Contentserv developed a web-based platform for the comprehensive personalization of product content that automatically adapts product information to consumers, their environment, and the channels they use. For instance: Is a potential buyer a man or a woman? Do they live in the city or the country? Alone or in a relationship? Are they a "millennial"? do they use a mobile phone or a laptop for shopping? Questions like these are highly relevant to the success of product sales, especially now that so much shopping is done practically anonymously over the Internet.

Around 200 developers, or about half of all employees of the globally expanding Contentserv Group, are working on the further enhancement of this system. Numerous brand manufacturers and retailers currently use the solution. The two-time top innovator sees further potential for development: "We are investing massively in artificial intelligence and machine learning systems. This is the path we will be taking for the next three to four years", explains Managing Director Holger Schneider.

However, this Product Experience Platform, which is also offered as "Software as a Service", can do much more: It also standardizes and consolidates internal product information while reducing content costs by up to 50 percent. "We offer a strategically oriented Product Information Management (PIM) solution that allows all product data to be collected at a central location, enriched as required and distributed worldwide – 100 percent up-to-date and always available," explains Managing Director Manuel Dirnhofer.

About TOP 100: the contest

Since 1993, compamedia has been awarding the TOP 100 seal of approval for particular innovative strength and above-average innovation success to SMEs. Since 2002, the scientific direction has been in the hands of Prof. Dr. Nikolaus Franke. Franke is the founder and chairman of the Institute for Entrepreneurship and Innovation at the Vienna University of Economics and Business Administration. The mentor for the TOP 100 is the science journalist Ranga Yogeshwar. The Fraunhofer Society for the Promotion of Applied Research and BVMW are the project partners. Media partners include manager magazine, impulse, and W&V accompany. More information is available at www.top100.de.