the opportunity
Forrester Research estimates that more than 80% of any corporation’s business-critical information is locked in unstructured formats. Multinationals such as BAE Systems found over “80% of employees are wasting an average of 30 minutes a day retrieving information, while 60% are spending an hour or more duplicating the work of others”. This kind of inefficiency cannot be sustained in the new economy. Tomorrow’s winners will be the companies who can eliminate this waste and liberate that effort to winning valuable competitive business advantage.
the reality
A recent study commissioned by Lucent Technologies reveals that the volume of unstructured information in large organisations doubles every two months. And according to Tony Mckinley in his article, “Managing All Information Assets”, 85% of all filed documents never get retrieved again. Even more surprising, over 50% of those documents are actually duplicates. What is needed is a mechanism to automatically organise and deliver pertinent information from 1,000’s of sources - competitors, industry web sites, live news feeds, e-mail and online databases, optimising the knowledge and expertise across global operations and harnessing these to maximise the effectiveness across all media channels. Delivering this in a personalised corporate communication to any individual in any language, anytime, anywhere, whenever they need it - is complex. Today, at last, it can be done cost effectively.
the future
Today’s market is changing at breakneck speed. In this new marketplace, brands are increasingly becoming global, requiring coordination and tailoring of messages across national markets. At the same time, the emergence of the networked economy has created entirely new marketing channels, and the demand for instant and more personalised marketing messages. The future belongs to those that enable themselves to focus on branding and communication, not technology.
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