“We chose HCL as a strategic partner for their deep SAP technical expertise, their rigorous implementation methodology, and their skills in process optimization and change management.
- IT Director, Britvic PLC
After a number of challenging years there is reason to be optimistic as advertising revenue improves and profits increase. As the industry adapts to and builds revenue from mobile and interactive services there are now significant opportunities in the sector. However, some things have not changed, operational excellence and cost efficiency continue to dominate the focus of many companies and as each product area falls into the control of fewer and fewer players the ability to understand the true needs of the customer will continue to grow in importance.
Media and entertainment companies need to understand their audience which means basing decisions on current, detailed information. Companies who have accurate consumer information and can put it to use can charge higher rates from advertisers and increase cross sell and up-sell opportunities. It also enables them to target their offerings better, keeping the customer satisfied and loyal.