Things to Consider When Marketing Your

Product Outside of Canada

Communitech Peer-to-Peer Marketing Group

Matt Duench

Sandvine

@mduench

Today’s Topic • About Me

• A Bit About Sandvine– Sandvine Business Intelligence

• Why Go Global?– Global Marketing Considerations

• How?– Think Global, Start Local– Channel Marketing– Localization: Adapting to Local Culture

• What?– A Spotlight: Africa, It's not a Country– The World’s Fastest-Growing Economies– The Opportunities

• Your Product. The Next Move

About Me @mduench

• Managed a global reseller network consisting of partners with coverage in over 85 countries

• Launched geography-specific marketing campaigns in Germany, UK, France, Denmark and Brazil

• Planned and executed sponsorship of and exhibition at international events

• Support local sales force and partners through pre-sales activities and international campaigns

A Bit About SandvineTrusted global telecoms vendor

• >500 employees• HQ in Waterloo, Canada• Support, Services and Sales enabled

through regional staff & strategic partners

Deployed by >200 CSPs worldwide,serving >400 million subscribers• Any access technology, any scale

Market share and innovation leader• Market leader in Network Policy Control• Delivering more powerful solutions, faster

Sandvine Products

I work with communications service providers around the world to help them gain the intelligence from their network necessary to spot

opportunities to improve the quality of service for subscribers, reduce costs and increase revenue.

Why Go Global?

Global Marketing

Considerations

• Controllable Elements (Micro)– Language and Translation– Price and Payment Methods– Research

• Uncontrollable Elements (Macro)– Competition– Legal Restraints– Cultural Considerations– Government Controls, Weather– Customer Behaviors

The environment within which a marketer must implement marketing plans differs dramatically from country to country and region to region. It’s up to the marketer to

adjust & adapt.

How? Think Global,

Start Local• Market Research • Select a Test Country• Develop your Marketing plan

– Start in English – what has worked domestically?

– 次にカスタマイズ• Leverage The Canadian Trade

Commissioner Service

What unique solution does your product provide? Can success be replicated internationally?

How? Channel

Marketing• Direct

– Localized Marketing Plans– Local Sales Staff– Local Distribution

• Channel Partners– Existing Contacts and

Customer Relationships– Training and Support– Scale

Local partners can be a great asset to achieve scale and leverage existing channels of distribution.

Why Go Global? • Start in English, Then Regionalize

• Consider Local Marketing Mix– Consult trusted translation companies– Social, Support & Customer Communications – Google adwords (Where applicable)– Regional & Local Events/Conferences– International Trade Publications– Regional list brokers for DM campaigns

• Test, Then Test Again!– The ideal marketing mix

Replicate initial marketing success, adapt to achieve ideal mix, then regionalize marketing activities to refine focus.

What? A Spotlight:

Africa, It's not a Country

There 54 countries that make up the African Continent – with a population of more than 1-billion people, it’s the second-most populous

continent in the world.

What? A Spotlight:

Africa, It's not a Country

Senegal

Nigeria

Did you know: With a population of ~170-million people, Nigeria is the 7th most populous country in the world.

What? World’s Ten Fastest-

Growing Economies

Intense investment in infrastructure is expected to be a key area of economic opportunity and growth for several countries in Africa.

What? A Spotlight:

Africa, It's not a Country

What? The

Opportunities• Infrastructure

– Transportation– Housing– Telecommunications and

Power

• Mobile Communications• Applications & Content• mBanking• Education

Decaying and over-congested roadways are being upgraded through foreign and Government infrastructure investment.

What? Infrastructure - TransportationWhat? Infrastructure - Transportation

What? Infrastructure - HousingWhat? Infrastructure - Housing

New mobile networks are leapfrogging older access technologies with some mobile sites powered entirely by diesel due to remoteness and poor

electrical infrastructure.

What? Infrastructure - Telecommunications and PowerWhat? Infrastructure - Telecommunications and Power

What? Mobile CommunicationWhat? Mobile Communication

Africa is becoming upwardly mobile. Savvy marketers are those who can repeat prior mobile marketing successes and replicate that success in emerging markets.

What? Mobile

Penetration

While much of Africa is under-penetrated, the evolution of mobile networks and adoption of smartphones is expected to drive a whole new world of consumer

behaviors

What? ApplicationsWhat? Applications

Streaming, messaging, browsing, banking and education apps will begin to drive the bulk of usage on mobile devices

What? mBanking

It’s estimated that only 20% of African families have bank accounts – acting as the main catalyst to a mobile banking industry expected to be worth

~$22 Billion by 2015

What? EducationWhat? Education

Companies in the eLearning and Education space can expect to have success leveraging internet-connected devices such as tablets and e-

readers.

FACE OF THE RACE

24

What? Your Product. The Next MoveWhat? Your Product. The Next Move

References De Waele, Rudy. (2013). Mobile Opportunities in Africa, Engaging with the Next Billion, ForumOxford, http://www.slideshare.net/rudydw/mobile-opportunities-in-africa Slides 6, 7, 8, 9, 13, 21, 23, 32, 34, 43, 47, 62, 72