Selling IPTV (SELIPTV)
Who Should Attend
Sales and sales support personnel who are involved in selling IPTV.
Prerequisites
None
Course Objectives
The objectives of this course are:
* To provide an overview of IPTV technology and components
* To provide information that will help sales and sales support personnel better sell an IPTV solution
* To provide an insight into the worldwide IPTV market
* To help understand the IPTV value proposition and how best to present this to prospective customers
Course Content
Helicopter View of IPTV
Definition of IPTV
Evolution of IPTV
IPTV Service Components
Advantages/Disadvantages
Features & Benefits
IPTV Architecture
Key Technology Enablers – Multicasting, MPEG, QoS, Ethernet LSPs,
Applications and Services
IPTV Challenges
Existing and Emerging Standards
MPEG-4
Why do we need it?
MPEG Evolution
MPEG-4 vs MPEG-2
Lossy vs Lossles Compression
Compression Formats
JVT – Joint Video Team
MPEG Codecs and Profiles
Resolution & Bandwidth
Encoding and Decoding
Objects and BIFS
Transporting IPTV
The IPTV/VoD Model
Using MPEG-2 TS
Elementary Streams
Packetised Elementary Streams
Program Streams
Transport Streams
JVT Coding
Using RTP
What does RTP provide
Controlling the flow with RTCP
Transporting Control Information with RTSP
RTSP Protocol Stack
Basic Commands
Basic Control
IPTV Multicasts
VoD Unicasts
Using IGMP
Versions 1, 2 and 3
Joining and Leaving a Session
The IPTV Market
Installed base of solutions/who installed what
Market drivers and how to leverage them
What the market is /major players
Necessary market conditions for Sales
Which markets to attack and why
Approaching a Sale
What do we need to Consider
Customer Profiling – getting the right Customer
Client Qualification
Exercise : Building a Strawman
The 20 Key Questions
Stakeholder Profiling
Identifying Key Decision Makers (stakeholders)
The Decision Making Process
Influencing the sales process
The Circle of Influence – prioritising stakeholders
The Value Proposition for IPTV
Business Drivers
Cost of Ownership/Return on Investment
Business Continuity
What is the Customers View
IPTV Value Proposition
Exercise : Building a Value Proposition
Quantifying the Need
What to sell on
Key Points for a Successful Sale
Exercise : Building a Business Case
Pitching the Sale
Identifying the Key Messages
Adapting Your Messaging for your Audience
Getting Buy-in from Management
Exercise : Role Play
Wrap up and Close
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