eBusiness Building: Heidelberger Druckmaschinen AG and iq! form Digital Unit “HDU” as Joint Venture

eBusiness Building: Heidelberger Druckmaschinen AG and iq! form Digital Unit “HDU” as Joint Venture
29.09.2018 Rainer Wiedmann

eBusiness Building: Heidelberger Druckmaschinen AG and iq! form Joint Venture HDU

Heidelberger Druckmaschinen AG and iq! deepen their successful cooperation by concentrating all digital marketing & sales forces in the new Joint Venture HDU (“Heidelberg Digital Unit”). The new unit is responsible for creating a seamless and powerful customer journey across all contact points.

iq! founder and Managing Partner Rainer Wiedmann serves as interim CEO of HDU and interim CMO of Heidelberg Group. Furthermore, iq! provides e-commerce, lead management and big data know-how and facilitates the access to digital experts and talent. HDU lifts the digital activities of Heidelberger Druckmaschinen AG on a completely new level in order to become the leading digital ecosystem of the industry.

Dr. Ulrich Hermann, member of the management board and Chief Digital Officer at Heidelberger Druckmaschinen AG
Source: YouTube

eBusiness Building: HDU by Heidelberger Druckmaschinen AG and iq!

Manufacturing companies across all industries face a lot of pressure to digitize marketing, sales, production, products and processes. Digital restructering often takes place all over the company in a lot of different departments. Heidelberger Druckmaschinen AG took a decisive step to accelerate the digitization process and transfered all relevant marketing, digital sales, lead management and adherent IT functions to the new unit HDU (see full press release here).

Digital specialist iq! was taken on board to gain momentum even faster and to combine existing internal digital expertise with external expertise. HDU is located in Heidelberg, close to the corporate headquarter in order to profit both from a start-up character as well as close contact with the rest of the company.

Strong growth objectives are tied to an omnichannel customer journey and sales funnel. HDU wants to build the number one digital ecosystem in the printmedia industry. Existing innovations like the first subscription model in printing are going to be supported by state-of-the-art marketing and e-commerce systems. New value added services based on the data available from digital presses will complement the digital service portfolio.

HDU CEO Rainer Wiedmann explains: “HDU is all about creating added value based on permanence, consistency and relevance. It’s not simply a case of registering a large number of nominal users in the system, but of having as many active users as possible. As I see it, content, function, coverage and interaction are the key to success.”
Read more in an in-depth interview in which Rainer Wiedmann states why and how HDU is pushing the digital customer interface with such vigour.

eBusiness Building: iq! Framework

The team of iq! is building eBusinesses for more than two decades now and accompanied dozens of companies from different backgrounds to advance in digital fields. This experience led the pilars of an eBusiness building framework:

how to digitize a company

  • “BASE – GROW – BOOST”: Cover the digital basics first and build a strong digital marketing and sales groundwork before growly more digital business. Read more in the iq! blog post “Many companies lack the digital basics“.
  • DIGITAL TRANSFORMATION throughout the whole company: Unify the digital forces under a separate roof in order to build digital business fast, but ensure a strong connection to headquarter and support change management there. As an example, HDU is carrying out a digital roadshow (“Growth Hacking Tour”) through major markets of Heidelberger Druckmaschinen AG in order to push digital projects through the company. Read more in the iq! blog post “How to digitize a company“.
  • BUILD A LEADING ECOSYSTEM with strong partners: Backed by a strong digital organization, the build-up and maintenance of a successful digital ecosystem is possible.


Heidelberger Druckmaschinen AG and iq! take a big leap to grow the digital business by beiing the digital unit HDU. Omnichannel marketing and sales efforts are being optimized and new digital offers are developed.






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