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1、rbulletin94—may1998SpaceMarketing:ANewProgrammeinTechnicalEducation*Ph.WillekensOfficeofSpaceCommercialisation,ESADirectorateofIndustrialMattersandTechnologyProgrammes,ParisW.A.PeetersEuropeanAstronautsCentre,ESADirectorateofMannedSpaceflightandMicrogravity,Cologne,Ge
2、rmanyIntroduction:spacemarketsMarketinginthenon-profitsectorItisnoteasytoextrapolatemarketsharesandAtfirstglance,onemayhavetheimpressionturnoversintherapidlydevelopingspacethatmarketingtechniquesarelessapplicableenvironmentandcertainlymostpredictionsforthenon-profitsec
3、tor.Thiswasindeedthetendtobeslightlyoptimistic.However,expertscaseuntiltheendofthe1970s,butsincethenestimatethatspaceactivitieswillsoonaccountanumberofelementshavechangedthefor70to100billionUS$inannualturnover,andmacro-economicenvironment:thisrelatesonlytothespacese
4、gment;theassociatedgroundsegmentisestimatedto–Publicfundinghasdecreasedandmajorgenerateasimilarturnover.cutbackshavebeenintroduced,partlyduetothefactthatsocialprioritiesarebeingThechallengeforEuropeanindustrynowistomorevigorouslypursued.maintainitsmarketsharewithAri
5、aneandto–Manynon-profitorganisationswerefoundedcompeteeffectivelyintheglobaltelecom-uponincomefromdonations,butthemunicationsandremote-sensingmarketsthatphilanthropicnatureofoursocietyishavebeeninitiatedinthelastdecade.decreasing.–Theeconomicstructurehaschanged,withT
6、hirtyyearsago,spacewasinitsinfancy.TheEuropeanspaceprivatecompanies‘attacking’thetraditionalindustrywasalmostnon-existentandmostinternationalspacenon-profitsectorssuchashealthcare,programmesweredrivenbycaptivemarkets,notleastGovernmentpublictransportation,postalserv
7、ices,etc.ordersassociatedwithmilitaryprogrammes.Withthedevelopmentof–Duetoproblemswithgovernmentspendingcommercialtelecommunicationssatellitesandnewlaunchers,newprofiles,anumberofprotectedmarketsservicescreatednewcustomersandthecommercialisationofspacehavebeen‘libera
8、ted’andservicesprivatisedwasinitiated.Today,thisprocesshasledtothedevelopmentofnewinordertoreducedebts(telecommunic-markets,eachofwhichisa
