Cisco’s annual partner marketing conference, Partner Velocity, wrapped up in Las Vegas last week. Two hundred and thirty-five partners from 24 countries were in attendance to witness Cisco’s recently appointed VP of global partner marketing, Amanda Jobbins, sing her heart out during the closing ceremony. I can confidently confirm that she passed her trial by fire with flying colors and her future at Cisco (or Glee, if she decides to pursue that path) is fully secured.
I had the pleasure to sit down with approximately 15 partners over the course of the three-day event. Here’s what the event looked like throughthe lens of partners’ marketing professionals:
“As a member of a tiny marketing team, I have a lot of responsibility and very little support. Velocity helps bring me up to speed on the latest-and-greatest marketing trends and best practices.”
“The marketing experts that speak at Velocity are top-notch. The only thing more valuable is the peer-to-peer network that the event cultivates. Cisco sure knows how to bring the marketing community together.”
“I’d like to see Cisco create marketing education-for-dummies and align it more specifically to my business.”
In their Asia Pacific Tech Market Outlook For 2012 report, Andrew Bartels and Frederic Giron show that government and business IT spending in the emerging markets of Asia (including China, India, and the ASEAN countries) will reach US$180 billion in 2012, growing by roughly 13% over 2011. While emerging Asia’s IT spending is surging this year, economic obligations in the developed markets of North America, Europe, and Japan will ensure continued austerity — and limited IT spending growth. In other words, emerging Asia is clearly a lucrative region of opportunities for US, European, Japanese, and South Korean vendors looking for new sources of growth to offset lower business prospects in their home markets.
Asia is a region of highly disparate countries, with regulatory complexity, cultural differences, and a limited pool of skilled resources. These barriers to entry and expansion will compel vendors to look beyond organic growth, which is simply too time-intensive. Instead, mergers and acquisitions (M&A) of local/regional incumbents with local know-how, skills, and client relationships will increasingly be a strategic imperative for vendors targeting emerging Asia. I’ve highlighted some examples from the Indian market below, but I foresee similar trends in the overall ICT sector throughout emerging Asia: