Recommendations for Launching a “Telephone Robot” to B2B Market in Russia

The global trend towards workflow automation provokes the emergence of new business technologies. In recent years, the demand for voice technologies and their production volumes have been growing worldwide. In Russia voice technology market has just started to form. This market is a subject of interest for scientific study because there is lack of data.. Voice technologies that automate communications with clients of particular interest. More and more Russian companies in competition for their clients are trying to improve customer experience. Such voice technologies include phone robots. Phone robots are a combination of electronic algorithms that allow enterprises to automate voice communications with customers. In particular, this study is relevant for an existing company IMira - the manufacturer of the telephone robot. The aim of thesis paper is to develop recommendations for “phone robot” launch on B2B market in Russia In order to achieve this goal, the author set the following tasks: 1. Study the essence and stages of product launch on market. 2.Examine strategic management and marketing tools.. 3. Study the features and key performance indicators of IMira business processes. 4. Analyze B2B voice technology market in Russia and explore the potential audience of IMira phone robots. 5. Select the target audience of the IMira phone robot, develop a marketing mix and marketing plan for launching on B2B market in Russia. 6. Perform the economic calculation of the IMira phone robot project. The target audience for this study is the owners of IMira. This master's thesis will also be useful for other researchers in the field of voice technology market.