Transcript www.twnic.net.tw

Strategic Global Business Development
TWNIC Global Channel Marketing
Kenny Huang
Address Council, ICANN
[email protected]
2003.01.29
TWNIC Strategy
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(Assumption)
Move from a “NIC” to a provider of Global
Registry Services
Achieve significant registration in next 2
years from global business channel
Use Partners and Strategic Alliance to reach
new global markets
Value of Channels & Alliances
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To reach new markets where TWNIC does not have
market presence
Offer “total customer” solutions through Channels
and Partner Alliances” that maximize the use of
TWNIC services in new markets
Leverage TWNIC’s relationship with strategic
partners and software suppliers to obtain reciprocal
business
Offer “scaleable” solutions via distributors and
alternate registrars
Offer web based tools that augment TWNIC’s best
in class philosophy for customer services
Why Use Alternate Channels
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Access to market TWNIC do not currently
address
Augment “Value Proposition” by bundling
TWNIC’s capabilities with third party suppliers
and partners
Reduce cost of new and incremental
business
Direct sales access into chosen markets
Accelerate time to market
Role of Global Channel Marketing
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Develop, Co-ordinate and Manage Programmes
that will deliver new registrations for TWNIC
Work with Customer Service, Resellers, Product
Development to develop key relationships with key
suppliers and customers
Develop Marketing and IT infrastructure to underpin
new “Partners”
Develop new products and services with “Partners”
to access new markets
Partnership Philosophy
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Philosophy
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Least : Culture Simple
Most : Diversified Business / Synergy
Opportunities
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Distributors:
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Registries or accredited registrars
Resellers:
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Accredited registrars
The Perfect Partner Profile
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Recognized brand and major player
Acknowledged to be “best in class”
Relevant customer base
Established channel/partner structure
Skilled sales and technical expertise
Financially sound/reliable trading history
Training and development culture
Channel Partner Selection Model
Channel and Strategic Partner
Strategic Fit
Business
Engagement
Skill &
Resource
Audit
1
2
3
Marketing &
Development
4
Partner
Engagement
On-going
Business
Engagement
5
6
Functional Channel Support Structure
C
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L
M
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A
G
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T
Marketing
Support
Channel
Development
Commercial
Support
Business
Support
•Joint Marketing Plan
•Co-operative Marketing
•Marketing Fund Support
•Partner Website and Extranet
•Partner Acquisition
•Partner Incentive Schemes
•Joint Market Development Plan
•Pricing and Special
•Partner Payment Plans
•Commercial Contracts
•Partner Database
•Accreditation Process
•Training Programme
•Product Development Liaison
•Processes and Procedures
Way Forward
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Agree global channel strategy
Develop tactical market plans in regions
Establish list of pre-qualified prospect for each
region
Develop support programmes
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Contracts
Commercial
Marketing
Processing
Technical and customer service
Proceed with develop support processes
Launch global programmes