3M™ Dynatel™ 965AMS Quick Guide with Competitive Analysis
5/14/2009
Communication Markets Division
Page 5
Enter product line being modeled:
Enter total number of competitors:
5
Competitor A
Competitor B
Competitor C
Competitor D
Competitor E
Competitor F
Key Buying Influences
Relative
3M
JDSU
Fluke
Exfo
Sunrise
3M after Launch
That
Differentiate
Products
Weight
Perfomance
Score
Perfomance
Score
Perfomance
Score
Perfomance
Score
Perfomance
Score
Perfomance
Score
Perfomance
Score
Total =100
1 to 10
1 to 10
1 to 10
1 to 10
1 to 10
1 to 10
1 to 10
1
Price
20
9
180
7
140
10
200
5
100
2
40
9
180
2
Durability
20
9
180
5
100
8
160
5
100
5
100
9
180
3
Ease of Use-Physical Layer
20
9
180
8
160
5
100
8
160
5
100
9
180
4
Protocol
10
2
20
10
100
5
50
5
50
10
100
2
20
5
Support-Training
15
8
120
6
90
5
75
5
75
5
75
8
120
6
Modular
15
9
135
9
135
2
30
8
120
7
105
9
135
7
8
9
10
100
815
725
615
605
520
815
3M
JDSU
Fluke
Exfo
Sunrise
3M after Launch
Avg.
Benefits
815.0
725.0
615.0
605.0
520.0
815.0
819.0
% above or below avg.
0
-11
-25
-26
-37
0
-100
Price
3,095.00
$
3,400.00
$
2,700.00
$
3,900.00
$
4,500.00
$
3,795.00
$
#####
% above or below avg.
-28
-21
-37
-9
5
-11
-100
965AMS Lite
•
Poor display
•
Missing long balance – copper testing is
weak, basic TDR
Competitor /
Market Position
Competitor Strengths
(What they do well and are likely to
emphasize)
3M Strengths
(What we should emphasize)
EXFO (formerly Consultronics)
North America:
Strong in
Canada, small presence in US
International:
Some success
with Colt Series
Products:
•
P3 Cable Shark ($4375) -
media
•
Colt 450P ($2375) – protocol
tester – VDSL2 modem and
IPTV testing
•
AXS-200/635 VDSL2
What will they emphasize
•
Patent on Inference Test – predict bit
rates
•
USB download to PC
•
IPTV Stronger with Colt 450P
Weakness: (Cableshark)
•
Tablet based PC unit
•
Not modular
•
Not rugged or waterproof
Weakness: (AXS-200)
•
Not rugged (water resistance), new to
market, small installed base
What we should emphasize
•
Rugged design for outdoor use
•
Large embedded base of product
•
Recognized Dynatel brand
•
Meets IEC IP 67 total immersion in 6 inches of
water for up to 30 minutes.
Spirent
Worldwide: LIMITED
. Strong in
CO test equipment. During
2007, released a handheld
product to compete in OSP.
STRONG IN UK market
Products: (approx avg selling
price)
- TECH-X ($3000 )
- VDSL2 module recently
released
Financially insecure
What will they emphasize
•
Good suit of tests
Weaknesses
•
Not comprehensive on media test
•
Rely heavily on modem diagnostics
•
Small installed base
•
Not a proven product/solution
What we should emphasize
•
Rugged design for outdoor use
•
Large embedded base of product
•
Recognized Dynatel brand
•
Meets IEC IP 67 immerse in 6in of water for up to
30 minutes.
