Priority Services Mktg Plan

© 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


Service details

© Copyright 2012 Hewlett-Packard

3

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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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


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

http://www8.hp.com/us/en/business-services/index.html

http://www8.hp.com/us/en/business-services/it-services.html?compURI=1077422

http://www8.hp.com/us/en/business-services/it-services.html?compURI=1077422


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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)


Value Proposition & Key Selling Points


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There are two tiers of HP Priority Services.


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)


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.


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

http://www.google.com/url?sa=i&rct=j&q=technical+support+icon&source=images&cd=&cad=rja&docid=XXD2GY92L70KoM&tbnid=ESMVxBFomsGOTM:&ved=0CAUQjRw&url=http://www.iconarchive.com/show/vista-people-icons-by-icons-land/Occupations-Technical-Support-Representative-Male-Dark-icon.html&ei=zXg3UemULc3CswbWjoA4&psig=AFQjCNFt7PENZDY-F9vs_GPnFwdnJyvWKQ&ust=1362676157172936


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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


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


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)

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Priority Services Mktg Plan

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