Cadbury nearshores digital development to engage customers online

Cadbury outsourced development work to a supplier based in Eastern Europe when it required the creation and maintenance of a digital platform to support online consumer engagement activities.

Cadbury outsourced development work to a supplier based in Eastern Europe when it required the creation and maintenance of a digital platform to support online consumer engagement activities.

A contract with a nearshore supplier provided the right cost, flexibility and the right environment for Cadbury to work closely with the supplier using agile software techniques.

The company's mini-websites, including online gaming site SpotsvStripes.com, have been created in partnership with Moldova- and Romania-based service provider Endava.

Thomas Beetschen, IS major programme lead at Cadbury, said in 2009 the company decided to step up its digital activity and develop long-term relationships with web users. "We wanted to take it beyond the typical content management system because we needed community management." As part of this the company wanted to personalise its sites for visitors.

Thomas Beetschen said Cadbury's IT department's expertise is in the back office and its digital push required new resources. "We did not have the technology or resources internally to do the work in the digital arena."

He added that it needed resources that could ensure the websites performed all the time regardless of traffic levels, so it required a dedicated team managing live sites.

These facts meant Cadbury was best served using a supplier to develop and support digital activity. "We wanted to find a player with experience in digital development. Our know-how is activity inside the firewall, but a lot of digital activity is outside the firewall.

After looking at various suppliers in different regions, Endava was chosen as a result of a combination of digital development track record, lower cost base than UK suppliers and the fact that it works in the same time zone as the UK, where Cadbury is based.

The proximity was important to support agile development because Endava and Cadbury could be in constant contact during development. Requirements and changes could be immediately communicated. "Any new developments will be done in close collaboration between Cadbury and Endava," said Beetschen.

SpotsvStripes.com has been designed to be expanded through a public programming interface that enables third party developers to produce new games and apps.

About Endava
Endava resulted from a UK IT services firm, Concise, moving to Moldova and acquiring a company across the border in Romania. It has IT support centres in Transylvania.
The company, which has about 700 staff in total and over 500 in Romania and Moldova, offers application development and testing services as well as managed services and IT service desks. It has been in Moldova for 11 years and Romania for six years.
Its service desk staff can speak 14 languages, including English.
The company has set up Endava University to train middle management in Romania and Moldova. The qualification is the equivalent of an MBA.
Endava has a challenge culture and its development staff will tell customers if they think they are wrong.
Five of the world's top banks are customers.

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