Task Force Specialties* & Attach

How to grow 30% in FY19?

*( MWS
1 HP (TA), WKS
Inc. • World (5X),
Partner Forum 2017 •RPOS (US))
All rights reserved • HP Confidential
 Performance
Colombia *2018 - Dynamics Reports

Specialties Revenue Specialties Units Attach Revenue

$8,000 50% 5000 70% 2100 50%

1888
4500 4407
$7,000 $6,780 40% 40%
60% 1800 1751
$6,184 4000
30%
$6,000 30%
3519
50% 1500
3500
20%
$5,000 $4,638 20%
3000
10% 40% 1200
$3,876 2518
$4,000
2500 10%
0%
1983 30% 900
$3,000 2000
0%
-10%
620
1500 20% 600
$2,000 495 468
$1,511 -20% 10… 1105 429 423 454 -10%
$1,105 1000 404
$1,037 784 346
$1,000 $797 -30% 10% 300
489 -20%
500
$- -40%
MWS WKS RPOS Total 0 0% 0 -30%
Revenue MWS WKS RPOS Total Units Q1 Q2 Q3 Q4 TOTAL

FY17 FY18 YoY FY17 FY18 YoY FY17 FY18 YoY

*USD K *K UNITS *USD K

FY17 – USD 6.1M FY17 – 3.5K Units FY17 – USD 1.7K

FY18 – USD 6.8M FY18 - 4.4K Units FY18 - USD 1.8 K
YoY : +10% YoY: +25% YoY: +8%
Market Share Colombia
MWS WKS RPOS
45% 5000
4600

Thousands
41% 4500
40%
3900
4000
35% 35%
3500
30%
3000
25%
2500
20%
2000
15% 1658
15%
1105 1500
10% 10%
1000

5% 500

0% 0
Toshiba NCR HP Rest (SAT,
Posiflex, 3N
Star, ELO,
etc)

*2018 Estimated
*2018 – IDC Report
 Target Specialties (+30%) - Colombia
Specialties Revenue Specialties Units Attach Revenue
$10,000 7000 3000

$9,000 $8,814

6000 5729 2454

2500
$8,000

$7,000 $6,780 5000

$6,029 4407 2000 1888

$6,000
4000
$5,000 $4,638 3273 1500

3000
$4,000 2518
1000
$3,000
2000
1437
$2,000
$1,437 $1,348 1019 1105
$1,105 500
$1,037 1000 784
$1,000

$- 0 0
MWS WKS RPOS Total Revenue MWS WKS RPOS Total Units FY18 FY19
FY18 FY19 FY18 FY19 FY18 FY19

*USD K
*K UNITS *USD K
FY18 – USD 6.8M
FY18 - 4.4k Units FY18 – USD 1.8M
FY19 – USD 8.8M
FY19 – 5.7K Units FY19 – USD 2.4M
EUS – Specialties & Attach Action Plan
FY19
How are we today? - EUS
 Lack of ISV´s & Partners (& Control)
 Players
 Meetings
 Forecast
 Training
 Sales
 Reactive sale
 No sales training
 Category
 We are not competitive against POS software vendors
 No competition analysis
 Los costos de las WS son muy altos vs DELL y LENOVO

 Marketing
 Very few relationship events
 No roadshows
Goals EUS

WS POS ATTACH

- Grow 30% - Grow 30% - Grow 30%

Specific

- Revenue - $4.3M  $5.6M - Revenue - $0,3M  $0.5M - Revenue - $1.8M  $2.4M

- Increase ISV Alliances (4 to 6) - Increase ISV Alliances (3 to 5) - Local Manufacturers Alliances
- Increase Specialized Partners (0 - Increase Specialized Partners (1 - Promo Bundles
to 3) to 5) - Panama Inventory
Gener

 Revenue growth FY19______ 30% Y/Y

 Target revenue specialties___$6.1M
al

 Target revenue Attach______ $2.4M

 Target Revenue (+30%) - EUS
*2018 - Dynamics Reports

Workstation Portfolio FY18 FY19

1400
1171 Regional Gov $ 544.815 $ 708.259
1200
971 978 Government $ 747.080 $ 971.204
1000 884 842 901
709 747 752 680 Cali $ 370.164 $ 481.214
800 648
545 481
600 Medellin $ 752.805 $ 978.646
370
400 Industry 1 $ 680.400 $ 884.520
200 48 62 Industry 2 $ 47.894 $ 62.262
0
Gob Gob Cali Medellín Industria 1Industria 2 Telcos Finanzas Telcos $ 647.496 $ 841.745
Regional Colombia & Edu Finances &
$ 900.503 $ 1.170.654
Education
FY18 FY19
Total Revenue $ 4.691.157 $ 6.098.504

*USD K

ATTACH Portfolio FY18 FY19

600 569
521 Regional Gov $ 286.499 $ 372.449
500 438 Government $ 105.392 $ 137.010
372 401
400 364 Cali $ 64.502 $ 83.853
286 280 281
300 216 Medellin $ 279.800 $ 363.740
200 137 Industry 1 $ 438.262 $ 569.741
105
100 65 85 57 74 Industry 2 $ 57.255 $ 74.432
0 Telcos $ 215.890 $ 280.657
Gob Gob Cali Medellín Industria 1 Industria 2 Telcos Finanzas & Finances &
Regional Colombia Edu $ 400.559 $ 520.727
Education
FY18 FY19 Total Revenue $ 1.848.159 $ 2.402.607
 Specialties&Attach Action Plan
SPECIALTIES ACTION PLAN
Days2
Goals Actions Owner Deadline Status Resultados Esperados
Go
Define Partners & ISV´s
Channels December

Training plan for WS&RPOS Business Dev, Channels February

Incentives Plan for WS&RPOS Category, Channels, Bus Dev February
Madurar ecosistema de WS&RPOS: Acordar cuentas objetivo con ISVs&Partners Channels, EUS January
ISVs & Canales
WS Cadence meetings with ISVs and Parthers Bus Dev, Channels, EUS Monthly
RPOS Cadence meetings with ISVs and Parthers Bus Dev, Channels, EUS Monthly
Plan de Homologación WS&RPOS con ISVs foco Bus Dev, Tech Cons, Category April

Define 5 Accounts by Portfolio

EUS December
Write ABP for selected accounts
EUS January

Presencia proactiva en los negocios Plan de ataque a base instalada con +3 años CS, EUS, Channels January
Cadence Meetings by Account (Deep Dive) Every 2
EUS
Weeks

Not
DONE IN PROGRESS
started
 Specialties&Attach Action Plan
SPECIALTIES ACTION PLAN
Days2
Goals Actions Owner Deadline Status Resultados Esperados
Go
Disponer de equipos demo alineados con la estrategia de
ISVs Tech Cons, Category, Bus Dev January

Define bundles (WS + Attach)

Category January

Revisar a nivel regional los costos de los componentes y el

Mejorar la competitividad Category February
producto
Buscar Casos de Éxito en USA/Europa/Latam
Business Developer February
Armar un caso de éxito en Colombia para tenerlo de
herramienta para las visitas Bus Dev, EUS, Marketing March

Define Demand generation plan by Account (w/ ISV´s &

Bus Dev, EUS, Channels,
Partner´s) February
Marketing
Plan de ataque para usuarios con altas cargas de trabajo
Bus Dev, Tech Consult, Marketing,
ofimático (ej. Cierres contables, financieros, desarrolladores February
Channels, EUS
IT)
Generación de demanda (pipeline 3X)
Eventos focalizados de ISV/Partners
P. e. Adobe, Schlumberger Bus Dev, Marketing, EUS March

Evento HP para WS y para RPOS (en separado) – HP

Bus Dev, Marketing, EUS Anual
Innovation Day?
Presencia en eventos de industria: Educación, Oil & gas,
Gobierno, Análisis Financiero (DIAN), Lavado de activos Bus Dev, Marketing, EUS March
(UIAF), Planeación (catastro, igac, planeación, etc.)
 Specialties&Attach Action Plan
SPECIALTIES ACTION PLAN
Days2
Goals Actions Owner Deadline Status Resultados Esperados
Go
MUST include in proposals EUS December
Smartchoice adoption EUS January
Tener inventario “temporal” en Panamá (es mas barato y si no
Attach growth plan +30% Category March
se da en Colombia MCA toma inventario)
Every 2
Improve & Review Forecast & ETA´s Category
Weeks
 Action Plan
19/11 13/12 31/12 31/01 28/02 30/03 30/04
Write ABP for
Define 5 Accounts by these selected
Portfolio accounts
Plan de ataque a Task Force
review

PLANNING SESSION FY19

base instalada con
+3 años
Revisar a nivel regional los costos de los
componentes y el producto

Plan de ataque para usuarios con altas cargas

de trabajo ofimático

Eventos focalizados de ISV/Partners

P. e. Adobe, Schlumberger

Define Demand generation

plan by Account (w/ ISV´s &
Partner´s)

WS: Define Partners & Training plan for ISVs&Partners

ISV´s
RPOS: Define Partners & Incentive plan for ISVs&Partners
ISV´s

Acordar cuentas Plan de Homologación WS&RPOS con ISVs foco

objetivo con
ISVs&Partners
Not
DONE IN PROGRESS Follow up
Started
MAKE
HISTORY

©Copyright 2017 HP Development Company, L.P. The information contained herein is subject to change without notice. HP CONFIDENTIAL
RPOS: Canales / ISVs Competencia (A reclutar
mínimo 2)
ISVs cercanos hoy:

Siesa
Geocom
Cegid
Canales Hp Canales Competencia Aloha
SIESA IUTUM Datalogic
Supermarket Linea DataScan
COLSOF Sistemas Fourgen
ISVs Compentencia (a reclutar 2 mínimo):
Controles Empresariales Oficom.co
ASIC SA
Linalca Bsocol
BUSINESS SOLUTION COLOMBIA S.A.S.
Maakal
COMPUTERS COLOMBIA LTDA.
INFOTRANS COLOMBA SAS
INGECOM SAS
INVEST IT SAS
PCN SOLUCIONES TECNOLOGICAS SAS
REDSIS S.A.S
RESERCO INTERNATIONAL SERVICES IT SAS

Go back SERVITECHNICAL SAS

SISTEMAS DE INFORMACION EMPRESARIAL S.A.
VIRTUAL TECHNOLOGIES MERCADEO INTERACTIVO SAS
HP CONFIDENTIAL
 WS: Canales
Canales Foco Actuales: ISVs:

Sumimas, Uniples, Adobe

Colsof, Computel, Autodesk
COEM, HAS, Microhome Avid
CANAL CIUDAD ESRI
CONTROLES EMPRESARIALES SAS NACIONAL
DIPARCO SAS MEDELLIN Schlumberger (Geodesia)
ARUS S.A. NACIONAL SolidWorks
MICROHOME LTDA BOGOTA
CEMAR IT SAS CARTAGENA Bolsa de Valores
W & C INTERNATIONAL S.A.S. BOGOTA Bloomberg
COMUNICACIONES Y SISTEMAS INTEGRALES LTD BOGOTA
SOLUTEK INFORMATICA SAS BOGOTA
Scada
TECNOLOGIA INFORMATICA TECINF S.A.S. BOGOTA High Workloads (MS Excel)
ALVAREZ LOPEZ ALBERTO
UNIPLES S.A.
MANIZALES
NACIONAL
Aplicaciones propias financieras
HOME DESK SAS BOGOTA Aplicaciones de mesas de
OFICOMPUT LTDA BUCARAMANGA dinero
HARDWARE ASESORIAS SOFTWARE LTDA BUCARAMANGA
COMPUTEL SYSTEM SAS BOGOTA
DOCUXER S.A.S. BUCARAMANGA
Go back
Canales de la estrategia HP, que están migrando a la competencia, verificando es por
precio y algunos si por requerimiento de los clientes, a un queriendo trabajar con HP los
HP CONFIDENTIAL
costos están altos