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Managing Change
Market driving, process enabling
change
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November 1999
Change House, Shepherds Rise, Vernham Dean, Andover, Hampshire,
SP11 0HD, England |
Innovative, market driven, interactive,
strategies
www.managingchange.com
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  AUTUMN '99 NEWS UPDATE
Digital / Interactive TV Special
Using the New Mediums to Reach Customers, Understand their Need and Meet
their Expectations
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Now On, at a Screen Near You
.... FURTHER UPDATE .....
With developments moving so fast, the section within the SIM web site devoted
to the latest developments in Digital and Interactive TV has now had
its second update since the Spring. BSkyB officially launches its interactive
services this month. Woolworths, HSBC Bank and Abbey National are some of
its key partners. OnDigital and NTL are also on their way to launching services
nation wide. This is a delivery channel you can no longer afford to ignore.
You can reach a mass audience but with the potential to have 1 to 1 dialogue
and meet individual needs.
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 From
the Home page just click on the menu item
Interactive Mediums or the I-TV
icon.
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  An Invitation from
the E-Business Group of the Henley Management College Alumni -
Join us on November 17th and learn about business
opportunities with Digital Interactive TV
Martin Cook of the Digital TV Group will give a non technical overview
of the possibilities with digital interactive TV. The presentation will
be of particular interest to marketing and advertising
professionals. They will face new challenges in gaining
the active participation of viewers and then ensuring their organisation
can respond. Could your company respond to millions of viewer pressing
the 'yes' button to buy your products or request
information?
The fee is £9:75 to include a buffet. Cheques (payable to
the E-Business Group) to Managing Change.
Time: 6:30 pm for 7:15 pm. Venue: Henley Management College, north of
Henley-on-Thames.
Managing Change is the founder of this group which is open to all.
We have changed the Group's name to the E-Business Group, a new web site
has been developed and we are looking to run seminars and workshops. To join
the group send your details with email address to the secretary, Alan Cooper,
c/o Managing Change.
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 From
the Home page click on the
Henley Alumni E-Business SIG
menu item.
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Stop Press! Strategic Review for Major Media Company
 Managing
Change has been commission to undertake a review of the planned personalisation
and mass customisation proposals for a multi-£m second generation e-business
web site for a major media company.
Managing Change Presents ..... see over.
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Managing Change Presents on Digital TV &
Advertising
We have been asked to present to the Norwegian Association of
Advertisers at their annual conference held in Oslo. The conference
title is On the threshold to a new century: Marketing
communications in a digital reality and our presentation is entitled
New Advertising Models and Opportunities in the Interactive
Age. This presentation will cover:
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From broadcasting to narrowcasting
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Niche TV channels and segmentation
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An interactive marketplace
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New types of business models
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Brand power in a world of digital television
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Managing Change in Print
 Itinary to Mass Customisation Marketing
News
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By means of 4 mythical companies involved in the manufacture, distribution
and selling of cups (or mugs), this article describes the four stages of
Managing Change's
Strategic Interactive
Marketing Framework. It is a marketing orientated article
looking at various business models in an interactive age, from a pure
manufacturing to a service driven, branding approach. The article concludes
by looking at how one of these companies is moving from services into the
next stage, that of experiences.
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We are expecting this article to appear in the bumper Millennium edition
of Marketing News, a recommended bi-monthly
UK publication of the the Royal
Counties Branch of the Chartered Institute of Marketing. It is edited
by Charlie Farrow on 01635
551754. If you want very cost-effectively to reach 11,000
marketing professionals in the south of England then give her a call.
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  Knowledge Partnership Report Launched at Voice 99
Towards a New World
- Add Intelligence to Your Call Centre
Managing Change is part of this partnership venture that is initially
concentrating on improving business performance by the application
of knowledge, particularly customer knowledge, to Call Centres. A Vision
paper commissioned by Nortel, one of the world's leading
telecommunications suppliers, has been professionally printed and is being
issued to over 5,000 of its customers. For an insight into the report email
Roger Butler of
the Knowledge Partnership or visit the new web site at
www.knowledgepartnership.co.uk.
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From
the Home page go right down the page and then
click on the
Knowledge Partnership Logo
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Responding to Differing Customer Needs
The recent legislation has made business aware of the need to make
their premises accessible to all. Such considerations should apply to your
virtual customers, going beyond just supporting customers with disabilities.
Customers also vary in their cognitive behaviour as well as in
the environment in which they interact
Some customers may be IT literate and will
be happy with the typical windows interface. Other customers may think in
less logical ways and seek pictures, sounds and non structured dialogues.
As you reach out to a wider mass audience through the new mediums of
digital TV, kiosks or WAP mobile telephones your services will be accessed
by an ever varying groups of people in a variety of locations from the noisy
street to the family living room. Maybe you will need to grab their attention
and engage with them during a 30 second commercial break. Getting the interface
right is a key consideration to user dialogue and
acceptance
and the ultimate aim of converting consumer interest into sales.
The University of Manchester Institute of Science and Technology
has a Human Factors In The Design Of Electronic Service
Delivery Systems For Use In Complex Environments project with
EPSRC funding. It now seeks commercial partners to explore the effectiveness
of different user interfaces. Call Managing Change to discuss the
project. |
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