‘one sony’ & the global customer experience

‘ONE SONY’ & THE GLOBAL CUSTOMER

EXPERIENCE Simon Ashby

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ARTISTS & ENGINEERS

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ARTIST PROFESSION

An artist is a person engaged in one or more of any of a broad

spectrum of activities related to creating art, practicing the arts, and/or demonstrating an art.

ENGINEER PROFESSION

An engineer is a professional practitioner of engineering,

concerned with applying scientific knowledge, mathematics, and

ingenuity to develop solutions for technical, societal and commercial problems.

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THE PROBLEM

Consumer Electronics purchase journey: 80% research online, online is the #2 factor in final purchase decision. [1]

Leading brands increasingly execute online globally. Great experiences drive up consumer expectations.

1. Local optimization

2. Becoming fragmented

3. Duplicated efforts

4. Pace of change

5. Hyper-competition

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[1] consumer barometer with Google 2012

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A PLATFORM TO DELIVER THE BRAND VALUES ONLINE - WITH A WOW CUSTOMER EXPERIENCE

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Strategy

STIMULATE & INSPIRE

EVALUATE & CONSIDER

BUY & GET

USE & OWN

Tone

HUMAN

SIMPLE

ORIGINAL

SOCIAL

Proposition

QUALITY

CRAFTSMANSHIP

UNEXPECTED

Brand

BE MOVED GLOBAL CONTENT

CREATION

GLOBAL PROCESSES GLOBAL ORGANIZATION

GLOBAL TECHNICAL PLATFORM

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TO DELIVER THE TRANSFORMATION WE CREATED A GLOBAL OPERATION

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Web User Experience Content Creation

Web Merchandizing Search/Social/Analytics

Project Management Technical Architecture Content Management

Partner Companies: Software Development Software Configuration

Integration

Program Leadership Change Management

Benefit Realization Shared Services

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WHAT THE ENGINEERS DELIVERED

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WHAT THE ARTISTS DELIVERED

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USER EXPERIENCE DESIGN

GLOBAL CONTENT CREATION CREATIVE VISION

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PAIN POINTS

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DELIVERING THE MINIMUM VIABLE PRODUCT

E-COMMERCE INTEGRATION

TRANSLATION / COUNTRY VERIFICATION

WIREFRAME AND HTML

CONTENT MIGRATION / INTEGRATION

DEPENDENCIES UNDERESTIMATED

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LEADING IT

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THREE TECHNOLOGY VENDORS THREE CREATIVE AGENCIES

THREE CONTINENTS

STAKEHOLDERS: COUNTRY / REGIONAL PRODUCT CATEGORY

CORPORATE & HQ

AGILE & WATERFALL QUARTERLY SCOPE PLANNING

RESOLVING ISSUES BY FOCUSING ON THE CUSTOMER

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LIVE IN EUROPE AND LATIN AMERICA – THIS YEAR

59 Countries

26 Languages

Responsive Design

MORE THAN JUST ELECTRONICS

Premium Content Consumer Satisfaction Increased

+2pp (EU) +4pp (LA)

Purchase Intention & Buy Clicks Increased

Up to

+2pp (EU) +4pp (LA)

Positive Impact on Direct Sales

Full Set of Analytics from Day 1

Positive Consumer Feedback

Stable Platform (Close to 1% Error Pages & Improving Everyday)

…And Improving Everyday…

Main Improvements for Consumers

LOOK & FEEL

IMAGES PERFORMANCE

BRAND Actual Page from launch

Source: Foresee – Feb/ 14

Source: Foresee – Mar 14

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PLATFORM FOR GROWTH

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Ability to quickly add new countries (content localization and ranging)

Rapid deployment of new features – prioritized based on consumer experience feedback

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THOUGHTWORKS & US

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ADAPTING AGILE IN A WATERFALL SHOP

AWKWARD WHEN FACED WITH LESS THAN

PURE SOLUTIONS

DELIVERED THE SCOPE ON TIME

VALUABLE ARCHITECTURAL INPUT AND ADVICE

EXPERTS GAVE US A JUMP START

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THANK YOU For questions or suggestions:

Simon Ashby

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