The commercialization of the proposed innovation will take place first through the existing services if it is complementary to them. Also, the services will be available not only in Greece but also in the countries where the services of the palo. [Gr, cy, ro, rs, bg, tr] and PALOPro websites are currently offered.

The service promotion plan in the various markets is of strategic importance for attracting new customers. The partnership has already been active in the markets of news-related applications in 6 countries, while the

Its efforts to produce innovative products will help it escape the narrow confines of SEA Europe but also promote its exports to new major countries – markets in Western and Central Europe.

The design and shaping of the marketing & promotion strategy of the solution will take into account the following:

      ● Collection and analysis of information from the external environment (Competition & market) will be identified:

• The strengths & weaknesses,
•   Opportunities & threats from the external environment,

      ● Drawing conclusions about the key factors for the success of the Marketing strategy,

• Defining the goals of the partnership based on the information that will be gathered & the conclusions that will have been drawn from the analysis.
• Features that will allow successful market penetration

The business model on which the penetration of new markets is based, mainly includes the sale of subscription services through the platform. The relevant revenue will result from:

• Direct online sales to the final customer or to an intermediary partner (advertising & public relations companies),

• Sales, through strategic partnerships with partners in local international markets.

The main lever for the expansion of the service will be the existing, established position of the companies in the markets of interest. For example, the Palo.gr website, since 2009 has developed into a powerful news search engine that offers a personalized real-time news reading experience while Palo News Digest is the first mobile application that presents the top ten daily news in summary. It is currently available in 6 countries, Greece, Cyprus, Serbia, Romania, Turkey and Bulgaria. At the same time, the PALOpro subscription service already has a significant market share in the field of online advertising, with a wide network of customers from all customer categories developed above: National Bank, Eurobank, Alpha Bank, Piraeus Bank, OTE, Cosmote, Vodafone, Wind, Forthnet, OPAP, as well as advertising agencies and media shops such as: Bold Ogilvy, Tempo (DDB Group), Mindshare, Direct Media, Httpool, Delema, DDB Cyprus, Ledra. The existing customers of the service, with whom a long-term relationship of trust and cooperation has been built, will be its first potential customers and its “ambassadors” in the wider market.

The clients that the project targets, in Greece, have been classified in 9 categories, depending on the physical object of activity and the size. Table 1 below presents the categorization of customers, the number of companies in each category as well as the names of customers in the categories where this is possible.

Table 1. Target customer categorization