Alinea Partners is a European new business

development network, offering preeminent

skills and practical experience in the
development and implementation of corporate
breakthrough strategies and programs for
companies that are realigning for growth. We
help Board members, venture capitalists and
senior management teams by using alternative
strategies and creative program approaches to
overcome todays most challenging business
development issues.
We work with a variety of companies in the
telecommunications/high technology market
on individualised growth strategies and have
supported many companies recently as they
change business models and plans to make
them more competitive in the evolving cloud
computing market. Alinea Partners views
cloud computing as an evolutionary step to
a scalable online delivery model for software
applications and other IT resources that uses
a shared resource model to support a cost-
effective pricing structure. Cloud services
can be provisioned quickly without requiring
excessive administrative intervention for
business. May include:
Software-as-a-Service: Hosted vendor
applications delivered by a provider over an
IP network.
Alinea Partners develops strategies and
recommendations through a body of work
that helps to discover how to best defne
and position your companys sustainable
differentiators. These differentiators are used
to overcome competitive and market inhibitors
for commercial growth; particularly as markets
and business objectives change.
Alinea Partners Consulting G.m.b.H.
Ziegelofengasse 29/3GL, 1050 Vienna, Austria
leahanne.hobson@alinea-partners.com
+43 (0) 699 1180 1433
www.alinea-partners.com
About Alinea Partners Consulting
Methodology
Computing-as-a-Service: IT resources
such as processing, storage or bandwidth
delivered as needed.
Platform-as-a-Service: Provider offers the
facilities, hardware, and other resources to
support the delivery of customer-developed
applications through the cloud.
In addition, as a certifed Microsoft Business
Consultant for Software as a Service/Software
+ Services (SaaS/S+S), we support Microsoft
and its partners with a variety of initiatives
to drive growth in the cloud computing
ecosystem, including sales training, business
content and plan development, partnership
development, etc.
Rather than trying to solve unique
problems with standard answers, we
use alternative strategies and creative
program approaches to overcome
todays most challenging business
development issues.
Once developed, the strategies are
operationalised through programs for
market and/or channel expansion, portfolio
enhancements, customer retention and/or
acquisition.
Innovative companies differentiate themselves
and are obsessed with business development.
Continually setting the right direction is crucial
when launching any corporate initiative. The
wrong direction can waste time, money and
effort - leaving the door wide open for the
competition.
Alinea Partners is an alternative to business-
as-usual. We help senior management teams
with some of todays most challenging business
issues as the communications and technology
markets merge, creating new solutions,
channels and market opportunities.
Alinea Partners is backed by a European-
wide virtual agency network of senior business
executives for programs and initiatives.
Alinea Partners` Owner/Managing Director
Leahanne Hobson has 15+ years business,
management, consultancy, marketing and
channel experience, primarily in the high
technology, communications and B2B industries.
She has held European management positions
for Avaya, IBM and Lucent Technologies.
She holds several advisory and board positions
and is a frequent guest speaker:
Why Alinea Partners?
Certifed Microsoft Business Consultant for
Software as a Service/Software + Services
(SaaS/S+S) 2008+
Advisor to the Management Board, BASE
(A KPN subsidiary)
Advisor to the Management Board,
Telekom Slovenije
Advisor to the European Alliance Teams for
Sun Microsystems
Advisor International Engineering
Consortium 2007, 2008
Speaker at Channel Focus
Co-host of Telecommunications for Central
and Eastern Europe
Advisor to Investors and Management
Board, Inclarity, UK-based, global provider
of communications solutions
Advisor to Investors and Management
Board, Trovus disruptive solutions for online
advertising and sales lead generation
development
International Whos Who of European
Leaders
Former Advisor to the Management Board,
United Nations, UNIDO
Some Results
Avaya Communications, Europe
4.8 billion USD Communications services
and solution provider.
Built marketing and channel development
organization to support multimillion Euro
pipeline, channel strategy and Brand
identity of start-up.
Zero to 1 in 10 months; Avaya EMEA
#1 in VOIP. Fully integrated marketing,
product and channel program for new
company. Repositioned for solution selling,
defned opportunities.
Revitalized Europe, Middle East and African
Business Partner Program with value
versus volume drivers.
Developed +$25M in new revenue
opportunities; $7M from competition.
Reached Leadership status in Gartners
Magic Quadrant in less than 10 months.
Launched CXO-level selling seminars;
The Avaya Forum.
Programs may include merger, partnership
or acquisition research, market/competitive
analysis, targeting and planning, product/
service business proposition development and
rationalization, competitive positioning and
tactics, channel and partnership development,
organizational redesign and staffng, sales
initiatives and marketing programs.
Measurement is aligned to each program and
may include sales pipeline development or
recruitment and/or contract signings, traditional
sales and marketing targets and/or other to be
defned program-specifc targets.

BASE, Belgium (a subsidiary of the
Netherlands Koninklijke KPN)
Ongoing development of a new go-to-market
strategy, structure and operational guidelines
for Bases next generation Marketing
organisation channel development (Google,
Motorola, Clearwire, etc.).
Developed strategies and program initiatives
for targeting and infuencing new user
communities in Belgium.
Interim Management position.

IBM, Central and Eastern Europe
IBM and eBusiness in Austria/CEE/CIS.
Integrated, multi-channel eBusiness launch;
awareness increased 20% on average.
Repositioned company from product supplier
to full solution provider
Created One Voice integrated approach to
market.
Developed frst co-operative channel
program for regional PC business.
Microsoft
As a certifed Microsoft Business Consultant
for Software as a Service/Software + Services
(SaaS/S+S), we support Microsoft and its
partners with a variety of initiatives to drive
growth in the cloud computing ecosystem,
including sales training, business content and
plan development, partnership development,
interim management support, organizational
redesign, etc.
Microsoft Hero Academy:
Solutions Sales Training
3-day solutions selling seminar with 3 of the
top Communications Sector sales leaders
for BT, Deutsche Telecom and Vodafone
(global).
Microsoft SaaS/Hosting Solutions
SaaS training seminars (awareness and
recruitment).
Advise/Project manage relationship building
between Microsoft and various partners
within the cloud computing ecosystem:
Some Results cont.
SaaS partner business planning sessions
and plan development (Telefonica/O2, CzR,
Orange, Poland, Softline, Ukraine, etc.).
Microsoft Unifed Communications
Developed European operator-focused
recommendations for global UC strategy
development.
Microsoft SaaS/Hosting Solutions
Advise/Project manage relationship building
between Microsoft and various partners
within the cloud computing ecosystem:
SaaS partner business planning sessions
and plan development (Telefonica/O2, CzR,
Orange, Poland, Softline, Ukraine, etc.).
Microsoft Central and Eastern Europe
Communications Sector
Development of multimillion Euro
opportunity pipeline within Service Provider
community for network productivity and
services delivery.
Microsoft Vienna Calling! Program for
telecommunications provider business
model change.
Strategic repositioning from the desktop to
business consultation.
NEC, UK
Due diligence on various potential
acquisitions.
Marketing centralization and turn-around,
corporate repositioning and Brand
breakthrough.
Business proposition development for 1
billion GBP Digital Signage opportunities.
Analysis and recommendation for
acquisition strategy.
Interim Management position.
Telekom Slovenija, Ljubliana Slovenia
750 million Euro Service Provider.
New business strategy development,
channel realignment and marketing turn-
around.
Drove 90% ADSL adoption in +4 months.
Developed and launched positioning
strategy and program for the frst Internet
Service Provider Partner Program in
Slovenia.
Repositioned Telekom Slovenije as a
connectivity provider for the countrys
Internet Service Providers and opened the
opportunity for 30% additional marketshare.
Growing market share to nearly 98%.
First European-wide Broadband Debate on
21CN in CEE. Hosted by Telekom Slovenije
with European Executives from BT, Cisco,
Fastweb, Microsoft and T-Systems.
Interim Management position.
Some Results cont.
October 2009