Things to consider when marketing your product outside of Canada.

1. Things to Consider
When Marketing Your
Product Outside of
Canada
Communitech Peer-to-Peer Marketing Group
Matt Duench
Sandvine
@mduench

2. 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

3. 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

4. A Bit About
Trusted global telecoms vendor Sandvine
• >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

5. 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.

6. Why Go
Global? • Controllable Elements (Micro)
Global – Language and Translation
Marketing – Price and Payment Methods
Considerations – 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.

7. How?
Think Global, • Market Research
Start Local
• 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?

8. How?
Channel • Direct
Marketing – 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.

9. 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.

10. 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.

11. 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.

12. 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.

13. What?
A Spotlight:
Africa, It's not
a Country

14. What?
The • Infrastructure
Opportunities
– Transportation
– Housing
– Telecommunications and
Power
• Mobile Communications
• Applications & Content
• mBanking
• Education

15. What? Infrastructure - Transportation
Decaying and over-congested roadways are being upgraded through
foreign and Government infrastructure investment.

16. What? Infrastructure - Housing

17. What? Infrastructure - Telecommunications and Power
New mobile networks are leapfrogging older access technologies with some
mobile sites powered entirely by diesel due to remoteness and poor
electrical infrastructure.

18. What? 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.

19. 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

21. What? Applications
Streaming, messaging, browsing, banking and education apps will begin to
drive the bulk of usage on mobile devices

22. 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

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

24. What? Your Product. The Next Move
FACE OF
THE RACE
24

25. 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