HPMC12: Canon's shift to Services

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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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HPMC12: Canon's shift to Services

  1. 1. High Performance MarketingConference 2012Canon’s ‘shift to Services’
  2. 2. High Performance MarketingConference 2012 Mirjam de Groot Simon Soothill Enterprise Services Manager Global Category Director – Marketing Canon Enterprise Services Accenture
  3. 3. High Performance MarketingConference 2012 Mirjam de Groot CANON’S ‘SHIFT TO SERVICES’
  4. 4. High Performance MarketingConference 2012Canon EMEA‟s Strategy centres on a “shift to Services”, bringing thepower of Canon‟s leading products and services to our customers Customer Perspective One Canon Compelling Value Enabled with “Cross Media Imaging” Customers Promising New Benefit No.1 shift to Services Products
  5. 5. High Performance MarketingConference 2012For a number of years, Canon has been gradually "moving up the stack";the shift to Services is accelerating this by taking a more customercentric approach Enterprise Services “Client Centric” Approach Outsourcing Managed Services Services (implementation / support) Applications Software Traditional Hardware Approach “Product Centric” Infrastructure Offering Stack
  6. 6. High Performance MarketingConference 2012In making the overall “shift to services”, Canon is focusing on four keyobjectives
  7. 7. High Performance Marketing Conference 2012Underpinning the customer centric approach is the ambition to expose Canon‟sworld class innovation engine to our customers, aligned to their business agenda Canon’s world class innovation engine, which Customer annually invests 9% of revenue in R&D (resulting Acquisition in 2,204 patents filed in 2009) & Retention Partner Employee Engagement Network of partners expanding Canon’s core capabilities Experience & & Commitment in text, image, voice and video Engagement Customer Experience and Business Satisfaction Process Foundation of Enterprise Services built on Canon Efficiency & and Accenture’s commitment to execution excellence Effectiveness
  8. 8. High Performance Marketing Conference 2012Over 500 client meetings shaped our offerings to match our clients businessagendas, helping them to release the hidden value in their information and media Increasingly Broad and Deep Capability Digital Operating Model Channel Transformation Document Publishing Services Multimedia Transformation Managed Multimedia Print Multi Deliverables Services Multi Channel Documents
  9. 9. High Performance MarketingConference 2012 Simon Soothill CANON/CIM STUDY
  10. 10. High Performance Marketing Conference 2012Working with the globally recognised Chartered Institute of Marketing (CIM)Canon Enterprise Services undertook a landmark study „Unlocking the value ofCreative‟ in 2011
  11. 11. High Performance Marketing Conference 2012Senior Marketeers from a broad sample of leading brands across Europeundertook depth interviews through April and May
  12. 12. High Performance Marketing Conference 2012A Quantitative study followed using the following structure
  13. 13. High Performance Marketing Conference 20125 core benefit areas were identified
  14. 14. High Performance Marketing Conference 2012Furthermore the study identified 3 key themes and 4 consistent priorities Priority 1: Priority 2: Building a collaborative, Agency relationships ‘best practice’ culture THEMES Joining up Improving campaigns Doing more measurement across with less and evaluation channels Priority 4: Priority 3: Managing across Technology as an enabler geographies
  15. 15. High Performance MarketingConference 2012 Simon Soothill MULTIMEDIA TRANSFORMATION
  16. 16. High Performance MarketingConference 2012
  17. 17. High Performance Marketing Conference 2012Following the Value Discovery, a further 10 week project was delivered togather Stakeholders Requirements and define the future state MarketingCreative Process
  18. 18. High Performance Marketing Conference 2012Following the Value Discovery, a further 10 week project was delivered togather Stakeholders Requirements and define the future state MarketingCreative Process
  19. 19. High Performance Marketing Conference 2012Following the Value Discovery, a further 10 week project was delivered togather Stakeholder Requirements and define the future state MarketingCreative 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
  20. 20. High Performance Marketing Conference 2012Following the Value Discovery, a further 10 week project was delivered togather Stakeholder Requirements and define the future state MarketingCreative Process Next Steps  Deliver quick wins  Select DAM/MRM vendors  Develop metadata strategy  Implement process change and deploy asset framework
  21. 21. High Performance MarketingConference 2012 Mirjam de Groot Simon Soothill Enterprise Services Manager Global Category Director – Marketing Canon Enterprise Services Accenture m.de.groot@canon.nl simon.soothill@accenture.com m. +31611563915 m. +44 7876 546446 http://uk.linkedin.com/pub/simon-soothill/1/868/162

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