Reuters And B2B Individuals

I was reading Connected Workforce (which I picked up at CTIA) and there was an interesting chapter by Geert Linnebank, editor-in-chief of Reuters. It is about the way Reuters uses new technology to speed the delivery of its news — the organization has come a long way since it used to throw packages off steam boats in the hopes a passing fisherman would scoop it out of the water and deliver it to the local office.
The part that interested me was that even though Reuters primarily does deals with businesses rather than consumers (that’s changing, but it’s still mainly business) the company is still thinking about personalization. “Traditionally, Reuters has done company-wide deals through a single buyer within an organization. But behind that single buyer are hundreds or thousands of individuals, with different roles within the company, different working habits, different preferences. With mobility, services are becoming more and more personalised. Hence we need to build a relationship with each user or at least each user group, as well as give them a voice and a choice in the way our services are tailored to suit their very own needs and ways of working.” It doesn’t need to attract individuals in this business strategy, but it gives them an edge to cater to the individuals, and this benefit has only increased with mobile phones…and will only increase more as handsets and networks become more advanced…

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