A Summer Internship Project Report on

Comparative survey of Siemens enterprise communication products and customer satisfaction with the current equipments
Submitted in partial fulfillment of the requirements for the degree of Post Graduate Diploma in Management (Marketing) By

Anup Nair
(Roll No.31) Under the guidance of

Prof. Pravin Dange

A Study Conducted for

Siemens Enterprise Communications Group

at Indira School of Business Studies, Tathawade, Pune 411033

(2008-10)

ACKNOWLEDGEMENTS
Gratitude is the hardest emotion to express and often does not find adequate words to convey the actual feel. It is my proud privilege to register my sincere gratitude for my company guide Mr. Sharad Babanne (Executive Marketing) for giving me the opportunity to work in an organization of such high repute like Siemens Enterprise Communications Group, and without whose able guidance and support this project would not have been a learning experience. It was indeed my faculty guide Prof. Pravin Dange who was the guiding spirit behind this report at every phase of its development. The summer training after completion of the first year of Post Graduate Diploma in Business Management is one of the most important procedures to make the students familiar with the business interface and its current state of affairs. The experience of the company is of great importance, and has helped in learning the practical aspects of Marketing. The companys team is one of the most dynamic team to work with, and has helped to gain actual business knowledge and acumen. Last but not the least; I would like to thank all those who directly or indirectly have extended their support and co-operation for the successful realization of this endeavor.

CONTENTS Chapter
1. INTRODUCTION 1.1 06 1.2 07 1.3 08 2. REVIEW OF LITERATURE 2.1 Theoretical Framework, Background Theory & Hypothesis 14 3. RESEARCH METHODOLOGY 3.1 17 3.2 18 3.3 19 3.4 20 4. REPORT ON THE PRESENT PROJECT Data type and data collection Objectives Type of research Method of research Company profile Scope and objectives of the project Definition and purpose of the project

Page No.

4.1 21

Understanding 4.2

products Developing

and

services

questionnaire data data

22 4.3 22 4.4 22 5. 56 6. 57 7. 58 RECOMMENDATIONS LIMITATIONS CONCLUSION Analysis of Collecting

EXECUTIVE SUMMARY
For any business entity the ultimate goal is to earn profits. And analysis of current position of the company proves to be a significant step towards future planning and further profit generation. The project aims at understanding the current market position of Siemens Enterprise Communications Ltd. with relation to the 3 segments namely, large, medium and small, in comparison to its competitors. The first part of the project was to understand the various products of the company. This was mainly essential because knowledge of the products makes any kind of comparison possible which forms the basis of the project. 4

Next part of the project consisted of developing a questionnaire. This was important to get a wide exposure to the information about not only the customers but also the competitors. The next part of the project consisted of collecting the data with the help of the questionnaire. Various companies in and around Pune were approached. After collecting all the data, the data was compiled together and analysis of the data was done. Conclusions are given and recommendations suggested at the end of the project. Limitations of the study are also mentioned.

ABBREVIATIONS

Power Generation (PG) Power Transmission & Distribution (PDT) Siemens Enterprise Communications Group (SEN Group) Electronic Private Automated Branch Exchange (EPABX) Private Automated Branch Exchange (PABX) Orthogonal Frequency Division Multiplexing (OFDM) Local area network (LAN) Wide area network (WAN) 5

Wireless LANs and WANs (WLAN & WWAN)

CHAPTER ONE INTRODUCTION 1.1 DEFINITION AND PURPOSE OF THE

PROJECT
The project is titled:

Comparative

survey

of

Siemens and

enterprise customer

communication

products

satisfaction with the current equipments

Definition of the project:
Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion. The survey here focuses on opinions and factual information depending on the purpose as mentioned below and involves administering questions to individual companies.

Purpose of the project:

The purpose of the project is to understand the satisfaction of customers and also understand the current market position of the company in comparison to its customers. The importance of the above can be explained with the help of the following information.

1.2 SCOPE AND OBJECTIVES OF THE PROJECT

7

Scope of the project:

Study of products and services offered to customers of Siemens enterprise communication Collecting information on current market position of Siemens enterprise communication Collecting information on customer satisfaction of Siemens enterprise communication in comparison to its competitors

Objectives of the Project:

Understand and study various products of the company Understand Customer classification of the company Understand Customers profitability related to each classification Understand current market position of the company in comparison to its competitors Suggest measures to enhance profitability

1.3 COMPANY PROFILE

ABOUT SIEMENS

The Siemens Group in India is a unique player in the field of electrical and electronics engineering having the capability to integrate diverse products, systems and services into turnkey solutions across the life- cycle of a project. 8

Innovation is its strength. But its not the only one. Their customers also know that they can rely on us to execute quality projects, while delivering value. In all areas of their operation, they provide the complete range of offerings. In the Energy sector, their expertise ranges from power plants to turbines and in the Industry sector; they build airports, as well as produce contactors. In Transportation, they deliver complete high-speed trains, right down to safety relays, whereas in Lighting, they illuminate large stadiums and also manufacture small light bulbs. In Healthcare, they execute complete solutions for hospitals, as also provide in- the canal hearing aids. And, the thread that connects all the businesses is Information technology. They have a wide presence across the country, where their operations include 17 manufacturing plants and an extensive network of Sales and Service offices. They are also part of a vast global network of 475,000 people, operating in over 190 countries, which serves to enhance their standing.

History From a humble workshop to a global enterprise

Siemens was founded in Berlin by Werner von Siemens in 1847. As an extraordinary inventor, engineer and entrepreneur, Werner von Siemens made the world's first pointer telegraph and electric dynamo; inventions that helped put the spin in the industrial revolution. He was the man behind one of the most fascinating success stories of all time - by turning a humble little workshop into one of the world's largest enterprises. As Werner had envisioned, the company he started grew from strength to strength in every field of electrical engineering. From constructing the world's first electric railway to laying the first telegraph line linking Britain and India, Siemens was responsible for building much of the modern world's infrastructure. 9

Siemens is today a technology giant in more than 190 countries, employing some 440,000 people worldwide. Its work in the fields of energy, industry, communications, information, transportation, healthcare, components and lighting has become essential parts of everyday life. While Werner was a tireless inventor during his days, Siemens today remains a relentless innovator. With innovations averaging 18 a day, it seems like the revolution Werner started is still going strong.

Siemens is into:
Automation and Controls: Intelligent system solutions - from building automation to process control to plant operation systems. Healthcare: Siemens Healthcare division enables clinicians to diagnose disease earlier and more accurately, making a decisive contribution to improving the quality of healthcare Lighting: Osram, a Siemens company is one of the world's largest lighting companies. Its lamps can be found on famous landmarks, building interiors and even living rooms all over.

10

Building Technologies: Siemens Building Technologies specializes in meeting the growing demand for increased personal safety and more secure public and private infrastructures by electronic security and building automation systems. Energy: Siemens consolidates its innovative offerings in the Energy sector by combining its full range expertise in the areas of Power Generation (PG) and Power Transmission & Distribution (PTD). Information and Communications: As the only company in the world that has all its Information and Communications competencies under one roof, Siemens is able to apply a more flexible and faster approach to customers' needs. Mobility: Siemens offers products and solutions in railway signaling and safety systems, traffic control and automation, electrification, traction equipment for locomotives and multiple unit system and mass transit vehicles. Cross-Sector Business: Siemens provides software solutions across the IT service chain, from consulting and system integration to IT infrastructure management in the areas of telecommunications, healthcare, manufacturing, public sector, utilities and government.

About Siemens Enterprise Communications Group (SEN Group)

The SEN Group is a premier provider of enterprise communications solutions. More than 14,000 employees in 80 countries carry on the tradition of voice and data excellence started more than 160 years ago with Werner von Siemens and the invention of the pointer telegraph. Today the company leads the market with its "Open Communications" approach that enables teams working within any IT infrastructure to improve productivity through a unified collaboration experience. Jointly owned by The Gores Group and 11

Siemens AG, The SEN Group includes Siemens Enterprise Communications, Cycos and Enterasys Networks. In fiscal 2008, The SEN Group generated.revenues.of.approximately.3.21.billion.Euros.

Management

of

the

Siemens

Enterprise

Communications Group
Chairman of the Board and CEO Mr. Mark Stone. Executive Vice President- Product Management & Eve Aretakis. Development Chief Information Officer Mr. Gunther Ernst. Executive Vice President- Global Marketing & Mr. Fredy Osterberger. Communications Executive Vice President- Global HR President- Worldwide Sales General Counsel and Executive Vice President Executive Vice President- Global Operations Executive Vice President- Data Chief Financial Officer Mr. Todd Schorr. Mr. Mark Vayda. Mr. Ralph Pope. Mr. Vera Meyer. Mr. Christopher Crowell. Mr. Stephen. P. Jones.

Mission and Vision Delivering solutions

Through the global network of over 6,000 service professionals in more than 80 countries, SEN Group is able to deliver a complete range of enterprise solutions. They encompass the whole spectrum, from bringing complex networks and IT environments together, to ideas for simple, everyday devices that keep everyone in touch. They provide innovative, secure and flexible solutions that can unify communications for every shape and size of business. It's all part of the companys vision to create seamless collaboration across wireless, fixed and enterprise networks. All with rich and intuitive content that makes the solutions so easy to use, they revolutionize the way in which people share information. The end result is a way of working 12

Open

Communications

with

award-winning

that.they.call.Open.Communications.

Committed to bringing added value to their customers

The Companys award-winning solutions combine the very latest technology, with practical, no-nonsense ways to embrace Open Communications. And with their Open Path migration concepts, it's easy to achieve them realistically in the business.

Open communications
Information technology has revolutionized the way that companies share information and ideas. But with all the emails, instant messages, voice mails and phone calls, it can be difficult keeping track of all the information. Unified communications brings together all forms of communication into a single solution. But only Open Communications can integrate that solution with the current and future applications. Open Communications solutions have already revolutionized the way that leading enterprises and organizations manage their communications. IBM, Commerzbank, Shimano, Nedbank, Anglian Water, Detroit Medical Centre and the Moroccan Police Force are just some of the names that have already benefited from our Open Communications.

Business Value Open Communications delivers competitive advantages

Open Communications helps deliver the efficiency and effectiveness that defines the world's most successful enterprises. On-demand access to people and information makes for prompt decisions and speeds up the time it takes to perform processes and tasks. So business can be

13

the first to respond to customers, get products to market, act on opportunities or recover from threats and difficulties. At Siemens Enterprise Communications, a long-term view is taken. The solutions use open interfaces and standards that converge seamlessly with the current infrastructure to make the most of any prior investment. But because they embrace SIP technology, theres also the freedom to evolve your communications environment, simply and cost-effectively, to meet future needs.

Siemens gives its customers the advantages of:

Award-winning unified communications solutions Business process acceleration and faster decision-making Improved knowledge-sharing and productivity Easy collaboration across boundaries and with portable applications Improved service delivery and increased customer satisfaction Efficient and secure networking

Products and Services

Whatever the size and structure of the organization, Siemens can put Open Communications at the heart of any business- with a range of infrastructure, phones and clients and applications.

Applications
A range of sophisticated applications can help increase productivity and reduce operating costs. It includes: OpenScape Video OpenScape UC Application OpenScape Office 14

 OpenScape Mobility OpenScape Messaging OpenScape ComAssistant OpenScape Contact Center HiPath HiMed OpenScape Xpert Command Control Centers HiPath Hospitality Service Center

Infrastructure
The flexible IP and convergence infrastructure products combine security with expandability and they are cost effective too. Whatever the size and scope of the organization, Siemens has a range of future-proof, expandable communications systems- offering a rich set of functionality for greater performance and maximum ROI. This includes: Communication Systems for Large Enterprises Communication Systems for Small & Medium Businesses Network Infrastructure and Security

Phones and clients

The phones and clients deliver the highest levels of functionality and flexibility to any business. It includes: Office Phones Soft Client 15

Solutions
Everybodys talking about unified communications as an answer to the bombardment of communication methods now faced with.

Solutions Areas
At Siemens Enterprise Communications we offer a range of unified communications solutions that integrate seamlessly into the current IT environment. Unified Communications - Enabling presence-based, real-time communications. Contact Centers - Improve the way you communicate with your customers. Network Infrastructure & Security Solutions to connect, converge and comply easily Voice Unrestricted communication, now and in the future Services - Transform your communications approach easily Aerodynamic - Cut costs without cutting performance Outsmart - Do more, with less - increase your service levels and reduce your costs. Primed - Seize new opportunities - prepare to strike fast and capitalize on business.

Flexible solutions, for specific needs

Unified Communications solutions to grow your business Reduce your communication costs, reach you environmental goals Get more for less increase your asset efficiency Be the best in your field

16

Unified communications solutions for any sized business

Communications for Large Enterprises are no longer a utility, theyre an enabler Specially tailored solutions for Small and Medium Businesses

Unified communications solutions for every type of business

Automotive Chemicals & Pharmaceuticals Education Finance Healthcare Hospitality Public Sector

Green solutions
At the forefront of Green communications, Siemens Enterprise

Communications offer a range of solutions that are both good for the environment and good for business.

Siemens Enterprise Communications Pvt. Ltd.

The project is undertaken for the following branch: Siemens Enterprise Communications Pvt. Ltd. 701-705/ Tower B, ICC Trade Tower 403A, Senapati Bapat Road 17

Pune-411016

CHAPTER TWO 2.1 REVIEW OF LITERATURE

Theoretical Framework & Background Theory

Major players in the emerging unified communications phenomenon attended the Enterprise 2.0 conference in Boston and essentially agreed that while integrating voice, fax, e-mail, pictures, and video is a white-hot subject, implementing their related applications has been elusive. 18

"IT executives don't care how it [unified communications] happens," said Frost & Sullivan's Melanie Turek, who moderated a UC session. "They just want all their apps to work together, whenever they need them, whatever they are." Turek, who is principal analyst for information and communications technologies at the market research firm, came armed with a new survey of unified communications -- or UC -- and noted that the buying influence for unified communications is shifting gradually from department purchases to IT central purchasing. With the federal government and Homeland Security promoting teleworking programs, the rapid growth of unified communications is likely to continue. Turek said the number of U.S. teleworkers increased by 150% from 1999 to 2005 and she believes that percentage continues to increase even today. The participants at the "Unified Communications Comparative Analysis" session approached the subject from different perspectives, but agreed the UC phenomenon is represented by a multiplicity of IT and telephony features, products, and services that are being shoehorned and converged into a happening known as Enterprise 2.0. In an interview, Turek said she believes unified communications' IT will center on Microsoft and IBM, with other companies playing strong supporting roles. And, although still nascent, session initiation protocol, or SIP, is becoming more important. "IT people should be aware that SIP is the standard," she said. IBM's Akiba Saeedi focused her presentation on IBM Lotus Sametime 7.5, which has been shifting from a single product to a platform. "Some people live in Word, some people live in e-mail, some people live in portals," she said as she explained that Sametime as a platform can accommodate a wider variety of users than a product could.

19

"The extensibility of the Lotus Sametime 7.5.1 client provides access not just to people, but to information and resources," she said. Saeedi is program director for unified communications and collaboration products in the IBM Software Group. Microsoft's Paul Haverstock indicated the software provider is centering much of its UC effort on Microsoft Office Communications Server 2007 and Microsoft Exchange Server 2007. Haverstock, program management architect at Microsoft, observed that the company also is moving aggressively into voice over Internet Protocol, or VoIP. Turek said that Microsoft also could be intent on playing a dominant role in the telephony side of UC in addition to the IT side. Avaya's Allan Mendelsohn said his company's one-X product drive in UC is to create a "seamless experience" for users whether they are "road warriors, campus roamers, desk workers, or remote workers." "With Avaya one-X mobile, you're carrying your enterprise in your hand," he said referring to the mobile part of the Avaya product offering. "You get full business call control: hold, conference, transfer, assistant support, extension dialing. It's your office phone." Mendelsohn is senior manager of unified communications in product marketing at Avaya. Nortel scored an early advantage in unified communications because it figured out early on that UC would be important, but the company's effort was slowed when Nortel had to divert resources and management focus because of an accounting scandal, now safely behind the company. Nortel has been promoting its Multimedia Communication Server as a flagship UC product, according to Gary Cattarin, Nortel senior network architect. Nortel wants to look beyond the UC of today and develop an environment in the advanced unified communications of the future. The 5100 has extensive links and connections to both Microsoft and IBM Lotus products. 20

Ross Sedgewick of Siemens Enterprise Communications cited the company's OpenScape speech portal product as its bet that voice communications in UC will remain a dominant application. With an emphasis on UC presence -- the feature whereby users can tell the status of other participants on a UC network -- OpenScape users are offered features ranging from placing a simple telephone call to starting an audio conference. Turek said, "Presence is fundamental to unified communications."

Telsyte
Telsyte is an Australian based market research and consulting organization that specializes in broadband technologies, services and metrics. Their reports are based on independent primary market research conducted by Telsyte's senior consulting staff.

Telsyte's focus includes the technical and business analysis of networking technologies; the comparative analysis of service and product options; and the application of telecommunications and networking products and services to meet business requirements. The firm specializes in the following areas: Broadband Technologies (xDSL, HFC, Wireless, PLC, Satellite) Telecommunications Strategy Voice/Data/Video Integration: IP Telephony, VoATM, VoFR, VoIP, VoDSL and VoMPLS Data Networking Services: X.25, Frame Relay, ATM, IP, MPLS, Ethernet, LAN Switching Mobility Services: Remote Access, Dial IP, ISDN Internet / Intranet / Extranet Strategies and Trends LAN / WAN Network Design Facilities Management/Outsourcing Service Level Agreements Benchmarking 21

Network Equipment Evaluation Telecommunications Service Evaluation Service Provider and Tariff Analysis Service Trends Analysis Telecommunications Product Marketing Strategies Primary Market Research on Telecommunications Services and Products Telsyte's custom research and consulting abilities in telecommunications include: Telecommunications network and design, from SME up to carrier-grade systems; Tender preparation and bid management; Custom service price benchmarking and negotiation; Service marketing plans and demographic analysis; Market education - courseware preparation and delivery; Competitive profiling and analysis.

CHAPTER THREE
22

RESEARCH METHODOLOGY 3.1 Method of research

Research is defined as human activity based on intellectual application in the investigation of matter. The primary aim for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Here the research is Quantitative marketing research which is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion. As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create strategies and marketing plans.

23

3.2 Type of research

The research type is self-administered survey. A survey may focus on opinions or factual information depending on its purpose, and many surveys involve administering questions to individuals. When the questions are administered by a researcher, the survey is called a structured interview or a researcher-administered survey. When the questions are administered by the respondent, the survey is referred to as a questionnaire or a self-administered survey. An effective customer satisfaction survey program should focus on measuring customer perceptions of how well the company delivers on the critical success factors and dimensions of the business. These usually include factors like service promptness, staff responsiveness, and understanding of the customer's problem. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton. Self-Administered Surveys include Questionnaires which are: Faxed, mailed, couriered Computer delivered People are intercepted in central locations

Advantage
Allows contact with inaccessible participants Often lowest cost option They are cheap

24

 Do not require as much effort from the questioner as verbal or telephone surveys Often have standardized answers that make it simple to compile data

3.3 Objectives
The objectives of this survey include: Understand current market position of the company in comparison to its competitors Understand the satisfaction level of the current customers Compare the current products of the company in comparison to its competitors

25

3.4 Data type and data collection

The project is based on constructive research and the construct involved here is Questionnaire. The data collected is thus based on the questionnaire. Various organisations in and around Pune have filled the questionnaire. The data thus collected from each questionnaire is based on the information that these organisations have given.

Question types
Usually, a questionnaire consists of a number of questions that the respondent has to answer in a set format. A distinction is made between open-ended and closed-ended questions. An open-ended question asks the respondent to formulate his own answer, whereas a closed-ended question has the respondent pick an answer from a given number of options. The response options for a closed-ended question should be exhaustive and mutually exclusive. Four types of response scales for closed-ended questions are distinguished:

Dichotomous, where the respondent has two options Nominal-polytomous, where the respondent has more than two unordered options Ordinal-polytomous, where the respondent has more than two ordered options 26

(bounded)Continuous, where the respondent is presented with a continuous scale

A respondent's answer to an open-ended question is coded into a response scale afterwards.

Question sequence
In general, questions should flow logically from one to the next. To achieve the best response rates, questions should flow from the least sensitive to the most sensitive, from the factual and behavioral to the attitudinal, and from the more general to the more specific.

CHAPTER FOUR REPORT ON THE PRESENT PROJECT

The project was completed in 4 different parts, namely:

4.1 Understanding products of the company

Siemens Enterprise Communications is into a variety of products. Before developing the questionnaire, it was important to have a thorough knowledge of the products. The various products can be categorized under 4 heads, namely: 1. Applications A range of sophisticated applications can help increase productivity and reduce operating costs. 27

It includes: OpenScape Video OpenScape UC Application OpenScape Office OpenScape Mobility OpenScape Messaging OpenScape ComAssistant OpenScape Contact Center HiPath HiMed OpenScape Xpert Command Control Centers HiPath Hospitality Service Center 2. Infrastructure The flexible IP and convergence infrastructure products combine security with expandability and they are cost effective too. Whatever the size and scope of the organization, Siemens has a range of future-proof, expandable communications systems- offering a rich set of functionality for greater performance and maximum ROI. This includes: Communication Systems for Large Enterprises Communication Systems for Small & Medium Businesses Network Infrastructure and Security

3. Phones and clients The phones and clients deliver the highest levels of functionality and flexibility to any business. It includes: 28

 Office Phones Soft Client 4. Solutions At Siemens Enterprise Communications we offer a range of unified communications solutions that integrate seamlessly into the current IT environment. Unified Communications - Enabling presence-based, real-time communications. Contact Centers - Improve the way you communicate with your customers. Network Infrastructure & Security Solutions to connect, converge and comply easily Voice Unrestricted communication, now and in the future Services - Transform your communications approach easily Aerodynamic - Cut costs without cutting performance Outsmart - Do more, with less - increase your service levels and reduce your costs. Primed - Seize new opportunities - prepare to strike fast and capitalize on business.

4.2 Developing questionnaire

On understanding the products of the company, a questionnaire was developed based on the requirements of the company. The questionnaire included questions that would help Siemens understand the level of customer satisfaction, its presence in various segments and its market share. 29

4.3 Collecting data

The questionnaire thus developed was taken to various organisations in and around Pune. The total number of organisations is 60 which includes 20 each of small, medium and large enterprises. The entire data thus collected was compiled together.

4.4 Analysis of data

The most extensive part of the project was the analysis of data. The data collected was put together question by question. The analysis of the entire questionnaire is explained as under:

Q1.Which of these equipments are present in the company?

1 2 3 4 5

EPABX Video Conferencing Wi-Fi Data Networking Audio Video Integration

30

This was an introductory question. The details of each product can be explained as under:

EPABX:
A term used synonymously with Electronic Private Automated Branch Exchange (EPABX) and Private Automated Branch Exchange (PABX). Similar to a central office exchange but smaller. A central off exchange can accommodate 10,000 subscribers. PBX systems are typically designed to accommodate from 20 to 10,000 subscribers or station Private Branch Exchange- A small, privately-owned version of the phone company's larger central switching office. Residing in an enterprise, a PBX is a piece of equipment that is responsible for switching calls between enterprise users. The PBX allows the users to share a specific number of external phone lines, saving the added cost of having an external phone line for each userPiece of telecommunications equipment installed in a company's office, which makes it possible to connect many internal telephone lines to city telephone lines. A Private Branch exchange (also called PBX, Private Business exchange or PABX for Private Automatic Branch exchange) is a telephone exchange that serves a particular business or office, as opposed to one a common carrier or telephone company operates for many businesses or for the general public.

Video Conferencing:
A videoconference (also known as a video teleconference) is a set of interactive telecommunication technologies which allow two or more locations to interact via two-way video and audio transmissions simultaneously. It has also been called visual collaboration and is a type of groupware. It differs from videophone in that it is designed to serve a conference rather than individuals.

31

Videoconferencing uses telecommunications of audio and video to bring people at different sites together for a meeting. This can be as simple as a conversation between two people in private offices (point-to-point) or involve several sites (multi-point) with more than one person in large rooms at different sites. Besides the audio and visual transmission of meeting activities, videoconferencing can be used to share documents, computerdisplayed information, and whiteboards.

Wi-Fi:
Wi-Fi is a trademark of the Wi-Fi Alliance for certified products based on the IEEE 802.11 standards. This certification warrants interoperability between different wireless devices. In some countries the term Wi-Fi is often used by the public as a synonym for IEEE 802.11-wireless LAN (WLAN). Not every IEEE 802.11 compliant device is certified by the Wi-Fi Alliance, which may be because of certification costs that must be paid for each certified device type. The lack of the Wi-Fi logo does not imply that a WLAN-device is incompatible to certified Wi-Fi-devices. Wi-Fi is supported by most personal computer operating systems, many game consoles, laptops, smartphones, printers, and other peripherals. Wi-Fi uses both single carrier direct-sequence spread spectrum radio technology (part of the larger family of spread spectrum systems) and multi-carrier OFDM (Orthogonal Frequency Division Multiplexing) radio technology. The regulations for unlicensed spread spectrum enabled the development of WiFi, its onetime competitor HomeRF, Bluetooth, and many other products such as some types of cordless telephones. A Wi-Fi enabled device can connect to the Internet when within range of a wireless network connected to the Internet. The coverage of one or more interconnected access points called a hotspot can comprise an area as small as a single room with wireless-opaque walls or as large as many square miles covered by overlapping access points. Wi-Fi technology has served to 32

set up mesh networks, for example, in London. Both architectures can operate in community networks. Wi-Fi also allows connectivity in peer-to-peer (wireless ad-hoc network) mode, which enables devices to connect directly with each other. This connectivity mode can prove useful in consumer electronics and gaming applications.

Data Networking:
Networking is the engineering discipline concerned with communication between computer systems or devices. Networking, routers, routing protocols, and networking over the public Internet have their specifications defined in documents called RFCs. Computer networking is sometimes considered a sub-discipline of telecommunications, computer science, information technology and/or computer engineering. Computer networks rely heavily upon the theoretical and practical application of these scientific and engineering disciplines. A computer network is any set of computers or devices connected to each other with the ability to exchange data. Examples of different networks are:

Local area network (LAN), which is usually a small network constrained to a small geographic area. Wide area network (WAN) that is usually a larger network that covers a large geographic area. Wireless LANs and WANs (WLAN & WWAN) are the wireless equivalent of the LAN and WAN.

All networks are interconnected to allow communication with a variety of different kinds of media, including twisted-pair copper wire cable, coaxial cable, optical fiber, power lines and various wireless technologies. The 33

devices can be separated by a few meters (e.g. via Bluetooth) or nearly unlimited distances (e.g. via the interconnections of the Internet). Networking is a complex part of computing that makes up most of the IT Industry. Without networks, almost all communication in the world would cease to happen. It is because of networking that telephones, televisions, the internet, etc. work.

Audio Video Integration:

Audio video conferencing is a shorthand way of describing a virtual conference where no one has to leave her office to meet up with the rest of the group. A virtual conference may use telephones, televisions, computers, conferencing software, collaborative software, file sharing, headsets, the Internet, or any combination of these equipments and tools. Slide presentation, streaming audio, and document sharing are some of the extras you can incorporate into this conferencing method. The ultimate goal is to make the meeting as realistic as possible, where everyone can see each other, hear each other, view and modify projects, and so on all at a cost that eventually pays for itself in travel savings. Audio video conferencing lends a rather impersonal air to meetings, and socializing and bonding dont take place as they would in the real world. You can set up for audio video conferencing in a number of different ways. The older method, still great for a wide variety of teleconferencing purposes, is to have one group in one room, another group in another room (perhaps in another city or country), and have them talk to each other. Each of the two groups utilizes a television, a video camera mounted on the television, a speakerphone, and perhaps some file sharing software for collaboration on computer projects. The newer style is online audio video conferencing, wherein each participant has her very own station in her very own office. This utilizes a computer, the Internet, a web cam, a headset, and file sharing software. This new method allows for even greater ease of planning and 34

attendance, applicability to collaboration, and mobility. You could attend a web conference on the beach while the other attendees are on a train, at home, in a restaurant, or anywhere else.

The response to this question is as under:

Small enterprises: EPABX- 17 Wi-fi- 1 Video conferencing- 0 Data Networking- 0 Audio-Video Integration- 0 This can be presented diagrammatically as under:
Current usage of small enterprises
18 16 14 12 10 No of com panies 8 6 4 2 0 EPABX Wi-Fi Products Audio Video Integration

Series1

Medium enterprises: ECD

35

EPABX- 20 Wi-fi- 11 Video conferencing- 0 Data Networking- 0 Audio-Video Integration- 0 This can be presented diagrammatically as under:

Current usage of medium enterprises

20 15 No of com panies 10 5 0 EPABX Wi-Fi Products Audio Video Integration Series1

Large enterprises: EPABX- 20 Wi-fi- 18 Video conferencing- 11 Data Networking- 6 Audio-Video Integration- 9

This can be presented diagrammatically as under:

36

Current usage of large enterprises

20 15 No of com panies 10 5 0 EPABX Wi-Fi Products Audio Video Integration Series1

Analysis of the question:

Small enterprises prefer the use of Epabx only. Medium enterprises are using both Epabx and wi-fi. Large enterprises mostly make use of all the above except audio video integration. Very few large enterprises use audio integration. The number is as less as 5 companies out of 20 companies discussed in this project. Q2.Which EPABX equipment brand is currently being used? 1) SIEMENS 2) AVAYA 3) Any Other This question can be divided into 3 categories as EPABX is used by all the 3 segments. Small enterprises: 37

The results were: Siemens- 0 Avaya- 4 Other- 16 This can be diagrammatically presented as under:

Epabx equipment brand-small enterprises

Siemens Avaya Other

Medium enterprises: The results were: Siemens - 4 Avaya- 2 Other- 14 This can be diagrammatically presented as under:

38

Epabx equipment brand-medium enterprises

Siemens Avaya Other

For large enterprises, the results were: Siemens- 11 Avaya- 2 Other- 7 This can be diagrammatically presented as under:

Epabx equipment brand-large enterprises

Siemens Avaya Other

Analysis of the question:

Siemens has its presence only in the large enterprises segment. Siemens is also present to a small extent in the medium enterprises segment. 39

 Siemens has no presence in the small enterprise segment.

Q3. Which Video Conferencing equipment brand is currently being used? 1) SIEMENS 2) AVAYA 3) Any Other Video conferencing is used mainly by large enterprises. Therefore only this one segment is considered.

The results were: Siemens- 13 Avaya- 1 Other- 6 This can be diagrammatically presented as under:

Video-conferencing equipment brand-large enterprises

Siemens Avaya Other

Analysis of the question:

40

 Siemens has a huge market share in the large enterprises segment in relation to this product. Siemens can enter the medium enterprise segment if it can create a need of the above product in the market.

Q4. Which Wi-Fi equipment brand is currently being used? 1) SIEMENS 2) AVAYA 3) Any Other Wi-fi is used by both medium and large enterprises. Thus this question is divided into 2 categories as under: Medium enterprises: The results were: Siemens - 5 Avaya- 1 Other- 14 This can be diagrammatically presented as under:

41

Wi-fi equipment brand-medium enterprises

Siemens Avaya Other

Large enterprises: The results were: Siemens- 10 Avaya- 2 Other- 8 This can be diagrammatically presented as under:
Wi-fi equipment brand-large enterprises

Siemens Avaya Other

Analysis of the question:

42

 Siemens has a huge market share in the large enterprises segment in relation to this product. Siemens can enter the medium enterprise segment if as it has little presence in this market.

Q5. Which Data Networking equipment brand is currently being used? 1) SIEMENS 2) AVAYA 3) Any Other Data Networking is used mainly by large enterprises. Therefore only this one segment is considered. The results were: Siemens- 14 Avaya- 1 Other- 5 This can be diagrammatically presented as under:

Data networking equipment brand-large enterprises

Siemens Avaya Other

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Analysis of the question:

Siemens has a huge market share in the large enterprises segment in relation to this product. Siemens can enter the medium enterprise segment if it can create a need of the above product in the market. Q6. Which Audio Video Integration equipment brand is currently being used? 1) SIEMENS 2) AVAYA 3) Any Other Audio Video Integration is used mainly by large enterprises. Therefore only this one segment is considered. This equipment is used by very few companies and under this survey only 5 organisations make use of this equipment. The results were: Siemens- 3 Avaya- 0 Other- 2 This can be diagrammatically presented as under:

44

Audio-video integration equipment brand-large enterprises

Siemens Avaya Other

Analysis of the question:

Siemens has a huge market share in the large enterprises segment in relation to this product. Siemens can enter the medium enterprise segment if it can create a need of the above product in the market.

Q7. Are you satisfied with the EPABX equipment that is in place? 1) Yes 45

2) No. Epabx equipment, as mentioned earlier too, is used by all segments. Thus, this question is divided into 3 as under: Small enterprises: The results were: Yes- 7 No- 8 This can be diagrammatically presented as under:

Epabx equipment satisfaction-small enterprises

Yes No

Medium enterprises:

The results were: Yes- 5 No- 15 46

This can be diagrammatically presented as under:

Epabx equipment satisfaction-medium enterprises

Yes No

Large enterprises: The results were: Yes- 15 No- 5 This can be diagrammatically presented as under:

Epabx equipment satisfaction-large enterprises

Yes No

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Analysis of the question:

The customers of small enterprises segment are least satisfied with the product being used currently. The customers of large enterprises segment are most satisfied with the current product being used. The customers of medium enterprises segment are more satisfied with the current product being used than the small enterprises segment. Q8. Are you satisfied with the Video Conferencing equipment that is in place? 1) Yes 2) No. Video conferencing is used mainly by large enterprises. Therefore only this one segment is considered.

The results were: Yes- 15 No- 5 This can be diagrammatically presented as under:

48

Video-conferencing equipment satisfaction-large enterprises

Yes No

Analysis of the question:

The satisfaction level of customers is very high with relation to above product.

Q9. Are you satisfied with the Wi-Fi equipment that is in place? 1) Yes 2) No.

49

Wi-fi is used by both small and medium enterprises. Thus this question is divided into 2 categories as under: Medium enterprises: The results were: Yes- 8 No- 12 This can be diagrammatically presented as under:

Wi-fi equipment satisfaction-medium enterprises

Yes No

Large enterprises: The results were: Yes- 13 No- 7 This can be diagrammatically presented as under: 50

Wi-fi Equipment satisfaction- large enterprises

Yes No

Analysis of the question:

The customers of the medium enterprise segment are not too satisfied with the current product being used. The customers of the large enterprise segment are more satisfied with the current product being used.

Q10. Are you satisfied with the Data Networking equipment that is in place? 1) Yes 2) No. Data Networking is used mainly by large enterprises. Therefore only this one segment is considered. The results were: 51

Yes- 12 No- 8 This can be diagrammatically presented as under:

Data-networking equipment satisfaction-large enterprises

Yes No

Analysis of the question:

The customers are satisfied with the current product being used.

Q11. Are you satisfied with the Audio Video Integration equipment that is in place? 1) Yes 2) No. Audio Video Integration is used mainly by large enterprises. Therefore only this one segment is considered. This equipment is used by very few companies and under this survey only 5 organisations make use of this equipment. 52

The results were: Yes- 3 No- 2 This can be diagrammatically presented as under:

Audio-video integration equipment satisfactionlarge enterprises

Yes No

Analysis of the question:

The customers of the large enterprise segment are more satisfied with the current product being used. Q12. How frequently does the equipment needs to be maintained? 1) 6 months 2) 1 year 3) 3 years 4) > 3 years Various companies have various maintenance requirements. The question is divided into 3 categories as under: 53

Small enterprises: The response to this segment was as under: 6 months- 2 1 year- 4 3 years- 6 > 3 years- 12 This can be presented diagrammatically as under:

Maintainenance requirements- Small Enterprises

12 10 8 No of com panies 6 4 2 0 6 months 1 year 3 years > 3 years Duration Series1

Medium enterprises: The response to this segment was as under: 6 months- 3 1 year- 5 3 years- 8 > 3 years- 4

54

This can be presented diagrammatically as under:

Maintainenance requirements- Medium Enterprises

8 7 6 5 No of com panies 4 3 2 1 0 6 months 1 year 3 years > 3 years Duration Series1

Large enterprises: The response to this segment was as under: 6 months- 9 1 year- 5 3 years- 4 > 3 years- 2 This can be presented diagrammatically as under:

55

Maintainenance requirements- Large Enterprises

9 8 7 6 5 No of com panies 4 3 2 1 0 6 months 1 year 3 years > 3 years Duration

Series1

Analysis of the question:

Small enterprises hardly have any maintenance requirements. Medium enterprises maintenance requirements range from 1 year to 3 years. Large enterprises maintenance requirements are very high. Q13. Are you satisfied with the service from the current service providers? 1) Very Good 2) Good. 3) Bad 4) Cant Say Small enterprises: The response to this segment was as under: Very good- 2 Good- 7 Bad- 5 56

Cant say- 4 This can be presented diagrammatically as under:

Customer satisfaction of current service providers- small enterprises

7 6 5 No of com panies 4 3 2 1 0 Very good Good Bad Can't say Series1

Medium enterprises: The response to this segment was as under: Very good- 2 Good- 5 Bad- 7 Cant say- 4 This can be presented diagrammatically as under:

57

Customer satisfaction of current service providers- medium enterprises

7 6 5 No of com panies 4 3 2 1 0 Very good Good Bad Can't say Series1

Large enterprises: The response to this segment was as under: Very good- 6 Good- 9 Bad- 3 Cant say- 2 This can be presented diagrammatically as under:

Customer satisfaction of current service providers- medium enterprises

10 8 No of com panies 6 4 2 0 Very good Good Bad Can't say Series1

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Analysis of the question:

Large enterprises are more satisfied with the current service providers. Medium enterprises are somewhat satisfied with the current service providers. Small enterprises are satisfied with their current service providers.

Q14.Any Future needs for the any of the equipment in future?

1 2 3 4 5

EPABX Video Conferencing Wi-Fi Data Networking Audio Video Integration

This question can again be divided into 3 categories namely, Small enterprises: Most companies in this segment did not respond to this question. There were no future needs to this segment. Medium enterprises: The response to this question was as under: EPABX: 4 Video Conferencing: 9 Wi-Fi: 12 Data Networking: 5 Audio Video Integration: 6 59

This can be explained diagrammatically as under:

Future needs of medium enterprises

12 10 8 No of com panies 6 4 2 0 EPABX Wi-Fi Products Audio Video Integration Series1

Large enterprises: The response to this question was as under: EPABX: 2 Video Conferencing: 5 Wi-Fi: 6 Data Networking: 3 Audio Video Integration: 4

This can be explained diagrammatically as under:

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Future needs of large enterprises

6 5 4 No of com panies 3 2 1 0 EPABX Wi-Fi Products Audio Video Integration Series1

Analysis of the question:

Small enterprises have no future needs. Medium enterprises have an increased demand for video conferencing and wi-fi in the future and other products which are not used currently are also expected to be in demand from this demand. Large enterprises have an increased demand for almost all the products.

Q15. How frequently do you update your systems? 1) 3 month 2) 6 months 3) 1 year 4) > 1 year Various companies have various update requirements. The question is divided into 3 categories as under:

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Small enterprises: The response to this segment was as under: 3 months- 2 6 months- 2 1 year- 8 >1 year- 12 This can be presented diagrammatically as under:

Update requirements- Small Enterprises

12 10 8 No of com panies 6 4 2 0 3 months 6 months 1 year > 1 year Duration Series1

Medium enterprises: The response to this segment was as under: 3 months- 2 6 months- 6 1 year- 8 >1 year- 4

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This can be presented diagrammatically as under:

Update requirements- Medium Enterprises

8 7 6 5 No of com panies 4 3 2 1 0 3 months 6 months 1 year > 1 year Duration Series1

Large enterprises: The response to this segment was as under: 3 months- 6 6 months- 8 1 year- 4 >1 year- 2 This can be presented diagrammatically as under:

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Update requirements- Large Enterprises

8 7 6 5 No of com panies 4 3 2 1 0 3 months 6 months 1 year > 1 year Duration Series1

Analysis of the question:

Small enterprises hardly have any update requirements. Medium enterprises update requirements range from 1 year to 3 years. Large enterprises update requirements are very high.

Q16. Any Expansion plans? The response to this question was as under: Small enterprises: Yes- 6 No- 14 This can be presented diagrammatically as under: 64

Expansion plans- small enterprises

Yes No

Medium enterprises: Yes- 9 No- 11 This can be presented diagrammatically as under:

Expansion plans- medium enterprises

Yes No

Large enterprises: 65

Yes- 3 No- 17 This can be presented diagrammatically as under:

Expansion plans- large enterprises

Yes No

Analysis of the question:

Very few large enterprises have expansion plans. A large number of medium enterprises have expansion plans. Thus, the medium enterprises segment can be considered as an emerging market for the above mentioned products. Small enterprises also have little expansion plans.

Q17. What is the purchasing method that your organization follows?

Going online 66

2 3 4 5

Dealers Distributors Referrals Any other(Specify)

The results were: Small enterprises: Going online- 2 Dealers- 8 Distributors- 6 Referrals- 4 This can be represented diagrammatically as under:

Purchasing method- small enterprises

8 7 6 5 No of 4 companies 3 2 1 0 Going online Dealers Distributors Referrals Methods

Series1

Medium enterprises: Going online- 4 Dealers- 6 Distributors- 8 Referrals- 2 67

This can be represented diagrammatically as under:

Purchasing method- medium enterprises

8 7 6 5 No of 4 companies 3 2 1 0 Going online Dealers Distributors Referrals Methods

Series1

Large enterprises: Going online- 8 Dealers- 6 Distributors- 4 Referrals- 2 This can be represented diagrammatically as under:

Purchasing method- large enterprises

8 7 6 5 No of 4 companies 3 2 1 0 Going online Dealers Distributors Referrals Methods

Series1

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Analysis of the question:

Small enterprises prefer using dealers for making purchases. Medium enterprises prefer using distributors for making purchases. Large enterprises prefer the use of online services for making purchases.

Q18.Which is the most important factor in the purchasing decision of the equipment in the organization? (Rank the parameters from 1 to 5 as per preference)

Price Quality Brand Name After sales Service Low Degree Maintenance

The results were: Small enterprises: Price Quality Brand Name After sales Service Low Degree Maintenance

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This can be represented diagrammatically as under:

Factors affecting purchasing decision- small enterprises

7 6 5 4 No of com panies 3 2 1 0 Price Brand Name Factors Low Degree Maintenance Series1

Medium enterprises: Quality Brand Name Price After Sales Service Low Degree Maintenance This can be represented diagrammatically as under:

Factors affecting purchasing decision- medium enterprises

7 6 5 4 No of com panies 3 2 1 0 Price Brand Name Factors Low Degree Maintenance Series1

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Large enterprises: Quality After Sales Service Brand Name Low Degree Maintenance Price This can be represented diagrammatically as under:

Factors affecting purchasing decision- large enterprises

7 6 5 4 No of com panies 3 2 1 0 Price Brand Name Factors Low Degree Maintenance Series1

Analysis of the question:

For small enterprises, price is the main factor for making the purchase decision. For medium enterprises, quality and brand name are the main factors for making the purchase decision. For large enterprises, quality and after sales service are the main factors for making the purchase decision.

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CHAPTER FIVE CONCLUSION

Siemens Enterprise communication focuses on large enterprises. Its presence can be felt in some of the medium enterprises. The customer satisfaction of the existing customers of Siemens is very high. Also, market share of Siemens in comparison to its competitors is huge. Siemens is considered market leader in large enterprises segment. With the help of this survey, customers answered questions related to both Siemens and its competitors. The survey included questions on the products of Siemens comparing them to the products of its competitors. It also included questions related to satisfaction of customers. On thorough analysis of the survey, it can be concluded that: Siemens caters only to the needs of large enterprises and some medium enterprises.

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 The existing customers of Siemens are more satisfied with its products compared to its competitors. There is a market in the small and medium enterprises segment. For enterprise communication equipments, quality of product and after sales service holds huge importance. Siemens is known market-wide for its quality and service. Increasing profitability is the main objective of every organization. Thus, this survey helps Siemens understand its current market position as well as help make the organization aware of the prospect untapped market.

CHAPTER SIX LIMITATIONS

The project suffers from certain limitations. This may affect the analysis, so mentioning them becomes crucial.

The limitations are: The survey is restricted to organisations in and around Pune only. The number of organisations in the survey is not very large. The analysis may have some faults as most companies are not willing to give complete information. Also, the given information may or my not be fully correct.

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CHAPTER SEVEN RECOMMENDATIONS

Based on the survey conducted and the data collected and analyzed, the following steps can be recommended to Siemens Enterprise Communications with respect to each segment: Large enterprises: In case of large enterprises, Siemens has a huge market share. So in this case, Siemens should focus on customer satisfaction to retain its current standing and not loose its market share. Medium enterprises: According to the survey conducted, medium enterprises segment has a huge potential. Medium enterprises are expanding rapidly. Siemens does 74

not have huge presence in the medium enterprises segment. Therefore, Siemens should focus to expand in the medium enterprises segment. Also, various medium enterprises make use of only a few products. A latent demand for the other products exists. Siemens also has the option to cater to these demands as well. Small enterprises: Siemens follows a policy of not entering the small enterprises segment. And to a large extent, it can be said as per this survey that it follows the right policy. Small enterprises are not expanding and have little scope as a market for Siemens Enterprise Communications.

Book Reference:
Philip Kotler, Marketing Management, Eleventh Edition Pearson Education Asia 2003. Kothari C. R. Research Methodology, Second Edition, New Age International Publishers 2008.

Journal Reference:
Title: Development of Real-Time Enterprise Communication Service for Ubiquitous Age Author: KUROSHITA KAZUMASA(Fujitsu Ltd.); NASUNO YOUICHI(Fujitsu Ltd.); TANIGUCHI KATSUAKI(Fujitsu Ltd.) 75

Journal Title: Fujitsu Sci Tech J Washington Business Journal: Friday, April 3, 2009 Title: 2009 Minority Business Leaders Author: Bill Bouie

Conference:
Enterprise 2.0 conference in Boston, June 22- June 25, 2009

Website:
www.enterprise-communications.siemens.com www.wikipedia.com

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