hpmc12: canon's shift to services

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

Print

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

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Conference 2012

Senior Marketeers from a broad sample of leading brands across Europe

undertook depth interviews through April and May

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Conference 2012

A Quantitative study followed using the following structure

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Conference 2012

5 core benefit areas were identified

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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 simon.soothill@accenture.com m. +44 7876 546446 http://uk.linkedin.com/pub/simon-soothill/1/868/162

Mirjam de Groot Enterprise Services Manager

Canon Enterprise Services m.de.groot@canon.nl

m. +31611563915