What the ebook contains - bios of the interviewees and questions asked

1. An E‐book of stories and 1ps from
seven of Europe’s most successful
ICT companies

2. WHAT’S IN THE BOOK?
Seven highly successful ICT companies originating from Europe
share their insights and stories in
this e-book, about…
• What tools and techniques work in international ICT marketing now
• How to adapt to new ways of marketing
• How much online vs. traditional marketing?
• How to market in a recession
• Should international marketing simply be more US-style?

3. KASPERSKY | EUGENE KASPERSKY
CEO and co-founder of Kaspersky Lab, which develops,
produces and distributes information security solutions for end
users and major corporations worldwide.
“ We educate people. What's going on with malware,
what's going on with cyber crime, who the bad guys
are, what the police are doing etc, etc. This is the
major kind of marketing we do.
“ The task is how to get the communities, how to build
the communities. That's not easy because the people
in the communities are not slaves, they are free
people. If you don't like that, then forget about it.

4. ARM | IAN DREW
Ian Drew is executive VP of Marketing at ARM, the world's
leading semiconductor intellectual property (IP) supplier. He
joined the company in July 2005 after 14 years in a variety of
senior management roles around the world at Intel
Corporation.
“ It will change to be more online over the next five years.
More about communities. We'll make more of the
partnership model, and add a lot more contextual
interface to the way we do business.
“ We do a lot more online community discussions with
the bloggers, most of the people in my organisation
have Twitter accounts and tweet away.

5. ECI TELECOM | ARIE MELAMED
CEO Arie Melamed has been Vice President of Corporate
Marketing at ECI, supplier of networking infrastructure to the
world's largest carriers, since 2006. From tier-one national
network operators to city carriers, ECI's equipment serves as
the platform for key applications including business services,
voice, video and wireless backhaul.
“ Technology enables us to be very, very focused, so there is no
reason why customer A, who has a very specific need will not have
a completely different set of messaging information and flow that
comes from the vendor, from ECI, than customer B, who has
completely different needs.
“ In the US the strength is focusing on measurable objectives... in
Europe you will see more technology-oriented content, more
technical content. In Asia-Pac the important thing is networking
and being live.

6. NETVIEWER | DUNJA RIEHEMANN
Dunja Riehemann is head of Communications and Marketing
Operations at NetViewer, whose solutions create simple,
secure and intuitive visual meetings over the Internet, and are
used by 15 thousand corporations and medium-sized
companies in 55 countries.
“ I would say focus on PR, use lead-nurturing tools, set
up campaigns with partners to split costs, and I think
the most important thing every company has to do for
the customer is to really care about them and make
them happy.
“ We said, ‘let's do more online marketing and really
concentrate on this’, where the cost per lead is much
lower.

7. NAGRAVISION | IVAN VERBESSELT
Ivan Verbesselt is Senior Vice President Marketing with
Nagravision, a world leader in digital content security, helping
service providers guarantee a secure revenue stream for over
120 leading Pay TV operators on broadcast, broadband and
mobile platforms.
“ We absolutely need this very personal touch, which
online tools are never going to deliver.
“ In Europe, when it comes to articulating a unique
selling proposition, there are definitely things we can
learn from the Americans. For example, saying more
with fewer words.

8. INFOVISTA | GRÉGOIRE MICHEL
Grégoire Michel is Senior Vice President of Marketing &
Business Operations at InfoVista, whose products collect,
process and correlate heterogeneous network and system
performance and application data in real time for mobile
operators, broadband operators and enterprise IT
organizations.
“ Today we are really making a big effort on talking to
people about their daily problems and business
problems and less about ourselves.
“ One other thing that I’ve been enforcing since I have
been with the company is “integrated marketing”
campaigns. You cannot run a webinar alone. The
webinar needs to come as part of a complete project.

9. IP.ACCESS | DR. ANDY TILLER
Dr. Andy Tiller is VP Marketing at ip.access, a major
manufacturer of picocell and femtocell infrastructure solutions
for GSM, GPRS, EDGE and 3G. Products include the Oyster
3G™ femtocell and nanoGSM®, the world's most deployed
picocell solution.
“ We It’s the smaller companies in our industry who have
tended to push the technology further and show
thought leadership.
“ Blogging and video as the way to get the message across
is very important at the moment, and obviously very
cheap. But there's no substitute for putting investment
into creating good quality content.

10. MOST IMPORTANT MARKETING TOOLS
Our marketers think that no single tool is key, but a combination to
support a specific campaign.
More important is strategies such as the partnership model,
industry organization, thought leadership campaigns, education of
the market and customer care.
Kaspersky: “We educate people, and by education we just build the brand.”
ip.access: “The Femto Forum… now has over a hundred members, including
some very large network operators and equipment providers. It was started by a
group of smaller companies, including ourselves, picoChip and Ubiquisys, and
that's been a huge boost to the industry.“

11. ONLINE MARKETING TODAY AND IN THE FUTURE
ip.access: “We see online methods as just part of the mix – a growing part.”
ECI: “I believe that within three years or less we will be 30% or less in traditional
marketing and 70% in digital.“
ECI: “Personal URL campaigns are one of the most interesting activities for the
future.“
Kaspersky: “In the future it will be 10% traditional, 90% online, and in online, it will
be 10% traditional online and 90% the new generation online, communities.“

12. WHEN THINGS DO NOT WORK SO WELL…
InfoVista: “In so many campaigns, in my experience, you just didn't know the
results. So it may even have been good but you don't know.”
ARM: “Of course we have had failures, but we do a lot of post-mortem work on
them and then minimise the impact. I think if you don't fail, you don't learn.“
ip.access: “It is usually a question of getting the message right and the timing
right, much more so than the tools.“
Kaspersky: “Actually, I think the major mistake is not to try different opportunities,
not to risk.“

13. WHAT IS BETTER ABOUT US MARKETING
InfoVista: “You tend to have better people with stronger marketing skills in the
US.”
ECI: “If you are a marketer in Europe and you want to do some training, you have
to go to the US.“
Kaspersky: “In Europe, marketing is in addition, it's like sugar and coffee. The
marketing in Europe is like the sugar. In the USA marketing, it's like the coffee…
you can't get marketing out of the product, out of the business.“
Netviewer: “In the US, they just say, ‘Let's try it and if it doesn't work then let’s skip
it and try something else.’ They have the courage to do it.“

14. MARKETING IN RECESSION
InfoVista: “Invest in measurement practices and processes to be able to justify the
money that CEOs are putting in marketing.”
Kaspersky: “The reality is we should first think about the basic things – the reality
is that people buy their goods and services which they really need.“
ECI: “My advice is to measure everything.“

15. GETTING YOUR COPY
For more details on how to order your copy, visit:
http://www.techmarketing.ch
Who are we?
Extendance is a high-tech product marketing and business development services
company, located in Switzerland and serving IT and communication vendors
worldwide.
If you want to know more, or feel you have something to add to the conversation,
feel free to contact us, or check out the check out the latest content and activities
offered on our ICT marketing discussion website.

16. WHERE DO THE PROFITS GO
100% of the book fees collected will be donated to the Terres des Hommes
organization, a charity organization that looks after mothers and their children
in the world’s 16 poorest countries:
Website: http://www.terredeshommes.org/
Last yearly report: http://www.terredeshommes.org/pdf/reports/07report.pdf