Client background

• Client: US based large semi-conductor company
• Areas of operations: Global
• Total annual revenue: USD 53 billion

Challenges

With hundreds of products across multiple categories, the client needed to refresh the website continually for new product updates that are being rolled out in different markets. This process was being handled in silos by numerous regional teams and multiple vendors. Coordination issues were leading to delays in launches and impacting go to market speed. Brand guidelines were not being adhered to uniformly causing a dilution in brand value. Multiple teams handled different vendors with no standardization in requirements or output.

Solution

Wipro consolidated the entire operation across three geographies China, India and Mexico providing 24/7 support to the client’s regional teams.  Leveraging our strong technical capability we designed the best technical and operational solution for the client. Leveraged engagement model that facilitates 1-to-1 relationship with segment stakeholders and allowed us to process all sorts of publishing requirements subject to business urgency and impact.

Web content publishing

• Content lifecycle management and publishing for entire website comprising over 500,000 pages
• New product launches and promotional announcements across all 5 regions, 22 languages and all product lines

Technology platforms

• Adobe Experience Manager (AEM)
• Clay Tablet for translations
• Workflow management system – Adobe Workfront
• Workflow management system - JIRA
• Adobe DAM

Follow the sun model

• Delivery centres across the globe ensured that the client’s regional teams got support in their timelines
• GEO localization model that allowed faster rollout of content edits across 8-11 locales depending on the segment

Business Impact

• 62% reduction in client’s operational costs over last 10 years
• 150,000 new pages created or updated annually
• More than 47 product launches per year
• 100% adherence to brand guidelines for consecutive quarters resulting in improvement in consistency of content
• Consolidated to 3 shared services centres in Dalian, Mexico and India instead of 14 locations, thereby reducing costs significantly
• Supported over 5 migration projects -published 7,000 pages in a month
• TAT reduction in global rollout and localization of web pages
• Consistently meeting CPM requirements for timeliness YoY, while work volume composition in terms of launches, KTBR and campaigns can vary from time to time
• Prevented 600 site discrepancies annually through stringent Pre-go live QA process
• Internal coordination between multiple shifts to accommodate last minute changes for launches and promotional announcements
• Multiple reporting views and dashboards for managing Day-to-day operations