Expanding market strategies for logon

Abstract

This company project provides an analysis and evaluation of market expansion possibilities of the German company LogOn. The company offers an innovative and intuitive online matching technology originally designed for online recruiting in the field of human resources. Innovation plays an increasingly important role to be competitive in times of globalization, both in small businesses and general economic growth. Current success with the matching technology raises expansion plans into the area digital advertisement, focusing on an increasingly dramatic situation: on one hand digital advertising spend is constantly growing in Western Europe. On the other hand dissatisfaction with digital advertisement, by reason of low quality and clutter is simultaneously increasing. As a matter of fact advertising is getting less effective. Linking the current situation of digital advertising with the concept of Innovation Management, a new challenge and market expansion into digital advertisement appears possible: can LogOn’s online matching technology expands into the field of digital and media advertising in order to create added value? Following the framework of Innovation Process, the idea generation process delivers a concrete product idea. The matching technology is able to intuitively create a profile of a user. It looks at the motivation of information, estimates possible consequences and generates additional information intuitively. The matching technology serves as an intelligent spam filter, which is able to exclude irrelevant content from a user’s mobile or desktop device. The technology offers a better customer experience and increases customer satisfaction. This benefit can be used in the B2C and B2B sector by offering users a more enjoyable advertisement experience and adding value by making advertisement more effective and successful in general. LogOn´s matching technology has three target groups: users, publisher and vendors.