information technology marketing. dr. onkar nath chief, information security, central bank of india...

Information Technology Marketing

Dr. Onkar NathChief, Information Security,

Central Bank of IndiaCISSP(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)

dronkar@yahoo.com

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 …HardwareSoftwareNetwareMiddlewarePeripheralsServicesSecurity productsTrainingResearch and DevelopmentMarket SurveyConsultancy and so on…

Who needs to buy them? Who needs to buy them?

Companies?Companies? Individuals?Individuals?

But how can you market to But how can you market to companies?companies?

companies are peoplecompanies are people

And people make the decisionsAnd 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

PricePlace

Promotion

This looks similar to...best product / service / etc…

…best price……best availability…

provided he knows about it

Decision TimeframeBasisExpectationImplications of Poor decisionEvaluationRequirement

How Has IT EvolvedPioneers

IBM Intel HP / Compaq Microsoft SAP Xerox Altavista

Some of these were marketing successes

Some just got lucky!!

How Has IT EvolvedIndia led the services space

Cost effective destinationFirst ADM came, then more after the dot-com bust and Y2KThen BPO, even KPONow products (especially in banking and financial services)

Consulting Integrated DownwardsAccentureCap GeminiDeloitte

Now everybody wants to consultNow recognized that IT alone doesn’t helpConsulting is big moneyIT 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 EvolvedThe internet is changing everything

todayNew technology and service marketing modelsNew delivery channelsAnybody can build / market

The game changersDellGoogleOracleAMDi-flexSalesforce.comAmazon.comYou Tube / Ning / NetsuiteNexaweb / SocialText / Zoho

GeneralPublic

Organizations

Hardware Providers

SoftwareProviders

IT ServiceProviders

Consultants

Products

Services

How These are ConsumedHardware can be

BoughtLeased / Paid for as per useLicensed

Software Can BeCustom BuiltBoughtLicensedLeased / Paid for as per useFree

Services can beProvided by hardware vendorThrough service providerThrough service providerFrom consultant

Consulting can beOffered by anyone, provided they have the necessary capabilitiesAre generally the domain of specialist consultants

HARDWARE

SERVICES

SOFTWARE

CONSULTING

Proportion of expenditure

Proportion of effort

CompanyCompany Hardware Hardware Vendor (OEM)Vendor (OEM)

Software Software Vendor Vendor (ISV)(ISV)

IT Service IT Service ProviderProvider

ConsultantConsultant

IBMIBM

IntelIntel

MicrosoftMicrosoft

InfosysInfosys

TCSTCS

Business Business ObjectsObjects

AccentureAccenture

WiproWipro

HCLHCL

McAfeeMcAfee

Red HatRed Hat

GoogleGoogle

IT Marketing Strategy is Aimed atOrganizationsIndividuals

Marketing IT to OrganizationsMarketing IT to OrganizationsOrganizational Decision Making isOrganizational Decision Making is

Highly strategicHighly strategicOften with mid-term / long term visibilityOften with mid-term / long term visibilityHighly risk averseHighly risk averseHighly dependent on prevailing business Highly dependent on prevailing business environmentenvironmentOften influenced by history, policy, Often influenced by history, policy, geographygeographySometimes very complex and elaborate, Sometimes very complex and elaborate, based on innumerable factorsbased on innumerable factors

Key factors involveKey factors involveCost / BenefitCost / BenefitStrategic Value of OfferingStrategic Value of OfferingAddressing Real Pain PointsAddressing Real Pain PointsReputation / Trust / ConfidenceReputation / Trust / ConfidenceUnderstanding Individual Customer Understanding Individual Customer RequirementsRequirementsTime to marketTime to marketVision / Roadmaps / SupportVision / Roadmaps / Support

Marketing IT to IndividualsIndividual Decision Making isIndividual Decision Making is

Sometimes hard to predictBased on impression / confidence / brand equityMostly for immediate needsWith little researchVery often influenced by word-of-mouthOften market driven, rather than self driven

Key factors involveKey factors involvePerceived immediate value of the offeringAddressing generic requirements such as simplicity, functionality, ease of use etc.Strength of retail distributionStrength of communication / use of media, POP etc.Consumer marketing

Typical IT Marketing FunctionsNew Product DevelopmentCommercialization StrategyCorporate CommunicationAnalyst RelationsAccount ResearchCompetitive ResearchVersioning StrategyConsumer MarketingCollateral Management

IT Market Influencers

RecessionCost – CompetitivenessMergers and AcquisitionsDIY (Do-it-yourself)Best PracticeConsolidationLegacy ChallengesStandards 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