In our two recent posts around operations Operationalize Small Cell Systems for Quicker Adoption by Enterprise Customers and Helping Sales Accelerate Enterprise Small Cell Deployments we discussed transforming business processes to industrialize small cell deployments, and applying the right people at the right times in the overall process.
Where we last left the discussion: the sales force has a branded scalable enterprise small cell product with branded support collateral and the E-RAN Estimation App on their smartphones. In the rest of this blog, we’ll connect the dots (no pun intended Ericsson) of how the estimates generated by the App can be used in a “Pre-Sales Coverage Improvement” process to rapidly provide a scalable small cell system quotation back to the Enterprise IT customer.
Please keep in mind, especially if you’re an engineering reader, that this is an E-RAN radio quantity sizing exercise, not a system engineering or design exercise. Consider the E-RAN app a financial pre-screening process designed to free up engineers from working on indoor improvements until there is an approved project. After the project goes through the screening process, and the enterprise customer signs an order for the system, then an actual project is started that ultimately culminates in a scalable small cell system implementation.
Customer Quote Generation
It is important to note that the E-RAN Estimator App can be used immediately with a back office quote generation processes after installation via e-mail.
It can also be easily integrated into a Customer Relationship Management “CRM” environment. A simple Salesforce.com example is shown below.
Because the SpiderCloud E-RAN system is installed in a building in a limited number of configurations, it is ideally suited to a standardized quote via a CRM process.
Pre-Sales Model (example)
This example is based on assisting a mobile operator to create Pre-Sales Coverage sales framework. Assume this tool would be used with other known customer information to create a one-stop decision making tool to decide on funding of indoor coverage solutions.
The first four pieces of information are provided in collaboration with enterprise IT with the E-RAN Estimator determining the radio count. Installation by customer and use of VLAN are captured to allow the enterprise customer to see the cost difference if they contribute labor and a VLAN towards improving services in the building. The number of accounts and ARPU are sourced direct from the enterprise’s corporate account information in the billing platform. The business outputs are calculated from price lists and normal installation and project cost metrics.
The “required line growth for payback” is E-RAN/LAN amortization/APRU. We have observed that growth is driven by a “friends telling friends” behavior. At the June 2014 LTE World Summit, the CTO of Telecom Austria made the claim that: “We are seeing rebirth of coverage as an Operator differentiator.” Based on our observations of our systems in production, we agree!
On the systems cost, the enterprise could be asked to increase commitment to more mobiles in the contract, extend the contract, or fund some part of system in form of upfront capital, or a monthly expense to insure the operator has ROI on their capital. Assume that the sales team does not want to tell a valued enterprise that is having coverage problems, “NO”. This leaves the “NO” decision to do nothing firmly in control of the enterprise customer if a creative solution cannot be agreed upon.
The other approach we favor is to set the price of the radios such that it’s an “all-inclusive” cost, and bill them that way. This keeps the actual system costs of each site separated so there is not a complex loading of the actual costs into the billing system for each enterprise building, and keeps a handle on internal Opex of billing platform.
In summary, these are a sample of the approaches to providing a repeatable process that our mobile operator’s have implemented, or are considering, to help realize both the velocity possibilities afforded by an E-RAN, and preserve scarce engineering resources for business qualified indoor improvements.
If the reader of this blog is a SpiderCloud customer or channel partner, please contact us if you want to learn more about CRM Integration, the process, origin spreadsheet used in blog or desire a custom seminar conducted with your organization on creating a Pre-Sales environment that fully exploits our EASY-30 process of E-RAN technology and Estimator App.
- Art King, SpiderCloud Wireless, Director of Enterprise Services & Technologies