The world we live in gets easily bored and craves novelty. Smart marketers look for new ways to put a twist on old standby marketing and advertising techniques. Marketing through television and radio channels has been done to death and has more nuisance value than anything else as far as the audience is concerned.For marketers seeking new ways and means to expand their reach anywhere their prospects are — the future is here. Smart marketers and advertisers create a personal touch in their ad campaigns. This is one of the reasons why mobile advertising is rapidly increasing in popularity as an effective marketing tool. And the astonishing use of mobile devices leveraged this trend.There are over 1.5 billion mobile phone users worldwide according to the International Telecommunications Union with the highest growth percentage coming from emerging economies like China, Russia and India. The US has about 200 million mobile subscribers. Smart marketers are tapping into the potential to reach their prospects as they’re on the move. Mobile devices are practically a permanent attachment for people under age 34.Mobile Advertising is delivered in a number of formats. Text messaging, mobile internet advertising and mobile radio advertising are some of the common advertising formats. Out of these, text messaging (SMS) is the most widely used format.According to the joint Mobile Advertising Report (MAR) released by Limbo and GfK Technology, text message usage is about 74% in India, 48% in the UK and 22% in the US. Projections predict in the near future mobile internet advertising will surpass text message advertising (FierceWireless).In June 2008, Nokia launched the Nokia Advertising Alliance that aims to make mobile advertising easier for advertisers. This particular program includes services like providing marketing strategies, geographic targeting and related technologies to enhance customer captivation. Now advertisers can work in conjunction with Nokia to expand the coverage of mobile advertising with emerging mobile technologies for more powerful ad promotions.The best part about mobile marketing is mobile devices are more heavily used than traditional PCs. Mobile advertisements are delivered to the customer no matter where they are. Even with these advantages, mobile advertising is still in its “early adopter” stages with a long way to go. The main obstacles are in the form of data tariff structures, handset and mobile internet interactivity and quality of subject matter.Like the early days of the Internet, there are more advertisers than quality content. Add to that an acute lack of tools to assess the performance of mobile ad campaigns. Even though most of these difficulties will be solved in the future, mobile advertising will still face competition from other advertising and marketing methods. Google, Microsoft and Nokia are the prominent players in mobile advertising. The future holds a huge potential in terms of revenues from mobile marketing spend..According to a report released by Informa Telecoms & Media, it is estimated that marketing on mobile will generate USD 1.72 billion in 2008 and will rise to USD 12 billion in 2013. The report also advocates the use of banner ads as an effective tool in mobile advertising. The report highlights the significance of focusing on the long run and not the short term stumbling blocks.Yahoo jumped on the bandwagon in June 2008 when it partnered with Publicis to integrate Publicis mobile advertising agency (PhoneValley) with Yahoo’s mobile developer platform language (Blueprint). The partnership is aimed at developing brands, reaching customers and maximizing sales through new techniques. It also aims to initiate cutting edge advertising strategies in the future.Since the potential market for mobile advertising is huge, a few companies are exploring new horizons and expanding in new territory. For example, Millenial Media Inc., is venturing into Europe, Africa and the Middle East. Millenial develops ads for cell-phones and mobiles. Its CEO Paul Palmieri says “There is a tremendous growth opportunity for advertising on mobile on a global basis, as evidenced by a rich and active mobile direct marketing industry, as well as surging demand from top brand advertisers.”The media industry and brand advertisers are slowly catching on and making use of mobile advertising to increase market penetration. Mobile advertising has added support from applications like ringtones and pictures. Bluetooth advertising is also growing in popularity. Here, a company can advertise its products or services over a fixed area.The three major search engines: Yahoo, Google and Microsoft have already realized the potential and the possibilities of the mobile advertising market. MSN uses banner ads on MSN mobile pages. Earlier MSN’s mobile advertising was confined to countries like France, Japan, Spain and UK. Recently it expanded coverage to include the US. Google also launched mobile image ads. When the cell phone browser is opened these image ads are displayed on the screen. However, the ad size is much smaller as compared to those for web pages. These image ads are connected to a web page and they follow the price-per-click model Google AdWords uses.Advertising on mobile is one of best forms of mass medium advertising. It’s personal, and has a wider reach than any other form of advertising. It’s still early to comment on exactly how big or how successful it will prove to be. However, by all indicators “the future’s so bright you gotta wear shades.”The predictions about the future revenues generated through mobile advertising optimistic. A brand advertiser, a mobile advertising company and the consumer will have different perceptions of mobile marketing. However, advertising on mobile also comes with its fair share of drawbacks. Mobile ads are sometimes viewed as another form of spam and the advertisers as spammers. To resolve this issue, there are programs developed to give subscribers free talk-time for performing certain activities related to viewing ads. As far as the opinions of consumers are concerned, it’s a mixed bag. This is because people are simply not accustomed to being paid to view ads. Even if they are paid to view them, many still view the ads as a nuisance. It doesn’t make sense for the advertiser to pay a consumer to view ads if there are no conversions.
Best in Class Finance Functions For Police Forces
Background
Police funding has risen by £4.8 billion and 77 per cent (39 per cent in real terms) since 1997. However the days where forces have enjoyed such levels of funding are over.
Chief Constables and senior management recognize that the annual cycle of looking for efficiencies year-on-year is not sustainable, and will not address the cash shortfall in years to come.
Facing slower funding growth and real cash deficits in their budgets, the Police Service must adopt innovative strategies which generate the productivity and efficiency gains needed to deliver high quality policing to the public.
The step-change in performance required to meet this challenge will only be achieved if the police service fully embraces effective resource management and makes efficient and productive use of its technology, partnerships and people.
The finance function has an essential role to play in addressing these challenges and supporting Forces’ objectives economically and efficiently.
Challenge
Police Forces tend to nurture a divisional and departmental culture rather than a corporate one, with individual procurement activities that do not exploit economies of scale. This is in part the result of over a decade of devolving functions from the center to the.divisions.
In order to reduce costs, improve efficiency and mitigate against the threat of “top down” mandatory, centrally-driven initiatives, Police Forces need to set up a corporate back office and induce behavioral change. This change must involve compliance with a corporate culture rather than a series of silos running through the organization.
Developing a Best in Class Finance Function
Traditionally finance functions within Police Forces have focused on transactional processing with only limited support for management information and business decision support. With a renewed focus on efficiencies, there is now a pressing need for finance departments to transform in order to add greater value to the force but with minimal costs.
1) Aligning to Force Strategy
As Police Forces need finance to function, it is imperative that finance and operations are closely aligned. This collaboration can be very powerful and help deliver significant improvements to a Force, but in order to achieve this model, there are many barriers to overcome. Finance Directors must look at whether their Force is ready for this collaboration, but more importantly, they must consider whether the Force itself can survive without it.
Finance requires a clear vision that centers around its role as a balanced business partner. However to achieve this vision a huge effort is required from the bottom up to understand the significant complexity in underlying systems and processes and to devise a way forward that can work for that particular organization.
The success of any change management program is dependent on its execution. Change is difficult and costly to execute correctly, and often, Police Forces lack the relevant experience to achieve such change. Although finance directors are required to hold appropriate professional qualifications (as opposed to being former police officers as was the case a few years ago) many have progressed within the Public Sector with limited opportunities for learning from and interaction with best in class methodologies. In addition cultural issues around self-preservation can present barriers to change.
Whilst it is relatively easy to get the message of finance transformation across, securing commitment to embark on bold change can be tough. Business cases often lack the quality required to drive through change and even where they are of exceptional quality senior police officers often lack the commercial awareness to trust them.
2) Supporting Force Decisions
Many Finance Directors are keen to develop their finance functions. The challenge they face is convincing the rest of the Force that the finance function can add value – by devoting more time and effort to financial analysis and providing senior management with the tools to understand the financial implications of major strategic decisions.
Maintaining Financial Controls and Managing Risk
Sarbanes Oxley, International Financial Reporting Standards (IFRS), Basel II and Individual Capital Assessments (ICA) have all put financial controls and reporting under the spotlight in the private sector. This in turn is increasing the spotlight on financial controls in the public sector.
A ‘Best in Class’ Police Force finance function will not just have the minimum controls to meet the regulatory requirements but will evaluate how the legislation and regulations that the finance function are required to comply with, can be leveraged to provide value to the organization. Providing strategic information that will enable the force to meet its objectives is a key task for a leading finance function.
3) Value to the Force
The drive for development over the last decade or so, has moved decision making to the Divisions and has led to an increase in costs in the finance function. Through utilizing a number of initiatives in a program of transformation, a Force can leverage up to 40% of savings on the cost of finance together with improving the responsiveness of finance teams and the quality of financial information. These initiatives include:
Centralization
By centralizing the finance function, a Police Force can create centers of excellence where industry best practice can be developed and shared. This will not only re-empower the department, creating greater independence and objectivity in assessing projects and performance, but also lead to more consistent management information and a higher degree of control. A Police Force can also develop a business partner group to act as strategic liaisons to departments and divisions. The business partners would, for example, advise on how the departmental and divisional commanders can meet the budget in future months instead of merely advising that the budget has been missed for the previous month.
With the mundane number crunching being performed in a shared service center, finance professionals will find they now have time to act as business partners to divisions and departments and focus on the strategic issues.
The cultural impact on the departments and divisional commanders should not be underestimated. Commanders will be concerned that:
o Their budgets will be centralized
o Workloads would increase
o There will be limited access to finance individuals
o There will not be on site support
However, if the centralized shared service center is designed appropriately none of the above should apply. In fact from centralization under a best practice model, leaders should accrue the following benefits:
o Strategic advice provided by business partners
o Increased flexibility
o Improved management information
o Faster transactions
o Reduced number of unresolved queries
o Greater clarity on service and cost of provision
o Forum for finance to be strategically aligned to the needs of the Force
A Force that moves from a de-centralized to a centralized system should try and ensure that the finance function does not lose touch with the Chief Constable and Divisional Commanders. Forces need to have a robust business case for finance transformation combined with a governance structure that spans operational, tactical and strategic requirements. There is a risk that potential benefits of implementing such a change may not be realized if the program is not carefully managed. Investment is needed to create a successful centralized finance function. Typically the future potential benefits of greater visibility and control, consistent processes, standardized management information, economies of scale, long-term cost savings and an empowered group of proud finance professionals, should outweigh those initial costs.
To reduce the commercial, operational and capability risks, the finance functions can be completely outsourced or partially outsourced to third parties. This will provide guaranteed cost benefits and may provide the opportunity to leverage relationships with vendors that provide best practice processes.
Process Efficiencies
Typically for Police Forces the focus on development has developed a silo based culture with disparate processes. As a result significant opportunities exist for standardization and simplification of processes which provide scalability, reduce manual effort and deliver business benefit. From simply rationalizing processes, a force can typically accrue a 40% reduction in the number of processes. An example of this is the use of electronic bank statements instead of using the manual bank statement for bank reconciliation and accounts receivable processes. This would save considerable effort that is involved in analyzing the data, moving the data onto different spreadsheet and inputting the data into the financial systems.
Organizations that possess a silo operating model tend to have significant inefficiencies and duplication in their processes, for example in HR and Payroll. This is largely due to the teams involved meeting their own goals but not aligning to the corporate objectives of an organization. Police Forces have a number of independent teams that are reliant on one another for data with finance in departments, divisions and headquarters sending and receiving information from each other as well as from the rest of the Force. The silo model leads to ineffective data being received by the teams that then have to carry out additional work to obtain the information required.
Whilst the argument for development has been well made in the context of moving decision making closer to operational service delivery, the added cost in terms of resources, duplication and misaligned processes has rarely featured in the debate. In the current financial climate these costs need to be recognized.
Culture
Within transactional processes, a leading finance function will set up targets for staff members on a daily basis. This target setting is an element of the metric based culture that leading finance functions develop. If the appropriate metrics of productivity and quality are applied and when these targets are challenging but not impossible, this is proven to result in improvements to productivity and quality.
A ‘Best in Class’ finance function in Police Forces will have a service focused culture, with the primary objectives of providing a high level of satisfaction for its customers (departments, divisions, employees & suppliers). A ‘Best in Class’ finance function will measure customer satisfaction on a timely basis through a metric based approach. This will be combined with a team wide focus on process improvement, with process owners, that will not necessarily be the team leads, owning force-wide improvement to each of the finance processes.
Organizational Improvements
Organizational structures within Police Forces are typically made up of supervisors leading teams of one to four team members. Through centralizing and consolidating the finance function, an opportunity exists to increase the span of control to best practice levels of 6 to 8 team members to one team lead / supervisor. By adjusting the organizational structure and increasing the span of control, Police Forces can accrue significant cashable benefit from a reduction in the number of team leads and team leads can accrue better management experience from managing larger teams.
Technology Enabled Improvements
There are a significant number of technology improvements that a Police Force could implement to help develop a ‘Best in Class’ finance function.
These include:
A) Scanning and workflow
Through adopting a scanning and workflow solution to replace manual processes, improved visibility, transparency and efficiencies can be reaped.
B) Call logging, tracking and workflow tool
Police Forces generally have a number of individuals responding to internal and supplier queries. These queries are neither logged nor tracked. The consequence of this is dual:
o Queries consume considerable effort within a particular finance team. There is a high risk of duplicated effort from the lack of logging of queries. For example, a query could be responded to for 30 minutes by person A in the finance team. Due to this query not being logged, if the individual that raised the query called up again and spoke to a different person then just for one additional question, this could take up to 20 minutes to ensure that the background was appropriately explained.
o Queries can have numerous interfaces with the business. An unresolved query can be responded against by up to four separate teams with considerable delay in providing a clear answer for the supplier.
The implementation of a call logging, tracking and workflow tool to document, measure and close internal and supplier queries combined with the set up of a central queries team, would significantly reduce the effort involved in responding to queries within the finance departments and divisions, as well as within the actual divisions and departments, and procurement.
C) Database solution
Throughout finance departments there are a significant number of spreadsheets utilized prior to input into the financial system. There is a tendency to transfer information manually from one spreadsheet to another to meet the needs of different teams.
Replacing the spreadsheets with a database solution would rationalize the number of inputs and lead to effort savings for the front line Police Officers as well as Police Staff.
D) Customize reports
In obtaining management information from the financial systems, police staff run a series of reports, import these into excel, use lookups to match the data and implement pivots to illustrate the data as required. There is significant manual effort that is involved in carrying out this work. Through customizing reports the outputs from the financial system can be set up to provide the data in the formats required through the click of a button. This would have the benefit of reduced effort and improved motivation for team members that previously carried out these mundane tasks.
In designing, procuring and implementing new technology enabling tools, a Police Force will face a number of challenges including investment approval; IT capacity; capability; and procurement.
These challenges can be mitigated through partnering with a third party service company with whom the investment can be shared, the skills can be provided and the procurement cycle can be minimized.
Conclusion
It is clear that cultural, process and technology change is required if police forces are to deliver both sustainable efficiencies and high quality services. In an environment where for the first time forces face real cash deficits and face having to reduce police officer and support staff numbers whilst maintaining current performance levels the current finance delivery models requires new thinking.
While there a number of barriers to be overcome in achieving a best in class finance function, it won’t be long before such a decision becomes mandatory. Those who are ahead of the curve will inevitably find themselves in a stronger position.
Internet Pharmacy – An Ideal Platform For Drug Purchase
Getting the prescribed medicines from a nearby community drugstore had long been the only option for us. But now, Internet pharmacies have become a far better alternative. Internet pharmacies go a long way in meeting patient’s demands than what the traditional pharmacies could. A good online pharmacy entitles us to a host of benefits and services that the age-old community drugstores are incapable of providing in the near future. Online pharmacies outclass the traditional ones on more than a single ground.A lot of patients suffer from ailments that they do not wish to make public. It could even be embarrassing for some to publicly buy such drugs at a community drugstore. Conversely, they can buy similar drugs through an Internet pharmacy. The ordering process is easy, secure and confidential. No need to go out of the house to queue up near a drugstore; just fill in the online order form available in the internet pharmacy’s website and wait for the drug to be delivered right at your doorsteps.Most of us have a busy lifestyle. We need to take some time out for activities that are not a part of our daily routine. To get the drugs from a nearby drugstore, we need to find time to go out and buy them. Furthermore, there are patients who are too weak to move out. Such patients need to depend on others’ help to procure drugs from the nearest store. An Internet pharmacy, on the other hand, not only save our time but also reduces the effort needed to go to a drugstore. Whether at home, office, or anywhere else, all we need is to login to an online pharmacy website and place an order.The cost of medicines is an essential point of consideration for the patients. Online pharmacies offer drugs at a far cheaper rate than that of the traditional ones. The difference in price is due to the high overhead costs incurred by the community drugstores. Conversely, an online pharmacy does not have similar magnitude of infrastructure or operational costs. Furthermore, online pharmacies operating from Canada offer attractive discounts as compared to others. This is due to the price regulations of prescription medicines by the Canadian government. Such discounts can be as high as 70%!Safety, security, confidentiality, low prices and good product quality is what drives most patients to login to an online pharmacy. However patients should be careful to check out the legitimacy of the pharmacy. Internet pharmacies have become a booming business and a lot of people try to cash in this opportunity by promising the best and offering the worst. Legal online pharmacies are authorized by an external authoritative agency. Most legitimate Internet pharmacies provide a link to such an agency in support of their authenticity. People should check out for such links. Apart from that, it is always better to stay away from pharmacies that have broken links and look badly managed. Such pharmacies, in all probability, are the ones to stay away from. Online Canadian drug pharmacies are truly the best place to order medicines from; however, just do a bit of research beforehand to crosscheck its legitimacy.