Security Solutions & Services Selling

Marketing & Communications Plan

Prepared by Alex CHANG for

Executive Summary

Softline is an international software licensing company with a full range of related IT services: education, consulting, technical and legal support, IT outsourcing, cloud computing

Softline in Malaysia plans soon expansion of services by providing technical support, IT solutions (IT systems design, maintenance and servicing), Software Asset Management and legal support, consulting services (IT infrastructure deployment and upgrade). Softline expands SoftCloud project, a multivendor SaaS solutions provider, in Malaysia as well.

Softline to offer network security solution to the Malaysia enterprise customer seeing growth in the cloud computing in Malaysia & the region specific address to

MNC, Financial Service Institutions, Telco, Healthcare, Government, education & Manufacturing sector

Situation Analysis

As a branch of an outstanding organization, Softline Malaysia has an advantage of gaining knowledge and international experience worked out throughout all 23 countries and 18 years of successful operations. During this time Softline has built a comprehensive competency in managing relations with principals, supporting and training partners, and foremost, providing customers with solutions to all types of their IT-related issues.

In 2013 Sofline will leverage on the 19 years of experience in the software, expand the consulting in Network Security Solutions & service offering in Malaysia address specific to the in to Malaysia corporate users as follows with more than 500 PC users

Multinational Company, Financial Service Industry, Telco ,Government, Education, Healthcare & Manufacturing

To establish Softline Malaysia office as the software expert company in Malaysia, building brand equity and awareness among the corporate market and Malaysia IT Business Scene.

Market Summary

According to frost & Sullivan, Malaysia’s network Security market is expected to experience strong growth in the coming years, with CAGR predicted to hit 12.6% during 2012 to 2018 reaching a total market size of USD126.8 million in 2018.

Cloud & Mobile will be continue to be high on the list of priority as enterprises in Asia & Malaysia specially continue to adopt the technologies

Rapid grow on consumer owned Smart Devices causing significant challenges to many organizations, as many of the employees are using their own devices to the corporate network at work, which increase the risk to enterprise’s information security.

The enactment of “Personal Data Protection Act”, local financial institutions and telcos service provider are compelled to re-access their current enterprise security needs and infrastructure.

Source: Digital News Asia Jan1st 2013

Market Needs

Business drivers are changing the face of information technology. Virtualization and cloud computing are optimizing resources, saving costs, and offering new and exciting ways of delivering 24x7 services.

Working practices are also evolving with the impact of consumerisation and the adoption of mobile devices, iPads, tablets, and smartphones, these changes are creating challenges as organizations secure and manage their diverse and dynamic system infrastructure, including physical servers and endpoints, virtualization, and cloud services.

Increasing Usage of Cloud Services in Non-traditional Sectors such as non mobile /dynamic office and large geographical coverage & multi-branch location industry i.e. Government, Manufacturing, healthcare & education and the adoption also lead in the rise Cloud Service-specific Attacks

Growing Usage of Cloud Services for Critical Data Storage

Rise in Employee Mobility user that may connect to enterprise network from the café, customer location, home or commuting.

Enterprise preference to have a single vendor & expert for their network security deployment

Market Trend

The corporate mobility landscape is increasingly complex as employees use their own technology within enterprises, part of a trend called “the consumerisation of IT.” Many employees expect to use their personally selected smartphones, tablets, laptops and other platform providers for work .To address this expectation, many enterprises are deploying bring-your-own-device (BYOD) programs, which enable employees to use personal devices for work-related activities. To capture the value of BYODs need to use a wide variety of measurement strategies that evaluate the impact on corporate expenses and activities.

Broadband Internet penetration & connected network has brought a new era of communication between people to people, more than 90% of people in the urban area are connected to internet via various types of connectivity i.e. Fix broadband, mobile, hotspot to the work space and access enterprise resources & work activities.

Today’s most damaging attacks are targeted specifically at enterprise users, systems, vulnerabilities, and data. Cyber Crime and are more sophisticated than ever, using insidious social engineering techniques to Cybercriminals can remotely and covertly steal valuable data, potentially destroying your competitive advantage.

Increasing Partnerships between Cloud service provider and Security Solution Providers Expected, Increasing Emergence of Cloud Service-specific Security Solution Providers & Strong Cloud Security Standard and Guidelines. Identity Management and Encryption to Remain the Top Cloud Security Solutions Offered. Availability of Cloud Security Solutions for Small and Medium-sized Businesses (SMBs)

Market Growth

Worldwide market size for cloud value from 2010: US$241 million in 2010 to US$963.4 million in 2014 with growing at a CAGR of 41.4 percent

According to frost & Sullivan, Malaysia’s network Security market is expected to experience strong growth in the coming years, with CAGR predicted to hit 12.6% during 2012 to 2018 reaching a total market size of USD126.8 million in 2018.

Cloud & Mobile will be continue to be high on the list of priority as enterprises in Asia & Malaysia specially continue to adopt the technologies

Increasing worker productivity is the top benefit achieved from deploying BYOD programs. Over 80% of firms base their business case for deploying BYOD programs on improving worker productivity, and nearly 70% achieved increased bottom line revenues.(source : Forrester Consulting July 2012 for Trend Micro)

Drivers & impact

Drivers & Impact in APAC

The Company Softline

The main activities of Softline in Malaysia are sale of a broad range of licensed software along with value-adding supporting services. By software sales we mean not only solving logistic problems, but also qualified selection of the most effective licensing schemes amongst wide range of products, which will lead to optimization of client’s IT budget.

Softline in Malaysia plans soon expansion of services by providing technical support, IT solutions (IT systems design, maintenance and servicing), Software Asset Management and legal support, consulting services (IT infrastructure deployment and upgrade). Softline expands SoftCloud project, a multivendor SaaS solutions provider, in Malaysia as well.

All the services rendered by Softline aim on efficient use of software and optimization of clients’ business processes. Key business principles of our company are – focus on quality, continuous improvement, reliability and professionalism.

Mission

Softline supports and helps: Clients – to be competitive due to the use of modern information technologies. Not a

single company can be efficient today without IT

Employees – To Work in a top technology company that fulfills it’s obligation to employees and provides them a opportunity to grow professionally

Government – To Benefit from IT usage and operate with better efficiency. We are responsible for the development of the IT industry in our country!

Developers – To take advantage of our unique marketing and sales channel, vital for success business.

University and School Students – To Gain The knowledge necessary to make an interesting career, succeed in life and achieve personal goals

Softline invests its profits in developing business in the countries where it is represented.

Softline is a company that future generations will value working for.

Positioning

Softline’s Competitive Advantages

Leading international company on the software licensing and IT-services market. We have knowledge about more than 3,000 software manufacturers’ products, and experience in all type of client support.

Clear market positioning. Softline focuses exclusively on software and IT-services and their efficient application.

Strong and stable brand with a 18-year history on the market. It is renowned by global vendors and clients.

Rapidly growing company, applying an innovative approach to business.

Video

Corporate Video.. (file too big to include)

Service Offering

At Softline Malaysia offers the following services & solutions

Softline Services include IT outsourcing, consulting, design, implementation and deployment

Security Competence Centre

Pentest; Penetration tests: real confidence in your security system

IT Asset Management

Softline Cloud Services 

SaaS (Software as a Service) 

Softline Cloud Services directory

Technical Support

Software vendors

Softline specialization on Malaysian market is in security products and enterprise solutions, offering customers in Malaysia such software as:

SWOT Analysis

Strengths

True expertise. principals know this area very well. Softline Group posses more than 19 years of experience and expertise in building, optimization, Support and IT infrastructure development

Branch Presence in 64 cities and 24 countries in Middle East, South East Asia & Latin America, serving wide scope of customers

Established well known Clients including MNC, Corporate & government agencies in entire territory of Russia, CIS-countries and other continent.

Staff force with 2000 staff force and more than 3000 product offer in Softline group around the world

Weaknesses

Marketing. As a group are good at the direct sales involved in making a close, but don't have the resources required to do much general marketing. will depend on word of mouth first as main form of generating leads in Malaysia.

Staff. Currently with limited human capital in order to capture more opportunity

Brand & Equity of Softline in Malaysia is low and with limited customer reference and track record.

SWOT Analysis

Opportunities

Internet growth. Companies are being dragged into worldwide marketing, like it or not. Growth rates are very high, opportunities are obvious.

Grow in the Cloud Computing and Consumerisation of IT and in SME Space

Malaysia IT market growth. The internet & IT divide in Malaysia is narrowing down, customer/enterprise are seriously looking into network security and other IT consulting & outsourcing services available to drive down cost.

Growing with hiring full-time employees, with more resources including marketing, technical and sales.

Threats

The Internet is a threat as well as an opportunity. Our expertise is about crossing borders, managing multiple markets, and the problems solve are being reduced in importance by the growing availability of information. Specific example: software companies used to charge huge premiums for software available in the different smaller markets, but their potential customers are now much more likely to see available prices elsewhere and buy over the net.

The larger, branded competition is recognizing Softline MY niche. They are beginning to compete in this area, recognize Softline MY niche.

Existing and New competitors are defending and developing in Malaysia markets. Particularly as the European market grows, competitors developing in that area become more significant.

Competition

The key element in purchase decisions made by Softline’s customer level is the trust in the professional reputation and reliability of the company.

The competition comes in several forms: The high-level prestige system integrators i.e CSC, Heitech Mesiniaga.

These are essentially generalists who take their name-brand management consulting into specialty areas & customer base on their relationship with the customer

The third general kind of competitor is the international Hardware IT brand company: HP, IBM, Dell, These companies are formidable competitors for offering hardware intregration and consulting business that may use Softline direct competitor’s prooduct

Macro environment

New technology & IT infrastructure has become the driving force of the market, the internet is changing high-tech marketing overnight, millions of users connect to the network for work and leisure.

While enterprise used to deal with network traffic and monitoring, consumerisation of IT brought a new threats to the enterprise network.

IT manager facing challenges to monitor and control network traffic and access of personal devices and office IT equipment to websites that potential to lead to security breach.

Hacking by cybercriminal from the corporate website and penetrate firewall stealing or modify company website information and data.

Marketing Strategy

Strategy is to focus, Softline to focus on a few specific area of expertise and industrial /business sectors, as Softline are the true expert in software and solution offerings.

Softline will focus on 7 business sectors; FSI, MNC, Government, Telco, Healthcare, education and manufacturing by the network security solution offering and in tailor to the business sector needs

The Target customers is usually IT manager in a larger corporation with more than 500 Computers and occasionally business owner of the medium sized corporation in a high growth period.

Marketing Objectives

Softline Need to establish as expert in Network Security offering This mean being quoted in the major players, quoted in major trade press,

speaking in in industry event and gaining recognition.

Softline need brand-name reference clients By the end of 2013, Softline will need x number of brand name can be cite

as clients, generate success stories and case study

Softline need at least one client in each industry sector MNC, Government, Healthcare, Telco, Education, FSI, Softline can not claim

cross industry solution provider without being serving the mentioned customers.

Financial Objective

Sales of xxx,xxx in 2013, and xxx,xxx by 2015

Gross margin of business higher than xx% and not lower than xx%

Net Income more than xx% of sales by the x year

Target Market

As indicated Softline will focus on a few sector and well chosen potential customers in he various industrial sectors offering industry related network security solution requirement for MNC

Government

Healthcare

Telco

Education

FSI &

Manufacturing

Financial Service; 3; 18%

Manufacturing; 3.2; 19%

Healthcare; 1.4; 8%Telco; 1.2; 7%

Government; 3.6; 21%

Education; 2; 12%

MNC; 2.5; 15%

Sales in US(M)*

Financial ServiceManufacturingHealthcareTelcoGovernmentEducationMNC

Target Market segmentation.(sample)

Service Offering

Softline specialization on Malaysian market is in security products and enterprise solutions, offering customers in Malaysia such software as below: