Humans on the Front Lines of Your Digital Business

Julie Stoughton

Digital transformation is synonymous with the technology that drives it, such as ubiquitous mobility, decisions informed by data, and cloud applications that make information available everywhere. But cutting-edge devices or a fresh new app only enable change, they don’t define it. The measure of transformation is in the new ways that people live, work, and interact with each other.

Few places could be better for taking the pulse of digital change than Barcelona, Spain, during Mobile World Congress 2016, February 22–25. SAP Telecommunications got Barcelona-based journalist Albert Fernandez and photographer Mireia Rodriguez to roam the show floor, snap portraits, and ask attendees “How is the digital transformation happening in your industry affecting your company or your job?” They tweeted the answers throughout the week.

The quotes reveal that although people are embracing digital technologies in their work and personal lives, they still have plenty of questions about how these changes will play out. The process is not always smooth or simple. Digital transformation looks different depending on whether someone lives in a city or a rural area and whether they work in an office, drive a truck, or have family responsibilities. Read excerpts below, and join the conversation at #DigitalProfiles.

How is digital transformation affecting your company or  your job? 

sap_Q216_digital_double_crowdsource_images2Antonio Martinez, Education: “As a teacher, I can see that new technologies turn the lessons into something much more attractive for the children to assimilate.”

sap_Q216_digital_double_crowdsource_images3Lamine Sankareh, Professional Services: “Now there’s much more control. You can check how the work is evolving at any time.”

sap_Q216_digital_double_crowdsource_images4David Fraile, Media: “The deliveries have to be immediate, and the competition turns everything into a race.”

sap_Q216_digital_double_crowdsource_images5Daniel Huckale, Consumer Products: “Some restaurants make the commands through the tablet. This makes it easier for the clients and helps the business but restricts the human touch.”

sap_Q216_digital_double_crowdsource_images6Ignasi Cami, Insurance: “Digital transformation is increasingly affecting our industry. Especially the relationship with the client, which is going omnichannel.”

sap_Q216_digital_double_crowdsource_images7Nikita Popov, Advertising: “For some kinds of publicity projects, new technologies such as 3D and 4D represent an amazing tool.”

sap_Q216_digital_double_crowdsource_images8Desiree Torres, Travel and Transportation: “The good part is the evolution. The bad one is professional intrusion. In my cab, we don’t work anymore with a radio station that could be interfered [with]. Now you have an app channel just for you.”

sap_Q216_digital_double_crowdsource_images9Hideaki Yokota, Media: “It was better for my parents, because they [stopped] working at 5 p.m. and that was all. I get much more busy; my phone is ringing all the time and I get chased.”

sap_Q216_digital_double_crowdsource_images10Ayumi Tada, Consumer Products: “Life and work are easier now. In Japan, all the kids and the elder people wear a signal watch, so if they get lost, you can trace them. It’s for their safety.”

sap_Q216_digital_double_crowdsource_images11Mauricia Borges, Healthcare: “It has influence in every field of our job. We use digital resources to communicate between us and with the patients as well. We have a highly sophisticated appointment system.”

sap_Q216_digital_double_crowdsource_images12Vanessa Maria Danquah, Lawyer: “With the new Internet services you can avoid some steps and go straight to the person of interest.”

sap_Q216_digital_double_crowdsource_images13Andrew Jackson, Software Developer: “We monitor the apps, so that we make sure that the experience is perfect for the customer when they download it. But if they don’t like it, we are able to fix it and adapt it for every person.”

sap_Q216_digital_double_crowdsource_images14Adriana Bay, Retail: “The impact is very positive. All the new devices, like smart watches, create a direct link to our customers.”

sap_Q216_digital_double_crowdsource_images15Maria Lopez, Graphic Designer: “Although in our study we still handcraft some works and use analog techniques, digital processing is vital to make quick changes for the customer.”

sap_Q216_digital_double_crowdsource_images16Thomas Feng, Banking: “We have to always update the same products, and we have more clients every year in every country.”

sap_Q216_digital_double_crowdsource_images17Ayodeji Akomolafe, Telecommunications: “The traditional way of making business, it’s extinguished. Now we redefine the industry, bringing new efficiency, so we need more skilled people.”

sap_Q216_digital_double_crowdsource_images18Woosae Kim, High Tech and Research: “Nowadays there is a big connection between healthcare and technology. We can reproduce digitally a human organ. This is for a better future and a better health.”

sap_Q216_digital_double_crowdsource_images19Elena Matveeva, Sports and Entertainment: “In Russia the digital transformation is very present in the big cities, but in some towns there’s still no electricity, so it’s unevenly balanced.”

sap_Q216_digital_double_crowdsource_images20Rasha Ezz Eldin, Consumer Products: “All the customers are asking for our digital services, so we are driven by them, instead of [driving] them. The relationship has turned upside down.”

sap_Q216_digital_double_crowdsource_images21Paulo Mateus, Sports and Entertainment: “The main thing right now is to make 360-degree videos. This is our goal, and it’s going to be a revolution.” D!


Julie Stoughton

About Julie Stoughton

Julie Stoughton is the Head of Telecommunications Marketing & Communications at SAP. She is a seasoned professional with 16 years of marketing and product marketing experience in software and media technologies. Julie's specialties include strategic market development, positioning and messaging, customer segmentation, product launches, ROI analysis, and go-to-market execution.