SchoolofBusiness&Management InstitutTeknologiBandung

AssignmentCoverSheetforStudents
Anassignmentcoversheetneedstobeincludedwitheachassignment.Pleasecompletealldetailclearly. Ifyouaresubmittingtheassignmentonpaper,pleasestaplethissheettothefrontofeachassignment. Ifyouaresubmittingtheassignmentonline,pleaseensurethiscoversheetisincludedatthestartofyour document.(Thisispreferabletoaseparateattachment.) Thesubmissionmethodshouldbedoneaccordingtotheinstructorsinstructions. Name AndreasNataniel StudentID 29111438 Mobilephone +6281519044548

Coursecodeandtitle MM5008MarketingManagement Coursetimeandplace 08.0017.00SBMITBJakarta Lecturer Ms.Areola Assignmentnumber Assignmenttype(chooseone) ( ) MidtermExam ( ) FinalExam ( X ) IndividualAssignment ( ( ) GroupAssignment ) Other Duedate May18th 2012 Program BusinessLeadershipExecutive

Assignmenttitle/topic/case EricssonTelecommunications

Furtherinformation(e.g.stateifextensionwasgrantedandattachevidenceofapproval,revisedsubmissiondate) Companyprofiles&analysis.

Ideclarethattheworkcontainedinthisassignmentismyown,exceptwhereacknowledgementofsource ismade. IauthorizeSBMITBtotestanyworksubmittedbyme,usingtextcomparisonsoftware,forinstancesof plagiarism. IunderstandthatthiswillinvolvetheSBMITBoritscontractorcopyingmyworkandstoringitonadatabaseto beusedinfuturetestworksubmittedbyothers. Note: Theattachmentofthisstatementonanyelectronicallysubmittedassignmentswilldeemedtohavethesame authorityasasignedstatement. AndreasNataniel

Signed

Date

Filledoutbylecturer/tutor Datereceivedfromstudent Recorded Assessment/grade Dispatched(ifapplicable) Assessedby

ERICSSON Who are we? Ericsson is a world-leading provider of telecommunications equipment and services to mobile and fixed network operators. Over 1,000 networks in more than 180 countries use Ericsson network equipment, and more than 40 percent of the world's mobile traffic passes through Ericsson networks. Ericsson is one of the few companies worldwide that can offer end-to-end solutions for all major mobile communication standards. Ericsson networks, telecom services and multimedia solutions make it easier for people, across the world, to communicate. And as communication changes the way we live and work, Ericsson is playing a key role in this evolution. Using innovation to empower people, business and society, Ericsson is working towards the Networked Society, in which everything that can benefit from a connection will have one. Ericsson vision is to be the prime driver in an allcommunicating world. Organization Structure Research Group where is our all back end are

organization

products

invented through years of research and development. The Business Unit Group (BU Support Solutions, BU Global

Services, BU CDMA and BU Networks) are the product management functions where product portfolios are managed and developed. The Region Group is the market unit where it functions as an extension of the other 2 groups towards customers, mostly telecommunication operators. I belong to Engagement Practice organization in the Region who is responsible for presale activities, specialized in Business Unit Support Solution portfolio. Im responsible for driving business in South East Asia, Australia and New Zealand.
1

Competitor Landscape Ericsson is a world leading

telecommunication and IT application provider. We have a wide range of portfolios and customers start from mobile carriers, government, utilities up to media industries. With our wide range of portfolios, we have lots of competitors in each area. Our biggest competitors are coming from incumbent players like Google, IBM and Huawei. Each one of them is specialized in their domains and we are head-to-head in competition with them. Ericsson References Ericsson is a world-leading provider of telecommunications equipment and

services to mobile and fixed network operators. We have operated in more than 180 countries where most of the operators use Ericsson network

equipment. Ericsson customer base spreads across the globe which cannot be mentioned one by one. Some of these references include Telecomm Operators (Telkomsel XL Axiata Globe Smart etc), Government (for emergency services, smart city project, etc), Media Industry (Warner, Media Corp, etc), and Utility Industry (transportation, finances, power, etc). Ericsson Value Propositions Ericsson can bring lots of value-added points by offering a complete business partnership. Some of these value-added points are elaborated below.

Strong Global and Local Presence: Ericsson has a very strong presence in 140 countries. We have a direct sales force, offices and mature organization setup. We have people on the ground with customer care priority. We have the knowledge, technology and service delivery to monetize content business. Ericsson works with operators in 175 countries from 140 offices, over 1,000 networks in more than 175 countries utilize our network equipment and 40 percent of all mobile calls are made through Ericsson systems.

Global Player: Ericsson has established a Partnership Program with Global Partners around the world, Content Providers and application developers. The purpose of this partnership program is to deliver insight and value to customer. The partnership program is a way of packaging up a schedule of activities that connect key industry players and demonstrates Ericssons ability to manage these relationships. Reliability: Ericsson solution architecture is redundant and supports fail-over for all nodes. Add to this the well-oiled machinery of a 24/7 operation and maintenance team and you will have an always up and running reliable service. The capacity and performance is continuously monitored and increased upon demand. Complete Business Platform: Ericsson solution provides a very rich feature, designed explicitly to cater to the needs of operator in the digital marketplace ecosystem. All actors (operators, application providers and subscribers) are supported by this solution. Fast and Rapid Integration: The time window of launching services and products is limited. Thus, time-to-market is very crucial. Ericsson solution provides a set of public interfaces, offered via standard toolkit, interoperable Web-Service technologies to enable integration tasks as well as application development tasks fast and efficient. Well Established Business Operation Team: Ericsson has a dedicated technical and business operation team to manage customer business. The business operation team will
3

make sure that service revenue is increasing by defining new offerings and participating in partnership program. Technical operation team together with 1st line and 2nd line support will make sure that the business is supported with the appropriate tools. Experiences & Success Stories: Ericsson and Operators have a very strong relationship in mobile data. Ericsson has managed more than 40 application providers and it is growing. In mobile data area, Ericsson has managed to increase customer revenue up to 600 M IDR per month and the increment is exponential. Ericsson has been recognized in one of the PLATINUM partners in Operators category. Telecom Know How: Ericsson is a world-leading provider of telecommunications equipment and related service to mobile and fixed network operators globally. Ericsson is one of the few companies worldwide that can offer end-to-end solutions for all major mobile communication standards. We have a successful history in this market, working with operators of all sizes. We aim to build reference-able clients. Will Operators get the same commitment and resources from small players compare to what Ericsson provide? Security: Information is very important for Operator. Operator needs to protect its network and not to expose it to un-trusted players. Who is more trusted to lay a hand on Operator network? Not internet players, start ups or anonymous players. Ericsson has been doing this business with Operator since the beginning. Ericsson has the relationship and the technology to do so. Industry Challenges We have seen 4 technological revolution in the last two centuries, first the industrial revolution, then came steam, coal and the introduction of railways, after that steel heavy engineering and steam ships and finally oil, mass production and the automobile. Now we are in the middle of the 5th technology revolution IT and Telecoms. We have been connecting people and places. Now we will start connecting things. A technological
4

revolution has the capacity to go beyond provides that the industries and it

generic

technologies the whole

modernize

economic structure. Our 2015 outlook (where we believe this explosion of usage is heading) is 6.5 billion people connected, 10 billion devices connected, Operators will incorporate new offerings for a global market, Consumer will always be connected to their personal networks and Majority digital payments will be done using mobile devices. With the current trends like above, we can see that the business is merging. Telecom & IT are becoming convergence. This means the competition is no longer between telecom players but also IT players, in a global and local scale. Thats why lots of telecom companies acquire local IT players. This challenge makes the industry becomes competitive and price-war minded. Strategy with Marketing Concentration We can see the development of the world where everything gets

connected from the three different perspectives. It is People, Business and Societies. This will have an impact on us, as persons and the way we conduct business but also the society. Finance is the driver. Decisions to invest are taken by entrepreneurs and backed by financial agents. Society influences the path taken by the revolution. The concept stretches far beyond the economy to encompass societal and even cultural change. Our strategy is to empower people, business & society.
5