Barry Huang

1
Segue Business at China

• Barry Huang
• Product Depart. Manager
• Horizon Software (China) Ltd.
• Dec., 2005

2
Agenda

• China market outline
• How Horizon drives Segue business
• Segue marketing activities update
• Summary

3
Jack Welch's China Strategy

•   If GE's strategy of investment in China is
  wrong, it represents a loss of a billion dollars,
  perhaps a couple of billion dollars. If it is
  right, it is the future of this company for the
  next century.
•  
• Jack Welch
• Former CEO of GE
• March 1994

4
China market outline

• China market is HUGE but NOT EASY
• Geographic
• Culture difference / barrier
• Double-bytes
• Request localized information
• Product
• Documentations
• Local contact
• Local support
• Traditional models to enter China market
• Direct
• In-direct

5
Horizons business model

• As exclusive distributor
• on behalf of product vendors, Horizon is in
  charge of
• product selling
• channel development, education
• pre-sale and post-sale services
• maintain a high customer satisfaction

• More than 600 enterprise customers and 200
  active partners

Existing Customers Distribution
Partner Distribution by Regions
6
Horizon business network
7
Segue business- Challenges and strategies

• Invest in Marketing to build market awareness and
  Segue Brand
• Focus on immediate opportunity in short-term and
  develop for long-term business
• Invest in local technical development
• Keep Segue head-office updated and gain necessary
  support
• Development partner program
• Sales/SE training and certification
• Product Marketing engine full speed running to
  give sales effective support on Sales toolkit,
  success story, pricing, competition analysis

• Late to market
• No branding / market awareness
• Lack of China references
• Product fit
• Chinese Version
• Terminal support
• Testing partner network
• Sales/Technical readiness/Sales Toolkit

8
Drives Segue business at China

• Focus on 7 Ps
• Product
• People
• Process
• Price
• Promotion
• Program
• Partner

9
Key outputs

• By May
• Developed 8M pipeline
• Closed the 1st deal 35K and signed Reference
  Customer Agreement
• 51 China media reported Segue launched China
  business
• 25 partners SEs participated Segue product
  hands-on workshops in 4 regional offices
• 25,000 product Chinese brochures ready
• By August
• Penetration in Military, Govt, FSI, .COM etc.
• MI China missed Q-target
• Big trouble in all the pipeline cases due to
  Horizons aggressiveness
• budget constrain announcement
• Some MI loyal partners seeking cooperation
  opportunity with Horizon
• 9 partners signed Dragon Partner Agreement
• 30 media reported Segue product related news
• By Nov
• First deal gt50K
• 100K run-rate in single quarter

10
Recent Marketing Activities Highlight

• Attended 2005 Annual China Banking Show (Beijing,
  Sept.)
• 12,000 visitors (conservative estimation based
  on historical data)
• 5 customers meeting during the show
• 300 new contacts added to database
• Sponsor to Chengdu Summit on Software Testing
  (Chengdu,Sept.)
• Jointly host with the Sichuan Association of
  Computer
• 60 attendees consist of executives from banking,
  telecom, gov. etc.
• 4 sales opportunities found
• Hosted Software Quality Management Saloon
  (Nanjing, Sept.)
• 200 prospects users were invited, from GOV, FSI,
  Telecom
• Strengthen the relations with the Division of
  Information Industry, and the Testing Center,
  that invited Mr, Kevin Feng (VP at Horizon) for
  thanks and further discussion on cooperation.
• Speech at Beijing University by Mr. Andre Pino (
  Beijing, Nov)
• Educated the future of China software testing
  industry
• Initiated Segues vision for Software Quality
• Media interview with Mr. Andre Pino and Mr. Ira
  Cohen (Beijing, Nov)

11
Recent Marketing Activities Highlight

• 2005 Annual China Banking show

• Chengdu Summit on Software Testing

12
Recent Marketing Activities Highlight

• Software Quality Management Saloon (Nanjing)

• Speech at the 3rd China Software Technique
  Conference

13
Mr. Pino and Mr. Cohens visit
14
Summary

• Challenges of China market
• Horizons business model
• bridge the gap between vendor and China customers
• How Horizon drives the Segue business in China
• Highlight of the recent Segue business marketing
  activities at China

15
Thank you