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Swiss Digital Index 2015

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.

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Swiss Digital Index 2015

  1. 1. Summer 2015 Digital Index Switzerland 2015
  2. 2. Agenda Copyright © 2015 Accenture All rights reserved. 2 1. A Digital Economy 2. Methodology 3. Insights 4. Takeaways
  3. 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. 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. 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. 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. 7. Agenda Copyright © 2015 Accenture All rights reserved. 7 1. A Digital Economy 2. Methodology 3. Insights 4. Takeaways
  8. 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. 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. 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. 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. 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. 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. 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. 15. Agenda Copyright © 2015 Accenture All rights reserved. 15 1. A Digital Economy 2. Methodology 3. Insights 4. Takeaways
  16. 16. Results Copyright © 2015 Accenture All rights reserved. 16 Using the innovative methodology presented previously, data can be analyzed in an interactive presentation
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  26. 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. 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. 28. Agenda Copyright © 2015 Accenture All rights reserved. 28 1. A Digital Economy 2. Methodology 3. Insights 4. Takeaways
  29. 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. 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

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