Web-service promotion of SaaS service for mining design
-
DOIhttp://dx.doi.org/10.21511/im.17(4).2021.05
-
Article InfoVolume 17 2021, Issue #4, pp. 49-61
- Cited by
- 829 Views
-
284 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The market of software for automating the processes of mining enterprises is represented by foreign solutions, which increases the dependence of Kazakhstani enterprises on third-party developers. The marketing strategy for promoting the domestic software product focus on conquering the market segment and increasing competitiveness.
The study aims to develop a marketing strategy for promoting the national cloud service “3D-quarry” as a SaaS, taking into account the modern development of Kazakhstan and the globalization of the world’s economy. When writing the matrix of strategic analysis, an analysis of pricing models was used. The possibility of using various measures to promote the service was assessed. A marketing strategy for promoting software for subsoil use is proposed, including tactics of online and offline marketing. The choice of a pricing model for a SaaS product for specialized universities and small design organizations is substantiated. Within the SaaS framework, a set of indicators for evaluating the effectiveness of a marketing strategy is proposed. A comparative analysis of the payback period of the project when using different tariff plans is carried out. Planning horizon – 3 years, planned market share – 5%, conversion rate – 1%, expected payback period – 4.4 years.
The developed pricing policy allows obtaining competitive advantages in comparison with the main representatives of the software market: in the segment of small design organizations – at the expense of an acceptable price, in the segment of educational institutions – at the expense of the freemium pricing model.
Acknowledgment
The study was carried out within the framework of the grant of the Ministry of Education and Science of the Republic of Kazakhstan on the topic IRN AP09561619 “Development of the core of the web service “3D-quarry”.
- Keywords
-
JEL Classification (Paper profile tab)M31, L86
-
References29
-
Tables9
-
Figures1
-
- Figure 1. Dynamics of net cash flow for different tariff plans
-
- Table 1. Strengths and weaknesses of competing programs
- Table 2. Strategic analysis matrix
- Table 3. Price proposals of typical representatives of mining design software
- Table 4. Online marketing activities to promote the service
- Table 5. Choosing a SaaS product pricing model
- Table 6. Key objectives and performance indicators
- Table 7. Calculation of the payback period of the SaaS-product “3D-quarry” (the cost of an annual subscription is 40,000 tenge)
- Table 8. Calculation of the payback period of the SaaS product “3D-quarry” (the cost of an annual subscription is 50,000 tenge)
- Table 9. Calculation of the payback period of the SaaS product “3D-quarry” (the cost of an annual subscription is 60,000 tenge)
-
- Agency for Strategic planning and reforms of the Republic of Kazakhstan Bureau of National statistics. (2021). Statistics of Innovation.
- AskUsers. (2016). Proektirovanieje ekranov sajta po diagramme Gutenberga [Designing site screens according to the Gutenberg diagram]. (In Russian).
- Brown, N. (2021, June 22). What is SaaS marketing? 12 proven tactics to execute and exactly how to create your own. AccelerateAgency.
- Burdin, V. В. (2015, March 31). Kazahstanskij rynok piratskogo softa ocenili v $136 mln v god [Kazakhstani market of pirated software was estimated at $ 136 million per year].ForbesKz. (In Russian).
- Capterra. (2021). Compare Vulcan with similar products.
- Carlson. (2021). Purchase Products.
- Chari, S., Katsikeas, K. S., Balabanis, G., & Robson, M. J. (2014). Emergent Marketing Strategies and Effectiveness: The Impact of Market Uncertainty and Strategic Feedback Systems. British Management Journal, 25(2), 145-165.
- Dempsey, D., & Kelliher, F. (2018). Revenue Models and Pricing Strategies in the B2B SaaS Market. In Industry Trends in Cloud Computing (pp. 45-82). Palgrave Macmillan.
- Geovia Surpac. (2021). Integrirovannoe Reshenie Dlja Geologii, Modelirovanija Resursov, Planirovanija Gornyh Rabot I Upravlenija Dobychej [Integrated solution for geology, resource simulation, mining planning and production management].(In Russian).
- Gu, Q., Lu, C., Guo, J., & Jing, Sh. (2010). Dynamic management system of ore blending in an open pit mine based on GIS/GPS/GPRS. Mining Science and Technology (China), 20(1), 132-137.
- Hall, S. (2020). B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth. London: Cogan Page.
- Heredia, A., Colomo-Palacios, R., & de Amescua, A. (2015). Software Business Models from a distribution perspective: A Systematic Mapping Study. Journal Procedia Computer Science, 64, 395-402.
- Indiani, N. L. P., & Fahik, G. A. (2020). Conversion of online purchase intention into actual purchase: the moderating role of transaction security and convenience. Business: Theory and Practice, 21(1), 18-29.
- Islami, X., Latkovik, M. T., Draculevski, L., & Popovska, B. M. (2020). Does the differentiation strategy model matter? Determining the effectiveness of an organization using differentiation strategy tools – an empirical analysis. Journal Business: Theory and Practice, 21(1), 158-177.
- Kaplan, R. S., & Norton, D. P. (1996). Using the balanced scorecard as a strategic management system. Harvard Business Review, 75-85.
- KazData Insider. (2021). Baza dannyh vseh organizacij v Kazahstane [Database of all organizations in Kazakhstan]. (In Russian).
- Kolesov A. (2009, August 31). SaaS ili ne SaaS. V chem raznica? [SaaS or not SaaS. What is the difference?]. ItWeek. (In Russian).
- Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.
- Lopez-Lopez, D., & Giusti, G. (2020). Comparing Digital Strategies and Social Media Usage in B2B and B2C Industries in Spain Business to Business Marketing. Journal of Business-to-Business Marketing, 27(2),175-186.
- Micromine. (2021). Kompleksnoe reshenie dlja georazvedki, modelirovanija i 3D-proektirovanija gornyhvy rabot [A comprehensive solution for geological exploration, modeling and 3D design of mine workings]. (In Russian).
- Rockware. (2021). Rockworks.
- Tak, O. S., & Park, S. (2018). Investigating SaaS Providers’ market success based on the Multivariate LGCM Approach. Procedia Computer Science, 139, 227-235.
- Technology Credo. (2021).Stoimost Podpiski [Subscription prices]. (In Russian).
- Tyrvainen, P., & Selin, J. (2011). How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service. In B. Regnell, I. van de Weerd, & O. De Troyer (Eds.), Software Business. ICSOB 2011. Lecture Notes in Business Information Processing, 80. Springer, Berlin, Heidelberg.
- Vagonova, O., Mormul, T., Zakharchenko, Yu., Romaniuk, N., & Kasianenko, L. (2018). Topical problems concerning both methods and economy to develop mineral deposits. Journal Mining of Mineral Deposits, 12(4), 82-89.
- Yurist. (2020). Postanovlenie Pravitelstva Respubliki Kazahstan ot 12 dekabrja 2017 goda № 827 “Ob utverzhdenii Gosudarstvennoj programmy ”Cifrovoj Kazahstan” (s izmenenijami i dopolnenijami po sostojanijuna 01.10.2020) [Decree of the Government of the Republic of Kazakhstan dated December 12, 2017 No. 827 “On approval of the State program“ Digital Kazakhstan ”(with amendments and additions as of 01.10.2020)]. (In Russian).
- Zarubin, M., & Zarubina, V. (2019). Strategiya prodvizheniya oblachnoy sistemy “3D-Karyer” [“3D-quarry” cloud system promotion strategy]. Aktualnye Voprosy Ekonomiki I Upravlenija – Topical Issues Of Economy And Management, 44-48. (In Russian).
- Zarubin, M., Zarubina, V., Fionin, E., Salykov, B., & Salykova, O. (2019). Digital system of quarry management as a SAAS solution: Mineral Deposit Module. Journal Mining of Mineral Deposits, 13(2), 91-102.
- Zarubin, M., Zarubina, V., Jamanbalin, K., Akhmetov, D., Yessenkulova, Zh., & Salimbayeva, R. (2021). Digital Technologies as a Factor in Reducing the Impact of Quarries on the Environment. Environmental and Climate Technologies, 25(1), 436-454.