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Asia’s NextDigital Decade<br />Andrew Pickup<br />General Manager, Marketing & OperationsMicrosoft Asia-Pacific<br />
Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
“Asian economies will dominate the list of the biggest economies by 2020. Now, more than ever, country selection will matt...
Asia: The next billion<br />“The middle-class in Asia, exc. Japan, will rise from 570m in 2010 to 945m in 2015. To put tha...
4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
Transformational technology<br />COMPUTING POWER &  STORAGE<br />LOCATION<br />SENSING<br />PERVASIVE DISPLAYS<br />UBIQUI...
4 Powerful Disruptions<br />Economic<br />Technology<br />Brand<br />Consumer<br />
SO<br />LO<br />MO<br />Credit: John Doerr<br />
SO<br />LO<br />MO<br />LOCAL<br />SOCIAL<br />MOBILE<br />
SOCIAL<br />SO<br />Credit: John Doerr<br />
“Asia is the most socially engaged region of the world on the web. This includes activities like blogging, social networki...
LOCAL<br />LO<br />
“While fewer than 20% of Asia Pacific mobile users currently have smartphones, interest in upgrading is high: nearly half ...
Accelerated adoption in Asia<br />37%<br />2014<br />APAC (Excl. Japan)3G subscribers<br />4%<br />2007<br />
4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
The Smiling Curve<br />Patent & Technology<br />Brand & Service<br />Value<br />Fabrication<br />R&D(Global Competition)<b...
4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
Fish where the fish are…<br />Time Spent<br />Ad Spend<br />39%<br />31%<br />28%<br />26%<br />16%<br />13%<br />12%<br /...
Internet is Asia’s Most Popular Medium<br />Minutes per week<br />India<br />Jakarta<br />Singapore<br />TV<br />Internet ...
“Over 50% of Microsoft’s marketing communications will be delivered via digital channels by 2010”<br />   Steve Ballmer, C...
3 Digital Marketing Networks <br />Earned<br />Owned<br />Paid<br />
Shifting our relationship engine<br />Advocacy<br />Campaign<br />Acquire<br />Engage<br />Insights<br />
Socially-Engaged Culture<br />0<br />50<br />100<br />150<br />200<br />250<br />300<br />306<br />208<br />202<br />181<b...
Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
Achieve the highest level of customer satisfaction,advocacy and fastest adoption of any OS ever released<br />Windows 7 la...
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />	 2. Creating ...
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an...
Competition<br />
Finding our voice: Users at the centre<br />
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />	 2. Creating ...
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />	 2. Creating ...
Creating an emotional connection:Users at the centre<br />
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />	 2. Creating ...
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an...
<ul><li>Largest beta test in history, 8 million testers worldwide
Users from over 113 countries downloaded the Windows 7 beta
16,000+ online interviews
2,600 users participated in research and usability studies
40,000 hours of Windows 7 usage logged from user research trials</li></li></ul><li>Proactive Blogger Outreach<br />
Activation<br />Social Web<br />Listening & Aggregation<br />PR<br />Customer Service<br />Marketing<br />Advertising<br /...
Breadth-social media engagement<br />
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />	 2. Creating ...
Windows 7 launch strategy<br />	1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an...
Windows 7 Launch: Users at the centre<br />
Users co-create the brand experience<br />
Owned & Operated media <br />Earned media <br />Paid media <br />
Achieve the highest level of customer satisfaction, advocacy and fastest adoption of any OS ever released<br />Windows 7 l...
Customer satisfaction<br />
Customer advocacy<br />
Customer adoption<br />Windows 7 versus Vista acceptance rate<br />© 2010 Janco Associates, Inc<br />16.00%<br />14.00%<br...
Marketing in the customer-participation era<br />Brands<br />Power & Influence <br />Community<br />
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How will technology adoption change the way in which marketers reach and influence consumers in Asia-Pacific over the next decade? How is Microsoft evolving its marketing strategy to reflect these changes?

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Asia's Next Digital Decade

  1. Asia’s NextDigital Decade<br />Andrew Pickup<br />General Manager, Marketing & OperationsMicrosoft Asia-Pacific<br />
  2. Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
  3. Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
  4. 4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
  5. 4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
  6. “Asian economies will dominate the list of the biggest economies by 2020. Now, more than ever, country selection will matter.”<br />Citi Group, Wall Street Journal, January 2011<br />Asia: The new centre of gravity<br />
  7. Asia: The next billion<br />“The middle-class in Asia, exc. Japan, will rise from 570m in 2010 to 945m in 2015. To put that in perspective, this will be nearly three times the population of the USA” <br /> Mr & Mrs Asia, Asia’s Middle-Class Revealed CLSA Asia-Pacific Markets Report.<br />
  8. 4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
  9. Transformational technology<br />COMPUTING POWER & STORAGE<br />LOCATION<br />SENSING<br />PERVASIVE DISPLAYS<br />UBIQUITOUSCONNECTIVITY<br />NATURAL INTERACTION<br />
  10. 4 Powerful Disruptions<br />Economic<br />Technology<br />Brand<br />Consumer<br />
  11. SO<br />LO<br />MO<br />Credit: John Doerr<br />
  12. SO<br />LO<br />MO<br />LOCAL<br />SOCIAL<br />MOBILE<br />
  13. SOCIAL<br />SO<br />Credit: John Doerr<br />
  14. “Asia is the most socially engaged region of the world on the web. This includes activities like blogging, social networking, social bookmarking and engaging in social chatter. They carry brands through their activities and peer-to-peer conversations.”<br />Source: Harvard Business Review 2010<br />
  15. LOCAL<br />LO<br />
  16. “While fewer than 20% of Asia Pacific mobile users currently have smartphones, interest in upgrading is high: nearly half of consumers intend on buying a smartphone in 2011”<br />Nielsen Report, July 2011<br />MOBILE<br />MO<br />
  17. Accelerated adoption in Asia<br />37%<br />2014<br />APAC (Excl. Japan)3G subscribers<br />4%<br />2007<br />
  18. 4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
  19. The Smiling Curve<br />Patent & Technology<br />Brand & Service<br />Value<br />Fabrication<br />R&D(Global Competition)<br />Marketing(Area Competition)<br />
  20. 4 Powerful Disruptions<br />Economic<br />Technology<br />Consumer<br />Brand<br />
  21. Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
  22. Fish where the fish are…<br />Time Spent<br />Ad Spend<br />39%<br />31%<br />28%<br />26%<br />16%<br />13%<br />12%<br />9%<br />Print<br />Radio<br />TV<br />Internet<br />Internet Trends, April 2010<br />
  23. Internet is Asia’s Most Popular Medium<br />Minutes per week<br />India<br />Jakarta<br />Singapore<br />TV<br />Internet (Excl. email)<br />98<br />178<br />585<br />274<br />92<br />Magazines<br />288<br />219<br />734<br />204<br />Newspaper<br />616<br />678<br />954<br />7%<br />Taipei<br />Seoul<br />12%<br />174<br />27<br />168<br />182<br />791<br />768<br />709<br />720<br />45%<br />36%<br />Australia<br />Kuala Lumpur<br />60<br />210<br />156<br />327<br />586<br />869<br />809<br />700<br />Source: Synovate PAX Survey Q3 2009 – Q2 2010<br />
  24. “Over 50% of Microsoft’s marketing communications will be delivered via digital channels by 2010”<br /> Steve Ballmer, CEO, Microsoft<br /> 2007 Association of American Advertising Agencies Conference<br />
  25. 3 Digital Marketing Networks <br />Earned<br />Owned<br />Paid<br />
  26. Shifting our relationship engine<br />Advocacy<br />Campaign<br />Acquire<br />Engage<br />Insights<br />
  27. Socially-Engaged Culture<br />0<br />50<br />100<br />150<br />200<br />250<br />300<br />306<br />208<br />202<br />181<br />172<br />164<br />163<br />NetProspex Social 50, May 2010<br />
  28. Agenda<br />Asia’s Next Digital Decade<br />Marketing Evolution at Microsoft <br />Case Study: Windows 7 Launch<br />
  29. Achieve the highest level of customer satisfaction,advocacy and fastest adoption of any OS ever released<br />Windows 7 launch goals<br />
  30. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br /> 2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  31. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  32. Competition<br />
  33. Finding our voice: Users at the centre<br />
  34. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br /> 2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  35. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br /> 2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  36. Creating an emotional connection:Users at the centre<br />
  37. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br /> 2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  38. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  39. <ul><li>Largest beta test in history, 8 million testers worldwide
  40. Users from over 113 countries downloaded the Windows 7 beta
  41. 16,000+ online interviews
  42. 2,600 users participated in research and usability studies
  43. 40,000 hours of Windows 7 usage logged from user research trials</li></li></ul><li>Proactive Blogger Outreach<br />
  44. Activation<br />Social Web<br />Listening & Aggregation<br />PR<br />Customer Service<br />Marketing<br />Advertising<br />Product Planning<br />Community<br />Answers<br />Sales<br />
  45. Breadth-social media engagement<br />
  46. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br /> 2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  47. Windows 7 launch strategy<br /> 1. Finding Our Voice<br />4. LaunchNew Version<br />User at the centre<br />2. Creating an emotional connection<br />3. Amplify/magnifyvia communities<br />
  48. Windows 7 Launch: Users at the centre<br />
  49. Users co-create the brand experience<br />
  50. Owned & Operated media <br />Earned media <br />Paid media <br />
  51. Achieve the highest level of customer satisfaction, advocacy and fastest adoption of any OS ever released<br />Windows 7 launch goals<br />
  52. Customer satisfaction<br />
  53. Customer advocacy<br />
  54. Customer adoption<br />Windows 7 versus Vista acceptance rate<br />© 2010 Janco Associates, Inc<br />16.00%<br />14.00%<br />12.00%<br />Vista<br />Windows 7<br />Linear (Vista)<br />Linear (Windows 7)<br />10.00%<br />8.00%<br />6.00%<br />4.00%<br />2.00%<br />0.00%<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />8<br />9<br />Months after general availability<br />
  55. Marketing in the customer-participation era<br />Brands<br />Power & Influence <br />Community<br />
  56. Source: Mohan Sawhney, Kellogg School of Management<br />Collaboration is the new marketing model<br />
  57. © 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.<br />The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.<br />
  58. Thank you<br />andrewpi@microsoft.com<br />andrewpickup<br />andrewpickup<br />
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    Mar. 18, 2012
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    Oct. 7, 2011
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    Oct. 5, 2011
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    Oct. 5, 2011
  • SaraAlonso1

    Oct. 5, 2011
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    Sep. 12, 2011

How will technology adoption change the way in which marketers reach and influence consumers in Asia-Pacific over the next decade? How is Microsoft evolving its marketing strategy to reflect these changes?

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