How to Market in ICT Today: Tips and Stories from top European ICT companies
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
“ 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
“ Know who you’re targeting, don't try to blast everything
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
“ 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
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
“ 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
“ It’s the smaller companies in our industry who have
tended to push the technology further and show thought
“ 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
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
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:
Who are we?
Extendance is a high-tech product marketing and business development services
company, located in Switzerland and serving IT and communication vendors
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:
Last yearly report: http://www.terredeshommes.org/pdf/reports/07report.pdf
Excerpts from… How to market in ICT Today | 15
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