'Ample scope for innovation'
PwC expert Olaf Acker on the impact of digitisation
An enormous amount of hype has been created on the subject of digitisation in recent years. However, this involves a lot more than technology alone. The person responsible for digital services at PwC, Olaf Acker, discusses the importance of the subject and the major impact it is having on both PwC and our customers and clients.
Everyone is continually talking about "digital transformation". But what exactly does this mean and how can this transformation be successfully completed?
"First and foremost, digital transformation means the radical change in our world caused by technology. But that is a very narrow definition. Technology is often merely the trigger for a much wider development that results in a different pattern of expectations among customers and in new competitors and business models.
This happens at different rates, depending on the sector. What the media sector experienced as long ago as the late 1990s is only now beginning to play out in the steel industry and industrial manufacturing. It is no longer enough for businesses in almost any sector to make changes in small steps. Above all, radical transformation calls for a change in perspective."
How should we regard a change of perspective within a business context?
"Albert Einstein has a pertinent quote in this regard: “Logic will get you from A to B. Imagination will take you everywhere”. We need new ways to solve complex problems. For this, problems have to be viewed from a different angle and by different experts.
We also have to fight complexity. It used to be the case that many problems could be solved without technology – this was the exclusive domain of the CIO. Nowadays, it is no longer possible to formulate any business strategy without considering technological change."
How can PwC assist?
"In my opinion, purely strategic or technological advisers cannot address the complexity of major transformation projects. We are in a very good market position with our motto From strategy through execution. Our experience has shown that the greatest challenges concern three key points: Business, Experience and Technology.
We call this approach the "BXT model". New business models always arise from a combination of business insight, a unique customer experience and integration of future-oriented technologies. And that is precisely what we offer our customers, because we understand their business and know the importance of a viable strategy."
On the subject of "Experience": so where is the X factor in this area?
"It's everywhere. Experience represents people and their experiences. We are looking for design, because that works. And we are looking for creativity, something that embodies a company's vision. For PwC, it also means that we have to attract new talent and work more closely together.
In the case of new talent, we quickly think of colleagues with an exact sciences profile (mathematics, IT, natural sciences and technology). Although they continue to be hugely important to us, colleagues with this profile do not provide an answer to the question of how to deal with technology. PwC has therefore begun to develop a group of creatives and consultants capable of achieving the best possible design – as a competitive advantage – for our customers.
Just imagine a data specialist, a cyber specialist, a consultant, a programmer, the end customer and a facilitator sitting down together to develop a cyber security app within one week: from the initial idea and the prototypes all the way to implementation. That's how fast and efficient things have to be nowadays. These teams need physical space in which to innovate. That's what we provide in our Experience Centres. Such a space was opened in Frankfurt last month and this will also be happening in Amsterdam and Brussels later this year.
Introducing: Pepper
Pepper is a humanoid robot programmed to analyse facial expression and gestures so that it can respond appropriately to emotions. For example, Pepper can be used in contact with customers, especially when it comes to finding or returning products. PwC is currently working on a showcase for the automotive sector, in which Pepper acts as an adviser for car accessories and can be deployed as the first point of contact for car dealers.
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