Djong Tan | December 15, 2016
Industry analyst IDC predicts that every industry will be disrupted in 2020. Digital trends and technologies are changing the face of business. The only way for organizations to survive in this digital jungle is to adapt and evolve.
To create long-term value for our stakeholders, Aboitiz is facing this digital challenge head-on with the newly formed Digital Management Team headed by Jojo Guingao as First Vice President. His team’s mission is to kickstart a groupwide ‘digital revolution’ and ensure that Aboitiz is ready and actively taking advantage of the disruptions to make sure the organization remains ahead of the competition. The digital transformation exemplifies the strategic pillar of execution excellence in everything the company does. This transformation is expected to support the three other pillars of growing the business, building human capital, and engaging stakeholders.
Digitization will be integrated in our way of doing things. We will have digital projects to break down or reduce barriers between us and our customers.
– Sabin M. Aboitiz, EVP and COO, AEV
Embracing the Digital Transformation
Here in the Philippines, the average Filipino spends as much as five hours online, mostly on Facebook and Twitter, versus three hours watching TV. This perfectly illustrates that the population is already social media-savvy. The rise in the number of Uber users is also proof that the country is not only ready for a digital disruption; it’s actually already in the middle of one.
AEV Executive Vice President and Chief Operating Officer Sabin M. Aboitiz recognizes this new era in technology. “Digitization will be integrated in our way of doing things. We will have digital projects to break down or reduce barriers between us and our customers,” he said. (Read: SMA leads launch of Aboitiz ‘digital transformation’).
With this change, Aboitiz will be able to harness the opportunities of this digital disruption. “Digital transformation is about business transformation,” Jojo explained. “Aboitiz will transform the business through the use of digital technology to enhance customer experience, improve operational processes, and create new business models,” he added.
The pace of innovation is exponential. While the Group is busy maximizing the power of mobile and the analytics tools, it is already in the next wave of innovation that is beginning to make an impact on the business from IT to augmented reality to artificial intelligence. The transformation in the company envisions to bring the right technology to provide operational efficiency, and also understand how it can disrupt the business.
Building the Aboitiz Digital Foundation
Jojo acknowledges that a digital transformation is a challenging journey, and that company should be ready to adapt to the surprises that digital disruptions may bring. The Aboitiz Digital Transformation initiative will focus on four key building blocks: workplace transformation, customer experience, business operations, and business model innovation.
Aboitiz will transform the business through the use of digital technology to enhance customer experience, improve operational processes, and create new business models
– Jojo Guingao, FVP for Digital Management, AEV
The Aboitiz Digital Transformation initiative will focus on four key building blocks: workplace transformation, customer experience, business operations, and business model innovation.
Crucial to this is the enabling of a digital culture within Aboitiz that fosters agility, and a collaborative environment. Bringing everyone to the same level of understanding and digital literacy is also critical to allow this kind of maturity to occur across the Group.
Products and services are expected to provide the same level of customer experience across online channels like website, Facebook, Instagram, and Twitter.
Aboitiz must also start focusing on transformative projects by using technology as a competitive advantage to develop new business models and provide better customer experience.
Another critical pillar for a successful digital revolution is for data to be in the heart of the transformation. The Digital Management Team will provide better customer service and business insights through the use of analytics, business intelligence, big data, the Internet of Things (IoT), among other tools.
Making It Happen
According to Garner Institute and a number of industry research, changing the company culture continues to be the main challenge facing digital transformation. Transforming the business will not be easy as it takes the entire company’s support to make it happen.
It is all about upgrading the organization to work in the digital economy. Not only does it need to invest in systems and technology but on people as well. This is being kickstarted by the implementation of the groupwide intranet portal. The platform of choice, Lumsites, will provide the stage for a digital workplace, from collaboration, to sharing information, to a new digital rewards system. A series of trainings and workshops will be delivered in the next 12 months to make sure that the employees are maximizing the technology while also easing in the transition to a digital work environment.
Aboitiz employees can also look forward to having a stable digital framework to create a platform that merges employee and customer experience with partner ecosystems. This will then be linked to an IoT platform, as well as a data and analytics hub.
A center of excellence for all things digital in the Aboitiz worksphere will be established. This will be the central place for studying and understanding how Aboitiz can apply new technology to move the business forward.
A Bright Future for a Digital Aboitiz
Once this digital dream is realized, a new Aboitiz will be born–an Aboitiz that delivers top-line growth, with optimized costs and improved services. Each SBU will be able to readily offer a unified digital experience across the Aboitiz group through integration of digital content, stakeholder standpoints, and set data and analytics platforms.
With a digital Aboitiz comes a company that will be ready and eager to embrace experimentation. Aboitiz will be more open to emerging technologies, new business models, and state-of-the-art digital experiences.
The Aboitiz ‘digital revolution’ is counting on every A-person to join and support this one-of a-kind and exciting journey. The possibilities are endless for creating long-term value for all stakeholders.
Be Social. Live Mobile. Go Digital.