Market Intelligence for Process Efficiency and Collaboration


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How leading organizations achieve Market Intelligence Process Efficiency and Collaboration. A case study with Fujitsu.

This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit

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Market Intelligence for Process Efficiency and Collaboration

  1. 1. How leading organizations achieve Market Intelligence Process Efficiency and Collaboration Webinar presentation February 5, 2009
  2. 2. Webinar Content Outline This document contains excerpts from the original webinar. Please email for more information. Shown here: Not available here: •  Introduction and background •  Case: The AAA Research Gateway – A Tool for •  Introduction to Intelligence Collaboration Plaza® •  Market Intelligence Plaza: BMW •  How to setup Market Group (UK) Intelligence Tool: GIA approach & Case Fujitsu •  Questions & Answers Services
  3. 3. Introduction to Intelligence Plaza®
  4. 4. Characteristics of Successful Market Intelligence Software •  Successful software is a Product – complete and market tested !  Designed to purpose – Designed with customers !  Mature through significant industry experience and controlled software development processes !  ”Off the Shelf”, with flexibility for customization !  Scalable in terms of users & geography !  Delivered as Saas or licensed product •  Product has a promising future !  Provided by a globally operating, financially stable company !  Company and product with a proven track record !  Large user base for product that contributes to development
  5. 5. Intelligence Plaza – 10 Years of Experience From first prototypes in 1999 ... Through improved releases ... to latest major release v6 in 2009 - page 5
  6. 6. Intelligence Plaza® Users on Four Continents ~14000 ~9000 ~2000 ~500 25,000 decision makers and Market Intelligence professionals in more than 90 organizations world-wide.
  7. 7. How to set up a Market Intelligence Tool: Case #1: Fujitsu Services
  8. 8. MI tool is part of well functioning MI operation •  Global Intelligence Alliance defines a world-class Market Intelligence operation with 6 measure sticks: !  MI Process !  MI Organisation !  MI Scope !  MI Culture GIA’s world-class MI framework is !  MI Tools available through your GIA !  MI Deliverables contact •  A robust MI function needs a MI tool platform to be efficient and reach different parts of the organisation – page 8
  9. 9. Setting up the tool is straightforward Need Analysis Setup Pilot Decision – page 9
  10. 10. Set-up process step by step Need Analysis Setup Pilot •  Carrying out analysis •  GIA building the tool •  Client piloting the of the exact needs •  Modifying the visual tool and related for the tool, e.g., interface to match services •  Which reports client needs •  Feedback survey and delivered other feedback •  Setting up different •  To whom mechanisms in place Decision feeds to and from •  Using what the system to enable decision sources •  Training the key •  Technical need, e.g., users to use the tool security assessment – page 10
  11. 11. Setup process step by step Case Fujitsu Services Need Analysis Setup Pilot Solution evaluation Need analysis & specifications Tool build Training Pilot kick off Feedback December 2007 -January 2008 January 2008 February 2008 – page 11
  12. 12. Setup process step by step Case Fujitsu Services Need Analysis Setup Pilot Fujitsu first spent eight months trying to build own MI tool internally on Solution evaluation Share Point. This project was ceased due to: 1.  Internal development became time consuming & expensive 2.  IT did not have experience in MI tools 3.  MI people did not have experience in IT 4.  It would have required lots of effort to maintain the solution, once built Then, Fujitsu evaluated external systems and chose GIA’s Intelligence Plaza “The Intelligence Plaza® seemed to fit our needs very well. We were also convinced by its large user base and GIA’s consultative expertise that we could leverage their experience and thereby avoid many potential pitfalls in the implementation process.” – page 12
  13. 13. Setup process step by step Case Fujitsu Services Need Analysis Setup Pilot Tool build Training See next pages for screenshots – page 13
  14. 14. Tool build – how does it look like? Fujitsu Mispace user interface
  15. 15. Fujitsu Mispace Personal Alerts Personal Alert Service: Example of a Personal Alert Service: Example of an Daily Summary E-mail (link list) Instant News Alert (full text)
  16. 16. Setup process step by step Case Fujitsu Services Need Analysis Setup Pilot Pilot kick off •  Pilot targeted mainly at Sales & Account Management, Marketing, and Senior Management, and the user base spans across Europe (50 pilot users) •  Fujitsu services tested both the tool and the different content setup for delivering to and from the tool •  The daily email alert combines information content that has been produced partly by: •  Dedicated GIA analyst team •  Information vendors whose reports Fujitsu purchases •  and of course by Fujitsu’s internal analyst team – page 16
  17. 17. Fujitsu’s key learnings from setup process •  Intelligence Plaza® is better, faster and cheaper than a separate project done by internal IT •  the Plaza is far more efficient than trying to spend analyst time in configuring MS SharePoint – page 17
  18. 18. Fujitsu Services’ other experiences and best practices in setting up MI tools •  Having budget and senior-level sponsorship •  Understanding what internal customers really need •  A simple, clear, easy-to-use interface •  An effective taxonomy •  Daily email alerts are key to making people aware of the centralized intelligence tool •  Getting local champions to further boost internal marketing and to increase people’s involvement •  Working with GIA - GIA’s consultative engagement style considerably accelerated the implementation process. – page 18
  19. 19. Fujitsu Services (Europe) The Solution: Intelligence Desk® • Part of Fujitsu group, Fujitsu Services is • Continuous service agreement with dedicated a leading IT services company that GIA analyst team that produces hand picked designs, builds and operates IT systems news service, monitoring Fujitsu’s European operating environment and large scale clients in both the • Storage for Market Intelligence reports, both public and private sectors. internal and external • Customer Industries include • Enables collagues to share the latest ”Word on Government, Retail, Financial Services, the street” with each other Defense, Healthcare, Telecom, Utilities • Easy access to Client References & cases • Competitor Profiles, with bechmarking options The Challenge Customer Quote • Fujitsu Services needed to have an “The service GIA provides us has been effective and efficient centralized tremendously well-received across organisation. system for organizing and disseminating Intelligence Desk has allowed us to develop a Market Intelligence sophisticated means of keeping people informed – and much more easily and quickly than we • Main audience: Sales, Senior could have with internal systems.” Management and Marketing Nicole France • European-wide user base Head of Market Intelligence
  20. 20. Thank You for Your Attention These slides are excerpts from Contact Us the GIA White Paper: “Market Intelligence Process Efficiency For additional information about the and Collaboration”. Global Intelligence Alliance and our services, please send email to or log on Download the entire White to the GIA website for the contact information of the GIA company Paper for Free nearest to you. The report has been published under the GIA White Paper series and is available for free download at
  21. 21. About GIA
  22. 22. GIA is a strategic market Intelligence and advisory group Global Intelligence Alliance (GIA) was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory. Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide.
  23. 23. Access local knowledge in over 100 countries GIA Group has 12 offices on 4 continents. Together with affiliated GIA Member companies, certified GIA Research Partners and consultants, GIA provides access to local knowledge in over 100 countries. All GIA Network companies adhere to GIA’s Research and Analysis Quality System as well as the SCIP Code of Ethics.
  24. 24. Strategic market intelligence & advisory GIA is a strategic market intelligence and advisory group that is consistently commended for its reliable client-oriented and expertise-based solutions. According to our latest customer survey, a full 100% of our retainer clients say they would recommend GIA as a business partner to their peers.