Power-up #2: Ways of working, reinvented
CMT companies must reorganize themselves around customer outcomes – rather than siloed functions – for success in a digital world. To do that, they need to place a heavy emphasis on IT, as it provides the foundation for agile business. Software is now at the heart of products, services and customer experience—so software engineering is now a requisite strategic capability. It’s worth the focus and investment. Expect companies to trend toward the following:
- A battle ground for software engineers. Half of all companies say they will recruit for new talent. If every company is a software company—regardless of industry—then software engineering skills should be treated as a valuable commodity. As investments in software increase, industry companies must recognize the value in engineering it.
- Creating the agile enterprise. Companies must now focus on automation and agility, at scale. Agile digital architectures are not just a necessity, but a competitive advantage—bringing flexibility and speed to market. The move to a service orientation requires lightweight, decoupled architectures that change and grow as a communication company’s business evolves. These architectures support capturing innovation, inside and outside company walls. As IT becomes a partner with the business, rather than a potential inhibitor to speed, agility shows its face.
- Revving up the data/analytics engine. If data is the currency of business, analytics is the engine that unlocks its value. To remain competitive, companies will need to build a business shaped by insights. Investing in predictive intelligence lays the foundation for improved decisions, supports a more agile workforce, and provides scalability across the organization.
- A “product” mindset sets the agenda. While mindset may sound far removed from technology, a product mindset is necessary to get the technology piece of the business right. A communication company’s products are now outcomes and services, versus physical products. Organizing an organization and its technology to foster the right outcomes stems from a mindset that puts the customer first in an agile delivery model.
Power-up #3: Partnering with intelligent technologies in a platform model
No product or service today survives without a platform. Modern platforms are data-driven, cloud-based, service-oriented. AI and analytics become key capabilities as data is everywhere—but insights require appropriate mining and cultivation.
Modern platforms are characterized by three things. They are:
- Perpetually evolving. Innovation and experimentation are constants.
- Trustworthy. Governance and security are at a premium.
For example, Accenture is helping Swisscom to accelerate innovation and launch new digital services to customers more rapidly than ever before. The Accenture Digital Omni Channel Platform (DOCP), an open-architecture, API- and microservice-based digital decoupling layer, leverages data and cognitive computing to increase the relevance, precision and hyper personalization of services to customers. The DOCP will enable Swisscom to accelerate its ability to offer an omnichannel experience across all lines of customer interaction – including online, in-store and via call centers, mobile apps and social channels.
Digital is as digital does
CMT companies’ digital journey is key because they are laying the digital foundation not only for consumers, but also for a multitude of other industries. Digital is as digital does, meaning incumbents have their work cut out for them. Tackling all three legs of the journey is not easy, but it’s essential to prevailing in the new digital reality.
Remaining relevant in a digital world requires traditional industry companies to move more quickly, addressing digital on multiple fronts, from talent, to ways of working, to intelligent platforms. If they can do so, they can pivot revenues to the growth areas a digital world provides. In the end, their digital journey is about returning to growth—a welcome change after years of decline.
i Etherington, D. (2017, Dec 14). Disney Details Overarching Direct-To-Consumer Plan Possible Through Fox Deal. TechCruch.
ii Lohr, S. (2018, Apr 26). Microsoft’s Cloud Has Business Booming Again. The New York Times.
iii Gagliordi, N. (2018, Jan 9). CES 2018: Qualcomm Unveils Smart Home Collaboration With Google. ZDNet.
iv Accenture Analysis.
v Accenture. (2018, Feb 23). Communications Service Providers Must Re-Skill Their Workforces In New Technologies To Capture Growth Opportunities, Accenture Research Finds. Accenture News Release.
vi Accenture Future Workforce Research, 2017.