2012 Kick Off Motorola Attack Plan. Proprietary Information. Agenda Motorola who? Why focus on Motorola High level attack plan Tools and support at your.

2012 Kick Off

Motorola Attack Plan

Proprietary Information.

Agenda

• Motorola who?

• Why focus on Motorola

• High level attack plan

• Tools and support at your disposal

• Action items

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Proprietary Information.

Motorola WAS Wireless

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2008 Craig Mathias Report

“ …perhaps the only company on this planet that can do everything wireless, … that should put and keep them on top of wireless like Cisco is on

top of networking”

2008 Craig Mathias Report

MOTOROLA ..………

Proprietary Information.

Where did it all go?

4

Networks MobilitySolutions

Solutions

Proprietary Information.

Why Motorola

A. The largest vendor in our specific market I. With estimated PtP and PtMP sales of $180m

II. Estimated 50% of revenues come from North America

B. The best match to Alvarion – closest Apples to Apples I. Portfolio – PtP and PtMP, Licensed / UL, frequencies, NMS

II. Brand – high end, top player in the industry

III. Presence – in all regions, many countries, large Channel

IV. Markets – active in all verticals

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Proprietary Information.

C. The “easiest” to beat 1. Lost the brand – Cambium what?

2. Clear product advantage – Extreme, 4motion, Ultra, Compact, Wavion• In performance • In abundance of innovation

3. Owned by financial holdings, not a vendor/value add ownership

4. The transition period is proving very painful

5. Sales force desertion / frustration

6. Channel desertion / confusion – channels approaching us

7. Target market US Military

8. Pricing advantage in some cases – product and country based

9. Lost “additional products” leverage – Tetra, Astra, WiFi, Hand held's, Phones

Why Motorola

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Proprietary Information.

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Proprietary Information.

High-level Attack Plan

1. Approach your Distributors – growing our share with existing channel

2. Approach Motorola customers with expansion plans

3. Motorola partner days worldwide

4. Approach Moto Distributors that didn’t diversify till now (loyal to Ex-brand)

5. Arrange one-day workshops – get to know Alvarion products

6. Focus on new portfolio – ULTRA, Extreme, Compact, Wavion

7. Offer a Dual Vendor approach

8. Bundle solutions to make the marketing & pricing more attractive

9. HQ to provide channel database, chase them all

10. Six-month focus – campaign from January to June

11. Manage regional plans monthly & follow-up actions

Proprietary Information.

Tools

• Designated Materials• Why move materials – product comparison and competitive

analysis, ROI calculators, RFP templates, Starter kits

• Motorola Partner welcome kit

• Webinar for Moto partners

• Activities• Telemarketing (from HQ)

• Channel database research

• Motorola partner days worldwide – agenda, materials, funded

• Technical trainings • One-day tech workshops – get to know Alvarion products, FOC –

up to 2 per country (pre-approved)• 50% off designated local CASS and public trainings

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Proprietary Information.

Tools – Commercial

• Pricing • Demo and Starter Kits – discounted pricing – additional 10%

• Bundle PtP links with VL / Extreme solution – special offers

• Trade-in campaign – REPLACE a Moto network and get additional 10% discount on list price

• Others • Designated COOP funds for Distributors and new partners

• SPIFF’s for sales people in Distributors and SI’s/VAR’s

• New partner program – Deal registration, Rebate policy

• Upgraded to highest level rebate program, from $50k

• Special promotions upon request,

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Proprietary Information.

Action Items

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• Build a plan and track

• Know materials and tools

• Recruit Channels • Talk to common Distributors in February

• Talk to Moto Loyal Distributors in February

• Partners – call / meet 10 in Q1

• Road show – Moto partner days - 1 in Q1

• Trainings – 2 in Q1

Thank You

Name: Ian Walter

E-Mail: [email protected]

Phone: +44 7809 599195