Philips - Gilbane Group
Brought to you by The Gilbane Group, this is the story of how Philips has met and is keeping pace with changing business environments.
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As the global headquarters for the Audio, Video, and Multimedia business unit, our job is to create high-quality global content for all regions in line with the value proposition of a given product in our portfolio and overall business strategy. Prior to the CMC system, there was too much room for local deviation from this predefined direction and inconsistency. Since the Internet has no boundaries, this was a significant risk to our global business. Centralized content creation and distribution is key to building and managing the competitive advantage of our global business.
Hyesun Yang, Director, Marketing Services, Audio, Video & Multimedia, Hong Kong
This case study, brought to you by The Gilbane Group, tells the story of how Philips has met and is keeping pace with changing and often disruptive business environments by evolving operations and communications touchpoints in a just-in-time approach that maximizes global opportunity based on consumer need.
Challenges:- Product volume was straining a largely manual content and translation management process
- An average lead time of four months for new content to reach web sites
- Multiple products using the same physical components but not sharing content
- Centralized terminology management improves quality, accuracy, and consistency
- Evolving CMC 3.0 has reduced translation of product specification updates from 3 weeks to 72 hours
- Operational costs for localization/translation have decreased 70% from pre-CMC to CMC 2.0. At the same time, the Consumer Lifestyle sector has increased multilingual product content volume by 30%
- 20-30% year to year increase in Consumer Lifestyle sector’s delivery of multilingual product content
- Philips Consumer Lifestyle web site (www.consumer.philips.com) boasts 100 million visitors and has seen an 11% user satisfaction improvement, well above the industry benchmark.
