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Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Mirjam de Groot and Simon Soothill of Canon, and discusses Canon EMEA's strategy of a "shift to services"
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High Performance Marketing
Conference 2012
Canon’s ‘shift to Services’
High Performance Marketing
Conference 2012
Simon Soothill Global Category Director – Marketing Accenture
Mirjam de Groot Enterprise Services Manager
Canon Enterprise Services
High Performance Marketing
Conference 2012
CANON’S ‘SHIFT TO SERVICES’
Mirjam de Groot
High Performance Marketing
Conference 2012
Canon EMEA‟s Strategy centres on a “shift to Services”, bringing the
power of Canon‟s leading products and services to our customers
Compelling
Value
New Benefit
Customers
Promising No.1
Products shift to Services
One Canon
Enabled with “Cross
Media Imaging”
Cu
sto
mer
Pers
pecti
ve
High Performance Marketing
Conference 2012
For a number of years, Canon has been gradually "moving up the stack";
the shift to Services is accelerating this by taking a more customer
centric approach “Client Centric”
Approach
Traditional
Approach
“Product
Centric” Infrastructure
Hardware
Software
Applications
Services (implementation /
support)
Managed Services
Outsourcing
Enterprise Services
Offering
Stack
High Performance Marketing
Conference 2012
In making the overall “shift to services”, Canon is focusing on four key
objectives
High Performance Marketing
Conference 2012
Canon’s world class innovation engine, which annually invests 9% of revenue in R&D (resulting
in 2,204 patents filed in 2009)
Network of partners expanding Canon’s core capabilities in text, image, voice and video
Foundation of Enterprise Services built on Canon and Accenture’s commitment to execution
excellence
Customer Acquisition & Retention
Partner Engagement
& Commitment Employee
Experience & Engagement
Customer Experience
and Satisfaction
Business
Process
Efficiency &
Effectiveness
Underpinning the customer centric approach is the ambition to expose Canon‟s
world class innovation engine to our customers, aligned to their business agenda
High Performance Marketing
Conference 2012
Over 500 client meetings shaped our offerings to match our clients' business
agendas, helping them to release the hidden value in their information and media
Multimedia Transformation
Channel Transformation
Digital Operating Model
Multimedia
Multi Deliverables
Multi Channel
Incre
asin
gly
Bro
ad
an
d D
eep
Cap
ab
ilit
y
Documents
Document Publishing Services
Managed
Services
High Performance Marketing
Conference 2012
CANON/CIM STUDY
Simon Soothill
High Performance Marketing
Conference 2012
Working with the globally recognised Chartered Institute of Marketing (CIM)
Canon Enterprise Services undertook a landmark study „Unlocking the value of
Creative‟ in 2011
High Performance Marketing
Conference 2012
Senior Marketeers from a broad sample of leading brands across Europe
undertook depth interviews through April and May
High Performance Marketing
Conference 2012
A Quantitative study followed using the following structure
High Performance Marketing
Conference 2012
5 core benefit areas were identified
High Performance Marketing
Conference 2012
Furthermore the study identified 3 key themes and 4 consistent priorities
Priority 4:
Managing across
geographies
Priority 3:
Technology as an enabler
Priority 1:
Building a collaborative,
‘best practice’ culture
Priority 2:
Agency relationships
Joining up
campaigns
across
channels
Doing more
with less
Improving
measurement
and evaluation
TH
EM
ES
High Performance Marketing
Conference 2012
MULTIMEDIA TRANSFORMATION
Simon Soothill
High Performance Marketing
Conference 2012
High Performance Marketing
Conference 2012
Following the Value Discovery, a further 10 week project was delivered to
gather Stakeholders Requirements and define the future state Marketing
Creative Process
High Performance Marketing
Conference 2012
Following the Value Discovery, a further 10 week project was delivered to
gather Stakeholders Requirements and define the future state Marketing
Creative Process
High Performance Marketing
Conference 2012
Following the Value Discovery, a further 10 week project was delivered to
gather Stakeholder Requirements and define the future state Marketing
Creative Process Value Delivered
Single high level process defined, incorporating best
practices
Created an asset framework that will drive future
decision making
Gathered over 300 requirements to support
MRM/DAM vendor RFP process
Defined high level naming and classification taxonomy
Quick wins identified
High Performance Marketing
Conference 2012
Following the Value Discovery, a further 10 week project was delivered to
gather Stakeholder Requirements and define the future state Marketing
Creative Process Next Steps
Deliver quick wins
Select DAM/MRM vendors
Develop metadata strategy
Implement process change and deploy
asset framework
High Performance Marketing
Conference 2012
Simon Soothill Global Category Director – Marketing Accenture [email protected] m. +44 7876 546446 http://uk.linkedin.com/pub/simon-soothill/1/868/162
Mirjam de Groot Enterprise Services Manager
Canon Enterprise Services [email protected]
m. +31611563915
