Vendor & Investor Engagements

Business Case Analysis

Strategic Planning & Business Development

Marketing & Messaging

Vendor & Investor Business Case Analysis

Demonstrate the value of a systems vendor’s cloud centric networking solution by modeling service provider TCO for two use-cases. This forms part of the systems vendor’s solutions selling strategy for service providers. Two use-cases were defined and TCO models were built to quantify the value contributions. A video-on-demand (Proprietary or OTT) service delivery use-case employed a probability model to predict the reduction in transport expenses obtained by using distributed caches and cloud centric networking in the service provider’s aggregation network. A network computing use-case modeled the cost and capacity of hosting centers used to provide retail cloud computing services. It was used to calculate the economic advantage of using cloud centric networking to reduce the capacity and cost of the hosting centers.

Create a ROI calculator that analyzes the business case for cloud-based OTT video services for Ericsson. The calculator contributes to Ericsson’s solution sales approach for service providers. The ROI calculator analyses several ways broadband service providers can use Ericsson’s Integrated SmartEdge solution to create "two-sided" business models to increase revenues and ROI from the delivery of WebTV services. The calculator includes detailed modeling of video usage, churn, network traffic, service fees, demand response, and advertizing revenue. The calculator features automatic generation of a custom whitepaper so that Ericsson can work with individual customers and prospects to analyze each service provider’s unique business case. See the public whitepaper at http://www.nspllc.com/CBV.pdf )

Develop a TCO tool that compares Brocade’s core routing solution versus those of two leading core routing vendors. The tool is used as part of a consultative sales effort to help Brocade enter the highly competitive core router market. The tool compares TCO for Cap and Grow and Greenfield capacity expansion scenarios. The TCO tool is highly realistic with detailed traffic forecasts for residential broadband, enterprise, mobile and wholesale markets. Modeling is done on a core network of up to 50 nodes and uses a Dijkstra shortest path first routing algorithm to specify capacity requirements on network links for three protection schemes-unprotected, 1+1 MPLS Fast ReRoute, and Mesh Restoration. Results of the analysis are communicated in whitepaper form. In addition the TCO model features a macro function that generates a custom whitepaper using individual customer/prospect assumptions and traffic projections.

Develop an operations expense (OpEx) calculator that compares the cost of operating a Connected Ethernet transport network using Ethernet Tag Switching versus one using MPLS-TP for a transport systems vendor. The calculator is used as part of the vendor’s sales effort to demonstrate the economic value of the vendor’s solution. The OpEx calculator compares the operations expense associated with use of the well established Ethernet Tag Switching approach to Connected Ethernet versus that of the not yet finalized MPLS-TP approach. The operations expense differences are presented in a whitepaper used as marketing collateral. The OpEx calculator is used by the vendor’s sales force in one-on-one customer/prospect sales consultations. NSP provided training on the use of the calculator to the vendor’s sales force.

Create a TCO modeling tool for a WLAN vendor. The modeling tool compares the TCO of the vendor’s solution versus those of two leading competitors and is used to demonstrate the economic advantages of the vendor’s WLAN solution versus well established competitors. The tool automatically configures WLANs for campus, headquarters and branch office applications. Many architecture parameters including type of radio, outdoor APs, firewalls, role based security and wireless intrusion protection are addressed in the WLAN configuration. The vendor’s sales force uses a web based version of the TCO tool as well as an Excel workbook version that is used in consultative sales situations to produce a custom whitepaper for a specific sales prospect. NSP conducted a webinar to train the vendor’s sales force in the use of the tool.

Analyze the operations expense (OpEx) advantages of Connection Oriented Ethernet delivered using MPLS-TP versus a T-MPLS approach for a Carrier Ethernet switch vendor. The analysis quantifies the OpEx advantages gained by extending the MPLS standard versus the T-MPLS approach which modifies the MPLS standard and is, therefore, not compatible with MPLS. An OpEx comparison model was constructed. It drills down into individual OpEx items such as OSS systems integration, network care, testing and training. The results of the analysis are presented in a whitepaper used by the vendor’s sales and marketing staff.

Build a comprehensive TCO calculator that compares the Brocade Carrier Ethernet IP solution in a metro network to those of competing vendors.�  Brocade sought a TCO calculator that allows its sales team to engage customers in a discussion of the TCO advantages of its solution versus those of its competitors.�  The calculator automatically creates a whitepaper that provides results reflecting each customer’s specific situation and assumptions.�  The tool and whitepaper are used to provide credible and realistic support to the vendor’s Carrier Ethernet value propositions.�  (See�  http://www.nspllc.com/images/CETCO.pdf )

Model TCO savings produced by supporting multiple mobile core applications on a single multimedia core platform.�  This vendor of a mobile multimedia core platform seeks a TCO tool to be used by its sales force to show the TCO savings produced by supporting multiple functions on a single platform customized for each customer/prospect’s unique environment.�  Combined functions modeled include GGSN/SGSN, HA/PDSN, GGSN/HA and SGSN/PDSN.�  The tool is implemented as an Excel workbook and is used by the vendor’s worldwide sales force in consultative sales situations.

Develop a TCO model and whitepaper that analyses packet transport network evolution strategies.�  A vendor of MSPP and CESR systems sought to strengthen its relationships with its customers and develop new accounts by providing economic analysis of transition strategies from legacy circuit and packet networks to converged transport MPLS networks.�  A comprehensive model was developed of a metro aggregation network and subtending access networks.�  The model is driven by bottom-up traffic forecasts of residential, small business, enterprise and mobile (2G, 3G and 4G) legacy and next-gen services.�  The model then configures the equipment required for transition strategies such as MSPP Evolution, Gradual CESR Deployment, and CESR Overlay and evaluates their discounted TCO over a five-year study period to find the optimal transition strategy.�  Traffic demand scenarios include wireless backhaul brown-field, converged network, and broadband residential access.�  The model is used to evaluate sales initiatives and in individual consultative sales situations.

Create a business case modeling tool that compares an integrated policy and charging control solution in the mobile multimedia core with a multi-chassis solution.�  Cisco Systems sought a business case modeling tool that its sales force could use to demonstrate the TCO and ROI advantages of its integrated policy and charging control solution versus multi-chassis solutions. It also sought to publicize the cost and ROI advantages of the solution in a whitepaper.�  An interactive tool was created that takes custom inputs from a specific prospect and then produces a whitepaper customized to the prospect’s requirements.�  The whitepaper presents the TCO savings of the integrated solution as well as the ROI derived from incremental revenue opportunities.�  (See�  http://www.nspllc.com/images/Starent_Networks_Total_1109.pdf )

Build online smartphone expense management cost savings calculator for an enterprise smartphone management company.�  The company seeks to demonstrate the value of its real-time wireless cost control system by allowing enterprise managers to go online, enter their own data, and compute their expected cost savings through use of the wireless expense management solution.�  See http://www.mobileiron.com/products_calculator.php

Analyze the business case of an upgrade to 10 Gb Ethernet-based Triple Play for rural service providers. Extreme Networks seeks to develop business with rural service providers by demonstrating the strong ROI that can be produced by upgrading providers’ network backbones to 10 GbE.�  An analysis was created that calculated the ROI and NPV produced through 10 GbE backbone upgrades from existing legacy or first generation IP/Ethernet.�  The resulting whitepaper is part of Extreme’s marketing program. (See http://www.nspllc.com/images/Extreme.pdf )

Support the business case for core router offload using OTN switching by creating a TCO model.�  A leading optical transport vendor seeks to develop the market for its OTN switching products by using a TCO model that compares the Present Mode of Operations (PMO)—a core IP router network—with its OTN switching product.�  The TCO model uses a traffic matrix and a topology matrix for a typical 15 node core network and then develops port requirements at each network node using the Dijkstra shortest path algorithm.�  The model also configures OTN multiplexing (OTU0, OTU2, …) and models the mapping of MPLS LSPs to OTN tunnels in order to compute the CapEx of the OTN solution.�  Similar traffic flow and port requirement calculations are made to compute the CapEx of the PMO.� �  NSP’s OpEx modeling process is used to compute OpEx.�  The optical transport vendor uses the TCO model in consultative sales situations and in support of its marketing initiatives.

Complete and extend the capabilities of a TCO model that compares an IP over DWDM solution with ROADM/router and OTN/router solutions.�  This leading router vendor seeks to demonstrate the TCO advantages of its IP over DWDM (router ports equipped with tunable optics) versus competing architectural solutions through use of a detailed TCO modeling tool. Inputs to the model include a traffic demand matrix and a topology matrix.�  These inputs are used to calculate network flows and the required capacity of each link.�  Detailed equipment configurations for each competing solution are created. For example, routing and protection schemes including unprotected, 1+1 MPLS Fast ReRoute, and Mesh restoration are configured as requested for each model run.�  Once equipment configurations are calculated the model computes CapEx and OpEx using NSP’s OpEx modeling process.�  The routing vendor uses the TCO tool for one-on-one consultations with its large service provider customers.

Build a TCO calculator and prepare a whitepaper that compares Motorola’s WLAN solution with those of competing vendors.�  Motorola uses TCO analysis as part of its WLAN marketing program.�  NSP created a TCO calculator with interfaces for novice and advanced users.�  The calculator accepts user inputs specifying the network’s dimensions, application layer traffic and growth assumptions, and detailed OpEx assumptions.�  It calculates CapEx, OpEx, and financial metrics and then produces a custom version of the whitepaper that incorporates the calculator user’s inputs.�  See whitepaper at http://www.nspllc.com/images/WLANTCO.pdf

Quantify the financial benefits of managing peer-to-peer (P2P) traffic at the IP service edge and compare the TCO of an integrated intelligent traffic management (DPI) solution with a standalone solution.�  Ericsson seeks to develop the market for managing P2P traffic for its SmartEdge 1200 service edge router.�  The financial benefits of managing P2P are estimated by a comprehensive model of the service edge that includes traffic projections for residential, small business, enterprise and mobile traffic, estimates of incremental revenue from premium service offerings made possible from intelligent traffic management, and the TCO savings produced by managing P2P traffic.�  A TCO model also is used to compute the savings produced through deployment of the integrated traffic management capability of the SmartEdge 1200 as compared to a standalone DPI solution.�  See http://www.nspllc.com/images/PTPBizcase.pdf

Analyze the business case and create a whitepaper that compares an IP service edge solution with competing solutions.�  Juniper Networks sought to compare the TCO of its Ethernet services router which provides aggregation and edge services with alternative solutions from two market leading vendors. In close collaboration with Juniper Networks NSP developed a business case analysis that considered residential services including IPTV, VoD, High Speed Internet, and VoIP as well as L2 Carrier Ethernet, VPLS, and MPLS VPN business services.�  NSP then developed a whitepaper that examines the TCO comparisons and presents the Juniper Networks’ value proposition for its IP service edge solution.�  (See http://www.nspllc.com/images/PETCO.pdf � )

Develop an IP/DWDM core network TCO modeling tool used to compare alternative architectures for a large IP/DWDM core network for a leading router vendor.�  The router vendor sought a highly realistic TCO analysis to compare its hierarchical use of service edge and core routers for the IP/DWDM core network versus a “router bypass” design alternative promulgated by optical transport vendors.�  Traffic and topology data are combined to create a model of a large IP core network (100 PE routers).�  Realism is enhanced through implementation of the Dijkstra shortest path algorithm to find the shortest path through the model network. Link flows are calculated and then used to predict the size and number of ports required at each node.�  Port sizes modeled include 10 Gbps (OC 192 or 10 GbE), 40 Gbps (OC 768), and 100 Gbps (100 GbE).�  These projections then are used to calculate CapEx and OpEx (TCO).�  The resulting model is used by the router vendor in consultative sales situations with its largest service provider customers.

Develop TCO model and whitepaper comparing an enterprise Passive Optical LAN versus the traditional switched Ethernet LAN for Motorola.�  Motorola is marketing GPON, which was developed for residential triple-play applications, as an alternative to the traditional switched Ethernet LAN technology.�  A compelling TCO analysis showing the economic benefits of Passive Optical LAN in the enterprise market is needed to gain entry to this highly competitive market.�  A comprehensive TCO model was built and described in a whitepaper.�  The model includes highly detailed analysis of all active components as well as a detailed accounting for all cabling, terminations, and cabling management systems.�  The model and paper are used as part of the marketing and sales process. (See http://www.nspllc.com/POL.pdf)

Develop the business case for RAN backhaul using pseudowires for Cisco. There is a large and rapidly growing market for wireless backhaul systems as wireless operators move to 3G and ultimately 4G technologies.�  Consequently the marketplace is crowded with many vendors offering a wide range of competing products and architectural solutions.�  A TCO/ROI model and whitepaper were created that present the value proposition for RAN backhaul using pseudowires and calculates the TCO benefit as compared to the present mode of operations and the ROI for the IP pseudowire capital investment. The whitepaper is used as part of Cisco’s efforts to differentiate itself in the marketplace while the TCO model is used in one-on-one consultations with service provider customers. (See http://www.nspllc.com/images/MToP.pdf)

Demonstrate the TCO advantages of common DWDM equipment for metro and long-haul transport networks vs. separate metro and long-haul DWDM systems for Nokia Siemens Networks.�  It seeks to quantify the value of its DWDM architecture that supports creation of a dual purpose metro/long-haul transport node.�  A TCO model that addresses both CAPEX and OPEX advantages of the dual purpose node was created.�  The resulting model and whitepaper are used as part of Nokia Siemens Network’s marketing and sales efforts. (See http://www.nspllc.com/images/MetroLongHaul-3-10.pdf)

Create TCO model and write whitepaper on the business case for core IP network virtualization for Juniper Networks.�  Though of great economic value creation of a converged core network is a large undertaking and must, therefore, be supported with rigorous economic analysis.�  Individual demand forecasts for a large national network were created for hypothetical residential, enterprise, mobile and wholesale business units and then used to model the TCO of four separate core networks as compared to a converged core.�  The business case and economic analysis is presented in a whitepaper which is used as part of Juniper’s sales and marketing program for large enterprises. (See http://www.nspllc.com/images/JBCCore.pdf)

Analyze the operations expense savings (OPEX) derived from an innovative architectural approach to DWDM transport for a DWDM systems vendor.�  The vendor sought help in quantifying the OPEX savings derived from its innovative design as a means of strengthening its marketing and sales presentations.�  A highly detailed OPEX model that quantified OPEX items such as site survey, software configuration and provisioning, on-going wavelength planning and detailed design, and environmental costs of the vendor’s product versus traditional transponder based systems was created.�  The model is used in a consultative mode with individual service provider customers and has increased the percentage of sales won and decreased the time to sales closure.

Prepare TCO studies of the benefits of traffic engineering and traffic management in Carrier Ethernet networks for Gridpoint Systems, a startup vendor of network and resource management software.�  The studies are used to help service providers understand Gridpoint’s value proposition and to quantify the benefits of engineered Carrier Ethernet networking solutions as compared to first generation Carrier Ethernet networks.�  (See http://0299d3f.netsolhost.com/NewPages/GP1.pdf, http://0299d3f.netsolhost.com/NewPages/GP3.pdf and http://www.nspllc.com/images/Gridpoint_white_paper_-_COE_VS_MPLS-TE.pdf.

Analyze the TCO of Ethernet Transport vs. VPLS and MPLS in the metro network.�  Extreme Networks provides Carrier Ethernet solutions for service providers featuring its BlackDiamond 20808 Ethernet Transport switch and PBB-TE technology.�  A TCO model of an aggregation network providing triple-play, Ethernet mobile backhaul, and enterprise Carrier Ethernet services was developed to analyze the TCO of Extreme’s solution versus MPLS and VPLS alternatives and the Ethernet Transport value proposition and TCO results are presented in a whitepaper (See http://0299d3f.netsolhost.com/NewPages/EXT.pdf ).

Conduct strategy workshop to develop business case for integrated switch/router and network appliance system versus separate standalone systems for a leading vendor of enterprise switch/routers. Working in a workshop setting with the vendor’s marketing staff we created a TCO/ROI modeling framework; characterized appliance applications; defined network architectures for branch offices, campuses and data centers; and identified TCO advantages of the vendor’s solution. This framework is being used to guide the vendor’s internal business case analysis work.

Prepare whitepaper and business case, and estimate Return-On-Investment (ROI) analysis delivered through security, protocol robustness and resiliency testing using the Mu Security analysis system. NSP interviewed numerous Mu customers to help users calculate ROI in a variety of common network scenarios. Increasing financial benefits underlying the ROI analysis are derived from improved service availability through robustness analysis of network elements and finding and fixing bugs as early as possible in service provider, enterprise and product vendor development lifecycles. The whitepaper is used by Mu to educate the market about the financial advantages of automated security, protocol robustness and resiliency testing.

Analyze TCO and write whitepaper comparing Wireless LAN (WLAN) technology architectures. Meru Networks’ Virtual Cell architecture employs a central controller that makes multiple Access Points (APs) appear like a single AP to WiFi clients. A TCO analysis compared the Virtual Cell architecture with the industry standard Micro Cell architecture. Equipment, installation and engineering cost were modeled. The analysis is presented in the whitepaper, A Total Cost of Ownership Analysis of the Meru Networks Air Traffic Control Wireless LAN Architecture.

Develop TCO analysis of End-caching versus Edge-caching for VoD delivery. This model calculates the TCO savings derived from the use of End-caching-video storage at the Set Top Box rather than at a metro core location. Capital and operations expense savings derived from reduction of peak capacity requirements within the access, distribution and aggregation networks and the video server located at the Video Head End are quantified. The model is used to communicate the business case to prospective service provider customers and as a strategic planning tool.

Create TCO analysis of Ethernet FTTH versus GPON architectures and prepare associated whitepaper. The analysis includes all network elements—Central Office equipment, fiber optic cable, outside plant apparatus, and Optical Network Termination—as well as equipment, installation, construction, maintenance and operations costs. Scenarios are developed for three wire center types—urban, suburban and rural. The model and whitepaper are used in the vendor’s consultative sales process to help guide FTTH development decisions. See http://www.nspllc.com/NewPages/FTTH.pdf

Prepare whitepaper and business case for Service-Oriented Network Architecture. The architecture helps enterprises align IT with business priorities. This paper provides a financial analysis of the benefits of using this approach to delivering enterprise business solutions. The paper, which is available on the vendor’s web site, is part of a program of being a strategic partner to enterprise customers.

Develop TCO analysis and prepare whitepaper comparing Matisse Networks’ EtherBurst Optical Switch to the combination of ROADMs and Ethernet switches. Three scenarios are modeled—Carrier Ethernet, Triple Play and combined services. The analysis is part of Matisse’s program of educating the market about the economic advantages of optical burst technology. See http://www.nspllc.com/NewPages/EtherBurst.pdf

Develop a modeling tool used by sales force to demonstrate the TCO advantages of converged optical networking system versus separate ROADM/Switch designs. The tool consists of an Excel Workbook with a single visible worksheet (The extensive underlying modeling system is hidden from the user) that allows the sales force to customize the study to each customer’s unique situation and then displays a TCO comparison report. The tool is used to help sell integrated optical solutions.

Develop whitepaper and TCO analysis on the business case for deploying Cisco CRS-1 at the network core. This analysis compares the cost of making the transition from traditional core routers to the Cisco CRS-1 versus the cost savings produced by the CRS-1 once it is in service. Cisco uses the whitepaper as part of its sales program to demonstrate to service providers that there is a sound business case for making the transition to the CRS-1. See http://www.nspllc.com/NewPages/CRS1.pdf

Analyzed business case for Carrier Ethernet over MSPP SONET Networks. Identified economic tradeoffs for Tier 1 and smaller cities for MSPP solution versus Carrier Ethernet directly on fiber or DWDM. The whitepaper is used by a vendor supporting both solutions to show the economic advantages of a diverse product portfolio. See http://www.nspllc.com/NewPages/MSPP.pdf

Performed TCO analysis and case study of ROADM versus fixed OADM metro network. The case study models a large metro area where growth is driven by demand for residential Triple Play and commercial Carrier Ethernet services. Financial metrics include CAPEX, OPEX, ROI, and cash flow. The ROADM vendor uses the associated whitepaper to demonstrate to service providers the value of investing in ROADMs. See http://www.nspllc.com/NewPages/ROADM.pdf

Wrote whitepaper analyzing the business case for Frame Relay and ATM transition. Analyzed three strategies for transition from Frame Relay and ATM services to IP/MPLS/Ethernet-based services. The business case calculates both cost-reduction—TCO—and revenue/profit enhancement benefits for service providers. The paper is used by one of the largest systems vendors to help its large service provider customers plan for the transition. See http://www.nspllc.com/NewPages/FRATM.pdf

Created a TCO model to compare an Optical Transport Network (OTN), pseudowire, and Layer 2 network architecture. The tool models the CAPEX, OPEX and associated ARPU for the network equipment— Deep Packet Inspection (DPI), Service Policy Management System, and Service Aware Routers—used to deliver a rich array of premium services. Financial metrics include ROI, TCO, cash flow and payback. The tool is part of the system vendor’s program of assistance to service provider customers rolling out value added services.

Built ROI tool for a systems vendor’s IP Multimedia Subsystem (IMS) support architecture. with one featuring Layer 2/Layer 3 switch/routers. The model computes CAPEX and OPEX for a large service provider serving 30 serving areas with 15 million residential and commercial lines. All services including POTS, Frame Relay, ATM, TDM, IP and video are modeled. The model is used by the vendor to demonstrate the business case for its approach to supporting both Next Generation and legacy services.

Prepared a whitepaper that compares the TCO of ServiceFlex versus H-VPLS architecture for delivery of Triple Play services. The model includes a five-year forecast of a rich service portfolio and calculates traffic, revenue, CAPEX and OPEX. The paper provides the demonstration of a strong business case for implementing Video on Demand Capacity Admission Control. The vendor uses the paper to illustrate the economic advantages of its approach to that of its competitor.

Developed whitepaper and created ROI model for a set of Carrier Ethernet services featuring sophisticated QoS delivered via a flow-based router. Defined Carrier Ethernet services with QoS features and modeled CAPX, OPEX and revenue with resulting ROI metrics. The resulting whitepaper is used as part of the router vendor’s program to develop the market for flow-based routing. See http://www.nspllc.com/NewPages/PremiumInternet.pdf

Created a whitepaper on the business case comparison of the ServiceFlex architecture to the centralized BRAS architecture for Triple Play Broadband access networks. Defined the concept of a distributed approach to the delivery of Triple Play services and modeled the TCO advantages of this approach as compared to the centralized BRAS architecture. The paper provides thought leadership for the industry’s movement to video-centric network architectures.

Wrote whitepaper and built ROI model on the business case for Carrier Ethernet services. This analysis prepared on behalf of Cisco Systems outlines the business case for a portfolio of Carrier Ethernet services and calculates the ROI for the investment in MEF certified products. It has been widely disseminated as part of Cisco’s efforts in support of the development of Carrier Ethernet service offerings. See http://www.nspllc.com/NewPages/Carrier_Ethernet.pdf

Develop a ROI modeling tool to compare the IP video distribution architecture of a leading systems vendor with those of its principal competitors. The tool includes a software design so that it is easily extensible to accommodate new products and features a user interface that makes the tool easy to use by the vendor’s large global sales force.

Create a TCO analysis that demonstrates the cost advantages of MPLS networking and a vendor’s routers as compared to the competition for a large financial services company. Modeled the company’s backbone network and computed the Total Cost of Ownership (TCO) for two competing vendors’ network designs. Twenty TCO categories were analyzed with emphasis on network operations expense and the costs of network transition. The general merits of conversion to MPLS also were analyzed. The model and accompanying PowerPoint presentation were used as part of the sales presentation.

Conduct an ROI study that demonstrates the value of a policy control system as part of a FTTP system for delivery of Triple Play services. Modeled the benefits of using a Broadband Policy Manager and CAC (Connection Admission Control) to manage service delivery (especially VoD (Video on Demand) over a very large metro optical network. Economic benefits including the reduction of required network capacity, improvements in PON OLT and BRAS efficiency, reduction of lost revenue, and profit maximization were examined. The study supported the service provider’s decision to deploy Broadband Policy Managers in all its new FTTP networks.

Create the business case and publish whitepaper for Triple Play services derived from the reliability improvements delivered by a metro edge service router with modular software and a distributed architecture. The reliability expectations of Triple Play customers were identified and then used to quantify the business case impacts of metro edge router availability. Availability of routers with traditional software versus those with modular software was estimated using NSP’s probability tree methodology. Business case metrics (Payback, Churn, Account Lifetime Value, Service Bundle Size, Take-up Rate) were then computed to reflect the business benefits of modular router software. The white paper is being used to educate service providers about the value of highly reliable routers for Triple Play service deployment. See http://www.nspllc.com/NewPages/Business_Benefits_of_Modular_Software_in_Carrier_Ethernet_Routers.pdf

Develop business case modeling tool and whitepaper for Pseudowire End-to-End (PWE3) solution. The tool models the operational cost savings and ROI of the Pseudowire solution compared to the present mode of operations for both managed CPE and unmanaged T1 voice and data services. The vendor uses the tool to demonstrate Pseudowire’s economic value in specific service provider customer deployments while the white paper is used to educate the marketplace about the economic advantages of Pseudowire. See http://www.nspllc.com/NewPages/PWE3.pdf

Prepare whitepaper on the business benefits of VoIP IADs (Integrated Access Devices) compared to TDM-based IADs. Total Cost of Ownership (TCO) for providing voice and data services using an IAD with VoIP is computed and compared to the TCO of an IAD providing data and circuit switched voice services. The analysis shows that the costs within the Central Office are dramatically reduced through the application of soft-switching as compared to circuit switching while the revenue producing capacity of the T1 line terminated in the IAD is greatly increased. See http://www.nspllc.com/NewPages/Economic_Impact_on_T1_Infrastructure_of_VoIP_Enabled_IAD.pdf

Demonstrate the business case for deployment of remote terminals with packet infrastructure and VoIP versus legacy DLCs and DSLAMs in the access network. The CAPX and OPEX of the packet infrastructure are modeled and a whitepaper identifies the sources of the savings such as through reducing the number of Central Offices required for switching.

Developed ROI payback model for start-up vendor of multi-service edge switch. This start up vendor’s value proposition is built upon the revenue generation advantages of its edge switch compared to legacy Frame Relay, ATM, Ethernet and VPN service platforms. An ROI model was developed where CapX, OpEx, and ROI are computed for each competing system as a function of a demand matrix of expected service requirements. The vendor’s sales support team is using the model to demonstrate customer specific ROI advantages of its product compared to widely deployed legacy alternatives.

Develop ROI models to help IOC and RLEC customers justify deployment of TelcoVideo triple play play infrastructure. Small and rural wireline carriers are leading the deployment of Video triple play in the U.S. They require a thorough investment analysis to satisfy their owners and regulators before proceeding. An ROI model that includes comparison of competing DLC architectures was developed with financial results displayed in cash-flow terms for unregulated entities and NECA terms for regulated entities.

Analyzed the total cost of ownership advantages of an Ethernet/IP digital loop carrier system versus Next-Gen DLC and New SONET/ATM design alternatives. The results were presented in a white paper that is used to support the business case for this new technology. Ethernet/IP white paper

Developed Total Cost of Ownership modeling tool for startup network access equipment vendor. The vendor's large local exchange carrier customers require rigorous analytic proof of cost reduction claims prior to purchasing Next-Gen products. A modeling tool was developed to demonstrate the CapX and OpEx advantages of the vendor's solution compared to legacy "Greenfield" and "Cap & Grow" scenarios. The OpEx model involves both workflow analysis and computation of a complexity penalty associated with the legacy solution. The tool is an integral part of the vendor's sales program.

Modeled economic benefits of "non-stop routing" for a major network equipment vendor. Developed a business case to quantify the revenue and cost benefits of hardware and software reliability, software architecture, modular in-service upgrades, and automated end-to-end configuration. CapX, OpEx including environmental and labor and revenue advantages were demonstrated through application of a risk assessment model that employed probability analysis. The vendor uses the business case, financial models, and accompanying white paper to differentiate its non-stop routing technology and products from other vendors marketing similar capabilities.

Created the business case for multi-protocol networking for a major network equipment vendor. Developed a white paper that presents the financial benefits to service providers of multi-protocol networking including new revenue opportunities, investment protection, and CapEx and OpEx savings. The vendor received an Excel model of the business case analysis, a PowerPoint presentation with key findings from the analysis, and a white paper.

Developed a business case and white paper for the Metro Ethernet Forum, a trade association dedicated to promoting and developing metro Ethernet technology. The white paper presents engineering and economics analyses that demonstrate the comparative advantages of Next-Gen SONET and optical Ethernet technology versus legacy TDM and SONET solutions. The white paper plays an important role in furthering the Metro Ethernet Forum's program of promoting metro Ethernet.

Developed a business case modeling tool, presentation, and white paper for a Next-Gen SONET vendor. The model provides detailed CapX and OpEx analysis of the vendor's six product models for "Greenfield" and "Cap & Grow" scenarios, nLEC and MSO service providers, and a complete suite of legacy and Next-Gen services including TDM, packet/cell and Ethernet services that are compared with four competing technologies. The tool, presentation and white paper provide a comprehensive set of materials used in each unique customer sales situation.

Developed the business case for an Optical Ethernet systems vendor to compare integrated Optical Ethernet platforms to competing solutions for metro Ethernet networks. The business case included innovative Ethernet Service definitions and pricing, metropolitan area segmentation and profiling, revenue projections, CapEx, OpEx, financial metrics including, total cost of ownership (TCO) analysis and comparisons, return on investment (ROI) analysis, and breakeven analysis. The final work product consists of a tool that the vendor uses in consultative sales to service provider customers, a PowerPoint presentation and a white paper.

Developed a business case for the deployment of tunable lasers in Metro DWDM communication systems. The business case employs a cost/benefit model that quantifies the capital and operating expense savings as well as revenue contributions for several different applications of tunable lasers. It is derived from an interviewing program with leading service providers. This is the first quantification of the benefits of tunable lasers. It provides a competitive advantage to the vendor's business development program.

Developed case studies and a white paper for an Ethernet systems vendor to demonstrate how Ethernet technology can be used to extend the capabilities of mainstream communications services and improve their revenue potential and profitability. The work consisted of an analysis of usage profiles for enterprise data services, Ethernet services and pricing strategies and case studies for private line migration, Ethernet virtual private line extension to frame relay service, and Ethernet Internet access service bridging the DSL/TDM price gap. The vendor now has valuable collateral to increase the awareness and quantify the benefits of Ethernet technology in metropolitan area networking.

Quantified the economic advantages of "RPN" managed router services for service providers using virtual router technology. The business case explains the concept of "RPN" service and its benefits to enterprise customers and quantifies the capital and operational savings of the virtual router architecture versus the managed router approach and the fully outsourced router approach. The in-depth business case tool and accompanying white paper provided the IP services switch vendor with the resources to demonstrate its RPN value proposition and articulate evolving business models in this space.

Developed compelling sales tool, including ROI analysis, to enable next generation optical vendor's sales team to more effectively sell their metro solution to service providers. Perform competitive analysis of product capabilities, architectures, and performance of multitude of optical vendors in this space. Vendor's sales force is now armed with a tool that demonstrates how this solution adds value and impacts the bottom line.

Developed the economic business case for an IP services switchvendor illustrating the financial and strategic benefits of service providers utilizing virtual routers for their managed router and VPN service portfolios.

Developed a fully quantified business case for an IP services switch vendor articulating the economic, functional, and strategic benefits for enterprises adopting service provider net-based IP services versus mainstream Frame Relay/centralized Internet/private remote access and versus traditional IP transport coupled with CPE-based security.

Developed a Total Cost of Ownership (TCO) Analysis Tool for a major core router vendor. The tool performs an in-depth cost-analysis of owning and operating a core-routed network and includes capital expense, network planning & implementation costs, operations and maintenance costs and environmental/facilities cost of the vendor's solution versus competitive alternatives. The vendor's sales force is now armed with a tool they can use on a consultative basis with prospective customers in calculating the TCO advantage of deploying its scalable architecture solution versus a fixed architecture solution.

Developed an ROI model to enable a leading edge metro optical vendor to work with its BLEC and CLEC customers in calculating the economic impact of deploying optical equipment.

Developed a full business case demonstrating the economic advantages of service provider adoption of network-based managed IP security services versus traditional CPE approaches for a start-up network equipment vendor. Develop a capital cost model as well as a full life-cycle process for delivering managed security services and calculated the comparative cost of each process step. The vendor's sales team now uses the tool to assist service providers compare their total cost of ownership over the life of the service offerings.

Developed a business case for a leading equipment vendor demonstrating the economic benefits to service providers in supporting multiple services over a converged infrastructure, in this case, a multiservice ATM edge/core approach with integrated IP functionality.

Developed white paper on the business case for using MPLS broadband switches at the core of public network. An cost model was developed to demonstrate the capital and operating cost savings of combined layer 2/layer 3 switching designs as compared to overlay networks.

Developed a cash flow based business case for a metro optical vendor that demonstrates the economic advantages of an integrated Layer 1-Layer 3 metro edge switch. The vendor's sales team can now open a real-world dialogue with service providers about how this approach translates to capital and operating cost savings over the present mode of operation.

Developed a bottom-up revenue model to demonstrate the attractiveness of providing services over optical connections into MTU (multi-tenant units). This model enables the metro optical vendor to assist service provider customers calculate the ROI for deploying optical gear to capture MTU revenue opportunities.

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Vendor & Investor Strategic Planning & Business Development

Provide networking industry market intelligence to institutional investors as part of the DeMatteo Monness Consultant Network. DeMatteo Monness is a boutique primary research firm and full-service broker-dealer for investment funds.

Prepare a competitive analysis of wireless backhaul systems for a leading vendor. Systems vendors are developing wireless backhaul systems employing pseudowire (PWE) technology for use within Radio Access Networks (RAN) to simultaneously support the transport requirements of 2G, 2.5G, and 3G wireless systems. This analysis compares the products of three leading vendors. It is used by the vendor's sales force as an aid in competitive sales situations.

Conduct competitive analysis of metro DWDM products and define the business case. A framework for analyzing metro DWDM product features is developed and used to create a competitive analysis matrix. Ten feature categories are defined including ROADM capabilities, integrated Ethernet and service transparency and digital wrapper support. The economic implications associated with each feature are defined and explained. The written report is used by the vendor’s sales force as an aid in competitive sales situations.

Conduct a strategy workshop on a proposed high-speed copper access product. NSP lead a day-long workshop with a group of entrepreneurs and their investors to identify the opportunities and risks associated with the proposed development of a system to provide high-speed data over copper twisted-pairs in excess of the data rates delivered by DSL technology. The venture investments were guided by the consensus developed at the workshop.

Analyze enterprise networking equipment markets for institutional investors. Institutional investors are seeking insights that go beyond typical company-level stock coverage. Network Strategy Partners is providing deeper industry analysis to a major brokerage firm serving institutional investors.

Assess U.S. opportunities for Ethernet-based DSLAM. A well-established vendor of Ethernet products wished to evaluate the timing and best approach for introducing its Ethernet-based DSL products into the U.S. A strategy workshop was conducted to evaluate the timing and strategy for introduction of these products into the U.S. Selective product introduction is being pursued to those service providers open to this new approach.

Perform due diligence on Wireless Mobile Gateway start-up vendor. A venture capitalist sought a technical and market assessment of a start-up vendor of a Wireless Mobile Gateway. We determined that 2.5G and 3G requirements for voice & data gateways were sufficiently unique to protect the start-up from competitive entry of general-purpose IP Service Switch products.

Perform due diligence on Intelligent Wavelength Optical Transmission equipment vendor. A venture capital firm sought assurances on the sustainability of the market position of a start-up optical equipment vendor in the crowded metro-optical equipment market. Analysis of the vendor's technology and managerial skills gave the venture capitalists the confidence to proceed with another round of investment.

Planed entry into the Subscriber Management market for an established IP Services systems vendor. Developed a market segmentation, interviewed service providers on business development plans and technology preferences and created a plan including financial projections for market entry. The Board-of-Directors authorized funding of the necessary development program, which is now underway.

Created a market entry strategy for a large equipment vendor seeking to launch new core and edge routers to the US market. The work involved setting market entry goals and targets, in-depth market segmentation and profiling of the US service provider market, value proposition analysis of the opportunities and threats posed by other competing solutions, and launch strategy for successful US market entry. The vendor is now armed with the insights necessary to properly position its products against the incumbent router products in the US market.

Determined the market entry strategy for a startup vendor of real time Internet performance management and route optimization products. Conducted interviews with senior management at a range of large service providers. Lead product strategy and segmentation workshops, developed interview guide and product presentations. The strategy was used to hone product features, prioritize sales resources and tailor marketing messages to the real market requirements.

Conducted market validation for a next generation Internet monitoring company. Determined value of the monitoring solution and its features through interactive discussions with senior technical and business executives at top Tier 1 and hosting providers. Vendor is utilizing insights to focus sales and marketing strategy and guide the next version of the product.

Performed a competitive analysis of the optical space for a leading-edge metro optical vendor. Using the competitive analysis matrix prepared by NSP the vendor chose to concentrate its development efforts on metro Ethernet capabilities at the metro edge and avoid direct competition with well entrenched competition at the metro core.

Conducted a product validation for a Metro Ethernet optical vendor. Reviewed the product plan and conducted competitive analysis and market segmentation in a workshop setting. The reviewed was used to confirm the sales direction and product positioning and was instrumental in obtaining the second round of venture funding.

Performed technical due diligence for a venture capitalist considering investment in a metro optical vendor. Interviewed the vendor's management team and potential buyers and evaluated the extent of the vendor's technological advantages in a crowded marketplace. The investigation gave the investors the confidence to proceed with funding despite the telecom market's overall negative tone.

Assisted a leading-edge optical vendor develop its next-generation edge and core products. Facilitated and lead a series of meetings with CTOs at leading ILECs, IXCs and Next-Gen providers to discuss technology futures and product requirements. Prepared a requirements analysis and facilitated product planning sessions with the vendors management team. The design team is now developing the next-gen product confident that it is market driven and exploits the vendor's competitive advantages.

Assisted an innovative company offering environmentally ruggedized Ethernet access equipment with its U.S. market entry strategy. Through a workshop and introductions to U.S. systems vendors the company has established a joint venture for U.S. product distribution.

Assisted next generation metro optical vendor determine how to position its product in a crowded field of dozens of vendors. Perform market segmentation to characterize the metro optical market and assess service provider access and IP service requirements. Identify the need to support OC48-level capabilities interoperable with legacy SONET and TDM infrastructures. The vendor's product is now positioned to bridge the gap between the ILEC/SONET world and the new optical world, thereby competing in a less-crowded market segment.

Provided technology and networking industry advice to institutional investors. NSP is a member of the Gerson Lehrman Group's Council of Communications Advisors and is active in advising institutional investors on their behalf.

Provided strategic planning advice to European and South American telecommunications companies on the creation of next-generation networking based services in partnership with a major systems vendor. Reviewed the strategic positions of incumbent telecoms carriers and demonstrated the financial and strategic benefits of using IP-based service offerings. The telecoms carriers are proceeding with the launch of IP services companies.

Defined second-generation product strategy for a new optical vendor. Perform technology forecasting and competitive analysis. Found that the originally planned development efforts would be introduced after most of the competitors. The vendor shifted its development plans to leapfrog a generation rather than coming to market with a me-too capability.

Performed due diligence for investment bankers considering the re-capitalization of a large established networking vendor. Participated in a comprehensive review of a proposed plan to re-organize the company into business unit segments focused on the service provider, enterprise, systems integration and network management market sectors. Funding was obtained and the new business units are achieving improved results due to their clearer market focus and the infusion of new capital.

Identified opportunities and threats for an application-QoS vendor seeking to hone its next-generation product strategy. Perform segmentation of service provider market, determine requirements of each segment and develop competitive landscape of QoS-related products. Analyze the client's platform and OEM strategy, identify the need to broaden beyond QoS to other Layer4-7 capabilities, including security and billing mediation, as well as the need to improve ease-of-use. Identify complimentary potential partnerships. The vendor has since acquired security and mediation capabilities to fulfill this strategy.

Defined strategy for application QoS vendor successful in enterprise markets to penetrate service provider market. Discuss requirements with early service provider adopters of the existing solution, a cross-section of prospective service providers, and work with the product in a live service provider environment. Defined the list of features which the vendor is now executing in its development cycle to ensure the product is attractive to service providers.

Assisted a major equipment vendor define its PBX and IP PBX evolution and positioning strategy. Develop a feature framework and perform comparative analysis of internal and competing existing and future products. Defined the positioning of previously independent and competing product lines and generated list of development areas critical to the evolution of a coherent product line evolution. The vendor is now executing on a clear roadmap and developed marketing and sales literature from the positioning recommendations.

Performed financial due diligence for a venture capitalist considering an investment in an optical components manufacturer. Evaluated the market opportunity, competition, technical capabilities, and staff of a manufacturer of filters and clock and data recovery (CDR) components for use by leading optical, wireless and server systems companies. NSP's report gave the venture capitalist the information it required to invest with confidence.

Conducted a strategic assessment of a major system vendor's telecom business unit strategic direction including competitive analysis, strategic partnership strategy, distribution channels and professional support capabilities. The vendor has since aggressively ramped up strategic partnerships with network equipment companies.

Helped a startup firm develop its business plan and product requirements for its next generation edge router aimed at service providers. Conducted product reviews with prospective clients of the firm, namely large incumbent and new entrant service providers. The startup firm is now confident that its product plans are in sync with market demands and is well into execution of those plans.

Developed strategy for incorporating IP into SONET products. This leading manufacturer of SONET transmission equipment recognized the need to make a transition from TDM and circuit-switched technology to packet-based (IP) on fiber technology. The rate of adoption of voice over IP, ATM and frame-relay technology was assessed and a strategy was developed to accommodate IP in the next generation of SONET transmission products. The development program is being guided by this analysis.

Conducted comprehensive market research of 150 Tier 1, 2, and 3 ISPs relative to their existing and planned services, architectural directions, operational and business issues. The research was used by systems vendors to plan the features of their next generation offerings.

Assessed market opportunities and develop a transition strategy for a data communications company whose major product offerings were approaching obsolescence. The strategy was adopted and the company has regained its vitality.

Evaluated market opportunities for fiber-in-the-loop products. We evaluated the technology and assessed the investment climate for an innovative fiber-optic carrier transmission system. The client obtained a second round of financing as a result of the study.

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Vendor & Investor Marketing & Messaging

Produce video blog series on transition strategies for a vendor of MSPP and CESR transport equipment. The vendor is repositioning itself from a product centric approach to sales to a solutions approach. The video blog forms part of this new approach by providing advice on how to make the transition from legacy technology to next generation technology.

Create positioning paper and associated video for Alcatel-Lucent’s Triple Play Express—a pre-integrated end-to-end IP Triple Play solution.�  Alcatel-Lucent sought to help U.S. Tier 2 through 4 service providers, utilities, municipalities, and developers deploy IP Triple Play in a timely way so as to use American Recovery and Reinvestment Act funding sources.�  The paper and associated videos details the business case planning process and how Triple Play Express helps service providers launch their Triple Play offerings.�  See http://www.nspllc.com/images/ALTPE.pdf

Prepare a whitepaper on the business drivers and design guidelines for network convergence and virtualization of IP/MPLS core networks for Juniper Networks.�  As a leading vendor of IP/MPLS core network routers Juniper Networks sought to further its leadership position by providing service providers guidance on the requirements for building a converged core network and how Juniper’s solution meets those requirements.�  A whitepaper was drafted that describes the business case for creating a converged core network, identifies the barriers to converging separate business unit networks, and describes the design features Juniper uses to achieve the converged core while overcoming the barriers to convergence.�  The whitepaper forms part of Juniper’s marketing program to large service providers. (See http://www.nspllc.com/images/JCoreTech.pdf)

Analyze the environmental benefits of MetaSwitch Class 4/5 softswitches.�  MetaSwitch, a vendor of Class 4/5 softswitches, sought to enhance its value proposition to service providers by quantifying the reductions in telephone switching’s carbon footprint and other environmental savings produced by its softswitch compared to legacy circuit switches and first generation softswitches.�  The energy, cooling and space requirements for each switching system were computed through engineering analyses and application of several deployment scenarios.�  The energy and cooling costs as well as the carbon footprint for each system also were calculated.�  The Class 4/5 softswitch’s environmental benefits are presented in a whitepaper used as part of MetaSwitch’s marketing and sales programs. (See http://0299d3f.netsolhost.com/NewPages/EB.pdf )

Draft and publish the Network Security Handbook for Service Providers with Juniper Networks.�  Juniper Networks sought to build upon its leadership position in providing security solutions to service providers by publishing a handbook that creates an understanding of network security threats and techniques and strategies for protecting service provider networks.�  Descriptions of best practices for meeting threats to voice, TV and multimedia, mobile services and data centers also were needed.�  Working together Juniper and NSP created and published a handbook.�  It is used widely to guide network security planning and operations. (See http://0299d3f.netsolhost.com/NewPages/netsec.pdf )

Examine the role of Broadband Mobile Access Gateways in scaling 3G networks and moving to 4G infrastructure for a vendor of mobile access gateways.�  Wireless networking is in a period of rapid growth with many competing designs and architectures.�  This study describes the role of the gateway and defines its technical requirements.�  It is used by the vendor to build market awareness of the value of Broadband Mobile Access Gateways. (See http://0299d3f.netsolhost.com/NewPages/mbg.pdf )

Present a vision and analyze DPI application trends in enterprise and service provider networks for a vendor of broadband traffic management solutions.�  It is critical that the vendor’s sales force understand and anticipate technology and competitive trends in their marketplace.�  This presentation provided the vision and insights needed to maintain the sales force’s competitive edge.

Analyze the environmental benefits of Cisco’s Unified Communications and TelePresence solutions and document in a whitepaper. These solutions support telecommuting, reduced business travel, reduced consumption of materials and equipment, improved energy efficiency, increased space utilization and reduced electronic and office waste. The environmental benefits are quantified in terms of reduced power consumption (Watts) and Carbon Dioxide emissions (Pounds of Carbon Dioxide). The whitepaper shows how Cisco’s SONA framework is used to solution implementation and the analysis of the environmental benefits.

Analyze economic benefits and write whitepaper on network resource virtualization as a means of achieving a green data center. The analysis shows how Cisco’s SONA framework is used to construct virtual network resources and then calculates the associated environmental and economic benefits. Dramatic improvements are shown in resource utilization, cost reductions and reduced carbon dioxide emissions.

Write an article on the benefits of using DPI to facilitate lawful intercept in packet networks for a vendor of programmable deep packet processing networking platforms. In the U.S. service providers are required to support electronic surveillance by law enforcement agencies. Lawful intercept of VoIP calls and IP-based messages are very difficult due to the connectionless nature of IP traffic. This article defines the problem and explains how programmable DPI processing is used to provide a solution. The article is used by the vendor to educate the market about the capabilities of programmable DPI processing.

Create an article on the significance of programmable DPI to service providers for a vendor of programmable deep packet processing networking platforms. This article explains how DPI technology can be used to create value added services and protect networks against DDOS attacks and other security threats. It is used by the vendor to create awareness of the benefits of DPI technology and the value of its programmable platform.

Write a whitepaper on a distributed architecture for application layer traffic management in service provider aggregation networks for a vendor of an application layer traffic management system on a chip. Service providers are building IP/Ethernet networks that deliver all services-converged networks. This creates the need for application layer data collection, traffic management and security. This paper shows how a distributed application layer solution is created using a chip-based DPI system. The paper is used by the vendor to educate the market about the benefits of a distributed chip-based solution.

Develop a whitepaper on how service providers can extend MPLS VPNs with IPSec tunnels to create a seamless service offering for a leading systems vendor. This paper shows how MPLS VPN service offerings can be extended to branch offices, home offices, or lap top computers using IPSec/GRE tunnels over the Internet. It also describes the advantages of using the vendor's IPSec router interface card as compared to a separate IPSec appliance. The whitepaper is part of the vendor's comprehensive marketing program for its service provider customers.

Prepare a whitepaper that defines the next generation of deep packet inspection (DPI) together with an overview of requirements and applications. The paper explains what DPI is and provides several examples of applications including DNS DDOS attack detection and mitigation, VoIP Lawful Intercept, and Internet VoD Service. The paper is part of the vendor’s program for educating the market about DPI and helping customers make informed buying decisions. See http://www.nspllc.com/NewPages/DPI.pdf

Prepare an overview of recommendations for designing IP NGN Carrier Ethernet networks. The overview shows how multiple L2/L3 protocols can be leveraged to provide optimum flexibility for current and next generation service offers. Services include residential, business, mobility and wholesale. Protocols include EoMPLS, L3 PIM SSM, MPLS VPN, H-VPLS, and Q-in-Q. The paper is available on the vendor’s web site and is part of its program of providing guidance to service providers in creating NGN solutions.

Create an ROI analysis and associated whitepaper for an innovative security analysis product. The project includes explaining the linkages among product features to underlying economic benefits and then quantifying those benefits through the creation of an ROI model. Data is developed through a series of interviews with the vendor’s customers. The whitepaper and model are used to educate the market about the economic benefits of this new type of network security analysis product.

Wrote The EFM Sourcebook – The Comprehensive Resource on Ethernet in the First Mile Over Copper. Zhone Technologies is seeking to develop the market for EFM over copper and establish itself as a market leader. The Sourcebook shows how EFM and Carrier Ethernet standards can be used to create differentiated and profitable services, how EFM works, details implementation of a wide variety of applications, and analyzes EFM over copper market dynamics.

Prepared a paper that provides recommendations to help service providers design and implement next generation access and aggregation networks using an Ethernet DSL Layer 2/Layer 3 Service Bus concept for a leading systems vendor. The vendor’s sales engineers are using the paper to guide their service provider customers’ implementation programs.

Identified wireline service enhancements using SIP and IP Telephony converged service platforms. New service offerings of mobile and IP-based service providers are threatening the market positions of incumbent wireline carriers. A white paper was created for a vendor of a Next-Generation Converged Service Distribution platform. It describes innovative wireline service offerings that increase the value of wireline services and improve customer retention.

Conducted a marketing strategy workshop for a systems vendor about to launch a product capable of delivering "optical"-speed services over copper. Reviewed product applications, developed service provider market segmentation and identified critical success factors. Prioritized opportunities, defined sales targets and identified next steps for the product launch. The vendor has successfully launched the product with prioritized applications in specific market segments.

Identified, screened and prioritized potential distributor/reseller/VARs for a WAN bandwidth optimization vendor so it could supplement its direct sales force in the US. Over 500 VARS were subjected to criteria such as focus on networking, WAN/IP knowledge and experience, range of other complementary LAN/WAN edge products in their portfolio, value added services, national/regional coverage and financial stability. The vendor received a spreadsheet with a prioritized list of 50-60 VARs/Distributors that was used to negotiate distribution agreements.

Developed pricing strategies and incremental revenue estimates for Ethernet and legacy services in support of a PON vendor's marketing program. Characterized and segmented the market for legacy communication services, brainstormed creative Ethernet services and developed creative alternative service pricing plans. Developed a pricing model to quantify the revenue and contribution effects. The pricing strategies and financial analyses were used by the vendor in workshops with senior RBOC executives.

Defined the value proposition of a Next-Gen SIP-based convergence switch in two white papers for a startup vendor. The first articulates the economic benefits of transitioning the legacy network to a packet-based architecture. The second demonstrates, with examples and revenue estimates, how the next generation convergence switch can be used to cost effectively roll out a portfolio of multi-service VPNs (voice, data, video) on a per customer virtual port basis, through its integration of separate aggregation functions into a single platform. The vendor uses the white papers to demonstrate the business case and revenue potential of its switch to its service provider client base.

Developed the value propositions of an edge router for a large international equipment vendor seeking U.S. market entry. The business case demonstrates total cost of ownership (TCO) savings of the router product over five competing products and includes sophisticated CapEx and OpEx analysis. The business case is used by the vendor in direct interactive customer sales calls, and is also valuable for a variety of marketing efforts including Web content, press releases, analyst and sales presentations.

Designed a Sales Training Program and sales training collateral for a major equipment vendor preparing to launch a new router in the US market. Developed Sales Training curriculum, created sales training content, and facilitated delivery of on-site sales training using a combination of presentations, printed take-away sales materials, and role-playing exercises. The sales force has been given valuable skills in consultative methods of selling, in-depth knowledge of the US service provider market, needs and purchasing criteria, account planning, IP networking fundamentals, service provider network evolution trends, and how to position their product against any of the competing solutions.

Assisted a leading-edge optical vendor in its sales targeting efforts by profiling over 100 service providers, developing a formal sales targeting and account development methodology, and training the sales teams.

Developed white paper articulating the importance of innovative pricing of IP service offerings for a software company that provides IP data collection and aggregation services. Applied pricing theory and actual service provider case experience to create examples of pricing policies that improve profitability and decrease churn. The paper has helped the company position itself as a strategic partner to its customers.

Developed and delivered two network management keynotes as part of a Webcast seminar series for a new network management platform provider. Outlined critical issues such as gaps in current tools and processes, the business impact of these gaps, and the kinds of proactive fault management needed to move enterprises to "zero-admin" networking that meets end user performance demands.

Developed a strategic white paper for a major systems vendor defining the business needs and the architecture of the enterprise portal providing anytime, anywhere access to information, applications and communication tools across enterprise boundaries. The white paper is a critical marketing and sales tools for this vendor as it carves out a leadership position in virtual workspace technology.

Assessed market opportunities and determined proper marketing niche and message for a start-up networking equipment vendor developing a next-generation edge switch. Performed cost-of-ownership analysis of vendor's product and incorporated results into a well-received white paper.

Developed and delivered a Next Generation Public Infrastructure keynote for a major telecommunications equipment vendor's conference for service providers. The keynote demystifies the evolution of service provider infrastructure, addressing strategic issues such as moving from circuit-switching to packet-switching, adopting an edge/core approach, IP/optical versus IP/ATM/optical, make-versus-buy decisions, centralized versus de-centralized POPs, and revamping OSS to gain competitive edge.

Developed voice/data convergence keynote and companion guidebook for a major networking vendor's seminar series for enterprise managers. Strategic issues included converged applications, the maturation of data networks to telephony-grade reliability, scale, and ease of management, and business case models to enable enterprise managers to determine if voice over Frame Relay, voice over ATM, or voice over IP is cost-justified.

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