Marketing

14th October 2005, Friday

Marketing in a software company - driver or passenger?

no photo available Àndrey Nikishin

Kaspersky Lab
head of strategic developments and market research department
Marketing as a key tool of influence on software development, acquisition strategies, and general strategy for developing a company.
 
Topic language Russian
Audio file for isdef memebers only

Affiliate Marketing Today

Brant Pallazza Brant Pallazza

Digital River
Vice President
RegNow Affiliate network is now oneNetwork. With more features including weekly payments, rewards and bonus programs, plus more ways to sell software, Digital River has taken affiliate marketing to new heights.
 
Topic language English
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10 pieces of advice on how to build a successful software business

Ratmir Timashev Ratmir Timashev

ABRT Technology Fund
Advice on building a successful software business focusing on the markets of the US and Europe will be presented by the speaker. Advice will be offered on how to organise sales and marketing of software products. Typical problems and mistakes made by earlier companies and recommendations on how to minimize such problems will be examined. The presentation is designed for software company founders and directors, who either have good and popular products or are close to the release of such a product. The presentation can also be of use for companies who have sales in the US and Europe who wish to increase and bring the organisation of their sales and marketing to the next level.
 
Topic language Russian
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Development Perspective: Features of the Future

no photo available Luca Giannone

Share*it!
Director
Share*it! announces its new features in Product Management.
Learn how you grow and manage Reseller and Key Accounts.
 
Topic language English
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Getting More Ink

Phil Shnyder Phil Shnyder

AvanQuest
Getting articles and reviews of your software is easier than you think, and it brings many benefits. From increasing download and sales to increasing the reputation of your product and company, the press can help your company and product. Even the smallest companies can get their message out without using expensive PR agencies. This presentation will provide tips and advice on working with the press.
 
Topic language English
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Audio file for isdef memebers only

Instant-messaging and integrated services - future of internet-communications

Dmitry Grishin Dmitry Grishin

Mail.ru inc.
Chief Executive Officer
International market of IM
Communicating services, trend of development - integration
Principes of structure of the first russian IM - Mail.Ru Agent
Expirience of integration, statistic, rate of growth
History of development, tests and mistakes
New version of Mail.Ru Agent
Future of communication services market
Developers are invited!
 
Topic language Russian

Round-table on working with the media

Tatyana Tsvetkova Tatyana Tsvetkova

Softkey
PARTICIPANTS: Ashot Oganesyan, SmartLine, Olga Manannikova, Softkey, Edward Erkola, Cnews, Pavel Moroz, Business, Denis Viktorov, Computerra
 
Topic language Russian
15th October 2005, Saturday

Promoting and distributing your software with Tucows

no photo available Greg Weir

Tucows
 
Topic language English
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International Strategies in Online Marketing

no photo available Cornelia Seitz

element 5 / Digital River
Director of Marketing Consulting
Expand your worldwide online presence and reach new customers. You will learn how to enter target markets and increase your profits through country-specific marketing solutions.
 
Topic language English
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eBusiness - creating revenues

no photo available Dr. Dietmar Waudig

Asknet.de
CEO
- Electronic commerce outsourcing solutions to software publishers, online retailers and other suppliers of digital media;
- Internet software distribution capabilities;
- Digital product delivery to online users in North American, European and Asia-Pacific markets;
- Processing unique and localized payment methods;
- Handling complex international tax structures and supporting online shopping carts in multiple languages;
- How software publishers are able to maximize their worldwide online sales at minimum cost.
 
Topic language English
Audio file -- not available --

Strategic OEM Partnering

no photo available Mark Sochan

Nuvonix
CEO
Mark will present an overview of how startup companies can accelerate their go-to-market strategy by OEM licensing their technology to large software companies such as Microsoft, IBM, SAP, and Oracle. Learn how to establish contact with the large software players, how to make an effective presentation, and negotiate the best terms possible.
 
Topic language English
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Penetrating Foreign Markets

Phil Shnyder Phil Shnyder

AvanQuest
Increase your sales by expanding into new territories. This presentation will talk about the basics of targeting foreign markets - support, marketing, sales, and PR. It includes tips on choosing which territories to target first - and also provides tips on choosing the right partner.
 
Topic language English
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Trend-scouting e-commerce

Christian Blume Christian Blume

Cleverbridge
e-commerce has evolved tremendously over the past decade. From product marketing to processing orders to e-commerce system administration, innovations are changing the way e-commerce is conducted. The evolution continues! Find out where we see the market moving and what trends are driving the next generation of e-commerce solutions.
 
Topic language Russian
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Characteristics of the competitive struggle at various stages of development of a business

no photo available Mikhail Kalinichenko

StarForce
1. Basic approaches to developing a business:
- niche (territorial or product-related);
- global.
The objective impossibility of longterm existence in a territorial niche for a software developer.

2. Characteristics of competition for niche companies and broad-profile companies in segments B2B and B2C. A 2x2 matrix is derived with individual characteristics in each case.

3. Change of competitor action according to the market share acquired. Switching from minimal competition at less than 2-3% of the market, to passive competition at the level of individual products and regions with 3-10% of the market, and to all-out competition at all levels (sales channels, patenting, damping, counter-advertising and negative marketing) reaching 10%.

4. Possible strategies for exiting from a business at each of its stages.
 
Topic language Russian
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The image of a software company. Creation of a real image in a virtual world.

no photo available Mikhail Penkovsky, Agnitum; Dmitry Kurashev, Famatech
How important is image for a software company? Does one liken software with cult designer development, or regard it as a impersonal functional tool? Problems of under-valuation of domestic development, misconceptions of western clients regarding risks related to the purchase of software through Russian companies. A user's selection between the functionality of a product, its quality (real) and brand image, and perceptions of the reliability of the manufacturer (virtual). The creation of positive stereotypes relating to Russian software development.
 
Topic language Russian
Audio file for isdef memebers only

Modern business PR Strategies

no photo available Ilya Shamin

àãåíòñòâî "Áèçíåñ Òåððèòîðèÿ"
1. Business Communications Scheme, Stakeholders, Target Audiences
Modern business communications. Communications strategy genesis over the past 100 years in the world and in Russia. Allies & transmitters.

2. Reputation, Image and News
Notions discrepancy and tools discord. Common reputation building mistakes.

3. PR-campaigns
Resources
Sense, experience, money, time, network, information.

4. Building PR-communications Model
Values, messages, channels. Defining PR standards. Business processes.

5. Media Relation
Journalists goals. Mass media capacities, pluses and disadvantages. What makes it news. Collaboration methods and tools.

6. PR vs. Advertising
Interchangeability and complementation.
 
Topic language Russian

Presentation/discussion: Mistakes of software company directors and marketers

Sergey Rizhikov Sergey Rizhikov

Bitrix
Director
Every company at some point or other has to deal with having made the wrong decision. And quite often the mistake is connected to the disregard of the basics of marketing, incorrect positioning of a product and company in the market, inaccurate determination of the key functional qualities of a future product, or with faulty or non-existent strategic alliances.

During the discussion we invite participants to talk for 1-2 minutes about their mistakes relating to marketing. An introductory talk on the speaker's subject. We suggest that those wishing to give such a talk get in touch with us by telephone at (095) 999-51-21 or e-mail at rsv@bitrixsoft.com.
 
Topic language Russian
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Building a marketing department in a software company

Tatyana Tsetkova Tatyana Tsetkova

Softkey
1. Do you need a marketing department?
2. The evolution of a marketing department in a company: from a single person to an effective team. Problems of expansion.
3. A marketing department's spheres of responsibility. What the majority of marketers don't do.
4. The organisation of a marketing team using the example of Softkey.
5. How to stimulate department colleagues.
6. Difficulties of interaction with other departments and management.
7. Evaluating the quality of a marketing company's operation.
 
Topic language Russian

Gauging the efficiency and optimisation of an on-line business

Sergey Eliseyev Sergey Eliseyev

SunnyGames
Any on-line business depends first and foremost upon traffic, and precisely because of this there exists a huge number of methods for building traffic aimed at ensuring the largest number of visitors to a site. But is a high volume of traffic really necessary? Perhaps one is just filling a sieve with water - where the sieve is the website and its visitors simply pass through it without stopping.
How does one monitor the behaviour of visitors at a site, measure the efficiency of the processes taking place at the site, and evaluate the sources of traffic? Is increasing the profit of an online business without building additional traffic possible? And does the capability exist for measurement and analysis of not only the online behaviour of users at a site, but off-line also, after the user has left the site?

In order to answer these questions, effective methods for measuring the online and off-line behaviour of visitors are necessary. These methods must be able to provide sufficient data for analysis and optimisation not only of your site and the business-processes taking place on it, but also potentially give you enough data for optimisation of the existing business-model as a whole, and ultimately assist you in opening additional sources of revenue.
This presentation will explore defining the problem, and development and distribution of such a method within our company.
 
Topic language Russian

The use of download-sites or submitting is not the only way

no photo available Mykola Rudenko
Problems of present-day effective utilisation of download-sites.
Dynamic PAD. How to create it and use it.
Introduction to the market. How to properly describe your product.
The method of alternative descriptions.
 
Topic language Russian
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Modern aggressive mass-marketing of software using the example of the Alawar Games Showroom Network

Roman Polyak Roman Polyak

Alawar Entertainment, Inc.
The Internet-sales market is expanding and changing. The battle for traffic to one's site (portal) is displaced by the battle for large traffic at large portals. The usual term 'Internet-server' is being replaced by the term 'aggregator' (provider of a large quantity of content for large portals with large traffic). Alawar, using technical and statistical solutions based on Bitrix, with the help of its strategic partner Softkey, has already launched the 'show case' system into commercial operation in the Russian Internet. Show cases for Western platforms are in test-use.
 
Topic language Russian
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16th October 2005, Sunday

Analysis of the promotion of a site in search systems with the use of AlterWind Log Analyzer Professional

no photo available Pavel Grusha

AlterWind Software
 
Topic language Russian
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An integrated approach to the marketing of a site in Western search systems

no photo available Sergey Neskhodovsky, Yuri Baranov

Web CEO
Defining a successful system of external links.
A look at the competition.
Registration of a site in search systems and directories. When it is a waste of time, and when it is essential.
Analysis of the efficiency of optimisation efforts in terms of integral position in search results. Dynamics and trends.
Analysis of the efficiency of optimisation efforts in terms of ROI (registration, subscription, sales).
 
Topic language Russian
Audio file for isdef memebers only

Weblog application and forums for building a target audience

Alex Savkin Alex Savkin

AKS-Labs
CEO
1. Weblog in the hands of independent software developers, general principles and analogies with established technologies. 2. Methods for creating a target audience: forums, blogs and RSS. 3. Review of reports made at the Global PR Blog Week 2.0 open conference.
 
Topic language Russian
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Characteristics of the Russian release of mass software

no photo available Yuri Rozhko

ID Ravnovesie
 
Topic language Russian

Prepare your software in advance: new in Windows Vista interface

Mike Granin Mike Granin

Softidentity Design Services
CEO
"From now on we will live differently…". Examples of new innovations. An overview of the official preliminary guideline from Microsoft (UX Guideline).
File formats.
What's new in the interface.
A look at the unofficial guideline for designers.
Economic ramifications: how much will it cost?
Dates for release of the preliminary version of Windows Vista.
 
Topic language Russian

Icon Language - from attractive pictures to attractive product.

no photo available Vadim Zanin
Icon - a double purpose object
Decoration - element of corporate identity: first impression.
Trigger - element of interface: fast and clear operation for user Importance of usage of common principles of building icons within one environment
Icons as road signs
What is ontology
Elements of in Windows and Mac OS
Separating form from content
- Form - style
- Content - formal description of relative placement of elements
- analogy of heraldry
Difficulties of designing set of icons compared to separate icons.
Real value of set of icons is in consistence and common principles.
New solutions to old problems.

 
Topic language Russian