Competitive Strategies APAC Discussion
Key competitor Why did we focus on E/ICDL? • Partners voiced increased competition in Asia, Africa, Middle East and Europe • Adoption of digital literacy varies between established and developing markets. • Understanding our competitive advantages, myths, pricing, and marketing options will give more opportunities to compete against competitors
Sales tool: Battle card The E/ICDL competitive battle card includes… • Key sales messages • Value propositions that explain common problems • Conveys how Certiport solves those problems—with a much better solution! • Positioning strategy section recommends the best action plan based on situation. • Pricing and licensing section reminds us to compare the entire offering. • Recommendations on how to counter common objections
Compete using MOS Lead with Microsoft Office Specialist program • Certiport is the sole authorized global delivery partner for Microsoft Office certifications. • ICDL’s 7-module certification competes, in terms of domain coverage, with IC³ and MOS. • If ICDL is pitching 4-module cert. than IC³ is competitive
Stomp the myths • E/ICDL is a Non-For-Profit company? • E/ICDL Foundation is a non-profit and they produce the exam transcripts but do not distribute the exams. • Regional vendors are most often for-profit but position based on the foundation. These vendors develop and sell the exams.
Stomp the myths • E/ICDL’s endorsements . . . . • Although governments and organizations may use E/ICDL exams, they endorse the concept of digital and IT literacy; they do not officially endorse E/ICDL • Impose as endorsement by mimicking government icons (ex: European Union).
Co-marketing with Certiport • Fill out a Market Development Fund Request • Request vouchers for customers to test try Certiport’s certification products
Take Action • Pick up an ECDL / ICDL Competitive Battle card (internal use only) • Review with your internal teams • Reference during discussions with potential customers • Provide feedback to Certiport