Primul brand al unui sector de export romanesc

dr. Costin Lianu Director General

Ministerul Economiei si ComertuluiCoordonator strategii de branding sectorial

Cuprins

1. Platforma de mesaj

2. Prime rezultate

3. Ce urmeaza

TechnicalTalents

BasicScience Languages

Combinatie de aptitudini

Domestic Market LocationBusiness Environment

Proven success by top investors & high FDI

Investment Targets:

• Offshore Product Development

• Nearshore• Outsourced R&D• Multilingual Contact Center• Complex BPO

Ideal Partners: • Multinationals• Small-medium firms• Venture investors

1. Platforma de mesaj centrata pe resurse umane si marketingul localizarii

CIFA-1, the first computer in the communist bloc (1957)

• → The “Most Certified Nation” in Europe (and #3 worldwide after the US and India) according to Brainbench Employment Testing

• → Romanian companies captured 2nd and 3rd place prizes at the Eureka Innovation awards in each of the past two years

• → Strong mechanical and other engineering science capacities near IT Polytechnics• → The only two non-American of the top ten antivirus programs are from Romania

“It is an internationally acknowledged fact that Romanian educational system distinguishes itself through quality.” Steve Ballmer, CEO, Microsoft (2003)

• → Top 3 in the IEEE International Design Competition since 2001

• → Top 10 in the Association for Computing Machinery (ACM) Intercollegiate Programming Contest in 8 of the 10 past years (ACM)

• → More Informatics Olympiad medals than any country but China and the USSR

• → More Math Olympiads than any country but China, the USSR and the USA

Traditie in excellenta tehnica

• Technical Education • 5 Elite

Polytechnics• 59 Universities

• 174 Private Colleges

IT G

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uate

s P

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Million

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50

100

150

200

250

300

Roman

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Unite

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ates

Czec

h Rep

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Russia

Ukrai

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Hun

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Chin

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Vietn

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“The decision to open the center in Romania followed analysis of 15 offshore locations. Among the deciding factors was cultural affinity to Western European clients, the capacity of the skilled employee base which is still relatively untapped, and the quality and diversity of language skills.” -Director Strategic Planning, Global Operations, Top 10 IT Company

Source: UNESCO, RUSSOFT, BASSCOM,

Romanian NIS, US NCES, Carmel (2003)

Highest density of

IT grads and Top 10

in volume overall

Argumente privind densitatea mare de specialisti

Timisoara

Brasov

Iasi

Bucharest

Arad

Sibiu

Constanta

103806360

18660

15300

5700 8220

Bucuresti

Timisoara

12780

3720 5340

Cluj

12780

3720 5340

Iasi

6780

3240 4200

Brasov

5340

2700 3180

Constanta

2700

1620 1680

Ploesti

1440

16802160

Targu-Mures

1260

2100 1800

Sibiu1380

540960

Arad

Principle City Total Students

Next GenerationCity Total Students

Technical Majors

Other Engineering

Econ & Law

Numbers indicate undergraduate enrollment in public institutions. Source: Romanian National Statistics Institute, 2004

Larga raspandire a talentelor si clusterelor in formare in profil regional, in jurul centrelor universitare

• Accesibilitatea

• → Over 30 international directs from Bucharest

• → International flights to other regional centers

• → Less than two hours from most European capitals

• → No visas required for EU and US citizens in Romania

• → No short-term visas for Romanian citizens in EU

• → Six regional technology clusters provide capacity, room to grow, and access to skills

• → Intersection of three major markets: EU, CIS and Middle East

2500+ engineers developing embedded automotive systems and network operator equipment all over Romania

1200 engineers developing network operator equipment in

Western Romania

Intel Capital invested $12M in Romanian IT services and outsourcing company, Siveco, in Bucharest

250 R&D engineers working on semiconductor design in conjunction with Bucharest Polytechnic

Adobe believes its recent acquisition of Romanian software company, InterAKT, will enhance product lines while the new development center in Romania will provide Adobe with greater access to and expertise in the Eastern European market.

Operates five global IT & Technology Centers including development and a 15-language call center

Announced plans for opening a new service center in Bucharest with operations beginning with approximately 100 employees,tasked with providing consulting services to customers across Europe, Africa and the Middle East.

The global outsourcing firm, owned by GE and Oak Hill Partners, employs 170 and plans to expand to 1500 for IT outsourcing, financial services and supply chain BPO

Branduri mari pe piata (I)

700 employees focusing on CRM contact center, application development especially in structured content (eContent)

350 employees primarily in application development, maintenance and integration

570 employees focused primarily on outsourced technical support and outsourced manufacturing

200 engineers focused on application development and R&D. Romsys is a Lockheed Martin Star Supplier

Founded by Cap Gemini execs, 150 engineers focused on application development primarily for the German & UK markets

Development subsidiary for 2400 employee US-based TechTeam provides application development for the automotive sector

Provides multilingual research services for Frost & Sullivan and other complex BPO for clients like Alfa Romeo and Fiat

200 employees provide technical documentation, drawing and parts inventories for Airbus and other aviation clients

*Includes companies with primary development locations in Romania. Multinationals like Ness, GenPact and Wipro are excluded.

Branduri mari pe piata (II)

2.Prime rezultate• Lansare pe piata europeana la CeBit

Hanovra si campanie publicitara ;

• Articole in presa cu preluari din platforma mesaj (France Press; Times,The Economist,Deutche Welle,etc.)

• Intarire mesajului pe piata de catre firme;

• Incredere in logo si chiar folosirea lui de catre firme mari de pe piata (SIVECO);

Concluzia generala a firmelor la CeBit: avem un brand viabil si necesar, pe care

il sustinem

• Apreciat ca brand foarte bun sau bun de marea majoritate a firmelor dar trebuie promovat activ si continuu atat in exterior cat si in interior (IT Six, Romsoft, Arobs Transilvania, Infotouch,Siveco, etc);

• Aceasta intiativa era necesara si binevenita (IQuest);• Brandul nu este inca bine cunoscut clientilor si trebuie promovat

(S&T Software);• Il vom folosi in materialele promotioanle ale firmei (Wittmann);• Brandul nu trebuie schimbat in fiecare an (Artsoft Consult);• Brandul trebuie conectat mai mult de promovarea clusterelor in

formare (Incubator IT Timisoara)• Nu cred in coloana infinitului ca simbol , o singura firma (Misoft)

3. Ce urmeaza

• Lansare brand pe piata nord-americana, simpozion/targ Gartner, San Francisco, 20-25 aprilie 2007;

• Lansare brand in Orientul Mijlociu (Dubai), targul GITEX octombrie 2007;

• Manifestari in tara prin asociatiile de ramura;• Alte forme de marketing extern (targuri, articole,

interviuri);• Initiative la nivel de asociatii si de firme.

Un brand bine construit si lansat: