priority services mktg plan
TRANSCRIPT
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Priority Services Marketing Launch Plan
WW Marketing Strategy & Planning Lead - Commercial Services
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Service details
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HP Priority Services Overview
Enhanced Support Service Benefits:
• Feature-rich support services that include local-language remote support and access to dedicated IT Helpdesk professionals.
• Robust repair and parts prioritization options that support your mission critical needs
• Collaborate with you on support needs early to ensure our support interactions match your needs (think global, support local)
• Dedicated support account manager to track, monitor and address all critical support and repair needs.
Target Customer:
• Platinum and GS1 will continue to get preferential services paid out of warranty costs today with services similar to Priority Access & Management
• Priority Services targeted customer population based on WW CEP PC accounts
• ~1200 global accounts and 6,300 non-global accounts.
• Phase 1 (8/1) will focus on Direct business only, ~ 1850 accounts
• Phase 2 (2H14) will include indirect business, ~ 5650 accounts
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HP Priority Services Overview
Global priority access to enterprise-level call centers
• A premium call center experience specifically designed for IT Help Desk agents
• Bypass standard troubleshooting, saving you time
• Highest skilled agents in 63 countries and 15 languages
• 24x7 online case logging & status reporting
Global Customer Support Management
• Assigned a global single point of contact for support who is a highly trained HP professional and support expert
• Executive level reporting and business reviews
• Escalation & support performance management
• Proactive support prioritization
1-Year Duration of Service $8/unit $20/unit
3-Year Duration of Service $24/unit $60/unit
Priority Manageme
nt
Priority Access
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Marketing Launch Plan
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Priority Services Launch – August 1, 2013Objective
Marketing Strategies *With a target of ~1,850 customers at launch, WW Marketing will focus on core assets and content, Regional Marketing will focus on account based marketing activities (1:1 activities to support sales led customer engagement)
• Generate WW awareness to support Enterprise Sales efforts• Build Internet pathways leading buyers to information needed to move from awareness &
consideration to preference & purchase• Educate and sponsor outside influencers who influence our buyers (press, industry analysts,
bloggers) • Maximize exposure at key WW and regional events
Achieve an accelerated ramp in the market (quickly move customers to preference and purchase phase.)
Budget
WW Q3: $60K Q4: TBD
Regions: TBD – to date no budget specifically identified for NSI demand gen activities – only localization of collateral
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Core Assets – to be delivered to regions for localization a minimum of 4 weeks prior to intro• Data sheet• Services Brief• Customer presentation• Customer video
- 2 versions: Longer version for use at events and 1:1 customer engagements; shorter version (~60-90 sec for use on hp.com)
• Online – hp.com pages
Awareness/Consideration Deliverables – to be launched in market at or post intro• Pre-announcement at Discover
• Event specific PR inclusion (led by Mktg), breakout session (led by GBU), Demo Floor (joint GTM/Mktg led), Meeting Center (Sales Led)
• PR/AR Activities • Press release, General Exec presentations, inclusion in AR activities as available
• SEM - Priority Service related key words added to WW POR• Social media communities– content and postings on FB, Linked-In, and Enterprise Blog • eDM awareness communication (regionally executed)
WW Marketing deliverables
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Launch Plan DetailsDELIVERABLE
DETAILS ESTIMATED BUDGET
Q3 OR Q4 FUNDING
FUNDED OR GAP?
APPROXIMATE TIMELINE
DISCOVER Coordinate inclusion in event press release, executive presentation and support content needs for Demo floor
$0 N/A N/A Begin: 3/25 Complete: 6/11
COLLATERAL Data Sheet and Services Brief to be developed simultaneously working with GBS resources
$0 covered by SLA with
GBSN/A
N/A Begin: 5/6 Complete: 6/21
CUSTOMER PRESENTATION
Developed working with GBS resources $0 covered by SLA with
GBSN/A
N/A Begin: 5/6 Complete: 6/21
CUSTOMER VIDEO Creation of 2 versions. Long version (~3-4 minutes) for use in 1:1 communications, customer presentations, events, etc. Short version (~60 sec) for online use
$75,000 Q3 Gap of $32K Begin: 5/20 Complete: 6/28
HP.COM CONTENT/PAGE
Placement TBD – link off of http://www8.hp.com/us/en/business-services/index.htmlOr, link off of http://www8.hp.com/us/en/business-services/it-services.html?compURI=1077422
$10,000 Q3 Funded Begin: 6/3 Live: 8/1
eDM TEMPLATE To be used by the individual regions to generate awareness with the 7,500 targeted accounts
$2,000 Q3 Funded Begin: 6/3 Complete: 7/8
PR ACTIVITIES - Press Release at launch- Work with WW PR contact to ensure that Priority Services in included in
any AR/PR activities, events, etc. in Q4- Add Priority Services content to standing PPS Executive presentations
$0 covered by SLA with PN
N/A N/A Begin: 6/10 Launch: 8/1
SEM - Ensure appropriate key words are included in POR. $0 Q4 N/A Begin: 6/24 Launch: 8/1
SOCIAL MEDIA - Copy development and placement coordination for social media postings – Facebook, Twitter, Linked-In- Copy development and Enterprise blog posting
$5,000 Q3 Funded Begin: 6/24 Launch: 8/12
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Region Plans
• Regions will leverage the core assets provided by WW Marketing
• Will use their own budgets to transcreate the materials into necessary languages
• Need a minimum of 4 weeks to complete transcreations
• Demand Gen Activities• AMS – Utilize the assets we provide – customizing as needed.
• Main ask is for core collateral.Region Category sees this as a sales led engagement.
• EMEA – no plans outlined to date, nor budget currently identified for this intro.
• APJ – no plans outlined to date, nor budget currently identified for this intro.
* Region Marketing can support their Sales Teams with 1:1, account based awareness and facilitated demand gen activities.
• i.e. eDM with video embedded, sent on behalf of sales rep asking for a meeting to discuss this new offering.
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Marketing Launch Roadmap Accelerated Timeline
Q313
Q413Q213
VP/KSP Developme
nt
WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK! WK2 WK3 W4
Messaging Development
(customer facing, legally approved)
Com
ple
te 4
/15
Com
ple
te 5
/6
Com
ple
te 6
/21
Com
ple
te
7/1
5
Core
Asset
Develo
pm
en
tIn
-Mark
et A
ctiv
ities
April 1st - Offering Finalized by GBU
April May June July Aug Sept Oct
Jun
e 1
1-1
3
Pre-announcement at Discover
Collateral Development (Data Sheet/ Services Brief) English
Masters
Customer Awareness Materials (Video and Presentation)
Lau
nch
8/1
2
Social Media Content and Postings
SEM Regional Awareness/
Demand Gen Activities TBD
hp.com page live
eDM Template
PR / AR Efforts
Region transcreation of collateral
Com
ple
te 7
/8
Priority Services Intro (8/1)
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Value Proposition & Key Selling Points
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There are two tiers of HP Priority Services.
HP Priority Services Overview
Priority AccessPremium support focused on direct access to local, senior-level remote support teams including web-based case submission and tracking
Priority ManagementA more strategic level of premium support with the addition of a dedicated support account manager, ability to further tailor support interactions and business critical case handling when needed, including priority repairs & parts orders
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Value Proposition (overall)
HP Priority Services
KEY INSIGHT
• In order to differentiate HP from top competitors in the market, we need to move beyond product-centric services to services focused on enhancing the experience that a customer gets with HP.
• Need for consistent, global offering of enhanced support services
FORCorporate, Enterprise and Public Sector customers (Offering available to customers with a fleet of 1,000 or more PCs) (ITDMs and CIOs)
WHO Seek global enhanced support services
VALUE PROPOSITION
Priority support services that offer a superior global experience so you can get back to business faster.
KSPs
• Priority , direct access attention (access to highly trained agents, parts, repairs, etc)
• Superior, global experience
• Flexibility to tailor services to fit unique needs
NOTE: This is not customer facing messaging, please use content on this slide as a basis to build external messaging.
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Value Proposition (portfolio)
HP Priority Services
Priority Services
Priority support services offer a superior global experience so you can get back to business faster.
HP Priority Access HP Priority Management
<Premium access to advanced global support agents to expedite your support needs>
<Dedicated global support contact located in your region to ensure a superior, premium support experience>
Key Selling Points:• A premium call center experience designed for Enterprise customers for a consistent, support experience globally
• Prioritized, direct access for IT Engineer-to-IT Engineer support for increased productivity
• Web-based case submission and tracking for better visibility and reporting
Key Selling Points:• Assigned Global Support Manager located in your region – a personal HP expert providing a single point of contact and proactive management of your support needs
• Parts prioritization so that you can get back to business faster
• Proactive support planning, performance monitoring and reporting to ensure premium support experience
Internal use only
NOTE: This is not customer facing messaging, please use content on this slide as a basis to build external messaging.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
End-User Messaging
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Global, enterprise-specific remote support team specially trained to work with IT professionals providing you hassle-free resolution of your entire PC install base
HP Priority Access
Features & Benefits:
• Tech-to-Tech support – Designed to support your IT professionals, not end-users, we leverage your diagnosis, bypassing standard troubleshooting steps – resulting in up to 30% shorter support call times so you can get back to business.
• Global Experience – With a global procurement process and access to specially trained support specialists in 63 countries and 15 languages, you will enjoy a consistent, premium support experience globally.
• Direct Access – Resolve your PC IT issues faster with your own unique PIN which gains you direct access to our most experienced support engineers.
• Web-based tracking – Support tools are at your finger tips with web-based
submission and tracking solutions.
Global
Tech-to-Tech
Online Tools
Draft content created by WW Marketing – not intended to be used externally
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Dedicated contact – helping to manage all of your PC support needs – will ensure a consistent, premium support experience globally
HP Priority Management *
Features & Benefits:
• Dedicated Support Contact – Your Support Manager–located in your region but dedicated to meeting your global support needs–will serve as an additional member of your HP account team.
• Proactive Support Plan – Your Support Manager will work with you to understand your business and strategic IT requirements and then design and implement a proactive support plan tailored to meet your needs.
• Problem Management – Enjoy peace of mind knowing that a dedicated support expert is proactively managing and addressing your support needs and performance so you don’t have to.
• Parts Prioritization – Whether it’s a natural disaster or everyday technical issues, you will receive proactive prioritized access to parts optimizing your end user’s uptime.
• Performance Management – Executive level reporting, assessing your company’s unique product quality and service status, and regular status communications means you will always know the exact state of your company’s support health.
Dedicated Support Manager
Reporting
Performance Management
* Must have Priority Access to be eligible for this service.** Survey of accounts with Priority Management show a 92% satisfaction rating with their overall support experience.
Draft content created by WW Marketing – not intended to be used externally
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Additional Information
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Mid-market<Accounts: 4,161TAM: $0.4BSOW: 53.7%FTE: 35
Who are the CEP customers?
Corporate >=$10M
TAM
CorporateAccounts: 431TAM: $12.4BSOW: 34.1%FTE: 385Channel Mix: ~60% Direct
EnterpriseAccounts: 2,004TAM: $18.2BSOW: 19.8%FTE: 710
Enterprise/Midmarket <$1M and >$500k TAM
Ent / MidmarketAccounts: 792TAM: $0.6BSOW: 34.1%FTE: 26
Sources: PSG Market Model, 6Jan2012
TOTAL CEPAccounts: 3,500 TAM: $48.0BSOW: 25.9%FTE: 1676
Public S
ecto
r
Public Sector Accounts: 273TAM: $16.4BSOW: 25.5%FTE: 520
Enterprise 999+, <$10M and >=$1M
TAM
LegendAccounts: HP Named accounts includes direct and indirectTAM: Total addressable market for HWSOW : HP Share of Wallet for PC HWFTE: HP coverage by headcount
• 7,500 targeted Direct/Indirect customers
• Phase I Priority Services targeted at Direct CEP customers
• Customers granted GS1 or CSM today will continue to receive services for free
• FY14 Forecasted Sales: • ~6% Attach rate - 450 accounts
o 88 Free: 59 Mgmt/29 Accesso 362 Paid: 10 Mgmt/ 340 Access
Mid-market< $500k TAM
Phase 1 target audience = ~1,849 accounts
~ 50% of Corp, Ent & PS are direct = 1,354 accts
~10% of Ent/Mid-Mkt & Mid-Mkt are direct = 495 accts
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Assumptions
Priority Services Sales Forecast Overview
FY14 FY15 FY16$0
$5
$10
$15
$20
$25
$3.1$6.2 $6.7
$13.9
$17.2
$21.6
Rev-enue
Target Customer Population:• Platinum and GS1 will continue to get preferential
services paid out of warranty costs today with services similar to Priority Access & Management
• Targeted customer population based on WW CEP PC accounts is approx. 1200 global accounts and 6,300 non-global accounts.
• Direct mix (90% of global, 50% of non-global)
Attach & Pricing:• Average installed base size 11,000 units (minimum 1k
units)• Global Accounts mix: 70% Access/30% Management• Non-global Accounts: 95% Access/5% Management• Attach Rate is 6% with 1% YOY attach increase
Revenue & Cost Model:• Average list price discount 50% • Calculated GM: 38%• Price: $8 - Priority Access; $15 Priority Management• Applies HP revenue deferral guidelines• Costs applied as program scales, assumes $200k initial
investment
January 2013 Forecast
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Above WTY/CarepackEnhanced Support Offering
Level Above WTY/CarepackCurrent Support Experience
Global Accounts
Platinum• 57 Accounts• $2.6B Annual Revenue• >$20M per year
Focus• 179 Accounts• $2.6B Annual Revenue• >$5M per year
Standard• 370 Accounts• $1.1B Annual Revenue• >$1M per year
Non- Global Accounts
Non-Global accounts • Companies >5,000
employee
Small CEP • Companies with 1k-5k
employees
What is the upsell path?
GS1 – Parts Prio - ADM
GS1 – Parts Prio - ADM
GS1
Sw
eet
Spot
Consolidated WW OfferingOffering varies per Region
$
Granted (cont. as warranty
cost)
Today Priority Services
Priority Management
Priority Management
Priority Manageme
nt
Priority Access
Priority Access
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Customer purchases HP PCs with no additional services
HP Priority Services can be purchased with or without current Care Pack Services • Customers granted existing
programs will not be asked to pay for what they are already receiving for free today
• Customers who qualify for Global SupportOne Globally will be migrated to HP Priority Access level and/or can upgrade to Management level
Hardware Warranty
Hardware Warranty
Hardware Warranty
Care Pack Services
Care Pack Services
Hardware Warranty
Priority Services
Purchases PCs with Warranty Extensions or Enhancements
Purchases PCs with Care Pack and HP Priority Services
Purchases PCs with HP Priority Services
Priority Services
Global SupportOn
e
Priority Access
Priority Management
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HP Priority Services vs. Other HP ProgramsKey Features HP
Warranty Services
HP Care Pack
Services
HP Elite Support
(North America ONLY)
Global SupportOne
HP Priority Services
Product Lines All All Elite-branded Products
All All
Customer Profile All All End-users IT Help Desk Techs IT Help Desk Techs
Remote Technical Support Level 1 Business Support
Level 1 Business Support
Level 2 Business Support
Level 2 IT Help Desk Support
Level 2 IT Help Desk Support
Support Location Off-shore Off-shore On-shore On-shore On-shore
Repair Response Defined in hardware warranty
Upgrade response beyond standard
warranty (example: Next Business Day
Onsite)
Whole Unit Repair Prioritization
Standard Repair order prioritized above Standard orders
Part Availability Standard Standard Standard Standard Prioritized above standard orders
Service On-boarding & Account Review
Available
Case Monitoring Available
Account Management Available
Customer Assigned Agents
Available
Business Critical Case Handling
Available
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What is our competition doing?Lenovo – ThinkPlus Services− Tech-to-tech support results in fewer actions and recurring problems
− Priority Technical Support provides consolidated HW and SW support in one package
− Provide employees with 24/7 support in every language needed when in-house resources are limited
− Bundled with Next Business Day On Site
− Pricing Strategy: Fixed term, fixed price bundled with standard offers of ADP, DMR and NBD− 3yr NBD + Priority Support: $234.00 (NBD Onsite $169, Priority Supp. Approx: $60)
Dell - ProSupport− Fast-track dispatch parts and labor, bypassing basic troubleshooting
− 24/7 direct access to Dell Expert Centers
− Access to Dell IT professional training and certification
− Collaborative support for select third-party hardware and software vendors
− Single point-of-contact escalation management with customer-defined severity levels
− Global Command Centers to manage critical situations, monitor all mission-critical onsite dispatches
− Pricing Strategy: Contract based, sold and bundled with other services including NBD− One year, onsite ProSupport ranges at $39 (desktops) and $99 (notebooks)