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Click here to read the introduction
As MIG has expanded to become a group of six operating divisions, so the need to effectively manage the development of products and services across the group, while maximising synergy between the divisions in the group, has become paramount.
DIG-IT caught up with David Glennie, Group Product Director to see how he ensures that the whole business works as a team - and finds out what his roadmap for the future is.
DIG-IT: David, hi, talk us through the newly created role of product director for the group?
David: Hi. My role is to take ultimate responsibility for the strategy and product quality across MIG: I decide what we are going to make and make sure it works.
DIG-IT: Specifically, what does that entail?
David: I have to make sure that we innovate in the right areas, are market leading in what we do and exploit synergy across the business. I also have to develop MIG's product strategy, both within our existing markets and how we expand and develop internationally.
DIG-IT: You mention international expansion of MIG, how are you bringing that about?
David: Many of the products and services we offer are platform based and can be accessed from anywhere in the world - so we are looking at how to expand our international licensing business. Kilrush is a perfect example. It is a mobile web development and building platform that offers a range of easy to use tools to build mobile web services. This can be accessed by anyone, from anywhere, so we are selling licenses to use it to companies all around the world.
DIG-IT: Will it just be for Kilrush?
David: No. We are looking at how to do this for our ad serving platform Mpression, interactive campaign management tool MIDAS and JIGLU our UGC loyalty platform as well.
DIG-IT: And what regions are you targeting?
David: We have been doing this for some time in the US already and are looking to extend it to other countries worldwide. The idea is to increase the contribution made to the business by our licensing, this means putting into place a proper licensing structure. It is a good way to expand our reach and our earnings.
DIG-IT: Alongside this international licensing, what is your roadmap for MIG?
David: There are two main areas really: Developing and exploiting the synergy between the product platforms across the group; and developing products that meet the changing demands and expectations of consumers.
To target the first area I want to look at how, across the group's portfolio of offerings, we can develop "mobile business in a box" for consumers, so that they can pick and choose the parts of what we offer that suit what they want to do. I want to effectively join all our platforms together to offer our customers a really fluid experience.
DIG-IT: And the second point: meeting the changing demands and expectations of consumers?
David: From a consumer point of view the mobile market has changed dramatically, thanks in the main to Apple and Google this year. They have really changed what mobile devices are: now they are multi-faceted tools with some telephony added in and consumers now view the device in their pocket very differently. Now and in the coming years, consumers will demand a joined up, fluid experience that uses all the functions of their devices to give them what they want. We need to look at how our products and services, across the whole group, can be used to offer brands and our clients the ability to exploit this and offer the right services. We are already doing it, but there is a lot more we can do as the market develops.
For more information on David, and other key members of MIG Management Team, please visit http://www.migcan.com/people.php
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