NTT Group : Missing voices

A fresh feature looks old-fashioned in a wider context.

The Site

NTT Group, Japan’s major telecommunications company, neglects technology that could enhance a reporting feature.

NTT Group highlights a Roundtable ‘special feature’ in the landing page of its CSR (corporate social responsibility) section on the English- and Japanese-versions of its site. The feature is a standalone sub-section based on an executive discussion of “a group-wide approach to CSR activities”. Its introduction page shows a formal photograph of nine executives seated around a meeting room table and is augmented by three themed pages that open from the left navigation menu.

Each theme is based on a question-and-answer format, with the various individuals responding pictured and credited in the right-hand column. There are no downloadable transcripts, print or sharing options, or related audio or video content. The presentation is the same on both versions of the site.

The Takeaway

NTT’s Roundtable has the makings of a really innovative feature and in terms of content is already there. Few companies identify individual executives involved with CSR strategy and management or seek to associate them with issues and viewpoints. Although the meeting-room photograph reflects the staged and somewhat awkward nature of the format, it’s an approachable way of putting across the group’s positions and underlining senior-level engagement.

But while this might still be remarkable in the field of CSR reporting it looks decidedly old-fashioned in terms of exploiting the online medium to amplify its message. Missing are web site staples such as a print facility or downloadable transcripts, along with others such as e-mail and sharing options like Digg and Delicious that are gaining wide currency. Just as surprising for a technology company is the absence of any audio or video takes on the Roundtable even on the Japanese site. NTTDoCoMo, a major group company, offers on-demand Japanese and English videos of its latest earnings presentation on its site. Someone should open up a line of communication between it and its parent.

First published on 13 August, 2009