2015 Brand Positioning
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IP-COM Brand View
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1. IP-COM-Product Basis
2
1
•
•
• • •
AP
4
3 •
•
•
•
•
AP Controller
•
• •
Switch
Gateway
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2. IP-COM Strength
Cloud Control
M300 CW1000
G3224T G3224P P115AP G1009PEI NVR S165AP W30AP Camera
W45AP
Total Wireless Solution
W185AP
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3. Competitive Advantage Smart Antenna(2015) 1.Intelligent locating clients 2.400+ wireless clients 3.200+video wireless clients
Advanced AP Management 1.Up to 500 AP’s 2.Centralized AP management 3.SSIDs to VLAN tagged
Total Solution 1.Various Switch, Controller, gateway to work with wireless system 2. 3-tiers of solution for different wireless demands.
Rich Experience Projects Over:
10000+ Hotels 200+ Administrative premises 100+ Education Premises 100+ Shopping Malls
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4. IP-COM Current Brand Position Worldwide Enterprise WLAN Market
Powerful
Cisco
Cisco
Aruba
Aruba
Aerohive
HP
HP
Ruckus
Ruckus
IP-COM Ubiquiti
Easy to use
Capabilities
Leader Motorola
Aerohive
Meru Xirrus Airtight Juniper
Enterasys Adtran Ubiquiti D-Link
Major Players IP-COM
Extricom
Strategies
Contenders
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5. IP-COM Product Road View in 2 Years High Density AP Wireless Road view
Channel Auto Adjustment( Controller Feature) Transmitting Power Auto Adjustment(Controller Feature) Seamless Roaming(Controller Feature) Clients Balance between AP’s(Controller Feature)
AP Distribution forwarding and centralize forwarding
Remote management and maintain for controllers Wi-Fi Ad system 50000+Clients portal system
Private Cloud
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6. IP-COM Brand View in 2 years Worldwide Enterprise WLAN Market
Powerful
Cisco
Cisco
Aruba
Aruba
Aerohive Ruckus
HP
Hard to Use Easy to use
Ubiquiti
Ruckus
IP-COM
Leader
Capabilities
HP
Motorola Meru IP-COM Xirrus Airtight Juniper
Aerohive
Enterasys Adtran Ubiquiti D-Link Extricom General
Strategies
Major Players
Contenders
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Contenders Overview
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1. Leaders of the Industry
Cisco: Brand view: World’s No. 1 ICT solution provider with various networking products. Product line for wireless: AP, wireless controller, outdoor AP and Miraki(sub-brand for SMB). Aruba: Brand view: Leading vendor selling enterprise wireless LAN equipment's. Associated with HP(used to be Alcatel-Lucent) Product line: AP, instant AP, mobility controller, mesh router and switches. Ruckus: Brand view: Global Wi-Fi technology company, supply directly to ISP and WLAN systems indirectly to enterprise customers. Product line: AP, wireless controller and wireless managing software
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2. Comparison to Leaders Leader brands(Cisco, Aruba, Ruckus)
IP-COM
To Channel partner: well-known brands which means high investment if carry any(both technical side and HR side) To Customer: trustful, high cost, need professional maintain service
To Channel Partner: New brand, new margin, uncertain performance To experienced Customer: if no brand preferrence, depends on the requirements and product performance To inexperienced Customer: brand does not matter, quality and price do.
Product
To Channel Partner: Powerful and stable, needs to be fully trained for configuration To Customer: depend on deployment and maintain service(sometimes features are not all that matter, customers need better Wi-Fi experience.
To Channel Partner: standard AP and switch features, less investment for training, controller easy to use To experienced Customer: may have preference on brands, sometimes accept new brand’s if testing result is positive To inexperienced Customer: Depend on what SI suggests.
Price
To Channel Partner: High investment, margin unstable To Customer: depend on demands, performance and maintain service.
To Channel Partner: Lower investment, big margin( 20%-30%) To Customer: lower cost than leader brands
Brand
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2. Comparison to Leaders Leader brands(Cisco, Aruba, Ruckus)
Promotion
1. 2.
Incentive program Marketing material
Place
1. 2.
Multiple distributors-SI-Customer Direct sales office or branch office-Customer
IP-COM 1. 2. 3. 4. 5.
Incentive program to National Distributor Various marketing activities support Direct training from HQ(video or f-t-f) Marketing material On-site support for important projects deployment
1. 2.
National Distributor–SI-Customer National Distributor-ISP-Customer
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3. Conclusion Cisco, Aruba Ruckus: These brands are top brands world wide, their strengh lies in the diversity of product features. IP-COM Opportunity: IP-COM is new brand but time worn company, our quality is as good as world top brands. IP-COM’s various APs are high power and high density, which enables good WIFI experience. (which matters to end user mostly) IP-COM’s solution investment will be less than top brands Notes: IP-COM’s brand position for 2015 will be mid-end solution provider, primary we trying to focus on different market segment other than top brands’, top brands have powerful solution but somehow we still got our strength. The final competition will result from customer’s real demand, once our solution matches the demand, we will win
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4. Major Players
UBNT: Brand view: One of the leading vendor primary focus on ISP outdoor wireless products. Product line for wireless: AP, outdoor AP, Routing & Switch, VOIP and Surveillance. Engenius: Brand view: Sub-Brand of Senao delivering both SMB indoor and ISP outdoor wireless. Product line: AP, outdoor AP, switch and wireless router. D-link: Brand view: World’s well-known home consumption networking brand. Product line: AP, wireless controller, Switch, gateway and IP surveillance.
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5. Comparison to contenders UBNT
Brand
Product
IP-COM
To Channel partner: Popular brand for outdoor wireless solution
To Channel Partner: Total indoor wireless solution brand for SMB
Outdoor AP: various out shape and frequency Stable performance and long distance Indoor AP: 4 ceiling mount models available, must work with Unify managing software Controller: Managing software, no hardware Switch: 4, 8, 24 port Poe switch Router: 3 models available, mainly for small business
Outdoor AP: 2.4G CPE available, 5G under development Indoor AP: various models, 11b/g/n/ac, higher power, stable and higher con-current user capacity, QVLAN Controller: CW500/CW1000 stable hardware and mass(64/512) APs management Switch: 8, 16, 24 managed/unmanaged Poe/Non Poe switch available, more options Router: capable of 100/300/500 concurrent users, designed for SMB Accessories: Poe injector and fiber modules
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5. Comparison to contenders UBNT Price
1.
Regular price is higher than IP-COM with long wait time
Promotion
1. 2. 3.
Incentive program Marketing material Website forum for post sale support
Place
1.
Multiple distributors-SI-Customer
IP-COM 1.
Lower price with better performance with ready availability or less lead time
1. 2. 3. 4. 5.
Incentive program to National Distributor Various marketing activities support Direct training from HQ(video or f-t-f) Marketing material On-site support for important projects deployment
1. 2.
National Distributor–SI-Customer National Distributor-ISP-Customer
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6. Comparison to contenders Engenius
Brand
Product
IP-COM
To Channel partner: brand for outdoor and indoor wireless solution ( no boost sales anymore)
To Channel Partner: Total indoor wireless solution brand(fast growing)
Outdoor AP: UBNT follower Indoor AP: various models, Qos Controller: managing software, no hardware. Software is not user friendly Switch: 8, 24, 48 port Poe switch available Router: N/A Accessories: Poe injector
Outdoor AP: 2.4G CPE available, 5G under development Indoor AP: various models, 11b/g/n/ac, higher power, stable and higher con-current user capacity, QVLAN Controller: CW500/CW1000 stable hardware and mass(64/512) APs management Switch: 8, 16, 24 managed/unmanaged Poe/Non Poe switch available, more options Router: capable of 100/300/500 concurrent users, designed for SMB Accessories: Poe injector and fiber modules
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6. Comparison to contenders Engenius Price
1.
Regular price is higher than IP-COM
Promotion
1. 2.
Incentive program Marketing material
Place
1.
Multiple distributors-SI-Customer
IP-COM 1.
Lower price with better performance
1. 2. 3. 4. 5.
Incentive program to National Distributor Various marketing activities support Direct training from HQ(video or f-t-f) Marketing material On-site support for important projects deployment
1. 2.
National Distributor–SI-Customer National Distributor-ISP-Customer
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7. Comparison to contenders D-Link
Brand
Product
IP-COM
To Channel partner: Popular brand for home consumption networking devices
To Channel Partner: Total indoor wireless solution brand for SMB
Outdoor AP: 2.4G CPE and 5G CPE, not popular Indoor AP: 3 ceiling mount models available, multiple desktop AP, home consumption lead Controller: L3 controller, powerful than IP-COM Switch: Various Switches Router: Multiple models for SMB
Outdoor AP: 2.4G CPE available, 5G under development Indoor AP: various models, 11b/g/n/ac, higher power, stable and higher con-current user capacity, QVLAN Controller: CW500/CW1000 stable hardware and mass(64/512) APs management Switch: 8, 16, 24 managed/unmanaged Poe/Non Poe switch available, more options Router: capable of 100/300/500 concurrent users, designed for SMB Accessories: Poe injector and fiber modules
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7. Comparison to contenders D-Link Price
1.
Higher price than IP-COM
Promotion
1. 2. 3.
Incentive program Marketing material Multiple marketing activities
Place
1.
Multiple distributors-SI-Customer
IP-COM 1. 2.
Lower price with better performance on AP Controller should depend on customers demand
1. 2. 3. 4. 5.
Incentive program to National Distributor Various marketing activities support Direct training from HQ(video or f-t-f) Marketing material On-site support for important projects deployment
1. 2.
National Distributor–SI-Customer National Distributor-ISP-Customer
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7. IP-COM Projects Winning Steps Steps to win projects: 1. Customer survey: 1.1 Find out the decision maker of the project 1.2 Find out the the reason of procure wireless equipments 1.3 Find out the current networking infrastructure 2. Competitor survey: 2.1 Find out who’re the competitor inside the game 2.2 Find out their strength and IP-COM advantage.(refer to comparison sheet) 3. 3.1 3.2 3.3
Project solution design: Site survey Solution design based on point 1 and 2 (resolve pain point and better solution) Close deal(depend on both solution and personal relationship)
4.
Project installation and maintain
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3. Conclusion UBNT, Engenius D-Link: Each brand has its position and main market, no brands is as focusing as IP-COM for indoor wireless IP-COM Competitive Strength: IP-COM is new brand but time worn company, our quality is as good as world top brands. IP-COM’s various APs are high power and high density, better than all above competitors IP-COM can provide total solution with controller base IP-COM solution can be easily maintained
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Thank you All for better wireless……
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