The Nikon Learn & Explore website is using HP Autonomy web content management software to deliver customised content to photographers.
According to Nikon, the site provides tips and tricks, instruction and inspiration mapped to users' skill level and experience.
Developed by content consultancy Kanban Solutions, the website enables Nikon to engage more closely with its customers.
The site uses HP TeamSite and HP LiveSite to deliver dynamic, targeted and interactive content to visitors.
“We needed to deliver a dynamic, more personalised and inspiring experience for Nikon consumers seeking photography-specific educational and instructional content,” said David Dentry, senior general manager, customer experience, at Nikon.
“HP Autonomy and Kanban Solutions not only provided this experience, but they delivered a system that significantly improved the behind-the-scenes workflow, and also delivered a channel that actually drives commerce through content,” he said.
TeamSite is a web design took for creating web page content and managing individual workflows. Nikon media assets are stored in HP Media Bin and are integrated with the TeamSite workflow. Integration between media streaming site BrightCove and TeamSite allows content authors to upload instructional videos directly, according to Nikon.
HP acquired Autonomy in 2011 for £7.1bn as part of a failed attempt to offload its PC business. Earlier this year, the UK’s Financial Reporting Council (FRC) began an examination of the accounts of Autonomy, after HP complained the acquisition price had been inflated.