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Inside the Market for WAN Management Outsourcing


Description: Outsourcing is a concept that has been a part of the business landscape since the 1980s. Today, it increasingly is being used as a strategic tool to augment competitiveness and to free capital for focusing on core competencies. Ways to outsource wide-area network (WAN) communications, the lifeblood of any large commercial enterprise, have been examined and tried by many firms. As strategic communications come to encompass the whole enterprise, the importance of effective, reliable, and cost-effective managed WAN service offerings has grown in proportion. Inside the Market for WAN Management Outsourcing, copublished by the International Engineering Consortium and Communications Industry Researchers, provides a thorough examination of the market opportunities and obstacles for outsourcing WAN services based upon a statistically valid survey of network and information technology (IT) managers, together with an analysis of the issues facing the market. Key questions answered in this report include the following: - What percentage of firms outsource the management of their WANs? - Are firms that outsource fully satisfied with the outsourcing services they are using? - What would it take to persuade firms that do not currently outsource to do so? - To what extent does negative "word of mouth" keep managers from selecting certain providers of outsourcing services? - What will keep those who are presently outsourcing from ceasing to outsource? - What are the critical outsourcing services that firms seek? - What are key success strategies for ASPs and providers of outsourcing services? The report includes the results and analysis of more than 200 interviews with network and IT managers-including their perceptions of, willingness to use, and experiences with outsourcing and managed services. This audience plays a key role in the decision-making process of firms that serve as the customer base for outsourcing/managed service providers. The report also analyzes the critical factors that anyone affected by outsourcing and managed services will need to address. Features - Strategic and tactical motivations for outsourcing WAN services - Current satisfaction of users of managed services - Factors limiting the acceptance of managed services - Market segments that are and will provide the best opportunities for network operators and ASPs - The service packages that customers find most and least useful - How end users choose their managed-service vendors - How service providers can maximize profits and market-share - How equipment vendors can take advantage of outsourcing opportunities to attract new customers and retain existing ones - How users can optimize their use of WAN outsourcing to strategic advantage WHO Should Read This Report - Application service providers (ASP) that must accurately gauge the outsourcing needs and decision thresholds of IT managers in key market segments - Competitive local-exchange carriers (Clec) that must build networks that can accommodate the special bandwidth and application needs of outsourced WAN services - Equipment and software vendors that understand the types of product bundles and features that will compel IT decision makers to trust an outsourcing solution - Incumbent local-exchange carriers (Ilec) that must explore new enhanced service opportunities in their core markets - Interexchange carriers (IXC) whose backbone transport networks will play a key role in meeting the communications needs of tomorrow's distributed enterprise Principal Investigator Cynthia Fraser Gasman, Ph.D., the primary research director at Communications Industry Researchers (CIR), is involved in primary research and econometric modeling of the telecommunications industry. She has a Ph.D. in applied managerial economics from The Wharton School. Prior to joining CIR, Dr. Gasman taught at The Wharton School, Columbia University, The Ohio State University, and Elon College. She also was a research fellow at the International Trade Institute and the L.L. McAninch Chair at Kansas State University. Her work has been published in the Journal of Marketing, Industrial Marketing Management, Management Science, International Marketing Review, the Journal of World Trade Law, the Journal of Business Research, the Journal of Advertising Research, the Journal of the Academy of Marketing Science, the Journal of Consumer Research, Decision Sciences, and the Journal of the Marketing Research Society.


Contents:

Executive Summary: WAN Management Outsourcing Potential



  • Survey Results
  • Managed WAN Outsourcing Service

    • Preferences: Benefit Segmentation

  • The Future of Managed WAN Services?

Chapter One: Introduction



  • The Surge in Outsourcing
  • The Joys of Outsourcing
  • Outsourcing in a Changing Technology Environment
  • Some Recent Major Outsourcing Deals
  • Some Pros and Cons of Outsourcing

Chapter Two: Survey of WAN Management Outsourcing



  • Penetration of WAN Outsourcing
  • Patterns of WAN Outsourcing
  • Satisfaction Among Current Outsourcing Service Users: A Warning

Chapter Three: WAN Outsourcing Users and Their Motivations



  • Future Plans of Users of WAN Outsourcing Services
  • Impact of Firm Size on the Chance of Adoption of WAN
  • Management Outsourcing
  • The Impact of WAN Complexity on the Chance of Adoption of WAN
  • Motivations to Outsource WAN Management
  • Motivations for Outsourcing Revealed—Survey Results
  • A Summary of Motivational Differences between Likely Repeaters, Likely Adopters, Likely Defectors, and Uninterested Segments
  • Strategic Implications for the Design and Marketing of Outsourcing Services

Chapter Four: Managed WAN Outsourcing Service Preferences Benefit Segmentation



  • Benefit Segments
  • All Benefit Segments Would Consider Outsourcing
  • The Majority Focus on Reduction in Operating Costs in Selecting an Outsourcing Provider
  • Likely Outsourcers Focus on Network Availability Guarantees in Their Choice of Outsource Provider
  • Real-Time Reporting Has Differential Appeal
  • Web-Related Applications Influence Most Outsourcing Candidates
  • Virtual Meetings/Videoconferencing
  • Shared Mainframe Software
  • All Outsource Package Features Are Salient to Some Segments
  • Impact of Managed WAN Outsourcing Service Attributes on Choice
  • Hypothetical Market Response to "Ideal" Outsourcing Service Packages
  • Response to Packages Featuring Applications Services
  • Price and Provider Reputation Are Salient Features, Too
  • Outsourcing Experience and Intentions Influence Benefits Sought
  • Distinguishing Characteristics of Benefit Segments

Chapter Five: Marketing and Strategic Implications



  • Marketing Implications
  • Strategic Implications
  • Tactical Motivations Are Emerging
  • The Future of Managed WAN Services?
  • Benefits Sought by Managers Are Diverse




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