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Kodak's Aaron Tavakoli on their evolving integrated campaign management workflow

Published on July 15, 2011

Unified Workflow Product Manager Aaron Tavakoli discusses the strategy change to Kodak's ICM from a standalone product to a suite of services that customers need.

Cary Sherburne:  Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and I’m here with Aaron Tavakoli who is Unified Workflow Product Manager for Kodak.  Now I’ve been interested in your integrated campaign management solution for quite a long time and I you know, Surge is just a brilliant, brilliant person and knows all about that data and… 

Aaron Tavakoli:  He is.  

Cary:  data management and data mining and all of that.  But I understand that you were selling it as a sort of stand alone product and you changed your strategy around, around ICM, you know.  

Aaron:  That’s right, I mean, we’ve really evolved our go to market plan with that product and it was through a combination of things, but fundamentally what we realized, with a lot of organizations that are looking to take on those level of capabilities, such that we were offering with the original ICM product, the Integrated Campaign Management Solution, those customers that are looking to take on those capabilities really need, in addition to technology, they really need a host of services to go along with that.  And of course, we are in a position of providing those services and as a natural evolution, what we felt was… our customers were looking for is the idea that we provide the technology and the service together packaged and give them the options to essentially engage us as a partner, help transition and help them migrate into that space to take on more of those capabilities, data analytics, some of the things you talked about.  And then as a part of that service, we would use the technology that we had created.  

Cary:  So is it hosted in the cloud then or is it…?  

Aaron:  It can co-located.  It depends on, you know, so much of that is dependent on the specific requirements of the customers we’re working with.  We have some large printer/publisher clients, for example, we’re working with these Managed Campaign Services and we’re helping in turn their customers, a large multi-national, talk to their user base, to their install base.  And what they’re looking for in their situation is of course security, that’s paramount as it is for a lot of people today and at the same time; they’re looking to look within the framework and the IT infrastructure that their customers developed.  And so sometimes it’s onsite, sometimes it’s hosted, sometimes it resides with the customers. And that’s the beauty of this.  

Cary:  Yeah, and now that… in the beginning, you had to be an in site user to be able to use this, is that still the case?  

Aaron:  Well, fundamentally it was an inside product.  It isn’t the case at all.  You can… 

Cary:  Okay, so it’s a sort of… 

Aaron:  You could theoretically have no Kodak technology.  No other Kodak technology and take advantage of these services.  And you know, you were talking about Surge earlier, and now what this has really enabled us to do is take Surge and the team around him and his colleagues and leverage their true strength, which is, as you are aware, interfacing with the customers in many cases, analyzing workflows and then putting together a solution that specifically address that need.  And now the technology is just a component of that.  The tools they use, you know, may be different for each case.  In some cases we’re using web to print technology as a delivery platform and then at the back end we’re using campaign management technology to manage processes and sometimes we’re using just campaign management or analytics technology.  

Cary:  That’s interesting.  So people can get more information I suppose by visiting your website.  

Aaron:  Absolutely.  Absolutely. 

Cary:  Good.   HYPERLINK "http://www.Kodak.com" www.Kodak.com.  

Aaron:  Thanks.  

Cary:  Thank you.  

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