Pres 2014 Flashcards
The Main Story
The winds of the future
Life is harsh, but it is illuminated by the light of eternity. SalvadorDali.
Today I am going to tell you about elephants, about the main ideology, sustainability and eternity
The main trend
The big family is aiming to grow
We have just seen the representatives of the local offices, before that we had seen different presentations of our top management – HQ.
I have been working for KL for 6 years, it is not so long, but the company has grown during these years and we can see more and more victories from the LO.
Development: the main forсe and the other side of the coin
The leading force – is the knowledge of the local mentality and relationships
The other side is the connection with HQ is not so strong
If answer shortly to the question: “why people in the LO are so successful”, the answer is easy: “The local people have a deep knowledge of the local mentality, they have good relationships with partners, customers, etc. within their own country, they know all the specialities and peculiarities of their market.” This is the key of their power. It is more difficult to say what is the other side of the coin.
The success within the company comes due to its leader. If the leader (HQ) is far always it effects the connection within the whole company, its divisions, offices and branches. The closer the leader - the better this connection is. The understanding of the concept of the company, its aims and goals is better underlined there where the Leader is.
It’s good to remember company traditions, «the concept of Kaspersky»
The key question
How to get inspired for the greatest goals in everyday work?
Why do we need to remember our traditions? For inspiration!
The answer
To rememberthe ideology of the company
We can easily forget where we are going while doing day to day work, hard work.
Having no goal there is nothing to aim for.
Kaspersky’s space
Balance:
Skills – Human Involvement – Prediction
From my point of view, the most essential part is the main ideology of the company which can inspire you all the time and make the impossible – possible. For me the most essential part in KL is the “space” of Kaspersky. It is a sort of a triangle.
First angle is the skills. We can see it in many things, the most obvious – the best, recognized worldwide quality of our product detection rate.
Second, involvement of élite – people who are around Kaspersky. We can judge about the Leader by looking at people around him. And people in the company are concerned and unique. So people who don’t have this approach leave the scene.
The last but not least angle – is prediction. I have read one of the books about Eugene, where it was described how EK was choosing the University. Eugene went to some Universities which he had chosen before, he communicated with students, tired to understand which environment would organize him and which would make him feel relaxed. He made a very strategic decision, and not an easy one at all. I don’t have any acquaintances who acted like Eugene. When I think about Kaspersky ability to predict and make a right choice, I remember him banning the IPO, the chosen direction to protect the technical side of industrial systems and his many other important decisions.
The strategy within the strategy
Big strategy: innovations for the Future
Small strategy: the sense of the right moment
Ok! Now we know what the main ideology is and what the Kaspersky space is according to my opinion.
So…
This knowledge helps us in Russian office both in a short term strategy and in a long-term strategy.
Long-term strategy – is not try to win your competitors, but allow them to lose. This can be said about the quality of a the product which speaks for itself. This means that the main goal is not only to make money (but it is important without doubt) , but also to save the world!
And I am going to tell you how the long-term strategy helps the short-term strategy. I will show it on the example of a Russian successful story with Vimpelcom.
Record of Vimpelcom
The number of subscribers – 215 bln.
The world leader in roaming: 213 countries, 575 operators.
2005-2008: the most expensive and successful brand in Russia.
2010: took the 205th place in Top 500 global brands.
Revenue in 2013 - RUB 75,4bln. ($2,3bln.);
30 000 PC-s
Used Symantec for endpoints until 2013
Beeline is the world leader by the number of countries covered with roaming.
According to Interbrand from 2005 until 2008 Beeline was the most expensive and successful brand in Russia.
According to The BrandFinance Beeline is on 205th place in top 500 global brands.
Beelines’s revenue in 2013 was 2.3 bln.
The company has 30 000 employees and the same number of endpoints, where Symantec was used until 2013.
The strategy for Vimpelcom
Strategy: to say “no” and to be next to the customer
We have known with the customer for about 10 years. They have been using Kaspersky for XSP for some years. When we asked what we could do to be at the endpoints, the customer’s answer was simple: “It is possible. Symantec for endpoints costs $100K and we don’t have any problems with it.There is only one way to change Symantec – to make the price lower.”
Kaspersky endpoints can’t be sold for 3$ per 1 licence.
Thus, we refused to sell endpoints for this price for some years, but we always were close to the customer and told that we were ready to help in any difficult situation. And such situation arose/came along about a year ago. Symantec didn’t recognize a virus (a modification of Trojan-Dropper) and the company couldn’t help the customer during a weak. During a weak, 30 people from Vimpelcomcouldn’t use the Internet. Symanetc has sent some updates but it didn’t help, a virus specialist from Europe had to come to Moscow and solve the problem but unfortunattely he didn’t get the visa etc. The last drawn line was that Symantech wrote an official letter to the head of Vimpelcom that their solution was perfect, but the Vimpelcom stuff was not that qualified in their job. No comments J
By the way, we caught that Trojan the same day it appeared.
As a result, Vimpelcom decided to change the antivirus for endpoints. We participated in the tender. The main parameters were vendor’s reliability, speed of reaction to incidents, one of the best detection rates among the competitors. One of our competitors in this tender was McAfee. But our price was more expensive. Vimpelcom has a very big department which is responsible for the purchase of any IT goods and their KPI is to buy these IT goods at the lowest price. We had a set of negotiations (about 10 meetings) with different people managers in that department and we didn’t drop the price.
Trophies
5 years agreement
KES Advanced 30 000 lic. + Kaspersky Security for xSP
Revenue $0,6M
(Symantec AV revenue - $0,1M)
As consequence we won. The main argument was that it was not a matter of money, it was our wish to provide them with qualified service. In order to provide a customer with the best service we need to make an effort and use our human and technical resources at their best and “best” can never be cheap.
Thus our price for AV is 6 times higher then Symantec’s price.
Future with Vimpelcom
KSV
Strategic relationships: AV and KDP for Vimpelcom customers
Vimpelcom shares its experience with Symantec
Our next steps are surely protection of virtual desktops and servers. Also we are thinking about collaboration and offering our solutions to Vimpelcom customers. And an additional positive effect is that we can use this case with Vimpelcom as an example to other Symantec customers.
Epilogue
What’s needed for the greatest aims?
The mind of a mathematician
The discipline of an officer
The imagination of a poet
At the end of my presentation I would like to share with you the words of one wise man.
Does anyone with this approach come to your mind? As for me, it is Kaspersky.
Therefore, it is important to remember about our main ideology and eternity.
