Situation Analysis What are the reasons FHP Wireless is having di !culty in getting sales and revenues? There are several reasons why FHP wireless is having di !culty in getting sales and revenues: From social environmental aspect: 1. Most people holds holds the opinion that the ubiquitous wifi access access cannot be available under current technology and economics conditions. 2. The FHP wireless's potential customers like airports, Starbucks were just beginning to deploy hotspots, hotspots, the time for them them to change to FHP FHP wireless is not acceptable. To abandon the current plan and substitute with another one would be too expensive. 3. Those companies companies hold the idea that many hotspots would eventually have full Wi-Fi coverage. The cost to cover the metro area would be uneconomic. 4. In the computer industry, industry, most laptops did not the built-in Wi-Fi Wi-Fi capacity, let alone other devices. The whole market demand for this metro-scale wireless was very weak. The market is just beginning to form. The Wi-Fi value chain aspect: 1. The roles in the value chain are missing. No system integrators and no service providers and the municipalities are also not clear. 2. For the likely-being likely-being companies in the chain, the FHP wireless wireless is a new threat to their existing business but not the profitable point, they can hardly fit themselves into the value chain without harming their wired business. The Marketing and Sales, they cannot target the right customer. 1. They choose to sell to value-added value-added resellers resellers to help them market and sale their products. However most of the prospects targeted by the VARs were large enterprise, for whom installing a FHP mesh was more expensive than the network of standard wireless access points. And because the poor performance of the marketing and sales, the opinion that FHP mesh was just a little better but more expensive becomes becomes more prevalent.
How is FHP’s existing product/solution di"erentiated from customers’ other alternatives? The FHP's existing product/solution di "erentiated from customer's other alternatives in many aspects: The product itself is a technology to help build wide-area wireless wireless networks
which can dynamically distribute tra !c as bandwidth needs changes and determine the optimal path for wireless clients to access the internet while hotspots cannot do that. The FHP's solution has developed a perfect product for metro-level Wi-Fi which hotspots cannot do. The FHP's product provides more rapid, plug-and-play deployment, which current IP router might need more configurations. The FHP's product is automatic scalable, according to the nodes the optimal path has involved, the network scale can be adjusted. The FHP's product provides fault tolerance, even some nodes in the whole network get into trouble, there still can be steady way to get to the network. The redundancy mechanism and the ability to re-route can guarantee that the network is not influenced. The FHP's product also provides more advanced security for the optimal route is decided by the algorithm dynamically so it's harder to interrupt the data transmission. The FHP's product produces a more complicated network so also provides more advance network management. The FHP's solution's cost would be depending on the number of nodes in the network, but potentially very likely will be more cost-e!cient than CDPD and Motorola radio. And it will be more economical on the long run on the backhauls. On the coast-quality aspect, compared with hotspots, motorola radio and CDPD, the total NPV cost per square mile the FHP is the least while provides the best performance.
Decisions Which customer(s) should FHP pursue/target? Why? I'd like to talk about the Education and Campuses as the target customer. The reasons are as following: The on-campus wireless network can be really expensive to build, but the mesh network would provide a much more economic solution so the university will be willing to adopt this. There are many scenarios on the campuses for students to use the wireless network. Like in the library, in the union, in the dining hall and etc. All the places must provide a network that can seamless connected together. So there will always be a demand there. There also exits the needs for the college campus to have all places covered by wireless network considering the campus security. So they definitely need a
large-scale, reliable and secure network. Since there are already wired network on campus, so it will be cost-e !cient for universities to install the equipments necessary to deploy the mesh network.
How can FHP make its (whole) product more appealing to those [target] customers? To be appealing to the universities, FHP should focus on several things. The communication. To improve the network performance when there were an event will be makes it more appealing to the university. Safety. FHP should make sure that his product perform well under any circumstance. Especially when there is an emergency situation, the network should also be stable on its speed and availability. Cost. FHP might need to lower down their product cost, especially the cost for each node, and this will make its solution more appealing to the universities.
