Дата публикации: Пятница, Декабрь 22nd, 2006; 23:38. Разделы: Компании и рынки, Аналитика. Вы можете подписаться на ленту комментариев к этой записи: RSS 2.0. Вы можете оставить комментарий к этой записи.
С запуском Вебальты многие начали довольно критично обсуждать одну из их маркетинговых задач — занять 30% рынка к 2008 году.
В принципе, согласен, задача не из легких, учитывая то, что в Рунете уже есть явный лидер — Яндекс, но, думаю, нет ничего невозможного.
Интернет в РУ-сегменте еще по большому счету довольно слабо развит. Довольно мало людей (от общего числа жителей Россиии, Украины и других русскоязычных стран) не имеют не то чтобы постоянного, а даже регулярного доступа к Сети. А, учитывая динамику развития интернета, можно предположить, что русскоязычная интернет-аудитория будет расти (в общем-то для этого лучше было бы провести анализ, проследить динамику и т.п., но у меня под рукой сейчас нет данных, а найти поленился). Рост будет проходить как за счет знакомства все большего числа населения с интернетом, так и за счет роста этого самого населения (я о том, что молодые люди все раньше приходят в интернет и со временем возрастной порог, я думаю, будет уменьшаться).
Ладно, к чему все это я…
В общем, моя мысль сводится к тому, что Вебальте (да, в принципе, любому другому субъекту рынка) достаточно будет захватить умы тех, кто только начинает знакомиться с интернетом.
Почему, думаете, поисковик MSN, несмотря на все свои недостатки, нормально живет, имеет третье место в рейтинге мировых поисковиков, да еще и запускает все новые и новые сервисы? Все просто: MSN Search встроен в Windows. 
А Windows является пока еще наиболее популярной платформой. И вот когда молодой серфер запускает IE, то его сразу посылает на страницу поиска MSN. Google, видя свой пробел в этом направлении, тоже начинает сейчас работу по привлечению новых пользователей: договорился с Mozilla, что Google Search будет встроен в Firefox, что-то там мутит на рынке мобильного поиска и т.п.
Я когда первый раз вышел в интернет, первым моим поисковиком, если я не ошибаюсь, стал Yahoo. Тогда и Google-то, возможно, не было (по крайней мере в роли лидера). Почему Yahoo? Просто мне сказали: заходи на yahoo.com и вводи то, что ты хочешь найти в форме для поиска. И я зашел, и ввел, и работал с Yahoo некоторое время. Но довольно бысто соскочил, т.к. Yahoo был ужасен для русскоязычного поиска. Как шли дела дальше я уже не помню, но суть была в том, что я просто не знал, что такое поисковик, и какие поисковики бывают.
Почему-то мне кажется, что за эти годы (а не так уж много времени прошло по большому счету) не так уж много всего изменилось (в головах потенциальных пользователей). Да, знают, что есть интернет. Знают, что “это интересно”. Но они не знают, что есть Яндекс, который имеет наибольший охват. Они не знают, что Яндекс ищет лучше. И так далее.
Возвращаясь к примеру MSN, вспомню, что в одной из статей о распределении пользователей в мировых поисковых системах, я читал, что какой-то процент людей отождествляют интернет с Internet Explorer-ом, а следовательно — с MSN. Поэтому все что нужно сделать маркетологам Вебальты, — это сделать так, чтобы новый интернет-пользователь знал, что “интернет — это Вебальта“.
Как это сделать, это уже другой вопрос.
Навскидку:
– договориться с интернет-провайдерами, чтобы те как-то в своих настройках редиректили новых пользователей на нужный сайт (как вариант, просто писали УРЛ где-то на бумажках с логином, паролем и телефоном техподдержки, которые обычно выдаются новым клиентам);
– проводить какие-то работы с детьми. Для начала узнать, в каком сейчас возрасте дети начинают выходить в Сеть. Отнять от этого возраста полгода-год и начинать доносить до них нужную информацию;
– офлайновая реклама. Опять же, не для всех (т.к. никаких бюджетов не хватит), а с нужным таргетингом;
– как угодно сделать так, чтобы пользователи, открывая свои браузеры, заходили (попадали) на нужный УРЛ (про возможные методы я умолчу, хоть я думаю, те, кому это нужно, их знают не хуже меня ).
и т.п.
Не знаю, увеличится ли интернет-аудитория к 2008 году на 30%, а если и увеличится, то вряд ли какому-либо из поисковиков удастся захватить их всех, но уж то, что переменивать новых пользователей куда легче, чем тех, кто уже определился с выбором, думаю, сомнений не вызывает, и именно на них нужно делать ставку тем, кто пытается победить лидера.
Комментарии 88 к заметке “Подвинуть Яндекс”
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Декабрь 23rd, 2006; 19:08
а ведь и нет никакой гарантии что Яша в один прекрасный момент рухнет и всё…:)
Декабрь 23rd, 2006; 21:29
Ясное дело, что мои рассуждения скорее более теоретические. Разумеется, если кто-то из игоков на рынке сильно активизируется, то это преведет к незамедлительной реакции конкурентов.
Декабрь 23rd, 2006; 22:00
Igor,
скоро и доменных имён в РУ будет лимон и интернет будет в каждой школе.
Бил Гейтс - не дурак - хочет ставить в этих школах своё программное обеспечение даром. MSN,видимо, тоже станет благодаря этому более популярна в России. Насчёт Вебалты - не знаю, но MSN реально может усилить позиции в Росси в ближайшие 3 года.
Поживём - увидим.:)
Декабрь 24th, 2006; 19:13
MSN в РФ врядли прокатит, про Вебальту молчу - ибо не верю, а вот Google не дремлет.
з.ы. В раскруте поисковика работает не реклама, а собственно качественный поиск.
Декабрь 28th, 2006; 14:11
Можно сделать хороший, отличный поисковик. Но нельзя сделать второй Яндекс - так как ниша занята. И второй Гугл не получается, даже если поиск будет качественнее - народ-то привык.
p.s. Уважаемый автор, не смог найти ваших контактов
хотел вам проанонсировать жж коммьюнити об SMO
http://community.livejournal.com/smo_ru/
Декабрь 28th, 2006; 16:03
Яндексу бы Гугля бояться, у него уже все есть, а у Вебальты нет пока ничего.
Декабрь 28th, 2006; 17:06
sheller,
>>Но нельзя сделать второй Яндекс - так как ниша занята. И второй Гугл не получается, даже если поиск будет качественнее - народ-то привык.
– об этом в ощем-то и была моя заметка. что есть ниша в данном случае? “народ привык”? в том-то и дело, что сейчас все настолько активно развивается, что сама ниша, объем рынка растут огромными темпапи. и да, возможно, захватить лидерство для новой компании будет трудно, но за счет мобильности (а новые компании мобильнее старых бюрократических) можно (и, на мой взгляд, нужно) работать с умами новых “клиентов”.
>>p.s. Уважаемый автор, не смог найти ваших контактов
хотел вам проанонсировать жж коммьюнити об SMO
http://community.livejournal.com/smo_ru/
– большое спасибо. с интересом почитаю.
Декабрь 28th, 2006; 17:08
>>Яндексу бы Гугля бояться, у него уже все есть, а у Вебальты нет пока ничегою
в принципе, согласен. Гугл для Яндекса куда более серъезный соперник, нежели Вебальта. тут, пожалуй, моя вина именно в том, что я в самом начале заметки начал приводить примеры с Вебальтой. Я просто начал писать эту заметку сразу после прочтения недавнего интервью с Алексеем Гурешовым на SEOnews.ru. А вообще ее (заметки) суть чуть более абстрактная.
Декабрь 28th, 2006; 17:41
Igor, интервью ни о чем, планы ясны, пути реализации не раскрываются. Я бы посоветовал читать интервью и заметки тех кто уже что-то добился, а не тех кто только собирается.
Хотя кто знает может Вебальта хоть как то и вырулит.
Декабрь 29th, 2006; 16:06
Имхо все-таки новички первым делом лезут в Раму - ибо там и телевидье и Пиар поактивнее…
Хотя тож удачи Вебальте )
Октябрь 9th, 2007; 16:01
Гугл конечно же первый соперник Яндексу. Только когда ж наконец этот соперник проснеться…..
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Февраль 3rd, 2012; 5:08
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Февраль 4th, 2012; 4:24
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Февраль 4th, 2012; 8:22
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Февраль 4th, 2012; 12:10
Thanks for expressing your ideas. I’d personally also like to say that video games have been ever before evolving. Technology advances and improvements have helped create realistic and enjoyable games. These kinds of entertainment video games were not that sensible when the real concept was being experimented with. Just like other kinds of know-how, video games also have had to develop as a result of many many years. This itself is testimony towards fast continuing development of video games.
Февраль 4th, 2012; 17:46
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Февраль 5th, 2012; 1:31
I’ve observed that in the world the present day, video games are the latest popularity with kids of all ages. Periodically it may be unattainable to drag your kids away from the activities. If you want the best of both worlds, there are several educational video games for kids. Interesting post.
Февраль 5th, 2012; 5:51
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Февраль 5th, 2012; 8:04
Thanks for sharing your ideas. I would also like to express that video games have been ever before evolving. Modern technology and revolutions have served create realistic and active games. These kinds of entertainment video games were not actually sensible when the real concept was being used. Just like other areas of technologies, video games too have had to develop via many years. This itself is testimony to the fast development of video games.
Февраль 5th, 2012; 22:34
I have realized some essential things through your website post. One other subject I would like to mention is that there are lots of games that you can buy which are designed specifically for preschool age kids. They involve pattern recognition, colors, pets, and designs. These normally focus on familiarization in lieu of memorization. This keeps a child occupied without having a sensation like they are studying. Thanks