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

Excerpts from…

How to marketHow to marketin ICT Todayin ICT Today

An E-book of stories and tipsfrom six of Europe’s mostsuccessful ICT companies

Six highly successful ICT companies originating from Europeshare their insights and stories inthis 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?

WHAT’S IN THE BOOK?

Excerpts from… How to market in ICT Today || 22

KASPERSKY | EUGENE KASPERSKY


CEO and co-founder of Kaspersky Lab, which develops,produces and distributes information security solutions for endusers 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.

ARM | IAN DREW


Ian Drew is executive VP of Marketing at ARM, the world'sleading semiconductor intellectual property (IP) supplier. Hejoined the company in July 2005 after 14 years in a variety ofsenior management roles around the world at IntelCorporation.

“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.

DIBCOM | AZZEDINE BOUBGUIRA


With a background in product management and strategicmarketing in North America, Azzedine Boubguira moved toFrance 2 years ago to become VP Marketing and BusinessDevelopment at DiBcom, a French fabless semiconductorcompany that designs chipsets offering low-power mobile TVreception 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.

NAGRAVISION | IVAN VERBESSELT


Ivan Verbesselt is Senior Vice President Marketing withNagravision, a world leader in digital content security, helpingservice providers guarantee a secure revenue stream for over120 leading Pay TV operators on broadcast, broadband andmobile 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.

INFOVISTA | GRÉGOIRE MICHEL

Excerpts from… How to market in ICT Today | 7| 7

Grégoire Michel is Senior Vice President of Marketing &Business Operations at InfoVista, whose products collect,process and correlate heterogeneous network and systemperformance and application data in real time for mobileoperators, broadband operators and enterprise ITorganizations.

“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.

IP.ACCESS | DR. ANDY TILLER

Excerpts from… How to market in ICT Today | 8| 8

Dr. Andy Tiller is VP Marketing at ip.access, a majormanufacturer of picocell and femtocell infrastructure solutionsfor GSM, GPRS, EDGE and 3G. Products include the Oyster3G™ femtocell and nanoGSM®, the world's most deployedpicocell 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.

Our marketers think that no single tool is key, but a combination tosupport a specific campaign.

More important is strategies such as the partnership model,industry organization, thought leadership campaigns, education ofthe 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, includingsome very large network operators and equipment providers. It was started by agroup of smaller companies, including ourselves, picoChip and Ubiquisys, andthat's been a huge boost to the industry.”

MOST IMPORTANT MARKETING TOOLS


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 willbe 10% traditional online and 90% the new generation online, communities.”

ONLINE MARKETING TODAY AND IN THE FUTURE


InfoVista: “In so many campaigns, in my experience, you just didn't know theresults. 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 onthem 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 alwaysan explanation for that.”

ip.access: “It is usually a question of getting the message right and the timingright, much more so than the tools.”

Kaspersky: “Actually, I think the major mistake is not to try different opportunities,not to risk.”

WHEN THINGS DO NOT WORK SO WELL…


InfoVista: “You tend to have better people with stronger marketing skills in theUS.”

Kaspersky: “In Europe, marketing is in addition, it's like sugar and coffee. Themarketing 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 seeso much of people using each other's names to promote services.”

, targeted consumer magazines, just as an information campaign and it spreadlike wildfire,

WHAT IS BETTER ABOUT US MARKETING


InfoVista: “Invest in measurement practices and processes to be able to justify themoney that CEOs are putting in marketing.”

Kaspersky: “The reality is we should first think about the basic things – the realityis 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.”

MARKETING IN RECESSION


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 servicescompany, located in Switzerland and serving IT and communicationvendorsworldwide.

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 activitiesoffered on our ICT marketing discussion website.

GETTING YOUR COPY


100% of the book fees collected will be donated to the Terres des Hommesorganization, a charity organization that looks after mothers and their children inthe world’s 16 poorest countries:

Website: http://www.terredeshommes.org/

Last yearly report: http://www.terredeshommes.org/pdf/reports/07report.pdf

WHERE DO THE PROFITS GO


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

Business

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