IBMpresentationmaking培训讲义

Click to edit master title style which should run no more than two lines and should not be all initial caps,Click to edit master text styles,Second level,Third level,Fourth level,Fifth level,*, Document Title,*,Click to edit master title style which should run no more than two lines and should not be all initial caps,Click to edit master text styles,Second level,Third level,Fourth level,Fifth level,LEAP,Presented by: Eric Pelander,May 21, 2002,2024/8/26, Document Title,2,Contents,Subject or context,Major idea or recommendation,Benefits or value proposition,Evidence and analysis,Detailed recommendations and actions,2024/8/26, Document Title,3,This Effort Is Designed to Assist the XYZ Company to identify Wireless Market Opportunities,Define the Wireless Marketplace and Its Evolution,Describe and Size Wireless Markets,Identify XYZs - Addressable Markets,Key market players and dynamics,IBMs perspective on the key strategic issues,Near-term evolution of the wireless market,Application markets and sizes,Devices markets and sizes,Infrastructure markets and sizes,Current players in each market and relative strengths and weaknesses,Identify and describe XYZ -addressable markets,Evaluate the size of the impact that XYZ can make,Identify critical success factors,XYZs objective is to gain insight into the evolution of the wireless market in order to identify market opportunities for XYZ,Identify Un-Addressed Opportunities for XYZ,Market composition,Key players,Critical success factors,Evaluate opportunities against XYZ capabilities, customers, channels, and technologies,SUMMARY CONCLUSIONS,Subject - Context,2024/8/26, Document Title,4,Internet Channels Will Provide Incremental Leads and Revenue,IBM believes there is a substantial opportunity in the online leasing market,XYZ Company should target the following customer segments:,Professional Services and Manufacturing,IT, office, and manufacturing collateral classes,Small business, small ticket market,These customers should be targeted with a multi-channel approach:,Indirect,Aggregators,Direct,The major channel to these customers will be the indirect one-through Internet intermediaries that give access to the customer at the point of transaction,Each of these channels appeal to customers with unique buying behaviors,Competitors are moving into the online leasing space; XYZ Company should move quickly,Major Idea - Recommendation,2024/8/26, Document Title,5,XYZ Company Should Simultaneously Pursue Three Internet Channels Through a Variety of Partnerships,Target Partners,Channel,Offering,Competitive Intensity,Direct,Traffic drivers for target segments,Educational content,Online applications,Automated credit decisioning,Medium,; building among start-up funding aggregators, traditional lessors, and banks,Indirect,Online Storefronts,Online exchanges,OFPs,Automated credit decisioning,Educational content,Online applications,Medium,; aggregators and lessors are moving towards partnering with online vendors,Aggregator,Aggregators that allow competitive differentiation beyond price,Lease funding and fulfillment,Automated credit scoring,Low, though VC is pouring into this space,Channels Are Ranked by Relative Priority,Target Segment,Rookie,Established,Savvy,EXECUTIVE SUMMARY,Major Idea - Recommendation,2024/8/26, Document Title,6,The Indirect Channel Is the Highest Priority,Our research into customer behaviors suggests that customers are most likely to lease at the point of purchase,Equipment vendors will drive significant online transaction volume,This channel allows XYZ Company to leverage its core competency of sourcing deal indirectly:,Early indications suggest that online equipment aggregators and vendors require a smaller fee for deal referrals than offline lease brokers require,A growing number of online equipment vendors currently offer leasing:,Branded and unbranded strategies are being used,EXECUTIVE SUMMARY,While the indirect channel will drive the most immediate revenue impact, XYC Company should also pursue the direct and aggregator channels in parallel.,Major Idea - Recommendation,2024/8/26, Document Title,7,Based on the Estimated Volume, Online Revenue and Gross Income Grow Rapidly,Source: Forrester, ELA, US Census, IDC, XYZ , IBM,$,Millions,$,Millions,EXECUTIVE SUMMARY,Key Assumptions,XYZ Volume ranges from $121MM to $202MM in 2004,Channel Partner Fee = 3%,Cost of Money = 6.5%,Average rate = 16.5%,High Adoption,Low Adoption,Benefits - Value Proposition,2024/8/26, Document Title,8,The cable triple play offering significantly overlaps with XYZ s core residential service offerings,Competitive Threats,Cable,Wireless Sub.,Portals,Description of Service,Description of Threat,The cable triple play consists of three basic services:,Broadcast TV,High-speed data,Cable telephony,Ancillary services include:,Video-on-demand,Videoconferencing,Home security,Cable providers already sell services to a large majority of the U.S. population,The cable footprint covers nearly the entire U.S. home population,The take rate for service is approximately 65%,Cable providers are currently digitalizing their networks and deploying high-speed data services which compete directly with XYZ s high-growth DSL service,Cable providers are beginning to deploy cable telephony which will compete directly with XYZ s core residential service,Cable telephony will become increasingly more of a threat in the next couple of years as the DOCSIS standard for VoIP becomes implemented,HFC cable maintains a competitive advantage over DSL in terms of bandwidth capacity which allows for additional service offerings including video-on-demand and videoconferencing,Cable providers will offer broad and attractively priced bundles to encourage consumers to switch to cable telephony,Cable Triple Play Threat,Evidence - Analysis,2024/8/26, Document Title,9,Cable offerings will continue to emerge as the digital cable footprint reaches nearly 90% of passed cable homes by 2005,Cable companies have already updated a large majority of their networks and are projected to sell ancillary services at a steep rate of penetration,Competitive Threats,Cable,Wireless Sub.,Portals,Source: Deutsche Bank equity research 9/06/01.,U.S. Digital Footprint,1998 - 2005,U.S. Digital Service Take Rate,1998 - 2005,As of 2Q:01, 9.3 million homes were cable telephone ready with 1.2 million subscribers,Evidence - Analysis,2024/8/26, Document Title,10,Even though DSL and Cable Modems have similar take rates, Cable modems will dominate due to it larger addressable market,High-speed Data Subscribers,2,1999 - 2005,Due to the fact that,DSL access is limited to those customers who reside close to a DSLAM,the cable modem addressable market will exceed the DSL addressable market by 30 million homes by 2005,Competitive Threats,Cable,Wireless Sub.,Portals,58%,37%,39%,55%,54%,38%,36%,53%,53%,35%,MSDW equity research 6/29/01 and,Deutsche Bank equity research 9/06/01,CIBC World Markets, Equity Research.,SalomonSmithBarney equity research 8/20/0 and Deutche Bank equity research 9/06/01 (includes residential an commercial DSL subscribers),Broadband Subscribers (millions),DSL vs Cable Modem Take Rate,1,1999 - 2005,As of 2Q:01, XYZ had 360K DSL subs out of 3.7M DSL ready homes (9.8%),3,Evidence - Analysis,2024/8/26, Document Title,11,Cable providers have the opportunity to layer on new service offerings with only marginal incremental capital expense,Incremental CapEx per Subscriber for,Additional Service Offerings,1,Cable providers have the opportunity to update their cable lines at $1,422 per subscriber to increase the average monthly subscriber revenue by $124 to $194 per month,Competitive Threats,Cable,Wireless Sub.,Portals,Assumes capital expenditures over a 6 year period discounted at 13% and switch-based cable telephony.,Assumes no discount on bundled services, modest take rates and switch-based cable telephony.,Source: Bear Stearns equity research 5/01, ABN Amro equity research 6/0, Deutsche Bank equity research 9/06/01 and IBM analysis.,Incremental Capex per Subscriber,Revenue per Subscriber per Month,for All Service Offerings,2,Revenue per Subscriber per Month,$194,$1,422,Incremental Revenue,Evidence - Analysis,2024/8/26, Document Title,12,Attractive EBITDA margins allow cable providers to quickly reach breakeven on new service offerings,Incremental EBITDA per Subscriber per Month,For Additional Service Offerings,1,Assuming a 15% take rate, cable providers can recoup their investment in switch-based telephony in 34 months,Competitive Threats,Cable,Wireless Sub.,Portals,Assumes a 35% revenue share with ISP for HSD and switch-based cable telephony.,Assumes modest take rates and switch-based cable telephony.,Source: Bear Stearns equity research 5/01, ABN Amro equity research 6/0, Deutsche Bank equity research 9/06/01 and IBM analysis.,Incremental EBITDA per Subscriber per Month,Payback Period for Additional,Service Offerings,2,Months,34,EBITDA,Margin,57%,29%,45%,45%,14,26,5,Evidence - Analysis,2024/8/26, Document Title,13,Strategic Implications of Our Work Are,To achieve positive EBITDA and cash flow XYZ s business needs to improve dramatically along two critical dimensions:,Immediate reduction and subsequent control of operational costs,Substantial revenue growth driven by new customer acquisition,While a mix of actions may be implemented to improve the ongoing cost structure, new customer acquisition remains essential,It is therefore imperative that XYZ create a new customer acquisition strategy based on a more detailed understanding of the market and customer need,Assuming the revised management plan (base case) is successfully implemented, XYZ will still require minimum additional funding of $130 million and a new capital injection by August of 2001,However, given that the management plan assumes flawless execution against a demanding set of improvements in all aspects of the business, contingency plans should be considered immediately; these could include more drastic operating improvement and/or acquisition,STRATEGIC IMPLICATIONS,Recommendations - Actions,2024/8/26, Document Title,14,Operational Implications Are,Broaden focus on SMC improvements from cycle time to also include productivity improvement over time,Continue effort to migrate network to a data center focus and eliminate POPs,Continue focus on channel partners as a source of customers,Continue to pursue customer purchase of equipment,Conduct business cases including break-evens and market assessments for new product launch decisions (e.g., software provisioning, direct attach storage, development environment),Conduct business cases around any initial investments requested by channel partners; adjust terms to ensure partner delivers on their portion of obligations,OPERATIONAL IMPLICATIONS,Recommendations - Actions,2024/8/26, Document Title,15,Operational Control and Tracking Implications of Our Work Are,Define and assign product codes for all expenses and POs, assets, and GL entries so that costs can be tracked by product,Provide an integrated data source for customer orders including (product) line items ordered, servers on line, bandwidth usage and discounts, that can be sorted by product and customer,Review expenses against budget with each operating manager, director, and AVP monthly to ensure accountability for expenses and capital at every level,Create linkages between circuit cost information in the GL and utilization statistics in Engineering for a single source of circuit economic data,Identify and resolve recurring expenses in the general ledger which are miscoded (for department),OPERATIONAL IMPLICATIONS,Recommendations - Actions,2024/8/26, Document Title,16,IBM Strategy & Change Practices Presentation Format Template, All Rights Reserved,2024/8/26, Document Title,17,Any preliminary or disclaimer text can go here. For example:,This PowerPoint template is primarily intended for documents meant to be read or used as a “leave behind.” It may be used for either color or black and white printouts. Presentations intended for delivery to a large audience in a large room should use the template with the dark color background.,Introduction,2024/8/26, Document Title,18,Contents or agenda page,Framing the issues,Components of loyalty,Customer lifetime value analysis,Identifying loyalty drivers,Moving forward,Note that the contents/agenda items are written in sentence case.,Title the page “Contents” if the document is meant to be read or is a “leave behind.” Use “agenda” if the document will be presented formally.,This page should appear at the beginning of each section, with the highlighted section appearing in teal/bold and with an arrow in front of it.,Agenda,2024/8/26, Document Title,19,Contents or agenda page with sub-topics,Design elements,Basic elements,Color palette,Capitalization,Iconic Trackers,Text layouts,Bulleted text,Place cards,Enhanced lists,Quotes,Graphic layouts,Graphs,Tables and matrices,Diagrams,Screen shots,Remember to change the document title tracker (found on the Slide Master) when you create a new document. It should match the name of the PowerPoint file.,Design elements,2024/8/26, Document Title,20,Design elements in this template are based on several factors,The font Bodoni is used in the “IBM Strategy & Change” header,IBM currently uses Bodoni in its Global Services logo as well as in its e-business logos,A pixelated arrow is used as a kicker box indicator and to indicate Contents/Agenda item selection,IBM currently uses the same pixelated arrow on their Web site,The arrow is made up of small squares,The gray, square dotted line under the page header echoes the square dots used in the pixelated arrow,The line does not run the entire width of the page,Since the line is gray and dotted, it does not compartmentalize the page as would a solid black line,Design elements basic elements,Example of e-business Logo,Source: Elements are separated by semicolons; Elements are separated by semicolons, with no period,2024/8/26, Document Title,21,This is the headline, which should typically be writtenas a complete sentence,The headline is Arial, 20 point, bold, black,It should not be resized,It should not have more than two lines,When a headline is two lines long, choose a division that is grammatically logical and aesthetically pleasing,Ideally, the top line should be moderately longer than the lower line,Avoid dividing articles from nouns, prepositions from prepositional phrases,verbs from nouns, etc.,The text above the headline is called the,“running header”,or “breadcrumb”,It is Arial, 12 point, lowercase, plain, light gray,Sub-topics are preceded by “” and sub-subtopics are preceded by “”,Include the header even if the document is short and has no sections (put the title of the document in there in such a case),Design elements basic elements sub-sub-sections if necessary,Insert a carriage return in headlines and other text as appropriate to avoid “widows” an unbalanced look where only a word or two appear on the second line.,Subtitles Are 16 pt., Bold Teal, and in Title Case,2024/8/26, Document Title,22,This color palette is based on the IBM Global Services Consulting Web page,The use of blue, teal, and gray creates a somewhat monochromatic palette that is both sophisticated and soothing,Select from the palette shown below for graphsand other color elements,Color Palette,The fewer colors used the better,Design elements color palette,IBM Global Services Web Page,R-16,G-136,B-218,R-24,G-130,B-125,R-113,G-24,B-210,R-255,G-0,B-0,R-185,G-185,B-185,R-150,G-150,B-150,R-0,G-91,B-160,R-253,G-138,B-59,Additional colors if needed,While other colors may appear in your color palette (e.g., in the second row), avoid use of colors that are,not shown above.,2024/8/26, Document Title,23,Subtitles and chart/graph titles continue to use title case,In general, the first word and all nouns, pronouns, verbs, adjectives, and adverbs should be capitalized,Short articles and prepositions are lower case; those more than four letters long are capitalized,Follow the same rules for hyphenated words (e.g., State-of-the-Art, Next-Generation, E-Mail, E-Commerce, Web-Based),Short prepositions that are part of compound nouns/verbs may sometimes be capitalized (e.g., Start-Up, Heading Up, Spin-Off, Cast Out),Design elements capitalization,a,an,and,at,away,by,down,for,from,over,than,the,to,up,upon,via,with,Adverbs and Conjunctions:,Also,As,But,If,Not,So,That,Then,When,While,Yet,Prepositions:,About,Across,After,Around,Before,Below,Between,Except,Inside,Through,Within,Pronouns:,He,Him,It,She,Them,They,Us,We,Which,You,Capitalization Rules When Using Title Case,Verbs:,Are,Be,Cut,Has,Is,Run,Use,Upper Case Examples,Lower Case Examples,in,into,nor,of,off,on,or,out,2024/8/26, Document Title,24,In the iconic tracker, the lines are light gray,and the fill is light blue,Design elements iconic trackers,Strength of Solution,Strength of Company,Low,High,Low,High,AC Nielsen,Kenosia,Mercari,Information Resources, Inc. (IRI),Interactive Edge,Demantra,RW3 Technologies,Category Management Solution Vendors: Overall Positioning,2024/8/26, Document Title,25,Contents or agenda page,Design elements,Basic elements,Color palette,Capitalization,Iconic Trackers,Text layouts,Bulleted text,Place cards,Enhanced lists,Quotes,Graphic layouts,Graphs,Tables and matrices,Diagrams,Screen shots,Agenda,2024/8/26, Document Title,26,This is a standard text page with bulleted text and a kicker box,Major points have teal square bullets (as shown) and are Arial, 16 pt., normal,Subpoints: medium-dash (“N-dash”) bullets (as shown), Arial, 14 pt., normal,Sub-subpoints: colored square bullets (as shown), Arial, 12 pt., normal,Text should generally be no smaller than 12 pt.,Maintain consistency in the structure of your bullets,Are not necessarily written in complete sentences,Should have parallel construction (e.g., all complete sentences, all nouns,all verb-object phrases),Should include at least two bullets at any given level,Rather than pressing return at the end of every line to wrap text, adjust the right side of the text box,Text layouts bulleted text,This is the “kicker box”. The shorter it is, the better. Keep it to a maximum of three lines. Do not make it wider, or distort the graphic elements by resizing.,2024/8/26, Document Title,27,Our new format for “place” or “monopoly cards” uses no lines,Topic,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Topic,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Topic,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Sub-bullet,Sub-bullet,Sub-bullet,Bullet,Text layouts place cards,If you need more than three “cards”, consider using a “table” format instead.,2024/8/26, Document Title,28,If a full sentence, column headers,should not be capitalized,This is standard layout for two text blocks (similar to “cards”) that each occupy half a page,Sample text on the left side of the page (usually starts at 14 point),Sub-bullets would then be 12 point,Sub-bullets would then be 12 point,Sample text on the left side of the page (usually starts at 14 point),Sub-bullets would then be 12 point,Sub-bullets would then be 12 point,Sample text on the left side of the page (usually starts at 14 point),Sub-bullets would then be 12 point,Sub-bullets would then be 12 point,Sample text on the right side of the page (usually starts at 14 point),Sub-bullets would then be 12 point,Sub-bullets would then be 12 point,Sample text on the right side of the page (usually starts at 14 point),Sub