GPS 2011 Slide - 1 COMPETITIVE STRATEGIES APAC Discussion

GPS 2011 Slide - 2 KEY COMPETITOR Why did we focus on E/ICDL? >Partners voiced increased competition in Asia, Africa, Middle East and Europe >Adoption of digital literacy varies between established and developing markets. >Understanding our competitive advantages, myths, pricing, and marketing options will give more opportunities to compete against competitors

GPS 2011 Slide - 3 SALES TOOL: BATTLE CARD The E/ICDL competitive battle card includes… Key sales messages Value propositions that explain common problems Conveys how Certiport solves those problems—with a much better solution! Positioning strategy section recommends the best action plan based on situation. Pricing and licensing section reminds us to compare the entire offering. Recommendations on how to counter common objections

GPS 2011 Slide - 4 ECDL / ICDL COMPETITIVE BATTLECARD

GPS 2011 Slide - 5 COMPETE USING MOS Lead with Microsoft Office Specialist program >Certiport is the sole authorized global delivery partner for Microsoft Office certifications. >ICDL’s 7-module certification competes, in terms of domain coverage, with IC³ and MOS. >If ICDL is pitching 4-module cert. than IC³ is competitive

GPS 2011 Slide - 6 OFFICIAL LETTER FROM MICROSOFT

GPS 2011 Slide - 7 COMPETE ON QUALITY Global standardized delivery IC³ is delivered exactly the same… everywhere and for all localizations E/ICDL is not standardized. Delivery method at vendor’s discretion – paper & pencil vs. computer- based Performance-based questions In some regions, E/ICDL uses a simple point & click method to test a real-world task IC³and MOS uses multi-step, full-pathway methodologies for performance-based questions. Accurately measures student knowledge of application

GPS 2011 Slide - 8 STOMP THE MYTHS >E/ICDL is a Non-For-Profit company?  E/ICDL Foundation is a non-profit and they produce the exam transcripts but do not distribute the exams.  Regional vendors are most often for-profit but position based on the foundation. These vendors develop and sell the exams.

GPS 2011 Slide - 9 STOMP THE MYTHS > E/ICDL’s endorsements....  Although governments and organizations may use E/ICDL exams, they endorse the concept of digital and IT literacy; they do not officially endorse E/ICDL  Impose as endorsement by mimicking government icons (ex: European Union).

GPS 2011 Slide - 10 CO-MARKETING WITH CERTIPORT >Fill out a Market Development Fund Request >Request vouchers for customers to test try Certiport’s certification products

GPS 2011 Slide - 11 TAKE ACTION 1.Pick up an ECDL / ICDL Competitive Battle card (internal use only) 2.Review with your internal teams 3.Reference during discussions with potential customers 4.Provide feedback to Certiport

GPS 2011 Slide - 12 Thank You! Copyright © 2011 Certiport Corporation. All rights reserved. Certiport and the Certiport Logo are trademarks or registered trademarks of Certiport Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. This document is provided for informational purposes only and is not intended as advertising. All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The information in this document is subject to change without notice.