Page 55 - CCMWS - Cisco and Citrix Mobile Work Space

Supporting Notes

• The BMC is not an organizational chart that shows hierarchies or reporting lines, but explains the main steps to create value within a company. However,
behind the value chain a company has established processes to manage value creation – processes are the building blocks of any value chain. Having an
overview over an individual BMC and value chain is the starting point for the AM to dig deeper working out the core process of a specific customer.

• According to the BMC, value is being created if either the cost of operations can be reduced or the outcome can be increased. Technology offers the power
to enhance the core process of a company and may have huge impact on the value creation – it may help to reduce operational costs and to increase
revenues. The full potential of technology in a particular company can be evaluated only if AM will deeply investigate the main processes and talk to the
responsible managers or “business process owners”.

• Coming from the business model, attendees have a better understanding of what additional stakeholders may be approached in order to position UCS.
These stakeholders may be responsible or influenced by a (changed) business process and can support/fund our project. They need to be added to the
buying center and to be analyzed in the following workshop.