CURRICULUM VITAE GERARD JERRY POWER

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1 Gerard ( Jerry ) Power jerry.power@marshall.usc.edu CURRICULUM VITAE GERARD JERRY POWER EXPERIENCE Restructured an ad-hoc industry consortium to an structured organization that serves its member companies with professional grade experiences that augment internal resources. This effort included an expansion program that incorporated ancillary resources into the core capabilities. Created new programs/projects to increase focus on international trends, Internet of Things, Big-Data, 5G, and more. Started events with high profile partners like Variety Magazine and World Economic Forum thereby increasing value for existing customers and expanding opportunities for new customers. Built collaborative teams from disparate backgrounds and managed their efforts to successfully attack problems of greater magnitude than would be possible if team members operated alone. A steadfast focus on results that 1) exceed expectations, and 2) push the knowledge envelope has served to ensure high quality team output. Worked with subcontractors, teams, standards committees, research groups, and affiliates/partners where it was essential to bring groups with differing objectives to a consensus view on specific deliverables. For example, managed a group of competing companies as chairman of MDTVA (Mobile Digital TV Alliance) marketing committee in order to develop a common view of market requirements and an industry accepted view of market demand. Utilized qualitative tools such as expert interviews, focus groups, ethnographies, and diaries to understand problems and then implement statistically significant quantitative survey techniques to drive innovative market research. These same market research tools can also be used to measure customer satisfaction and effectiveness of marketing programs. Educated diverse groups including salespeople, customers, analyst/press, and the industry at large on evolving market behaviors. Used presentation opportunities to make complicated issues easy to understand and remember using case-studies, story-telling, scenarios, and other presentation techniques. Employed strategic thinking to consider the impact of new technology on the market because both direct and indirect issues need to be examined. Growth in one market often causes a decline in another market; indirect effects are often overlooked and often require creative testing of the assumptions that underlie most hypotheses. GERARD JERRY POWER CURRICULUM VITAE Page 1

2 Solved fundamental problems by taking a structured and rigorous approach to root-cause issues. Problem statements are decomposed into component issues and each component is abstracted and then solved independently with an appropriate technique. The results are then assembled and considered in context to solve the original issue. Managed the Alcatel-Lucent global market research budget. Internal spending proposals and the resulting work product are evaluated for effectiveness. Understands how to communicate with corporate sponsors in order to obtain the needed CTM project approvals. Expanded marketing outreach programs to increase awareness of program activities. Outreach programs need to be multifaceted; used webinars, video (long and short form), external and ALU internal speaking events, white papers, intranet/internet distribution, push campaigns, and direct interaction to increase program demand/interest. Researched and developed new business models to evaluate potential new services, their impact to overall revenue sources, their implications to existing cost structures, and ecosystem impacts to the larger market framework. CAREER MILESTONES UNIVERSITY OF SOUTHERN CALIFORNIA - LOS ANGELES CA 2014-present Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and pathbreaking research. Located in the heart of Los Angeles, one of the world's leading business centers, CTM is a USC Center of Excellence that is devoted to research and education to help the networked digital industry and its customers grow and prosper. CTM's focus on telecom as a business, not just a set of technologies, makes it a unique resource, and this focus has been the Center's central theme since its founding in Today, CTM is recognized as having the highest quality for middle and senior management, whose lessons are presented by the best minds in the industry. CTM's research programs provide insights into the critical question of how to link customer needs and technology. Notable projects include the following: Digital Home; An annual survey of more than households in the US and Canada to examine how people use technology in their home, what motivates their behavior, and a baseline of consumer expectations. Mobile Life: An annual survey of more that consumers in the US and Canada to examine what technologies people avail them of when they are away from home and in different alternative locations. This effort includes a longitudinal study that follows targeted families as their needs evolve over time. International Life: This survey looks at mobile consumption outside the US/Canada. IOT Adoption: The concept of IOT is expected to redefine our understanding of networking as increasingly intelligent devices gain access to the network. Early work is focused on GERARD JERRY POWER CURRICULUM VITAE Page 2

3 understanding adoption rate of IOT concepts is key industries and will expand to consider impacts on traffic volumes and network performance. Future of Media: This project strives to characterize and predict the impact to media consumption as new entrants and new technologies are injected to the system. Focal areas have considered the impact of new business models, changes to advertising funding models, and more. Business-Technology. This projects examines business adoption of technology and seeks to understand the business cultural/process issues that work together to limit the return on technology investments in a business environment. Technology benefits can be maximized if the corporate culture has been shaped for positive reception and this study seeks to provide those rules-of engagement that drive bottom line business benefit. Other Notable activities: Big Data in Entertainment Summit: CTM works with Variety and PwC to operate the Big Data in Entertainment Summit that seeks to provide guidance to the entertainment industry as to how big data is fundamentally changing the way that industry works. Student/Faculty Activation: Corporations can benefit from student efforts and students can lean by being exposed to real-world corporate exercises. Notable activities include student run primary research exercises to examine cord-cutting and mobile advertising receptiveness among millennials. Students have also been exposed to studio revenue data in an effort to create revenue forecast models that performed better than commercial systems. Faculty lead research efforts examine use of critic data to dynamically manage media marketing efforts. IOT ecosystem development: Universities and Cities have pursued IOT deployments as serialized application specific deployments which misses the potential to derive opex/capex cost savings through the use of platform concepts. An interdisciplinary team has been formed to develop application independent intelligent IOT (I 3 ) data consolidation platform that is capable of supporting an increasing complex matrix of IOT devices and applications. Focus has been on creating a system that supports fine grained support of privacy, security, trust, incentives, and curation business concepts in an open and distributable platform. Created an multi-stakeholder consortium to realize a vision that has the potential to reshape legacy ecosystem thinking. Executive Director of Institute for Communications Technology Management Assistant Professor of Clinical Marketing Oversee the Institute for Communications Technology Management (CTM) within USC s Marshall School of Business. CTM is a consortium funded research group that looks at the intersection between communications, media, and technology sectors. It examines trends within these areas with a special emphasis being placed on the ways these sectors influence the evolution of these colliding markets. The CTM consortium includes companies such as Alcatel-Lucent, Arris, ATT, CBC, CenturyLink, Cisco, Deloitte and Touche, Disney, Ericsson, Fox, Oglivy, PwC, Qualcomm, Rovi, Segate, Suddenlink, TDS, Telus, Verizon, and Warner Brothers. ALCATEL-LUCENT - PLANO, TX GERARD JERRY POWER CURRICULUM VITAE Page 3

4 With annual revenues approaching $19B, Alcatel-Lucent is a trusted supplier to service providers, enterprises, strategic industries, and governments around the world. Through dedication to process, efficiency, and proactive behavior, revenues in the Americas has grown by more than 16% CAGR over the last three years. Vice President of Global Strategic Marketing 2012 Present Vice President of Americas Strategic Marketing Position reports to Chief Marketing Officer of the Americas Region. Until 2012, oversaw an organization of six strategists that forecasted trends associated with economics, competition, market, customer, and the customer s customer. At the end of 2012, Alcatel-Lucent converted to a global marketing approach and Jerry was promoted to Senior Vice President of Global Strategic Marketing and the responsibility to lead the 40 person global strategic marketing group and tasked with increasing effectiveness of work product while also improving team efficiency. Changed Primary Research practice from a sales incentive program to a visionary strategic program that provides a foundation for customer interaction. Research concepts were published in The Shift: The Evolving Market, Players, and Business Models in a 2.0 World and Identity Shift: Where Identity Meets Technology in the Networked-community Age. Winner of the 2013 DFW American Marketing Association (AMA) Marketer of the Year (overall winner in all categories) for co-authoring and researching the book, Transforming Business: Big Data, Mobility, and Globalization.. Winner of the 2013 DFW American Marketing Association (AMA) Market Researcher of the year for research on the book. Transforming Business: Big Data, Mobility, and Globalization. Co-author of the 2012 Wiley book Transforming Business: Big Data, Mobility, and Globalization which presented statistically significant market research to show that the most successful companies make extensive use of technology to differentiate themselves from the competition. While there are less successful companies that also attempt to use advanced technologies, the factors that determine whether a company is more or less successful is rooted in their corporate culture. In effect, technology acts as a magnifying glass, allowing companies with a good culture to become great and illuminates that those companies with problematic cultures will struggle to attain a higher return regardless of their technology investment. Winner of the 2012 DFW American Marketing Association (AMA) award for Market Researcher of the year for the Identity Shift program, which demonstrates how these efforts recognized outside the company. Named to Alcatel-Lucent s 2013 Presidents Club in recognition of the contribution Transforming Business has made to Alcatel-Lucent s leadership profile. Established Americas Strategic Marketing team as an Alcatel-Lucent best practice within the company. Alcatel-Lucent Senior Director of Americas Marketing Developed Strategic Planning Process that permitted a shifted strategy from an ad-hoc exercise to a data/method based process that served Management, Sales, and Product Line groups. This process drives deliverables that forms the basis for scenario planning exercises conducted with Sales. GERARD JERRY POWER CURRICULUM VITAE Page 4

5 Expanded the definition of Marketing from a Sales Support function to a direct customer support unit responsible for building dialogue and relationships with customers. Efforts reduced Alcatel- Lucent dependency on external market research and improved response time for internal customers. Spearheaded strategic marketing initiatives to enter North American Wireless Carrier space. Efforts resulted in a dedicated North American Mobile Sales team and Regional Support Center. Group revenues began at $10M (pre-lucent merger) and those efforts allowed the group to grow into what is now a $3B business. Established a continuous improvement process for marketing. This process led to the development of a CALA (Caribbean and Latin America) Sales Seminar that preceded entry into the CALA LTE market and drove the creation of a series of market assessments that could be resold by the services group to fund on-going market research. Director of Strategic Planning Developed complex wire line and wireless market models utilized to forecast market spend to target marketing on high ROI targets. Results were used by Sales to focus sales strategy to high ROI opportunities and to educate customers on new opportunities. Actively participated in various standards bodies. Elected Chairman of Mobile Digital TV Alliance Marketing Committee. Presented mobile video concepts to customers educating them on emerging market trends. Worked to establish internal ISO 9001 practice and led regional product management efforts to earn standards compliance. Internal and external evangelist for IMS and mobile video solutions. Developed and presented to customers and at public forums an average of 36 times per year to grow thought leadership. Director of Product Management Transformed Network Management product line from a cost center to a self-supporting product group. The preexisting product team operated under a business model that was underwritten by other product groups. Turned the group into a self-supporting unit with more than $10M in sales. Developed initial product requirements and provided technical marketing services permitting Alcatel to enter the Digital Cross Connect Market. Grew revenues from $0 (a new product) to more than $1B in annual revenues over a 12 year period. SIEMENS - HAUPPAUGE, NY Product Manager Established the North American Siemens business group by identifying European technology of value in American markets, creating local interest, and driving domestic requirements through the global corporate development process. MOTOROLA - MANSFIELD, MA Engineer GERARD JERRY POWER CURRICULUM VITAE Page 5

6 Responsible for researching and designing new computer network architectures that allowed centralized network systems to evolve to meet the needs of a increasingly distributed world. EDUCATION Master of Science (Computer Science), The Pennsylvania State University, November 1980 Bachelor of Science (Computer Science), The Pennsylvania State University, March 1979 AWARDS AND OTHER ACTIVITIES Author Transforming Business: Big Data, Mobility, and Globalization (ISBN , John Wiley & Sons, 2013) Winner 2013 DFW American Marketing Association Marketer of the Year (overall winner in all categories) recognition for research and authorship of Transforming Business Winner 2013 DFW American Marketing Association Market Researcher of the Year Winner 2013 Alcatel-Lucent s Presidents Club Winner 2012 DFW American Marketing Association Market Researcher of the year for Identity Shift University of Southern California, Acting Board Member, Institute for Communications Technology Management Frequent speaker in front of customers and at trade associations. In 2012 alone, Jerry made 26 external (outside Alcatel-Lucent) presentations to educate customers, industry forums, and business associations on changing market conditions. Established Cub Scout Pack 86. Cubmaster Marketing Chairman Mobile Digital TV Alliance RECENT BOOKS, PROJECTS, and RESEARCH Broadband Services Evolution. Investigated the changing buying behaviors that drive consumer adoption of broadband services. Acted as key architect and team leader. Efforts cover potential for new business models and promotional packaging to disrupt established supplier market positions, satisfaction with existing services, increased level of mobility demanded by consumers, and the increased complexity of the home networking environment. Transforming Business: Big Data, Mobility, and Globalization. Key architect, researcher, and co-author of the book Transforming Business: Big Data, Mobility, and Globalization (ISBN , John Wiley & Sons, 2013.) An extensive examination of corporate use of technology (e.g. big data, cloud, BYOD, mobility), trends in deployment of technology, as well as the technology impact on culture and the resulting influence on the company's ability to derive benefit from these investments. As a result of the research and authorship of the book, Jerry was recognized by the DFW American Marketing Association as the 2013 Marketer of the Year. GERARD JERRY POWER CURRICULUM VITAE Page 6

7 Identity Shift; where Identity Meets Technology in the Networked-Community Age. Key architect, researcher. The Identity Shift investigated how the view of self changes as people adopt a 24/7 online lifestyle. The ethnographic based research discovered the behavior changes that affect our actions in a Networked Age. Acted as key architect of the research which was documented in a book published by Wiley in 2011 entitled Identity Shift: Where Identity Meets Technology in the Networked-community Age. (ISBN , John Wiley & Sons, 2012) Next Generation Cloud. Investigated the characteristics of cloud-based applications and unmet market needs. Acted as key architect and team leader. Discovered that while cloud technology is seeing rapid adoption, a 75% of the total potential market cannot be addressed by current cloud solutions; specific feature improvements are still needed. The Shift: The Evolving Market, Players, and Business Models in a 2.0 World. Key architect, researcher. Quantified the values and needs of the participants in a complicated network application ecosystem where the success of each ecosystem participant was strongly influenced by the actions of the other participants. Acted as key architect for the study which was documented in the book The Shift: The Evolving Market, Players, and Business Models in a 2.0 World published by Alcatel-Lucent in This research described how a new class of software applications can freely utilize the intelligence inherent in the network to evolve to become a $100B market. GERARD JERRY POWER CURRICULUM VITAE Page 7