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Strategic Global Business Development TWNIC Global Channel Marketing Kenny Huang Address Council, ICANN [email protected] 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 l.jpg

Strategic Global Business DevelopmentTWNIC Global Channel Marketing

Kenny Huang

Address Council, ICANN

[email protected]

2003.01.29


Twnic strategy assumption l.jpg
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


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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


Why use alternate channels l.jpg
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


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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


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Partnership Philosophy

  • Philosophy

    • Least : Culture Simple

    • Most : Diversified Business / Synergy

  • Opportunities

    • Distributors:

      • Registries or accredited registrars

    • Resellers:

      • Accredited registrars


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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


Channel partner selection model l.jpg
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


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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


Way forward l.jpg
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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