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Strategic Global Business Development TWNIC Global Channel Marketing

Strategic Global Business Development TWNIC Global Channel Marketing. Kenny Huang Address Council, ICANN huangk@alum.sinica.edu 2003.01.29. TWNIC Strategy (Assumption). Move from a “NIC” to a provider of Global Registry Services

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Strategic Global Business Development TWNIC Global Channel Marketing

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  1. Strategic Global Business DevelopmentTWNIC Global Channel Marketing Kenny Huang Address Council, ICANN huangk@alum.sinica.edu 2003.01.29

  2. TWNIC Strategy (Assumption) • Move from a “NIC” to a provider of Global Registry Services • Achieve significant registration in next 2 years from global business channel • Use Partners and Strategic Alliance to reach new global markets

  3. Value of Channels & Alliances • To reach new markets where TWNIC does not have market presence • Offer “total customer” solutions through Channels and Partner Alliances” that maximize the use of TWNIC services in new markets • Leverage TWNIC’s relationship with strategic partners and software suppliers to obtain reciprocal business • Offer “scaleable” solutions via distributors and alternate registrars • Offer web based tools that augment TWNIC’s best in class philosophy for customer services

  4. Why Use Alternate Channels • Access to market TWNIC do not currently address • Augment “Value Proposition” by bundling TWNIC’s capabilities with third party suppliers and partners • Reduce cost of new and incremental business • Direct sales access into chosen markets • Accelerate time to market

  5. Role of Global Channel Marketing • Develop, Co-ordinate and Manage Programmes that will deliver new registrations for TWNIC • Work with Customer Service, Resellers, Product Development to develop key relationships with key suppliers and customers • Develop Marketing and IT infrastructure to underpin new “Partners” • Develop new products and services with “Partners” to access new markets

  6. Partnership Philosophy • Philosophy • Least : Culture Simple • Most : Diversified Business / Synergy • Opportunities • Distributors: • Registries or accredited registrars • Resellers: • Accredited registrars

  7. The Perfect Partner Profile • Recognized brand and major player • Acknowledged to be “best in class” • Relevant customer base • Established channel/partner structure • Skilled sales and technical expertise • Financially sound/reliable trading history • Training and development culture

  8. Channel Partner Selection Model Channel and Strategic Partner Strategic Fit Business Engagement Skill & Resource Audit Marketing & Development Partner Engagement On-going Business Engagement 1 2 3 4 5 6

  9. Functional Channel Support Structure C H A N N E L M A N A G E M E N T • Joint Marketing Plan • Co-operative Marketing • Marketing Fund Support • Partner Website and Extranet Marketing Support • Partner Acquisition • Partner Incentive Schemes • Joint Market Development Plan Channel Development • Pricing and Special • Partner Payment Plans • Commercial Contracts • Partner Database Commercial Support • Accreditation Process • Training Programme • Product Development Liaison • Processes and Procedures Business Support

  10. Way Forward • Agree global channel strategy • Develop tactical market plans in regions • Establish list of pre-qualified prospect for each region • Develop support programmes • Contracts • Commercial • Marketing • Processing • Technical and customer service • Proceed with develop support processes • Launch global programmes

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