Market position Marco Taddei EMEA Sales Market position

Market position Marco Taddei EMEA Sales

Market position Ø 2009 has been a difficult year because of the economy crisis that has affected also the broadcast market Ø In this difficult scenario, Etere has confirmed that is a solid and dynamic Company, without debts or financial problems and unlike most other companies continue to recruit employee Ø Etere software sales in 2009 increased by 8% and all this also thanks to: n n a wide range of software solutions to cover the different needs of broadcasters and media companies due to the fact that we operate worldwide a continuous products innovation (we have invested 7% more than 2008) a corporate structure lean and flexible (we are big as software house but a “small” company compared to other company of the broadcast market)

Market position § the company vision according to which we have developed the core of Etere system that now give us the flexibility to meet the fast growing market demands Ø The 4 products that have pushed the positive trend of Etere in 2009: n n MAM Media Asset Management Air Sales Tapeless reception (file-based ingest and NLE integration) Automation

Not only TV Automation Ø Etere is known and presented by almost all the partners only as TV Automation provider Ø This approach is wrong and use this “label” today is risky because: n n Automation is just a small piece of the pie and the less remunerative compared to the other MAM, Air-Time sales and BMS are the most requested solutions and the ones where competition is less and the profits higher. So should be better to focus your efforts on these projects using TV Automation as a leverage to be able to enter at the customer and then expand the system Ø Software and services are the core of every system (not the boxes) and the only thing than can really do the difference. Etere workflow based applications allow to control the hardware in the best way to match customer goals reducing cost and increasing productivity

New technology. . years later Ø today happen often to read newsletters or hear competitors talk about: n n n Distributed Architecture Tapeless Workfkow MAM Media management Centralized dbase Ø …. and they use these topics as flagship of their new revolutionary technology……. Ø but Etere in some cases has invented those solutions that are delivered with Etere systems from more than 15 years Ø that’s another confirmation of the goodness of Etere vision and its role of pioneer in high technology software solutions

Is not easy to explain technology Ø your role is to sell systems, not single components, it's crucial you explain to customer that exist new and technologically advanced solutions to go from A to B using a more easy and profitable approach, alternative to the one he knows or someone told him Ø sometimes is very difficult explaining and transfer the know-how to a customer in an easy way, but if we don't do this, we will loose for sure because customers will continue to write the RFP’s according to the suggestions and the specifications recommended by the competitors, and we will be cut off Ø From our side we started investing to: n n n give you new “weapons” to compete and be successful intensify on-site visit to keep you and customers updated create a new web site, complete and easy to consult that

Is not easy to explain technology n n represents a big repository of information about Etere that you can easily find and print at different levels (public and confidential documents for potential customers, users, distributors and partners) send press releases by e-mail on weekly basis to inform you about new Etere features and products, new business opportunities and relevant installations worldwide where it‘s described how Etere helps customers to achieve their goals Ø …. but we know this is not enough without your consistent and active help. For example suggesting what's missing in terms of marketing material and actions to be taken (prepare new slides and documents to explain in an easy and comprehensive manner a solution or a specific module) or complementing the existing documents, providing new information about competitors to have an updated comparison chart. . .

Competitors Ø Pebble beach Ø Dalet Ø Omnibus i. TX Ø VSN Ø Dayang Ø Playbox Ø Comparison is frequently done only on price basis and not on the features, services offered, expansion capability. This is the biggest mistake we can do because without explaining to customers the advantages of using Etere solution, its flexibility and its expandability in the best of the case we sell something (maybe thanks to a large discount) in the worst we are out

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