The telecommunications revolution was born: Personal communications, unified messaging and personal communication are the forefront of this technological phenomenon. The 1984 deregulation of long distance and local telephone service has seen a rapid increase in competition and the search for every nook and corner of telecom products, services and products that can be used by consumers and businesses. It was 15 years ago that consumers were still tied to their fixed phones with their fixed number. Since then, mobile and cell phones have proliferated to satisfy the need for communication from anywhere in the world, at any hour of the day. Companies that fail to keep up with technological and financial changes are quickly banished from the technological and financial graveyard. Iridium is just one example. As the final arbiter in a marketplace, financial muscle has been replaced by quality and depth management and speedy execution. AT&T realized this, and hired a technology-savvy CEO. Iridium was unable to pull the trigger and paid the price.
TeleSpace is well positioned to become the market leader in personal communications and unified messaging. With a multitude of phone and pager numbers, fax numbers, email addresses and mobile phones, consumers and businesses now have the telecommunications mobility they need. They demand simplicity and speed. There is one identifier that will be able to find them anywhere and deliver all their communications. They need MyLine.
MyLine is an operating system that has been around for more than five years. It has a loyal core of customers, even though it has only a few. It is easy to use, clean, and elegant. The system includes a variety of features, some essential, others not. MyLine has not had much success due to its design and marketing. It was marketed more like the pocket knife from the early TV ads. It weighed twice as much and came with instructions. Before even using the product, consumers realized they were in trouble.
Internal market research has shown what the consumer wants, and MyLine has it! There are five primary target markets, three of which will be discussed below, starting with the businessman and consumer who just wants to get phone calls no matter where: In the office, in a car, in a plane, playing golf, wherever. If the customer is on earth, MyLine will find him/her. The Soccer/Sports Mom is also available, and can often be reached by 800 MyLine. It’s also a very popular market for military personnel, both personal and professional. They want reliable and secure communications. MyLine is available to assist them in enlisting.
The market for telecommunications is vast, at well over $200billion. It is difficult at this stage to quantify the sub-industry personal communications/unified messaging, with its hundreds and millions of actual/potential consumers. The management estimates that sales will reach $40 million by the end, with $5 million per month sales. This would still only give the company a 1% market share. The market leader would require a 5- to 10-percent market share. This goal is being pursued by management within five years.
TeleSpace’s main corporate objectives are:
- To be the market leader within five years in personal communications, unified messaging products, and services.
- To become the lowest-cost provider and drive aggressive pricing across the industry.
- To have the best and most responsive customer service by year-end Year 1.
MyLine is already the most technologically-superior personal communications system in the world. TeleSpace management plans to capitalize on MyLine’s brand, technical reputation, and become the market leader within personal and business communication systems and unified message systems within five year.
1.3 Keys to Success
TeleSpace has three keys to its success:
- Marketing must generate sufficient volume to enable aggressive pricing models while still achieving profitability projections.
- Strategic partners must be found to private label MyLine and promote it through their distribution channels.
- Equity capital must have a fair valuation