Ip com brand positioning

2015 Brand Positioning

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

IP-COM Brand View

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

1. IP-COM-Product Basis

2

1

•

•

• • •

AP

4

3 •

•

•

•

•

AP Controller

•

• •

Switch

Gateway

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

2. IP-COM Strength

Cloud Control

M300 CW1000

G3224T G3224P P115AP G1009PEI NVR S165AP W30AP Camera

W45AP

Total Wireless Solution

W185AP

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

Contenders Overview

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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.

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

Wi Fi 方 案 解 决 专 家

WORLD WIDE WIRELESS

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

WI FI Exptert

WORLD WIDE WIRELESS www.ip-com.com.cn

Thank you All for better wireless……

地址：深圳市南山区西丽中山园路1001号TCL高新科技园E3栋1层A单元101房 客户服务热线：400-665-0066