The upcoming Austrade Microsoft mission, ‘Environment, Technology and Entrepreneurship’ will afford Australian firms a unique opportunity to showcase their technology solutions and better understand channels to market in the US. The program offers the unique opportunity to access US Microsoft executives in an intimate setting that promotes open dialogue and frank discussions. The information gained will include early insight into Microsoft product development, first mover advantage in positioning in the US market, future technology trends and the technology platforms required to meet the growing needs of environmental and utilities industries.

Participant feedback from the past two industry focused missions indicated that the insight they received during the mission has materially impacted their business models. The industry leaders and companies they met during informal networking receptions provided data only accessible ‘on the ground’ in the US:  better understanding of how the US market operates, who the players are, industry leaders, information about distribution alternatives into the market, and most importantly, identifying potential US partners.

“Best thing we ever did was to participate in the Austrade Microsoft mission.  The insight and contacts we gained during those few days in Redmond have changed the course of our business. We are generating business opportunities we never imagined possible with a myriad of companies utilizing our services.  We are also on Microsoft’s radar because of the business we generated using their products.”   Brett Spencer, CEO, Stargate Group

Austrade and Microsoft are seeking leading edge Australian technologies that address some of the greatest challenges facing our planet. A video from Austrade’s Seattle based market specialist Tara Van Vleet considers how Australian IT companies can best benefit from Microsoft opportunities. Take a look.

Please join us and make a difference!

Agency.com is one of the local companies – along with Digitas, OgilvyOne World Wide, OMD and WPP Digital – that will meet with a delegation of Australian digital media companies that we are organising with AIMIA for March 2009.

“Moving clients and brands from message management to deep customer experiences and engagements are key in digital marketing in 2009 and beyond,” says Geoff:

• International fulfilment: A weak US dollar compared to the Euro over last couple of years makes US eCommerce goods relatively inexpensive to foreign markets. 
• Made-to-order merchandising: Customisation enables retailers to expand their range and improve margins.
• Multi-channel interactions: Standalone web silos will be history. Building the brand experience at all touch points is vital. Companies such as Wal-Mart and Best Buy have widely expanded site-to-store programs that encourage customers to shop across channels and incentivise store associates to promote that behaviour.
• Community managers: The role is gaining prominence in companies.
• Micromedia: The adoption of Twitter, Powce, Jaiku, Utterz and other micro-blogging and micro-media tools will increase, giving users the opportunity to share short sentences or audio clips with trusted friends.
• Online video: Forrester predicts growth of some 20% in 2009.
• Widgets, mobile, and game marketing: With under 30% marketer penetration, these tools are just starting to gain momentum.
• Social media: Podcasts, user-generated content and social networks have twice the percentage of adoption they had in 2007 and show no sign of slowing down.
• Mobile marketing: Australia has been using 3G technology phones for a number of years but 3G was only launched here in early 2008, so Australians have over three years of expertise in understanding what works and what doesn’t. This presents some great opportunities for Australian companies in this space.

What is driving demand from US companies?

Geoff advises Australian digital media technology companies pitching in the US to focus their value proposition on:

1. Reducing customer acquisition costs
2. Increasing retention cycles
3. Better matching content and inventory to customers
4. Moving more customers to preference and advocacy.

Useful links on NY digital media

• contentinople.com
• nyconvergence.com
• productionhub.com

For more information on Austrade and AIMIA’s Digital Media Technology Mission to New York 9-13 March 2009, visit www.austrade.gov.au/NYDMM09. Apply before Friday 28 February 2008.

Simon Hill is Austrade’s Business Development Manager based in New York.

The study ranks the IT industry competitiveness of 66 countries based on 6 factors – business environment; IT infrastructure; human capital; legal environment; R&D environment; and support for IT industry development.

Australia ranked seventh overall, down from fifth in 2007, and the second most competitive location in the Asia Pacific after Taiwan.

Australia has a relatively high density of market (9th highest IT spend per capita) and interestingly, strong broadband penetration of the population at 33% compared to UK at 25%, US at 23% and Singapore at 20%.

We are rated second only behind the US for “legal foundations for technology development”. Australia received high marks for the ‘comprehensiveness and transparency’ of our IP legislation and relatively strong enforcement of IP rights.

We are recognised for joining the ranks of countries that have ratified World Intellectual Property Organisation (WIPO) Copyright Treaty (WCT) and WIPO Performances and Phonograms Treaty (WPPT) in 2007, “two key international agreements which standardise protection of digital activity across countries and are important differentiators in a country’s level of IP protection in the digital age”.

Here’s how we ranked across each factor, compared against the 65 other countries:

• Seventh on overall business environment for IT
• Eighth on IT infrastructure
• Sixth for developing talent for the IT industry
• Second for the legal environment
• Twentieth for the R&D environment
• Sixth in providing support for IT industry development

Does this agree with your experience when doing business in Australia, compared to other IT markets overseas?

And

Do you have any comments regarding the specific factors?

Read the full study here