Systems Integration.

Outsourcing.

Infrastructure.

Server Technology.

Consulting.

Research Activities @ Unisys

Sara GriffithSFN Partners MeetingParis, February 14, 2003

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Overview

Introduction

Organizational Update

Unisys Research Activity

Systems Integration.

Outsourcing.

Infrastructure.

Server Technology.

Consulting.

Organizational Update

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Joining Forces: Comms and Media

The Opportunity: Powerful content, tailored delivery

More Revenue. Real Results.

Content

MediaDistribution

CommsMore

revenue from new media and

dist. channels

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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Content DistributionMore revenue from:

•Hosting•Mobile

Delivery• InteractiveC

ontent

More revenue from:

•Hosting•Mobile

Delivery• InteractiveC

ontent

Media Content Engine

• Editorial Solutions• Digital Assets• Advertising

Communication Revenue Engine

• Market Source • Messaging +• Enterprise +• Revenue +

Bring together our media & comms clients

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The Unisys Comms/Media AmbitionThe 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.

Systems Integration.

Outsourcing.

Infrastructure.

Server Technology.

Consulting.

Research Activities

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Secondary Research Primary Research

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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OrganizationWho’s 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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Industry analysis

Market sizing data

Market trends

Competitive data

Methodology /Sources How do we obtain it?

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

- E&P Yearbook

- TBI Yearbook (Television Business International)

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Why do we do it?To drive business planning & investments

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

Industry Analysis

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Why do we do it?To identify market growth opportunities

Market Sizing

Media & Communications Market Assessments

Market size

Market CAGR’s

Segment attractiveness

Drive business planning

Formulate 3-year strategic plans at business unit level

Develop G2M plan

Support investment decisionsMain sources: Gartner, IDC

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Why do we do it?To monitor market evolution and key requirements

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

Market Trends

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 groupsMain sources: Seybold,

Cole/Cole Papers, E&P, competitor web/press bits

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Primary Research Why and How?

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

Client satisfaction

Brand awareness

Requirements analysis

Solutions comparisons

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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@unisys.com

Tel: +39 02 6985 829

Mobile: +39 348 2511564