  
  

  

  

  

  

  


  -.   ,     ,       .     best practice -    Ingate  Virgin Connect.     -,    -  digital, ,    ,       .









  ,  Ingate  Virgin Connect. Ingate  digital marketing integrator. Virgin Connect   .   ,          .         .

Ingate    2000 .     .       ,  ,       .         .  ,   .

      .   ,      ,    . ,       .             CRM   .      ,  ,    ,  .      ,    .  . , , ,   ,   . ?   ,  ,    ,   . ,     ,    .     ,     .

       Virgin Connect    VirginGroup .        ,     .       2008 .       ,            .         .   Virgin            .      ,         .     , ,    ,     .         .      ,  ,     ,       ,    .

 !




 1.    :    



      ,     ,   ,      .

 

    : - ,     .       . ,    ,  : ,  ,   , ,        .  .     .    .

      digital      .   ,  Google Microsoft,    .








Marketing Technology Landscape.   -    2018 

  ,                 . ,  ,           . ,   ,  -  (  )  40%.     .    ,   ,  ,   ,       頖  .     ,  .     ,     ? ,      .   , 堖  .  .      ,  .




CASE:     Wi-Fi-


       .    , -.        .     :       .

      ,       Wi-Fi- Virgin Connect.

 Wi-Fi-     ( Wi-Fi)  - , .     Wi-Fi-  .

       ( ),   ,  .      ,        32000          4,2%.

        ( 1015 ).     3% .    -  ,       Wi-Fi-.

   .       ,      ,  ,     1012 .      VIP-,    .        .

  :

   ;

    30%;

      10%.

  :         .     .        -   . Nokia, Blackberry       ,       , , ࠖ    ,  . Nokia       ,     ,    .         Google  Apple.

   ,     .      ,    .        ,     .       .




CASE: Digital-


    Netflix    digital-,    10 .  ,       .

Netflix     DVD.   ,          ,  -. ? ,   Netflix  -    .

 ,    Virgin Connect:

 ,        ,       . , , 90%    .       ,        : Ӡ  ,      [1 - Everybody has a plan until they get punched in the mouth.]. ,       , , ࠖ   .        Netflix, ,     ,         - .




1.1.       



        - .  ,     :    .   :   ,   ,  ,    .

     .     ,     .        .        : ,     .








    ,     .      .      ,    .     15      ERP (Enterprise Resource Planning)  CRM- (Customer Relationships Management).           1980-   1990-.  CRM       .         .

      -         , ,   ,  .   digital-,          ,         ,   ,                .

    IT- IBM, Oracle, , Salesforce, Adobe        .

         .       .      ,     , 堖 .        .      .  ,  ,      .

    ,      .      .

 ,    Virgin Connect:

            ,    -      ,    ,      .

   Airbnb, Instagram, Uber, YouTube, LinkedIn,  ,              .         .

           : ,      .      ,   ,   ,       ,     .    ,        (    IT, -). ,    Virgin Connect     Lean Startup[2 - Lean Startup    ,   ,        .  Lean Startup       -.           .            , ,    ,         .].              ,      .     .        ,  Rocket14 (   -  14),     - (),    ().




  .


   .

   ,     (https://www.litres.ru/aleksandr-leonidovich-letov/bystryy-ili-bednyy/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Everybody has a plan until they get punched in the mouth.




2


Lean Startup    ,   ,        .  Lean Startup       -.           .            , ,    ,         .


