Brigitte Ricou-Bellan from Dow Jones gave us a talk entitled ‘Redefining the Business Information Value Equation in the Enterprise.’
Brigitte started with the “customer problem.” The biggest problem is that new is everywhere! Researchers use more than just one site to find information (on average they use 5 sites per day to find information). Next, “search doesn’t mean find.” When looking for relevant and good information searching on the web does not often provide satisfactory results. Users want to find good information quickly and effortlessly.
Content is Key! Along the same lines, Dow Jones want to add value to existing content with comments, video, etc. The second key is technology. Using technology to add value to the content (not humans in this case). One example is being able to extract from articles key events and company information to provide alerts. Next we need to think about personalization. Brigitte showed us the Campbell’s soup label collection as an example … this is just a small personalization (the only difference in each is the name of the soup). Finally we want to deliver information wherever the customer is – and this does not mean giving the same information on the desktop on the movie device – it’s about a lot more.
Dow Jones’ answer to this is the Wall Street Journal Professional.
First to answer the Content issue – Dow Jones editors debate about what news to include on the main page, they also have created industry pages to give you the full prospective regarding your industry in one place. All of this is managed by human editors at Dow Jones. Next, technology, they have implemented a smart search upon the right sources based on your area of interest. For personalization they have added a docking bar with personal options – this is where you set your personal newsfeeds, areas of interest, articles of interest and then eventually share that information. Finally, the product does have a mobile version to address the issue of delivering information where the user is.
In the end you have a product that takes free content (WSJ) and enhances it in such a way that it’s now something that people will pay for.
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