These are turbulent times. Past practices and principles are no guarantee for future success. This presentation proposes 15 new rules of engagement.

1. NEW TIMES NEED NEW THINKING Sam Swaminathan

4. The Future is the Web

6. Visioning the Future…. • Limited number of full service telecommunications companies slug it out for market share. • Demand is mainly for basic voice and data services • With little market growth, focus for telcos is on cost cutting and conservative capital investment. Proliferation of small niche focused carriers and retailers in an open deregulated market. • Demand for advanced products and services fails to materialise. • Fierce price competition pushes network services towards commodity status Open deregulated industry with many competitors. • Explosive demand for convergent products and services breaks down industry boundaries • Cross industry alliances formed to provide high value packaged solutions. • Consolidated industry dominated by a limited number of very large integrated Convergent companies. • Strong growth in demand for value added services and sophisticated content. • Partnerships with government to achieve public policy goals.

9. BIG SCIENCE – 1900s : 1950s MARKETING – 1950s : 1990s INNOVATION – 2000 - Leaping again and again against precedent The Evolution of Business

11. Sam’s Rules of Engagement

12. Sam’s Rules of Engagement 1. Dare to Dream and Do

17. Sam’s Rules of Engagement 2. Know that time has shrunk

23. Sam’s Rules of Engagement 3. Know that the scale of everything has changed

30. WORD OF MOUSE Sam’s Rules of Engagement

32. Sam’s Rules of Engagement 4. Recognize that we live in a time of abundance, not scarcity

34. FORTUNE 500 Rank Company Revenues ($ millions) Profits ($ millions) 1 Wal-Mart Stores 378,799 [351,139] 12,731 [11,284] 2 Exxon Mobil 372,824 40,610 3 Chevron 210,783 18,688 4 General Motors 182,347 -38,732 5 ConocoPhillips 178,558 11,891 6 General Electric 176,656 22,208 7 Ford Motor 172,468 -2,723 8 Citigroup 159,229 3,617 9 Bank of America Corp. 119,190 14,982 10 AT&T 118,928 11,951 11 Berkshire Hathaway 118,245 13,213 12 J.P. Morgan Chase & Co. 116,353 15,365 13 American International Group 110,064 6,200 14 Hewlett-Packard 104,286 7,264 15 International Business Machines 98,786 10,418 16 Valero Energy 96,758 5,234 17 Verizon Communications 93,775 5,521 18 McKesson 93,574 913 19 Cardinal Health 88,364 1,931 20 Goldman Sachs Group 87,968 11,599

36. NEW YORK : The 27-storey skyscraper being built in Mumbai by Mukesh Ambani, the richest person in India, could be the world's largest and costliest home with a price-tag nearing two billion dollar, according to Forbes magazine. "When the Ambani residence is finished in January, completing a four-year process, it will be 550 feet high with 4,00,000 square feet of interior space," Forbes said in a report on its website.

39. Sam’s Rules of Engagement 5. Know that your business is under relentless attack

40. “ Mr. Watson -- come here -- I want to see you” - March 10, 1876

43. Sam’s Rules of Engagement 6. Admit that what you know today will be worthless tomorrow

45. The essence of industrial might

46. Today’s unlikely Gurus Michael Furdyk [18] & Jennifer Corriero [20]

49. Sam’s Rules of Engagement 7. Forget about being in control

50. Sam’s Rules of Engagement From Span of Control to Span of Influence Cooperation Collaboration Conjugation DEMOCRATIZATION

51. Sam’s Rules of Engagement LEADER = Mentor Coach Teacher Cheer Leader

52. Sam’s Rules of Engagement 8. Expect the unexpected

65. The Network Is The Future