Marketing strategy of the future in world IKT and a teleclod

«In the world of a mobile communication there are not enough operators who are ready to build not people round services, and service round clients» () Garrett Johnston, the director for a marketing company strategy "MTS" (Russia).

On September, 30th, 2008 in Kiev conference «High-Tech Marketing:Tehnologii formations of demand for new high-tech-products» has taken place.

The given conference has united professionals on marketing in sphere IKT which have met the purpose of discussion and a wrk communication of experience, ideas and strategy. Representatives of the West European operators and providers, the Ukrainian and Russian pros have been invited, and also at conference there were representatives of manufacturers of the equipment and the marketing companies.

The basic themes which have discussed during conference, steels «features of introduction of high-tech-products on the market», «Communication strategy of formation of demand for services», «the Price as the tool of stimulation of sales», «Methods of increase in sales» and others.

Alexander Michael, the senior adviser (IKT in Europe and Africa) companies Frost&Sullivan, the USA has opened conference. He has told about the important role of intracorporate communications by working out of new products, and also how to accelerate time conclusions to the market of new products and services in teleclod branch.

As the following Ivan Skender, the director for development of products T-Com Croatia from Croatia which has told about model of use of data applied by them about clients for marketing initiatives, and also about diversifikatsii existing services on on generated the market has acted.

The presentation «Technology of formation of a supply and demand on products and services in the future» Garretta Johnston, the director for a marketing company strategy "MTS" (Russia) became interesting and exciting event at conference. It has presented strategy distinct from others which meant by itself transition from produktovo-tsentrichnoj marketing models to kliento-tsentrichnoj models.

It has resulted very much a vivid example for this purpose:

«You are in London in 2008. You will come into shop of any of leading European operators (the European market one of the most competitive in the world), and ask the girl:« the girl, I wish to purchase mobile communication services ». The girl to you will tell:« you want service of the prepaid communication or the postpaid communication? »

But after all prepaid and postpaid services are not indicators of client behaviour, and are indicators billingovoy systems of same operator Vodafone or Orange. Them billingovyie systems conveniently show that, how many at them clients of the prepaid service or postpaid. Why so it is done – because so to conveniently manufacturer. It is very bad, because actually if to follow as an example:

You have come into a supermarket, and you ask: the girl, I wish to purchase chocolate and a toilet paper. Present your reaction if she tells: «the Young man, you wish to pay in advance if yes – that go to the left cash desk of this shop if after use and the use – that go to the right cash desk of this shop». And very few people has started to build services of operators round the client, to build services for children, for emigrants, for small businessmen and businessmen », - he has told.

Specifying, he has told, that «to build services for children is designates to offer not only a telecommunication service, but also all services which the child wants in one package». According to G.Dzhonstona, the mobile operator should sit down and talk to such brands, which are attractive to children to collect a package, instead of to wait, while brands will come to it and will suggest to attend to mobile marketing. «The mobile operator can do it – to it there are proofs -« MTS »in Russia, begins also in Ukraine», - the expert has noted.

«The main thing not convergence between mobile and a fixed-line telephony, and the main thing convergence between the person and the world surrounding it. Our problem as the operator of a mobile communication, not to reveal all points of an added value and konvergirovat between fixed and mobile and becomes connecting means (glue) between the person both all commercial and noncommercial possibilities which surround the person», - such strategy of development he sees.

According to G.Dzhonstona, now more and more production it is concentrated in hands of the big companies. «And now not only manufacturers are individual, and and the target market is individual. The companies start to make the goods for individual groups more and more. Also come to what to sell the person that that you you want is necessary to it, instead of as the manufacturer».

Garrett Johnston (Garrett Johnston) was born (on July, 22nd, 1968) and has grown in Dublin (Ireland).
Has two higher educations: the Diploma of the Dublin University (University of Dublin) in the field of economy, and Dublin college Triniti (Trinity College of Dublin) in the field of international trade.
Having finished training, Garrett veins also worked in the Great Britain, France, Germany, Northern and the South America, in the Near East, and also in several countries of Eastern Europe - Poland, Bulgaria, Czechia, Romania, Albania and Russia. With 1991 on 2003 of Garrett worked on supervising posts in the field of marketing in a number of large international corporations, such as Cap Gemini, Earnst and Young, Cable and Wireless, PricewaterhouseCoopers, Alcatel and MCI WorldCom. Before arrival to MTS to 2003-2006 of Garrett worked as the General director on marketing in the largest cellular operator of Ukraine «Kievstar», and also was the adviser of Board of group "Teleholes" in Norway concerning corporate marketing strategy. Since February, 2006 Garrett is the Director for strategic marketing of Open Society "MTS". Freely speaks in eleven languages (Irish, English, French, German, Italian, Norwegian, Arabian, Russian, etc.) . It is married, brings up the son and the daughter.

Summing up, the expert in marketing has formulated the basic thought of the report: «I wish to tell, that now all speak about mobile marketing. If to clean a word« mobile »and to replace it on« personal », and to clean« marketing », and to insert there a word« complete mutual relations with the client », - we speak that about huge possibilities in the long term business. Not important, which product is offered by the manufacturer – matters, that for any manager possibility of microsegmentation of the clients and to win is better in cooperation with communication statements. All companies dolzhdnyi to become more tsentrichnyimi».

Operating partner IKS-Consulting Tatyana Tolmachyov has told that effective enough method of advancement of products is their personification (applied by some successful Russian brands). «The creative approach and use of virus marketing is sometimes capable to bypass the approach exclusively from the pragmatical point of view and to introduce a product to the market and to take the necessary niche», - it has summed up.

Also the vision of marketing strategy the director for marketing and sales of an individual segment of the Ukrainian operator «Astelit» (TM life has informed Ozdzhan Ermish:). In particular, it has mentioned a theme of successful price models of not in the lead operators in the market of telecommunications. He has told about specificity of the Ukrainian market where has described, that the Ukrainian market is the market focused on products. As he said, the company namerena to continue, after the aggressive price policy, to entice subscribers from other operators the new services (additional). Also O.Ermish considers, that one of necessity is the establishment dissymetric rates between operators.