Innovation Studio talk (for Communitech conference May 2015)
Communitech Strategic Marketing Peer Topic
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Transcript of Communitech Strategic Marketing Peer Topic
Things to Consider When Marketing Your
Product Outside of Canada
Communitech Peer-to-Peer Marketing Group
Matt Duench
Sandvine
@mduench
Today’s Topic • 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, It's not a Country– The World’s Fastest-Growing Economies– The Opportunities
• Your Product. The Next Move
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
A Bit About SandvineTrusted global telecoms vendor
• >500 employees• HQ in Waterloo, Canada• Support, Services and Sales enabled
through regional staff & strategic partners
Deployed by >200 CSPs worldwide,serving >400 million subscribers• Any access technology, any scale
Market share and innovation leader• Market leader in Network Policy Control• Delivering more powerful solutions, faster
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.
Why Go Global?
Global Marketing
Considerations
• Controllable Elements (Micro)– Language and Translation– Price and Payment Methods– 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.
How? Think Global,
Start Local• Market Research • 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?
How? Channel
Marketing• Direct
– 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.
Why Go Global? • 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.
What? A Spotlight:
Africa, It's 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.
What? A Spotlight:
Africa, It's 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.
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.
What? A Spotlight:
Africa, It's not a Country
What? The
Opportunities• Infrastructure
– Transportation– Housing– Telecommunications and
Power
• Mobile Communications• Applications & Content• mBanking• Education
Decaying and over-congested roadways are being upgraded through foreign and Government infrastructure investment.
What? Infrastructure - TransportationWhat? Infrastructure - Transportation
What? Infrastructure - HousingWhat? Infrastructure - Housing
New mobile networks are leapfrogging older access technologies with some mobile sites powered entirely by diesel due to remoteness and poor
electrical infrastructure.
What? Infrastructure - Telecommunications and PowerWhat? Infrastructure - Telecommunications and Power
What? Mobile CommunicationWhat? Mobile Communication
Africa is becoming upwardly mobile. Savvy marketers are those who can repeat prior mobile marketing successes and replicate that success in emerging markets.
What? Mobile
Penetration
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
What? ApplicationsWhat? Applications
Streaming, messaging, browsing, banking and education apps will begin to drive the bulk of usage on mobile devices
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
What? EducationWhat? Education
Companies in the eLearning and Education space can expect to have success leveraging internet-connected devices such as tablets and e-
readers.
FACE OF THE RACE
24
What? Your Product. The Next MoveWhat? Your Product. The Next Move
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