Monday, February 8, 2010

Managers out of the crisis.

Powerful IT-infrastructure in our time has become one of the essential factors of success for any large company. However, the economic crisis has noticeably shifted the emphasis. IT-director, forced to fit into a much curtailed budgets, are betting on the rich capabilities of web-technologies. The corporate sector is actively developing on-line business services and solutions in the spirit of Web 2.0.

Research firm IDC released a survey in which its analysts describe as modern business processes are undergoing significant cultural change in the rapid development of the social web. It is given and an example: in a recent IDC study 57% of employees of various U.S. companies admitted that they often use online social resources to solve problems directly related to their work.

In the IDC survey also says: "If we carefully examine the social improvement of business today, we see that it is now fundamentally changing the way companies interaction with its customers, partners, suppliers and employees. Furthermore, it is worth noting that at present the staff with this terms are divided into three broad groups - those who deny the social component, those who are socialized by chance, and those who do it deliberately. "

As part of the study, experts IDC identified several important trends of the current "online socialization" of business. One of these tendencies - what is today the greatest attention to social vebu give marketers: they are promising, but there is little untapped tool for promoting goods and services. But at the same time, Web 2.0 tools are becoming more active use of top management of major companies. And it is - a phenomenon that has yet to be explored.

But in any case until the "consumer" segment of the Internet business still significantly prevails over the corporate. This is very well illustrated Runet. IContext Agency has estimated that Russia's advertisers in 2009 spent on contextual advertising web 9.61 billion rubles. This is 13% more than in 2008. (True, the 2008-th market has grown many times more - by 61%, to 8.5 billion rubles).

This allocation is very uneven. In January-June 2009-the first market grew by only 5% to 4.1 billion rubles. Cardinal change occurred in the IV quarter. In recent months, sharply intensified, the major customers of contextual advertising - the representatives of small and medium businesses. According to experts iContext, this means that it is Russia's small and medium business first began to recover from the crisis - and incidentally praised the Web as a means of cheap and effective advertising. It is crucial and that in 2009 in Russia greater than in any other country, has increased the number of searches on the Internet. Hence, the number of views of content also significantly increased.

The company comScore, in turn, argues that "Yandex, the largest search engine Runet, in December, the number of search queries grew by 91% - to 1,892 billion, the results are summed up, but right now it could be argued that the returns" Yandex "from contextual advertising is growing faster than from the media.

According LiveInternet, the proportion of "Yandex" in search queries is 45,8%, - 35,7%, - 8,7%, Rambler - 3,6%. According to independent experts, in 2009 the number of clients increased by all players in the online advertising market, while 30% decreased their average budget. Thus, in "Yandex. Direct" number of customers in the past year has grown into a half times.

As the total costs of a media online advertising, then the first nine months of last year, according to the Association of Communications Agencies of Russia (ACAR), they increased by 3% - up to 5,2-5,3 billion rubles.

According to the agency Adwatch / Isobar, in RuNet in 2009, major advertisers were automobile concerns and their dealers. Moreover, in I quarter 2009-first, they were almost the only ones who placed the general media advertising in RuNet. Not a good life, of course - they were required urgently to sell stocks end 2008. That is why the second half of 2009, the first of their activity markedly decreased, although dealers and now provides up to 30% of all media advertising.

But in the last two quarters of last year, its activity in RuNet significantly built up telecommunications companies (primarily mobile operators and broadband providers), as well as sellers of mobile gadgets and laptops.

Finally I can not say a few words about pompously announced tablet Apple iPad. While commentators computer hardware break a lance on the functionality and the promise of this gadget, take a look at its business component. The stock market reacted negatively to the Tablet novelty Apple. With the general decline in the Nasdaq index of 1,91% of shares cost Apple a few days since the presentation iPad, dropped to 4.13% - its price has fallen below the strategic mark of $ 200 per share (up to $ 199.29). But back in the day demonstration iPad trades Nasdaq closed at $ 207.88 for one valuable paper Apple.

Now everything depends on further action by Apple. If "apple company" will be able to provide for the iPad decent flow of media content, the device may be in financial terms no less successful than the iPhone or iPod.

However, I think Steve Jobs knows that does. Newspaper The Wall Street Journal published an interview with head of Apple, in which he stated that e-books for the iPad, sold through an online service iBookstore, will cost an average $ 10 - as in the Amazon. Previously, other sources call price of $ 12.99 and $ 14.99. Do Jobs decided by iPad turn most Americans into a reading nation?

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