GSM is used in over 170 countries to cover Over 400 GSM network operators,Over 550 million people were subscribers to GSM.GSM as an OSI related model.
GSM uses Gaussian Minimum Shift Keying (GMSK).GSM 900 uses 50 MHz in two 25 MHz bands for up and down links.

GSM functions in three bottom layers of the OSI model :

Physical
Data-Link
Layer 3

Goals of GSM:

It improved spectrum efficiency

It support International roaming

Low-cost mobile sets and base stations

High-quality speech

Compatibility with ISDN and other telephone company services.

Support for new services

GSM Architectures is three broad parts

1. Subcribers carries MOBILE STATION
2. BSS controls
3. Network Subsystems

Acronyms in GSM:

MS : Mobile Station
BTS : Base Transceiver Station
BSC : Base Station Controller
MSC : Mobile-services Switching Center
VLR : Visitor Location Register
HLR : Home Location Register
AUC : Authentication center
EIR : Equipment Identity Register

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DAB is proposed by the British Broadcasting Corporation.
China ran a trial in Fo Shan city about this DAB.

Digital Audio Broadcasting is also known as Eureka 147.
DAB is ETSI standard.It is High definition radio project.
It is a digital radio technology.

It is most popular in UK and European Countries.

Updated version of DAB is released in 2007.Updated version is call as DAB+

But DAB sounds worse than FM.Main reason for bad sound quality is broadcasters using bit rate levels that are too low.

Digital Audio Broadcasting is a Single Frequency Network

All transmitters send an unique signal.So tuning is done automatically.
A 1.5 MHz for 10 services cover entire country using a single frequency network.
So it is 15-20 times more efficient.

Normal Audio has 24ms MP2 frames whereas DAB frames are 96ms.

Uses of DAB:

Sound is CD quality

Multiplex

• Free mobile reception

• It has Spectral Efficiency

• It has European Standards

• We can receive both Data,Audio

Dynamic Range Control

• Lower transmitter power

• No tunning

Digital Radio:

Digital Radio is the future radio.

Switzerland is the first country which is developed this Digital Radio by 90% .

It is well suited for radio receiving on the move in the outside.

Main feature with this digital radio is when you switch NO it will automatically detect date,time and no.of available radio channels.

So no more tuning of different stations.

DAB has good reception quality.

Digital Radio has two standards:

DAB = digital Radio in MP2

DAB+ = digital radio in new MP4

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In the 3 M’s of Business model Marketing play a key role.

3M’s are Money,Management,Marketing

Buying and Selling of and exchannge of goods for an agreed amount.

Marketing is the promotion of products oe service especially advertising and branding.

The 4 P’s of Marketing are

* Product
* Price
* Place
* Promotion

Marketing can be classified as 3C model also

* Customer
* Company
* Competitor

3 conceptions of marketing are

Production concept
Selling concept
Marketing concept

Short Term Factors in Marketing System are

Product
Place
Price
Promotion

Long Term Factors in Marketing System are

Technological
Legal
Cultural
Economic

Different Components of a Marketing Plan:

1. Market Research/Analysis
2. Marketing Objectives/Goals
3. Marketing Mix/Strategy
4. Marketing Budget
5. Market Monitoring and Evaluating
6. Plan Check List

Types of Marketing:

Internet Marketing
Offline Marketing
Word of Mouth Marketing
Guriall Marketing
Email Marketing
Viral Marketing
Print Advertising
Direct Mail
TV and Radio
Organic Search
Pay Per Click
Social Media Marketing
Banner Advertising
Network Marketing
Services Marketing
Evangelism Marketing
Relationship Marketing
Experiential Marketing
Mobile Marketing

New Media Marketing types:

• Internet
• Mobile phones
• IPODS
• PDAS

TYPES OF MARKETING RESEARCH

Exploratory Research : better understanding of the problem dimensions.
Descriptive Research : general understanding of the marketing problem
Causal Research : used to identify cause-and-effect relationship.

Top Marketing Rules:

Rules are Meant to be Broken if needed
Marketing Must Result in Sales and growth
Be unique
Keep a deadline

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The term strategic window is the limited periods during which the “fit” between the key requirements of a market and the particular competencies of a firm competing in that market is at an optimum. In this paper we will use VXL Instrument’s case to elaborate the concept.
What is VXL’s Business?

VXL Instruments is enabling companies around the world build a flexible, secure, manageable and cost-efficient IT infrastructure. Its range of thin client devices helps enterprises beat the cycle of desktop obsolescence, free internal resources from non-productive functions, and save millions of dollars that is spent in securing systems. The thin client is a server-centric computing model in which the application software, data, and CPU power resides on a network server rather than on the client computer.VXL Instruments won “Highest IT-Hardware Exporter Award in Non-SSI category” for year 2006-2007.
VXL’s Dilemma

VXL Instruments is leading manufacturer of thin client devices and commands 11% share in global market. Its major chunk of sales comes from export to US and EU. The company is trying to explore new market in India for its thin client devices. Competitors like Wyse and HP offer diverse range of product not only in west but also in India. Therefore, it’s high time that company starts thinking about Indian market.
How to market TC in India?

Company’s products like TC23xx and TC73xx are reliable and cost-effective. The (thin client) TC can help in eradicating various pain in server based computing. It is very useful in case of SME’s (Small and medium scale enterprises) where computing requirements are pretty specific. In case of sectors like hospitality, we need to explore various value unlocking features so that they can charge a premium. The major challenges are following:

1. How to provide maximum utility without making product too much complex?

2. How to convince existing clients to change from fat clients to thin clients?

3. How to market TC in India?

Actually the answer of third question will give us a frame work for finding the answers for first two questions.

I will consider VXL a minimum risk taking company. It’s more product centric than customer centric. Therefore, its products are world class but market penetration is not that impressive. Presently, VXL markets its products through client interaction and third party distributors like Priya Limited. This approach reduces marketing expenses but the approach has its own limitations.

In 2005, Mumbai-based distributor Priya Ltd invested $2 million (around Rs 10 crore) in equity in VXL Instruments. The investment was part of the trade finance arrangement that gave VXL $9 million (around Rs 45 crore) aimed at funding its growth.

VXL chalked out expansion plans and a growth strategy with a view to increase its market share of thin client to 25 percent by 2007-2008. It has made inroad in different verticals like ERP, Health, Telecom, Education and Banking with client list including SAP Belgium, Birmingham City Hospital UK, DOT India, British Telecom, IIM Lucknow, IIT Roorkie, Haga Bank Jakarta and HDFC India etc. But presently its market share is much below its target.
Product Awareness & Customer Perception

We can roughly divide the customers into two categories:

* Techno Savvy Customers with financial Muscle: These type of customers, already know about the products (TC) and we need to convince them that thin client is a better option over Fat client. For example Velankani group’s upcoming 5-Star hotel in Electronic City, Bangalore. The Velankani’s are in IT and infrastructure and they are aware about technology and its implementation. According to Mr. R. Shiva Kumar (Manager Information System, Velankani), these types of customers should better be approached when the product is in its embryonic stage. Once they acquire fat clients (FC) for their project, they won’t be interested in TC due to switch over cost. Here we need to market TC as a device which will not only reduce the total cost of ownership but also provide simple solution for all comfort requirements.

* Less Techno Savvy with Medium Range Investment Capabilities: These types of customers don’t have their own IT department. They generally play safe and go for the fat client technology being used by other players in their segment. More over they consider their computing needs are minimal and don’t find IT investments much attractive. Here, we need to educate them about various advantage of server based computing and advantage of TC over FC. These types of firms should be approached for providing total solution.

Market Redefinition

Frequently, as markets evolve, the fundamental definition of the market changes in ways which increasingly disqualify some competitors while providing opportunity for the others. The trend towards marketing “system” of products as opposed to individual piece of equipments provides many examples of this phenomenon. We will discuss this point with the help of Docutel case.

Docutel: This manufacturer of automatic teller machine (ATM’s) supplied virtually all the ATM’s in US up to late 1974. In early 1975, Docutel found itself losing its market share to large computer companies such as Burroughs, Honeywell, and IBM as these manufacturers began to look at the banks’ total EFTS (Electronic Fund Transfer System) needs. They offered the bank a package of equipment representing a complete system of which the ATM was only a component. In essence their success can be attributed to the fact that they redefined the market in a way that increasingly appeared to disqualify Docutel as a potential supplier.
Conclusion

Market redefinition is not only limited to the banking industry; similar trends are underway in scientific instrumentation (Steel, Cement, and Aluminium Industries), process control equipments (Siemens, Vesuvius and SMS redefined the market); the machine tool industry, office & household equipment (VXL is already a player) and electronic control gear as some of the other examples. In each case, manufacturers basing their approach on the marketing of individual hardware items are seeing their “strategic window” closing as computer systems producers move in to take advantage of emerging opportunities. HP has capitalized sufficient TC market by virtue of some aggressive M&A. In India companies like HCL Technologies and Satyam are planning to enter in TC market as a total solution provider. Wipro is also exploring opportunities in SME. We can expect Wipro to venture in this segment, in near future.

As the competition grows SME’s are also becoming lean. Most of firms are following make-to-order philosophy of manufacturing. All these need free flow of materials, information and finances imperative. As the practices are changing, many new applications of networking technology have evolved. Here, we can see a scope for VXL being a consultancy provider and not a mere product manufacturer.

References:

* www.vxl.net

* The Windows Embedded Family: An Integrated, Scalable Platform for Building Thin Client Devices(Microsoft)

* Strategic Window: Derek F. Abell(Journal of Marketing)

Written By: Vinaytosh Mishra

Internet Marketing Company | Internet Marketing :
Toputop.com

Creative Web Design : Dotndot.com

Internet marketing is changing the marketing world, and one of the latest and important trends is using video advertising as part of your online marketing.
So it is an important trend to utilize video search engine optimization (SEO) as well.

Video SEO is a tactical process of increasing the search engine rankings your video. If no. of visits to the video increased this is in turn increases the number of customers to your website, and your Business will increase dramatically.
Combination of SEO with video can leverage your market and increase your website traffic.

Basic approaches to video optimization

• Video Files Metadata Optimization
• Upload Process
• File Names: Clear naming
• Meta Data: Should be keyword rich
• Transcripts: Concept is important
• Inbound / Outbound Linking
• Video Length: Should be short length
• Branding: Company Logo, Website name etc
• Rating
• Tell a Friend
• Social Tagging Options

Tips for video search engine optimization:

• Title, Description and Keyword tags are important
• Anchor text is must
• Use RSS file
• Create a video site map
• Upload, download or embedded should be easy
• Watermark your video with your brand name

Major Players that can support VSEO are

• Youtube.com
• Metacafe.com
• Revver.com
• MySpace Videos
• Vimeo.com
• Dailymotion.com
• Viddler.com
• Yahoo Videos
• Google Videos

Your Video channel should include

Title: It should be your brand or your channel is about

Description

Tags or Keywords

Channel Design: Choose a color similar to your brand look and feel

Brand logo

Layout Properties

Advanced Design Customization: Background image, Logo, Taglines etc

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