CSP Solution Generation Campaign 2012

Name of the Solution:

Field Service Management

Solution Owners (with IDs): RITESH UPADHYAYA (259020)

Gaurav (262403)
SBU: (CRM/MDM/BPM/Cloud) CRM

Contents

General Instructions
Market Context
Solution Detail
Competitive Landscape
Implementation Plan
Financials
SWOT Analysis

| 2012, Cognizant

General instructions
Points to Note
This template details the solution that you had last submitted, hence please adhere to the original
Solution Idea.
Fonts in Dark Green imply questions asked in the previous round of submission in some form. These
responses will again need to be provided in this current template. You can copy and modify (if
required) responses from the previous submission.
Many of the questions will require you / your team to research or verify from the account teams.
Please provide validated information stating the source.
You can use additional slides to elaborate your answer where it is so indicated.
Rename the filled in template as CSP2015_2012_1_CrossSBU_<<Solution Name>> and email it
to us at: csp2015pmo@cognizant.com

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Market Context

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Business Need
Elaborate the business need and its criticality that this solution is looking to address.
High service quality drives a better customer experience and becomes the basis of building a trustworthy brand image
in the markets. Effective & efficient field service capability provides long term benefits to companies that have a high
customer facing component to their business. Our FSM solution is based on the need to serve the customer better in
todays competitive market
Field service management (FSM) is an attempt to
- Schedule
- Optimize and then
- Dispatch
for service processes and information needed by companies who send teams of technicians or other staff "into
the field" (out of the office). Since manual assignment involves multiple scheduling and dispatching of technicians
to different locations, optimization is challenge for the companies due to increased operational cost . FSM is a boon
for the companies who need to manage installs, service or repairs of systems or equipment with the help of
automatic allocation of the appropriate field resource based on the skill set and location

Understanding the Lifecycle of the Field Service Management and the involvement of the Field Service Reps for
contributing to the Field Service Cycle.
The generation of the Service Request associated to various Accounts, based on various Agreements and
Entitlements
with the Assets.
Based on the business flow, this would demonstrate the Field Service involving Order Generation, Invoicing and
the
Payments.
* Please use additional slides if you need
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Business Need
What is the frequency of occurrence of the problem? (continuous, recurring like monthly, quarterly, halfyearly, occasional, rarely)
FSM is a critical business functionality needed by any Manufacturing industries which deals with immovable
products / services eg: Desktop, Printer, Digital cable Wires, CT Scan Machine, Life Saving Equipments, etc,
Currently CRMOD doesn't have the FSM module as out of the box. Hence the need of this accelerator aroused..
Occurrence of the problem depends on business size and industry but usually the frequency would be estimated on a
daily basis.
Company would assign FSE based upon his availability , skills and location. who would be travelling to the client
location in order to resolve the problem. FSM solution on CRMOD platform provides all the extensive feature for
field service management.
Best suited for Industry looking for Cloud based mobility solution.

* Please use additional slides if you need

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Target Market
What is the target (Solution Addressable) market where this need is felt?
One of the key factors contributing to this market growth is the increasing need to drive workforce productivity. The
Global Field Service Management market has also been witnessing potential growth from the Small and Medium
sized Businesses segment.
Emerging demand from America, APAC and EMEA regions .
The target market for this solution is the complete set of Industries which manufactures and sells their product . All
the Electronics Industry, Home Appliance Industry and Medical Industries needs this functionality to better manage
their workforce and process in order to serve the customer.
The target customer among existing Cognizant's client are as follow
Ingersoll Rand
St Jude Medical
Johnson & Johnson
The Target marked is not only limited to CRMOD but it can be expanded to any other SaaS platforms depending
upon the feasibility.
What is the target market size where this need is felt?
Gartner research puts the revenue for packaged field service dispatch and workforce management software
applications, not including service revenue, at approximately to $325 million by 2012. Moreover, market
penetration for field service applications has reached 20% of the addressable market.
* Please use additional slides if you need
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Target Market
Much of the growth has been on the low end of the market for low-cost functionality, such as job costing. Thus, high end of
this market is still up for the grabs. Out of the above figure, 50% of the market is associated with packaged CRM vendors
and cloud based CRM vendors account for almost 30% of that market share. Extrapolating the same figures to FSM , as
FSM is a part of CRM, the potential market size, thus for cloud based FSM, is $49 million. Out of the 30%, SalesForce.com
and Microsoft CRM on Demand account for almost 25%. Thus on conservative side, the potential market capture for our
solution would be almost 5%. Thus , more realistic market size would be $8 million.
The graph below depicts the growth of realistic market size over the period of 6 years.
Conservative Market Size (in million $)
M
a
r
k
e
t
S
i
z
e

10.00
9.00
8.00
7.007.50
6.00
5.00
4.00
3.00
2.00
1.00
0.00
2010

8.77

7.80

8.44

9.12

8.11

2011

2012

2013 (est.)

2014 (est.)

2015 (est.)

Year
Note: Market Penetration for all the years is taken to be 20% for all the years. The CAGR growth of addressable
market is taken as 4% ( see question 5). Conservative market share for our is taken as 5% of the packaged CRM share
for all the years.

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Target Market
The graph below depicts the growth of optimistic market size over the period of 6 years.
Optimistic Market Size (in million $)
M
a
r
k
e
t
S
i
z
e

60.00
50.00
40.00
45.00

52.64

46.80

50.62

54.75

48.67

2011

2012

2013 (est.)

2014 (est.)

2015 (est.)

30.00
20.00
10.00
0.00
2010

Year
Note: Market Penetration for all the years is taken to be 20% for all the years. The CAGR growth of addressable market is taken as 4% ( see
question 5). Optimistic market share for our is taken as 30% of the packaged CRM share for all the years.

The potential industries for this solution are :

Medical Equipment Industry

Electronic Industry
Digital Cable Industry
Telecommunication
Home Appliance Industry

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Target Market
Each industry may have different set of process and captures different information. Thus, solution would focus on the
common model which can be later leveraged to meet / fit to customers specific requirements. Currently, the solution owner
team has received Business requirements from Health Care clients.
Please mention separately the Compound Annual Growth Rate (CAGR) of this market or provide any
information indicating the growth of this market
4% (325 million in 2012, 300 million in 2010)
Please highlight the impact of any future macro/industry trend (if applicable) on the target market.
Four trends continue to drive changes in the field service market: an increased focus on workforce optimization improve
service quality levels, a move to more flexible software models (for example, software as a service or cloud), and wireless
mobility.
Following are the four critical areas
A customer management capability that includes account, selling, technical support and customer porta
End-to-end parts management
Dispatching and workforce optimization
Integrated mobile enterprise applications

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Target Market
Following are some of the strategic considerations:

Accelerated business demand to improve field service execution will favor two types of software suppliers: those with
multiple application components and an underlying process design tool, and best-of-breed vendors with strong
functionality, whose software is service-oriented architecture (SOA)-compliant or delivered using a software as a
service (SaaS) model. These capabilities enable best-of-breed vendors to fit logically into, and more readily integrate
with, a service management suite.
By 2013, the percentage of technicians with wireless access to a formal packaged field service management (FSM)
solution in a large enterprise will increase from 28% in 2011 to 50%
By 2013, 25% of new application components (for example, workforce optimization, technician portals and asset
monitoring) will be sold as SaaS subscription models, rather than bought and deployed on premises.
Mapping, field service fleet routing and fleet management will be integrated, essential packages for field service
organizations by 2012.
The addition of CRM functionality (sales, marketing and customer service) to field service solutions will be used as a
way to enable field service technicians to capture sales leads, configure orders and market while on-site. The ability to
deliver these capabilities through mobile devices is critical.
Vendors will be forced to dramatically expand capabilities in the area of field service analytics to optimize the use of
service parts and adhere to service-level agreements (SLAs).
Last but not the least, there can be impending threat of Oracle Fusion CRM in future. Currently, the product, which
also works on cloud mechanism, is in nascent stage and offers no clarity in terms of the development and maturity
timeline. However, this product, which is based on public cloud concept, may very well pull the market share towards
itself.

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Problem Criticality
What do you think is the criticality of the problem give specific pointers if the business need is felt in the
core operations (in the industry) or if there are any workarounds available?
The problem is highly critical.
Let us again consider a scenario where a Customer calls up to the call center or the product vendor and raises a service
request saying their product is not working or it has some technical issues.

Based on the severity and type of request it needs to be assigned to a skilled resource.
If the solution is not tedious it may be resolved on the call itself and then the customer may overcome the issue.
Or else the Service Engineer needs to be assigned based on their Skillsets, Location and Availability.
The Service Engineer goes up to the client location and feels that a complete set of spares needs to be installed.
He changes the status of Service Request to In Progress and checks whether the Spares are available in Inventory
and then reports the cost to be incurred/free replacement to the customer.
Then after the issue resolution the service request is closed.
Immediately when he is free a new task/service request could be assigned to him.
In order to have all these details handy and also the track the status of Service Request on the go we need an appropriate
solution/tool which could capture all the client (contact ) information along with the type of service provided to them, their
contracts/agreements, the invoices generated for the spares supplied etc. With the help of CRM On Demand specially the
customized Mobility Solutions all these solutions could be achieved and at ease.

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Solution Detail

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Functional Architecture
ACCOUNT

SR Assignment
and Object
Ownership

ACTIVITY and APPOINTMENTS

CONTACT
ASSET

EMPLOYEES

Warranty
AGREEMENT
ENTITLEMENT
SOLUTION

SERVICE REQUEST
Shipping
ORDER

SERVICE
INVENTORY

Order Line Items

INVOICE
View Access to the Records

PAYMENTS
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* Please use additional slides if you need

Accommodated using PlaceHolders in the Object itself

Detailed Functionality Description

Module / Functionality Name

Detailed Description (mention whether it is manual step / system integrated /

E2E process flow)

Service Scheduling

It is a semi automated process where system associate Asset, Contacts,

Entitlement and Agreements details relevant to account for which Service request
has been raised.

Workforce Management

Automatic assignment of Service Engineer based upon the Availability, Skill Set
and Location

Knowledge Database

FSE can refer to solution database in order to resolve the service request on the
first call thus reducing the resolution time in order to provide greater customer
satisfaction.

Order and Invoice Management

Facility to generate the orders for all the types of services like paid, free ,
replacement, annual maintenance etc but Invoice generation happens for new
and paid services.

Payment Management

Captures all the payment details made against the invoice

Mobility Solution for FSE

FSE will have the privilege to connect to Oracle CRM On Demand while they are on
the field. This would not only help them to get the relevant account details but
also to update Service Request and its relevant information's.

* Please use additional slides if you need

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Solution Architecture
Architecture diagram (clearly highlighting the technical components of the solution).

Solution
Accounts
Contacts
Assets
Entitlement
Order

Web Services

Service
Request

Internet

SOAP/HTTPS

Warranty
Invoice and
Payments

* Please use additional slides if you need

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End Users for I Pad

and Mobiles
Used for Mobility Solution

Data sync up from Mobile/ I Pad to CRMOD

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Fusion Middleware

Data flow from CRMOD to Mobile/ I Pad

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Solution Deployment Options

Describe how the solution will be deployed On-premise / Cloud / Hosted. Your solutions can leverage
one or more of the above deployment options
For solutions to be deployed in Cloud, mention whether it will be a multi-tenant / single tenant
format.
If there are multiple components of the solution which need to be deployed separately (example:
some components On-premise, some on Cloud of the same solution), please mention accordingly.
On Demand is a hosted cloud based CRM product. The key features of CRMOD are as follow :

Hosted Product
Support Single / Multi Tenant Environment
User Based License Fee
Effective Business Analytics
Customizable
Seamless Integration with Legacy System

FSM on CRMOD platform can be hosted as Single or Multi- Tenant Or At Customer based upon the business size .

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Solution Details
What is the format of the end product, on which you are planning to create I.P. (code-base, executable
files, service, frame-work etc.)?
For solutions to be deployed in Cloud, mention whether it will be a multi-tenant / single tenant
format.
If there are multiple components of the solution which need to be deployed separately (example:
some components On-premise, some on Cloud of the same solution), please mention accordingly.
FSM would be Implemented by configuring the standard as well as custom objects.
Configuration includes

Creation of User , Roles and their Access Profiles.

Creation of Business fields , Page Layouts , Search Layouts and Homepage Layouts.
Business Validation and Real Time Workflows to support the functionality.
Book of Business to provide segregation of records county wise / region wise for further data privacy.

Some of the module , functionality would be deployed at Client Side Extension.

Developing Effective Business Analytics (Real Time and Historical Reporting)
Migrated to any of the Customer environment using On Demand Migration Tool.
Scope to customize the solution based on clients specific business requirements.
Based on the Role of the Key Users (Field Service Reps) how it will be experience in the Application.
Can be hosted as Single or Multi Tenant environment based upon the business size.
* Please use additional slides if you need
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Solution Details
Detail the following
Scalability of the solution

Solution can be customized based on specific clients business requirement.

Customized FSM with Mobility solution can be extensively leveraged.
Extending the module to Fusion CRM.
Adaptability of the process by other CRM products..
CRMOD is scalable to any size depending upon the business size and number of users.

Rational for Selection of technology platform/Product.

CRMOD is a hosted cloud based solution.
Captures 15% of Global CRM Market.
Best Suitable for Small and Mid Sized Companies.
Effective Business Analytics, flexibility to scale, future roadway to Fusion CRM
User Based License Fee
Is there a POC / prototype available of the solution? If so, has this POC generated any interest or
consideration with customer?
Prototype of this solution exist with 70% of the FSM configuration and 20% of the Mobility Solution completed.
Prototype has been demonstrated and appreciated by the client.
* Please use additional slides if you need
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Competitive Landscape

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Competitive Landscape
Is your proposed solution original / unique? Comment on the scenario below that best fits your solution.
None of the SaaS CRM has FSM as out of box functionality.
None of the competitor has built customized FSM so far
Target market is the industry which want to use Mobility FSM hosted cloud based solution.
Our Solution is an unique combination of FSM functionality along with CRM module. However, if any company already

has existing CRM, they can purchase the FSM standalone solution ( provided, it integrates properly with existing CRM
system ) and thus in this scenario, these FSM standalone companies can become our competitors. So basically,
although we are providing the unique solution but we can loose our competitive advantage if situation like above comes
to existence.
Existing CRMOD users who want to have FSM as extensive features can easily use our solution Hassel free.
Less Implementation cost and time,
Scalability to leverage it to Fusion CRM
Boosted by Oracles brand image and geographically spread of clients

* Please use additional slides if you need

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Competitive Landscape

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Competitive Landscape

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Implementation Plan

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Solution Development Plan

Please provide the time-line break-up covering the different stages of solution/product development (A
high level timeline is indicated below. Provide indicative timelines for the various phases. If required, you can edit
and add details to the various phases)
Mention any release plans that may be a part of the solution plan. (It is recommended to have a pilot
release before the solution/product is formerly marketed)

Requirements
Gathering

Release 1

Release 2

Design

2 Weeks

2 Weeks

Development &
Prototyping
Testing

4 Weeks

1 Week
2 Weeks

2 Weeks
Implementation
& Roll Out

Improvisation &
Patch Release

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* Please use additional slides if you need. You can use

attachment(s) to detail this response.

Organization Support Required

Clearly state the organizational support (skill-sets, resources, hardware, etc) required for the initiative.
Skill Set required

Business Analyst / Project Lead

On Demand Developer
Java Resource with knowledge of Fusion Middleware
Fusion Middleware Specialists

No of Resources

1
1
2
2

Business Analyst / Project Lead

Web Service (JAVA) Developer
Java -Fusion Middleware Developer
Fusion Middleware Experts

Software
Eclipse
Apache Tomcat
SOAP UI

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GTM Strategy - Partnership Support Required

Indicate if we would absolutely require the product vendor support to sell the solution in the market or
we would be able to sell it independently
If product vendor support is needed for selling the solution, it is recommended that discussion
about the solution be initiated with the product company to leverage the product vendors sales
channel. Please indicate if it has been initiated.
We would require product vendor i.e. Oracles product brand image and its vast client size to promote our FSM
solution for the new customers.
Simultaneously Solution demonstration would be given to our existing clients and future prospect .
This Solution could be easily leveraged to Fusion CRM or other SaaS models.
We have already initiated and explained the need and business benefit of solution to Oracle.

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GTM Strategy - Customer Acquisition Plan

Who will be your anchor customer(s)? Provide details on the anchor client(s).

Anchor customers who had showed interest in our solution are existing cognizant clients. They are
Ingersoll Rand
Ingersoll Rand is a $14 billion global diversified industrial company, driven by employees who are proud
to offer products and solutions that people use every day, to create a positive impact in their world. Driven by a 100year-old tradition of technological innovation, enable companies and their customers to create progress.
St. Jude Medical
St. Jude Medical develops medical technology and services that focus on putting more control into the
hands of those who treat cardiac, neurological and chronic pain patients worldwide. The company is dedicated to
advancing the practice of medicine by reducing risk wherever possible and contributing to successful outcomes for
every patient. St. Jude Medical is headquartered in St. Paul, Minnesota and has four major focus areas that include:
cardiac rhythm management, atrial fibrillation, cardiovascular and neuromodulation
Johnson & Johnson
Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged
goods manufacturer founded in 1886. Its common stock is a component of the Dow Jones Industrial Average and the
company is listed among the Fortune 500.

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Financials

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Costing
Please provide details of the effort break-up and approximate costs to be incurred for developing the
solution.
Also please indicate any future investments required to help the product maintain/increase its
market share.

Pricing and
Costing sheet

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Pricing
Please high-light the revenue / pricing model clearly stating the strategies (service
based/transactional/license based)
If it is license/transaction-based please indicate the projected number of licenses / transaction
sales per annum/monthly.

Pricing and
Costing sheet

* Please use additional slides if you need

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SWOT Analysis

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SWOT
Please provide a brief SWOT Analysis of the solution

Strengths

Service Scheduling : A semi automated process where system associate Asset, Contacts, Entitlement and
Agreements details relevant to account for which Service request has been raised thus resulting in speedy execution

Service Escalation : Two levels of service escalation to achieve greater customer satisfaction and speed up
service
resolution.

Workforce Management : Automatic assignment of Service Engineer based upon Availability, Skill Set and
Location
thus reducing the allocation time.

Mobility Solution for FSE : FSE will have the privilege to connect to Oracle CRM On Demand while they are on the
field. This would not only help them to get the relevant account details but also to update Service Request and its
relevant information's resulting in speedy execution ,reduced resolution time and high productivity.

Knowledge Database : Availability of solution database in order to resolve the service request on the first call thus
reducing the resolution time and costs involved.

Order Management : Facility to generate the orders for all the types of services like paid, free , replacement, annual
maintenance along with Invoice generation thus acting as a one stop solution for different types of service.

Effective Business Analytics on Hosted Cloud Platform : Provision to analyze the business with 360 degree view
via Real Time and Historical Reporting for better forecasting and trapping the new opportunities.

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SWOT
Please provide a brief SWOT Analysis of the solution

Weakness

Viable on CRMOD Platform : Initially solution would be available for CRMOD platform. Later
it
will be leveraged to Fusion CRM. However, it is not certain that this can also be leveraged on
other platforms.

Suitable for Small and Mid sized companies : Hosted Cloud based solution is usually
preferred by Small and Mid sized Companies as these companies are primarily interested in
SaaS solutions to reduce costs.

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SWOT
Please provide a brief SWOT Analysis of the solution

Opportunity

Market Potential : According to Gartner report FSM global market would touch the figure of
US $375 Million by 2015.

Demand from Existing Client : Business Requirement have been received from Healthcare clients

Business Model of many Industry : Existing market to tap the opportunity from different industries
like Electronic , Medical Equipment, Digital Cable and Telecommunication and Manufacturing.

Regional Demand : Emerging demand from America, APAC and EMEA regions .
Scalability to Fusion CRM : In future it will be scaled to Fusion CRM to meet clients specific
requirements

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SWOT
Please provide a brief SWOT Analysis of the solution

Threats

FSM as Out of Box Functionality : Future Release of FSM as Out of Box Functionality by its SaaS
CRM Competitors

Innovative Customized Solution by Niche Players : Necessity is the driver for any innovation.
Boutique vendor may come up with the extensive features.

Technology Shift: Every business or technology has to undergo one whole business cycle. New
technology shift / up gradation or new emerging product is the biggest challenge

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Thank You

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