Siemens Project Report

A Summer Internship Project Report on
Comparative survey of Siemens enterprise communication products

and customer satisfaction with the current equipments
Submitted in partial fulfillment of the requirements for the degree of
Post Graduate Diploma in Management (Marketing)
By
Anup Nair
(Roll No.31)
Under the guidance of
Prof. Pravin Dange
A Study Conducted for
Siemens Enterprise Communications Group
at
Indira School of Business Studies,
Tathawade, Pune 411033
(2008-10)
ACKNOWLEDGEMENTS
Gratitude is the hardest emotion to express and often does not find adequate words to convey the
actual feel. It is my proud privilege to register my sincere gratitude for my company guide Mr.
Sharad Babanne (Executive – Marketing) for giving me the opportunity to work in an
organization of such high repute like Siemens Enterprise Communications Group, and without
whose able guidance and support this project would not have been a learning experience. It was
indeed my faculty guide Prof. Pravin Dange who was the guiding spirit behind this report at
every phase of its development.
The summer training after completion of the first year of Post Graduate Diploma in Business
Management is one of the most important procedures to make the students familiar with the
business interface and its current state of affairs.
The experience of the company is of great importance, and has helped in learning the practical
aspects of Marketing. The company’s team is one of the most dynamic team to work with, and
has helped to gain actual business knowledge and acumen.
Last but not the least; I would like to thank all those who directly or indirectly have extended
their support and co-operation for the successful realization of this endeavor.
2
CONTENTS
Chapter Page No.
1. INTRODUCTION
1.1 Definition and purpose of the project
06
1.2 Scope and objectives of the project
07
1.3 Company profile
08
2. REVIEW OF LITERATURE
2.1 Theoretical Framework, Background Theory & Hypothesis
14
3. RESEARCH METHODOLOGY
3.1 Method of research
17
3.2 Type of research
18
3.3 Objectives
19
3.4 Data type and data collection
20
4. REPORT ON THE PRESENT PROJECT
3
4.1 Understanding products and services
21
4.2 Developing questionnaire
22
4.3 Collecting data
22
4.4 Analysis of data
22
5. CONCLUSION
56
6. LIMITATIONS
57
7. RECOMMENDATIONS
58
EXECUTIVE SUMMARY
For any business entity the ultimate goal is to earn profits. And analysis of
current position of the company proves to be a significant step towards future
planning and further profit generation.
The project aims at understanding the current market position of Siemens

Enterprise Communications Ltd. with relation to the 3 segments namely,
large, medium and small, in comparison to its competitors.
The first part of the project was to understand the various products of the
company. This was mainly essential because knowledge of the products
makes any kind of comparison possible which forms the basis of the project.
4
Next part of the project consisted of developing a questionnaire. This was
important to get a wide exposure to the information about not only the
customers but also the competitors.
The next part of the project consisted of collecting the data with the help of
the questionnaire. Various companies in and around Pune were approached.
After collecting all the data, the data was compiled together and analysis of
the data was done.
Conclusions are given and recommendations suggested at the end of the

project. Limitations of the study are also mentioned.
ABBREVIATIONS
Power Generation (PG)

Power Transmission & Distribution (PDT)
Siemens Enterprise Communications Group (SEN Group)
Electronic Private Automated Branch Exchange (EPABX)
Private Automated Branch Exchange (PABX)
Orthogonal Frequency Division Multiplexing (OFDM)
Local area network (LAN)
Wide area network (WAN)
5
Wireless LANs and WANs (WLAN & WWAN)
CHAPTER ONE
INTRODUCTION
1.1 DEFINITION AND PURPOSE OF THE

PROJECT
The project is titled:
6
Comparative survey of Siemens enterprise
communication products and customer
satisfaction with the current equipments
Definition of the project:
Quantitative marketing research is the

application of quantitative research techniques to the field of marketing. It has
roots in both the positivist view of the world, and the modern marketing
viewpoint that marketing is an interactive process in which both the buyer
and seller reach a satisfying agreement on the "four Ps" of marketing:
Product, Price, Place (location) and Promotion. The survey here focuses on
opinions and factual information depending on the purpose as mentioned
below and involves administering questions to individual companies.
Purpose of the project:

The purpose of the project is to understand the
satisfaction of customers and also understand the current market position of
the company in comparison to its customers. The importance of the above can
be explained with the help of the following information.
1.2 SCOPE AND OBJECTIVES OF THE PROJECT
7
Scope of the project:
 Study of products and services offered to customers of Siemens

enterprise communication
 Collecting information on current market position of Siemens

enterprise communication
 Collecting information on customer satisfaction of Siemens enterprise

communication in comparison to its competitors
Objectives of the Project:
 Understand and study various products of the company
 Understand Customer classification of the company
 Understand Customer’s profitability related to each classification
 Understand current market position of the company in comparison to

its competitors
 Suggest measures to enhance profitability
1.3 COMPANY PROFILE
ABOUT SIEMENS
The Siemens Group in India is a unique player in the field of electrical and
electronics engineering having the capability to integrate diverse products,
systems and services into turnkey solutions across the life- cycle of a project.
8
Innovation is its strength. But it’s not the only one. Their customers also
know that they can rely on us to execute quality projects, while delivering
value.
In all areas of their operation, they provide the complete range of offerings. In
the Energy sector, their expertise ranges from power plants to turbines and in
the Industry sector; they build airports, as well as produce contactors. In
Transportation, they deliver complete high-speed trains, right down to safety
relays, whereas in Lighting, they illuminate large stadiums and also
manufacture small light bulbs. In Healthcare, they execute complete solutions
for hospitals, as also provide “in- the canal” hearing aids. And, the thread that
connects all the businesses is Information technology.
They have a wide presence across the country, where their operations include
17 manufacturing plants and an extensive network of Sales and Service
offices. They are also part of a vast global network of 475,000 people,
operating in over 190 countries, which serves to enhance their standing.
History
From a humble workshop to a global enterprise
Siemens was founded in Berlin by Werner von Siemens in 1847. As an

extraordinary inventor, engineer and entrepreneur, Werner von Siemens made
the world's first pointer telegraph and electric dynamo; inventions that helped
put the spin in the industrial revolution. He was the man behind one of the
most fascinating success stories of all time - by turning a humble little
workshop into one of the world's largest enterprises.
As Werner had envisioned, the company he started grew from strength to

strength in every field of electrical engineering. From constructing the world's
first electric railway to laying the first telegraph line linking Britain and India,
Siemens was responsible for building much of the modern world's
infrastructure.
9
Siemens is today a technology giant in more than 190 countries, employing
some 440,000 people worldwide. Its work in the fields of energy, industry,
communications, information, transportation, healthcare, components and
lighting has become essential parts of everyday life.
While Werner was a tireless inventor during his days, Siemens today remains
a relentless innovator. With innovations averaging 18 a day, it seems like the
revolution Werner started is still going strong.
Siemens is into:
Automation and Controls: Intelligent system solutions - from building

automation to process control to plant operation systems.
Healthcare: Siemens Healthcare division enables clinicians to diagnose

disease earlier and more accurately, making a decisive contribution to
improving the quality of healthcare
Lighting: Osram, a Siemens company is one of the world's largest lighting

companies. Its lamps can be found on famous landmarks, building
interiors and even living rooms all over.
10
Building Technologies: Siemens Building Technologies specializes in
meeting the growing demand for increased personal safety and more
secure public and private infrastructures by electronic security and
building automation systems.
Energy: Siemens consolidates its innovative offerings in the Energy sector

by combining its full range expertise in the areas of Power Generation
(PG) and Power Transmission & Distribution (PTD).
Information and Communications: As the only company in the world that

has all its Information and Communications competencies under one
roof, Siemens is able to apply a more flexible and faster approach to
customers' needs.
Mobility: Siemens offers products and solutions in railway signaling and

safety systems, traffic control and automation, electrification, traction
equipment for locomotives and multiple unit system and mass transit
vehicles.
Cross-Sector Business: Siemens provides software solutions across the IT

service chain, from consulting and system integration to IT
infrastructure management in the areas of telecommunications,
healthcare, manufacturing, public sector, utilities and government.
About Siemens Enterprise Communications Group (SEN

Group)
The SEN Group is a premier provider of enterprise communications

solutions. More than 14,000 employees in 80 countries carry on the tradition
of voice and data excellence started more than 160 years ago with Werner
von Siemens and the invention of the pointer telegraph. Today the company
leads the market with its "Open Communications" approach that enables
teams working within any IT infrastructure to improve productivity through a
unified collaboration experience. Jointly owned by The Gores Group and
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Siemens AG, The SEN Group includes Siemens Enterprise Communications,
Cycos and Enterasys Networks. In fiscal 2008, The SEN Group
generated.revenues.of.approximately.3.21.billion.Euros.
Management of the Siemens Enterprise

Communications Group
Chairman of the Board and CEO Mr. Mark Stone.

Executive Vice President- Product Management & Eve Aretakis.
Development
Chief Information Officer Mr. Gunther Ernst.
Executive Vice President- Global Marketing & Mr. Fredy Osterberger.
Communications
Executive Vice President- Global HR Mr. Todd Schorr.
President- Worldwide Sales Mr. Mark Vayda.
General Counsel and Executive Vice President Mr. Ralph Pope.
Executive Vice President- Global Operations Mr. Vera Meyer.
Executive Vice President- Data Mr. Christopher Crowell.
Chief Financial Officer Mr. Stephen. P. Jones.
Mission and Vision

Delivering Open Communications with award-winning
solutions
Through the global network of over 6,000 service professionals in more than
80 countries, SEN Group is able to deliver a complete range of enterprise
solutions. They encompass the whole spectrum, from bringing complex
networks and IT environments together, to ideas for simple, everyday devices
that keep everyone in touch. They provide innovative, secure and flexible
solutions that can unify communications for every shape and size of business.
It's all part of the company’s vision to create seamless collaboration across
wireless, fixed and enterprise networks. All with rich and intuitive content
that makes the solutions so easy to use, they revolutionize the way in which
people share information. The end result is a way of working
12
that.they.call.Open.Communications.
Committed to bringing added value to their customers
The Company’s award-winning solutions combine the very latest technology,

with practical, no-nonsense ways to embrace Open Communications. And
with their Open Path migration concepts, it's easy to achieve them
realistically in the business.
Open communications
Information technology has revolutionized the way that companies share

information and ideas. But with all the emails, instant messages, voice mails
and phone calls, it can be difficult keeping track of all the information.
Unified communications brings together all forms of communication into a
single solution. But only Open Communications can integrate that solution
with the current and future applications.
Open Communications solutions have already revolutionized the way that
leading enterprises and organizations manage their communications. IBM,
Commerzbank, Shimano, Nedbank, Anglian Water, Detroit Medical Centre
and the Moroccan Police Force are just some of the names that have already
benefited from our Open Communications.
Business Value
Open Communications delivers competitive advantages
Open Communications helps deliver the efficiency and effectiveness that

defines the world's most successful enterprises.
On-demand access to people and information makes for prompt decisions and
speeds up the time it takes to perform processes and tasks. So business can be
13
the first to respond to customers, get products to market, act on opportunities
or recover from threats and difficulties.
At Siemens Enterprise Communications, a long-term view is taken. The

solutions use open interfaces and standards that converge seamlessly with the
current infrastructure to make the most of any prior investment. But because
they embrace SIP technology, there’s also the freedom to evolve your
communications environment, simply and cost-effectively, to meet future
needs.
Siemens gives its customers the advantages of:
 Award-winning unified communications solutions

 Business process acceleration and faster decision-making
 Improved knowledge-sharing and productivity
 Easy collaboration across boundaries and with portable applications
 Improved service delivery and increased customer satisfaction
 Efficient and secure networking
Products and Services
Whatever the size and structure of the organization, Siemens can put Open
Communications at the heart of any business- with a range of infrastructure,
phones and clients and applications.
Applications
A range of sophisticated applications can help increase productivity and

reduce operating costs.
It includes:
 OpenScape Video
 OpenScape UC Application
 OpenScape Office
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 OpenScape Mobility
 OpenScape Messaging
 OpenScape ComAssistant
 OpenScape Contact Center
 HiPath HiMed
 OpenScape Xpert
 Command Control Centers
 HiPath Hospitality Service Center
Infrastructure
The flexible IP and convergence infrastructure products combine security
with expandability and they are cost effective too.
Whatever the size and scope of the organization, Siemens has a range of
future-proof, expandable communications systems- offering a rich set of
functionality for greater performance and maximum ROI.
This includes:
 Communication Systems for Large Enterprises
 Communication Systems for Small & Medium Businesses
 Network Infrastructure and Security
Phones and clients

The phones and clients deliver the highest levels of functionality and
flexibility to any business.
It includes:
 Office Phones
 Soft Client
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Solutions
Everybody’s talking about unified communications as an answer to the
bombardment of communication methods now faced with.
Solutions Areas
At Siemens Enterprise Communications we offer a range of unified
communications solutions that integrate seamlessly into the current IT
environment.
 Unified Communications - Enabling presence-based, real-time

communications.
 Contact Centers - Improve the way you communicate with your
customers.
 Network Infrastructure & Security – Solutions to connect, converge
and comply easily
 Voice – Unrestricted communication, now and in the future
 Services - Transform your communications approach easily
 Aerodynamic - Cut costs without cutting performance
 Outsmart - Do more, with less - increase your service levels and
reduce your costs.
 Primed - Seize new opportunities - prepare to strike fast and capitalize
on business.
Flexible solutions, for specific needs
 Unified Communications solutions to grow your business

 Reduce your communication costs, reach you environmental goals
 Get more for less – increase your asset efficiency
 Be the best in your field
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Unified communications solutions for any sized business
 Communications for Large Enterprises are no longer a utility, they’re

an enabler
 Specially tailored solutions for Small and Medium Businesses
Unified communications solutions for every type of business
 Automotive
 Chemicals & Pharmaceuticals
 Education
 Finance
 Healthcare
 Hospitality
 Public Sector
Green solutions
At the forefront of Green communications, Siemens Enterprise

Communications offer a range of solutions that are both good for the
environment and good for business.
Siemens Enterprise Communications Pvt. Ltd.
The project is undertaken for the following branch:
Siemens Enterprise Communications Pvt. Ltd.

701-705/ Tower B, ICC Trade Tower
403A, Senapati Bapat Road
17
Pune-411016
CHAPTER TWO
2.1 REVIEW OF LITERATURE
Theoretical Framework & Background Theory
Major players in the emerging unified communications phenomenon attended

the Enterprise 2.0 conference in Boston and essentially agreed that while
integrating voice, fax, e-mail, pictures, and video is a white-hot subject,
implementing their related applications has been elusive.
18
"IT executives don't care how it [unified communications] happens," said
Frost & Sullivan's Melanie Turek, who moderated a UC session. "They just
want all their apps to work together, whenever they need them, whatever they
are."
Turek, who is principal analyst for information and communications

technologies at the market research firm, came armed with a new survey of
unified communications -- or UC -- and noted that the buying influence for
unified communications is shifting gradually from department purchases to
IT central purchasing.
With the federal government and Homeland Security promoting teleworking

programs, the rapid growth of unified communications is likely to continue.
Turek said the number of U.S. teleworkers increased by 150% from 1999 to
2005 and she believes that percentage continues to increase even today.
The participants at the "Unified Communications Comparative Analysis"

session approached the subject from different perspectives, but agreed the UC
phenomenon is represented by a multiplicity of IT and telephony features,
products, and services that are being shoehorned and converged into a
happening known as Enterprise 2.0.
In an interview, Turek said she believes unified communications' IT will

center on Microsoft and IBM, with other companies playing strong
supporting roles. And, although still nascent, session initiation protocol, or
SIP, is becoming more important. "IT people should be aware that SIP is the
standard," she said.
IBM's Akiba Saeedi focused her presentation on IBM Lotus Sametime 7.5,
which has been shifting from a single product to a platform. "Some people
live in Word, some people live in e-mail, some people live in portals," she
said as she explained that Sametime as a platform can accommodate a wider
variety of users than a product could.
19
"The extensibility of the Lotus Sametime 7.5.1 client provides access not just
to people, but to information and resources," she said. Saeedi is program
director for unified communications and collaboration products in the IBM
Software Group.
Microsoft's Paul Haverstock indicated the software provider is centering

much of its UC effort on Microsoft Office Communications Server 2007 and
Microsoft Exchange Server 2007. Haverstock, program management architect
at Microsoft, observed that the company also is moving aggressively into
voice over Internet Protocol, or VoIP.
Turek said that Microsoft also could be intent on playing a dominant role in
the telephony side of UC in addition to the IT side.
Avaya's Allan Mendelsohn said his company's one-X product drive in UC is

to create a "seamless experience" for users whether they are "road warriors,
campus roamers, desk workers, or remote workers."
"With Avaya one-X mobile, you're carrying your enterprise in your hand," he
said referring to the mobile part of the Avaya product offering. "You get full
business call control: hold, conference, transfer, assistant support, extension
dialing. It's your office phone." Mendelsohn is senior manager of unified
communications in product marketing at Avaya.
Nortel scored an early advantage in unified communications because it

figured out early on that UC would be important, but the company's effort
was slowed when Nortel had to divert resources and management focus
because of an accounting scandal, now safely behind the company.
Nortel has been promoting its Multimedia Communication Server as a

flagship UC product, according to Gary Cattarin, Nortel senior network
architect. Nortel wants to look beyond the UC of today and develop an
environment in the advanced unified communications of the future. The 5100
has extensive links and connections to both Microsoft and IBM Lotus
products.
20
Ross Sedgewick of Siemens Enterprise Communications cited the company's
OpenScape speech portal product as its bet that voice communications in UC
will remain a dominant application. With an emphasis on UC presence -- the
feature whereby users can tell the status of other participants on a UC
network -- OpenScape users are offered features ranging from placing a
simple telephone call to starting an audio conference.
Turek said, "Presence is fundamental to unified communications."
Telsyte
Telsyte is an Australian based market research and consulting organization

that specializes in broadband technologies, services and metrics. Their
reports are based on independent primary market research conducted
by Telsyte's senior consulting staff.
Telsyte's focus includes the technical and business analysis of

networking technologies; the comparative analysis of service and
product options; and the application of telecommunications and
networking products and services to meet business requirements. The
firm specializes in the following areas:
Broadband Technologies (xDSL, HFC, Wireless, PLC, Satellite)

Telecommunications Strategy
Voice/Data/Video Integration: IP Telephony, VoATM, VoFR, VoIP, VoDSL
and VoMPLS
Data Networking Services: X.25, Frame Relay, ATM, IP, MPLS, Ethernet,
LAN Switching
Mobility Services: Remote Access, Dial IP, ISDN
Internet / Intranet / Extranet Strategies and Trends
LAN / WAN Network Design
Facilities Management/Outsourcing
Service Level Agreements
Benchmarking
21
Network Equipment Evaluation
Telecommunications Service Evaluation
Service Provider and Tariff Analysis
Service Trends Analysis
Telecommunications Product Marketing Strategies
Primary Market Research on Telecommunications Services and Products
Telsyte's custom research and consulting abilities in telecommunications

include:
Telecommunications network and design, from SME up to carrier-grade

systems;
Tender preparation and bid management;
Custom service price benchmarking and negotiation;
Service marketing plans and demographic analysis;
Market education - courseware preparation and delivery;
Competitive profiling and analysis.
CHAPTER THREE
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RESEARCH METHODOLOGY
3.1 Method of research
Research is defined as human activity based on intellectual application in the

investigation of matter. The primary aim for applied research is discovering,
interpreting, and the development of methods and systems for the
advancement of human knowledge on a wide variety of scientific matters of
our world and the universe.
Here the research is Quantitative marketing research which is the

application of quantitative research techniques to the field of marketing. It has
roots in both the positivist view of the world, and the modern marketing
viewpoint that marketing is an interactive process in which both the buyer
and seller reach a satisfying agreement on the "four Ps" of marketing:
Product, Price, Place (location) and Promotion.
As a social research method, it typically involves the construction of

questionnaires and scales. People who respond (respondents) are asked to
complete the survey. Marketers use the information so obtained to understand
the needs of individuals in the marketplace, and to create strategies and
marketing plans.
23
3.2 Type of research
The research type is self-administered survey.
A survey may focus on opinions or factual information depending on its

purpose, and many surveys involve administering questions to individuals.
When the questions are administered by a researcher, the survey is called a
structured interview or a researcher-administered survey. When the questions
are administered by the respondent, the survey is referred to as a
questionnaire or a self-administered survey. An effective customer
satisfaction survey program should focus on measuring customer perceptions
of how well the company delivers on the critical success factors and
dimensions of the business. These usually include factors like service
promptness, staff responsiveness, and understanding of the customer's
problem.
A questionnaire is a research instrument consisting of a series of questions

and other prompts for the purpose of gathering information from respondents.
Although they are often designed for statistical analysis of the responses, this
is not always the case. The questionnaire was invented by Sir Francis Galton.
Self-Administered Surveys include Questionnaires which are:

 Faxed, mailed, couriered
 Computer delivered
 People are intercepted in central locations
Advantage
 Allows contact with inaccessible participants
 Often lowest cost option
 They are cheap
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 Do not require as much effort from the questioner as verbal or
telephone surveys
 Often have standardized answers that make it simple to compile data
3.3 Objectives
The objectives of this survey include:
 Understand current market position of the company in comparison to

its competitors
 Understand the satisfaction level of the current customers
 Compare the current products of the company in comparison to its

competitors
25
3.4 Data type and data collection
The project is based on constructive research and the construct involved here
is Questionnaire. The data collected is thus based on the questionnaire.
Various organisations in and around Pune have filled the questionnaire. The
data thus collected from each questionnaire is based on the information that
these organisations have given.
Question types
Usually, a questionnaire consists of a number of questions that the respondent

has to answer in a set format. A distinction is made between open-ended and
closed-ended questions. An open-ended question asks the respondent to
formulate his own answer, whereas a closed-ended question has the
respondent pick an answer from a given number of options. The response
options for a closed-ended question should be exhaustive and mutually
exclusive. Four types of response scales for closed-ended questions are
distinguished:
• Dichotomous, where the respondent has two options

• Nominal-polytomous, where the respondent has more than two
unordered options
• Ordinal-polytomous, where the respondent has more than two ordered
options
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• (bounded)Continuous, where the respondent is presented with a
continuous scale
A respondent's answer to an open-ended question is coded into a response

scale afterwards.
Question sequence
In general, questions should flow logically from one to the next. To achieve
the best response rates, questions should flow from the least sensitive to the
most sensitive, from the factual and behavioral to the attitudinal, and from the
more general to the more specific.
CHAPTER FOUR
REPORT ON THE PRESENT PROJECT
The project was completed in 4 different parts, namely:
4.1 Understanding products of the company
Siemens Enterprise Communications is into a variety of products. Before

developing the questionnaire, it was important to have a thorough knowledge
of the products. The various products can be categorized under 4 heads,
namely:
1. Applications
A range of sophisticated applications can help increase productivity and

reduce operating costs.
27
It includes:
 OpenScape Video
 OpenScape UC Application
 OpenScape Office
 OpenScape Mobility
 OpenScape Messaging
 OpenScape ComAssistant
 OpenScape Contact Center
 HiPath HiMed
 OpenScape Xpert
 Command Control Centers
 HiPath Hospitality Service Center
2. Infrastructure
The flexible IP and convergence infrastructure products combine security
with expandability and they are cost effective too. Whatever the size and
scope of the organization, Siemens has a range of future-proof, expandable
communications systems- offering a rich set of functionality for greater
performance and maximum ROI.
This includes:
 Communication Systems for Large Enterprises

 Communication Systems for Small & Medium Businesses
 Network Infrastructure and Security
3. Phones and clients

The phones and clients deliver the highest levels of functionality and
flexibility to any business.
It includes:
28
 Office Phones
 Soft Client
4. Solutions
At Siemens Enterprise Communications we offer a range of unified
communications solutions that integrate seamlessly into the current IT
environment.
 Unified Communications - Enabling presence-based, real-time

communications.
 Contact Centers - Improve the way you communicate with your
customers.
 Network Infrastructure & Security – Solutions to connect, converge
and comply easily
 Voice – Unrestricted communication, now and in the future
 Services - Transform your communications approach easily
 Aerodynamic - Cut costs without cutting performance
 Outsmart - Do more, with less - increase your service levels and
reduce your costs.
 Primed - Seize new opportunities - prepare to strike fast and capitalize
on business.
4.2 Developing questionnaire
On understanding the products of the company, a questionnaire was

developed based on the requirements of the company. The questionnaire
included questions that would help Siemens understand the level of customer
satisfaction, its presence in various segments and its market share.
29
4.3 Collecting data
The questionnaire thus developed was taken to various organisations in and

around Pune. The total number of organisations is 60 which includes 20 each
of small, medium and large enterprises. The entire data thus collected was
compiled together.
4.4 Analysis of data
The most extensive part of the project was the analysis of data. The data
collected was put together question by question. The analysis of the entire
questionnaire is explained as under:
Q1.Which of these equipments are present in the company?
1 EPABX
2 Video Conferencing
3 Wi-Fi
4 Data Networking
5 Audio Video Integration
30
This was an introductory question. The details of each product can be
explained as under:
EPABX:
A term used synonymously with Electronic Private Automated Branch

Exchange (EPABX) and Private Automated Branch Exchange (PABX).
Similar to a central office exchange but smaller. A central off exchange can
accommodate 10,000 subscribers. PBX systems are typically designed to
accommodate from 20 to 10,000 subscribers or station Private Branch
Exchange- A small, privately-owned version of the phone company's larger
central switching office. Residing in an enterprise, a PBX is a piece of
equipment that is responsible for switching calls between enterprise users.
The PBX allows the users to share a specific number of external phone
lines, saving the added cost of having an external phone line for each user-
Piece of telecommunications equipment installed in a company's office,
which makes it possible to connect many internal telephone lines to city
telephone lines. A Private Branch exchange (also called PBX, Private
Business exchange or PABX for Private Automatic Branch exchange) is a
telephone exchange that serves a particular business or office, as opposed to
one a common carrier or telephone company operates for many businesses or
for the general public.
Video Conferencing:
A videoconference (also known as a video teleconference) is a set of

interactive telecommunication technologies which allow two or more
locations to interact via two-way video and audio transmissions
simultaneously. It has also been called visual collaboration and is a type of
groupware. It differs from videophone in that it is designed to serve a
conference rather than individuals.
31
Videoconferencing uses telecommunications of audio and video to bring
people at different sites together for a meeting. This can be as simple as a
conversation between two people in private offices (point-to-point) or involve
several sites (multi-point) with more than one person in large rooms at
different sites. Besides the audio and visual transmission of meeting
activities, videoconferencing can be used to share documents, computer-
displayed information, and whiteboards.
Wi-Fi:
Wi-Fi is a trademark of the Wi-Fi Alliance for certified products based on the
IEEE 802.11 standards. This certification warrants interoperability between
different wireless devices. In some countries the term Wi-Fi is often used by
the public as a synonym for IEEE 802.11-wireless LAN (WLAN). Not every
IEEE 802.11 compliant device is certified by the Wi-Fi Alliance, which may
be because of certification costs that must be paid for each certified device
type. The lack of the Wi-Fi logo does not imply that a WLAN-device is
incompatible to certified Wi-Fi-devices.
Wi-Fi is supported by most personal computer operating systems, many game

consoles, laptops, smartphones, printers, and other peripherals. Wi-Fi uses
both single carrier direct-sequence spread spectrum radio technology (part of
the larger family of spread spectrum systems) and multi-carrier OFDM
(Orthogonal Frequency Division Multiplexing) radio technology. The
regulations for unlicensed spread spectrum enabled the development of Wi-
Fi, its onetime competitor HomeRF, Bluetooth, and many other products such
as some types of cordless telephones.
A Wi-Fi enabled device can connect to the Internet when within range of a
wireless network connected to the Internet. The coverage of one or more
interconnected access points — called a hotspot — can comprise an area as
small as a single room with wireless-opaque walls or as large as many square
miles covered by overlapping access points. Wi-Fi technology has served to
32
set up mesh networks, for example, in London. Both architectures can operate
in community networks.
Wi-Fi also allows connectivity in peer-to-peer (wireless ad-hoc network)

mode, which enables devices to connect directly with each other. This
connectivity mode can prove useful in consumer electronics and gaming
applications.
Data Networking:
Networking is the engineering discipline concerned with communication

between computer systems or devices. Networking, routers, routing
protocols, and networking over the public Internet have their specifications
defined in documents called RFCs. Computer networking is sometimes
considered a sub-discipline of telecommunications, computer science,
information technology and/or computer engineering. Computer networks
rely heavily upon the theoretical and practical application of these scientific
and engineering disciplines.
A computer network is any set of computers or devices connected to each

other with the ability to exchange data. Examples of different networks are:
• Local area network (LAN), which is usually a small network

constrained to a small geographic area.
• Wide area network (WAN) that is usually a larger network that covers
a large geographic area.
• Wireless LANs and WANs (WLAN & WWAN) are the wireless
equivalent of the LAN and WAN.
All networks are interconnected to allow communication with a variety of

different kinds of media, including twisted-pair copper wire cable, coaxial
cable, optical fiber, power lines and various wireless technologies. The
33
devices can be separated by a few meters (e.g. via Bluetooth) or nearly
unlimited distances (e.g. via the interconnections of the Internet).
Networking is a complex part of computing that makes up most of the IT

Industry. Without networks, almost all communication in the world would
cease to happen. It is because of networking that telephones, televisions, the
internet, etc. work.
Audio Video Integration:
Audio video conferencing is a shorthand way of describing a virtual

conference where no one has to leave her office to meet up with the rest of
the group. A virtual conference may use telephones, televisions, computers,
conferencing software, collaborative software, file sharing, headsets, the
Internet, or any combination of these equipments and tools. Slide
presentation, streaming audio, and document sharing are some of the extras
you can incorporate into this conferencing method. The ultimate goal is to
make the meeting as realistic as possible, where everyone can see each other,
hear each other, view and modify projects, and so on – all at a cost that
eventually pays for itself in travel savings.
Audio video conferencing lends a rather impersonal air to meetings, and

socializing and bonding don’t take place as they would in the real world.
You can set up for audio video conferencing in a number of different ways.
The older method, still great for a wide variety of teleconferencing purposes,
is to have one group in one room, another group in another room (perhaps in
another city or country), and have them talk to each other. Each of the two
groups utilizes a television, a video camera mounted on the television, a
speakerphone, and perhaps some file sharing software for collaboration on
computer projects. The newer style is online audio video conferencing,
wherein each participant has her very own station in her very own office.
This utilizes a computer, the Internet, a web cam, a headset, and file sharing
software. This new method allows for even greater ease of planning and
34
attendance, applicability to collaboration, and mobility. You could attend a
web conference on the beach while the other attendees are on a train, at home,
in a restaurant, or anywhere else.
The response to this question is as under:
Small enterprises:
EPABX- 17
Wi-fi- 1
Video conferencing- 0
Data Networking- 0
Audio-Video Integration- 0
This can be presented diagrammatically as under:
Current usage of small enterprises
18
16
14
12
10
No of com panies
8
6
Series1
4
2
0
EPABX Wi-Fi Audio Video
Integration
Products
Medium enterprises: ECD
35
EPABX- 20
Wi-fi- 11
Data Networking- 0
Current usage of medium enterprises
20
15
No of com panies 10
5 Series1
0
Integration
Products
Large enterprises:
EPABX- 20
Wi-fi- 18
Data Networking- 6
36
Current usage of large enterprises
20
15
No of com panies 10
5 Series1
0
Integration
Products
Analysis of the question:
 Small enterprises prefer the use of Epabx only.
 Medium enterprises are using both Epabx and wi-fi.
 Large enterprises mostly make use of all the above except audio video
integration. Very few large enterprises use audio integration. The
number is as less as 5 companies out of 20 companies discussed in
this project.
Q2.Which EPABX equipment brand is currently being used?
1) SIEMENS
2) AVAYA
3) Any Other
This question can be divided into 3 categories as EPABX is used by all the 3
segments.
Small enterprises:
37
The results were:
Siemens- 0
Avaya- 4
Other- 16
This can be diagrammatically presented as under:
Epabx equipment brand-small enterprises
Siemens
Avaya
Other
Medium enterprises:
The results were:
Siemens - 4
Avaya- 2
Other- 14
38
Epabx equipment brand-medium enterprises
Siemens
Avaya
Other
For large enterprises, the results were:

Siemens- 11
Avaya- 2
Other- 7
Epabx equipment brand-large enterprises
Siemens
Avaya
Other
 Siemens has its presence only in the large enterprises segment.

 Siemens is also present to a small extent in the medium enterprises
segment.
39
 Siemens has no presence in the small enterprise segment.
Q3. Which Video Conferencing equipment brand is currently being used?
1) SIEMENS
2) AVAYA
3) Any Other
Video conferencing is used mainly by large enterprises. Therefore only this

one segment is considered.
The results were:
Siemens- 13
Avaya- 1
Other- 6
Video-conferencing equipment brand-large enterprises
Siemens
Avaya
Other
40
 Siemens has a huge market share in the large enterprises segment in
relation to this product.
 Siemens can enter the medium enterprise segment if it can create a
need of the above product in the market.
Q4. Which Wi-Fi equipment brand is currently being used?
1) SIEMENS
2) AVAYA
3) Any Other
Wi-fi is used by both medium and large enterprises. Thus this question is
divided into 2 categories as under:
Medium enterprises:
The results were:
Siemens - 5
Avaya- 1
Other- 14
41
Wi-fi equipment brand-medium enterprises
Siemens
Avaya
Other
Large enterprises:
The results were:
Siemens- 10
Avaya- 2
Other- 8
Wi-fi equipment brand-large enterprises
Siemens
Avaya
Other
42
 Siemens can enter the medium enterprise segment if as it has little
presence in this market.
Q5. Which Data Networking equipment brand is currently being used?
1) SIEMENS
2) AVAYA
3) Any Other
Data Networking is used mainly by large enterprises. Therefore only this one
segment is considered.
The results were:
Siemens- 14
Avaya- 1
Other- 5
Data networking equipment brand-large enterprises
Siemens
Avaya
Other
43

Q6. Which Audio Video Integration equipment brand is currently being used?
1) SIEMENS
2) AVAYA
3) Any Other
Audio Video Integration is used mainly by large enterprises. Therefore only

this one segment is considered. This equipment is used by very few
companies and under this survey only 5 organisations make use of this
equipment.
The results were:
Siemens- 3
Avaya- 0
Other- 2
44
Audio-video integration equipment brand-large enterprises
Siemens
Avaya
Other

Q7. Are you satisfied with the EPABX equipment that is in place?
1) Yes
45
2) No.
Epabx equipment, as mentioned earlier too, is used by all segments. Thus,

this question is divided into 3 as under:
Small enterprises:
The results were:
Yes- 7
No- 8
Epabx equipment satisfaction-small e nterprises
Yes
No
Medium enterprises:
The results were:
Yes- 5
No- 15
46
Epabx equipment satisfaction-medium

enterprises
Yes
No
Large enterprises:
The results were:
Yes- 15
No- 5
Epabx equipment satisfaction-large enterprises
Yes
No
47
 The customers of small enterprises segment are least satisfied with the
product being used currently.
 The customers of large enterprises segment are most satisfied with the
current product being used.
 The customers of medium enterprises segment are more satisfied with
the current product being used than the small enterprises segment.
Q8. Are you satisfied with the Video Conferencing equipment that is in
place?
1) Yes
2) No.
Video conferencing is used mainly by large enterprises. Therefore only this

one segment is considered.
The results were:
Yes- 15
No- 5
48
Vide o-confe rencing equipment satisfaction-large
e nterprises
Yes
No
 The satisfaction level of customers is very high with relation to above

product.
Q9. Are you satisfied with the Wi-Fi equipment that is in place?
1) Yes
2) No.
49
Wi-fi is used by both small and medium enterprises. Thus this question is
Medium enterprises:
The results were:
Yes- 8
No- 12
Wi-fi equipment satisfaction-medium enterprise s
Yes
No
Large enterprises:
The results were:
Yes- 13
No- 7
50
Wi-fi Equipment satisfaction- large ente rprises
Yes
No
 The customers of the medium enterprise segment are not too satisfied
with the current product being used.
 The customers of the large enterprise segment are more satisfied with
the current product being used.
Q10. Are you satisfied with the Data Networking equipment that is in place?
1) Yes
2) No.
Data Networking is used mainly by large enterprises. Therefore only this one
segment is considered.
The results were:

51
Yes- 12
No- 8
Data-networking equipment satisfaction-large

e nterprises
Yes
No
 The customers are satisfied with the current product being used.
Q11. Are you satisfied with the Audio Video Integration equipment that is in
place?
1) Yes
2) No.
Audio Video Integration is used mainly by large enterprises. Therefore only

this one segment is considered. This equipment is used by very few
companies and under this survey only 5 organisations make use of this
equipment.
52
The results were:
Yes- 3
No- 2
Audio-video integration e quipment satisfaction-

large enterprises
Yes
No
 The customers of the large enterprise segment are more satisfied with
the current product being used.
Q12. How frequently does the equipment needs to be maintained?
1) 6 months
2) 1 year
3) 3 years
4) > 3 years
Various companies have various maintenance requirements. The question is

53
Small enterprises:
The response to this segment was as under:
6 months- 2
1 year- 4
3 years- 6
> 3 years- 12
Maintainenance requirements- Small Enterprises
12
10
8
No of com panies 6
Series1
4
2
0
6 months 1 year 3 years > 3 years
Duration
Medium enterprises:
6 months- 3
1 year- 5
3 years- 8
> 3 years- 4
54
Maintainenance requirements- Medium Enterprises
8
7
6
5
No of com panies 4
3 Series1
2
1
0
Duration
Large enterprises:
6 months- 9
1 year- 5
3 years- 4
> 3 years- 2
55
Maintainenance requirements- Large Enterprises
9
8
7
6
5
No of com panies
4
Series1
3
2
1
0
Duration
 Small enterprises hardly have any maintenance requirements.

 Medium enterprises maintenance requirements range from 1 year to 3
years.
 Large enterprises maintenance requirements are very high.
Q13. Are you satisfied with the service from the current service providers?
1) Very Good
2) Good.
3) Bad
4) Cant Say
Small enterprises:
Very good- 2
Good- 7
Bad- 5
56
Can’t say- 4
Customer satisfaction of current service providers- small

enterprises
7
6
5
4
No of com panies Series1
3
2
1
0
Very good Good Bad Can't say
Medium enterprises:
Very good- 2
Good- 5
Bad- 7
Can’t say- 4
57
Customer satisfaction of current service providers- medium
enterprises
7
6
5
4
3
2
1
0
Large enterprises:
Very good- 6
Good- 9
Bad- 3
Can’t say- 2
Customer satisfaction of current service providers- medium

enterprises
10
6
4
0
58
 Large enterprises are more satisfied with the current service providers.
 Medium enterprises are somewhat satisfied with the current service
providers.
 Small enterprises are satisfied with their current service providers.
Q14.Any Future needs for the any of the equipment in future?
1 EPABX
2 Video Conferencing
3 Wi-Fi
4 Data Networking
5 Audio Video Integration
This question can again be divided into 3 categories namely,
Small enterprises:
Most companies in this segment did not respond to this question. There were
no future needs to this segment.
Medium enterprises:
The response to this question was as under:
EPABX: 4
Video Conferencing: 9
Wi-Fi: 12
Data Networking: 5
Audio Video Integration: 6
59
This can be explained diagrammatically as under:
Future needs of medium enterprises
12
10
8
No of com panies 6
4
Series1
2
0
Integration
Products
Large enterprises:
EPABX: 2
Video Conferencing: 5
Wi-Fi: 6
Data Networking: 3
Audio Video Integration: 4
This can be explained diagrammatically as under:
60
Future needs of large enterprises
6
5
4
No of com panies 3
2
Series1
1
0
Integration
Products
 Small enterprises have no future needs.

 Medium enterprises have an increased demand for video conferencing
and wi-fi in the future and other products which are not used currently
are also expected to be in demand from this demand.
 Large enterprises have an increased demand for almost all the
products.
Q15. How frequently do you update your systems?
1) 3 month
2) 6 months
3) 1 year
4) > 1 year
Various companies have various update requirements. The question is

61
Small enterprises:
3 months- 2
6 months- 2
1 year- 8
>1 year- 12
Update requirements- Small Enterprises
12
10
8
No of com panies 6
Series1
4
2
0
3 months 6 months 1 year > 1 year
Duration
Medium enterprises:
3 months- 2
6 months- 6
1 year- 8
>1 year- 4
62
Update requirements- Medium Enterprises
8
7
6
5
No of com panies 4
3 Series1
2
1
0
Duration
Large enterprises:
3 months- 6
6 months- 8
1 year- 4
>1 year- 2
63
Update requirements- Large Enterprises
8
7
6
5
No of com panies 4
3 Series1
2
1
0
Duration
 Small enterprises hardly have any update requirements.

 Medium enterprises update requirements range from 1 year to 3 years.
 Large enterprises update requirements are very high.
Q16. Any Expansion plans?
Small enterprises:
Yes- 6
No- 14
64
Expansion plans- small e nterprises
Yes
No
Medium enterprises:
Yes- 9
No- 11
Expansion plans- medium enterprises
Yes
No
Large enterprises:
65
Yes- 3
No- 17
Expansion plans- large e nterprises
Yes
No
 Very few large enterprises have expansion plans.

 A large number of medium enterprises have expansion plans. Thus,
the medium enterprises segment can be considered as an emerging
market for the above mentioned products.
 Small enterprises also have little expansion plans.
Q17. What is the purchasing method that your organization follows?
1 Going online
66
2 Dealers
3 Distributors
4 Referrals
5 Any other(Specify)
The results were:
Small enterprises:
Going online- 2
Dealers- 8
Distributors- 6
Referrals- 4
This can be represented diagrammatically as under:
Purchasing method- small enterprises
8
7
6
5
No of
4
com panies
3
2 Series1
1
0
Going Dealers Distributors Referrals
online
Methods
Medium enterprises:
Going online- 4
Dealers- 6
Distributors- 8
Referrals- 2
67
Purchasing method- medium enterprises
8
7
6
5
No of
4
com panies
3
2 Series1
1
0
online
Methods
Large enterprises:
Going online- 8
Dealers- 6
Distributors- 4
Referrals- 2
Purchasing method- large enterprises
8
7
6
5
No of
4
com panies
3
2 Series1
1
0
online
Methods
68
 Small enterprises prefer using dealers for making purchases.

 Medium enterprises prefer using distributors for making purchases.
 Large enterprises prefer the use of online services for making
purchases.
Q18.Which is the most important factor in the purchasing decision of the

equipment in the organization? (Rank the parameters from 1 to 5 as per
preference)
Price
Quality
Brand Name
After sales Service
Low Degree Maintenance
The results were:
Small enterprises:
Price
Quality
Brand Name
After sales Service
69
Factors affecting purchasing decision- small enterprises
7
6
5
No of 4
com panies 3
2 Series1
1
0
Price Brand Name Low Degree
Maintenance
Factors
Medium enterprises:
Quality
Brand Name
Price
After Sales Service
Factors affecting purchasing decision- medium enterprises
7
6
5
No of 4
com panies 3
2 Series1
1
0
Maintenance
Factors
70
Large enterprises:
Quality
After Sales Service
Brand Name
Price
Factors affecting purchasing decision- large enterprises
7
6
5
No of 4
com panies 3
2 Series1
1
0
Maintenance
Factors
 For small enterprises, price is the main factor for making the purchase
decision.
 For medium enterprises, quality and brand name are the main factors
for making the purchase decision.
 For large enterprises, quality and after sales service are the main
factors for making the purchase decision.
71
CHAPTER FIVE
CONCLUSION
Siemens Enterprise communication focuses on large enterprises. Its presence

can be felt in some of the medium enterprises. The customer satisfaction of
the existing customers of Siemens is very high. Also, market share of
Siemens in comparison to its competitors is huge. Siemens is considered
market leader in large enterprises segment.
With the help of this survey, customers answered questions related to both
Siemens and its competitors. The survey included questions on the products
of Siemens comparing them to the products of its competitors. It also
included questions related to satisfaction of customers.
On thorough analysis of the survey, it can be concluded that:
 Siemens caters only to the needs of large enterprises and some

medium enterprises.
72
 The existing customers of Siemens are more satisfied with its
products compared to its competitors.
 There is a market in the small and medium enterprises segment.
 For enterprise communication equipments, quality of product and

after sales service holds huge importance.
 Siemens is known market-wide for its quality and service.
Increasing profitability is the main objective of every organization. Thus, this

survey helps Siemens understand its current market position as well as help
make the organization aware of the prospect untapped market.
CHAPTER SIX
LIMITATIONS
The project suffers from certain limitations. This may affect the analysis, so
mentioning them becomes crucial.
The limitations are:
 The survey is restricted to organisations in and around Pune only.
 The number of organisations in the survey is not very large.
 The analysis may have some faults as most companies are not willing
to give complete information. Also, the given information may or my
not be fully correct.
73
CHAPTER SEVEN
RECOMMENDATIONS
Based on the survey conducted and the data collected and analyzed, the
following steps can be recommended to Siemens Enterprise Communications
with respect to each segment:
 Large enterprises:
In case of large enterprises, Siemens has a huge market share. So in this

case, Siemens should focus on customer satisfaction to retain its current
standing and not loose its market share.
 Medium enterprises:
According to the survey conducted, medium enterprises segment has a

huge potential. Medium enterprises are expanding rapidly. Siemens does
74
not have huge presence in the medium enterprises segment. Therefore,
Siemens should focus to expand in the medium enterprises segment. Also,
various medium enterprises make use of only a few products. A latent
demand for the other products exists. Siemens also has the option to cater
to these demands as well.
 Small enterprises:
Siemens follows a policy of not entering the small enterprises segment.

And to a large extent, it can be said as per this survey that it follows the
right policy. Small enterprises are not expanding and have little scope as a
market for Siemens Enterprise Communications.
Book Reference:
Philip Kotler, “Marketing Management”, Eleventh Edition Pearson
Education Asia 2003.
Kothari C. R. “Research Methodology”, Second Edition, New Age
International Publishers 2008.
Journal Reference:
Title: Development of Real-Time Enterprise Communication Service for

Ubiquitous Age
Author: KUROSHITA KAZUMASA(Fujitsu Ltd.); NASUNO
YOUICHI(Fujitsu Ltd.); TANIGUCHI KATSUAKI(Fujitsu Ltd.)
75
Journal Title: Fujitsu Sci Tech J
Washington Business Journal: Friday, April 3, 2009
Title: 2009 Minority Business Leaders

Author: Bill Bouie
Conference:
Enterprise 2.0 conference in Boston, June 22- June 25, 2009
Website:
www.enterprise-communications.siemens.com
www.wikipedia.com
76

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What is the scope and objectives of the project?

What is the scope and objectives of the project?

What research methodology was used?

What research methodology was used?

A Summer Internship Project Report on

Comparative survey of Siemens enterprise communication products

Submitted in partial fulfillment of the requirements for the degree of

Post Graduate Diploma in Management (Marketing)

Under the guidance of

Prof. Pravin Dange

A Study Conducted for

Siemens Enterprise Communications Group

Chapter Page No.

4. REPORT ON THE PRESENT PROJECT

The project aims at understanding the current market position of Siemens

Conclusions are given and recommendations suggested at the end of the

Power Generation (PG)

1.1 DEFINITION AND PURPOSE OF THE

The project is titled:

Definition of the project:

Quantitative marketing research is the

Purpose of the project:

1.2 SCOPE AND OBJECTIVES OF THE PROJECT

 Study of products and services offered to customers of Siemens

 Collecting information on current market position of Siemens

 Collecting information on customer satisfaction of Siemens enterprise

Objectives of the Project:

 Understand and study various products of the company

 Understand Customer classification of the company

 Understand Customer’s profitability related to each classification

 Understand current market position of the company in comparison to

 Suggest measures to enhance profitability

1.3 COMPANY PROFILE

From a humble workshop to a global enterprise

Siemens was founded in Berlin by Werner von Siemens in 1847. As an

As Werner had envisioned, the company he started grew from strength to

Automation and Controls: Intelligent system solutions - from building

Healthcare: Siemens Healthcare division enables clinicians to diagnose

Lighting: Osram, a Siemens company is one of the world's largest lighting

Energy: Siemens consolidates its innovative offerings in the Energy sector

Information and Communications: As the only company in the world that

Mobility: Siemens offers products and solutions in railway signaling and

Cross-Sector Business: Siemens provides software solutions across the IT

About Siemens Enterprise Communications Group (SEN

The SEN Group is a premier provider of enterprise communications

Management of the Siemens Enterprise

Chairman of the Board and CEO Mr. Mark Stone.

Mission and Vision

Committed to bringing added value to their customers

The Company’s award-winning solutions combine the very latest technology,

Information technology has revolutionized the way that companies share

Open Communications delivers competitive advantages

Open Communications helps deliver the efficiency and effectiveness that

At Siemens Enterprise Communications, a long-term view is taken. The

Siemens gives its customers the advantages of:

 Award-winning unified communications solutions

Products and Services

A range of sophisticated applications can help increase productivity and

Phones and clients

 Unified Communications - Enabling presence-based, real-time