Excerpts from How to market in ICT

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Excerpts from How to market in ICT Today
An E-book of stories and tips from six of
Europes most successful ICT companies
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WHATS IN THE BOOK?

• Six highly successful ICT companies originating
  from Europe share their insights and stories in
  this e-book, about
• What tools and techniques work in international
  ICT marketing now
• How to adapt to new ways of marketing
• How much online vs. traditional marketing?
• How to market in a recession
• Should international marketing simply be more
  US-style?

Excerpts from How to market in ICT Today 2
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KASPERSKY EUGENE KASPERSKY
CEO and co-founder of Kaspersky Lab, which
develops, produces and distributes information
security solutions for end users and major
corporations worldwide.
We educate people. What's going on with
malware, what's going on with cyber crime, who
the bad guys are, what the police are doing etc,
etc. This is the major kind of marketing we
do. The task is how to get the communities, how
to build the communities. That's not easy because
the people in the communities are not slaves,
they are free people. If you don't like that,
then forget about it.
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ARM IAN DREW
Ian Drew is executive VP of Marketing at ARM, the
world's leading semiconductor intellectual
property (IP) supplier. He joined the company in
July 2005 after 14 years in a variety of senior
management roles around the world at Intel
Corporation.
It will change to be more online over the next
five years. More about communities. We'll make
more of the partnership model, and add a lot more
contextual interface to the way we do
business. We do a lot more online community
discussions with the bloggers, most of the people
in my organisation have Twitter accounts and
tweet away.
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DIBCOM AZZEDINE BOUBGUIRA
With a background in product management and
strategic marketing in North America, Azzedine
Boubguira moved to France 2 years ago to become
VP Marketing and Business Development at DiBcom,
a French fabless semiconductor company that
designs chipsets offering low-power mobile TV
reception on a wide range of mobile devices
The first job of the marketing professional is
to really prove the benefits of marketing to the
company, show what marketing brings to the table
and where it fits into the structure. Know who
youre targeting, don't try to blast everything
to everyone
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NAGRAVISION IVAN VERBESSELT
Ivan Verbesselt is Senior Vice President
Marketing with Nagravision, a world leader in
digital content security, helping service
providers guarantee a secure revenue stream for
over 120 leading Pay TV operators on broadcast,
broadband and mobile platforms.
We absolutely need this very personal touch,
which online tools are never going to
deliver. In Europe, when it comes to
articulating a unique selling proposition, there
are definitely things we can learn from the
Americans. For example, saying more with fewer
words.
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INFOVISTA GRÉGOIRE MICHEL
Grégoire Michel is Senior Vice President of
Marketing Business Operations at InfoVista,
whose products collect, process and correlate
heterogeneous network and system performance and
application data in real time for mobile
operators, broadband operators and enterprise IT
organizations.
Today we are really making a big effort on
talking to people about their daily problems and
business problems and less about ourselves. One
other thing that Ive been enforcing since I have
been with the company is integrated marketing
campaigns. You cannot run a webinar alone. The
webinar needs to come as part of a complete
project.
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IP.ACCESS DR. ANDY TILLER
Dr. Andy Tiller is VP Marketing at ip.access, a
major manufacturer of picocell and femtocell
infrastructure solutions for GSM, GPRS, EDGE and
3G. Products include the Oyster 3G femtocell and
nanoGSM, the world's most deployed picocell
solution.
Its the smaller companies in our industry who
have tended to push the technology further and
show thought leadership. Blogging and video as
the way to get the message across is very
important at the moment, and obviously very
cheap. But there's no substitute for putting
investment into creating good quality content.
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MOST IMPORTANT MARKETING TOOLS
Our marketers think that no single tool is key,
but a combination to support a specific
campaign. More important is strategies such as
the partnership model, industry organization,
thought leadership campaigns, education of the
market and customer care. Kaspersky We
educate people, and by education we just build
the brand. ip.access The Femto Forum now
has over a hundred members, including some very
large network operators and equipment providers.
It was started by a group of smaller companies,
including ourselves, picoChip and Ubiquisys, and
that's been a huge boost to the industry.
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ONLINE MARKETING TODAY AND IN THE FUTURE
ip.access We see online methods as just part of
the mix a growing part. InfoVista What we
do is to try to avoid talking about our products
and we rather talk about business issues. ARM
We don't do everything over the web, but we
enhance what we do over the web. We do a lot more
online community discussions with the bloggers,
most of the people in my organisation have
twitter accounts and tweet away. Kaspersky In
the future it will be 10 traditional, 90
online, and in online, it will be 10 traditional
online and 90 the new generation online,
communities.
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WHEN THINGS DO NOT WORK SO WELL
InfoVista In so many campaigns, in my
experience, you just didn't know the results. So
it may even have been good but you don't
know. ARM Of course we have had failures,
but we do a lot of post-mortem work on them and
then minimise the impact. I think if you don't
fail, you don't learn. DiBcom When you see
that the outcome is not what you expect, there is
always an explanation for that. ip.access It
is usually a question of getting the message
right and the timing right, much more so than the
tools. Kaspersky Actually, I think the major
mistake is not to try different opportunities,
not to risk.
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WHAT IS BETTER ABOUT US MARKETING
InfoVista You tend to have better people with
stronger marketing skills in the US. Kaspersky
In Europe, marketing is in addition, it's like
sugar and coffee. The marketing in Europe is like
the sugar. In the USA marketing, it's like the
coffee you can't get marketing out of the
product, out of the business. DiBcom There
is a lot of co-branding in North America,
marketing initiatives, these are things that are
done very well over there, and in Europe you
don't see so much of people using each other's
names to promote services. , targeted consumer
magazines, just as an information campaign and it
spread like wildfire,
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MARKETING IN RECESSION
InfoVista Invest in measurement practices and
processes to be able to justify the money that
CEOs are putting in marketing. Kaspersky The
reality is we should first think about the basic
things the reality is that people buy their
goods and services which they really
need. ip.access The more that you can do
online, the better. But there's no substitute for
putting investment into creating good quality
content. Nagravision I think one trend could
be translated into back to basics, not
trying to be everything to everyone.
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GETTING YOUR COPY
For more details on how to order your copy,
visit http//www.techmarketing.ch Who are
we? Extendance is a high-tech product marketing
and business development services company,
located in Switzerland and serving IT and
communication vendors worldwide. If you want to
know more, or feel you have something to add to
the conversation, feel free to contact us, or
check out the check out the latest content and
activities offered on our ICT marketing
discussion website.
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WHERE DO THE PROFITS GO
100 of the book fees collected will be donated
to the Terres des Hommes organization, a charity
organization that looks after mothers and their
children in the worlds 16 poorest
countries Website http//www.terredeshommes.o
rg/ Last yearly report http//www.terredeshommes.
org/pdf/reports/07report.pdf
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