Transcript Information Technology Marketing

Information Technology
Marketing
Dr. Onkar Nath
Chief, Information Security,
Central Bank of India
CISSP(USA), CISA(USA), CISM(USA), CFE (USA), IDLA(USA)
CAIIB(India), Ph.D.(P.U, India), Ph.D. (AMSE, France),
M.Sc.(Maths.), MBA (HR, MKT, FIN), PGDCM,
FRAS(UK), FAMSE(France), FWAI(India)
[email protected]
Study Plan
Introduction to Info Tech Marketing (1 session)
Marketing of Products (2 sessions)
Marketing of Services (2 Sessions)
Marketing of Information Security Products and
services (1 Session)
Marketing Strategy IT Marketing (1 session)
Marketing for the IT Entrepreneur (1 session)
Presentations(2 session)
Introduction to Info Tech Marketing
Relevance of Marketing in IT
Historical Perspective
IT Landscape and Key Components
Components of IT Marketing
Factors Influencing the IT Market
Info Tech Marketing is About …
Hardware
Software
Netware
Middleware
Peripherals
Services
Security products
Training
Research and Development
Market Survey
Consultancy and so on…
Who needs to buy them?
Companies? Individuals?
But how can you market to companies?
companies are people
And people make the decisions
So IT Marketing is about…
People Making Decisions.
Not hardware / software / etc
Decisions are supposed to be objective
Which means, the best product / service / etc with the
best price and best availability is the best option for
a decision maker.
…provided he knows about it.
Kotler’s 4 Ps of Marketing….
Product
Price
Place
Promotion
This looks similar to
...best product / service / etc…
…best price…
…best availability…
provided he knows about it
Decision
Timeframe
Basis
Expectation
Implications of Poor decision
Evaluation
Requirement
How Has IT Evolved
Pioneers
IBM
Intel
HP / Compaq
Microsoft
SAP
Xerox
Altavista
Some of these were marketing successes
Some just got lucky!!
How Has IT Evolved
India led the services space
Cost effective destination
First ADM came, then more after the dot-com bust and
Y2K
Then BPO, even KPO
Now products (especially in banking and financial services)
Consulting Integrated Downwards
Accenture
Cap Gemini
Deloitte
Now everybody wants to consult
Now recognized that IT alone doesn’t help
Consulting is big money
IT companies of all types trying to offer at least basic
advice and IT consulting
On Demand Service
Hamare Star Aapke Star
se Alag Hain
How Has IT Evolved
The internet is changing everything today
New technology and service marketing models
New delivery channels
Anybody can build / market
The game changers
Dell
Google
Oracle
AMD
i-flex
Salesforce.com
Amazon.com
You Tube / Ning / Netsuite
Nexaweb / SocialText / Zoho
Services
Hardware
Providers
Software
Providers
IT Service
Providers
Products
Consultants
General
Public
Organizations
How These are Consumed
Hardware can be
Bought
Leased / Paid for as per use
Licensed
Software Can Be
Custom Built
Bought
Licensed
Leased / Paid for as per use
Free
Services can be
Provided by hardware vendor
Through service provider
Through service provider
From consultant
Consulting can be
Offered by anyone, provided they have the necessary
capabilities
Are generally the domain of specialist consultants
HARDWARE
CONSULTING
Proportion of expenditure
SOFTWARE
SERVICES
Proportion of effort
Company
Hardware
Vendor (OEM)
Software
Vendor
(ISV)
IT Service
Provider
Consultant
IBM
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Intel
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Microsoft
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Infosys
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TCS
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Business
Objects
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Accenture
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Wipro
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HCL
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McAfee
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Red Hat
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Google
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IT Marketing Strategy is Aimed at
Organizations
Individuals
Marketing IT to Organizations
Organizational Decision Making is
Highly strategic
Often with mid-term / long term visibility
Highly risk averse
Highly dependent on prevailing business environment
Often influenced by history, policy, geography
Sometimes very complex and elaborate, based on innumerable
factors
Key factors involve
Cost / Benefit
Strategic Value of Offering
Addressing Real Pain Points
Reputation / Trust / Confidence
Understanding Individual Customer Requirements
Time to market
Vision / Roadmaps / Support
Marketing IT to Individuals
Individual Decision Making is
Sometimes hard to predict
Based on impression / confidence / brand equity
Mostly for immediate needs
With little research
Very often influenced by word-of-mouth
Often market driven, rather than self driven
Key factors involve
Perceived immediate value of the offering
Addressing generic requirements such as simplicity,
functionality, ease of use etc.
Strength of retail distribution
Strength of communication / use of media, POP etc.
Consumer marketing
Typical IT Marketing Functions
New Product Development
Commercialization Strategy
Corporate Communication
Analyst Relations
Account Research
Competitive Research
Versioning Strategy
Consumer Marketing
Collateral Management
IT Market Influencers
Recession
Cost – Competitiveness
Mergers and Acquisitions
DIY (Do-it-yourself)
Best Practice
Consolidation
Legacy Challenges
Standards and Compliances
For organizations marketing and supporting
technology-based products in today’s
complex commercial and industrial
environment, a pre-requisite to survival and
growth is to be effectively seen and heard.
Limited time windows in which to grasp
and maintain attention, let along market
leadership, combine with aggressive
competition to make a carefully planned,
proactive communications program
essential.
If that’s the big picture, then the day to day
reasons for good marketing communications
are just as important, especially when
organizations have a track record and a
customer base.
A pre-requisite of good selling is to keep your
customers informed. And, one of the spin-offs
of good communications with prospects,
customers and business alliances is that it’s
easier to engage and retain good staff.
Consulting and reporting
Media relations
Media monitoring
Issues monitoring
Sponsorship of events/ organizations
Government liaison
Communications research
Writing, graphic design and production
services
Newsletters
Advertising
Marketing collateral
Outsourced journalism/advertorial
production
Speech writing
Building better communications for better
marketing
To support their marketing activities
Announce a new product, new service or
facility
Educate customers and prospects about
product and technology advances
Locate distributors
Tell state, local or federal government
agencies about themselves
Thank You