YouTube Video DnyupgEr6Jk  ## Metadata - Author: [[YouTube]] - Full Title: YouTube Video DnyupgEr6Jk - Category: #articles - Document Tags: [[digital]] [[drupal]] [[enterprise]] [[h1]] [[strategy]] - Summary: YouTube Video DnyupgEr6Jk - URL: https://www.youtube.com/watch?v=DnyupgEr6Jk Good morning. >> So it's my pleasure uh to come here by giving uh some presentation from shop. I'm uh hopefully my pronunciation is is enough good to translate it properly. I'm coming up uh the slide but uh let me introduce myself now. >> Yeah. Okay. Today uh we for we are talking about the shop's digital transformation transformation journey especially happening in New York but uh uh let me talk just a little welcome to N actually the main campus of SH B2B business located in Nure welcome to N actually I'm so familiar with this place and it's my pleasure to come here and what a great event you know I want to express you know appreciation for all related community and you know contributors and you know volunteer engineers. Thank you so much. Okay. So as I mentioned earlier we are talking about we will be talking about the digital transformation transformation journey with Drupal. Uh SH has a long-term and strong relationship with the open source community and uh you know Drupal as well. uh today Jason did a lot of work uh to the this type transformation uh transformation you know happened in Europe. So let me introduce sorry let me introduce myself just a little in the right hand side actually as I as I introduce I'm co or executive officer of chart corporation and uh also a head of you know B2B business in China. Yeah. So I started my journey you know from the master of you know uh electric electric engineering master of electric engineering sorry so actually I was studying you know plasma nuclear fusion it's a really hot topic due to the you know electricity demand is now skyrocketing right uh due to the AI you know data center by the way I I started my career product management and product marketing. Wow, how how big changes you know if I remain in that field I I might be uh reach a position might be but anyway so I enjoy you know uh 27 years in shop and uh mainly B2C you know uh business marketing and product management then yeah uh especially for mobile business in ch especially in Japan and uh now I'm I'm in this position so Jason is Thank you. [clears throat] So, uh, yeah, thank you everybody. It's great to be here and again a welcome um to uh to all of you. Um, in terms of my my background, so I've been with Sharp Electronics Europe for just over 12 years now and responsible for our product marketing and product management and Mart stack for our European B2B business. Um, as you can see, I started my career as a as a computer scientist actually. So one question I cannot answer is how does a nuclear scientist and a computer scientist get into marketing? [laughter] Um but uh actually I got into computer science a very long time ago. So uh believe it or not the picture on the left is called a teletype and that was the console interface to a deck um VAT u a deck VAT 11750. So we're going back a long time. Um, and actually while I was still at university, IBM launched the uh the X-T and then the IBM 80. Um, and then as I was leaving university, Apple launched the uh the Mac, the Mac 2. So gosh, I'm sure there's not many people in here who can really remember that. Um, but you know, how the world has changed, but I'm still personally very passionate about technology and how technology can help our customers. Um, and also how technology can help shop for the betterment of its own business as well. I will share a bit more about that as we go through this session. Yeah. Okay. Thank you, Jason. Okay. Firstly, I I want to introduce Sha B2B just a little. Uh what do you think of when you hear SH? So maybe you know Sharp, right? Hopefully. >> Okay. Yeah. So probably some of the guys would think of LCD TV. Of course, it is uh quite famous uh you know both in Japan and Europe as well. Uh originally it was a really you know very big business for shop. What next? Microwave oven. Do you know Sharp is a the world first company who develop microwave oven? You know in Japanese we say a microwave oven when we it feels the the cook it's some ch coming up right that is the invention of sh so the making sound after cook is one kind of you know how to say marginal invention of sh uh regarding the modular how cell phone if you know this you must be you know exist because nobody knows SH and outside Japan right basically more than 95% of mobile phone is sold in Japan right but originally it there was in also in Europe and I mean United States was quite you know but still in Taiwan and some Indonesia some countries you know sh are available actually I'm from here very minority manager Yeah, the vision scale is quite small. Okay, the first one is the air purifier. It's also you know the big segment that shop make made and finally empty center. Hey, come on the solar panel. It's a really famous you know stud wave Amazon ker a lot of you know satellite is flying over as you know actually solar panel on the satellite uh bus is mostly sh maybe more than more than 50 or 60% I don't know the actual number but maybe 50% or 60% of market share globally is made by shop it's really surprising you know but most Some guys you know think of shop as a B2C business right it's a consumer solar power son is not consumer but basically brand itself is focusing on B2 sounds like a B2C business that that is not true actually uh this is our revenue composition business if we see the this pie chart the red part is B2B business as a revenue actually 40% is coming from B2B business Why is shops B2B business? Do you know that it's a pretty big business actually mainly for MFP the coping machine or you know projector or display uh so industrial display for example for this kind of things are really really strong but unfortunately that that machine was not made by shop so that's good that's good no problem but anyway uh actually business is the uh how should I Say while shop is a really famous as a B2C business but still very very important for B2B business out do you know what what is the difference between B2C business and B2B business actually B2B business has a so many wide variety of the customer channels right so we are now focusing on the office channel and the retail channel logistics public might be some of the time rent a car during this state. Then if you fuel a gas station, you know, self gas station, maybe most of the uh machine of the register machine register machine is made by shop. It's a really market share more than 50 or something. It's quite high. So there are so many long tail you know customer channels and there are so many long tail product as well. In the bottom line you can see the just industrial display or machine and post machine laptop computer and you know mobile communication is the handheld devices so wide variety of product it's not only that there are so many products it like a very how should I say product but a highly demanded product as well so that's why so I SH is a comprehensive manufacturer with a long so wide variety of product available and uh of course the business model is highly diversified you know so many customers each customer has a different demand right we need to maintain all of the connection and the customer relations so so we we have to manage so it is completely different from B2C business right that's why so we continue to take on new new challenges how to manage this you know content delivery and you know management so that's why we take on this you know Drupal thank you so much so supporting you know this open opensource communities they're really highly depending on this system activity right so our mission is empowering collaboration around the world uh through technology networks of course technology networks is a key driver of our our plus. Of course, at the same time, people is a core part of the business, right? The people need to collaborate each other because we cannot work alone. We need to collaborate with the data with you know people to data or we need collaborate between people to people. So a lot of collaboration is necessary to doing our daily business. So that's why so our mission is empowering that collaboration using you know this web system or a lot of content management system as well. So that is a core portion of us and especially today Jason will be talking about the European market. European market is also special you know uh because uh our number of customers over you know 120,000 it's a really really wide variety and of course the countries are dozens of countries are there right of course the language of course so we need to to you know manage those customer relationship especially for B2B B2C is very simple because the message is only one Simply translation would be necessary but product is a very very few fewer than compared to B2B business that's why in when it comes to B2B business it's a really important to manage in a very limited resources our number of experts sound very good but simply it's a employee simply [laughter] in other words so number of our team would be only 2,500 but we have to manage you know hundreds of thousands of customer as a long-term customer for thousands of product as well. we need to to manage pre uh you know very precisely and without any mistake uh without any wrong information in several languages that is uh our challenge actually so that's why today oh sorry it's a little but Jason will be talking about how challenging it is and uh I mean yeah so so on the way to be honest right we started And maybe you have done in the first phase already. You know, we did a a first phase digital transformation forformation in our shop Europe. But a second phase is coming up. As I said, we are on the way. But uh we how I say uh we want to express my my appreciation for you open community and uh Jason will be talking about that. Yeah. Thank you so much. Thank you. [applause] So let's zoom [clears throat] in on on Europe and explore our European business in a bit more detail because that gives some context then um to the mission with our martekch stack and and Drupal. Um so that's a a view of of Europe and uh all of the countries where Sharp Europe have offices and and direct um operations. So it's it's quite substantial. It is a a big business um covering most of Western and some of Eastern Europe. In actual fact um if we kind of look at the scale, [snorts] the scope and the reach of that business um it's huge. So we have in total 63 sharp direct offices um throughout that European uh geography. um 19 languages that we have to deal with, 11 different currencies, 48 countries, multiple sales channels. You know, we have hundreds of indirect dealers, we have distributors, we have direct salesforce across most of of Europe. Um, and you know, as you've already seen, we service directly or indirectly 120,000 um, enterprises across Europe, uh, with over 2,500 experts or or employees. So, that's that's that's huge really. And not only that, when you look at the portfolio of products and services, um, as you've heard, it covers our multi-function devices, which is really at the heart of our business. has been a big part of of our business for a long time. Uh but also the professional display solutions as you've already heard a very broad portfolio um that we take to market and then more recently actually Sharp in Europe has moved into the IT services space as as as well. Um so it's a very comprehensive B2B sort of technology based proposition that we we have. So, put that all together and it's big, it's complex, it's broad, it's deep, it's one shot business. But then when we come to our public website and our Motech stack, that's what it has to support for us in terms of how we take that out into the marketplace, how we engage with the marketplace and how we capture ultimately those those buying opportunities. So, that's sort of part of the the challenge. So, if we just look at that slightly different in a bit more detail. So we have large enterprise that's an important segment and then small to medium enterprises as well and then as you already heard across the top our document solutions which kind of span the entry level of large enterprise down to sort of small businesses not micro businesses um but certainly down to small businesses. um our display solutions, our professional um display solutions very much in that enterprise space and and the mid-market space um because of the type of uh technology that we deliver in the formats and then you know more recently our IT services kind of tipping into large enterprise with our SAP ERP um offerings that we uh take to market and um again in that sort of mid-market space that's that's a sweet spot for us really um as a shop but actually when we look at the small business segment because that's really where we built out a lot of our our business telly you know photocopers MFPs fax machines and things like that and actually we have there you know roughly 110,000 small enterprise customers so that's that's a huge customer base that we've got there we're very proud of that customer base um but moving forward we have some different challenges so when we look at that small um enterprise business space Um it's very much a transactional relationship these days. Um and it's it's low touch, needs to be low touch for sure. Um and relatively short sales cycles, but we need to retain that customer base. It's really important to us and and quite honestly, you know, it gives us a solid foundation to develop the rest of the business on. You know, the high-end um very much opportunistic, you know, so we don't target the high-end large enterprise, but actually we do have credibility in that space. Um so you know when the right opportunity comes along of course we'll we'll take it but then that sweet spot of that midsize enterprise that's where we see the opportunity for SH to really grow that out because you don't need to be a PWC or an IBM or an Accenture but actually you do need to be a reasonable size corporation you know to deliver that breadth of services into there. So again, when we look at it in terms of engaging with the marketplace and our public website, it needs to service all of those different types of customers in those different segments with those different offerings. So again, quite quite complex in in many ways. Um, and you know, part of the challenge is particularly when we look at it from a a product a device perspective, you know, the reality is some of those markets that we're in, particularly the print market, it's a mature marketplace, you know, that's that's that's the reality. Um and so you know often in those situations you know manufacturers are confronted with declining device prices um increasing always increasing labor costs and um production costs. So that means that as a as a provider as a manufacturer we need to reduce the cost to serve yeah of those products particularly when we're looking at those small businesses those small enterprises that are really precious to us. Um, but also we need to add value to those sort of commodity products and that's really where it and services and software and those things come in. So we change the proposition for our our customers. Um, but also of course the customer buying process you know as we all know has been changing for many years in actual fact and you know moving increasingly not 100% yet but maybe one day um you know from that analog to digital um buying experience. So again we need to kind of factor that in. Of course today you know there's the new consultant for uh for our customers which is the a AI agents. Um so again that just brings a whole new dynamic into the digital environment and into into commerce as well. So you know for a while we've been changing our business model. We have to change our business model and we'll continue to do so of course but equally we have to maintain our customer satisfaction as well. And I think you know that's an important part of the sharp value proposition that we bring to our customers. That's one reason why buy why people buy into sharp. So let's go back six years. Um and uh six years ago I was looking at our our martekch um stack and it was past it sell by date. Yeah. It was the was the brutal truth. Um and actually we hadn't done a lot in terms of investing into it for for for many years. Um and you know there was a a price to pay um because actually we needed to refresh that whole environment but when we looked at that full Martex stack and not just the public website uh but also the e-commerce our dealer portals our CRM and and so on actually it's a huge task. Yeah. And um I remember when we were looking at it it's like this is going to cost a lot of money. Yeah. But not just money but time and resource from from from the business. So big problem. Yeah. Um but actually it was a problem we couldn't ignore. Yeah. Because even six years ago it's very clear that you know digital was just going to continue to um expand you know its footprint in terms of commerce and we would talked about you know B2B being led by consumer when it come to the use of digital in in that um procurement life cycle. Um and and again you know that was just going to continue. We have millennials already moving into u roles of being not just influencers but also decision makers in in businesses and Gen Zed not too far away on on the horizon. Um so really ultimately a truly digitally native society. Um so we couldn't continue to rely on that analog way of doing business. But of course what we needed therefore was a martekch stack that was fit for purpose and fit for that future. And again that task that we had is going to take quite a long time. So, you know, you don't get to the end of the journey if you don't stop it, start it rather. Um, but so we needed a strategy actually um to allow us to kind of figure out how we're going to approach that and to convince the organization that it's the right thing to do. Um, but with many things you can kind of you have the glass and the glass is either half empty or it's half full depending on your your perspective. So really it's an opportunity for us to in refreshing that whole martekch stack to make our operation more efficient and more productive. Yeah. Which is one of the things that we needed to do anyway and therefore reduce that cost to serve. Yeah. In terms of our our customer base and of course vitally to kind of be present. Yeah. Where our customers of today and our future customers were going to do business. Um and you know kind of finally as well actually to take our precious human capital and actually to deploy that where we get best value for the business and also quite honestly I think best value for the individuals as as as well. So that transformation challenge really um and how we kind of approached it was to craft a vision for the sales and marketing um organization. Yeah. Um and you know position the need as this is a ticket to the game. It's not optional. It's just table stakes um in actual fact. Um and as I said, you know, we need to be where customers are are going to be purchasing and and it's the biggest shop window in the world, isn't it? Your public website. Yeah. So, you know, we need to have the best shop window in the world. Therefore, um and we have to deliver the right experiences. Yeah. That you know, our future customers expect when they go online in terms of that whole customer journey. Um, and you know, of course, if if we're convincing or trying to convince customers to buy into shop and buy the digital experience that we can deliver a shop, you know, clearly they have to have a fantastic digital experience when they're looking in that shop window before they then go into the store. Yeah. Um, so with that in mind, we created a transformation road map. Um again to show that it's a journey and it's not just about refreshing the public website because we have that whole ecosystem that ultimately needs to be refreshed and is at each stage of the journey. What is the return on investment? Yeah. There's nothing free you know and you know we have to clearly demonstrate that the RARI will actually be be there. Um and so we created that vision for me as a marketing organization. Um it was I think a great opportunity and a great position to be in to say ultimately we need to get to that one-to-one marketing hyper personalization. Um actually and we need to have we need to exchange value. Again it's all about you know we want the data on our on our customers on their businesses but we need to give them something back. So that was important but ultimately it's about creating demand for our sales organization and then actually for the way we're structured to actually help with how we transact and sell and that's the e-commerce aspect. So you know as a marketing business um you know our opportunity was to help grow the business, contribute to revenue but also contribute to reducing the cost of the business as well. So that's that's a great position to be in. Um less fluff more more deliverables. Um so um starting point um public website that was uh the place for us to start that was our most pressing need. How did we approach it? Uh well we need to have the right business requirements. Um clearly we needed to have the right technology in place. Uh we absolutely need the right partner um to help us on that journey you know with the the right or compelling return on on investment. Um and how did we go about that? Well, we go through discovery and we go through consultancy and then we go to tender. So, you know, not um that's a rocket science, not nuclear science. Um so um but it's a process. Yeah. So we follow the process. [clears throat] Um and I'll just call out some of the business requirements and again this kind of relates to ultimately the decision that we made on on on Drupal clearly language support enterprise scale and and that's what Drupal is about. That's where it gave you positions itself. Security really important. I remember at the time people say, "Oh, we just put WordPress in place." Yeah, dead easy. Really? How do you spell security? Um, so you know, but they're the things that you can't know are important to us. Open source. You know, as we already heard, Shark Corporation open source is really important, really important to the to the company. And of course, Drupal has has has that um you know, a huge pool of developers and and so on. From a technology point of view, you know, we needed a platform that has the right APIs for us so that we can connect into that ecosystem um and the future ecosystem and we don't know what those platforms will be but we need something that has gives us the confidence that whatever it is we can connect to it. It needs to be scalable. It needs to be in the cloud. Um and of course actually from an administrator point of view and content editors again you know we need a great experience for those people because they spend a lot of time interacting with the CMS at the uh at the back end. Our partner um you know even with best technology in the world if you don't have the right partner you're not going to get the best out of that technology. That's that's for sure. And you know, SH is, as you've probably heard, you're getting the idea, we're large and we're we're complex. Um, and therefore, we need a partner that actually has experience in dealing with um enterprises like Shark Corporation. Um, but you know, these are long-term relationships actually and um just to have a partner, the time it takes them to understand our business and our business processes and culture and all of those things, that takes time so we can get best value. So you know our attitude actually with many of our our suppliers actually is that it's it's partnerships. Yeah. Because we invest and and they invest. So the chemistry has to be right as as as well. Um and of course the other things you really expect from a partner in that space cost. Yeah. Again another part of those requirements. Um but also security as well is an interesting one because you know if you fail with security there is a very high price to pay for sure. Um, so Drupal and 1X Internet, you know, Drupal is a platform and 1X is our as our partner. We've been together for quite a number of years now and uh looking forward to the next few years as as as well, but that's that's what took us to Drupal and 1X. So what's been our experience then? Um, we've just kind of gone through actually repositioning our brand in Europe and we've refreshed um the look and feel of the the website. Um, certainly started it on on the front end. So just some screen grabs from there. Um but you know our our experience then is you know 17 sites 19 languages. Um it's absolutely delighted our internal stakeholders you know it's from a marketing community. is the delight for them to interact with the platform at the back end, you know, the creativity that they can now have um and and actually the value they can now add in terms of how we engage with the marketplace and and ultimately those marketing qualified leads that we create for our our sales organization. So really really important there. Um you know we've seen a a real optimization in our website traffic. You know, one of the problems that we we had actually was that we were attracting a lot of consumer traffic as well and our business is purely B2B. Um, so what we had to work on as well was actually making sure that the the consumer goes to the right chart website so they get the right experience quickly rather than having to click their way through lots of things and discover they're in the wrong wrong place. Um, and then that allows us to actually focus on those B2B journeys. Yeah. so that ultimately we have the best opportunity to convert them into marketing qualified leads. The platform absolutely gives us the agility and flexibility that we need. So we can run a um AB testing campaign uh campaigns for instance. Uh you know we can keep up with changes quite rapidly. So, uh, accessibility is a big thing certainly in Europe and, you know, make sure we comply with those those laws and again we're able to do that quite quickly. Um, 1X were able to do that quite quickly for us. Um, and and that that brand refreshes as well. Um, so, you know, ultimately really satisfied with the with the platform um, and with our partners. So much so that you know we've moved beyond the public website and we're just going live now actually with a new portal for our our dealers in the European marketplace and we looked at um taking offtheshelf um dealer portal um solutions actually but we rapidly kind of discovered that you know we could do a better job of building one that really meets our our needs but actually at a lower cost than sourcing these offtheshelf um solutions and then having to try and configure them or kind of change our business to work with the platform. So again, I think that just really shows the flexibility um that that Drupal actually offers for us. Um we're going to enhance the public website even further uh next year and uh yeah, just really meets our strategic objectives. So if we just want to step back a bit and have a look at our martekch stack now as it is today. Um so you know we've got Drupal at at the heart there with the public website and also now with our our dealer um portal there. Um we actually um recently implemented a new pin as well um because we had a pin that's probably about 20 years old. Sharper developed them developed it themselves. All the people who developed it had left and so actually we were quite nervous about touching the pin which is really not a good place to be. So uh we've recently implemented a new pin which is you know the source of truth clearly for all of our product related data that drives our public websites and actually in the future we will connect that to our Adobe uh e-commerce website as as well. Um we also have Acton which is our marketing automation platform that connects through to the Drupal public web website. Uh which then feeds of course the uh many CRM that we have um and you know if you look at Super Office I think we have about eight different versions of Super Office on premise in cloud and so on. So um but nonetheless that's that's something for the future. Um but that's broadly how it looks. We had the Adobe commerce platform in there. So we went live with that 2 years ago. Uh which again actually allows us to reduce our cost to serve for our dealers. So that allows them to order all the consumables that they need to order all of the parts uh for their service organizations and now more recently actually for the products as well. So it's more efficient for them, it's more efficient for us. Um and it delivers overall a better experience. Um, and with an IT for the future, it also gives us a a strong platform and experience to extend that actually to our direct sales operations as well. Again, to lower the cost to serve those small businesses, that 110,000 uh, small businesses that we actually support. Um, so our lessons learned really, uh, one is, uh, best leg plans always change. Um, so be prepared to, uh, adapt. Um, really have the right partner. Um, you know, bring the organization with you, bring the business with you when you're going through these huge change projects. That's so important. Uh, one of my favorite ones, you know, it they're your best friend, not your worst enemy. Um, you know, I'm not personally I'm not an advocate. Shadow IT. Um, I don't think it works. I'm a marketing organization, even though I have a degree in computer science. Um but uh yeah and we have a fantastic relationship with our IT organization and I think that's been one of our secrets to success as well quite quite honestly manage expectations and and you cannot communicate too too much. So if you do all of those things you know you're going to do well and also treat your your partner your supplier your partner as an extension of your team. Yeah. Um and if you have that relationship again I think both sides get more out of that that that relationship. And one of the other kind of lessons we had was, you know, it is a never- ending story. Um, and it's great that we get the investment to do the refresh, but you can't stop there. You need to continue because you guys know this, it's just that pace of change and it's very easy to fall behind very quickly and then to close the gap becomes very expensive in in in many ways. So, you need to keep on it really. Um, but demonstrate the value. Um, right. Okay. Again, I'm getting there. So the future um actually so the future still is quite complicated. Um so the diagram on on the left so we've done a lot of work um optimizing the MK stack but actually that was really for our print business and our kind of IT business. We then have this display business um which actually was partly made up of an acquisition from NEC. So we acquired their display business as Sharp and there was a whole load of infrastructure that came with that. Um so now is the time to optimize optimize that. So we need to go through it all again. But the good news is actually we know what we know what we're doing and we've got um you know the technology in place to make that an easier um journey in actual fact. And then a number of other things there. So really in in in conclusion you know success is not kind of based on one one thing on its own. It's a whole number of things but it's how you kind of orchestrate those things to um you know deliver the best success that you can. um bit of a broken record. That's not so archaic these days. Vinyl's coming back, isn't it? So, um again, your partner is so important to success as well. Don't seek perfection. Um and we talk a lot about MVP and things like that. Um and you get continuous progress that way. Um but don't compromise on quality. That's that's the other important thing. Including things like security as well. Um and you know, the future just seems to come at us faster and faster and faster. you know, AI is really supercharging that as well. Um, so, you know, don't um don't ignore it, don't reject it, you know, embrace it. Um, but do it at your pace as well. That's that's the other thing. So, you know, for me, Drupal absolutely the right choice. You know, we've been on the platform for 3 years and we'll be on there for many, many more years to come. Um, and if you are interested in anything you've heard about today, even satellites with solar panels, please uh visit shops website, have an explore, and maybe there'll be something of interest for you. So, thank you from both of us. [applause], YouTube Video DnyupgEr6Jk, YouTube, 01kabxwjprarxjgej5v3x4yzsb.