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Le Marketing des NTIC
- 1. Caractéristiques, méthodes & exemples Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Jan 2004 "Marketing is everything and everything is marketing" Regis McKenna (1991) Yann Gourvennec
- 10. Décomposition des appels inefficaces Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Les résultats sont moins bons qu’en 2001. Le taux d’occupation, qui reflète souvent un problème d’ordre matériel (nb de lignes disponibles…), est plus élevé que lors de la session précédente. (40% en 2003 contre 33% en 2001) Occupations 40 % Non-Réponses 60%
- 19. VI. Le Marketing stratégique Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Jan 2004
- 20. (1) Ex du dilemme stratégique des Telcos historiques (2004) Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Jan 2004 Computerworld Cartoon Archive Source : http://www.jklossner.com/
- 21. ‘ Changing the Engine while Flying’ Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Change Revenue Pressure Can Telecoms still generate growth? Financial pressure Clients wish to reduce Telecom Spend + demand ROI
- 24. (2) La méthode de cadrage stratégique Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec http://visionarymarketing.com/cadragestrat.html
- 25. Matrice Ansoff Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec PENETRATION PRODUCT EXPANSION MARKET EXPANSION DIVERSIFICATION NEW EXISTING EXISTING NEW Products Markets Open Box Viafax Internet Missivox (obsolete) Hébergt pont visio (pas stratégique) Viafax Services Faxfacile.com OUTSOURCING / ELAGAGE Visio multipoint Viafax Mailer Viafax Format Viafax Diffusion Téléconférence Orga visio Hyperfax Streaming Multidiff A MIGRER PACKAGES VIRTUELS OPEN BOX + MAILER OPEN BOX + 98 ... Multidiff Mixte Téléconférence INT ’L EXEMPLE E-mailing (OPT) SMS Lect vocale
- 28. (1) B2B PME : étude viasolutions in a box ( Messag erie unifiée) Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Un concept bizarre: Inaccessible aux utilisateurs en 1999 SMS
- 32. (2) B2C2B PME : Le questionnaire en ligne Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec
- 37. (4) Le Marketing dans les Grands Comptes Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Account Execs Local Branches Top Managers Business Units Business Partnerships Management Technical Support Vertical Marketing CLIENT Advisors Opinion Leaders Decision Makers (USER) Outside Consultants Decision Makers (IT) Decision process A high level of complexity within the decision process Opinion Leaders (Syndicates, NPO;…) Partners Hw manufacturers, Software House, System integrators, … Account planning Horizontal Marketing SGE
- 39. (4) B2B MNC : Le marketing des partenariats Jan 2004 Club des MOA - Le Marketing des NTIC © 2003-2004 Yann A Gourvennec Faire travailler loups et agneaux ensemble
Notas del editor
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com Alliance Partner, Sales & Marketing with FT since January 2003 Prior to that Director for e-business at Unisys Teleconferencing services Designed and implemented CRM systems even before the word was invented New technologies : Internet Consultant since 1995 ! Developed a course in Internet Survey methodology and implementation for one of France's major business schools Launched 10 new products for France Telecom including FT's Webconferencing Service Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com) : Evidence that Marketing approaches were changing Evidence that Buyer behaviours were changing Evidence that B2B approaches were also changing and that B2B industries were evolving too Developed this new Marketing approach a few months before The Internet started to grow very popular Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com Describe what UM is
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com
- Copyright © 2003-2004 - Yann A Gourvennec 12/01/2004 Jan 2004 – Paris - http://visionarymarketing.com