2020 United States Next Generation 9-1-1 (Ng9-1-1) Market Leadership Award

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2020 UNITED STATESNEXT GENERATION 9-1-1 (NG9-1-1)MARKET LEADERSHIP AWARD

BEST PRACTICES RESEARCHContentsBackground and Company Performance . 3Industry Challenges . 3Market Leadership of AT&T . 4Conclusion. 7Significance of Market Leadership. 8Understanding Market Leadership. 8Key Performance Criteria . 9Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing BestPractices . 10The Intersection between 360-Degree Research and Best Practices Awards . 11Research Methodology . 11About Frost & Sullivan . 11 Frost & Sullivan 20202“We Accelerate Growth”

BEST PRACTICES RESEARCHBackground and Company PerformanceIndustry ChallengesNext Generation 911 (NG9-1-1) represents an industry transformation that proactivelyenhances public safety by acknowledging, and catering to, the rapidly evolving demands,products, lifestyles, and technologies of citizens. NG9-1-1 introduces a broad array ofpublic safety advancements that will significantly expand emergency communicationscapabilities and drive growth opportunities for an increasing number of stakeholders.In contrast to the legacy ‘voice-centric’ E9-1-1 network, NG9-1-1 will support a morediverse set of IP-based communications including text, data, photos, and video exchangesthat will enhance the speed, accuracy, and preparation of first responders. The FederalCommunications Commission (FCC) is currently working closely with key stakeholders inthe public safety sector to ensure a seamless and cost-effective transition to NG9-1-1.The emergence of COVID-19 has elevated pressure on states and counties that have notyet initiated NG9-1-1 deployments to accelerate roll-outs. Moreover, the possibility offederal funding for NG9-1-1 tied to coronavirus rescue legislation, which places anemphasis on infrastructure projects, has the potential to dramatically accelerate marketgrowth.Some of the key industry challenges in the NG9-1-1 market include: States, regional coalitions, and counties have been challenged to procure sufficientfunding for NG9-1-1 upgrades. The public safety sector, by nature, is conservative and many public safety entitiesare in a ‘wait and see’ mode to make sure new technology is proven before makingsignificant investments into new infrastructure. The highly regulated telecommunications industry, coupled with the inherentsensitive nature of public safety, has led to an array of stringent regulations andsecurity requirements that can temper the speed of deployments. The adoption of new technologies comes with a steep learning curve. Public safetyanswering points (PSAPs) will be handling exponentially more data, and interactingwith citizens and first responders in new ways, requiring significant training andeducation. While the emergence of the COVID-19 has generated elevated urgency on statesand counties that have not yet initiated NG9-1-1, the virus itself has temperedtimelines for in-progress deployments.The National Emergency Number Association (NENA) estimates that approximately 250million calls are made to 9-1-1 each year. Frost & Sullivan research suggests that nearly85% of these calls now originate from a mobile device. Yet less than 30% of PSAPs acrossthe U.S. are equipped to handle text-to-9-1-1 messages from mobile devices. In thisrapidly evolving environment, the public safety sector will be challenged to keep up withthe pace of innovation and evolving consumer behaviors. Replacing legacy systems with Frost & Sullivan 20203“We Accelerate Growth”

BEST PRACTICES RESEARCHnew versatile NG9-1-1 solutions is a critical step in the journey to create smarter, safer,and stronger communities across the United States.Market Leadership of AT&TCriterion 1: Growth Strategy ExcellenceAbility to rsueEmergingGrowthAT&T is at the forefront of the public safety sector providing industry-leading solutionsthat modernize communications and transform emergency reporting and response. Byleveraging proven experience and technological know-how with a comprehensive portfolioof innovative public safety solutions, AT&T has emerged as the market leader in the NG91-1 market and maintains a distinguished reputation among customers.Frost & Sullivan research indicates AT&T was the leading NG9-1-1 primary Emergency IPNetwork (ESInet) and next generation core services provider in the United States at yearend 2019 with approximately 30.6% market share.Exhibit 1.0NG9-1-1 Primary Contract Holders Market Share (YE 2019)Source: Frost & SullivanFrost & Sullivan market share metrics are based on the population covered by a primaryNG9-1-1 contract holder. A closed NG9-1-1 contract constitutes a legal agreementbetween the purchasers of NG9-1-1 systems—generally, counties or states that controlPSAPs—and the primary NG9-1-1 service provider. AT&T direct NG9-1-1 contracts covereda population of more than 48 million, leading all competitors in the U.S. market, accordingto Frost & Sullivan analysis. Frost & Sullivan 20204“We Accelerate Growth”

BEST PRACTICES RESEARCHCriterion 2: Product QualityProduct or Service Receives High Marks for Performance, Functionality, andReliability at Every Stage of the Life CycleIn 2011, the National Emergency Number Association (NENA) approved a frameworkof core technical guidelines for the implementation of a NG9-1-1 system known as the‘i3architecture’. The i3 framework is an architecture designed as an IP-based ‘network ofnetworks’ for all public safety and emergency service entities. The i3 standard details thenext generation core services infrastructure and ESInet interfaces designed to provide thefoundation of the NG9-1-1 architecture.Although NG9-1-1 is still in the early adopter stage, as standards have become more clearthere has been momentum in the number state wide and local NG9-1-1 request forproposals (RFPs). In this environment, AT&T’s NG9-1-1 solution enables public agencies tomodernize their legacy TDM (time-division multiplexing) circuits with IP-based networks,supporting rapid processing of text messaging and advanced IP based communications.Frost & Sullivan analysis confirms that AT&T’s high performance, fully integrated solutionis accelerating the transition to NG9-1-1 by reducing complexity for PSAPs and ensuringnew forms of communications can be efficiently and securely routed to the appropriatePSAP.The solution provides a nationally distributed, geographically diverse and redundantservice architecture designed to enhance the customer service experience. AT&T has anation-wide network of data centers co-located with existing 9-1-1- databases across theU.S., which provide pre-deployed call processing (with capacity to support twice thecurrent volumes). Moreover, the solution’s architecture is unique from competitiveofferings and allows PSAPs to handle unexpected call volumes by automaticallyredistributing these calls to neighboring PSAPs.Exhibit 2.0AT&T NG9-1-1 Solution Drives Paradigm Shift in Public SafetySource: Frost &Sullivan Frost & Sullivan 20205“We Accelerate Growth”

BEST PRACTICES RESEARCHCriterion 3: Customer Purchase ExperienceCustomers Feel they are Buying the Optimal Solution to Address their UniqueNeedsGenerally, counties or states that control PSAPs are the purchasers of NG9-1-1 systems.Many states have centrally organized their PSAPs to conduct state-wide NG9-1-1upgrades, while others choose to purchase upgrades on a PSAP-by-PSAP basis or throughregional coalitions. Often, states implement NG9-1-1 incrementally, based on their abilityto fund deployments. As standards have become clearer, significant momentum is beingseen in the number of statewide and local NG9-1-1 RFPs.Frost & Sullivan estimates NG9-1-1 market penetration, based on the percentage of theUS population covered by closed NG9-1-1 contracts, to grow from approximately 48.0% atyear-end 2019 to approximately 84.5% by year end 2025Exhibit 3.0NG9-1-1 Market Penetration Forecast (2018-2025)Source: Frost & SullivanIn this environment, AT&T has secured primary NG9-1-1 contracts in the following states:Connecticut, Indiana, Kansas, Maryland, North Carolina, Tennessee, Texas, Virginia, andthe District of Colombia. AT&T’s progress with existing deployments, coupled with thecompany’s momentum in capturing new contracts, is a testament to the customerpurchase experience. Frost & Sullivan research indicates customers are asserting apositive experience with the deployment process, and feel they have purchased a solutionthat addresses their unique NG9-1-1 needs and requirements.Frost & Sullivan believes the next 12 months will be a critical time period for state andlocal 9-1-1 administrators to identify and secure the appropriate partners for NG9-1-1implementations. The emergence of COVID-19, in particular, has elevated pressure onstates and counties that have not yet initiated NG9-1-1 deployments to accelerate roll Frost & Sullivan 20206“We Accelerate Growth”

BEST PRACTICES RESEARCHouts. In this environment Frost & Sullivan believes AT&T is particularly well positioned toexpand its current market leadership positioned and accelerate growth in the NG9-1-1market.ConclusionAdvancements with next-generation networks and devices have led to a dramatically morediverse set of consumer communication exchanges, including text, data, photos, andvideo. In this environment, AT&T’s NG9-1-1 solution equips PSAPs with the tools totransform the way citizens and public safety entities report, react, and respond toemergency situations, ultimately, leading to safer, smarter and stronger communities.With its strong overall performance, AT&T has achieved a leadership position in the NextGeneration NG9-1-1 market with a share of 30.8% at year end 2019, and Frost & Sullivanis proud to bestow AT&T with the Market Leadership Award in NG9-1-1. Frost & Sullivan 20207“We Accelerate Growth”

BEST PRACTICES RESEARCHSignificance of Market LeadershipUltimately, growth in any organization depends on customers purchasing from a company,and then making the decision to return time and again. Loyal customers become brandadvocates, brand advocates recruit new customers, and the company grows, and thenattains market leadership. To achieve and maintain market leadership, an organizationmust strive to be best in class in 3 key areas: understanding demand, nurturing thebrand, and differentiating from the competition.Understanding Market LeadershipDriving demand, strengthening the brand, and differentiating from the competition all playcritical roles in a company’s path to market leadership. This three-fold focus, however, isonly the beginning of the journey and must be complemented by an equally rigorous focuson the customer experience. Organizations that demonstrate best practices, therefore,commit to the customer at each stage of the buying cycle and continue to nurture therelationship once the customer has made a purchase. In this way, they build a loyal, evergrowing customer base and methodically add to their market share. Frost & Sullivan 20208“We Accelerate Growth”

BEST PRACTICES RESEARCHKey Performance CriteriaFor the Market Leadership Award, Frost & Sullivan Analysts focused on specific criteria todetermine the areas of performance excellence that led to the company’s leadershipposition. The criteria include (although are not limited to) the following:CriterionGrowth Strategy ExcellenceRequirementThere is a demonstrated ability to consistently identify,prioritize, and pursue emerging growth opportunities.Processes support the efficient and consistentImplementation Excellenceimplementation of tactics designed to support thestrategy.Brand StrengthThe brand is respected, recognized, and remembered.The product or service receives high marks forProduct Qualityperformance, functionality, and reliability at every stageof the life cycle.The product or service has carved out a market niche,Product Differentiationwhether based on price, quality, or uniqueness ofoffering (or some combination of the three) that anothercompany cannot easily duplicate.There is a commitment to incorporating leading-edgeTechnology Leveragetechnologies into product offerings for greater productperformance and value.Price/Performance ValueProducts or services offer the best value for the price,compared to similar offerings in the market.Customers feel they are buying the optimal solution thatCustomer Purchase Experienceaddresses both their unique needs and their uniqueconstraints.Customers are proud to own the company’s product orCustomer Ownership Experienceservice, and have a positive experience throughout thelife of the product or service.Customer Service Experience Frost & Sullivan 2020Customer service is accessible, fast, stress-free, and ofhigh quality.9“We Accelerate Growth”

BEST PRACTICES RESEARCHBest Practices Recognition: 10 Steps to Researching,Identifying, and Recognizing Best PracticesFrost & Sullivan analysts follow a 10-step process to evaluate award candidates and assess their fitwith best practices criteria. The reputation and integrity of the awards are based on close adherenceto this process.STEPOBJECTIVEKEY ACTIVITIESOUTPUTIdentify award recipientcandidates from around theworld Conduct in-depth industryresearch Identify emerging industries Scan multiple regionsPipeline of candidates thatpotentially meet all bestpractices criteriaPerform comprehensive,360-degree research on allcandidates in the pipeline Interview thought leadersand industry practitioners Assess candidates’ fit withbest practices criteria Rank all candidatesMatrix positioning of allcandidates’ performancerelative to one anotherPerform in-depthexamination of all candidates Confirm best practicescriteria Examine eligibility of allcandidates Identify any information gapsDetailed profiles of allranked candidates1Monitor,target, andscreen2Perform360-degreeresearch3Invite thoughtleadership inbest practices4InitiateresearchdirectorreviewConduct an unbiasedevaluation of all candidateprofiles Brainstorm ranking options Invite multiple perspectiveson candidates’ performance Update candidate profilesFinal prioritization of alleligible candidates andcompanion best practicespositioning paperAssemblepanel ofPresent findings to an expertpanel of industry thoughtleaders Share findings Strengthen cases forcandidate eligibility Prioritize candidatesRefined list of prioritizedaward candidatesBuild consensus on awardcandidates’ eligibility Hold global team meeting toreview all candidates Pressure-test fit with criteria Confirm inclusion of alleligible candidatesFinal list of eligible awardcandidates, representingsuccess stories worldwideDevelop official awardconsideration materials Perform final performancebenchmarking activities Write nominations Perform quality reviewHigh-quality, accurate, andcreative presentation ofnominees’ successesFinalize the selection of thebest practices awardrecipient Review analysis with panel Build consensus Select recipientDecision on which companyperforms best against allbest practices criteriaInform award recipient ofaward recognition Announce award to the CEO Inspire the organization forcontinued success Celebrate the recipient’sperformanceAnnouncement of awardand plan for how recipientcan use the award toenhance the brandUpon licensing, company isable to share award newswith stakeholders andcustomers Coordinate media outreach Design a marketing plan Assess award’s role instrategic planningWidespread awareness ofrecipient’s award statusamong investors, mediapersonnel, and employees5 mquality check8Reconnectwith panel ofindustryexperts9Communicaterecognition10Take strategicaction Frost & Sullivan 202010“We Accelerate Growth”

BEST PRACTICES RESEARCHThe Intersection between 360-Degree Research and BestPractices AwardsResearch MethodologyFrost & Sullivan’s 360-degree researchmethodologyrepresentsthe360-DEGREE RESEARCH: SEEING ORDER INTHE CHAOSanalyticalrigor of the research process. It offers a360-degree-view of industry challenges,trends, and issues by integrating all 7 ofFrost & Sullivan's research ment,resulting in errors of both omission andcommission. Successful growth strategiesare founded on a thorough understandingof market, technical, economic, financial,customer, best practices, and demographicanalyses. The integration of these researchdisciplines into the 360-degree benchmarkingindustryparticipants and for identifying those performing at best-in-class levels.About Frost & SullivanFrost & Sullivan, the Growth Partnership Company, helps clients accelerate growth andachieve best-in-class positions in growth, innovation and leadership. The company'sGrowth Partnership Service provides the CEO and the CEO's growth team with egeneration,evaluationandimplementation of powerful growth strategies. Frost & Sullivan leverages nearly 60 yearsof experience in partnering with Global 1000 companies, emerging businesses, and theinvestment community from 45 offices on 6 continents. To join Frost & Sullivan’s GrowthPartnership, visit http://www.frost.com. Frost & Sullivan 202011“We Accelerate Growth”

Frost & Sullivan research indicates AT&T was the leading NG9-1-1 primary Emergency IP Network (ESInet) and next generation core services provider in the United States at year end 2019 with approximately 30.6% market share. Exhibit 1.0 NG9-1-1 Primary Contract Holders Market Share (YE 2019) Source: Frost & Sullivan

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