Intelledgement, L.L.C.

Intelligent knowledge management

Audience Analysis: Relativity Technologies

“They did such a super job building our new website that I decided to give them a bonus!”

— Vivek Wadhwa, Relativity CEO

Who is the customer?

Relativity Technologies is a US-based high tech solutions provider in the legacy modernization market space. Their business is helping organizations to cope with the pace of change in information technologies. For example, many organizations today have large “legacy” mainframe systems, generally coded in COBOL, which contain vast amounts of valuable intellectual property—such as data definitions, business logic, calculations, etcetera. However, these legacy systems generally cannot support modern web-based transaction models. Relativity Technologies expert services and specialized tools can help such organizations identify and “rescue” the valuable intellectual property—transform it into components that can be deployed as part of a modern system.

What needed to be done?

Relativity Technologies started life with a traditional software licensing business model where the customer pays an initial sum to obtain the right to use the software and then a maintenance fee for access to upgrades and ongoing support. However, what they learned is that the way their customers performed legacy modernization tended to be in rapid spurts, during which Relativity’s software was rarely used for long. Relativity also discovered customers had more success when consultants who were familiar with the technology were present to help the customer (who typically did not want to invest in training their own staff for tools they would not need long term) and also that customers were resistant to paying maintenance for a tool they would only be using for a brief time.

As a result, Relativity fine-tuned their business model to focus on selling legacy modernization services, rather than tools per se. But their website was still focused on the technology.

Relativity wanted both to revamp the look-and-feel to alert existing customers of the shift and the content to help both customers and prospects to understand their new focus on services. The new website had to integrate information on the company’s new services offerings in order to more effectively communicate their value proposition and better explain how they could help customers. The company also had five years worth of media stories displayed in chronological order that included great material but was very difficult to access—you either had to browse through hundreds of articles, or search for text strings and hope all the articles that would interest you included the right words.

So they needed a website with a completely different look and feel that effectively communicated their new message on various levels to sundry audiences—existing customers, prospects, industry gurus and media, investors and potential investors, employees (some of whom were not so sure about the new strategy) and potential employees, and vendors. And specifically, they needed a mechanism that enabled site users to access relevant selections from their huge collection of press clippings, case studies, and other material.

Why choose Intelledgement?

“We really liked the work they had done for previous customers,” stated Relativity Technologies CEO, Vivek Wadhwa. “Plus they were flexible enough to work with a good, fast, and cheap off-shore software development company to execute their website design. Intelledgement was able to manage the whole process, which was a plus for us since we were between webmasters at the start of the project.”

What was Intelledgment’s solution?

Intelledgment planned a four-stage process for the design and development of a new Relativity Technologies website:

How did we effect the solution?

First, we undertook an audience analysis to determine how to craft Relativity’s new message for each segment so that we communicated appropriate benefits and there was a clear call to action (“Next Step”). To compile these data, we interviewed Relativity management and staff in each department and added input from customers. Here is a the template we used to compile these data (“MDV” = message delivery vehicles):

AudienceMessagesMDVsNext Step
Customers and potential customersWhat we do to help customersElevator statement plus customer-specific detailLinks/e-mail to partners, e-mail to Sales, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, link to customer/product-related press releases
Who we areManagement and BOD bios, positioning info
Partners and potential partnersWhat we do to help partnersElevator statement plus partner specific detailE-mail to partnerships manager, collateral request, Guestbook
How we help partnersMarket and geographically-diverse partner-related case studies, testimonials, partner service info, link to partner-related press releases
What we do to help customersElevator statement plus
How we help customersMarket and geographically-diverse case studies, testimonials, customer service info, general product info with links to detail. Links to customer/product-related press releases
Who we areManagement bios, positioning info
AnalystsWhat we do to help customersElevator statement plus analyst-specific detailE-mail to marketing, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, link to customer/product-related press releases
What we do to help partnersElevator statement plus partner specific detail
How we help partnersMarket and geographically-diverse partner-related case studies, testimonials, partner service info, link to partner-related press releases
Who we areManagement and BOD bios, positioning info, market info, revenue info, competitive info
PressWhat we do to help customersElevator statement plus market-specific detailE-mail to marketing, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, links to customer/partner/product-related press releases
Who we areManagement BOD and investor bios, positioning info, market info, revenue info, competitive info, link to company-related press releases
Investors and potential investorsWhat we do to help customersElevator statement plusE-mail to IR, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, links to customer/partner/product-related press releases
Who we areManagement BOD and investor bios, positioning info, market info, revenue info, competitive info
Employees and potential employeesWhat we do to help customersElevator statement plus employee-oriented detailE-mail to HR, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, links to customer/partner/product-related press releases
Who we areManagement BOD and investor bios, market info, competitive info, link to company-related press releases
VendorsWhat we do to help customersElevator statement plus market-specific detailE-mail to Finance, collateral request, Guestbook
How we help customersMarket and geographically-diverse case studies, testimonials, partner links, customer service info, general product info with links to detail, links to customer/partner/product-related press releases
Who we areManagement BOD and investor bios, positioning info, market info, revenue info, competitive info

 

Next, the web developers in Chennai worked closely with the Intelledgement project manager and Relativity marketing staffers to build a half-dozen mockup sets of the home page and subsidiary pages. Every element of the design—placement of the components of each page, colors, fonts, menu and button functionality and terminology, photo selection, hierarchy and links, etcetera—was carefully considered and reviewed.

The Flash animation was a critical element of the home page design. The objective was to create a “moving picture” that distilled the story communicated by the website down to a few dramatic images and pithy titles. The design and development of the Flash animation was a group effort that involved a wide cross-section of content experts at Relativity Technologies. The final result illustrates the three main “flavors” of legacy modernization services that are provided to organizations by the company: Legacy Understanding, Legacy Transformation, and Business Process Improvement.

The Intelledgement team also provided Relativity Technologies with a content management tool that enables content providers to associate key words with content items, as well as standardizing the handling of article titles, link labels, third-party content providers logos (for example, InfoWorld, Wall Street Journal), and other recurring elements. Relativity Technologies content experts using Scape’s content management tool can quickly add, edit, or delete content without any need to code in HTML, using pre-configured templates.

The advanced search facility Scape built for Relativity Technologies enables website users to easily sort out relevant press releases and third-party articles (as well as other content on the site) for review. For example, a health care executive who is persuaded that his organization could benefit from a Legacy Understanding services engagement can easily sort out from the hundreds of articles on the site those that are relevant to previous LU engagements for health care organizations.

The web development team in Chennai worked closely with the Intelledgement project manager and Relativity Technologies webmaster, with a daily chat session scheduled at the start of the day in India (night time in USA). The site was built on a Chennai-based server, and migrated to a Relativity Technologies server prior to the launch once all the components were working properly.

Bottom line: is the customer satisfied?

“They did such a super job building our new website that I decided to give them a bonus!” said Wadhwa. “Effectively communicating our new message to customers, prospects, analysts, investors, and potential recruits is a key prerequisite to success. The work Intelledgement has done goes a long way towards meeting that critical need for our company.”

“It was great the way Intelledgement handled the Flash animation development…the whole process starting with their needs analysis and storyboarding right through to the finished product. The final result not only tells our story but is absolutely stunning!” commented Dave Krauss, Relativity Technologies product manager.

“I demanded a lot from them, and they were very patient and worked hard to meet or exceed all our requirements,” stated Relativity Technologies webmaster, Christine Hoover.

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Relativity Technologies was a leading supplier of legacy modernization solutions. Its solutions and services enable IT organizations to dramatically cut costs associated with maintaining and operating complex mainframe-based legacy systems, improve the efficiency and performance of their mission-critical applications and rapidly integrate key business processes with modern enterprise and Web-based technologies. Founded in 1997 and based in Research Triangle Park, North Carolina, Relativity Technologies was selected as one of Fortune Magazines 2001 Cool Companies and Computerworld’s Top 100 Emerging Companies for 2002. In 2009, Relativity Technologies was acquired by Micro Focus, Ltd. For information, please visit http://www.relativity.com.

Founded in 1999, Intelledgement, LLC is a knowledge management consulting business with extensive experience in the design and development of information collation, organization, and distribution solutions. Intelledgement has helped organizations select and implement marketing information systems, sales tracking systems, pricing configurators, employee intranets, customer extranets and much more. For more information, please visit http://www.intelledgement.com.