The e-Content Institute produces reports and briefs designed to provide Corporate members with Business Development tools – sharp new approaches to aid market success. These reports are prepared by experts in the field, and incorporate the latest solutions and practices to help institute members better understand market requirements and develop customer-oriented solutions.

Corporate members of the e-Content Institute receive copies of all reports as a benefit of membership.

All of the Institute’s Reports are presented at Corporate Member briefing sessions. Check the Institute’s Calendar of Events or the section on Briefings for more details.

Upcoming Business Development Briefings

The e-Content Institute announces the next three briefings reports exclusively for corporate members.

The briefing reports are designed to provide corporate members with business development tools and new approaches and insights to aid market success. The Briefings reports are prepared by experts in their field and incorporate the latest solutions and practices to help drive adoption among customers. The cornerstone of each report is a survey of the more than 5,000 e-Content Institute professional members who buy, manage and use e-content products and services.

Report One: The current state of pricing in the e-content industry in Canada: Issues, Trends and Practices

November 2003

Are typical e-content pricing models helping or hindering sales in Canada? This report will identify and gauge the impact of vendor pricing practices on purchase decisions, end-user adoption, and contract renewal.

Corporate members of the Institute will be interviewed to identify current pricing practices. Selected professional members, who represent large purchasers of e-content products and services, will be interviewed to gauge the ramifications of vendors’ pricing practices. A larger group of professional members will be surveyed to confirm the results of the interviews.

A one-day seminar will then be held in January for corporate and professional members to explore approaches to bridging the gap between current practices and the reality of the marketplace. The seminar will provide an opportunity to further dialogue and understanding between vendors and buyers in order to facilitate more productive outcomes.

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Report Two: Best practices for selecting e-content solutions: Issues, Trends and Practices

February 2004

The report will identify the analytical tools used by the e-content industry and its customers to evaluate the feasibility of implementing e-content solutions such as knowledge management, content management, document management, research information services, and e-learning.

Corporate members of the Institute will be interviewed to identify current tools used by the industry to help clients calculate the ROI of e-content projects. Selected professional members will be interviewed to identify the most effective tools and techniques currently used to evaluate the feasibility of e-content projects. A larger group of professional members will be surveyed to confirm the results of the interviews.

A one-day seminar in April 2004 will inform corporate and professional members on how to bridge the gap between industry practices and user expectations.

Report Three: Omnibus study: Purchasing Intentions for e-content products and services (in two parts)

May 2004

The study will survey the Institute’s professional members to determine their priorities and purchasing intentions. This unique Canadian study will leverage the full strength of the e-Content Institute and its relationship with professional members. Corporate members will be polled in advance to influence the development of the survey. The first part of the report will be presented to corporate members in May 2004 and the second part is anticipated for the end of the year.

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Drive Adoption, Build Value

Prepared by: Juanita Richardson, Richardson Jalakas Associates

Today’s customers of e-content services are looking for value. One important measure of value on the customer side is meaningful adoption and use among targeted audiences. This briefing analyzes information gathered from Canadian customers to focus on how e-content providers can build adoption factors into the product development process by asking three key questions; Who’s using the product? Why are they using it? How are they using it? Uncovering the answers to these questions can provide approaches to driving user adoption through the development process – and help deliver customer value.

Juanita Richardson is a Principal with Richardson Jalakas & Associates, a consulting firm formed in 1998. Her areas of expertise include development of market and content strategies for clients who want to deliver information that has an impact. Prior to starting her consulting practice, Juanita held positions on both the supplier and user sides of the information industry. She was he Manger of Licensing, Product Strategy and Client Services with Infomart Dialog and Manager of the Business Information Centre at Deloitte & Touche.

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Recent Reports

Win Big Deals
January 2003
Prepared by: Joe Molnar, Eastcurve Inc.

You want and need to win more enterprise business. You start achieving this when you fully understand the customer value opportunity, assemble an end-to-end solution, present innovative economic and pricing options, and prepare a clear, precise proposal that is directed at enterprise decision makers. Based on an analysis of enterprise decision making, projects and information gathered from business and IT executives, this report offers an approach to winning big deals that goes beyond selling a product to working with customers to find solutions to their big gnarly problems.

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Marketing: A Management Thought Starter
October 2002
Prepared by Tony Long, The Long Group

Between gyrating markets, tough fiscal constraints and very knowledgeable purchasers, vendors of content-based products and services are having to modify traditional marketing techniques to focus on adoption of e-Content solutions among user populations, and impact on business outcomes for customer organizations. This report provides an overview of the marketing challenges faced by the e-Content industry and suggests new approaches through case examples from successful initiatives. A checklist for effective marketing planning in an e-Content context will provide members with valuable ideas for positioning products and services so that they address customers’ value propositions.

For over 30 years, facilitator and author Tony Long has guided senior executives along the complex path of marketing decision-making. He has provided marketing counsel and services to large and small organizations in the technology, consumer packaged goods, B2B, retail, services, and government sectors. Since 1994 Mr. Long has concentrated almost exclusively on working with clients to better use digital content and technologies in their business processes and marketing. In 1998-99, Mr. Long was employed by his former client, AOL Canada, as general manager of its Canadian CompuServe business.

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Market Perceived Value: The e-Content Context
May 2002
Prepared by Doug Church, Phase 5 Consulting

How do customers perceive value in today’s environment of free flowing information?
The answer to this mission critical question provides e-content vendors with the information they need as they strive to manage their products and services within a framework of market perceived value – a leading indicator of market share and competitiveness, which, in turn, drive financial goals such as profitability and return on shareholder equity.

To manage their businesses for market perceived value, e-content vendors must first understand the forces that drive value in the marketplace, then manage and measure the components of that value. The focus is on how to create and sustain superior value, while, at the same time, recognize that both vendor and customer environments will change constantly because of competitive and environmental forces.

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Usability – Discovering the Value Link
October 2002

High usability, coupled with high utility, creates a winning situation for any e-content application, while poor usability leads to financial loss.
This is a key finding of the second e-Content Institute members’ report, Usability – Discovering the Value Link. In the first report, (e-Content at the Crossroads) usability was identified as an important part of the value equation for enterprise e-content resources. This report explores interface usability and value, directly relating e-content ROI to the user experience.
Usability is a key determinant of both customer value metrics and usage behaviour, the two cornerstones of the overall performance of an online offering. It plays a pivotal role in ensuring high performance, which in turn, has a positive impact on the perceived business value of an online application. The online experience is determined by factors that range far beyond the parameters of computer screen or networks. The online interface – positioned between the promise of value and the confirmation or denial of that value – is crucial in articulating the value of online offerings.

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e-Content at the Crossroads – what’s now, what’s next
May 2001
Prepared by Juanita Richardson, Phase 5 Consulting

This is a time of challenge for the technology sector, characterized as it is by regrouping and consolidation. The e-content industry is no exception. At the request of its members, this first e-Content Institute report focuses on clarifying the value imperative for the electronic content industry. It highlights the area where value creation begins – at knowledge workers’ desktops – and provides insights that point to strategies for industry growth. The report is based on interviews with key executives and senior managers who lead desktop services delivery in Canadian knowledge-intensive enterprises. The picture the report uncovers is of enterprise environments where desktops with basic tools access and manage e-content

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