Delivering global confidence online: Patni and Motorola

Published 17th October 2008

How Patni delivered savings, expertise and reliability to the online face of a global telecommunications leader.

Highlights of the implementation include:
• 50 per cent cost savings
• Increased reliability and predictability for product launches across the world
• Streamlined processes for support of global projects throughout diverse business units


The client: Motorola

A Fortune 100 company with global presence and sales of US $36.6 billion in 2007, Motorola, Inc. (NYSE: MOT) has been at the forefront of communication innovation for nearly 80 years. Motorola carried the first words from the moon and developed the world’s first handheld portable cellular phone, the DynaTAC (DYNamic Adaptive Total Area Coverage).

Today, Motorola develops a portfolio of technologies, solutions and services including wireless handsets, wireless accessories, digital entertainment devices, wireless access systems, voice and data communications systems and enterprise mobility solutions. With the rapid convergence of fixed and mobile broadband Internet and the growing demand for next-generation mobile communication solutions, Motorola’s mission is to lead the next wave of innovative products that meet the expanding needs of customers around the world.


The strategy – the role of the web

Addressing diverse B2B and B2C audiences, Motorola makes extensive use of the web. Whilst Motorola does not handle direct sales online, it does leverage the internet as a large resource for resellers and end users.

There is an extensive array of literature on the various websites. This ranges from customer support manuals, warranties and terms & conditions to software, interactive training and developer tools.

Since 2004, the production, construction, testing and management of these sites has been in association with international IT services provider Patni. This has developed into a key partnership with Patni plugged directly into the planning and procedures within Motorola. Patni liaises with third parties such as translation services and media agencies, for true global roll out.

Patni’s Role

Patni’s role begins at the initial stages of construction. Following the submission of creative materials from Motorola’s approved partners, Patni starts with the creation or editing of a new site for a specific product. This translates the look and feel of the latest iteration of the Motorola brand into an online technical reality.

Patni’s dedicated team then develop and construct the site. For major launches this may involve the development of dedicated microsites – for example, the launch of new mobile phones, a new range of networking equipment. Alternatively, separate geographies may need dedicated micro-sites on the basis of different product specification or support networks.

Deryk Manuel, Strategic Relationship Manager, Patni explains: “At the global level, content on a website can become critical. The co-ordination and checking of all communication across products, geographies and markets has to be totally correct. This enterprise content management (ECM) is geared to ensuring the international, online face of Motorola is consistent and in line with Motorola’s brand.“

The most dynamic phase of Patni’s involvement is the ongoing, management and analysis of the websites across the Motorola global portfolio. To deliver this analysis, Motorola uses web analytics software from Web Trends. This software measures the nature and behaviour of the audience visiting the Motorola web pages and details of their interaction with website, including E- commerce.

Consistency and cost - the benefits

Delivering these services via an innovative offshore / onshore mix, Patni has been able to deliver cost savings of approximately 50% to Motorola over 12 months. By going beyond the boundaries of IT services and linking directly into the business processes of the website production and analysis, Patni has enabled significant cost efficiencies.

In addition to the cost savings, Patni has delivered other benefits to Motorola. Patni’s evolution of the very processes with which it is involved has led to a far more standardised, reliable service. Projects benefit from improved predictability and Motorola’s planning capability for projects such as project launches has been refined.


Manuel explains: “When you are launching globally available products several times a year, confidence is everything. Confidence that the information will be online, available on the day.
Confidence that your partner will deliver the support materials to your audiences,”

“In 2008 alone, these launches have included: the TCR 1000 TETRA radio in Hong Kong, a global corporate responsibility report, the MOTOROKR E8 mobile phone throughout the United States and Europe, and the global launches of the MOTORAZR² V9 .Keeping on top of all of these is crucial and is based on reliability when planning the various launches.”


Continued evolution – looking to the future
With the ever-growing Motorola portfolio, increased product differentiation and booming interest in accessories, the role of Motorola’s online content is set to grow throughout the global markets in which Motorola operates.

Manuel concludes: “Our approach is based on continually refining and improving the processes around the ECM we deliver to Motorola. Keeping in step with their growth means we can continually deliver reliable, cost effective services across their global online presence. Standing still is simply not an option but it is a challenge we have risen to and we relish delivering against new targets in the coming months.”

ENDS