How to Market in ICT Today: Tips and Stories from top European ICT companies

Excerpts from… How to market in ICT Today An E-book of stories and tips from six of Europe’s most successful ICT companies

WHAT’S 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

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. Excerpts from… How to market in ICT Today | 3

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. Excerpts from… How to market in ICT Today | 4

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 you’re targeting, don't try to blast everything to everyone. Excerpts from… How to market in ICT Today | 5

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. Excerpts from… How to market in ICT Today | 6

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 I’ve 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. Excerpts from… How to market in ICT Today | 7

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. “ It’s 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. Excerpts from… How to market in ICT Today | 8

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.” Excerpts from… How to market in ICT Today | 9

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.” Excerpts from… How to market in ICT Today | 10

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.” Excerpts from… How to market in ICT Today | 11

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, Excerpts from… How to market in ICT Today | 12

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.” Excerpts from… How to market in ICT Today | 13

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. Excerpts from… How to market in ICT Today | 14

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 world’s 16 poorest countries: Website: http://www.terredeshommes.org/ Last yearly report: http://www.terredeshommes.org/pdf/reports/07report.pdf Excerpts from… How to market in ICT Today | 15

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How to Market in ICT Today: Tips and Stories from top European ICT companies

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