HOW TO PREPARE A GO-TO-MARKET TRAJECTORY FOR A NEW SOLUTION: THE CASE OF CLICKSHARE

Break out 3 Cross functional track 16:15 – 17:00

Romeo Baertsoen, VP strategic marketing of the Corporate AV division of Barco

Benny Van Calster, Partner at Minds&More

Barco from the past

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Barco

We lead by innovation

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Image processing

Display technology

Projection technology

Collaboration connectivity

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50% Entertainment

Company structure

* Based on sales 2015

21% Healthcare

29% Enterprise

About Barco

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90+ Countries

3,361 Employees

+1 billion €

Sales for 5 consecutive years

• HQ Belgium • NYSE Euronext

Brussels (BAR) • Member TECH-40

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Americas

» Brazil

» Canada

» Colombia

» Mexico

» United States

Asia Pacific

» Australia » India » Japan » Malaysia » Singapore » South Korea

» Taiwan

Europe & Middle East

» Belgium » France » Germany » Italy » Netherlands » Norway » Poland » Russia » Saudi Arabia » Spain » Sweden » Turkey » United Arab Emirates » United Kingdom

Greater China

» China » Hong Kong

» Belgium » Canada (X2O) » China » France » Germany » India » Italy » South Korea (Advan) » Norway » Taiwan (Awind) » United States

Sites

R&D and/or manufacturing facilities

Geographical breakdown of sales 2015

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THE AMERICAS

EMEA

APAC

37%

33%

30%

Moving Forward Clickshare, establishing a new product category

Explorers meet design

TECHNICAL “BAR”

ORGANIC “LOTUS”

BALLZ “8 BALLS”

SCULPTURES “AMARILLO”

2 main design lines are chooses

BUSINESS DESIGN

Safe Option

Generally accepted

ORGANIC DESIGN

Emotionally appealing

Extreme opinions

Designs get merged

Separate, robust, moulded cable

(integrated cable strain relief)

Metal Bottom Housing:

•Cooling interface

•Weight

•Enhanced perception of Quality

Common rectangular pcb

LightGuide all-round visible

Separate button

(free choise of material/finish)

Rubber footrest:

•Anti-slip

•Noise dampening

•Protection for stacking in Tray

Appealing Top Housing material finish

Design gets finalized

Clickshare 1.0 is born

A new member joins the family

The Clickshare ‘mini’

Moving Forward Clickshare, building a channel

Great products deserve a great channel

Routes to Market

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Tier 2 Model

BARCO

End User

Distributor

SI / Reseller

Agent

Distributor

SI / Reseller

Direct SI /

Reseller

Barco Capital

Consultants

Reseller

SI

Standard Minority

Go-to-market: Tier 2 model

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EMEA 38 distri

North Americ

a 6 distri

APAC 4 distri

China 8

distri

Latam 6 distri

From 0 distributors in 2012 to >60 distributors in 2016 and growing

PLC as driving the channel development

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GTM different according to stage in PLC

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Moving Forward Clickshare, creating a brand

Changing Marketing Approaches

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“Smarter Together”

Partnering with industry leaders

© Barco ClickShare 2015

New Identity

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

© Barco ClickShare 2015

“By reinventing it's marketing campaign Barco earns the spot they deserve as a leader in collaboration.”

Wouter Dierinck

Business Unit Manager TD Maverick

Minds&More

Supported us along the way

Phase 1: Initial Marketing Support

Phase 2: Channel Marketing

Phase 3: Expansion

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Room Herten Aas Room Auditorium Room Alcazar