Accelerating digital: A win-win-win for customer experience, the environment and business growth

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Economist Impact, June 2022





Digitally advanced firms are accelerating ahead of the competition. They are able to use real-time data insights to transform customer experiences and to improve their sustainability footprint. Discover how businesses can overcome data access and activation challenges to drive profitable growth.

The business landscape is constantly evolving and, with it, digital transformation. Businesses are under pressure to adapt to new competitors, increasingly from non-traditional markets, and to navigate ongoing geopolitical and economic uncertainty. At the same time, they need to become more sustainable and socially responsible, driven by government mandates and customer demands. Our new study shows that digitally driven businesses are able to embrace these rapid changes in their markets and deliver better customer experiences to drive profitable growth.

Indeed, the vast majority of firms we surveyed (99%) are leveraging new digital business models to tackle these challenges and drive greater agility, a trend that has been accelerated by covid-19. Over half (55%) of businesses expect a long-term increase in their use of digital technologies as a result of the pandemic, according to research by the European Investment Bank.

Firms that are able to capture and derive value from new streams of data, and offer new products and services rooted in digital capabilities, can improve their operational efficiency, reduce their carbon footprint and boost customer satisfaction. This can translate into improvements in both revenues and profit margins, with 80% of our survey respondents stating that some form of digital transformation contributes over half of their profits today. Moreover, 95% expect some, most, or all of their revenue to be digitally enabled within five years.

However, there is often a wide gulf between the digital ambitions of firms and their ability to use data insights at scale, which would enable employees to make better real-time decisions and drive higher levels of innovation.

To better understand these trends, Economist Impact has undertaken an ambitious research programme. We have examined the state of digital transformation in businesses across five sectors in which digitalisation offers substantial opportunities for growth and competitive advantage: construction and infrastructure; manufacturing; transportation and logistics; energy; and healthcare and pharmaceuticals. Our global survey of 500 multinational firms identifies the ongoing barriers they face in executing their digital strategies. We offer cross-industry insights on how these barriers are being overcome based on economic analysis of firms that are successfully using digital business models to boost their customer satisfaction, sustainability metrics and revenues, and interviews with experts. Read and download the report here.

What Is Your Business Ecosystem Strategy?

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Boston Consulting Group, March 11, 2022

by Ulrich Pidun, Martin Reeves, and Balázs Zoletnik





From media and technology to energy and mining—no major industry is untouched by the rise of business ecosystems. These dynamic groups of largely independent economic players working together to deliver solutions that they couldn’t muster on their own come in two flavors: transaction ecosystems in which a central platform links two sides of a market, such as buyers and sellers on a digital marketplace; and solution ecosystems in which a core firm orchestrates the offerings of several complementors, such as product manufacturers in a smart-home ecosystem. Both types can quickly generate eye-popping valuations; since 2015, more than 300 ecosystem startups have reached unicorn status.

Given the success of this cohort of startups, as well as the Big Tech ecosystem players now numbered among the world’s most valuable companies, it’s no surprise that ecosystems are high on the strategic agendas of incumbent companies. More than half of the S&P Global 100 companies are already engaged in one or more ecosystems, and in a recent BCG survey of 206 executives in multinational companies, 90% indicated that their companies planned to expand their activities in this field.

Yet many leaders of incumbent companies are still unsure how to define their ecosystem strategies. This article aims to help them in that pursuit. It is informed by the insights we’ve gleaned from three years of ecosystem research and engagements with large enterprises across industries and geographies. Organized in eight fundamental questions, it offers a step-by-step framework for developing a company’s ecosystem strategy. Read the rest here.

Break Out to Open Innovation

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MIT Sloan Management Review, December 7, 2021

by Denis Bettenmann, Ferran Giones, Alexander Brem, and Philipp Gneiting


Image courtesy of Daniel Garcia/theispot.com

Mercedes-Benz AG produces over 2 million passenger cars annually for a global market in the throes of transformation. Automakers are meeting new demands for electrification and connectivity, new competitors are arising, and customers have new expectations, such as the desire for sustainable mobility. All of these trends are driving the need to speed innovation in every facet of the automotive industry.

In 2016, R&D and digital business managers at Mercedes’s headquarters in Stuttgart, Germany, realized that their efforts to collaborate with startups — a valuable source of external innovation — were being hampered by the company’s existing innovation processes. Those processes were overly focused on internal development and ready-to-implement solutions provided by the company’s established base of suppliers and weren’t well suited to uncertainty-ridden collaborations with promising technology startups. The company needed an innovation pathway capable of more effectively integrating startups earlier in the R&D process and significantly reducing the time required to identify, develop, test, and implement their most promising technologies and solutions.

In response, a new team within R&D was formed to build a better bridge between the promising ideas of external startups and the innovation needs of Mercedes’s internal business units. The team joined forces with partners from academia and industry to cofound Startup Autobahn, what we call an open corporate accelerator (CA). Unlike a conventional corporate accelerator — typically established by a single company for its own benefit — an open CA welcomes multiple sponsor companies and can attract a broader array of more mature startups. This model, also known as a consortium accelerator, improves sponsor access to external innovation and enhances the overall competitiveness of regional ecosystems...read the rest here

Setting the Rules of the Road

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MIT Sloan Management Review, November 22, 2021

by Ulrich Pidun, Martin Reeves, and Niklas Knust

Image courtesy of Cathy Gendron/theispot.com

The rapid rise of a few powerful digital ecosystems disguises a harsh reality about this business model: Less than 15% of business ecosystems are sustainable in the long run. When we examined 110 failed ecosystems in a variety of industries, we found that more than a third of the failures stemmed from their governance models — that is, the explicit and/or implicit structures, rules, and practices that frame and direct the behavior and interplay of ecosystem participants.

Business ecosystems are prone to different types of governance failures. One reason why the BlackBerry OS lost its competition with Apple’s iOS and Google’s Android was because Research In Motion failed to open its app ecosystem widely to developers until it was too late. Conversely, the video game industry fell into recession during the so-called Atari Shock in the 1980s in part because of overly open access to its ecosystem, which resulted in a flood of inferior games. Badly behaved platform participants, conflicts among ecosystem partners, and backlash from consumers or regulators are other indicators of governance flaws that can bring down an ecosystem.

Many orchestrators struggle to find an effective governance model because managing an ecosystem is very different from managing an integrated company or a linear supply chain. Ecosystems rely on voluntary collaboration among independent partners rather than clearly defined customer-supplier relationships and transactional contracts. The orchestrator cannot exert hierarchical control but must convince partners to join and collaborate in the ecosystem. These challenges are exacerbated by the dynamic nature of many ecosystems, which develop and evolve quickly and continually add new products, services, and members.

Ecosystem leaders who understand the components of a comprehensive governance model and glean insights from ecosystem successes and failures can make more informed and explicit governance decisions. In doing so, they can improve the odds that their ecosystems will be among the lucky few that survive and prosper over the long term. Read the rest here.

Sharing Value for Ecosystem Success

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MIT Sloan Management Review, November 1, 2021

by Ron Adner


Image courtesy of Jon Krause/theispot.com

What do you call an ecosystem in which you always see your company as the central actor?

An ego-system. This is how we end up with labels such as the “Google ecosystem,” the “Facebook ecosystem,” the “insert-your-name-here ecosystem.” These labels seem impressive at the get-go, but they undermine an important truth: Ecosystem strategy is alignment strategy.

Defining ecosystems around companies blinds everyone involved to alignment hurdles and limits their ability to craft appropriate strategies. The presumption of centrality makes it harder to establish the relationships needed to achieve their goals: It’s harder for ecosystem leaders to create strategies that attract followers, and harder for ecosystem partners to know which leaders to follow and where to place their bets.

Apple offers a stark example. The most valuable company in the world has been enormously successful in extending the mobile data device ecosystem it leads — iPod to iPhone to iPad to Apple Watch, encircled by its App Store and iOS platforms. But it has been shockingly disappointing in its efforts to expand into new businesses that require the construction of new ecosystems. Apple’s failures to deliver on ambitious promises — that health care would be the company’s “greatest contribution to mankind”; that the HomePod would “reinvent home audio”; that its classroom education platform would “amplify learning and creativity in a way that only Apple can” — are concealed by the profits gushing from its core ecosystem, but they are failures nonetheless. The consequences of these failures are borne not only by Apple, but also by all the companies that joined as complementors in these efforts.

If successfully aligning the partners and other participants in new ecosystems is challenging to a company as sophisticated as Apple, a giant at the height of its power, then (1) no would-be market leader should be deluded into thinking that its success in one ecosystem will naturally translate to leadership elsewhere, and (2) no would-be complementor should assume that following established leaders into new domains is a safe bet.

How can all ecosystem players do better? They can anchor their notion of ecosystems in the value propositions that are being pursued, not in corporate identity. This shift in mindset supports the formulation and execution of more successful strategies for leadership (not always the most advantageous role to play) and followership (far more common, but too often neglected) in an ecosystem world...read the rest here

How Healthy Is Your Business Ecosystem?

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MIT Sloan Management Review, March 9, 2021

by Ulrich Pidun, Martin Reeves, and Edzard Wesselink


Image courtesy of Harry Campbell/theispot.com

Companies that start or join successful business ecosystems — dynamic groups of largely independent economic players that work together to create and deliver coherent solutions to customers — can reap tremendous benefits. In the startup phase, ecosystems can provide fast access to external capabilities that may be too expensive or time-consuming to build within a single company. Once launched, ecosystems can scale quickly because their modular structure makes it easy to add partners. Moreover, ecosystems are very flexible and resilient — the model enables high variety, as well as a high capacity to evolve. There is, however, a hidden and inconvenient truth about business ecosystems: Our past research found that less than 15% are sustainable in the long run.

The seeds of ecosystem failure are planted early. Our new analysis of more than 100 failed ecosystems found that strategic blunders in their design accounted for 6 out of 7 failures. But we also found that it can take years before these design failures become apparent — with all the cumulative investment losses in time, effort, and money that failure implies.

Witness Google, which made several unsuccessful attempts to establish social networks. It invested eight years in Google+ before shutting down the service in 2019. One reason for the Google+ failure was its asymmetric follow model, similar to Twitter’s, in which users can unilaterally follow others. This created strong initial growth but did not build relationships, which might have fostered greater engagement on the platform. The downfall of another Google social network, Orkut, was built into its unusually open design, which let users know when their profiles were accessed by others. It turned out that users were uncomfortable with this lack of privacy, and the network went offline in 2014, 10 years after its launch.

Typically, ecosystems are assessed using two kinds of metrics: conventional financial metrics, such as revenue, cash burn rate, profitability, and return on investment; and vanity metrics, such as market size and ecosystem activity (number of subscribers, clicks, or social media mentions). The former are not very useful for assessing the prospects of ecosystems because they are backward-looking. The latter can be misleading because they are not necessarily linked to value creation or extraction. They indicate the current interest in the ecosystem, and presumably its potential, but may also reflect an ecosystem’s ability to spend investors’ money on marketing and other growth tactics more than its ability to generate value.

To improve the odds of success and mitigate the high costs of failure, leaders must be able to assess the health of a business ecosystem throughout its life cycle. They need metrics that indicate performance and potential at the system level and at the level of the individual companies or partners participating in the ecosystem, as well as the ecosystem leader or orchestrator. They need to be able to gauge growth in terms of scale not only in ecosystem participation but also in the underlying operating model. And most critically, they need metrics that reflect the success factors unique to each of the distinct phases of ecosystem development.

This article lays out a set of metrics and early warning indicators that can help you determine whether your ecosystem is on track for success and worthy of continued investment in each development phase. They can also help you identify emerging issues and decide if and when you may need to cut your losses in an ecosystem and/or reorient it. Read the rest here.

Platform Scaling, Fast and Slow

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MIT Sloan Management Review, March 9, 2021

by Pinar Ozcan and Max Büge


Image courtesy of Michael Glenwood Gibbs/theispot.com

Shortly after its 2009 founding in San Francisco, Uber executed a simple strategy that rapidly led to its expansion on a global scale. To achieve network effects by connecting as many drivers and passengers as quickly as possible, the company prioritized launches in new cities. It hired core teams of general managers, operations managers, and community managers in multiple cities at once. In each city, these teams attracted drivers by offering existing black-car services an app — and sometimes a free smartphone — to monetize their idle time. To attract riders, the teams offered subsidized fares to attendees of large conferences and other high-profile events, signing them up and then gaining thousands more riders through word of mouth.

Rapid scaling, as exemplified by Uber, is a core element of platform strategy, with speed considered the decisive factor in the race to succeed in winner-takes-all and winner-takes-most markets. But we’ve found that rapid scaling may not be the best strategy for all platforms. In some cases, a more careful, incremental, and thus slower approach to scaling is more beneficial.

In studying platform businesses, including Airbnb, Amazon, Apple, Expedia, Facebook (particularly its e-payment project, Libra), Google, Grindr, LinkedIn, Netflix, PayPal, and Uber, we found that regulatory complexity and regulatory risk are two significant but often neglected factors in platform scaling decisions. Moreover, they are likely to become increasingly important in the years ahead as efforts to regulate tech companies gain momentum and as more companies in a greater variety of sectors and markets seek to capture the benefits of platforms. Read the rest here.

Is the gig up?

strategy+business, December 17, 2020

by Theodore Kinni



Photograph by Brothers91

A decade ago, advocates touted the sharing economy as an alternative to corporate capitalism. Digital technology was opening vast, new peer-to-peer marketplaces: TaskRabbit and Airbnb were founded in 2008, Uber in 2009, RelayRides (now Turo) in 2010, Postmates in 2011, Lyft in 2012. These platforms promised that people would be able to make a good living while working when and how they wanted — selling their time and skills, and renting out their cars, spare bedrooms, and that dusty camping gear in the attic.

“You will know by now that things haven’t turned out exactly as expected,” Juliet Schor wryly notes in her new book, After the Gig. Schor, a sociology professor at Boston College, and her team at the Connected Consumption project, funded by the MacArthur Foundation, studied gig workers and platforms of the sharing economy from 2011 to 2017. The result is a more nuanced view than has been offered by previous books on this topic, which typically focus on either how companies can build their own platforms or how platform companies prosper by evading regulation and exploiting workers.

Among the insights: The less you actually need a gig job, the more likely it is that a gig job will work for you. “Workers’ experiences are not uniform, with variation in pay rates, job satisfaction, and how they do the work,” Schor explains. “As we saw these differences playing out at individual companies, we realized that they are explained by how dependent the worker is on income from the platform to pay basic living expenses.” Schor’s team found that supplemental workers — that is, workers who are not financially dependent on their platforms — make more money, have more autonomy, and are more satisfied with their gigs than platform-dependent workers. Moreover, the former group comprises 34 percent of the workers in the sample the team studied; the latter was only 22.5 percent. (The rest, nearly half of platform workers, fall between the two extremes.)

This finding partly contradicts the headlines of worker abuse that have generated a lot of political Sturm und Drang lately. At the same time, it is clear that the gig economy can’t really substitute for a full-time job. As Schor concludes: “With some exceptions, our data suggest that being dependent on a platform is not a viable way to make a living.” Read the rest here.

The New Elements of Digital Transformation

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MIT Sloan Management Review, November 19, 2020

by Didier Bonnet and George Westerman




Image courtesy of Michael Glenwood Gibbs/theispot.com

Since 2014, when our article “The Nine Elements of Digital Transformation” appeared in these pages, executive awareness of the powerful and ever-evolving ways in which digital technology can create competitive advantage has become pervasive. But acting on that awareness remains a challenging prospect.

It requires that companies become what we call digital masters. Digital masters cultivate two capabilities: digital capability, which enables them to use innovative technologies to improve elements of the business, and leadership capability, which enables them to envision and drive organizational change in systematic and profitable ways. Together, these two capabilities allow a company to transform digital technology into business advantage.

Digital mastery is more important than ever because the risks of falling behind are increasing. In 10 years of research, we have seen digital transformation grow increasingly complex, with a new wave of technological and competitive possibilities arriving before many companies mastered the first. When we began our research, most large traditional enterprises were using digital technologies to incrementally improve parts of their businesses. Since then, this first phase of activity has given way to a new one. Advances in a host of technologies, such as the internet of things, artificial intelligence, virtual and augmented reality, and 5G, have opened new avenues for value creation. More important, leaders now recognize the need for — and the possibility of — truly transforming the fundamentals of how they do business. They understand that they have to move from disconnected technology experiments to a more systematic approach to strategy and execution.

Some companies have successfully graduated from the first phase of digital transformation and are diving into the second. But many are still floundering: In 2018, when we surveyed 1,300 executives in more than 750 global organizations, only 38% of them told us that their companies had the digital capability needed to become digital masters, and only 35% said they had the leadership capability to do so. This has become more worrisome than ever: As COVID-19 accelerates the shift to digital activity, digital masters are widening the gap between their capabilities and those of their competitors.

These conditions prompted us to reexamine the elements of digital transformation that we proposed in 2014. While strong leadership capability is even more essential than ever, its core elements — vision, engagement, and governance — are not fundamentally changed, though they are informed by recent innovations. The elements of digital capability, on the other hand, have been more profoundly altered by the rapid technological advances of recent years. Read the rest here.

What people like you like

strategy+business, November 11, 2020

by Theodore Kinni




Photograph by Paper Boat Creative

I don’t set much store in the endless stream of recommendations offered by Amazon, Netflix, Spotify, and most other online businesses. Occasionally, a book, flick, or song pops up that delights me, but most of the suggestions I get either miss the mark or appear suspiciously advantageous to recommendation engine operators and their advertisers.

Michael Schrage, visiting fellow at the MIT Sloan School of Management’s Initiative on the Digital Economy and s+b contributor, awakens us to the potential of delightful discovery in his latest book, Recommendation Engines. “Recommendation inspires innovation: that serendipitous suggestion—that surprise—not only changes how you see the world, it transforms how you see—and understand—yourself. Successful recommenders promote discovery of the world and one’s self,” Schrage writes in its introduction. “Recommenders aren’t just about what we might want to buy; they’re about who we might want to become.”

If this smacks of techno-utopianism, well, there is a strong strain of that ideology running through Recommendation Engines. For the most part, however, Schrage grounds this rosy view in the powerful effects that recommenders are already producing and balances it with acknowledgment of these systems’ potential for abuse. He also provides a short history of recommendations and a suitably technical description of how recommendation engines work and are built.

To date, the powerful effects of recommenders have manifested themselves mostly in commerce. Schrage cites a variety of facts in this regard: a survey that found recommendations account for approximately 30 percent of global e-commerce revenues; another that found online shoppers are 4.5 times more likely to buy after clicking on a recommendation; and research that “strongly suggests” recommendations drive roughly a third of Amazon’s sales. Read the rest here.

The Rising Risk of Platform Regulation

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Sloan Management Review, November 11, 2020 

by D. Daniel Sokol and Marshall Van Alstyne 

On Oct. 6, 2020, the U.S. House Judiciary Committee’s antitrust subcommittee released a 450-page report following a 16-month inquiry into the digital economy. It recommended fundamental changes to antitrust laws generally and targeted the Amazon, Apple, Facebook, and Google technology platforms specifically. Several weeks later, the U.S. Department of Justice filed suit against Google, accusing it of using “anticompetitive tactics to maintain and extend its monopolies in the markets for general search services, search advertising and general search text advertising.” Similar regulatory initiatives aimed at platforms are underway around the world, including in the European Union, United Kingdom, Japan, Korea, and India.

The blizzard of regulatory action swirling around platforms is producing new rules and laws, expanded powers for existing regulatory authorities, and the establishment of new regulatory authorities. These outcomes will not only affect Big Tech but also many other companies, in industries such as construction, health care, finance, energy, and industrial manufacturing, that have adopted or are considering adopting platform business models.

Few platform operators and owners have fully considered how the growing regulatory risk — which includes breakups, line-of-business restrictions, acquisition limits, and interoperability and data portability mandates — could derail their businesses. As a result, they could be caught off guard, just like many companies were caught off guard when the Sarbanes-Oxley Act of 2002 mandated board restructurings and expanded executive financial accountability in the aftermath of accounting scandals. Read the rest here. 

Driving Growth in Digital Ecosystems

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MIT Sloan Management Review, August 18, 2020

by Ina M. Sebastian, Peter Weill, and Stephanie L. Woerner

Image Courtesy of Harry Campbell/theispot.com

High-growth companies don’t go it alone. Increasingly, they are achieving results by creating and orchestrating digitally connected ecosystems — coordinated networks of enterprises, devices, and customers — that create value for all of their participants.

Companies whose dominant business model is ecosystem driver — in both B2B and B2C domains, such as energy management, home ownership, and financial services — experienced revenue growth approximately 27 percentage points higher than the average for their industries, and had profit margins 20 percentage points above the average for their industries, according to our research. That 2019 global survey of 1,311 executives also found that successful drivers achieve outsized results by attracting the partners needed to provide complementary — and competing — products and services that make their ecosystems seamless “one-stop shopping” destinations for customers.

Complementary offerings make it easier for customers to obtain comprehensive solutions to their problems. For example, when China’s largest insurer, Ping An, realized that its customers wanted not only insurance but also a means of addressing their medical and well-being needs, it created Good Doctor. The Good Doctor platform offers 24-7 one-stop health care services that are provided by pharmacies, hospitals, and about 10,000 doctors. In September 2019, Good Doctor reported serving more than 62 million customers monthly. Moreover, nearly 37% of Ping An customers used more than one of its services in 2019 — an important measure of ecosystem success.

As all of this suggests, a strong partnering capability is required to successfully grow digital ecosystems. This capability must be designed to support digital partnering, which is not the same as the traditional handshake and bespoke partnering of the physical world. Traditional partnering often includes exclusive relationships, long-term contracts, and deep integrations, all of which take time to establish and require strategic commitment. Digital partnering creates growth by adding more products and customers via digital connections with other companies that enable fast response to customer needs. It requires the ability to determine and agree with partners about who will create value, how revenue will be apportioned, and what data will be shared; it also requires the capacity to quickly add partners’ products and services via plug-and-play connections that offer immediate order and payment processing, and sometimes delivery as well.Successful ecosystem drivers also offer their customers greater choice, even when that entails featuring competing offers. In Australia, real estate platform driver Domain partners with about 35 mortgage lenders to offer homebuyers more loan choices. In the second half of 2019, the company’s Consumer Solutions segment, which consists of its loans, insurance, and utilities connections businesses, grew revenue by 72%...read the rest here

The Future of Platforms

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MIT Sloan Management Review, February 11, 2020

by Michael A. Cusumano, David B. Yoffie, and Annabelle Gawer

The world’s most valuable public companies and its first trillion-dollar businesses are built on digital platforms that bring together two or more market actors and grow through network effects. The top-ranked companies by market capitalization are Apple, Microsoft, Alphabet (Google’s parent company), and Amazon. Facebook, Alibaba, and Tencent are not far behind. As of January 2020, these seven companies represented more than $6.3 trillion in market value, and all of them are platform businesses. 

Platforms are also remarkably popular among entrepreneurs and investors in private ventures. When we examined a 2017 list of more than 200 unicorns (startups with valuations of $1 billion or more), we estimated that 60% to 70% were platform businesses. At the time, these included companies such as Ant Financial (an affiliate of Alibaba), Uber, Didi Chuxing, Xiaomi, and Airbnb.

But the path to success for a platform venture is by no means easy or guaranteed, nor is it completely different from that of companies with more-conventional business models. Why? Because, like all companies, platforms must ultimately perform better than their competitors. In addition, to survive long-term, platforms must also be politically and socially viable, or they risk being crushed by government regulation or social opposition, as well as potentially massive debt obligations. These observations are common sense, but amid all the hype over digital platforms — a phenomenon we sometimes call platformania — common sense hasn’t always been so common.

We have been studying and working with platform businesses for more than 30 years. In 2015, we undertook a new round of research aimed at analyzing the evolution of platforms and their long-term performance versus that of conventional businesses. Our research confirmed that successful platforms yield a powerful competitive advantage with financial results to match. It also revealed that the nature of platforms is changing, as are the ecosystems and technologies that drive them, and the challenges and rules associated with managing a platform business.

Platforms are here to stay, but to build a successful, sustainable company around them, executives, entrepreneurs, and investors need to know the different types of platforms and their business models. They need to understand why some platforms generate sales growth and profits relatively easily, while others lose extraordinary sums of money. They need to anticipate the trends that will determine platform success versus failure in the coming years and the technologies that will spawn tomorrow’s disruptive platform battlegrounds. We seek to address these needs in this article. Read the rest here.