New Cloud Technologies (MyOffice) is a newcomer for conservative market with long-term rules and hegemon competitor. Introducing the product the company participated in public tenders which draws various audiences’ attention including general public. Classical B2B promotion was insufficient, there needed more flexible approaches to communication strategy with an option of community interaction commencement. Key promotion challenge was a failure to demonstrate developments to wide audience due to B2B-customers centricity, distributors’ commitment needed. The task of brand positive image creation had to be solved before and after entering the market as the company couldn’t do a direct demonstration of the products.

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