INDUSTRY NEWS COMMENT: MARKETING MATTERS Elizabeth Sparrow
THE Olympics are upon us and we find ourselves in the midst of athletic fever pitch. However, this rare event poses some troublesome issues for marketers. Any advert or promotion that creates an association, of any type, with the London Games may be in breach of the guidelines, which could result in an injunction, pursuit of damages, and the removal of related profits. The subtlest references
or even a play on certain words will be treated as an infringement. Words, mottos, mascots and related symbols are all forbidden unless you are an official sponsor and have coughed up the £40 million price tag. It would wise to check the rules before pressing send on that advertisement or e-shot. There are hundreds of people recruited to catch you out and impose a £20,000 fine. How do you know for certain what is or is not acceptable? For instance, if you are to include the word ‘summer’ and ‘2012’ in the same advertisement your intentions are likely to be called into question. I am left questioning... are the rules a little over zealous? And, are they designed as yet another method to generate money for the giant Olympic pot? Some companies will be turning to ambush tactics to gain positioning as unofficial sponsors. Tactics are creative, usually entertaining and an act of rebellion that many athletes may choose to endorse. The 2012 Olympics is also being hailed as the first truly digital event so ambush tactics will likely ‘go viral’. Guerilla marketing is undeniably effective but also highly damaging as it can impact on the event’s ability to attract future sponsors. Hosting the Olympics costs a pretty penny. Yet, I can’t help but feel a little cold over the heavy-handed tactics employed to protect it.
Elizabeth Sparrow, MD, Blabbermouth Marketing
Ex-Murphx leadership team exit Daisy Group
THE former Murphx manage- ment team of Carl Churchill, Richard Jay, Ben Murphy and Nicki Jay have left Daisy on completion of a manage- ment earn-out. Daisy acquired Murphx Innovative Solutions in June 2010. Paul Burton has been
appointed interim MD of Daisy
Wholesale, with Paul
Richens, Operations Director, Garry Growns, Sales Director and Frank Chapman, Finance
Director retaining their roles. Daisy Group CEO Matt
Riley said: “The strategy of the wholesale business will be to continue focusing on helping our resellers grow, allowing them to develop their own busi- nesses through our propositions, backed with the support and training of our pre-sales and customer service teams.”
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sgilroy@bpl-business.com
Openreach’s FTTP roll out
OPENREACH has launched a full set of FTTP wholesale prod- ucts which range from 40Mbps to 330Mbps downstream and 2Mbps to 30Mbps upstream. Previously only available
to CPs on an ‘early market deployment’ basis, these prod- ucts are now available within the 15 exchange areas where FTTP infrastructure has been deployed to date.
Openreach says availabil- ity will improve as it expands the FTTP network to other exchange areas and explores the option of deploying the service to new housing developments and multi-dwelling units. Openreach also plans to
make FTTP available on demand in areas covered by its FTTC network from spring 2013. Meanwhile, it is mak- ing fibre broadband available
Mike Galvin
to homes and businesses and is due to pass around two thirds of UK premises by 2015. Mike Galvin, Openreach MD
for Network Investment, said: “While we believe that FTTC will provide speeds that are suit- able for consumers for some time, these FTTP products will allow CPs to offer SMEs and other bandwidth-hungry users the option of even higher speeds and build propositions.”
Petts gets ShoreTel role
DAVID Petts has joined Shore- Tel as Senior VP of Worldwide Sales. He moves from Nokia where he spent seven years in sales leadership roles. Prior to Nokia he held a num- ber of executive management roles with HP and Compaq.
“Our sales structure focuses more on core and international markets as well as channel man- agement and sales
said Peter Blackmore, President and CEO. “David’s success in global sales reinforces our sales and customer momentum.”
training,”
Savings in O2 promo
A SUMMER Savings promo- tion launched by O2 Wholesale aims to capitalise on the band- width-heavy summer and get end users thinking more about their broadband usage.
Until 30th September O2 Wholesale is giving partners £10 for every migration and £5 for every new connection made. The operator is adding free connections on all orders and migrations as well as offering monthly advice and support. Dan Cunliffe, Head
of
Strategy & Partners O2 Whole- sale, commented: “Many busi- nesses will be forced to rethink their broadband strategy over the coming months. “Partners need to recognise
how critical unlimited usage, robust upload speeds and abun- dant capacity have become.”
SHORT CALL
AKJ has seen more than 400 attendees pass through its Master Class training sessions, first launched last summer. Trainer Jeannette Goodred said: “These free sessions complement our other training methods which include traditional class room sessions as well as on-site shadowing.”
Azlan adds BYOD support
A LINK-UP between TDAzlan and Bradford Networks enables the distributor to help resellers address BYOD opportunities. TDAzlan, the enterprise net- working unit of Computer 2000, now offers Bradford Networks’ Network Sentry platform, bring- ing it within the reach of thou- sands of HP Enterprise Servers, Storage and Networking Group (ESSN) partners in the UK. The platform offers them the opportunity to address the secu- rity issues around BYOD for their customers.
mented Nigel Dunn, Azlan UK Director of HP ESSN. “That presents good opportunities for network VARs and integrators to deliver solutions
that will Nigel Dunn
“The challenges that BYOD brings end user organisations around security and compliance issues are considerable,” com-
ensure all devices on the net- work can be effectively moni- tored and managed.” Bradford Networks’Network Sentry product gives organisa- tions greater visibility and tight- er control of IT policy, allow- ing employees access to the company network through both corporate issued and personal mobile devices.
12 COMMS DEALER AUGUST 2012
www.comms-dealer.com
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