BCG-迈克菲中国增长战略规划Workshop Part 2_012309.ppt

1、McAfee China Consumer Strategy Strategy Workshop Part 2:Strategic Alternatives Discussion 26 Jan 2009 1 Xxxxx-xx/Footer Agenda Objectives and Level Setting 1300 1315 Phase 1 findings 1315 1500 Market overview Consumer behavior Products and pricing Competition Channels Strategic alternatives discussi

2、on 1500 1630 Wrap up and next steps 1630 1700 2 Xxxxx-xx/Footer Key questions 1.What are our aspirations for China?2.What is our commitment to this market?3.Where are the opportunities?4.How will we achieve that success?5.What are the business requirements to achieve our aspirations?6.What are the r

3、isks/dependencies?3 Xxxxx-xx/Footer 1.What are our aspirations for China?What is a reasonable 5-year revenue goal?What share position do we want to obtain?What image do we want to attain in the China marketplace?China consumer security market size projection 496377891031141391650501001502002502004 2

4、005 2006 2007 118 2008E 127 140 2009E 2003 163 2010E 152 187 213 Mn.USD 2012E 2011E 2012 share scenarios 10%=$19Mn 15%=$28Mn 20%=$38Mn 25%=$47Mn 30%=$57Mn 4 Xxxxx-xx/Footer 2.What is our commitment to this market?How aggressive do we want to be with our investment?What payback timeframes and profita

5、bility scenarios are reasonable?What would be a reasonable cost of sale for the first two years?the first five years?5 Xxxxx-xx/Footer 3.Where are the opportunities?Consider size,growth,competition,McAfee assets Est.McAfee net booking1 ($Mn)9%10%12%70%103 2007 40%2012 McAfee OEM Direct Telco Retail

6、9.4Mn 15.2Mn 4.6 Mn 11.3 Mn 2012 projection($Mn)14%16%20%50%189 2012 Current market($Mn)Est.McAfee market share 10%15%44%40.8Mn OEM Direct Telco Retail$30-40Mn in five years could be attainable 1.Deduct rebate and MDF from gross bookings Source:BCG analysis 6 Xxxxx-xx/Footer 2.215.41.719.405101520OE

7、M Telco Retail 0.2 Direct Total Example scenario:McAfee could reach$41Mn in 2012 Paid user base could reach 20Mn in 2012,mostly coming from Telco users Total net bookings1 could reach$41Mn in 2012 with$16mn profit Gross margin%65%40%57%99%4.39.415.211.32.24.75.9OEM Telco Retail 3.5 Direct Net Profit

8、 Net rev Projected paid user in 2012 by channel(mn)Projected net booking in 2012 by channel($mn)53%30%20%80%Operating margin%5.1 1 5.7 21.7 Average rev per user($)1.Deduct rebate and MDF from gross bookings Source:BCG analysis 7 Xxxxx-xx/Footer 4.How will we achieve that success?Which channels shoul

9、d we optimize and prioritize?How will we evolve and differentiate our product offerings?What new business models offer potential?Which inorganic growth options should we consider?Activity 3:Explore web-based business models Activity 2:Aggressively win share in the telco-bundling business Activity 1:

10、Optimize the current business by driving traditional business models Partner with Qihoo,or co-develop competitive offering with Tencent/Sina like player Penetrate fixed line(DSL)and data card services of China Unicom and Telecom with customized offerings Drive new users and conversion in OEM and Uni

11、com,build flexibility into pricing schemes,implement new payment mechanisms,drive the direct biz,etc.8 Xxxxx-xx/Footer Agenda Objectives and Level Setting 1300 1315 Phase 1 findings 1315 1500 Market overview Consumer behavior Products and pricing Competition Channels Strategic alternatives discussio

12、n 1500 1630 Wrap up and next steps 1630 1700 9 Xxxxx-xx/Footer Consumer behavior(leverage with McAfee primary research)Understand dynamics around buying behaviors,drivers Perceived value proposition of McAfee and competitors and their brand preference Preferred product features and pricing point Fin

13、al readout scheduled for Feb 17 Evaluate market and provide strategic options Recommend China growth strategy and action plan Evaluate strategic growth options including M&A Model future market positions,NPV,and potential scenarios Evaluate strategic benefits,feasibility,risks,and dependencies Optim

14、ize ROI and ensure the long-term success of McAfee Recommend channel strategy Decide the appropriate channel mix according to selected market growth strategy Identify necessary channel partners and approach to recruit them Recommend product positioning strategy Determine key target consumers and ide

15、al value proposition for McAfee Choose product offering,focusing on needs,differentiation,and localization needs Implementation roadmap Revenue/profitability targets,key milestones,strategic partner targets,and investment/resource requirements 1 2 Market overview Analyze market size,trends,potential

16、,drivers,effects of piracy,payment methods Review of regulatory environment Competitive analysis Competitive landscape,market share,value propositions,business models,product offering and pricing strategy Channel examination Current channel mix and trends Key channel partners Identify potential targets for M&A Synergies among competitors and partners Preliminary assessment of target attractiveness Strategy workshop Final readout Update call Kickoff Phase-1 Phase-2 10 Xxxxx-xx/Footer Aggressive B