1. Industry Analyst Relations
Information Portal Development Programme
Proposed Strategy for Development of the Compaq
Industry Analyst Information Portal
Compaq EMEA Industry Analyst Relations
July 2001
3. The Vision
● To develop a world-first Information Portal dedicated to industry
analysts making Compaq even more accessible to this key audience
● The Information Portal will providing a virtual work-space for industry
analysts to rapidly access real-time data about Compaq on any
issue and interact with Compaq personnel from anywhere in the
world
● The Information Portal will also be an invaluable source of
intelligence for Compaq enabling the company to build a highly
detailed overview of the global industry analyst community
● Locality will no longer be an issue for industry analyst relations
4. The Case for Online
Industry Analyst Relations
● In a survey of key EMEA analyst houses, 91% of respondents are in
favour of a dedicated industry analyst website and highly supportive
of Compaq’s project, and 100% favoured a “one-stop” shop for
information for their reports, considering the web to be an
appropriate medium to gain access to data for their reports
● Many of the competition have developed industry analyst sections
on their corporate websites, and the industry analyst community is
increasingly relying on the web as a central research tool for their
reports
● Compaq has the opportunity to truly raise the standards of online
analyst relations through the use of leading edge technology and
understanding of industry analyst requirements
6. Research Methodology
● 11 Senior EMEA analyst houses approached
● Industry analysts asked to answer specific questions relating to the
programme and then elaborate on their requirements for a portal
● Research conducted in May and June 2001
7. Analyst Houses Surveyed
● Bloor Research
● Brian Norris Associates
● Burlington Consultants
● Cambashi
● Canalys
● Datamonitor
● Forrester Research
● Ideas International
● International Data Corporation
● Macarthur Stroud International
● Tekplus
8. Audit Summary
● 91% of respondents in favour of a dedicated website for the analyst
community and highly supportive of the project
● 18% of respondents stated that Compaq’s competitors had not
properly addressed the needs of analysts through the web
● 27% favour a Graphical User Interface that avoids complexity
● 54% would value the site to be a global directory to guide them to
the right data and personnel for reports
● 100% favour a “one-stop” shop for information for their reports, and
consider the web to be an appropriate medium to gain access to
data for their reports
9. Questions asked
● What type of information layout would you value on a dedicated
Analyst Relations zone online?
● What company specific information would you value from such a
portal?
● How often would you visit the site?
● Would you value e-mail alerts to advise you when new data is
online?
● Would you value interacting with company executives through the
web?
● What would be an ideal Analyst Relations website? Where has the
competition failed to deliver the right information?
● Do you have any suggestions for enhancing the value of an Analyst
Relations Information Portal for you and your colleagues?
12. Information Portal as a Working Tool
● All respondents would view the proposed site as a valuable tool
through which to access and understand Compaq’s strategy
● There is a strong demand for the portal to be a working tool to aid
researchers with reports
“We would value a site which provided information on the European market,
specifically what products are being sold, and any other detailed information
that would benefit the analyst community.”
Brian Norris Associates
“The key thing is access to all EMEA press releases, all local country press
releases, forthcoming analyst events, and all information about key
personnel. At present it is difficult to gain this information.”
Canalys
13. Demand for Rich Content
● 81% of analysts would like the site to contain rich content, albeit of
the type that will be specifically beneficial to analysts in their
research projects
● 18% express a desire for there to be e-mail alerts to notify them
when new information is placed online.
“What we are looking for is as much information as possible; this includes
visions, strategy, product availability and future availability. We need this as a
basic resource from which to develop research.”
Bloor Research
“We…would value e-mail alerts to advise us when new data is online”
Burlington Consultants
“We would value a one-stop shop for information on products, strategy, and
where Compaq is heading.”
14. Gateway to Compaq Executives
● 64% of analysts would like the site to be a gateway towards
providing access to Compaq executives and AR managers around
the world
● Respondents consider it currently difficult to precisely assess who
the right contact should be for any particular research they are
carrying out
“…we are genuinely interested in having information relating to the most
relevant and up-to-date contact points available to us, as well as the usual
press releases and product information.”
Datamonitor
“We would value easy access…to know who’s who, and a list of the Analyst
Relations people around the world by sector.”
Context
15. User-friendly Graphical User Interface
● 27% of respondents favour a Graphical User Interface which was
user-friendly and easy to navigate through
● There is a preference for the site to be designed in order to access
data quickly
“Regarding the type of information layout that we would value, we would like
a click-through interface that is straightforward to use.”
Burlington Consultants
“The site should be simple with quick access to information; there is no need
for the site to be flashy.”
Canalys
“Simplicity of use is the key thing in order to make our jobs easier.”
Forrester Research
16. Feedback concerning the Portal Vision
● Regarding the ultimate goal of the portal - online real time virtual
interaction between the analyst community and Compaq personnel -
72% fully supported the move towards a virtual work-space through
the web
● Whilst respondents considered the move towards a virtual portal as
positive, they did not wish this to completely replace face-to-face
meetings with executives“We would value interacting with Compaq executives through the web.”
Datamonitor
“A website…would be a good tool. Absolutely in favour of this project.”
Canalys
“This is a good idea. Whilst we would value the site, we would not wish this to
replace our face-to-face meetings with senior management and the tele-
17. The Competition
● Industry analysts expressed a desire for the portal to be carefully
targeted at analysts and to avoid simply being a repository of
corporate marketing material like certain competitor websites
● 9% of respondents stated that the competition had failed to provide
relevant data for their reports.
“Much more important is to have a mechanism which enables us to
understand the company’s position in the sector we track at a strategic,
tactical, and operational level.”
Cambashi
“The competition has failed to deliver market share information.”
Burlington Consultants
19. Competitor Websites
● IBM possesses a dedicated industry
analyst relations section on their site
providing access to all of IBM’s sites
● The section allows visitors to become
members and receive more detailed
information for reports
● There is an “ask a question” section
for industry analysts to submit queries
● There are weekly news summaries
uploaded on this site, which can be
downloaded or sent by e-mail directly
to industry analyst desktops
IBM
20. Competitor Websites
● Hewlett Packard’s website does have
a dedicated analyst relations zone
offering a centralised resource of
company data and a research enquiry
page
● The section also includes a guide to
access the HP analyst relations
organisation
● HP’s analyst newsletters are placed
on this site which include contact
points detailing the geographical
Hewlett Packard
21. Competitor Websites
● Cisco Systems has a dedicated
section which provides industry
analysts with a welcome kit which
offers analysts a one-stop information
source to understand the company
● There is also an inquiries and
feedback section online
● The company also provides an analyst
links section hyper-linking the Cisco
site with analyst house websites
Cisco Systems
23. The Opportunity
● The Information Portal will widen awareness for Compaq’s solutions
and product offerings worldwide
● The global reach of the site will extend the relationship of Compaq
to totally new analyst audiences
● Industry analysts will be able to access data and interact in a virtual
space accelerating the speed with which information about Compaq
is conveyed to these key audiences
● This streamlined process is likely to lead to significant cost savings
in terms of labour hours devoted to information provision for industry
analyst queries
● Whilst other companies are providing information to the analyst
community online, the proposed interactivity for Compaq’s
Information Portal can create a world-first in online communications
and significantly raise the standards in industry analyst relations
24. Key Components
● Virtual work-space zone for real-time interaction for query
processing and document management
● Downloadable data about Compaq’s solutions and products
worldwide, including case studies, press releases, white papers, and
real-time updates
● Global Guide to Industry Analyst Relations Managers
● Events and briefings schedule
● Industry Analyst registration process for preferential data access
● In-built monitoring capability for intelligence gathering and site-hit
evaluation
25. Implementation Schedule
● The following matrix outlines the proposed phases for
implementation of the Information Portal
27. Conclusion
● There is overwhelming support for development of an information
portal that adds value to analyst research projects
● Industry analysts are keen to understand Compaq’s strategy and
require access to Compaq personnel - this portal would be the ideal
gateway in the minds of most respondents
● The establishment of a global information portal with a virtual
workspace presents Compaq with the opportunity to create a world-
first in online communications and significantly raise the standards
in industry analyst relations
