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Plenary session
Section date(s) : 26.09.2008
Moderator(s):
Lyskovsky Alexander, lyskovsky@alawar.com
-
Welcome speech
-
ISDEF – association and conference
-
Российский рынок тиражного ПО в 2008-м году
-
The State of the Market - The Global eCommerce Environment
-
Окно возможностей для российский ИТ-компаний
-
Российское государство, IT-ассоицации и рынок программного обеспечения
PR department activity
Section date(s) : 28.09.2008
Moderator(s):
Chernova Tatiana, tank@alawar.com
-
Blazing efficiency of PR for IT companies in Russia. Journalist's notes
-
How do I make contact with Media, and pass my messages to wide audience
-
Roundtable: Navigating the choppy waters of PR: choosing the right partner to promote your high-tech products
-
Roundtable: Promoting Russia abroad: ask not how your country can promote you, but what you can do to promote your country
Investments into IT market
Section date(s) : 27.09.2008
Moderator(s):
Galitsky Alexander, alexander@galitsky.com
-
Круглый стол: А если польза от инвестиций?
-
Инвесторы и консультанты
-
Истории из первых рук: как мы поднимали инвестиции
-
Встречи с инвесторами "1 на 1"
Legal section
Section date(s) : 27.09.2008
Moderator(s):
Katalov Alexander, akatalov@gmail.com
-
Защита ИТ-разработок, как главное конкурентное оружие в условиях сжатия рынка
-
Faster than the speed of light: accelerated patent examination procedure in USA
-
Website and U.S. and International Copyright Issues. What Every Businessman Should Know When Creating or Commissioning a Website.
-
Key changes in Russian legislation for software companies in 2008. First results.
-
101+ ways to lose your software
Staff management
Section date(s) : 28.09.2008
Moderator(s):
Lyskovsky Alexander, lyskovsky@alawar.com
-
Успешный опыт разработки Интранет-портала в инновационных компаниях
-
Корпоративный портал
-
Свои или чужие - увеличивать штат или все аусорсить?
-
Круглый стол: идеальная команда для разработки средних и крупных программных продуктов
Business Growth
Section date(s) : 28.09.2008
Moderator(s):
Rizhikov Sergey, bitrix@me.com
Kurashev Dmitry, dsk@entensys.com
-
How can a Russian start up overcome a “Valley of death”?
-
Round table conference: Number versus skills. Can business be developed by oneself?
-
Round table conference: How to become a leader?
-
Growth crisis of the IT-companies
Developer support programs
Section date(s) : 26.09.2008
Moderator(s):
Philippenko Michael, michaelphilippenko@gmail.com
-
ISV program and software development tools
-
Usability of Software
-
Parallels ISV programm FastTrack
-
Microsoft ISV program
-
How to do business with NOKIA
-
round table
Internet promotion
Section date(s) : 27.09.2008
Moderator(s):
Rudenko Mykola, mykola@rudenko.com
-
Pushing your competitors out of SERPs
-
Traffic and on-line sales sources... Overview, analytics, practical recommendations.
-
Typical SEO mistakes
-
WEB 2.0 as Marketing Instruments or Viral Marketing Lessons
-
E-mail marketing. Promoting your product in WEB-communities of your potential customers
Marketing
Section date(s) : 26.09.2008; 27.09.2008; 28.09.2008
Moderator(s):
-
Learning from past mistakes: better use peers' experience
-
Expanding into Europe and Asia - Useful tips for beginners and Experts
-
B2B Software Product Launch
-
"Channel Sales" Round Table (Bitrix, UMI, Alawar)
-
eCommerce Providers
-
True?! or False?! eCommerce myth
-
A French approach to the French market
-
Leading global operators and OEM choose the best solutions. Experience of the Russian product promotion on the world software market (Spirit)
-
Online marketing methods and e-commerce channel management in a successful software start-up. Parallels case study
-
Opportunities for ISDEF members on Western European markets
-
Russian registrators round table
-
Avoiding channel conflict?
Plenary session
|
26th September 2008, Friday
|
ISDEF – association and conference
 |
Alexander Lyskovsky
ISDEF
Сhairman of the ISDEF board |
|
| |
| Topic language |
Russian |
| Duration |
15 min. |
| Start time |
10:00 - 10:15
|
| Location |
Nikolaevskiy |
Welcome speech
 |
Dmitry Severov
Russian Federation Telecoms and Mass Communications minister's deputy |
|
| |
| Topic language |
Russian |
| Duration |
15 min. |
| Start time |
10:15 - 10:30
|
| Location |
Nikolaevskiy |
The State of the Market - The Global eCommerce Environment
 |
Mark Iverson
DR globalDirect
Group Vice President |
| The presentation will cover the status of the online software industry at a global level. It covers both financial and geographical trend for both end users and developers in the software industry. |
| |
| Topic language |
English |
| Duration |
30 min. |
| Start time |
10:30 - 11:00
|
| Location |
Nikolaevskiy |
Российский рынок тиражного ПО в 2008-м году
 |
Felix Moochnik
Softkey
CEO |
|
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
11:00 - 11:30
|
| Location |
Nikolaevskiy |
Окно возможностей для российский ИТ-компаний
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
11:30 - 12:00
|
| Location |
Nikolaevskiy |
Российское государство, IT-ассоицации и рынок программного обеспечения
| Приглашены: Дмитрий Северов (замминистра Минсвязи РФ), Максут Шадаев (аппарат президента), Илья Пономарев (депутат госдумы), Евгений Балашов (правительство Москвы) Александр Лысковский (ISDEF), Николай Комлев (АПКиТ), Валентин Макаров (РУССОФТ) |
| |
| Topic language |
Russian |
| Duration |
120 min. |
| Start time |
12:30 - 14:30
|
| Location |
Nikolaevskiy |
PR department activity
|
28th September 2008, Sunday
|
Roundtable: Navigating the choppy waters of PR: choosing the right partner to promote your high-tech products
Участники круглого стола:
Екатерина Дементей, руководитель службы маркетинга по России и СНГ компании «ПРОМТ», Вероника Курепина, руководитель отдела PR и маркетинговых коммуникаций «Софткей», Сергей Скрипников, внештатный корреспондент журнала «Эксперт», независимый консультант, Андрей Анненков, главный редактор iToday.ru, Павел Таргашин, директор по работе с клиентами Capital Communications
Модератор:
Татьяна Чернова, директор по маркетинговым коммуникациям Alawar Entertainment |
| |
| Topic language |
Russian |
| Duration |
50 min. |
| Start time |
15:00 - 15:50
|
| Location |
Ekaterina 1 |
Roundtable: Promoting Russia abroad: ask not how your country can promote you, but what you can do to promote your country
Участники круглого стола:
Анна Ковалевская, менеджер по международному маркетингу «ПРОМТ», Ольга Кокшарова, директор по маркетингу ElcomSoft, Антон Левчук, директор по маркетингу Famatech, Юлия Ясиновская, PR директор компании Parallels, Александр Быков, деловой представитель на рынке России и СНГ PR Newswire Europe.
Модератор:
Татьяна Чернова, директор по маркетинговым коммуникациям Alawar Entertainment |
| |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
16:00 - 17:00
|
| Location |
Ekaterina 1 |
Blazing efficiency of PR for IT companies in Russia. Journalist's notes
 |
Sergey Skripnikov
Expert
String correspondent, freelance consultant |
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
17:30 - 18:10
|
| Location |
Ekaterina 1 |
How do I make contact with Media, and pass my messages to wide audience
 |
Aleksander Bikov
PR Newswire Europe
Business development in Russian and CIS Market |
|
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
18:15 - 19:00
|
| Location |
Ekaterina 1 |
Investments into IT market
|
27th September 2008, Saturday
|
Круглый стол: А если польза от инвестиций?
| Topic language |
Russian |
| Duration |
50 min. |
| Start time |
10:00 - 10:50
|
| Location |
Ekaterina 1 |
Инвесторы и консультанты
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
11:00 - 12:00
|
| Location |
Ekaterina 1 |
Истории из первых рук: как мы поднимали инвестиции
| Topic language |
Russian |
| Duration |
90 min. |
| Start time |
12:30 - 14:00
|
| Location |
Ekaterina 1 |
Встречи с инвесторами "1 на 1"
| Topic language |
Russian |
| Duration |
240 min. |
| Start time |
15:00 - 19:00
|
| Location |
Ekaterina 1 |
Legal section
|
27th September 2008, Saturday
|
Защита ИТ-разработок, как главное конкурентное оружие в условиях сжатия рынка
|
Michael Radchenko
SoftPatent.Ru |
1. Элементы базовой техники патентной защиты НИиОКР-разработок (мини ликбез)
- Механизм мирового приоритета новизны
- Механизм "конвенционного" года
- Механизм "полезной модели"
- Механизм "заявителя"/поверенного
- Механизм процедуры РСТ
- Механизм европейского "патента"
- Механизм отсроченной экспертизы
- Механизм инкапсуляции "материалов заявки"
2. Использование патентной техники для грамотной работы на мировом рынке
- Патентный "пиар" (Германия, Япония)
- Приоритетный "паровозик" (БРИК)
- "Серфинг" на патентных сроках (США) (см. например http://www.softpatent.ru/S/8.htm )
3. Ответы на многочисленные вопросы |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
15:00 - 15:45
|
| Location |
Ekaterina |
Faster than the speed of light: accelerated patent examination procedure in USA
 |
Юрий Бардмессер
Bardmesser Law Group |
1. What are the differences compared to "regular" procedure?
2. What are the advantages and disadvantages?
3. How much does it cost? |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
15:45 - 16:15
|
| Location |
Ekaterina |
Website and U.S. and International Copyright Issues. What Every Businessman Should Know When Creating or Commissioning a Website.
 |
Maxim Voltchenko
Duane Morris LLP
Associate |
1. Website: content and source code. Copyright Law Basics: what is protected by copyright and what is not.
2. Case study: Analysis of a real-life case when one real estate company copied the website of another real estate company (competitor) that has proprietary search capabilities and other features.
3. Work for hire agreements: the trap for the unwary.
4. Copyright formalities: notice, registration (optional but highly recommended).
5. Infringement (unauthorized copying of the website content). Fair Use issues: legalized plagiarism?
6. Copyright in Cyberspace: practitioner's tips. |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
16:15 - 17:00
|
| Location |
Ekaterina |
Key changes in Russian legislation for software companies in 2008. First results.
 |
Igor Motsnyi
Pepeliaev, Goltsblat & Partners
Chief associate, trademark attorney |
1. Part IV of the Civil Code of Russia became effective on 01 January 2008 and changed Russian IP legislation.
2. New provisions on transfer of economic rights in computer programs.
3. How to properly transfer (receive) economic rights in computer program after 01 January 2008?
4. Software development agreements in Russia. What software developers and their customers should know about new rules?
5. Programs created in the course of employment. New rules of the game and new problems for the employers.
6. Trademarks and software business: key changes
7. VAT exemption provisions for software licenses: practical application. |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
17:30 - 18:15
|
| Location |
Ekaterina |
101+ ways to lose your software
 |
Dmitri I. Dubograev
femidaR.us
Partner |
- software - loss of critical information
- software - loss of innovative ideas
- software - loss of derivatives
- software - loss of exclusive control over the product
- software - loss of source code
- software - loss of revenue
- software - how to lose everything (gradually and at once) |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
18:15 - 19:00
|
| Location |
Ekaterina |
Staff management
|
28th September 2008, Sunday
|
Успешный опыт разработки Интранет-портала в инновационных компаниях
|
Екатерина Бессонова
ITTILAN |
|
| |
| Topic language |
Russian |
| Duration |
55 min. |
| Start time |
15:00 - 15:55
|
| Location |
Nikolaevskiy |
Корпоративный портал
|
Сергей Рыжиков
Bitrix
CEO |
|
| |
| Topic language |
Russian |
| Duration |
55 min. |
| Start time |
16:05 - 17:00
|
| Location |
Nikolaevskiy |
Свои или чужие - увеличивать штат или все аусорсить?
 |
Olga Manannikova
Adobe Systems Inc.
Head of Marketing and PR, Russia&CIS |
Agencies…
Marketing and PR, HR and finance – it seems that any service or business function can be outsourced. But is it worth doing? And if so, what, when and why? Is it more effective to grow the in-house team or the number of professional marketing suppliers?
Marketing is an exemplifying case. It is highly resource consuming, on the one hand, and extremely important for every business, on the other. Wide range of proposals from marketing suppliers seems to fill any gaps in knowledge, expertise or human resources. The challenge is to find the balance between outsourced and in-house works. And, of course, to define the proper way to control the process and to estimate the results.
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
17:30 - 18:10
|
| Location |
Nikolaevskiy |
Круглый стол: идеальная команда для разработки средних и крупных программных продуктов
Участники круглого стола:
Эдвард Йордон, человек-легенда в области управления проектами и программной инженерии, автор и соавтор около трех десятков книг, включая «Путь камикадзе» и «Закат и падение американского программиста». Эдвард Йордон член Зала Компьютерной славы и, по мнению журнала Crosstalk (журнал о разработке оборонного программного обеспечения), один из 10ти самых влиятельных людей в области программного обеспечения в 20-м веке. |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
18:15 - 19:00
|
| Location |
Nikolaevskiy |
Business Growth
|
28th September 2008, Sunday
|
How can a Russian start up overcome a “Valley of death”?
|
Elena Masolova
AddVenture |
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
10:00 - 10:40
|
| Location |
Nikolaevskiy |
Round table conference: Number versus skills. Can business be developed by oneself?
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
11:00 - 12:00
|
| Location |
Nikolaevskiy |
Round table conference: How to become a leader?
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
12:20 - 13:20
|
| Location |
Nikolaevskiy |
Growth crisis of the IT-companies
|
Igor Ashmanov
|
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
13:20 - 14:00
|
| Location |
Nikolaevskiy |
Developer support programs
|
26th September 2008, Friday
|
Usability of Software
|
Andrew Sikorskiy
UsabilityLab
ведущий юзабилити-специалист |
Затраты на юзабилити не превышают 10% от бюджета на разработку, в то время, как 1 рубль, вложенный в юзабилити, приносит от 10 до 100 рублей прибыли или сэкономленных средств.
В докладе будет рассказано о влиянии юзабилити на сокращение времени, сроков и бюджета разработки, о том, как юзабилити-подход обеспечивает возврат инвестиций в разработку. Будут даны рекомендации, как добиться высоких потребительских качеств программного обеспечения. |
| |
| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
15:00 - 15:20
|
| Location |
Ekaterina |
Microsoft ISV program
 |
Vitaly Ozhigov
Microsoft |
| В докладе будут рассмотрены основные преимущества Партнерской Программы Microsoft для компаний разработчиков - от лицензионных и маркетинговых до технологических программ раннего ознакомления с новыми продуктами и технологиями Microsoft. |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
15:20 - 15:50
|
| Location |
Ekaterina |
Parallels ISV programm FastTrack
|
Ilia Baymetov
Parallels
директор APS, SaaS |
· IT индустрия переходит к парадигме cloud computing
· Чтобы успешно конкурировать с Microsoft, Google, Salesforce, небольшие разработчики, объединившись с хостерами, должны создать своё «облако»
· Технологической основой такого «облава» яаляется платформа доставки и управления приложениями, базирующяяся на открытых стандартах
· Успех платформы напрямую зависит от количества ISV использующих платоформу
· На начальном этапе, производитель платформы дожен поддержать разработчиков, чтобы способствовать быстрейшему рпспространению платформы |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
16:00 - 16:30
|
| Location |
Ekaterina |
How to do business with NOKIA
|
Kirill Zelenski
NOKIA |
А) Идея Форум Нокия
Б) Сервисы Нокия для разработчиков
В) Бизнес с Нокия - это возможно! |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
16:30 - 17:00
|
| Location |
Ekaterina |
ISV program and software development tools
|
Aleksey Stromov
Intel |
| This article is dedicated to latest update on Intel Software Partner program for ISVs. We will consider various types of cooperation within Intel Software Partner program itself and peering community for ISVs - Intel Software Network. This article also contains short description of the latest software development tools available from Intel. |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
17:30 - 18:00
|
| Location |
Ekaterina |
round table
Участники:
Виталий Ожигов, Microsoft
Николай Исаков, Intel
Кирилл Зеленский, NOKIA
Илья Байметов, Parallels
|
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
18:00 - 18:45
|
| Location |
Ekaterina |
Internet promotion
|
27th September 2008, Saturday
|
Traffic and on-line sales sources... Overview, analytics, practical recommendations.
|
Natalie Khudyakova
Movavi
Marketing Director |
| Besides Google Adwards, what else can bring new visitors to your site? Have you explored all the possibilities? |
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
15:00 - 15:40
|
| Location |
Nikolaevskiy |
Pushing your competitors out of SERPs
|
Mykola Rudenko
Submit-Everywhere.com
CEO |
| Today, for the most of shareware produucts, their site's position in Google's search results can be of vital importance. If your product is marketed exclusively via the Internet, you risk to lose up to 90% of your sales because of being pushed out from the relevant search results. Our goal is to help you secure your site's positioning in Search Engines. |
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
15:45 - 16:25
|
| Location |
Nikolaevskiy |
Typical SEO mistakes
|
Constatntine Shurygin
Ashmanov.com
VIP Customers Manager |
* We are in the TOP, where are our visitors?
* We are in the TOP, where are our sales?
* Our site is banned. What we did wrong? |
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
16:30 - 17:10
|
| Location |
Nikolaevskiy |
WEB 2.0 as Marketing Instruments or Viral Marketing Lessons
|
Pavel Cherkashin
Adobe |
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
17:30 - 18:10
|
| Location |
Nikolaevskiy |
E-mail marketing. Promoting your product in WEB-communities of your potential customers
|
Michael Philippenko
Fast Reports, Inc. |
|
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
18:10 - 18:50
|
| Location |
Nikolaevskiy |
Marketing
|
26th September 2008, Friday
|
eCommerce Providers
|
Nikolay Vasilyev - moderator
|
Online distribution: more than just an e-store
Affiliates: margin, effeciency
What's new in the industry?
Recent trends
Factors behind eCommerce providers' commission
Most attractive regions
Best-selling product categories
Is there anything special about pricing for online sales? |
| |
| Topic language |
English |
| Duration |
50 min. |
| Start time |
15:00 - 15:50
|
| Location |
Nikolaevskiy |
"Channel Sales" Round Table (Bitrix, UMI, Alawar)
Channel sales: why would you need it?
Partners' role: sales support VS lead generation
VARs: defining the profile, strategy, bells and whistles
Working with resellers via distributors
Service sales and the channel |
| |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
16:00 - 17:00
|
| Location |
Nikolaevskiy |
B2B Software Product Launch
 |
Михаил Пеньковский
umisoft
Исполнительный Директор |
1. Что важно знать про b2b-маркетинг и продажи программных продуктов?
a. Ключевые различия между b2b и b2c рынками;
b. Принципы принятия решений;
c. Что такое «цикл покупки» и как то влияет на маркетинг и продажи;
2. Поведение клиентов на рынке b2b: сценарии и портреты
a. Как происходит выбор продукта?
b. Кто участвует в выборе продукта?
c. Зачем нужны «портреты клиентов»?
3. Каналы сбыта – прямые или партнерские продажи?
a. Каналы продаж b2b-продуктов;
b. Что такое воронка продаж?
c. Как выбрать правильную тактику работы с каналами?
4. Комплекс маркетинга: выбор инструментов
a. Что такое воронка маркетинга?
b. Особенности выбора инструментов;
c. Имиджевая или продающая реклама?
5. Методы увеличения продаж
a. Расширение воронки;
b. Сокращение цикла покупки;
c . Работа с «забытыми» клиентами;
d. Партнерская программа;
e. Стимуляция спроса.
6. Особенности вывода на рынок нового продукта
a. Как жизненный цикл рынка влияет на стратегию входа?
b. Особенности инвестиций в маркетинг и подбор соответствующих инструментов.
7. Кейс |
| |
| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
17:30 - 18:10
|
| Location |
Nikolaevskiy |
Learning from past mistakes: better use peers' experience
 |
Andrey Nikishin
Kaspersky Lab
General Manager, Spam Research and Response |
Сеанс уличной магии с разоблачением.
Совершают ли ошибки удачливые предприниматели? Сколько надо совершить ошибок, чтобы стать успешным? По каким граблям надо пройтись, чтобы твой бизнес стал таким же успешным как у Брина, Пейджа, Касперского или Каталова? Конечно, ни один предприниматель не избежал ошибок, но некоторые их них настолько популярны, что на них наступает большинство. Если интересно познавать все самому, героически преодолевать трудности, которые преодолели другие сотни раз, а потом рассказывать о своих «подвигах» друзьям, то этот доклад не для вас. Если же вы предпочитаете учиться на чужих ошибках, то вы найдете несколько поучительных примеров из реальной деятельности известных и не очень людей. |
| |
| Topic language |
Russian |
| Duration |
45 min. |
| Start time |
18:15 - 19:00
|
| Location |
Nikolaevskiy |
|
27th September 2008, Saturday
|
Expanding into Europe and Asia - Useful tips for beginners and Experts
|
Tetyana Franke
Digital River
Sales Manager share-it! |
|
| |
| Topic language |
Russian |
| Duration |
50 min. |
| Start time |
10:00 - 10:50
|
| Location |
Nikolaevskiy |
True?! or False?! eCommerce myth
 |
Eugen Rosca
Avangate
Key Account Manager |
|
| |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
11:00 - 12:00
|
| Location |
Nikolaevskiy |
A French approach to the French market
|
Mourad Mehdi
Eptimum
International Business Developer |
|
| |
| Topic language |
English |
| Duration |
30 min. |
| Start time |
12:30 - 13:00
|
| Location |
Nikolaevskiy |
Russian registrators round table
Online distribution: more than just an e-store
Affiliates: margin, effeciency
What's new in the industry?
Recent trends
Factors behind eCommerce providers' commission
Most attractive regions
Best-selling product categories
Is there anything special about pricing for online sales? |
| |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
13:00 - 14:00
|
| Location |
Nikolaevskiy |
|
28th September 2008, Sunday
|
Opportunities for ISDEF members on Western European markets
|
Jean-Louis Truel
International Business Development-IBD
Managing director |
A favourable context
. Recognition of the excellence of Russian IT skills.
. Emergence of Russian leaders on their market segments : enhances the overall image of the Russian IT industry.
. Political reservations are progressiveley lifted.
Areas of opportunities
Many market segments are open to Russian companies. In some of them they have a specific window of opportunity :
. Security - data encryption and decryption, identity management, identification, biometrics...
. Middleware and embedded software.
. Open source solutions.
. Communication software.
...
The specificites of distribution
. The distribution patern that used to be country specific tends to get globalised.
. Distributors favour household names and strong marketing budgets.
. 2 areas are still open : large system integrators and internet.
The need for an innovative approach
. Keep control of you localisation process (do not rely on distributors).
. Take advantage of internet and try to “look” local- especially for web referencing.
. Keep control of your pre-sales force : the key to get the first customer references
Why not have a “dedicated part time team”? |
| |
| Topic language |
English |
| Duration |
50 min. |
| Start time |
10:00 - 10:50
|
| Location |
Ekaterina |
Leading global operators and OEM choose the best solutions. Experience of the Russian product promotion on the world software market (Spirit)
|
Alexey Dianov
Spirit DSP
Marketing Event Director |
|
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
11:30 - 12:00
|
| Location |
Ekaterina 1 |
Online marketing methods and e-commerce channel management in a successful software start-up. Parallels case study
|
Андрей Юнисов
Parallels |
1. What to manage? – Online business KPIs and metrics for software company
2. Where to sell? – Software online sales channels
- Website and conversion management
- Search engines
- Revenue driving promotions
- Аffiliates
- Online-retailers
- Social sites, networks and media
- Creative ideas (microsites, idea-viruses etc)
- Downloads and leads
3. Whom to cooperate with? – E-commerce service providers
4. How to maximize profit? – Channel conflict: online and physical distribution |
| |
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
12:30 - 13:00
|
| Location |
Ekaterina 1 |
Avoiding channel conflict?
|
Natalya Kaspersky
Infowatch |
|
| |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
13:00 - 14:00
|
| Location |
Ekaterina 1 |