Things to ConsiderWhen Marketing Your  Product Outside of             Canada           Communitech Peer-to-Peer Marketing ...
Today’sTopic     •   About Me          •   A Bit About Sandvine               – Sandvine Business Intelligence          • ...
About Me@mduench            •   Managed a global reseller network consisting of partners                with coverage in o...
A Bit AboutTrusted global telecoms vendor                  Sandvine• >500 employees• HQ in Waterloo, Canada• Support, Serv...
Sandvine Products  I work with communications service providers around the world to help      them gain the intelligence f...
Why Go      Global?        • Controllable Elements (Micro)       Global              – Language and Translation    Marketi...
How?Think Global,        • Market Research  Start Local                     • Select a Test Country                     • ...
How? Channel         • DirectMarketing             – Localized Marketing Plans                      – Local Sales Staff   ...
Why GoGlobal?      • Start in English, Then Regionalize             • Consider Local Marketing Mix                 –   Con...
What?  A Spotlight:Africa, Its not    a Country                There 54 countries that make up the African Continent – wit...
What? A     Spotlight:Africa, Its not    a Country                       Senegal                                        Ni...
What? World’s Ten Fastest-     Growing  Economies            Intense investment in infrastructure is expected to be a key ...
What?  A Spotlight:Africa, Its not    a Country
What?        The     • InfrastructureOpportunities                    – Transportation                    – Housing       ...
What? Infrastructure - TransportationDecaying and over-congested roadways are being upgraded through       foreign and Gov...
What? Infrastructure - Housing
What? Infrastructure - Telecommunications and PowerNew mobile networks are leapfrogging older access technologies with som...
What? Mobile Communication Africa is becoming upwardly mobile. Savvy marketers are those who can repeatprior mobile market...
What?    MobilePenetration        While much of Africa is under-penetrated, the evolution of mobile networks and         a...
What? ApplicationsStreaming, messaging, browsing, banking and education apps will begin to               drive the bulk of...
What?mBanking   It’s estimated that only 20% of African families have bank accounts – acting      as the main catalyst to ...
What? EducationCompanies in the eLearning and Education space can expect to havesuccess leveraging internet-connected devi...
What? Your Product. The Next Move FACE OFTHE RACE                                       24
References   De Waele, Rudy. (2013). Mobile Opportunities in Africa, Engaging with the             Next Billion, ForumOxfo...
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Things to consider when marketing your product outside of Canada.

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  • *Racing Establishment of a Race/ Sport Brand Jockey Involvement essential. They are the only marketable assets within the industry and no one has leveraged this since the 1970s. Point System for Jockeys *Hospitality – Touch on briefly Other sports are constantly innovating their apparel offering. Horse racing is not. (New Apparel) Corporate Sponsors of Jockeys, Horses, Events and Track Fan apparel and Preakness Products *Technology – Touch on briefly Text-2-Win Campaign
  • Communitech Strategic Marketing Peer Topic

    1. 1. Things to ConsiderWhen Marketing Your Product Outside of Canada Communitech Peer-to-Peer Marketing Group Matt Duench Sandvine @mduench
    2. 2. Today’sTopic • About Me • A Bit About Sandvine – Sandvine Business Intelligence • Why Go Global? – Global Marketing Considerations • How? – Think Global, Start Local – Channel Marketing – Localization: Adapting to Local Culture • What? – A Spotlight: Africa, Its not a Country – The World’s Fastest-Growing Economies – The Opportunities • Your Product. The Next Move
    3. 3. About Me@mduench • Managed a global reseller network consisting of partners with coverage in over 85 countries • Launched geography-specific marketing campaigns in Germany, UK, France, Denmark and Brazil • Planned and executed sponsorship of and exhibition at international events • Support local sales force and partners through pre-sales activities and international campaigns
    4. 4. A Bit AboutTrusted global telecoms vendor Sandvine• >500 employees• HQ in Waterloo, Canada• Support, Services and Sales enabled through regional staff & strategic partnersDeployed by >200 CSPs worldwide,serving >400 million subscribers• Any access technology, any scaleMarket share and innovation leader• Market leader in Network Policy Control• Delivering more powerful solutions, faster
    5. 5. Sandvine Products I work with communications service providers around the world to help them gain the intelligence from their network necessary to spot opportunities to improve the quality of service for subscribers, reduce costs and increase revenue.
    6. 6. Why Go Global? • Controllable Elements (Micro) Global – Language and Translation Marketing – Price and Payment MethodsConsiderations – Research • Uncontrollable Elements (Macro) – Competition – Legal Restraints – Cultural Considerations – Government Controls, Weather – Customer Behaviors The environment within which a marketer must implement marketing plans differs dramatically from country to country and region to region. It’s up to the marketer to adjust & adapt.
    7. 7. How?Think Global, • Market Research Start Local • Select a Test Country • Develop your Marketing plan – Start in English – what has worked domestically? – 次にカスタマイズ • Leverage The Canadian Trade Commissioner Service What unique solution does your product provide? Can success be replicated internationally?
    8. 8. How? Channel • DirectMarketing – Localized Marketing Plans – Local Sales Staff – Local Distribution • Channel Partners – Existing Contacts and Customer Relationships – Training and Support – Scale Local partners can be a great asset to achieve scale and leverage existing channels of distribution.
    9. 9. Why GoGlobal? • Start in English, Then Regionalize • Consider Local Marketing Mix – Consult trusted translation companies – Social, Support & Customer Communications – Google adwords (Where applicable) – Regional & Local Events/Conferences – International Trade Publications – Regional list brokers for DM campaigns • Test, Then Test Again! – The ideal marketing mix Replicate initial marketing success, adapt to achieve ideal mix, then regionalize marketing activities to refine focus.
    10. 10. What? A Spotlight:Africa, Its not a Country There 54 countries that make up the African Continent – with a population of more than 1-billion people, it’s the second-most populous continent in the world.
    11. 11. What? A Spotlight:Africa, Its not a Country Senegal Nigeria Did you know: With a population of ~170-million people, Nigeria is the 7th most populous country in the world.
    12. 12. What? World’s Ten Fastest- Growing Economies Intense investment in infrastructure is expected to be a key area of economic opportunity and growth for several countries in Africa.
    13. 13. What? A Spotlight:Africa, Its not a Country
    14. 14. What? The • InfrastructureOpportunities – Transportation – Housing – Telecommunications and Power • Mobile Communications • Applications & Content • mBanking • Education
    15. 15. What? Infrastructure - TransportationDecaying and over-congested roadways are being upgraded through foreign and Government infrastructure investment.
    16. 16. What? Infrastructure - Housing
    17. 17. What? Infrastructure - Telecommunications and PowerNew mobile networks are leapfrogging older access technologies with some mobile sites powered entirely by diesel due to remoteness and poor electrical infrastructure.
    18. 18. What? Mobile Communication Africa is becoming upwardly mobile. Savvy marketers are those who can repeatprior mobile marketing successes and replicate that success in emerging markets.
    19. 19. What? MobilePenetration While much of Africa is under-penetrated, the evolution of mobile networks and adoption of smartphones is expected to drive a whole new world of consumer behaviors
    20. 20. What? ApplicationsStreaming, messaging, browsing, banking and education apps will begin to drive the bulk of usage on mobile devices
    21. 21. What?mBanking It’s estimated that only 20% of African families have bank accounts – acting as the main catalyst to a mobile banking industry expected to be worth ~$22 Billion by 2015
    22. 22. What? EducationCompanies in the eLearning and Education space can expect to havesuccess leveraging internet-connected devices such as tablets and e- readers.
    23. 23. What? Your Product. The Next Move FACE OFTHE RACE 24
    24. 24. References De Waele, Rudy. (2013). Mobile Opportunities in Africa, Engaging with the Next Billion, ForumOxford, http://www.slideshare.net/rudydw/mobile-opportunities-in-africa Slides 6, 7, 8, 9, 13, 21, 23, 32, 34, 43, 47, 62, 72

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