![Page 1: María Clara Malori MS OEM Sales & Mktg. Lead · 2011. 10. 19. · 3,246 4,281 5,062 5,475 6,403 262 7,289 379 262 291 287 300 1,431 1,248 1,185 1,481 1,086 987 FY09 FY10 FY11 FY12](https://reader036.vdocumento.com/reader036/viewer/2022081410/609eb758d0935e53e272d353/html5/thumbnails/1.jpg)
María Clara Malori
MS OEM Sales & Mktg. Lead
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Source: OEM taxonomy
OD
R=
OEM
Dis
trib
uti
on
&
Rese
ller
Ch
an
nel
• MNA – OEMs
Multinacionales
MNA
• NA - OEMs Locales NA
• Resellers Alto Volumen Reseller/System
Builders
• Resellers Medianos Reseller/System Builders
• Canal Detalle Breadth Retailers
Dis
tis
Au
tori
zad
os
+ D
isti
s A
socia
do
s
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3,246 4,281
5,062 5,475 6,403
7,289 262
379 262
291
287
300
1,431
1,248 1,185
1,481 1,086
987
FY09 FY10 FY11 FY12 FY13 FY14
Participación de Mercado - Canales OEM
MNA NA ODR
Source: PCMIT – July 2011
7%
12%
10% 76% 4% 20%
Em
barq
ues
![Page 6: María Clara Malori MS OEM Sales & Mktg. Lead · 2011. 10. 19. · 3,246 4,281 5,062 5,475 6,403 262 7,289 379 262 291 287 300 1,431 1,248 1,185 1,481 1,086 987 FY09 FY10 FY11 FY12](https://reader036.vdocumento.com/reader036/viewer/2022081410/609eb758d0935e53e272d353/html5/thumbnails/6.jpg)
Office +22.5%
Windows +5%
Servers +29%
•••
••••
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayoristas
Fabricantes • Generación de Demanda
• Entrenamientos
• Promociones
• Incentivos de Ventas
• Campañas
• Recursos Humanos
Champions
Squads
Promotores
FOS
APOYOS DE MKTG. PARA CANAL OEM
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayorsitas
Fabricantes
INVERSIÓN DE MKTG. EN MNAs y NAs
Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayoristas
JMA, Jumpstart, MDF
Programas mundiales de
para generación de demanda
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayoristas
Fabricantes
Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Fabricantes Coop, Rebates, MDF
Programas mundiales para
generación de demanda,
promociones e incentivos
de ventas
INVERSIÓN DE MKTG. EN MAYORISTAS
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Retailers Retailers
Usuarios Finales
Resellers
Sub
Mayoristas
Mayorsitas
Fabricantes
Usuarios Finales
Resellers
Fabricantes Rebates, MDF
Programas Locales para
generación de demanda y
promociones Mayoristas
INVERSIÓN DE MKTG. EN SUB-MAYORISTAS
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayorsitas
Fabricantes
Usuarios Finales
Resellers
Sub
Mayoristas
Fabricantes Retail 2.0, P@R
Programas para incentivar
la demanda de PCs con
Windows Premium Mayoristas
INVERSIÓN DE MKTG. EN RETAILERS
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayorsitas
Fabricantes
Usuarios Finales
Sub
Mayoristas Retailers
Fabricantes MDF, Rebates
Promociones, rebates e
incentivos a la fuerza de
ventas y entrenamientos Mayoristas
INVERSIÓN DE MKTG. EN RESELLERS
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Usuarios Finales
Resellers
Sub
Mayoristas Retailers
Mayorsitas
Fabricantes
Resellers
Sub
Mayoristas Retailers
Fabricantes Campañas
Publicidad y campañas para
transmitir el valor de la marca y
generación de demanda Mayoristas
INVERSIÓN DE MKTG. EN USUARIO FINAL
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G E N E R AC I O N D E D E M A N DA PA R A P C s CO N W I N D O W S 7
ATL
Oct. 31 – Dic. 23 (87% TV/ 10% Digital/ 3%
SEM)
BTL
Oct. 31 – Ene. 15 (POP and Offers)
Campaña de Publicidad TV
Multi-Producto
Inversión: $3.2M
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6.22 7.09
7.91 8.70
9.42
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
2010 2011 2012 2013 2014
Mil
lon
es
de U
nid
ad
es
Embarques PCs
Fuente: IDC LatinAmerican PC Tracker Forecast 2011Q2
12% YOY
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2.28 2.62
2.97
3.52 3.93
0.70
0.70
0.73
0.81
0.83
0.00
1.00
2.00
3.00
4.00
5.00
6.00
2010 2011 2012 2013 2014
Mil
lio
nes
de U
nid
ad
es
Consumo MiPyME Empresas Medianas/Grandes (250-499) Empresas Grandes (500-999) Grandes Corporativos (1000+) Educación Gobierno
Fuente: IDC LatinAmerican PC Tracker Forecast 2011Q2
69%
17%
15%
YOY
6%
YOY
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62% 65% 71% 72%
38% 35% 29% 28%
FY09 FY10 FY11 FY12
Licencias Genuinas %
Genuine UPC
3,085 3,863 4,631 5,020 1,854
2,045 1,878 1,936
FY09 FY10 FY11 FY12
Licencias Genuinas M
Lics UPC
Source: PCMIT – July 2011
•
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