APAC Marketing Update - Home - Wireless Network Solutions
APAC Marketing Update - Home - Wireless Network Solutions
APAC Marketing Update - Home - Wireless Network Solutions
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<strong>APAC</strong> <strong>Marketing</strong> <strong>Update</strong><br />
Veronica Lim
Agenda<br />
• 2009 <strong>Marketing</strong> Objectives<br />
• 2009 <strong>Marketing</strong> Plans<br />
• 2009 <strong>Marketing</strong> Calendar<br />
2
2009 <strong>Marketing</strong> Objectives<br />
• Build Awareness<br />
• Develop, Equip & Enable Channel<br />
• Gain Channel Mindshare & Loyalty<br />
• Generate Demand<br />
3
2009 <strong>Marketing</strong> Objectives<br />
Build<br />
Build Awareness<br />
4
Build Awareness<br />
• <strong>Marketing</strong> Strategy<br />
– Position Motorola as the industry leader in<br />
<strong>Wireless</strong> Broadband (WiBB)<br />
– Influence opinion leaders (media & analysts)<br />
– Promote WiBB applications (video<br />
surveillance & IP connectivity) to key<br />
verticals like local governments, public safety,<br />
carrier and enterprises<br />
5
Build Awareness<br />
•Tactics<br />
– Tradeshows & Events<br />
• showcase WiBB products & applications in key<br />
tradeshows & customer events<br />
– eg Global Security Asia 2009 (Mar09, Sin), India Airline<br />
& Airport (Aug09, India), <strong>Wireless</strong> City 2009 (Sep09,<br />
China)<br />
– Press Media & Analyst marketing campaign<br />
• Executive meeting between Motorola senior<br />
leaders and opinion influencers<br />
• Media workshops<br />
6
Build Awareness<br />
•Tactics<br />
– Advertorial/Editorial campaign<br />
• Promote WiBB applications in China, India,<br />
Australia, Indonesia, Malaysia, Philippines &<br />
Thailand<br />
– Direct <strong>Marketing</strong> to End-users via eDM/DM<br />
• Promote video surveillance & IP connectivity to<br />
local governments, carriers, enterprises,<br />
education & transportation<br />
– Customer Testimonials & Case Studies<br />
7
2009 <strong>Marketing</strong> Objectives<br />
Develop, Equip and<br />
Build<br />
Enable Channel Partners<br />
8
Develop, Equip & Enable Channel<br />
• Channel Development<br />
– <strong>APAC</strong> WiBB Channel Partner Program<br />
– Recruit AWBR Partners<br />
• Channel Equipping & Enablement<br />
– New Partner’s Welcome Kit<br />
– <strong>APAC</strong> WiBB Channel Portal<br />
9
Channel Development<br />
• Launch <strong>APAC</strong> WiBB Channel Partner Program (May’09)<br />
– 3-Tiers channel membership<br />
Commitments at a glance<br />
Premier Partners<br />
Premier<br />
Partners<br />
Premier<br />
Platinu<br />
m<br />
Premier<br />
Gold<br />
AWBR<br />
10
Channel Development<br />
• Launch <strong>APAC</strong> WiBB Channel Partner Program (May’09)<br />
Partner Benefits at a glance<br />
11
Channel Development<br />
• Partner Recruitment – <strong>Marketing</strong> Tools<br />
– Channel Partner Program brochure<br />
– AWBR Recruitment eDM template<br />
12
Equip & Enable Channel Partners<br />
• New Partner’s Welcome Kit<br />
– Welcome & equip new AWBR partners with sales & marketing materials to<br />
effectively promote WiBB products & solutions to end-customers<br />
• Welcome Kit contains<br />
– Welcome gift<br />
– Partner certificate<br />
– Partner logo source file<br />
– <strong>Marketing</strong> collaterals<br />
– Sales tools CD<br />
• product datasheet & tech<br />
specs<br />
• case studies<br />
• whitepaper, application brief<br />
• sales guide<br />
• multimedia & others<br />
Certificate of<br />
Authorization<br />
Authorized Reseller<br />
XYZ Corporation<br />
as an Authorized Reseller provides professional services to Motorola end-users.<br />
John Smith<br />
Title, Motorola Electronics Pte Ltd<br />
Government and Enterprise Mobility <strong>Solutions</strong><br />
This certificate is valid until XX/XX/XX. Issued for the first time XX/XX/XX.<br />
*Reference to Motorola as is defined in the Dealer Agreement.<br />
Certificate XXXX<br />
Channel partner identifier<br />
logo usage for AWBR &<br />
Premier Partners only<br />
• Partners can place the partner<br />
logo on business cards,<br />
advertisements, collaterals &<br />
company websites<br />
• Mark of endorsement of your<br />
partnership with Motorola and<br />
enable you to differentiate & win in<br />
market-place<br />
13
Equip & Enable Channel Partners<br />
• <strong>APAC</strong> WiBB Channel Portal Launch (May 09 – in English)<br />
– www.motorola.com/asia/wibbreseller : A "one-stop" portal for resellers<br />
– easy to locate and access to the tools and resources whenever you need it - 24 X 7<br />
• product information<br />
like datasheet, tech<br />
specs<br />
• sales & marketing<br />
tools<br />
– case studies,<br />
whitepaper,<br />
multimedia,<br />
sales guide,<br />
product<br />
images<br />
• sales/ technical<br />
training and<br />
webinar<br />
• channel eNews<br />
• sign up as AWBR<br />
14
Equip & Enable Channel Partners<br />
WiBB Channel Portal : Resources & interactive tools that are exclusive to AWBR & Premier Partners only<br />
Login required<br />
• Case study<br />
submission<br />
• Large project<br />
support<br />
registration<br />
• Channel partner<br />
logo download<br />
• Competitive<br />
information<br />
• Rewards<br />
program<br />
For Partners to submit large<br />
project details and request for<br />
support<br />
After submission, an email will<br />
be routed to respective<br />
Motorola country sales<br />
manager & distributor for<br />
review<br />
15
Equip & Enable Channel Partners<br />
• On-going Sales Support<br />
– Equip partners with product collaterals & sales tools CDs<br />
• Half-yearly refresh & mail to channel partners<br />
16
2009 <strong>Marketing</strong> Objectives<br />
Gain Channel Mindshare &<br />
Build<br />
Build Loyalty<br />
17
Channel Mindshare & Loyalty<br />
• Annual Channel Partner Summit<br />
• Regular Channel Communications<br />
• Channel Incentive Programs<br />
18
Channel Mindshare & Loyalty<br />
• Channel Partners Summit<br />
– Enhance channel relationship & share<br />
Motorola's leadership & vision<br />
– Deliver business & products update<br />
– Recognize and award partners<br />
– Product showcase on our latest<br />
productions/applications<br />
• Regular Channel Communications<br />
– Channel eNews every 2 months<br />
– Product launch e-Alert<br />
• Eg PTP 100 series/ <strong>Wireless</strong> Manager<br />
– eDM sent to channel<br />
– Feature in Channel eNews<br />
19
Channel Mindshare & Loyalty<br />
• Channel Incentive Program<br />
– To improve your bottom line and get rewarded for your<br />
commitment to Motorola<br />
– Motorola iRewards: China only<br />
– MOTRewards: Launch in South Asia & India (May 09)<br />
• How MOTRewards Work<br />
• AWBR & Premier Partners will be assigned purchased volume<br />
target each quarter.<br />
• You will receive an invitation eDM for the MOTRewards Program<br />
• You need to login to the MOTRewards Registration site to view<br />
the purchase target & rebates for the qualifying period; review<br />
the program terms and click to accept the program terms in order<br />
to participate in the program<br />
• To earn the rebates, login to MOTRewards program found in the<br />
Channel Portal and submit all your purchase details & upload<br />
distributor’s invoices online.<br />
20
Channel Mindshare & Loyalty<br />
• How MotRewards Work - continued<br />
• You need to submit at least ONE sell-out details online before the<br />
rebates will be mailed out to you<br />
• In addition, you can also earn Bonus $$ if one of your sell-out is<br />
related to a video surveillance solution<br />
• Based on your submitted purchase details & distributors’ invoices,<br />
your MOTRewards Statement of Account will be updated on a<br />
weekly basis.<br />
• You can view your statement of account online in the Channel<br />
Portal – under MOTRewards section.<br />
• At the end of the qualifying period, you receive the $$ rebates in<br />
the form of cheque if you met the purchase target & submitted at<br />
least ONE sell-out details.<br />
Applicable to AWBR & Premier Partners in selected South Asia<br />
countries only – Phase 1 launch (May09)<br />
21
2009 <strong>Marketing</strong> Objectives<br />
Build<br />
Demand Generation<br />
22
Demand Generation<br />
• End-user Seminars<br />
– promote WiBB solutions & applications to key verticals like local<br />
governments/city councils, public safety, transportation, carrier &<br />
enterprise<br />
• Video Surveillance Digital <strong>Marketing</strong> Campaign<br />
– Leverage on cost effective digital/web marketing tools to pull in<br />
customer demand<br />
• eDM Campaign<br />
• Online Advertisement<br />
• Search Engine <strong>Marketing</strong><br />
• Online Advertorial<br />
• Microsite<br />
23
Video Surveillance Digital MC<br />
-<br />
eDM/DM Campaign<br />
Campaign Microsite<br />
-<br />
Online Advertisement<br />
“Contact Me” form<br />
Motorola Leads Management System<br />
Motorola Sales Mgr<br />
update status in SF.com<br />
-Search Engine <strong>Marketing</strong><br />
-<br />
Online Advertorial<br />
AWBR & Premier Partners<br />
convert leads to actual sales<br />
& update Motorola Sales Mgr<br />
Motorola Sales Mgr forward leads to<br />
AWBR & Premier Partners<br />
24
2009 <strong>Marketing</strong> Calendar<br />
Build Awareness<br />
Mar<br />
Apr<br />
May<br />
Jun<br />
Jul<br />
Aug<br />
Sep<br />
Oct<br />
Nov<br />
Dec<br />
Tradeshow & customer events<br />
Media workshop & executive meeting<br />
Application Advertorial campaign<br />
End-user eDM / DM campaign<br />
Case Study Development<br />
25
2009 <strong>Marketing</strong> Calendar<br />
Develop, Equip & Enable Channel<br />
Apr<br />
May<br />
Jun<br />
Jul<br />
Aug<br />
Sep<br />
Oct<br />
Nov<br />
Dec<br />
Channel Partner Program Launch<br />
AWBR Partner Recruitment<br />
New Partner Welcome Kit<br />
WiBB Channel Portal Launch<br />
26
2009 WiBB <strong>Marketing</strong> Calendar<br />
Channel Mindshare & Loyalty<br />
Apr<br />
May<br />
Jun<br />
Jul<br />
Aug<br />
Sep<br />
Oct<br />
Nov<br />
Dec<br />
Channel Partner Summit<br />
MOTRewards Program<br />
Channel eNews<br />
Product Launch publicity<br />
PTP<br />
100<br />
PTP<br />
49200<br />
Mesh<br />
PTP<br />
800<br />
PTP58230<br />
PTP54230<br />
PMP54430<br />
PMP57430<br />
PMP300<br />
27
2009 WiBB <strong>Marketing</strong> Calendar<br />
Demand Generation<br />
Feb<br />
Mar<br />
Apr<br />
May<br />
Jun<br />
Jul<br />
Aug<br />
Sep<br />
Oct<br />
Nov<br />
Dec<br />
End-User Seminars<br />
Video Surveillance Digital <strong>Marketing</strong><br />
Campaign<br />
28
2009 WiBB <strong>Marketing</strong> Plans<br />
Thank you.<br />
Build<br />
We welcome your<br />
feedback ……<br />
veron.lim@motorola.com<br />
29
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