Targeting Plan for Attracting the Top Tech Companies to GM Andrew Toolan, Head of Creative Digital and Tech, MIDAS September 2018 Contents Executive Summary……………………………………………………………………………………………………………….p1 Which Companies to Target ……………………………………………………………………………………………….p2 Top 21 Companies……………………………………………………………………………………………………………….p3 Type of Information Researched………………………………………………………………………………………….p4 Other Tech Targeting Campaigns……………………………………………………………………………………….p7 Planning Stages and Deadlines…..……………………………………………………………………………………….p9 Appendix: Company Profiles: GAFAM……………………………….………………………………………………………………….p10 Company Profiles: NATU…………………………….……………………………………………………………………….p31 Company Profiles: BAT…………………………….…………………………………………………………………………..p48 Company Profiles: Forbes 2018 List………………………………..…………………………………………………..p61 Executive Summary This paper sets out a plan for building more strategic relationships between Greater The new opportunities could come from innovation driven projects that address a company’s Manchester (GM) and the worlds largest tech companies. The aim is that closer collaboration focus, areas of interest and their challenges. It could also come via market opportunities by will ultimately lead to increased levels of partnerships, investment and job creation. partnering with GM and its various institutions on areas such as ‘digitisation and delivery of public services’. These opportunities will be positioned with the inward investment pitch but MIDAS have selected 21 companies that in 2018, were either the largest tech firms by market help GM stand out from our competitor locations by being more tailored to company needs. capitalisation, major brands or the key employers/job creators within their sector. In order to This Top 21 campaign will run in parallel (and compliment) other tech targeting campaigns develop a more strategic approach we need to get a better understanding of these such as the CDT Sub-Sector Campaign; NexGen Campaign and Emerging Tech/Data City companies in terms of their goals, challenges and areas of focus. This will enable us develop a Project. At the end of this we want this activity to have achieved the following: more tailored solution that addresses their areas of interest. This paper contains in-depth analysis of 21 companies on topics including: Operational Footprint, Recent News 1. Increased levels of investment and job creation from the target tech companies. (Aim to Announcements, R&D focus as well as Key Contacts to target. secure investment from further 5 of these companies within 2 years). The list includes companies already in GM as well as target firms. Existing employers present 2. Increased collaboration between Greater Manchester’s academic and research strong potential for re-investment and so may be more likely prospects in the short-medium institutions and these tech companies in innovation led-projects/student placement. term. Other companies may have invested in London in recent years, taking out long leases and so will be making those sites the primary focus for UK growth. However, as they scale and 3. Increased collaboration between Greater Manchester’s local authorities and these want to spread their risk they may consider new locations so will be more medium-long term companies, leading to smarter and more efficient ways of delivering public services. targets, nevertheless both groups will be proactively targeted. Its also hoped this paper (with stakeholder feedback) will strengthen our proposition, allowing us to create new opportunities 4. Contributed and helped drive forward GMCA’s plans with the Local Industrial Strategy. for companies. Also, by adopting a more strategic ‘Team Manchester’ approach, collective Also, this should play a key role in the Mayors digital agenda and ambition to position networks can be pooled making engagement with target companies easier. GM as one of the smartest and Top Digital Cities by 2020. 1 Which Companies to Target Top 21 Tech Companies Tech Companies appearing in Forbes 2018 List By comparing the list of the worlds largest companies (by market cap) in 2006 and 10 years This includes companies such as: Huawei; Samsung; Oracle; IBM; Cisco; HP; Intel; Dell. (Twitter later (see Figure 1.0) it is evident it has changed significantly with only two companies still in which doesn’t appear in this list has been added given its profile). the Top 10 (ExxonMobil and JP Morgan Chase). The most valuable companies in 2016 based purely on market cap were Apple, Alphabet/Google, Amazon and Facebook, which all The GAFAM; NATU and Forbes list’s provides 21 companies to target as a starting point. appeared in the Top 6 of firms. In addition, there are also other well established tech Collectively, these firms are the tech industry's largest employers/job creators as well as the companies and fast growing younger firms and all of these will be the focus of this campaign. biggest spenders on R&D and innovation. More detail on these groups is covered below. Figure 1.0: Largest Companies by Mark-Cap 2006 Vs 2016 Source: Forbes GAFAM: Acronym for the five most popular US tech stocks: Google, Apple, Facebook, Amazon and Microsoft. The GAFAM companies have a joint market capitalisation of approx. $4.1 trillion as of July 2018. These companies have evolved a great deal over the last 10 years. Google is part of the wide ranging technology group Alphabet; Apple offers a wide range of cloud based services in addition to iPhone and iPads; Facebook is an advertising and media giant that’s been built around a social network; Amazon has developed from an online book reseller to moving into multiple new industries such as Cloud Services, Food and Health. NATU: The above tech giants are now being closely followed by new heirs to the throne; Netflix; Airbnb; Tesla and Uber. BAT: Acronym for the large Chinese tech companies; Baidu; Alibaba and Tencent. 2 Top 21 Companies Figure 1.1: Top Tech Targets and MIDAS lead Top 21 List - ‘Team Manchester Approach’ Companies In order to be more strategic in our approach with these companies we need to get into their ** Existing GM Investor DNA and better understand their focus, areas of interest and challenges. We need to look at **Google Twitter where they are spending on R&D, what technologies and partnerships are of interest, recent Apple **Microsoft news announcements, and build up a knowledge of their investment patterns and operational footprint. We then need to determine what’s taking place in GM that will compliment Facebook **IBM this/present as an opportunity for the client. This needs to be done in partnership with **Amazon **Dell stakeholders so we better understand the GM offer, which can then be developed into a Netflix Samsung tailored proposition. In addition, sharing our list of key targets with stakeholders will help Uber Huawei identify who within the GM network has warm relationships with these companies. The profiles Airbnb Baidu on each of the Top 21 Companies has been complied through research from: HP / Hewlett Packard Enterprise Alibaba • Annual Shareholder Reports / Company Papers Tencent Intel • Company announcements and press articles linked to them **Cisco **Oracle • Company website information • Linkedin / FAME / Employer Register Data MIDAS Lead MIDAS Lead Andrew Toolan, Head of Creative & Tech Audrey Peers, Business Development Mgr. The MIDAS CDT team will be responsible for driving engagement with the target companies [email protected] [email protected] 07738 027 186 07792 015 616 and act as overall lead. (See Figure 1.1 )with the exception of Tesla which will sit with David Hilton, Sector lead for the Industrial/Advanced Manufacturing sectors. 3 Type of Information Researched Six Degrees of Separation / Greater Manchester Connections Key Contacts: Each of the contacts identified will receive an approach from MIDAS over the next 3 months, with the CEO receiving a letter from the Mayor/senior civic leadership team. The LinkedIn URL’s of target contacts have been included. This provides not only a list for This letter will outline GM’s wish to build a strategic dialogue with the company in terms of MIDAS but one stakeholders can analyse to identify known persons directly or through mutual future collaboration. Running parallel to this, MIDAS will be contacting other key contacts with connections, creating the potential for warmer introductions. In addition, where possible we’ve the aim of securing a meeting/initial call. Ten contacts at each company have been identified researched the background of the contacts to see if they have any affiliation with GM and (see Figure 1.2 below) providing multiple people to approach and where necessary new there are some surprising results. For example, Nicola Mendelsohn, Facebooks EMEA Head of contacts will be added. The aim is that by the end of December 2018 all of these contacts will Operations attended Manchester School for Girls and so is likely from GM/a link we should have had an initial approach from MIDAS/GM. look to leverage. Figure 1.2: Example of Top Tech Target Contact Profile Using Linkedin, its also possible to identify GM university alumni from target companies. We can leverage this, working with the universities direct and MIDAS Sector Marketing Team to push relevant content (via Linkedin) to senior target contacts, thereby building up greater awareness of GM’s key messages and updates. For example, Facebook has 54 alumni from the University of Manchester and we’ll do this with all GM universities 4 Type of Information Researched: Areas of Interest/R&D 4. Project Baseline – a huge longitudinal study One of the company topics we look into is their areas of interest/R&D spending which will help This was announced in April 2017 and its scope makes it the most interesting project that Verily has worked us develop more relevant bespoke propositions. For example Google are investing in Artificial on. 10,000 volunteers will be monitored over four years, building a whole range of datasets using in-clinic testing and continuous data collection via a Baseline app and the Study Watch. The study is predicted to Intelligence and Health.