رویکردها و روشهای بازاریابی ICT در جهان سمینار بازاریابی فناوری اطلاعات و ارتباطات 9 اردیبهشت ماه 86

بازار فناوری اطلاعات و ارتباطات در جهان ICT Indicators Main telephone lines (millions( Mobile cellular subscribers (millions) International telephone traffic minutes (billions( Personal computers (millions) Internet users (millions)

بازار فناوری اطلاعات و ارتباطات در جهان

* رایانه ها – سخت افزارها، لوازم جانبی * رایانه ها – نرم افزارها و خدمات * خدمات و محصولات Telecommunication * قطعات الکترونیکی و لوازم تست * مالتی مدیا و دیگر محصولات انواع محصولات و خدمات بازار ICT [,32]

مطالعهء موردی سخت افزارها مایکروسافت XBOX * Mature Market: Millions of Other Consoles Users * Games are not transferable * Could not succeed without games

مطالعهء موردی سخت افزارها مایکروسافت XBOX Core Gamers: More than 25 hours per week playing

مطالعهء موردی سخت افزارها مایکروسافت XBOX * 3 times faster graphics processing unit (GPU) * The most powerful CPU * An internal hard drive * Easy controller ports for multiplayer * Internet connection for broadband

* RedHat Model: Support & Services * MySql Model: Commercial License * Zend Tech. Model: Commercial Products مطالعهء موردی محصولات متن باز (Open Office)

* Financial Independence * Organizational Maturity By 2010: * Market leadership (>50%) * 40% of all users مطالعهء موردی اهداف بازار Open Office

* Disruptive Marketing:  Target Markets Unattractive to Competitors  Compete Against Non-Consumption * Low-End Disruption:  Can’t Pay, More than their needs مطالعهء موردی استراتژی بازاریابی Open Office

* OpenOffice.org  Open source license * Star Office  Commercial Off the shelf مطالعهء موردی Market Segmentation

governments (especially in the developing world); education establishments (schools, colleges, universities); public libraries; small/medium enterprises (SMEs); NFPs (Not-For-Profits – charities, voluntary sector, etc); OEMs - Own Equipment Manufacturers building PCs with pre- installed software, especially for the low-cost / home end market Linux distributions looking for an office suite to 'bundle' مطالعهء موردی OpenOffice.org Multinational Corporations Sustaining Innovation First World Governments

* Lower-cost solutions for end-user * Core competencies * IT-based revenue-generating opportunities in wholesale lines of business * Network-centric IT: low-risk, low-gain strategy * Acquiring an IT services company: high risk, higher rewards * A vertical-sector sales focus * Don’t think too global مطالعهء موردی بازارTelecommunications (Telcos) [3]

بازارTelecommunications سدها و محرک ها

بازارTelecommunications وضعیت بازار فعلی

بازارTelecommunications BT

Marketing Strategy * Segmentation: Account size Geography * Strategy: networked IT specific customer groups * Results: Improved direct mail campaign response rate by 100 percent

مطالعهء موردی قطعات الکترونیکی * Decline in demand * Arrow Electronics: Sales 22% down 73.8 million $ loss

Bundle Products and Services

Types of bundling * Price bundling HP: Photo Printers and Digital Cameras * Product bundling Computers: Internal Modems * Lifestyle solutions: Electronic Components and Insurance Warranty Profit margin :from 40% -80%

Freeserve Christmas Shopping Game Increase awareness Online shopping * Viral marketing مطالعهء موردی مالتی مدیا ( Computer Games )

* Viral Marketing Utilizing social networks Developing by logistic curve Result in 3 weeks: referrals game sessions 35% more clicks مطالعهء موردی مالتی مدیا ( Computer Games )

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