Research Activities @ Unisys

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Research Activities _at_ Unisys

• Sara Griffith
• SFN Partners Meeting
• Paris, February 14, 2003

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Overview

• Introduction
• Organizational Update
• Unisys Research Activity

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Organizational Update
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Joining Forces Comms and Media

• The Opportunity Powerful content, tailored
  delivery
• More Revenue. Real Results.

Content Media
Distribution Comms
More revenue from new media and dist. channels
More Revenue from quality content with
specialized distribution (TV, Paper, Radio)
More Revenue from connections and content
distribution (Web, Mobile, Phone)
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More Revenue Communications/Distribution Engine
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Bring together our media comms clients
Distribution
Content

• More revenue from
• Hosting
• Mobile Delivery
• InteractiveContent

• Media Content Engine
• Editorial Solutions
• Digital Assets
• Advertising

• Communication Revenue Engine
• Market Source
• Messaging
• Enterprise
• Revenue

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The Unisys Comms/Media Ambition

• The Unisys ambition is to generate more revenue
  for our clients by creating and managing a
  powerful connectivity platform that links
  customers with content.
• We will do this by investing in solutions and
  product offerings that maximize the creation,
  preparation, retrieval, and storage of content so
  that it can be transported in a variety of ways -
  over the web, via mobile phones and PDAs, in
  print and over the television.
• The end result is the ability for our clients to
  generate more revenue because they are able to
  deliver the right content to the right customers
  at the right time -- using the channels most
  preferred by their customers.
• At 3GSM, we will present our vision, entitled,
  the Unisys Comms/Media Revenue Constellation, and
  our plans to make it a reality for our clients
  and the industry.

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Research Activities
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Research FocusWhat information do we wish to
obtain?

• Industry analysis
• Market sizing data
• Market trends
• Competitive data

• Client satisfaction
• Brand awareness
• Requirements analysis
• Solutions comparisons

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OrganizationWhos doing what?

• Centralized market research organization
• Manage macro level market, trend competitor
  analysis analyst contracts and reports
• Advise on secondary research sources aid primary
  research activities thru internal or external
  resources
• Industry-centric marketing departments (media,
  comms, finance, etc.)
• Gather, monitor and manage vertical market data
• Analyze media market, trends competitors
• Manage relationships with media trade
  organizations analysts
• Perform media-specific marketing research

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Methodology /Sources How do we obtain it?

• Industry analysis
• Market sizing data
• Market trends
• Competitive data

• Secondary Research
• Analysts analyst reports
• IDC, Gartner, Seybold
• Trade Associations trade publications
• WAN, IFRA, NAA, NAB, FIPP
• World Press Trends
• IFRA Special Reports
• Other lists/databases
• EP Yearbook
• TBI Yearbook (Television Business International)

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Why do we do it?To drive business planning
investments

• Industry Analysis

• Macro IT market trends
• Macro hardware, application software and services
  trends
• Industry/market growth rates
• Main sources Gartner, IDC

• Drive business planning
• Formulate 3-year strategic plan at Corporate
  level
• Identify growth opportunities
• Support investment decisions

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Why do we do it?To identify market growth
opportunities

• Market Sizing

• Media Communications Market Assessments
• Market size
• Market CAGRs
• Segment attractiveness

• Drive business planning
• Formulate 3-year strategic plans at business unit
  level
• Develop G2M plan
• Support investment decisions

Main sources Gartner, IDC
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Why do we do it?To monitor market evolution and
key requirements

• Market Trends

• Journalist, Editor and IT department needs
  requirements
• Advertising, readership data
• Advancements in multimedia news gathering
  distribution
• Technological advancements (XML, SOAP)

• Align solutions to market
• Develop communications plan messaging strategy
• Identify thought leadership opportunities
• Identify potential partnerships

Main sources Seybold, IFRA, WAN
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Why do we do it?To ensure a unique value
proposition

• Competitive Data

• Editorial, Advertising, Consulting market players
• Win/loss analysis
• Feature/Function analysis-solutions comparisons
• Financial/strategic analysis

• Create solution value propositions
  differentiation statements
• Monitor and adjust pricing strategy
• Provide input for solutions management
  development groups

Main sources Seybold, Cole/Cole Papers, EP,
competitor web/press bits
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Primary Research Why and How?

• Client satisfaction
• Brand awareness
• Requirements analysis
• Solutions comparisons

• Primary Research
• Take a snapshot of the industry at a given moment
  in time
• Vehicles
• Telemarketing/Surveys gauge market readiness to
  replace a new system assess timeline for
  purchase
• In-depth interviews understand C-level issues
  for new market
• Conjoint analysis perform a hi-level solution
  component analysis
• Consultants Analysts obtain neutral report on
  an issue/trend/competitor
• Execution
• Central marketing research group
• External research agencies

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What do we want to gain from the WAN partner
forum?

• Uncover new methodologies, exploit existing
  research and share experience from partners
• Discover new sources of data and communications
  vehicles, especially for new markets Magazines,
  TV/radio, Media Comms
• Experience at Folio or FIPP?
• Build thought leadership opportunities with other
  partners
• Co-author white papers with SFN partners
• Jointly sponsor a study of mutual interest

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Summary

• Research critical to Unisys strategic planning,
  go-to-market strategy, positioning and marketing
  communications
• Strategic goal
• Augment Unisys and SFN as thought leaders

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Thank You
Contact information sara.griffith_at_unisys.com Tel
39 02 6985 829 Mobile [phone]