In a world of digital disruption, how ready are Swiss companies to face the digital challenge? Accenture assessed the digital maturity of the largest Swiss companies and industries and offers insights into how to seize the digital opportunity.

1. Summer 2015
Digital Index Switzerland 2015

2. Agenda
Copyright © 2015 Accenture All rights reserved. 2
1. A Digital Economy
2. Methodology
3. Insights
4. Takeaways

3. • Create a benchmark in a new
and dynamic market
environment
• Create awareness for the need
of digital transformation
• Give insight in the latest trends
and what behavior
• We are right at the start of a new wave in Technology, which
will have as much impact on organizations in the next 5
years as it has had in the last 20 years
• Second, there is a large amount of Digital technologies that
is reaching the maturity stage such as wearables, virtual
reality, drones, video analytics and connected devices
• Third, competition is fierce, from the ‘new’ blue-chip giants
like Amazon or Google but also startups
The highest rewards of successful digitalization
comes from its disruptive force to open new
markets, bind customers, while gaining
operational efficiencies and cost reductions.
Why this research?
Copyright © 2015 Accenture All rights reserved.
Goal of a Digital Index Need for Digital
Reward of Digital
3

4. Accenture Technology Vision as a Foundation
Copyright © 2015 Accenture All rights reserved. 4
Accenture Technology Vision:
• Pioneering enterprise do far more than flexing their digital muscles,
they are fundamentally changing the way they are looking at
themselves and their industry/competition
• They shift from “me” to “we” and use the broader digital ecosystem to
place bets on a grand scale
In 2015 Uber, the world largest taxi
company owns no vehicles, Facebook the
world’s most popular media owner creates
no content, Alibaba, the most valuable
retailer has no inventory and Airbnb the
world’s largest accommodation provider
owns no real estate*
*Sources: Tom Goodwin – ‘The Battle is for the customer interface’
http://www.novartis.com/newsroom/media-releases/en/2015/1885893.shtml
• Novartis Pharmaceuticals
announces a joint investment
company with Qualcomm, leading
innovation in digital medicines for
physicians and patients
• Novartis establishing a joint
investment company with
Qualcomm Incorporated, of up to
USD 100 million, leading
innovation in digital medicines for
physicians and patients
• Digital technologies can optimize
the value of innovative medicines
by providing integrated solutions for
physicians and patients and
advancing the practice of medicine*
Uber
Facebook
Alibaba
Airbnb
Novartis

5. Copyright © 2015 Accenture All rights reserved. 5
Digitize
Distribution & Marketing
Digitalize
the Business
Digitize
Operations
Transformation
Digitalize
The process for turning digitized
resources into new sources of
revenue, growth and operational
results that generate a business
premium
Digitize
Applying technology to resources.
A digitally-enables sales force is
an example of incremental digital
improvement
External Focus
Internal Focus
Digitalizing means transforming the business

6. Four enabling
conditions:
 Business
commons
 Take-off
factors
 Transfer
factors
 Innovation
dynamo
0
10
20
30
40
50
60
70
80
90
100
UnitedStates
Switzerland
Finland
Sweden
Norway
Netherlands
Denmark
UnitedKingdom
Japan
Germany
Australia
SouthKorea
Canada
China
France
Spain
Brazil
Italy
India
Russia
Switzerland's digital readiness is no excuse
Copyright © 2015 Accenture All rights reserved. 6
National Absorptive Capacity
• Countries ability weave
innovations into their
“National
absorptive
capacity” (NAC)
Digital Evolution Index
• Identify how a group of
countries stack up against
each other in terms of
readiness for a digital
economy
Four Drivers
 Supply-side factors
 Demand-side factors
 Innovations
 Institutions
Studies about the enabling conditions for Digital at a country level
*Sources: Harvard Business Review 2.2015 – ‘Where the Digital Economy is Moving’
Accenture Research – ‘The Growth Game Changer’

7. Agenda
Copyright © 2015 Accenture All rights reserved. 7
1. A Digital Economy
2. Methodology
3. Insights
4. Takeaways

8. Copyright © 2015 Accenture All rights reserved. 8
101 Swiss companies were chosen to investigate their
progress on the digital agenda
Sample Selection for Digital Index Switzerland
Chemicals
Construction
Consumer Goods
Electronics & High Tech
Engineering
IT & Communication
Logistics & Transport
Media & Entertainment
Pharma & Healthcare
Resources
Retail
Services
Utilities
Banking
Insurance
Financial
Indicators available
No major M&A
Main Headquarter
in Switzerland
Sample includes:
36 Growth Champions:
26 cross-industry; 7 banks;
3 insurances
All eligible current ACN
Clients + Prospects
A Control Group of Non-
Growth Champions
Growth Champions perform above
the average of their industry peers
and the entire sample in terms of
profitable growth
Top 500 Industry Sample Top 500 Eligibility passed Sample Digital Index (n= 101)

9. Copyright © 2015 Accenture All rights reserved. 9
Progress was measured with the Digital Index, that serves as
outside-in view to assess the digital readiness of companies
Digitalization Index – Structure and Calculation.
Digitalization Index Ø
Digital Strategy Digital Servicing Digital Enablement
Trend
Objective
Interaction
Sales functionality
Service functionality
Operations & Processes
Resources &
Organization
Workflow
Ø Ø Ø
Ø
Criteria Score
Dimension
Products & Solutions
Services
Sources: Publicly available sources like annual reports, investor relations documents, company webpage, industry magazines and web searches
Scoring range 1-4 (0.5 steps possible); 4= strongly digitized, 3=to some extent digitized , 2=to a little extent digitized, 1= no evidence of digitization;
all averages (Ø) calculated as unweighted averages

10. Methodology
Copyright © 2015 Accenture All rights reserved. 10
Framework: Scale from 1 – 4 for each criteria
Dimension Criteria Explanation
Digitalization Strategy
Trend Extent to which the company's strategy reflects "digital" as a relevant industry trend
Objective Extent to which the company's strategic objectives reflect "digital”
Digitalization Servicing
Product & Solutions Extent to which the company offers intelligent/ smart/ digitalized products/solutions
Services Extent to which the company offers client-facing internet-based services
Interaction
Extent to which the company offers digital interaction functionalities (e.g. online feedback, social
community pages like Facebook or Twitter…)
Sales functionality Extent to which the company offers client-facing sales/order specific digital functionalities
Service functionality
Extent to which the company offers client-facing, service specific digital/online functionalities
(e.g. delivery tracking, after-sales services)
Digitalization Enablement
Operations &
Processes
Extent to which "digital" is referred to in context of the company's internal processes, programs,
initiatives and the like
Resources &
Organization
Extent to which the company leverages digitally powered resources (e.g. big data/analytics
department, software engineering centers…)
Workflow
Extent to which the company applies "digital" to organizing and perform its daily operations (e.g.
virtual teams, video conferencing, social intra-networks...)

11. Copyright © 2015 Accenture All rights reserved. 11
Progress was measured with the Digital Index, that serves as
outside-in view to assess the digital readiness of companies
Digitalization Index – Structure and Calculation.
Digitalization Index Ø
Digital Strategy Digital Servicing Digital Enablement
Trend
Objective
Interaction
Sales functionality
Service functionality
Operations & Processes
Resources &
Organization
Workflow
Ø Ø Ø
Ø
Criteria Score
Dimension
Products & Solution
Service
Sources: Publicly available sources like annual reports, investor relations documents, company webpage, industry magazines and web searches
Scoring range 1-4 (0.5 steps possible); 4= strongly digitized, 3=to some extent digitized , 2=to a little extent digitized, 1= no evidence of digitization;
all averages (Ø) calculated as unweighted averages

12. Methodology
Copyright © 2015 Accenture All rights reserved. 12
Framework: Scale from 1 – 4 for each criterion
Dimension Criteria Explanation
Digitalization Strategy
Trend Extent to which the company's strategy reflects "digital" as a relevant industry trend
Objective Extent to which the company's strategic objectives reflect "digital”
Digitalization Servicing
Product & Solution Extent to which the company offers intelligent/ smart/ digitalized products/solutions
Service Extent to which the company offers client-facing internet-based services
Interaction
Extent to which the company offers digital interaction functionalities (e.g. online feedback, social
community pages like Facebook or Twitter…)
Sales functionality Extent to which the company offers client-facing sales/order specific digital functionalities
Service functionality
Extent to which the company offers client-facing, service specific digital/online functionalities
(e.g. delivery tracking, after-sales services)
Digitalization Enablement
Operations &
Processes
Extent to which "digital" is referred to in context of the company's internal processes, programs,
initiatives and the like
Resources &
Organization
Extent to which the company leverages digitally powered resources (e.g. big data/analytics
department, software engineering centers…)
Workflow
Extent to which the company applies "digital" to organizing and perform its daily operations (e.g.
virtual teams, video conferencing, social intra-networks...)

13. 13
Research
Template
Criteria Sub- Criteria Factors / Benchmarks
3.
Interaction
Digital Customer
Interaction
Online
Newsletter (personalized & non-personalized)
Call-back-Button
Appointment Requester (with client advisor)
Online Chat
Co-Browsing
Video chat
Social Media (Facebook, Twitter, Youtube)
Personalized Online Portal
Anytime /
Anywhere
Multichannel Coverage (Smartphone, Tablet)
Location based Services & Offerings (Geo-
location)



Product configurator (personalization) / custom-made products
Exclusive Online Offerings
Service
Newsletter (personalized & non-personalized)
Call-back-Button
Appointment Requester (with sales staff)
Online Chat
Videotelephonie/Advisory
Avatar (Digital Advisor)
Product Co-creation (Invite customer into product development)
Social Media (Facebook, Twitter, Youtube)
Mobile Webpage (Smartphone, Tablet)
Apps for Mobile Devices (Smartphone, Tablet)
Location based Services & Offerings (Geotargeting)
Integration of 3rd Party Providers
eCommerce (eShop/ eCatalogue)
mCommerce
Next Best Product (product recommendations, personalised
advertisments, concrete offers)
Rebuy Opportunities for ending products (One-Click)
Store locater/ finder (online/ offline)
Gamification (e.g. online simulation games)
Customer loyalty programs
QR Codes to provide product information
Digital Displays
Virtual fitting rooms
Advisory Tools
Modular online pricing
Individual eCoupons (via QR-Codes)
Payment-Codes - QR Code & Scanning
Mobile Payment / Google wallet (NFC)
Online delivery (Same day delivery)
Click & Collect / click-and-collect
Track & Trace (via GPS)
Online contact/ service request form (usage of Channels defined
under "Interaction")
Login area for Data Administration (e.g. Personal Settings)
Tutorials / User Manuals
FAQ
Support communities / crowd sourcing (for service requests)
Online Return Center
Online Complaint Managment
360° customer view (data mining)
Real-time analytics
Behavioural marketing (predictive analytics, predictive marketing,
big data marketing)
Digital processes and automation
Open innovation
Digital Supply Chain (e-supply chain)
B2B Trading Platforms (procurement platform / (Supplier portal
platform)
Information Stream (between store and online channels)
Mobile POS devices / Ipads
Digital Department (big data/analytics department, software
engineering centers)
Digital Expert Groups
Social collaboration
Internal Social Media Tools (e.g. Yammer)
Internal Collaboration Tools (e.g. Lync, video conferencing)
Virtual Teams
eKanban (Automatisiertes Materialnachschub Steuerungssystem;
RFID)
Sales functionality
Service functionality
Operations & Processes
Resources &
Organization
Workflow
Attention/ Information (Online
and Offline)
Advice/ Personalisation
Product & solution
Interaction
Transaction/ Payment
Fulfillment
Digital Customer Interaction/
Communication
Anytime - Anywhere /
Eco System
After Sales Services / Support

Example
To ensure consistency and comparability, the research approach has
been standardized and tailored to industries
Research Approach
52 cross-industry
Digital Factors +
Industry-specific
adaptations (e.g. Banking 37
Factors)
Consistent and comparable
baseline within and across
industries
=

14. Copyright © 2015 Accenture All rights reserved. 14
Company Name
Swisscom AG
Evaluation range
1 = largely digitized
2 = partially digitized
3 = little digitization
4 = to no extentDate
18.10.14
Short Description Swisscom AG is a holding company which offers telecommunication services. The Residential Customers
division provides broadband Internet access, serves Swisscom television subscribers and also combines
telephone, data traffic, handset sales and directories. The Small and Medium-Sized Enterprises division
offers fixed-line and mobile communications, Internet and data services, as well as maintenance of
Information Technology infrastructures. The Corporate Business focuses on hosting, security services
and network integration. The Wholesale division offers wholesale services. The Network & IT builds and
maintains the Company's nationwide fixed network and mobile communications infrastructure.
Area Subarea Topic Evaluation
range
Evidences / Highlight examples Preferred research source
Digital Strategy
Trend Extent to which the company's strategy reflects "digital" as a
relevant industry trend
1,0*As Swisscom acknowledges 3 major trends (Everything always on, IP-based telecommunications, global competition) their strategy indirectly reflects digitization as a whole by imposing to
create the best infrastructure for safer and quicker internet access, which is available from everywhere and anywhere (within Switzerland) [ex. Swisscom's LTE is available for 85% of the
Swiss population, numbers are increasing]
*Swisscom's guiding principle is being a trustworthy companion in the digital world
*Annual Report 2013, p.35f, 2014
*Annual Report 2013, p.36, 2014
Objective Extent to which the company's strategic objectives reflect "digital" 1,0*As Swisscom plans and keeps investing in the Swiss infrastructure of the mobile phone network, the cable network and the fibre-optic network, it seems feasible to claim that they're
adhering a straightforward digitization of the Swiss telecommunications and IT sector; the point is that a digitized Swiss population is only possible if their network systems are on a very high
standard and can cover the population's data streams;
*Annual Report 2013, p.11ff, 2014
Digital Strategy Summary Summary assessment 1
Digital Servicing
Product & solution Extent to which the company offers intelligent/smart/digitalized
products/solutions
2,0Because of the fact Swisscom is offering solutions in Fixedline & Mobile Telephony, Fixedline & Mobile Internet, Digital TV and in IT Services & Networking Solutions, it is assumable and
reasonable to say their products are digitized to a certain extend
Exclusive Online Offerings: Swisscom rewards customers with an online discount of CHF 100.- when they sign up a new contract online via Swisscom's eShop
*http://www.swisscom.ch/en/residential/mobile/chf-100-promotion.html
Service Extent to which the company offers client-facing internet-based
services
1,0Cloud services: Swisscom's online CHM platform enables companies of all sizes to provide their employees with the opportunity to work on their personal health any time, with complete
anonymity; companies provide the CHM platform with the aim of actively promoting the health and well-being of their employees; The employees at participating companies are offered a
comprehensive health test with an integrated coaching call; The employees can also benefit from special offers and save personal data from health checks in the health dossier Evita;
Cloud services: Swisscom competence center curaPrax is a cloud based software solution for group and sole doctor's offices to connect with all kinds of stakeholder groups to provide
efficient and digital monitoring
Cloud services: Swisscom is the first Managed Service Provider (MSP) to harness Nexthink V4 technology in the cloud for its Smart Monitoring service for SMEs
M2M (Machine to Machine): The Swisscom Connectivity Management Platform (CMP) is Swisscom's solution for company's seeking for holistic and efficient M2M systems; the platform
adapts to customer's business and offers unique flexibility and value; via the CMP online portal the customer has access to real-time data and therefore retain maximum control
Mobility: Swisscom about Managed Mobility: "The mobility market is changing – we want to be a support for our customers on their journey to a new understanding of what mobility means.
Our Mobility as a Service offering is simple, reliable and kind on resources. With this service we cleverly combine Mobility and ICT (Smart Mobility), enrich our existing offering and create
new services and products."
*http://www.swisscom.ch/en/business/health/fit-healthy/corporate-health-management.html
*http://www.curabill.ch/de/curaprax.htm
*http://www.nexthink.com/nexthink-announces-swisscom-partner-offer-end-user-analytics-
cloud/
*http://www.swisscom.ch/de/business/m2m/our-offer/m2m-plattform.html
*http://www.swisscom.ch/en/business/managed-mobility.html
Interaction Extent to which the company offers digital interaction
functionalities (e.g. online feedback, social community pages like
Facebook or Twitter…)
1,5Apps for mobile devices: Swisscom offers customers the iO app for making free phone calls and chats globally and for free, so long as the customer is Swisscom's customer
Mobile Webpage: Swisscom's corporate website is optimized for mobile devices
Newsletter: Swisscom provides its customers a newsletter for offers and services separated into 3 categories: private customers, shop and TV
Online Chat: Swisscom provides an online chat tool for customers
Social Media: Swisscom is represented on Social Media through Facebook, Twitter, YouTube, Google+, Xing, Linkedin, Kununu, Slideshare, Flickr and Instagram (etc.)
*https://itunes.apple.com/ch/app/io-free-phone-calls-chats/id649895248?l=en&mt=8
*http://www.swisscom.ch/de/privatkunden/mehr/newsletter.html
*https://server.lon.liveperson.net/hc/71476292/?cmd=file&file=preChatSurveyContent&site=
71476292&sessionkey=H6963797169206445622-
f42711c7a7cf41339e0ff0bfb0fa2fb8K16506673&survey=Pre-Chat
*http://www.swisscom.ch/de/about/medien/social-media.html
Newsletter: The company provides its customers a newsletter for
offers and services separated into 3 categories: private
customers, shop and TV
Online Chat: The company provides an online chat tool for
customers
Social Media: The company is represented on Social Media
through Facebook, Twitter, YouTube, Google+, Xing, Linkedin,
Kununu, Slideshare, Flickr and Instagram (etc.)
Mobile Webpage: The company’s corporate website is optimized
for mobile devices
Research results are documented in a standardized Excel
spreadsheet for each company
Standardized Templates
 Standardized
sheets based on
digital dimensions
 Mapped research findings
according to criteria and
digital factors
 Sources included
to provide
credibility

15. Agenda
Copyright © 2015 Accenture All rights reserved. 15
1. A Digital Economy
2. Methodology
3. Insights
4. Takeaways

16. Results
Copyright © 2015 Accenture All rights reserved. 16
Using the innovative methodology presented previously, data can be analyzed in an interactive
presentation

17. Copyright © 2015 Accenture All rights reserved. 17

18. Copyright © 2015 Accenture All rights reserved. 18

19. Copyright © 2015 Accenture All rights reserved. 19

20. Copyright © 2015 Accenture All rights reserved. 20

21. Copyright © 2015 Accenture All rights reserved. 21

22. Copyright © 2015 Accenture All rights reserved. 22

23. Copyright © 2015 Accenture All rights reserved. 23

24. Copyright © 2015 Accenture All rights reserved. 24

25. Copyright © 2015 Accenture All rights reserved. 25

26. Digitalize
the Business
Digitize
Operations
Digital Servicing – External Focus
Digital Enablement – Internal Focus
Digitize vs. Digitalize
Copyright © 2015 Accenture All rights reserved. 26
Digitize
Distribution & Marketing
Channel Digitizer
Bottom-Line Optimizer
Digital Transformers
Graubündner Kantonalbank
Credit Suisse AG
UBS AG
Actelion Ltd
Roche
Novartis AG
Kuoni
Reisen Holding Panalpina
SBB
Die Schweizerische Post
Swisscom AG
ABB
Endress+Hauser
Bossard Holding AG
Tamedia
Nestlé S.A.
Swatch
Syngenta AG
Migros Postfinance

27. Digitalize
the Business
Digitize
Operations
Switzerland in comparison to Global Champions
Copyright © 2015 Accenture All rights reserved.
27
Digitize
Distribution & Marketing
Illustrative
Digital Servicing – External Focus
Digital Enablement – Internal Focus
Uber
Alibaba
Intrasurance
Fidor

28. Agenda
Copyright © 2015 Accenture All rights reserved. 28
1. A Digital Economy
2. Methodology
3. Insights
4. Takeaways

29. Strategically invest in transforming entire
business and operating models to
become the center of the industry’s
emerging digital ecosystem
Leverage digital technologies like Big Data
Analytics and Cloud Computing to turn data
insights into new opportunities by sharing them
between players within supply chains and cross-
industry consortia
Invest in new skills and processes that
enable human and digital labor to work
effectively together and implement
organizational changes that maximize
the thereby arising synergies
Conclusion
Copyright © 2015 Accenture All rights reserved. | Visit us at www.accenture.com
Reimagine industry models Realize the value of data
Prepare for the future of work
29

30. Contacts
Copyright © 2015 Accenture All rights reserved. 30
Benjamin Tueck
Senior Manager Business Strategy
Accenture AG
Fraumünsterstrasse 16
8001 Zürich, Switzerland
Mobile: +41 79 540 5524
benjamin.tueck@accenture.com
Thomas D. Meyer
Country Managing Director Switzerland
Accenture AG
Fraumünsterstrasse 16
8001 Zürich, Switzerland
thomas.d.meyer@accenture.com