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LEAPPresentedby:MikePenceMay21,2016ContentsSubjectorcontextMajorideaorrecommendationBenefitsorvaluepropositionEvidenceandanalysisDetailedrecommendationsandactionsThisEffortIsDesignedtoAssisttheXYZCompanytoidentifyWirelessMarketOpportunitiesDefinetheWirelessMarketplaceandItsEvolutionDescribeandSizeWirelessMarketsIdentifyXYZ’s-AddressableMarkets•Keymarketplayersanddynamics•WhiteHouse’sperspectiveonthekeystrategicissues•Near-termevolutionofthewirelessmarket•Applicationmarketsandsizes•Devicesmarketsandsizes•Infrastructuremarketsandsizes•Currentplayersineachmarketandrelativestrengthsandweaknesses•IdentifyanddescribeXYZ-addressablemarkets•EvaluatethesizeoftheimpactthatXYZcanmake•IdentifycriticalsuccessfactorsXYZ’sobjectiveistogaininsightintotheevolutionofthewirelessmarketinordertoidentifymarketopportunitiesforXYZIdentifyUn-AddressedOpportunitiesforXYZ•Marketcomposition•Keyplayers•Criticalsuccessfactors•EvaluateopportunitiesagainstXYZcapabilities,customers,channels,andtechnologiesSUMMARYCONCLUSIONSSubject-ContextInternetChannelsWillProvideIncrementalLeadsandRevenueWhiteHousebelievesthereisasubstantialopportunityintheonlineleasingmarketXYZCompanyshouldtargetthefollowingcustomersegments:ProfessionalServicesandManufacturingIT,office,andmanufacturingcollateralclassesSmallbusiness,smallticketmarketThesecustomersshouldbetargetedwithamulti-channelapproach:IndirectAggregatorsDirectThemajorchanneltothesecustomerswillbetheindirectone--throughInternetintermediariesthatgiveaccesstothecustomeratthepointoftransactionEachofthesechannelsappealtocustomerswithuniquebuyingbehaviorsCompetitorsaremovingintotheonlineleasingspace;XYZCompanyshouldmovequicklyMajorIdea-RecommendationXYZCompanyShouldSimultaneouslyPursueThreeInternetChannelsThroughaVarietyofPartnershipsTargetPartnersChannelOfferingCompetitiveIntensityDirectTrafficdriversfortargetsegmentsEducationalcontentOnlineapplicationsAutomatedcreditdecisioningMedium;buildingamongstart-upfundingaggregators,traditionallessors,andbanksIndirectOnlineStorefrontsOnlineexchangesOFPsAutomatedcreditdecisioningEducationalcontentOnlineapplicationsMedium;aggregatorsandlessorsaremovingtowardspartneringwithonlinevendorsAggregatorAggregatorsthatallowcompetitivedifferentiationbeyondpriceLeasefundingandfulfillmentAutomatedcreditscoringLow,thoughVCispouringintothisspaceChannelsAreRankedbyRelativePriorityTargetSegmentRookieEstablishedSavvyEXECUTIVESUMMARYMajorIdea-RecommendationTheIndirectChannelIstheHighestPriorityOurresearchintocustomerbehaviorssuggeststhatcustomersaremostlikelytoleaseatthepointofpurchaseEquipmentvendorswilldrivesignificantonlinetransactionvolumeThischannelallowsXYZCompanytoleverageitscorecompetencyofsourcingdealindirectly:EarlyindicationssuggestthatonlineequipmentaggregatorsandvendorsrequireasmallerfeefordealreferralsthanofflineleasebrokersrequireAgrowingnumberofonlineequipmentvendorscurrentlyofferleasing:BrandedandunbrandedstrategiesarebeingusedEXECUTIVESUMMARYWhiletheindirectchannelwilldrivethemostimmediaterevenueimpact,XYCCompanyshouldalsopursuethedirectandaggregatorchannelsinparallel.MajorIdea-RecommendationBasedontheEstimatedVolume,OnlineRevenueandGrossIncomeGrowRapidlySource:Forrester,ELA,USCensus,IDC,XYZ,WhiteHouse$Millions$0$20$40$60$80$100$120$14020002001200220032004XYZOnlineGrossIncomeXYZOnlineRevenue$Millions$0$20$40$60$80$100$120$140$16020002001200220032004XYZOnlineGrossIncomeXYZOnlineRevenueEXECUTIVESUMMARYKeyAssumptions•XYZVolumerangesfrom$121MMto$202MMin2004•ChannelPartnerFee=3%•CostofMoney=6.5%•Averagerate=16.5%HighAdoptionLowAdoptionBenefits-ValuePropositionThecabletripleplayofferingsignificantlyoverlapswithXYZ’scoreresidentialserviceofferingsCompetitiveThreatsCableWirelessSub.PortalsDescriptionofServiceDescriptionofThreatThecabletripleplayconsistsofthreebasicservices:−BroadcastTV−High-speeddata−CabletelephonyAncillaryservicesinclude:−Video-on-demand−Videoconferencing−HomesecurityCableprovidersalreadysellservicestoalargemajorityoftheU.S.population−ThecablefootprintcoversnearlytheentireU.S.homepopulation−Thetakerateforserviceisapproximately65%Cableprovidersarecurrentlydigitalizingtheirnetworksanddeployinghigh-speeddataserviceswhichcompetedirectlywithXYZ’shigh-growthDSLserviceCableprovidersarebeginningtodeploycabletelephonywhichwillcompetedirectlywithXYZ’scoreresidentialservice−CabletelephonywillbecomeincreasinglymoreofathreatinthenextcoupleofyearsastheDOCSISstandardforVoIPbecomesimplementedHFCcablemaintainsacompetitiveadvantageoverDSLintermsofbandwidthcapacitywhichallowsforadditionalserviceofferingsincludingvideo-on-demandandvideoconferencingCableproviderswillofferbroadandattractivelypricedbundlestoencourageconsumerstoswitchtocabletelephonyCableTriplePlayThreatEvidence-AnalysisCableofferingswillcontinuetoemergeasthedigitalcablefootprintreachesnearly90%ofpassedcablehomesby2005CablecompanieshavealreadyupdatedalargemajorityoftheirnetworksandareprojectedtosellancillaryservicesatasteeprateofpenetrationCompetitiveThreatsCableWirelessSu