challenges in the 3rd Party billing we need to have the below things:√ Proper singed agreement by both parties √ Service level agreement and responsibilities and rights level √ Process flow and procedures (End to End) √ Proper configuration of the systems √ UAT √ Agreed Disaster and BCP √ Pre launch sign off √ Continuous monitoring and testing the services √ Reconciliation of the services √ Month end settlement
Syed Thameem
17
Product Design & Development Process How can we make successful launch & maximise revenue First and foremost thing is
Planning Planning Planning
Planning is very important thing for any successful launch of product and service. If we don’t plan proper either we kill the product or even the whole company’s brand. We need to Plan early enough & involving different departments. Project plan and leader has to be… If the product is not satisfying the market, we loose the confidence and loose the market share. We need to launch the product which will sustain and customers has to satisfy it. Projections should be accurate, if don’t we can blow up in big. The projections are very important either under/over project, that will affect seriously. We need analyse the past data and consider. Creating excitement in the market, before launch of the product. Never do this, we need to sure and product has to be certified by the Assurance department. When everything is fine, Launch it. If you are ill prepared it will back fire!
Syed Thameem
18
Product Design & Development Process Each year, millions of dollars are wasted when products enter the market ill prepared to meet customer expectations and requirements. Insufficient customer feedback and lack of customer involvement during the development process are the key reasons for unsuccessful launches.
Syed Thameem
19
Product Design & Development Process
Thank you for your attention Contact Details Syed Thameem [email protected] [email protected]
Syed Thameem
20
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