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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

Strategic Global Business DevelopmentTWNIC Global Channel Marketing

Kenny Huang

Address Council, ICANN

[email protected]

2003.01.29

twnic strategy assumption
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
value of channels alliances
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
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
role of global channel marketing
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
partnership philosophy
Partnership Philosophy
  • Philosophy
    • Least : Culture Simple
    • Most : Diversified Business / Synergy
  • Opportunities
    • Distributors:
      • Registries or accredited registrars
    • Resellers:
      • Accredited registrars
the perfect partner profile
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
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

functional channel support structure
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
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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