Microsoft's unique Digital transformation philosophy and methodology

Source: Internet
Author: User

Tags: cross-departmental e-change expensive BFD financial existence hardware failure


For this digital transformation, the market is widely accepted in the top-down, from a scene into the solution-oriented vertical digital transformation, such as from the large scene of new finance, new manufacturing, new retail, new agriculture, smart cars, small scenes have digital assistants, digital staff, digital lawyers, etc. Representative of the solution manufacturers have IBM, Ali and so on.

But there is also a bottom-up, widely from each person, machine, process and other individual points of digitization, for each point to configure the ability to digitize, and then through each point and point of the natural survival of the fittest, complete the business and social digital evolution. The digital transformation of this horizontal and peaceful platform is the digital transformation of productivity represented by Microsoft.

Microsoft's idea of digital transformation can be said to be quite different. It was a direct result of the digital transformation of the PC era, when Microsoft's vision was to have a PC for every family and every table. Of course, each PC also has one Windows and one office, as well as numerous Windows-based applications. Later, not only is there a Windows PC for every family and every table, but there is also a windows in the ATM machine.

Windows and Office are the global digital productivity platform for the PC era, which enables every individual, every family, every business, every business machine, and so on, to have digital production, work, and collaboration capabilities. In the era of mobile and cloud: Although Windows and Linux, MacOS, Android and other PC and mobile operating systems coexist, but Microsoft's productivity platform-level operating system has evolved into azure;office has evolved into Office 365, is also a productivity platform-level Office collaboration platform. In addition, Microsoft has developed and evolved other productivity-level cloud platform software: Microsoft teams team collaboration, Microsoft Dynamics 365 Business Collaboration, GitHub developer collaboration, Microsoft Powerplatfrom Self-service development of light-weight application platform.

Microsoft unveiled its digital transformation ebook in July 2016, and at the 2017 Microsoft Inspire Partners Conference in July 2017, Microsoft presented its corporate digital roadmap and four directions: interacting with customers, empowering employees, optimising business processes, and transforming products and services. and proposed the corresponding platform-level solutions: Modern workplaces, business applications, applications and infrastructure, data and artificial intelligence.

Microsoft's corporate Digital Roadmap also stems from Microsoft's own digital transformation: For most businesses, the primary concern is customers, because to generate new revenue streams, companies need to rethink the customer experience in their value chain, and when companies redesign new ways to connect and interact with customers, Organizations also need to change the way they empower their employees, who can help drive optimised operations and processes and guide companies to transform their products and services. Microsoft has identified the four pillars as the core driver of Microsoft's own roadmap to digital transformation, and has recommended the roadmap to customers.

PowerApps: Let every company become a software enterprise

The core idea of Microsoft's Digital Transformation Roadmap can be carefully examined from a global corporate survey commissioned by Forrester in February 2017: This time, it surveyed 253 non-it and business decision makers across the world, involving 20% U.S. markets, 20% Brazilian markets, 20% UK markets, 20% The German market and 20% Japanese markets involved companies with 19% 20,000 or more employees, 30% 5,000 to 20,000 employees, 34% to 1000 employees, and 5,000 to 17% employees.

A fundamental conclusion of this survey is that if companies are to unleash the full potential of technology as a revenue growth driver, they must overcome the "silos" across the enterprise that prevent decision-makers from gaining insight across the enterprise, and through real-time communication to connect employees across departments, Enabling employees to gain data and intelligence across the enterprise, connect customer-facing and employee-facing technologies on one platform, will effectively help business decision makers overcome silos that hinder technology integration.

How do you understand it? Take Microsoft's own digital transformation as an example. Microsoft's HR department, using Powerplatform, has since developed a set of Powerapps for Microsoft employees.

In October 2016, Microsoft officially released the Powerapps and Microsoft Flow cloud Platform, which was available in 42 languages. Together with power BI, these three are known as the "iron Triangle" and are a business application development platform dedicated to power User (ie, non-developer). Powerapps is a self-service, lightweight application development platform that does not require code, and can be developed for mobile phones and web-based applications; flow is a business process platform for planning business processes with a simple configuration; Power Bi is an online data analysis and visualization platform. Simply understand that any employee in the enterprise, even without coding and it knowledge, can develop a lightweight enterprise application using visual methods such as drag-and-drop in Powerapps, and then connect different business process logic and applications through flow to form a chain that can also be BI for data analysis and visualization of reports.

PowerApps, flow and power Bi are based on the common data Service, a Microsoft Azure-hosted database that stores all business-related data in a single database, enabling the Power "iron Triangle" Run on a unified enterprise data platform. In addition, PowerApps and flow can naturally interact with Microsoft Online services such as Office 365, Dynamics 365, SharePoint, and connect to hundreds of external, popular business applications and database systems via built-in connectors.

PowerApps, Flow and power BI, a development environment for non-IT staff with no software development knowledge, reflects the vision of Microsoft CEO Satya Nadella "All enterprises will be software companies". In fact, in the digital transformation process, the most difficult is how to enable frontline staff can also be targeted at their own pain points, the development of compliance with the company's application software, and then use the application software to automate their original manual workflow.

At Microsoft, employees have access to hundreds of of applications that perform different tasks: from tracking and reporting vacation time, to searching for free meeting rooms, to liking the work of a colleague, Microsoft's in-house app ecosystem is wide and diverse. Microsoft in its digital transformation process has tried to involve developers in business processes, and then allow business groups to develop their own web and mobile applications, the result is the enterprise internal explosive growth of the application software, but these form XXX application software with each other is a non-uniform user experience, resulting in a very low adoption rate.

As a result, Microsoft decided to put the user experience first, eliminate the boundaries of traditional apps, provide a unified user interface for unified data and app navigation, accelerate the development process with existing technologies, and enable apps to meet user expectations and help users achieve their goals. Powerapps gives Microsoft the flexibility to incorporate applications into a unified user experience, giving apps a user-friendly and engaging UI, as well as integrating other common cloud and mobile data sources.

Powerapps contains four main components: Web.powerapps.com, a portal for managing and sharing app apps, Powerapps Studio, a visual development tool, Powerapps Mobile, Allow apps developed in PowerApps to run on mobile devices such as Windows, iOS, and Android, and PowerApps Admin Center, which is PowerApps's central administration for managing POWERAPPS environments and other components.

If an enterprise wants to implement POWERAPPS, it first needs the enterprise's IT department to establish a full enterprise-wide application development, operation and management environment, including unified interface style, unified data source, Unified API specification, Unified Process Access specification, etc. Once these development environments are set up, any non-IT staff in the enterprise can visually and easily develop their app apps and add them to the entire enterprise app ecosystem for full or authorized employee use.

Through Powerapps, Microsoft has built its own enterprise app ecosystem: Thrive. This series of applications called Thrive, whose mission is to "create a unified employee experience for all Microsoft employees for use on their phones or networks", can be run in mobile devices, networks, and embedded scenarios. Thrive includes a "home" where employees find all the other thrive apps, and that's where everything starts. Employees start with "Thrive Home" to keep up with company news, get critical alerts, view tasks at a glance, find and launch other Thrive applications, or view employee profiles. The Feed in Thrive Home contains notifications from relevant apps, such as when an employee's vacation is about to expire, will be notified in the main application, and also contains a link to start the time away application.

Microsoft Thrive has a range of applications, such as Thrive time away, which allows Microsoft employees to use the airport queue to view vacation balances and submit vacation time, set up automatic replies to leave the office, and send out office notifications to the most closely-working people, All of this can be done in a minute, Thrive time away offers a version of the U.S. employee and an international version to meet the requirements of different regions; Thrive Kudos, using Microsoft Office's Delve analytics in-depth analysis, Kudos can suggest the person who works the most closely or search for anyone in the company directory, employees can praise colleagues, see the number of likes received by colleagues, each Kudos message has a customized badge reflecting the culture values of Microsoft, Thrive Holidays, let employees set the holiday notice, You can also view a list of holidays, get more information about each holiday, and choose to add it to your calendar, and if your employees travel or have work colleagues in other countries, you can easily switch to other countries to raise cultural awareness or better plan your trip; Thrive people, Allows employees to quickly find and view profiles in the employee directory, as well as browse the organization view of any employee and understand the reporting structure, connect with the native features of the employee mobile terminal (phone, text, email, etc.), view LinkedIn profiles, and so on, employees can manage and integrate personal data, View or edit work and personal information.

In addition to the typical General app app above, you can create app apps for specific activities. For example, in the fall of 2017, more than 1,500 employees attended the Microsoft Global Human Resources Conference, where all participants used a mobile PowerApp to schedule, sign up, connect with colleagues, integrate Yammer, submit conversations and meeting surveys, and live polls There is also an online mini-game to facilitate the interaction between the participants; the second PowerApp is created for the meeting administrator to manage what is displayed in the attendee application-allowing users to participate in the meeting to upload, investigate, and collect data.

Today, Thrive has deployed to Microsoft's 100,000 + employees worldwide, bringing a clean, simple and enjoyable user interface to Microsoft employees, creating a world-class experience. As of September 2018, thrive has achieved more than 20,000 active users per month, and the previous solution can only reach 500 users a month. These thrive applications are deeply interconnected and can be launched directly from other Web sites, such as embedding a Thrive app in a Bing browser, or simply grabbing a few likes from kudos with a link to a Web page. The Thrive app also connects directly to the middle-tier API provided by Microsoft IT, such as the SAP payroll system for reporting vacation time and finding payroll information, and Office 365 Graph for getting people information and calendars on the calendar; Microsoft Flow, Used to send push notifications to mobile apps, such as notifying users when they receive likes.

"The impact of Microsoft thrive is textbook-grade, and it explains why we eat our own dog food at Microsoft," said Saurabh Pant, responsible for promoting Powerapps's customer success. Thrive provides an employee experience that spans Microsoft worldwide and helps improve the entire platform. More importantly, we present it to every customer and are confident that Powerapps can deliver a rich UI experience across the enterprise. ”

Powerapps embodies the core idea of digital transformation that Microsoft wants to give to everyone in the digital capacity. In the deeper and more advanced areas of development, Microsoft has advanced development tools and environments such as visual Studio, Azure, and SQL Server. In the field of smaller white users, Microsoft has Office 365, Dynamics 365, teams and other tool-based applications, can be used directly by small white users, especially in the frontline staff, such as assembly workers on the production line. In a broader area, Microsoft is spreading artificial intelligence to every corner, allowing artificial intelligence to help people better use digital technology and tools.

Microsoft's digital Transformation methodology: Design-led innovation

As mentioned above, Microsoft's digital Transformation path is: to interact with customers, empower employees, optimize business processes, product and service transformation of the four core competencies, but before the start of digital transformation, but also need to understand Microsoft's design thinking.

"If we think that the products that are ultimately designed are the ' things ' that are sold, rather than the personal, social and cultural experiences they produce, and the value and impact they have, we are deceiving ourselves," said Bill Buxton, chief researcher at Microsoft Research. Ignoring this point of design is not worth being called ' design '. ”

Innovation is accelerating every day, technology is constantly blurring the line between physical products and virtual experiences, and society is increasingly dominated by technology. There has never been such a technology driver before, so that people can be everywhere and be able to do everything at the same time. Microsoft believes that the process of design can coordinate the actual function of technology and its impact on society, is to help people imagine the art of possibility.

There are two ways to innovate, one to be radical and one to be progressive. Radical innovation attempts to overturn existing technology investments, which are rarely functional extensions of current products or services, and often involve new technologies. Aggressive innovation brings higher risk, but delivers higher returns than incremental innovation. Radical innovation requires the willingness to take risks and allow repeated failures, and the ability to envision how to create value in a place that is a new market for businesses and even the world. Radical innovation targets new markets and new customers, often relying on new business models and technologies. Most startups are focused on radical innovation, and companies that fundamentally innovate tend to have broad, inspiring visions and qualitative goals that focus on global, ongoing attempts, and iterations. Radical innovative startups often rely on external recognition as encouragement and connect external sources to fill knowledge gaps.

Incremental innovation ensures that development and planning processes do not systematically abandon existing technology investments, and that these existing technology investments often maintain the market leadership of the enterprise over a long period of time. Progressive incremental innovation often extends to the capabilities of current products, services, or process improvements, and most of the known technologies are used. Mature companies tend to innovate as they understand their customers, know how to reach them, and want to innovate on the basis of existing products and services. Most large organizations tend to be progressive, with narrower visions and quantifiable goals, and the use of market research, focus groups, and prototype design approaches. The incremental innovation of large organizations focuses on the local rather than the global, pushing innovation by milestone, relying on the return of money as encouragement, and using cohesive internal information sources to fill knowledge gaps.

Microsoft believes that few companies rely solely on an innovative way to sustain survival and development. In general, companies are trying to strike a balance between incremental innovation and radical innovation that can sustain growth and development, which requires design-led innovation. A 2013 British Design Association survey showed that good design can fundamentally change the way companies think and work, and eventually turn into significant results. The redesign and execution of products and services from the perspective of customers and employees is the foundation of a successful transformation, as customers and employees represent the fundamentals of the two companies that understand demand and meet demand.

Effective design helps organizations to have measurable impact: accelerate time-to-market with new or improved differentiated customer experiences, and attract customers by enabling innovation and collaboration across the organization to optimise workforce capabilities and optimize productivity by driving flexible and effective operational processes while optimizing operations while reducing business risk By imagining possible art, innovating differentiated business models, services and products, and ultimately achieving product transformation.

The intersection of business (business), technology and experience is the strategic point of value innovation and creation. Microsoft believes that whether the goal of the design is to better attract customers, empower employees, optimize operations or transform products, we can adopt the "people-oriented" three-step design innovation approach: research, vision and design.

In the research phase, companies can use anonymous research, heuristic research, scenario planning and environmental analysis to conduct quantitative research and analysis to understand the organization, employees, industry and customers, to record the work done so far and the current investment in the ideas and processes, from all perspectives to consider "people-oriented" in each case Who they are, what they want to accomplish, what they want to do today and in the future, engage employees, customers and partners in multidisciplinary research, evaluate competitors ' behavior, analyze markets, identify trends, identify key pain points and value drivers, and, where appropriate, Use the relevant strategic models to build contextual backgrounds, potential strategies, and alternatives.

In the envisioning stage, the enterprise can use the way of questioning to conceive the potential of the goal and generate new ideas. These include the following: "Imagine ..." "If ..." "Can ..." "?". Wouldn't it be unbelievable if ...? " , using scenario planning to help envision the state of the target scene, identify events that may have an impact on the organization, and the desired results, identify potential assumptions to develop potential solutions to business problems or release new opportunities; identify priorities that align with each scenario and KPI key performance indicators , compare enterprise capabilities with industry proven practices, determine how to improve people, processes and technologies, and expected business benefits, and discover new opportunities for current, recent, or long-term value creation.

In the design phase, the enterprise should design a service, solution or product from three dimensions of business (business), technology and experience, and design from these three aspects to help the enterprise achieve a sustainable breakthrough; identify the right performance levers and key strategies to develop strategic direction ; Develop strategic vision and direction based on business objectives and success factors, develop basic competencies to achieve desired status, including key personnel, process and technical capabilities required to achieve the desired vision, create a structured plan, plan the key activities needed to execute the strategy, including the critical strategies needed to implement the improvement, Recommendations and roadmap.

In design-led innovation, the tools and methods that may be involved are: scene design, competitiveness analysis, situational leadership, observational analysis, innovative thinking management, applied anthropology, anthropological research, service design, etc. Among them, to find the future "Polaris", empathy observation, personality research and understanding of cultural conflict, is the four main methods. First, one way to find "Polaris" is to look at trends and historical "Polaris" precedents, and more importantly to understand the needs of employees and customers, but "Polaris" is more often "not to something else what no one has seen, but to think of things that no one has ever thought about but everyone has seen" (Arthur Tert-Schopenhauer), Visual designers and artists tend to look in the opposite direction, and one way is to "look to the left while others are looking to the right"; second, empathy is important to look for people in different fields to observe the same thing, often producing incredible results; again, personality research, Also can be understood as user portrait analysis, personality research allows enterprises to draw the user's life and work flow, and to explore the obstacles and the opportunity to remove the value of innovation, and finally to understand the cultural conflict, real innovation is not from the existing culture of compliance, but from the same perspective from the same thing, The key is to think like users and design from their point of view, so that companies can maintain continuous innovation and creativity.

Microsoft's Digital Transformation Methodology: transformation path and capabilities

Learn more about Microsoft's customer engagement, empowering employees, optimizing business processes, transforming products and services, and the four core competencies of the enterprise.

One: Rethink your interactions with your customers. with the advent of mobile and social technologies, customers are now more powerful than ever, they are always connected and able to find information in seconds, forcing businesses of all sizes to rethink how they interact and connect with their customers. Today, companies are no longer focused on "touchpoints" in marketing and sales processes, but on how to discover and engage in meaningful and ongoing customer relationships that involve frequent online and offline interactions.

Microsoft offers a rethinking of ways to interact with customers, including business-centric integration, enabling everyone in the organization to be customer-centric and obsessed with customers, focus on customer satisfaction, align customer experiences with corporate strategies, create seamless service experiences, take action based on customer insights, create fans, and "one" Customer base, to the customer's place, personalized according to customer insight, the customer into a love of enterprise products, "advocacy hand"; data-driven customer insights that leverage high-quality, data-driven insights to create the experiences that customers really want; become a marketer of technology leadership, Technical decisions that work with it and the technical tools needed to lead the competition.

Microsoft created a Social command center to support Microsoft brand social media interactions by listening to customer sentiment, such as @ xbox,@ OneDrive and 26 other brands (as of July 2016). As of July 2016, 130 employees at Microsoft's Social command center in the United States focused on chatting with customers online, interacting with individuals and communities online, and making 16,000 social interactions every day at Microsoft's American Social command center, with fans growing daily.

Getting a consistent 360-degree customer view across all touchpoints and channels is the first important step in an enterprise-to-customer interaction strategy. A project that Microsoft has implemented not only links customer insights from a variety of sales and marketing channels, but also allows Microsoft and customers to build deeper, more context-sensitive customer relationships across all market segments. Microsoft has created a global engagement program that covers pre-and post-sales customer journeys, enabling Microsoft to digitally nurture customers through the customer lifecycle, through the most appropriate channels (e-mail, web, mobile, in-product, social, etc.), to transform from unknown leads to free and trial customers to paying customers. The goal of the platform is to provide an always-on connection experience through content-related and personalized information to actively nurture customer conversions and continuous use of Microsoft Online Services and interactions. Microsoft's global Customer interaction platform employs Microsoft's own Marketing Automation services (Microsoft Dynamics CRM and other Microsoft internal services), as well as third-party marketing automation tools for generating demand (Demand Generation) and e-mail marketing. Data management uses Azure and the appropriate analytics capabilities (Azure data Lake, SQL Azure, Azure ML, Azure stream Analytics, and power bi).

Rethinking the transition path to customer interaction requires building the underlying technology platform for customer interaction, such as automated remote measurement, 360-degree customer views, and modern business systems, driving product discovery, trial, and purchase opportunities based on viral (viral) marketing, helping to cross-sell and Upsell, and build these capabilities into products and services, ensuring that core Services support API application interfaces, allowing for simpler integration. The steps include designing and confirming the data model, sharing a 360-degree view of the customer, building insight and connectivity, predicting the customer experience, and providing the appropriate products and services.

second: to empower employees. Why should I empower our employees? This is because the global digital and automation level is exceeding the organization's skill level and the ability of employees to master digital technologies. 80% of organizations believe that the current labor skills and future business needs of a huge difference, in order to ensure the healthy development of enterprises, employees must be digital technology "literacy", when the digital new technology in the process of large-scale promotion of staff participation.

How to empower employees with digital technology? In terms of strategy, we should focus on the priorities of our employees, invest in a culture of transformation that is customer focused, focus on growth, use data to gain insights about employees, make strategic decisions based on data, create new delivery systems and models for HR services, streamline and deliver self-service HR tools, Standardize routine processes and, in the case of digital skills, provide training to develop and develop new skills.

One example of empowering employees is the telecommuting of Microsoft Japan. Microsoft believes that remote work and mobile technologies are key solutions to today's business challenges, and mobile employees can reduce costs, improve business continuity, reduce environmental impact, improve work/life balance, and help attract and retain talent. In Japan, though, since the start of the 1990 XXX in the remote office, but because Japanese companies still in the deep-rooted traditional business and cultural operations, leading to slow remote office promotion. In 2015, Microsoft Japan launched a "remote office Week" event to work with 651 partner companies to enable Japanese companies to experience a seamless cloud-based and mobile-friendly experiences that ultimately propelled Japanese companies to telecommuting.

Microsoft has also started the process of re-imagining HR (HR reimagined). To drive strategic and cultural change, Microsoft has fundamentally changed the way it manages employee performance and development to improve teamwork and agility. Microsoft human Resources has played a leading role in designing and implementing the new vision of HR reimagined, and HR reimagined is committed to providing a self-service, cloud-based human resources portal, as well as new applications that attract, develop and retain talent. The new human resources portal allows Microsoft employees to update personal information, enable managers to track and approve human resources processes, and provide access to HR Central Support desk Askhr. In addition, HR-related data is available to internal customers through a single real-time dashboard based on self-service power BI, where managers can track key HR insights into their business. Microsoft also uses talent analytics to analyze the huge amounts of data generated by recruitment and to develop a mobile digital companion app for the recruitment process to attract millennials through a better recruiting experience.

Today, Microsoft employees are using the new tools and resources provided by HR reimagined every day, greatly improving productivity and saving costs by standardizing on azure.

Microsoft believes that there is a lot of knowledge and insight in the organizations of the enterprise, they just wait to be discovered. By securely breaking information barriers, you can understand and learn how everyone in your company uses time and help maximize the efficiency and capacity of your workforce. As a result, empowering employees to transform their routes requires: delivering mobile experiences on any device, transforming human resources and other business processes, making processes easier to use, more intuitive across platforms, using Office 365 to reshape collaboration efficiencies, and initiating a data-driven culture with organized and easy-to-access data. The specific steps include: Understanding the classification of the enterprise data and security model; connecting employees and teams, regardless of location and time zone, enables seamless creative sharing and collaborative development, increases productivity across team functions, geographic boundaries, and supplier organization, connects everyone, and creates value through mobile productivity Through analysis, employees and business organizations are customer-centric.

Three: Optimize business operations and processes. in any industry, every company is or will soon think and operate like a digital company, which means that every part of the organization is transformed and re-engineered to support new business speeds. In optimizing business operations and processes, the Internet of Things is a core disruptive technology. Microsoft's IT team, for example, works with infrastructure teams to better allocate and use public meeting rooms through sensors that understand the use of public conference spaces. In a large company such as Microsoft, finding the right public meeting room is a challenge, although it is possible to query the usage of the conference room from Outlook, but often the conference organizer does not update the meeting change information when the conference room is booked but not used. Microsoft deploys low-cost sensors in each conference room to learn more about each meeting space, including collecting data such as noise levels, temperature, and occupancy, and providing real-time data to Microsoft internal applications. In addition, Microsoft's infrastructure operations team can gain insight into the usage patterns of conference rooms and public meeting spaces, thus saving energy costs and providing better advice and advice on floor planning and meeting space allocation.

So, how do you rethink your operations and processes? First, you can use the Internet of things and sensors to gain new levels of efficiency, impact on sales and customer satisfaction, and second, use a digital platform to shorten lead times, continuously connect to field devices, and collect data from a series of disparate endpoints to extract insights and optimize production and delivery time; test new products and services at lower cost Anticipate and resolve user issues before they become problems.

As part of the modern sales and marketing capabilities of Microsoft's global sales team, Microsoft's IT team has developed a customized sales solution to streamline sales tasks, which is the Microsoft Sales experience (MSX). MSX built on Microsoft Dynamics CRM Online, MSX provides an advanced analytic model that uses sophisticated machine learning algorithms to systematically calculate near real-time sales opportunity win/loss forecasts based on historical data patterns. The probability is based on an analysis of 3 million sales opportunities in the previous two years, and Microsoft sales can access information about each customer opportunity based on analysis and visualization in Microsoft Dynamics CRM and Power BL, which also advises sales reps on the next steps.

To optimize and transform business processes and operations, you need to modernize your application portfolio, processes and skills, and prioritize the processes that will provide the greatest opportunity for transformation by migrating to the cloud, automating the process of eliminating manual processes centrally. The steps include establishing omni-channel communication with users, service providers, and device manufacturers, building mobile work and access, embedding IoT connectivity in target devices, and promoting a culture of remote interaction and de-centering control to reduce the cost of travel and expenses, training and certification of employees; Remote measurement and communication of integrated devices , create analytics capabilities and tools for application software, implement machine learning and IoT integration, unify the automation, remote measurement, and machine learning of old and new devices into reports and dashboards, reducing unplanned downtime, data modeling costs, it hosting and storage infrastructure costs, and optimizing and enhancing analytics and mobility capabilities, Reduce maintenance costs, reduce costly third-party contracts, and empower workers with new technical capabilities through centralized control.

Four: Transformation of products and services. embedding software and technology directly into products and services is becoming an important evolutionary strategy for today's businesses to deliver business value, innovate business models, and subvert existing markets. If each company is a software or digital company, how will their product nature and overall business model change? As a result of digital technology, the company's gross profit margin will be transformed from "object" to the service provided. Today, technology is no longer the value-added capability of the business, but it has become part of the business. Microsoft partnered with Keystone to understand how companies from all walks of life use data and digital transformation to grow and grow their business, resulting in an average increase of $100 million in additional revenue per year for leaders.

So, how do you rethink products and services? First, data can be used to enter new markets, to investigate whether the collected data can become a key resource or even an asset in a new market, or to inject data into product engineering and service processes, to open new opportunities, and to adapt business models to prioritize business agility and emerging trends, including through digital services to enhance physical goods, Build digital services around traditional products, and enable customers to become business partners, find the intersection of business interests with customers in a digital-first world, find opportunities to enter new markets, reduce technology and security risks, and connect products to expand and redefine their value, through more insights, Machine learning and analysis enables new value linkages between two or more products.

Cortana is a good example of using data to enter new markets. Cortana, as the first Microsoft Personal Digital assistant product, was born out of the idea of linking Microsoft's investment in the search field. Microsoft's Bing engineers have been working on basic technologies such as natural language processing and linking real-world objects to web data, a process that does not consider a specific end product. At the end of 2014, a personal digital assistant that brought together these technologies was born. By constantly learning about user habits and interests and using Bing services, Cortana can not only perform searches and help organize the daily activities of individuals, but also mimic human personal assistants, make small talk and even joke. Cortana can provide flight information and boarding passes when users arrive at the airport, and in some cases can even forward information to another application. Microsoft also has many other online services that use data and machine learning to become smarter and more useful.

Another example is the Bank software developer Temonos, the world's thousands of banks using Temenos software. Temenos also wants to create a banking solution for 2 billion people in the world who do not have a bank account, and has developed a cloud version of the core bank application T24 using Azure cloud services. The bank that uses the Temenos T24 application in the cloud can deploy the application in just a few months and realize banking anywhere on the mobile device. This cloud-based application allows Temenos's customers to reach the world's most remote users and open new markets by serving them.

Because each company is becoming a data company, it needs to create interconnected services and generate insights to understand which new business models can be unlocked. To transform products and services, companies should focus on connecting people for seamless sharing of ideas, capturing insights from product sentiment and market trends to drive product roadmap decisions, and getting data from products, social networks, and analytics in the marketplace to uncover new opportunities. The steps include connecting people, teams, and products, enabling seamless innovation sharing and collaborative development, connecting physical products and digital services with the Internet of things and APIs, promoting remote connectivity and de-centralized control, using additive manufacturing and analytics to accelerate innovation with 3D printing, and gain insights from product sentiment and market trend analysis , achieve mobile and agile engineering productivity, adopt a leaner product development organization, and reduce the cost of prototyping, physical modeling, and testing.

Digital transformation, Microsoft why?

Microsoft's mission is to enable everyone and every organization on the planet to do more, by building technologies that enable others to innovate, build their own technologies, and solutions. This platform approach is the cornerstone of the strategy that Microsoft has been using and, more importantly, Microsoft's ability to ensure that its technology can flourish, especially through the support of its rich partner ecosystem, to help its customers succeed.

Working with Microsoft on the road to digital transformation means that companies can expect to improve flexibility, efficiency, and differentiation based on Microsoft technology.

Flexibility: The customer's "flexibility" is Microsoft's top priority. Microsoft is focused on building technologies and solutions that are important but "invisible" technology solutions that can help customers do more. The so-called "invisible" means that "good technology can not be seen", they are everywhere but not noticeable, naturally into the life and work. Microsoft's responsibility is to ensure that the technical solutions that match the skills of employees, developers, and IT professionals can be matched to enable everyone to move forward. Microsoft also enables customers to connect existing investments to the cloud with truly hybrid IT solutions and the ability to build technologies that can be connected to heterogeneous environments and run on any device.

Integration: To provide better value, Microsoft's approach is built for extensibility. Microsoft's powerful extensible model has attracted millions of of developers and partners who have built applications on Microsoft's cloud platform and integrated Microsoft differentiated capabilities such as identity management, data management, machine learning, and advanced analytics. Microsoft is constantly striving to make all of the technical solutions available work together without burdening customers with the technology integration.

Trustworthy: Microsoft is committed to investing in security, privacy and control, compliance, and transparency, especially those that are most important to customers, such as compliance certification, best-in-class encryption, choice of data location, and transparency in processing and security. In terms of security, Microsoft enforces robust security measures that help protect customer data from * * * and unauthorized access through state-of-the-art technology, processes, and certifications. In terms of privacy and control, Microsoft provides customers with control over data, including the removal of data from the termination of the agreement and the deletion of data upon request. Compliance, Microsoft helps customers comply with applicable laws, regulations and major international standards, respecting the digital sovereignty of each country. In terms of transparency, Microsoft will explain how to handle customer data and how to interpret data protection and management in simple, straightforward language.

The Microsoft Digital Transformation methodology is a design-led innovation that provides digital innovation best practices, access to Microsoft's Global Technology Center resources, and a specific digital transformation roadmap. Among them, the Microsoft Global Technology Center (MTC) is a Microsoft Digital Transformation Accelerator, MTC provides Microsoft technical experts, partners and venues to help enterprises find a digital transformation of the solution, as of September 2018, MTC in the world has more than 50 venues for enterprises to access.

MTC's digital Transformation Services include five parts: Strategic overview, Architecture design, POC concept prototyping, technical seminars, and hackathon*** pine. The "Strategic Overview" is a one-day event that starts with a review of the enterprise's existing IT environment and business objectives, and goes to Microsoft Envision Center to observe Microsoft's ongoing solutions, including demo demos and scenarios tailored to customer needs. Through a day of "strategic outline", Microsoft and the enterprise jointly explore, customize products and research technology and professional presentations, and ultimately deliver a clear and executable digital Transformation Strategy summary. "Architecture Design" is primarily based on the business objectives of the enterprise and combined with Microsoft application software, providing a guide to Digital Transformation Solution architecture, consulting on existing relevant practices, and risk analysis, which is focused on senior members of the company's CTO, architect, and development team. "POC Concept prototyping" is a multi-week in-depth discussion, with Microsoft Architects working with Enterprise technicians to transfer technical knowledge, validate customized solutions, including training, and Microsoft provides dedicated development studios at this stage. "Technical Seminar" is mainly to provide enterprises with an experience Microsoft platform is willing to Jinghe personally experience Microsoft technology solutions. "hackathon*** Pine" is a multi-day interactive link, Microsoft technical experts with the company's technical staff, through a rapid iterative approach to the enterprise's pain points, innovative application technology and create a technical prototype. At present, MTC in China has Beijing, Guangzhou and other venues, can be used for the digital transformation of enterprises.

At the September 2018 Microsoft Ignite & Envision Conference, Microsoft CEO Satya Nadella delivered a keynote speech on "technology intensity", referring to the beginning of a new era: "Computing" is embedded in every corner of the world, Computing and intelligence are embedded in everything from cars to refrigerators to factory floors. Today is a time of "computing", and "computing" is no longer a matter of the computer industry, but of the world. What Microsoft is doing today is making the world full of "computing" and increasing the "technology intensity" of the world.

Satya cited an example: "Computing" for world-wide change, equivalent to the 1882 Edison invented the power plant and sold commercialized electricity to New York and London, but until 1900 only 5% of the plants used electricity instead of the mainstream steam energy at the time. 1910 Ford designed a new plant that could use electricity, and Ford not only redesigned the factory but also redesigned the car, and Chrysler, General Motors and others followed suit, eventually evolving into a new era, when electricity was really "filled" with the world, and since then, high-density electricity, Electricity is everywhere, changing the world.

In a technology-intensive era full of "computing", hardware or software is no longer a challenge, and the real challenge comes from heterogeneous data and inaccessible data, which Microsoft proposes to improve the interoperability of data: Previously, through the operating system to improve the interoperability between various heterogeneous software and hardware, Now there's a way to improve interoperability across heterogeneous data, which is why Microsoft, Ignite & Envision 2018, is working with SAP and Adobe to launch an Open data program that starts with three companies, such as Microsoft, SAP, and Adobe, and open to the whole industry.

summarize Microsoft's unique core concept of digital transformation: Everyone as a fundamental, through a global technology platform to enable everyone and each organization to master digital technology and digital capabilities, so that they can bottom-up, in their own way technology "embedded" into the products and services and their own work and life , continuously improve the digitization of productivity and create digital productivity, and ultimately improve the world's technology intensity, and when the world's technology intensity to a certain extent, will have a disruptive change of the times. Of course, Microsoft's partners can also design and develop their own on-the-go, scenario-based solutions based on Microsoft's technology and platform, but Microsoft does not sell vertical industry solutions or scenario solutions directly to customers.

and Microsoft's Digital Transformation roadmap and four digital capabilities: New customer interactions, new empower employees, new business processes, new products and services, these four competencies and four links together, is a new business model. The creation of new business value should be closely related to the intersection of business (business), technology and experience. Microsoft's global technology platform and Technology solutions help businesses and organizations around the world transform their digital transformation. and Microsoft's digital Transformation Services around the world will accelerate this new global digital process. Today, we are "computing" the beginning of a new era of changing the world. (Wen/Ningchuang)

Microsoft's unique thinking and methodology of digital transformation

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