Sections

Marketing, Advertising and PR

06th October 2006, Friday

How to Price Your Software

Luca Giannone

Digital River
Director share-it!

Ever wondered how other companies price their products? How is it possible to attach a price to an intangible asset and maintain credibility on the one hand and maximize the revenue stream on the other? There are no secret formulas, but there are helpful approaches that should be considered.

[add to Outlook]

Topic language English

Duration 40 min.

Start time 15:00 - 15:40

Location Sokolniki

5 questions about marketing that concern any manager (and the answers, of course)

Igor Mann

Arctel
Marketing Director

So, what is marketing? What tasks is it used for?
How can it be best organized in a company?
Who should be responsible for marketing?
And, finally, how does one measure its efficiency?

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 15:40 - 16:20

Location Sokolniki

These blogs then, are they any good at all?

Anton Antich

Microsoft. http://sundaybytes.com/
Global alliance Manager

- How does a blogosphere work: brief course
- how can I personally benefit from a blog?
- How can my company benefit from a blog?
- The principles of creating a successful blog
- Conclusion: it's all just getting started :)

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 16:20 - 17:00

Location Sokolniki

Particulars of software pricing

Dmitry Kharchenko,

Elcomsoft
Marketing Director

- Peculiarities of software as a product and of its pricing.
- Major software licencing types
- Pricing strategies
- General recommendations
- Bundling

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 17:30 - 18:10

Location Sokolniki

Using Multi Variate Testing (MVT) to increase conversion rates

Christian Blume

cleverbridge AG

Multi variate testing (MVT) is a way to analyze a variety of changes to a given status quo and the impact these have in the conversion rates. While this methodology has been used for decades in the "real world", the e-commerce industry is catching up in implementing MVT to create and analyze different cart and checkout configurations. MVT is about improving your conversion rates by replacing "gut feeling" with "facts" to drive your online sales.

[add to Outlook]

Topic language English

Duration 40 min.

Start time 18:10 - 18:50

Location Sokolniki

New method of software distribution

Svyatoslav Lushnya

SoftDeluxe

Analysis of the competitive situation in the user software distribution market. Ideology of the«Giveaway of the day» service that allows extra income of up to $1000 a day per programme, and additional branding.

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 18:50 - 19:20

Location Sokolniki

07th October 2006, Saturday

oneNetwork Affiliate Program

Cornelia Seitz, Director of Marketing Consulting, Tetyana Franke, Marketing Consultant

oneNetwork, Digital River

Learn how the Digital River oneNetwork combines proven affiliate technology with the commerce engines giving you access to over 60,000 software specific affiliates to accelerate your online sales.

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 10:00 - 10:30

Location Sokolniki

How to cooperate with Google

Sergey Burkov

Google
Head of Moscow development center

Google offers independent software developers a series of cooperation programs which will allow the developers to build their Internet-application on Google platforms, get free traffic and monetize their applications receiving a share of Google AdSense ads revenues.
Among such projects there are Maps API, Gadgets API and Google Coop.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 10:30 - 11:10

Location Sokolniki

Partner Network: Rich or Famous?

Sergey Ryzhikov

Bitrix
Director

1. What have we done and who needs it? (definition of market need, does it actually exist)
2. Market capacity and volume: Confused definitions? Evaluation parameters (product price, distribution area, competitors, consumer segments, temporary fluctuations).
3. Visual profile of a possible partner (what it really is and what it seems to be)
4. "So where's the money?" Who profits from whom and how much do they make? Transparency of cost estimates - a key to partners' trust.
5. Ambitions and money - the unity of opposites. Anyway: rich or famous?
6. Partners ... who are they: friends, comrades in arms, or a means of achieving the economic indicators?
7. Should we confer with our partners when changing the pricing or licencing policy? Should we grant discounts to end users? Damping by partners.
8. Marketing, PR, positioning - three components of success when working with a partner network.
9. Human factor in the communication with potential and existing partners. Principal enemies of compromise: indifference, noninvolvement, ignorance or unwillingness to listen to the other party.
10. Equi-distance and equi-proximity of partners. Should we grant exclusive conditions?
11. Unconventional ways of communicating with partners - company traditions (partner contests, conferences, dinners, personal informal meetings)
12. Managing a partner network online: partner certification system, sales statistics, rankings. 13. Success formula - mutual trust and openness.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 11:10 - 11:50

Location Sokolniki

Business Continuity or Time Is Money

Pavel Khrapkin

Symantec Corporation
Sales Director, CIS countries

Everybody knows that software is not just to be sold to a client, but the client's business objectives need to be met or 'big money' saved by spending 'small money' on a programme. This marketing textbook maxim becomes especially important when a product is offered to a large company of 100 employees or more. The simplest example with a one-day downtime of an Exchange Server in a company of, say, 500 persons earning $1000 per month each, may well result in losses amounting to $50 per day х 500 = $25k. So the cost of downtime or business automatization failure may well be assessed. The British Business Continuity Institute actually adopted the PAS56 standard in order to resolve this issue. Symantec's vast expirience in software product sales both to small companies and giant corporations around the globe allowed to develop a number of programme products and techniques permitting to evaluate the practical level of risk in dollars and cents, then select the right technology, and, upon its introduction, conduct a new assessment proving the risk level to have been reduced by a larger sum than the one that was spent on the project.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 12:30 - 13:10

Location Sokolniki

A Round Table on Corporate Sales - One Subject Viewed by Two Parties

Dmitry Kurashev (Famatech), Ashot Oganesyan (Smartline), Alexander Levchenko (Usergate), Andrey Glazunov (Mincomm)

[add to Outlook]

Topic language Russian

Duration 50 min.

Start time 13:10 - 14:00

Location Sokolniki

Media Planning for Software Companies in the Internet

Mikhail Trufanov

RA Arton
CEO

Main ways to plan advertising in the internet. Determining the objectives of an advertising campaign. Ru.net audience and possibilities of its segmentation for software developers. Determination of price limits for software companies' advertising in the internet. Ways of media plan optimization.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 15:00 - 15:40

Location Krymski Val

Methods of Increasing the Efficiency of Contextual Advertising

Nikolay Shestakov

Sales Group Manager
Yandex

Contextual advertising market trends, methods and techniques of increasing the efficiency of contextual advertising. Yandex's special features. Directa for advanced users. Techniques of analysing the results of contextual advertising campaigns.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 15:40 - 16:20

Location Krymski Val

Internet Efficiency Measurement

Fedor Virin

Mail.ru
Research Director

- Methods and tools for the measuring of internet marketing efficiency,
- efficiency criteria,
- post-click analysis,
- integrated communications research methods

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 16:20 - 17:00

Location Krymski Val

Promotion of Software Companies' Websites in Russian Search Engines

Mikhail Kozlov

Ashmanov and Partners
Internet-marketing Director

What kind of audience do you need. Selecting the demand: how to screen the right way. Working with links.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 17:30 - 18:10

Location Krymski Val

PR in Germany - how to start business in one of the biggest Software markets in the world

Mirko Lange

talkabout communications gmbh
Managing Director

- Media landscape in Germany
- Case studies - how other Russian software companies succeeded
- How to choose the right PR agency in Germany
- Six steps to get into the German media
- Do's and Don’ts of Media contact
- Costs of a PR programme
- Q&A session

[add to Outlook]

Topic language English

Duration 40 min.

Start time 18:10 - 18:50

Location Krymski Val

Additional revenues from affiliate networks, SEO and cooperation with software archives

Svaytoslav Lushnya, Victor Sazhin

SoftDeluxe

Review of the internet software distribution – decreasing efficiency of software distribution through software archives and affiliate networks, methods for output increase, the reasons for growing importance of SEO and advertising in PPC search at the promotion of products. Presentation of service that gives extra revenue stream from SEO and software archives.

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 18:50 - 19:20

Location Krymski Val

08th October 2006, Sunday

Working with media in the extreme conditions of an exhibition

Andrey Kuzin

3DNews.ru
Publisher

- Planning of meetings (nobody's dropping in)
- Holding interviews (preparation of attractive tricks)
- Materials for media (new traditions)
- Making friends (nice and useful)
- Media monitoring (who is who)
- Online and offline media (differences and specifics)
- Info-sponsorship (worth nothing but admired)
- Night life (all's just getting started)

[add to Outlook]

Topic language Russian

Duration 35 min.

Start time 12:00 - 12:35

Location Sokolniki

A fatal mistake of software company's PR manager or practical tips for working with media

Alexander Andreev

Promt
Marketing Director

The importance of media contacts in software product promotion is self-evident, but how can PR communications be made really efficient? The report will include a review of individual cases of typical mistakes made by PR specialists in their work with mass media and present a number of recommendations for increasing the media contacts efficiency.

[add to Outlook]

Topic language Russian

Duration 35 min.

Start time 12:35 - 13:10

Location Sokolniki

Software publishing & Sales in German Speaking Europe

Joost van Leur

Top Systems
managing director

This presentation addresses the particularities of this market, publishing strategies, the generic aspects and what is specific to this market. Based on this there are a couple of entry strategies which will be discussed focussing both on Consumer/stand alone products and Enterprise/server/multi-user products. Also some pitfalls will be addressed that have to be avoided and by avoiding significantly increase the level of success.

[add to Outlook]

Topic language English

Duration 35 min.

Start time 13:10 - 13:45

Location Sokolniki

Developers Motivation Fund: When Money Goes First

Alexander Lozhechkin

Microsoft
Expert on Software architecture

The report is dedicated to the results obtained by the developers motivation fund set up by Microsoft in cooperation with Softkey. With help from the fund, developers of end-user applications get the opportunity to receive extra financing for their developments until the first sales of the application. Hundreds of requests have been considered during the time of the fund's operation, several applications created with support from the fund have successfully found their way to the market and are bringing profit to their creators. In their reports, the fund's organizers (Alexander Lozhechkin on behalf of Microsoft and Alexey Rovdo on behalf of Softkey) will speak about the fund's activities, review typical mistakes and retell applicants' success stories.

[add to Outlook]

Topic language Russian

Duration 15 min.

Start time 13:45 - 14:00

Location Sokolniki

Holding a Press Conference as the Key PR Campaign Event

Olga Manannikova

Softkey
И.о. руководителя отдела маркетинга

A successful press conference is like a good date: it brings the direct result and promotes further development of relations. This is why the event has to be organized in such a way as to:
a) meet exactly the people you want to meet;
b) get them interested without appearing obtrusive;
c) give hope for fruitful long-term relations;
d) make them look forward to the next meeting;
e) when you succeed, be sure to call and invite them for a new meeting.

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 15:00 - 15:30

Location Sokolniki

Working with western PR-agencies

Anton Levchuk

Famatech
Marketing Director

- selection of the appropriate PR-agency,
- creation of the working process,
- work control organization,
- press-tour: organization, realizationm, follow-up,
- estimation of PR-agency activity

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 15:30 - 16:00

Location Sokolniki

Product or Service - Which Model Is the Better One?

Alexander Lyskovsky

Alawar Entertainment
CEO

- Comparing the product and service models of software promotion and sales ;
- Examples from parallel universes - music, games and other digital content;
- Examples from cross universes – Offline;
- How all of us can use similar experience – cases of changed IT sales models;
- The main question: who are we – developers and sellers or creators of a community?

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 16:00 - 16:40

Location Sokolniki

Asian Markets Specifics

Vitaly Shipitsin

SmartLine Inc

[add to Outlook]

Topic language Russian

Duration 20 min.

Start time 16:40 - 17:00

Location Sokolniki

CD as a lucrative means of software promotion and advertizing

Mikhail Zlokazov

BUSINESSSOFT
CEO

1. The today’s market of CDs estimates 100 mln of advertisement units.
2. The condition for placement of your software in this market is working with a large publisher.
3. Revenues in this sector are immense.
4. Specifics of agreements – royalty + fix.
5. Examples of agreements with developers.
6. Possibilities of co-development.
7. Developers management from the point of view of a publisher.
8. Frequent mistakes made in working with publisher.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 17:30 - 18:10

Location Sokolniki

DOWNLOAD.RU as a means of promotion and sales on the domestic software market

Alexander Puchkov

Download.ru
Project Manager

- Difficulties that software developers experience in promoting via the internet in Russia
- New possibilities of Russia's oldest software catalogue Download.ru for software developers and resource visitors
- DOWNLOAD marketing programme for software developers.
In particular, software developers will be able to learn how to profit with our assistance and how to bring more target audience to their resources.

[add to Outlook]

Topic language Russian

Duration 40 min.

Start time 18:10 - 18:50

Location Sokolniki

	Luca Giannone Digital River Director share-it!
Ever wondered how other companies price their products? How is it possible to attach a price to an intangible asset and maintain credibility on the one hand and maximize the revenue stream on the other? There are no secret formulas, but there are helpful approaches that should be considered.
[add to Outlook]

Topic language	English
Duration	40 min.
Start time	15:00 - 15:40
Location	Sokolniki

	Igor Mann Arctel Marketing Director
So, what is marketing? What tasks is it used for? How can it be best organized in a company? Who should be responsible for marketing? And, finally, how does one measure its efficiency?
[add to Outlook]

Topic language	Russian
Duration	40 min.
Start time	15:40 - 16:20
Location	Sokolniki

	Anton Antich Microsoft. http://sundaybytes.com/ Global alliance Manager
- How does a blogosphere work: brief course - how can I personally benefit from a blog? - How can my company benefit from a blog? - The principles of creating a successful blog - Conclusion: it's all just getting started :)
[add to Outlook]

	Dmitry Kharchenko, Elcomsoft Marketing Director
- Peculiarities of software as a product and of its pricing. - Major software licencing types - Pricing strategies - General recommendations - Bundling
[add to Outlook]

	Christian Blume cleverbridge AG
Multi variate testing (MVT) is a way to analyze a variety of changes to a given status quo and the impact these have in the conversion rates. While this methodology has been used for decades in the "real world", the e-commerce industry is catching up in implementing MVT to create and analyze different cart and checkout configurations. MVT is about improving your conversion rates by replacing "gut feeling" with "facts" to drive your online sales.
[add to Outlook]

	Svyatoslav Lushnya SoftDeluxe
Analysis of the competitive situation in the user software distribution market. Ideology of the«Giveaway of the day» service that allows extra income of up to $1000 a day per programme, and additional branding.
[add to Outlook]

	Cornelia Seitz, Director of Marketing Consulting, Tetyana Franke, Marketing Consultant oneNetwork, Digital River
Learn how the Digital River oneNetwork combines proven affiliate technology with the commerce engines giving you access to over 60,000 software specific affiliates to accelerate your online sales.
[add to Outlook]

	Sergey Burkov Google Head of Moscow development center
Google offers independent software developers a series of cooperation programs which will allow the developers to build their Internet-application on Google platforms, get free traffic and monetize their applications receiving a share of Google AdSense ads revenues. Among such projects there are Maps API, Gadgets API and Google Coop.
[add to Outlook]

	Sergey Ryzhikov Bitrix Director
1. What have we done and who needs it? (definition of market need, does it actually exist) 2. Market capacity and volume: Confused definitions? Evaluation parameters (product price, distribution area, competitors, consumer segments, temporary fluctuations). 3. Visual profile of a possible partner (what it really is and what it seems to be) 4. "So where's the money?" Who profits from whom and how much do they make? Transparency of cost estimates - a key to partners' trust. 5. Ambitions and money - the unity of opposites. Anyway: rich or famous? 6. Partners ... who are they: friends, comrades in arms, or a means of achieving the economic indicators? 7. Should we confer with our partners when changing the pricing or licencing policy? Should we grant discounts to end users? Damping by partners. 8. Marketing, PR, positioning - three components of success when working with a partner network. 9. Human factor in the communication with potential and existing partners. Principal enemies of compromise: indifference, noninvolvement, ignorance or unwillingness to listen to the other party. 10. Equi-distance and equi-proximity of partners. Should we grant exclusive conditions? 11. Unconventional ways of communicating with partners - company traditions (partner contests, conferences, dinners, personal informal meetings) 12. Managing a partner network online: partner certification system, sales statistics, rankings. 13. Success formula - mutual trust and openness.
[add to Outlook]

	Pavel Khrapkin Symantec Corporation Sales Director, CIS countries
Everybody knows that software is not just to be sold to a client, but the client's business objectives need to be met or 'big money' saved by spending 'small money' on a programme. This marketing textbook maxim becomes especially important when a product is offered to a large company of 100 employees or more. The simplest example with a one-day downtime of an Exchange Server in a company of, say, 500 persons earning $1000 per month each, may well result in losses amounting to $50 per day х 500 = $25k. So the cost of downtime or business automatization failure may well be assessed. The British Business Continuity Institute actually adopted the PAS56 standard in order to resolve this issue. Symantec's vast expirience in software product sales both to small companies and giant corporations around the globe allowed to develop a number of programme products and techniques permitting to evaluate the practical level of risk in dollars and cents, then select the right technology, and, upon its introduction, conduct a new assessment proving the risk level to have been reduced by a larger sum than the one that was spent on the project.
[add to Outlook]

	Dmitry Kurashev (Famatech), Ashot Oganesyan (Smartline), Alexander Levchenko (Usergate), Andrey Glazunov (Mincomm)

[add to Outlook]

	Mikhail Trufanov RA Arton CEO
Main ways to plan advertising in the internet. Determining the objectives of an advertising campaign. Ru.net audience and possibilities of its segmentation for software developers. Determination of price limits for software companies' advertising in the internet. Ways of media plan optimization.
[add to Outlook]

	Nikolay Shestakov Sales Group Manager Yandex
Contextual advertising market trends, methods and techniques of increasing the efficiency of contextual advertising. Yandex's special features. Directa for advanced users. Techniques of analysing the results of contextual advertising campaigns.
[add to Outlook]

	Fedor Virin Mail.ru Research Director
- Methods and tools for the measuring of internet marketing efficiency, - efficiency criteria, - post-click analysis, - integrated communications research methods
[add to Outlook]

	Mikhail Kozlov Ashmanov and Partners Internet-marketing Director
What kind of audience do you need. Selecting the demand: how to screen the right way. Working with links.
[add to Outlook]

	Mirko Lange talkabout communications gmbh Managing Director
- Media landscape in Germany - Case studies - how other Russian software companies succeeded - How to choose the right PR agency in Germany - Six steps to get into the German media - Do's and Don’ts of Media contact - Costs of a PR programme - Q&A session
[add to Outlook]

	Svaytoslav Lushnya, Victor Sazhin SoftDeluxe
Review of the internet software distribution – decreasing efficiency of software distribution through software archives and affiliate networks, methods for output increase, the reasons for growing importance of SEO and advertising in PPC search at the promotion of products. Presentation of service that gives extra revenue stream from SEO and software archives.
[add to Outlook]

	Andrey Kuzin 3DNews.ru Publisher
- Planning of meetings (nobody's dropping in) - Holding interviews (preparation of attractive tricks) - Materials for media (new traditions) - Making friends (nice and useful) - Media monitoring (who is who) - Online and offline media (differences and specifics) - Info-sponsorship (worth nothing but admired) - Night life (all's just getting started)
[add to Outlook]

ISDEF

Marketing, Advertising and PR

	Alexander Andreev Promt Marketing Director
The importance of media contacts in software product promotion is self-evident, but how can PR communications be made really efficient? The report will include a review of individual cases of typical mistakes made by PR specialists in their work with mass media and present a number of recommendations for increasing the media contacts efficiency.
[add to Outlook]

	Joost van Leur Top Systems managing director
This presentation addresses the particularities of this market, publishing strategies, the generic aspects and what is specific to this market. Based on this there are a couple of entry strategies which will be discussed focussing both on Consumer/stand alone products and Enterprise/server/multi-user products. Also some pitfalls will be addressed that have to be avoided and by avoiding significantly increase the level of success.
[add to Outlook]

	Alexander Lozhechkin Microsoft Expert on Software architecture
The report is dedicated to the results obtained by the developers motivation fund set up by Microsoft in cooperation with Softkey. With help from the fund, developers of end-user applications get the opportunity to receive extra financing for their developments until the first sales of the application. Hundreds of requests have been considered during the time of the fund's operation, several applications created with support from the fund have successfully found their way to the market and are bringing profit to their creators. In their reports, the fund's organizers (Alexander Lozhechkin on behalf of Microsoft and Alexey Rovdo on behalf of Softkey) will speak about the fund's activities, review typical mistakes and retell applicants' success stories.
[add to Outlook]

	Olga Manannikova Softkey И.о. руководителя отдела маркетинга
A successful press conference is like a good date: it brings the direct result and promotes further development of relations. This is why the event has to be organized in such a way as to: a) meet exactly the people you want to meet; b) get them interested without appearing obtrusive; c) give hope for fruitful long-term relations; d) make them look forward to the next meeting; e) when you succeed, be sure to call and invite them for a new meeting.
[add to Outlook]

	Anton Levchuk Famatech Marketing Director
- selection of the appropriate PR-agency, - creation of the working process, - work control organization, - press-tour: organization, realizationm, follow-up, - estimation of PR-agency activity
[add to Outlook]

	Alexander Lyskovsky Alawar Entertainment CEO
- Comparing the product and service models of software promotion and sales ; - Examples from parallel universes - music, games and other digital content; - Examples from cross universes – Offline; - How all of us can use similar experience – cases of changed IT sales models; - The main question: who are we – developers and sellers or creators of a community?
[add to Outlook]

	Mikhail Zlokazov BUSINESSSOFT CEO
1. The today’s market of CDs estimates 100 mln of advertisement units. 2. The condition for placement of your software in this market is working with a large publisher. 3. Revenues in this sector are immense. 4. Specifics of agreements – royalty + fix. 5. Examples of agreements with developers. 6. Possibilities of co-development. 7. Developers management from the point of view of a publisher. 8. Frequent mistakes made in working with publisher.
[add to Outlook]

	Alexander Puchkov Download.ru Project Manager
- Difficulties that software developers experience in promoting via the internet in Russia - New possibilities of Russia's oldest software catalogue Download.ru for software developers and resource visitors - DOWNLOAD marketing programme for software developers. In particular, software developers will be able to learn how to profit with our assistance and how to bring more target audience to their resources.
[add to Outlook]