Yaya Selva Net Insight Global marketing director
What was the biggest technology challenge you’ve had to face in your work? As a millennial consumer, I was smoothly onboarded into the transformation of expectations in branding, communication, how we consume and what we expect from services. However, the challenge I came across in highly niche tech environments is how to package offerings and use communication as part of the sales cycle, to explain a value chain. Especially when the offering depends on various detailed aspects – and suits multiple segments solving different problems, with similar end technology. What were the stakes for not resolving it? The stakes for not communicating the right values for the right customers at the right time is the risk of becoming irrelevant. The shift of communication has gone from ‘we are here for everyone’ to ‘we are here for you’ – from ‘three-day delivery’ to ‘15 minutes’ if it’s a product, and from ‘soon’ to ‘now’ if it’s information. What happened? How did it work out? This is something every organisation needs to evaluate all the time. We’re on a journey now. We built something we internally call ‘the cube’ within a cross-functional team. The cube translates our solutions inside-out, mapping it to our customers in each part of their media delivery, based on their top challenges and our key offerings to support these challenges. What did you learn – and what would you do differently if you had your time again? Technology is rapidly changing, and a shifting landscape impacts consumer behaviours and new business verticals. That can alter who our competitors are, and who our customers will be in the future. If I could do anything all over again, connected to technology, the only question I would ask myself is: how can we get here quicker?
We question some media industry heavy hitters about their biggest technology challenges, and how they overcame them – or didn’t
CHANGING TECH CAN ALTER WHO OUR CUSTOMERS WILL BE IN THE FUTURE
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