MGMC14H3 Lecture Notes - Cisco Systems, Voice Over Ip, Alternative 3
Document Summary
Case 8 - cisco systems: managing the go-to-market evolution. Cisco"s ip telephony solutions were generally targeted at the billion telecommunications and equipment market. More specifically, cisco was targeting the internet phone systems market, which was expected to grow form . 5 billion to . 5 billion by 2008. While most people at cisco were agreed that voice vars needed to be added to the mix of cisco"s already existing data vars, there was hardly any agreement on the channel margins. On the one hand it would make sense to stay with cisco"s margin structure because the new. Voip technology delivered huge cost advantages for the end user, who would pull in and generate the demand anyway. Some minority argued the need to keep the product exclusively with cisco"s existing data vars. They think that the maturing nature of the networking market and is going to provide them opportunity to expand their business.
