Corporate website trend: From providing information to providing a service

Summary: Moving ‘from providing information to providing a service’ is the seventh corporate website trend we identified. This post is part of a series of blog posts in which we look at trends for corporate websites.

Most corporate websites provide large amounts of information. This used to be enough, but no longer. If you want to be useful and build trust that way you need to offer additional value through other services. Especially on a corporate site people are usually on a mission to accomplish a task. They rarely visit a corporate site to simply browse and enjoy some nice imagery.

Sometimes providing a service as an added value can seem counter-intuitive, as it initially may not support the organization’s objectives. However, one of the maxims in a connected world states: Provide more value than you can capture. The idea is that people will thank you for your services and talk about them / you in favorable ways, which again, in a connected world is critical.

I found a very interesting take on this trend implemented by BP. On their corporate website they provide an Energy Usage and Carbon Emission Calculator.

BP Energy usage and carbon emission calculator

BP Energy usage and carbon emission calculator

It’s a nifty tool that allows you to measure your energy consumption. It also uses some lightweight game mechanics, since you can compare your consumption against the average consumer. BP also offers you to send a reminder in the future to use the calculator again and track and compare your energy consumption. It’s a very easy way to stay in touch and on the minds of consumers. Last but not least, the BP Energy Lab provides tips for greener more sustainable living. Even though it is all tucked away in the Sustainability section of BP’s website, you have to applaud the company on thinking beyond providing information to now also providing a service. I think there are lots of opportunities for companies, even traditional B2B companies, that have not been explored yet.

Whilst not a corporate website per se, one highly interesting example I came across was a mobile app developed by a law firm specialized in car accidents.

My Lawyer Mobile App

My Lawyer Mobile App

Similar to other law firms, the company could have simply created a mobile app providing information and news about the firm. But they must have known that few people will actually download the app, as its use is very limited! Instead the firm thought beyond providing information to providing a service. The app helps people involved in an accident. It provides a checklist of what to do, provides the functionality to record conversations with police and the other party, draw a sketch of how the accident happened, record GPS location and many other things. All through this process, there is no value for the law firm. However, when the person involved in the accident has gathered all the information using the app, he can simply send it to the law firm. That is where the loop closes.

But there are other examples of how companies are moving from providing information to providing a service, which can also go beyond the corporate website. In the end, it’s not the channel that counts, but the wider mindshift that is involved and effects all parts of the business. Below are just two examples of companies that are also riding this trend.

BASF has a number of mobile apps. Below is a screenshot of an app that helps arable farmers and agronomists identifying diseases in cereals.

BASF - Mobile app helps to identify diseases

BASF – Mobile app helps to identify diseases

Unilever created a mobile app targeting students and recent graduates. The Unilever Career Sprinter app obviously provides career information about Unilever but also general job tips that could be useful for their target audience.

Unilever - Helping students and graduates with their career path

Unilever – Helping students and graduates with their career path

The app was last updated in November 2012, so I am not sure how successful it really was in the end. It might well be that it will get pulled from the App Store soon.

These are all first steps in moving towards providing services. In the future we might see new scenarios and functionality. Imagine a journalist looking for different views on a company story. Of course, the journalist can use all the different search engines and channels, but what if he could go to the corporate website and see the corporate communication and the non-corporate communication about the topic? Would it be helpful in that it would save him time and that it would provide the journalist with valuable context? It probably would. The same is true for investors that are looking at a company. Why not aggregate and provide information in an effective way about how the company is faring against the wider market or even competitors? The investor will find that information anyway, so why not help him accomplish his task faster?

Companies may not see an immediate ROI and thus refrain from this kind of strategy. But they should remember that we live in a networked world and things have changed. Business as usual is not an option anymore.


This blog post is part of a series of posts in which we delve into the trends for corporate website that we have identified. The series:

  1. From static to real-time information
  2. From text to active content
  3. From channel to canvas
  4. From desktop to mobile
  5. From single source of truth to the provider of different opinions
  6. From destination to platform
  7. From providing information to providing a service
  8. From company centric design to user centric design
  9. From single launch to continuous improvement

© Picture Credit: Wayne MacPhail

Corporate website trend: From desktop to mobile

Summary: Moving ‘from desktop to mobile’ is the fourth corporate website trend we identified. This post is part of a series of blog posts in which we look at trends for corporate websites.

I believe this trend is already well understood and I don’t have to explain it in greater detail. With the omnipresence of mobile devices (smartphones and tablets) people can access information whenever and wherever. This leads to great opportunities. But there are different ways of moving from desktop to mobile.

1) Mobile site or responsive/adaptive design?

Some time ago mobile sites of corporate websites were quite common. Most of them look like m.companyname.com. BASF and Siemens are still using this approach.

In the past years responsive / adaptive design has climbed the stage and seems to become the default option for organisation currently thinking about relaunching their corporate website. Both responsive and adaptive designs run on one codebase. Responsive web design uses flexible and fluid grids, and adaptive design relays on predefined screen sizes. (this article has more detail on the differences). In both cases though content and navigation are rearranged depending on the screen size of the device used.  Shell was one of the early companies to adopt responsive design.

Desktop version of Shell's corporate website

Desktop version of Shell’s corporate website

 

Responsive version of Shell's corporate website

Responsive version of Shell’s corporate website

Have a look at this article that describes in more detail the differences between a mobile site and one with responsive design.

2) Mobile Apps

It was to be expected that with the availability of mobile apps, companies would jump on the bandwagon and create such apps. Whether this makes sense or not depends on different factors. Mobile apps can provide a richer feature set and have more access to elements of your smartphone. But most corporate websites only serve static content (for now), which raises the question whether a separate mobile app where content will need to be uploaded separately and versions for different operating systems will need to be developed and maintained, makes a lot of sense. Time will tell.

Below is a screenshot of Unilever’s Investor Relations App.

Unilever Investor Centre App

Unilever Investor Centre App

It basically provides all the content that can also be found on the corporate website. Additional value seems to be missing, which I believe is a huge drawback. You could imagine expanding this app to include information about Unilever’s Annual General Meetings especially for participants to receive local content and services when attending on site. Companies should always consider things that are useful for the audience, let it be journalists, investors or others.

Cisco is taking it slightly further with its mobile app.

Cisco mobile app

Cisco mobile app

It offers latest news and promotional offers, videos and podcasts. It also allows users to find events and Cisco partners in their area, local phone number for Cisco support and receive current security alerts, advisories and responses. As you can see, the app provides localised content which might be more useful to users than generic content that can also be found on the corporate website. Thus, the app does not only provide information but also a service. This is another trend for corporate websites that we see and will discuss in a later blog post.

Before I come to the end, I will leave you with the ENI SandArtist mobile app. Users can create their own masterpieces on sand and share it with their networks. Well, here is mine:

My masterpiece using ENI's SandArtis mobile app

My masterpiece using ENI’s SandArtis mobile app

 


This blog post is part of a series of posts in which we delve into the trends for corporate website that we have identified. The series:

  1. From static to real-time information
  2. From text to active content
  3. From channel to canvas
  4. From desktop to mobile
  5. From single source of truth to the provider of different opinions
  6. From destination to platform
  7. From providing information to providing a service
  8. From company centric design to user centric design
  9. From single launch to continuous improvement

© Picture Credit: Lauren Manning