Bezeq international: ISP case study

Report
ESET in Israel
Business review / ISP model / online marketing
Ronen Moas
Gil Neulander
CEO
[email protected]
Marketing manager
[email protected]
Are you sure you
know ISRAEL?
6 Quick facts
20,700
64
7,500,000
88,440,000
Small
But
Noisy!!
Democracy
startup nation
Now let’s
talk About
Comsecure
 Founded in 2004
 15 team members
2004
2012
Our Spirit
“People with
solutions”
Service
Communications
resellers
Positioning & Market share
 1st purchased AV in HOME segment
 2st purchased AV in SMB segment
 41% recommending NOD32
 Reputation
 Popularity
 Market share
Distribution Channels
E-shop for every reseller
2012 Project
What’s the situation?
but
59%
90%
So how can we
help them?
70%
no resources
don’t contact
What’s the idea?
Offering them a branded
online store
Online presence
Creating e-shop in 5 min with almost no cost
Resellers’ loyalty
Never loose a renewal
How will it work?
Software
notification
Email alert
eset.co.il
Automated
Filter
Include license details
And resellers information
Reseller
online
shop
ISP Model
case study: Bezeq international
Bezeq international:
ISP case study
500k +
Telecom
January 2009
Monthly
24/7
500
Invoiced model
support
representatives
Bezeq international:
ISP case study
400
Total sales
In 2008
234
1,100
1,880
6,282
Total
sales
sales
sales
st month
1
In
JAN/2010
JAN/2011
In JAN/2012
Bezeq international:
Key components
Commercial
Marketing
Technical
Bezeq international:
ISP Case study
Commercial
1. Monthly invoiced
• No renewals !
• Greater commitment
2. One licensing system
• System integration - A must !
Bezeq international:
ISP Case study
Commercial
New users per month during 2011
4,500
Avg.
1,500
Avg.
Bezeq international:
ISP Case study
Commercial
Crisis = opportunity
Solution
Find out what’s really bothering
Within
8 months
Less then
(JUL2011)
(I’s not always on surface level)
3 level pricing: reaching amout of users, get price
reduction
How ?
Ask, communicate, meet. Don’t let go.
Focus on 3 lic’s pack
30,000
65,000
Found it?
Solve it !
Target by the end of 2012
100,000 users
users
Bezeq international:
ISP Case study
Marketing
TV & Radio & Internet campaign
(exterior)
VS.
Rep. sales games
(interior)
Bezeq international:
ISP Case study
Marketing
TV Campaign (+radio & internet. 3 weeks)
offering free online virus scan to every internet user in Israel
Objective: 20% sales growth
Results:
114,000 scans
ISP: 400,000$
Comsecure: 45,000$
3,719 leads
106% sales growth
The Success was beyond expectations
Bezeq international:
ISP Case study
Marketing
Representatives sales games
Inner sales game with personal and team goals (1 week).
Objectives: 50% sales growth
Proof of sale
Top of Mind
Results: Selling representatives doubled
350% increase in sales avg.
4,500 $
180% increase in 2 following weeks
The Success was beyond expectations
Bezeq international:
ISP Case study
Marketing
So, what’s better?
Depends on what you want to achieve.
For brand awareness go
for campaign, but it will
kill your budget.
For sales increase do
games, they have better
ROI.
Online Marketing
Online Marketing
What do we focus on?
PPC
increase leads and sales
SEO
Increase online presence
and non-branded traffic
Banner campaigns
Tried that, didn’t get
sufficient ROI
User Experience
improve and simplify
customer-brand interactions
Social media marketing
Not there yet
Online Marketing
SEO
Starting Point
•
•
Ranked high for ESET-related
Ranked low for none-branded
word
word
Target audience
Internet users searching for:
• Free AV of crack version.
• Technical issues.
• Slow computer or internet connectivity.
Actions
•
•
•
•
Keyword survey.
Website optimization.
Improve usability (Clicktale)
Campaign maintenance
Online Marketing
SEO results
April 2011 vs. April 2012
% organic visitors from
non-branded keywords
04/2011
04/2012
17%
55%
Thank You
Ronen Moas
[email protected]
Gil Neulander
[email protected]

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