1. Cultural Heritage in REGional NETworks REGNET Market Preparation – D6

2. 27 March 2003REGNET Final Project Review 2 D6v01 April 2002 T2.5 Market preparation: appropriate measures to address identified user groups Responsible: TINC Involved: ICCS, IMAC, TINC, AIT, TARX Work Area C Team-Group 8.2 Situation: D6v02 June 2002 Provide 1st draft of the Market Engineering Plan & background material = Work plan to provide a clarification of market dimensions WP 2.5: Market Preparation D6v02_marketprep - Addition to D6 Market AnalysisProducts/ServicesCompetition Analysis Basis for a positioning of REGNET, the development of generic marketing strategies & marketing-mix Individual marketing strategies for CSCs

3. 27 March 2003REGNET Final Project Review 3 WP 2.5: Market Preparation Tasks and status of work Market Analysis Trends in the cultural market Market segments (qualitative & quantitative analysis) Users & demand for services Product/Service portfolio Customer benefit REGNETs USP Products/ServicesCompetition Analysis Analysis of competitors, products and services on the market (5 add.) Strenghts and weaknesses compared to REGNET = Benchmark approach to offer insights into the logic of the market and to demonstrate proofed strategies Marketing strategies Case studies

4. 27 March 2003REGNET Final Project Review 4 WP 2.5: Market Preparation Results & some main findings Market Segments Customers: Subscribe & use the REGNET-System (core customer group) Users: Access content & services (Internet) - normally not paying => Different Marketing approaches

5. 27 March 2003REGNET Final Project Review 5 WP 2.5: Market Preparation Results & some main findings Product & Service Portfolio To be offered by CSCs – according to defined portfolios [REGNET Testbed, WP 4] General Services Database Services E-Publishing Services B2B/B2C-Services

6. 27 March 2003REGNET Final Project Review 6 WP 2.5: Market Preparation Results & some main findings Competition & Positioning Strategies Broad content basis - cover all CH domains Multilinguality - not fully developed Data structuring & knowledge-based services Membership models for customer loyality Package prices Attractiveness Huge market potential - High need for a cost-effective web service model - Market share is divided into many different software Advantages Low cost for purchase High fitness for use in the CH area Low effort in operation High potential for cooperation

7. 27 March 2003REGNET Final Project Review 7 WP 2.5: Market Preparation Generic marketing strategies and instruments Each CSC must develop own strategies Modularisation of core services: Basic - Standard - Premium Definition of additional, individual services Product Policy Prices for services & service levels (Example) Pricing Policy Scheme for internal - external and personal and nonpersonal measures Communication Policy Portfolio of possible instruments - selected for each CSC - combining convential and electronic marketing Communication Instruments CSC network definition & development: Roles, responsibilities, competences, reporting Distribution Policy

8. 27 March 2003REGNET Final Project Review 8 WP 2.5: Market Preparation Concrete actions - illustrative concepts Case Studies describing the introduction of the REGNET System to a specific market - combining different instruments Various marketing activities during the REGNET Testbed - collecting feedback, providing additional information Approaching customers, using other systems, offering to them additional/integration services See also WP 4 Demonstration activities & strategies + REGNET TIP for individual expectations & plans! Price Model Example Once-only payment for: - Database development - Optional modules - Search facilities (external) - Data conversion/import - Training Regular payments annual: - Hosting XML-Server/databases - Hosting Internet Site