French Media Company Bolsters Revenue with Shift to Digital

As consumer desires changed, media company needed to transform with enhanced, digital services.

One company, like many organizations in the media and entertainment industry, is utilizing digital and software technologies to drive efficiency, create value and capture market share. In today’s app economy, the online presence of media organizations has become paramount. Be it providing e-magazines, e-books, or managing the brand on popular social media networks and websites, or simply making radio channels available through a software app, every aspect of digitization has become very important for the company.

“The business drivers behind our digital transformation include the need to develop a competitive edge, modernize and streamline our internal processes and enrich the experiences of customers by enhancing their services.” said the company’s Digital Director. “This translates into concrete business benefits such as increased market penetration, heightened visibility and the generation of new revenue through multiple contact points.”

Within the media and entertainment industry, access to innovative and advanced technologies has enabled many media and entertainment start-ups to bloom. These largely software and app-based organizations are utilizing prevailing technologies to quickly create quality content and services and offer them globally. Simultaneously, digital technologies have also enabled individuals to become content creators and distribute their content through online platforms. Therefore, it becomes paramount for organizations to embrace digital technologies to get a competitive edge.

“As customers seek innovative solutions and services, they do not remain loyal to organizations who fail to meet their expectations”, he said.

Investment in data management and processing tools has helped the company obtain information about market trends and customer behavior, and position itself accordingly. Additionally, it uses advanced software to tailor the content based on consumer trends, develop personal association with customers and reach customers with targeted advertisements.

[Digital transformation] translates into concrete business benefits such as increased market penetration, heightened visibility and the generation of new revenue through multiple contact points.

As customers seek innovative solutions and services, they do not remain loyal to organizations who fail to meet their expectations.

— Digital Director, French Media Company

Customer needs are changing in part due to demographic changes, such as the emergence of millennials and the growth of the middle class and urbanization, but also due to increasing digital service expectations.

“Customers are increasingly demanding instant access to global content, instant gratification and convenience, and real time information. It becomes indispensable for us to utilize technologies to cater to the expectations of the customers”, he said. 

The company has increasingly embedded digital solutions in other aspects of its business. The digital transformation process began several years ago, with the appointment of several digital officers to expand activities across different digital platforms. In the last two years, digital technologies have been introduced into various divisions of its brands. 

In the digital world, where customers are increasingly relying on social media to review products and services, it becomes extremely crucial for organizations to develop advanced digital marketing strategies. To expand visibility and create brand perception, the company launched its own social media platforms and mobile applications. These initiatives further help expand the digital footprint and engage with more customers. 

Apart from maximizing the usage of the data, we are also increasing our investment in improving IT security. Data loss or breach can impact our organization negatively and result in massive financial losses.

Cloud computing can also raise challenges as it breeds new viruses which are not easily detected by traditional anti-virus capabilities and social media can lead to risk of identity theft.

— Digital Director, French Media Director

With a digitally transformed business environment, the IT security risk is also increased. Greater use and reliance on data, brings with it an increased need for robust cyber-security. “Apart from maximizing the usage of the data, we are also increasing our investment in improving IT security. Data loss or breach can impact our organization negatively and result in massive financial losses” he said. “Cloud computing can also raise challenges as it breeds new viruses which are not easily detected by traditional anti-virus capabilities, and social media can lead to risk of identity theft.”

Having a well-designed security infrastructure becomes critical as more business operations take place online. The company formed associations with leading technology firms for help in resolving IT security issues by utilizing security programs to monitor malicious activities taking place within its systems. An “enterprise digital footprint” has also been employed for identifying and resolving the impact of any potential cyber-attack. “Our alliances with IT security partners has really helped in monitoring and gaining visibility over our public facing assets along with remediating instances of cyber- attacks”, he concluded..

Looking to the future, the company plans to further intensify its digital transformation to enhance brand value, introduce new services, increase productivity and reduce costs. 

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About the research

This case study is based on a September, 2016 interview with a Digital Director within a French media company, conducted by Coleman Parkes research and sponsored by CA Technologies. For more information about this research, read Keeping Score: Why Digital Transformation Matters.

About CA Technologies

CA Technologies (NASDAQ: CA) creates software that fuels transformation for companies and enables them to seize the opportunities of the application economy. Software is at the heart of every business in every industry. From planning to development to management and security, CA is working with companies worldwide to change the way we live, transact, and communicate—across mobile, private, and public cloud, distributed and mainframe environments. Learn more at www.ca.com.

About Coleman Parkes Research

Coleman Parkes Research specializes in recruiting and interviewing senior-level respondents across multiple global markets, vertical sectors and functional areas for a wide range of clients. From thought leadership research for PR and marketing campaigns, to analyzing win/loss opportunities, testing product messages and conducting in- depth senior executive interviews, we do it all. Coleman Parkes Research works collaboratively with clients to formulate proven strategies that generate market insight based on individual requirements and key hypotheses. 

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