21,22 MCV549_final:Layout 1
3/8/09
10:40
Page 2
22 MCV 07/08/09
WWW.MCVUK.COM
SOFTWARE FOCUS: BACK TO SCHOOL [COMPANY SPOTLIGHT] THE STATIONARY OFFICE DRIVING SOFTWARE specialists ensure they have official publications “2009/2010 will see the The Stationary Office are a prime to revise from.” advancement and development of The example that products directly related However, the company is working Stationary Office publications to ensure to schoolwork aren’t the only hard to ensure all of its products are customers receive good value for educational titles that see a boost at up-to-date for the new academic year. money, easy-to-use software, in the this time of year. While September TSO’s long-running partnership with format they demand. Progressing and may mark the nation’s return to the Driving Standards Agency is a developing products with the learner school, it also holds significance for great advantage and guarantees that in mind is paramount to TSO and those learning to drive. DSA’s marketing ethos and “This period in the academic long-term strategy.” “Progressing products with the year is paramount for DSA It’s a tried and tested learner in mind is paramount to TSO business publications,” says marketing model, and one and DSA’s marketing ethos and executive Laura Searle. TSO won’t be abandoning long-term strategy.” “September is always the any time soon. Searle implementation date for highlights the company’s changes to motorcycle and car theory the publisher can continue to release faith in this niche market it currently tests – in previous years it has been relevant products to retail. dominates, and assures retailers the when new question banks have taken “Presently DSA are in the process of Official DSA range will be going strong effect. making changes to the way that we for many years to come. “For 2009, September is the month learn to drive,” says Searle. “These “Our product development process is when the new case study-style changes to driving tests means lots of essential to refresh the range, to ensure multiple choice questions are scope for new products and formats for that DSA products are functionally introduced for car drivers and official DSA software going forward. superior to competitor products and to motorcyclists. This shift affects all Driving products will always have deliver DSA information in formats that learners and is even more reason why huge potential in the marketplace and are demanded by new learners, as well learners who are returning to school to learners are constantly seeking a as experienced drivers and riders,” begin their driving lessons need to pass mark. she adds.
“As new customers enter the market all the time, they take to the roads and, year-on-year, demand more technologically advanced product offerings. These learners are more technologically savvy and find new formats which they want to use for all areas of learning, which provides exciting product development opportunities for DSA and TSO.” The evergreen nature of driving theory software means that TSO’s Official DSA series sells well throughout the year, but the Back To School season is still important to its success. As a result, the publisher continues to promote its work as September arrives. TSO: 01603 696876
Laura Searle Marketing Executive The Stationary Office
[COMPANY SPOTLIGHT] FOCUS MULTIMEDIA FOCUS MULTIMEDIA is renowned names over the years by constantly exceptional value for money, for its budget, casual and value keeping its educational titles up-tocontaining three separate libraries software titles, but the company is also date. which are tailored for school children, one of the leading publishers for “We are able to offer retailers wellstudents and adults. It’s a trusted educational software. Of course, as known and trusted educational brands, resource for homework, school strong as its reputation is, the company and advise them wherever possible to projects, fact-finding and essays.” is still keen to raise awareness of its cater for the different age ranges,” says As with its other, more gamerreference range during the optimum Hughes. “Our educational range centric offerings, Focus Multimedia has trading seasons. concentrated its educational “Back To School and Easter range primarily on PC. “We’re able to offer retailers are the key promotional periods Reference and selftrusted educational brands, and for educational software and we improvement software that is advise them wherever possible to are always keen to run sales relevant to those in school cater for the different age ranges.” are appearing with promotions around these times,” says PR and marketing increasingly frequency on manager Grant Hughes. “Many of our includes two consumer brands that consoles and handhelds. However, retail partners find that our educational have recently been classed as Hughes maintains that the home software fits in well with their existing ‘Superbrands’, valued for their quality, computer is the ideal platform for Back To School promotions.” reliability and distinction. these titles. A crucial factor in Focus’ success “Firstly, we have Jump Ahead, an “Every child uses a computer at with this genre is the familiar brands evergreen, impulse price range of early school and the PC is still the most the company has created. As well as learning products. We also have popular learning and revision tool in using well-known licences from other Encyclopaedia Britannica, a premium the home,” he explains. reference sources to draw in product which provides the retailer “For example, Driving Test Success consumers, the publisher has built on with good margin. At £39.99, All Tests on PC which, despite its own IP to establish recognisable Britannica 2009 Ultimate Edition is increased competition on Nintendo
DS, remains the UK’s best-selling driving test software across all formats, outselling most PC games week in, week out. “To stay at the top All Tests has continued to evolve and innovate over time. The latest version lets consumers practise for their theory test just about anywhere, on their iPod or mobile phone, as well as their PC or laptop.” As a veteran of this market, Focus stands well to rack up impressive sales as schools open once more. Far from being complacent, the company is working to not only improve the performance of its educational titles but also seize any opportunities presented to its casual ranges. Focus: 01889 5701156
Grant Hughes PR and Marketing Manager, Focus Multimedia