A changing client structure simplifies scalable services
Cision’s 30,000 clients can be found in practically every industry, among local and international companies, PR agencies, public sector agencies and organizations. No single client accounts for more than one percent of total revenue.
Today most of Cision’s services are purchased by information and communications departments and consultants. As the strategic value of corporate reputations grows, the decisions to work with Cision are being made higher up in these organizations. Cision is meeting the rising demand for sophisticated decision guidance with detailed analysis services. These services also underscore the impact of communication on businesses: “information owners are business winners.”
The CisionPoint service platform is a powerful, scalable tool that provides
clients with a fully integrated, flexible digital solution adaptable to various users.
A fragmented market with strong growth segments
Cision’s market in the Nordic region, the rest of Europe and North America was estimated at SEK 10 million in 2007. Growth is estimated at 5 to 7 percent. The market is fragmenting in pace with technological developments, with significant differences in growth rates by segment. For example, global Internet use has increased by over 20 percent per year since 2000, while print media are stagnating.
Geographical demand also varies widely. Emerging markets such as Brazil, Russia, India and China as well as other countries in Eastern Europe and Asia are generating rapid growth. With its global presence, Cision is well-positioned to benefit from this trend. This position is supported by growing demand from global clients for scalable services with an international overview.
Cision’s unique position relative to the competition
Many small, specialized players work locally and nationally, often limited to one or more of Cision’s service segments. A few larger companies operate on an international scale, but do not cover Cision’s entire range of services. They therefore have a hard time competing with Cision’s solutions for international clients in global environments. Barriers to entry are high, with tough demands on availability, technological sophistication and modifications to satisfy clients’ needs and behaviors.
International clients are a growth area
International clients with global operations are clearly a growth area for Cision. Extensive experience and an established structure to manage international clients, coupled with its large client base, uniquely position Cision in this growing segment. These factors are also significant barriers to entry for the competition. Assignments for international clients tend to stretch over long periods and entail large sums of money. Cision’s international clients are served by sale officies in London, Amsterdam and Hong Kong and by special production units in Europe, North America and Asia.
Client surveys for client-driven development
Cision’s client relationships are often long-standing and distinguished by close contacts between the client’s organization and Cision’s representatives. They are often put to the test in demanding situations and activities round-the-clock, where accurate, timely communication is of direct, businesscritical value. To strengthen these relationships, Cision periodically surveys its clients on its image and the quality of its services as well as the friendliness of its staff.
Client surveys are an important tool in Cision’s efforts to continually improve its offering. They are essential to innovative, client-driven service development.