GPS 2011 Slide - 1

COMPETITIVE STRATEGIES

APAC Discussion

GPS 2011 Slide - 2

KEY COMPETITOR

Why did we focus on E/ICDL?> Partners voiced increased competition

in Asia, Africa, Middle East and Europe> Adoption of digital literacy varies

between established and developing markets.

> Understanding our competitive advantages, myths, pricing, and marketing options will give more opportunities to compete against competitors

GPS 2011 Slide - 3

SALES TOOL: BATTLE CARD

The E/ICDL competitive battle card includes… Key sales messages Value propositions that explain common

problemsConveys how Certiport solves those problems—with

a much better solution! Positioning strategy section recommends the

best action plan based on situation. Pricing and licensing section reminds us to

compare the entire offering. Recommendations on how to counter common

objections

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ECDL / ICDL COMPETITIVE BATTLECARD

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COMPETE USING MOS

Lead with Microsoft Office Specialist program> Certiport is the sole authorized global

delivery partner for Microsoft Office certifications.

> ICDL’s 7-module certification competes, in terms of domain coverage, with IC³ and MOS.

> If ICDL is pitching 4-module cert. than IC³ is competitive

GPS 2011 Slide - 6

OFFICIAL LETTER FROM MICROSOFT

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COMPETE ON QUALITY

Global standardized delivery• IC³ is delivered exactly the same… everywhere

and for all localizations• E/ICDL is not standardized. Delivery method

at vendor’s discretion – paper & pencil vs. computer-based

Performance-based questions• In some regions, E/ICDL uses a simple point &

click method to test a real-world task• IC³and MOS uses multi-step, full-pathway

methodologies for performance-based questions.• Accurately measures student knowledge of

application

GPS 2011 Slide - 8

STOMP THE MYTHS

> E/ICDL is a Non-For-Profit company? E/ICDL Foundation is a non-profit and

they produce the exam transcripts but do not distribute the exams.

Regional vendors are most often for-profit but position based on the foundation. These vendors develop and sell the exams.

GPS 2011 Slide - 9

STOMP THE MYTHS

>  E/ICDL’s endorsements . . . . Although governments and

organizations may use E/ICDL exams, they endorse the concept of digital and IT literacy; they do not officially endorse E/ICDL

Impose as endorsement by mimicking government icons (ex: European Union).

GPS 2011 Slide - 10

CO-MARKETING WITH CERTIPORT> Fill out a Market Development Fund

Request> Request vouchers for customers

to test try Certiport’s certification products

Examples:

• Localize marketing materials• Promotional campaign• Roadshow/event• Competitions

GPS 2011 Slide - 11

TAKE ACTION

1. Pick up an ECDL / ICDL Competitive Battle card (internal use only)

2. Review with your internal teams3. Reference during discussions with

potential customers4. Provide feedback to Certiport

GPS 2011 Slide - 12

Thank You!Copyright © 2011 Certiport Corporation. All rights reserved. Certiport and the Certiport Logo are trademarks or registered trademarks of Certiport Corporation or its affiliates in the U.S. and other countries.  Other names may be trademarks of their respective owners.

This document is provided for informational purposes only and is not intended as advertising.  All warranties relating to the information in this document, either express or implied, are disclaimed to the maximum extent allowed by law.  The information in this document is subject to change without notice.