Market Intelligence for Process Efficiency and Collaboration

How leading organizations achieve
Market Intelligence Process
Efficiency and Collaboration
Webinar presentation
February 5, 2009

Webinar Content Outline

This document contains excerpts from the original webinar. Please
email info@globalintelligence.com 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
www.globalintelligence.com

Introduction to Intelligence Plaza®


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


Intelligence Plaza – 10 Years of Experience
From first prototypes in 1999
... Through improved releases

... to latest major release v6 in 2009


- page 5

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.


How to set up a Market Intelligence
Tool:
Case #1: Fujitsu Services


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

www.globalintelligence.com – page 8

Setting up the tool is straightforward

Need Analysis Setup Pilot Decision


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


Setup process step by step
Case Fujitsu Services


Solution evaluation

Need analysis &
specifications
Tool build

Training

Pilot kick off

Feedback

December 2007 -January 2008 January 2008 February 2008



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.”




Tool build

Training

See next pages for screenshots


Tool build – how does it look like?
Fujitsu Mispace user interface


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)




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


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


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.


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


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
info@globalintelligence.com 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
www.globalintelligence.com.


About GIA


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.


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.


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.



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