DIGITAL IN DER STRATEGISCHEN UNTERNEHMENSSTEUERUNG Wer die neuen Medien klug nutzt, der hat auch Vorteile im B2B. Anneliese Breitner, Michael Heiss und Albert Ortig zeigen Beispiele einer digitalen Unternehmenssteuerung und ihre Auswirkungen auf die Strategie. Michael Heiss (geb. 1963) studierte Elektrotechnik an der TU Wien, promovierte 1989 zum Doktor der technischen Wissenschaften und habilitierte sich am Gebiet der Regelungstechnik 1995. Von 1986-1990 arbeitete am Gebiet der elektronischen Dieselregelung bei Bosch, von 1990-1991 als Gastwissenschaftler am Massachusetts Institute of Technology (MIT) und seit 1991 an der TU-Wien, wo er seit 1995 Universitätsdozent ist. 1996 startete er bei der Siemens AG Österreich in der Entwicklung und wurde dort 1998 Vice President for Knowledge, Innovation and Technology. In dieser Zeit entstand schon 1999 die Enterprise 2.0-Plattform TechnoWeb unter seiner Leitung – lange vor Facebook. 2007-2009 wurde er zusätzlich global Vice President for Knowledge, Innovation, Technology für die Siemens IT Solutions and Services. 2009 übernahm er zusätzlich die Projektleitung für TechnoWeb 2.0, das seit 2010 als Siemens-weite Wissensvernetzungsplattform ausgerollt wird. 2010 wechselte Heiss in das Siemens Chief Technology Office des Headquarters, wo er seither als Principal für Open Innovation and Scouting tätig ist. In dieser Rolle ist er auch für die Open Innovation Networks bei Siemens verantwortlich.

1. siemens.com/answersUnrestricted © Siemens Aktiengesellschaft Österreich 2013 All rights reserved.
Enterprise 2.0:
Are decisions taken differently today?
Siemens AG, Corporate Technology / July 2013

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Internal social media applications enable us
to involve the right people into decision making

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Will all those decision be taken by democratic voting? No1)!
Corporate Strategy
Investment Decisions Recruiting Decisions
Technology Decisions
1) Exception: some years ago www.coremedia.com was one of the companies which used social media for decision making in a democratic way.

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Social Media can help to get more information or to get information faster
Volume
Social media help to
• get more information and more knowledge
• involve more people
and to identify the relevant one.
Time
Social media help to
• get more quickly access to information
and knowledge
• get feedback early

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Results:
 Customer feels Siemens is taking care of its business by proactively identifying problems and offering the right solution even
within a week-end
 Customer is comforted to get an overall quality solution from competent experts
 The contract is finally signed
Alistair posts his request on Saturday night:
• He receives 23 answers (also per email or phone) from Austria, India, UK, Germany, US, Belgium…
• Colleagues belong to division like: CT DC, SIS, CT T, I MO, H DX, I IA
On Monday morning, at the final meeting, Alistair is able to discuss with the customer 5 possible solutions
Example 1. Urgent Request in TechnoWeb:
Get just-in-time access to the knowledge of more people
Alistair Gammie (Health Care, Diagnostics, UK)
• In Brazil, Alistair supports the closing of a big deal – additional 11Mio EUR – with one of
the biggest customer of Health Diagnostics, worldwide.
Our customer prints 1.2 million barcodes a month.
I noticed that quality is assessed by eye.
Is there a cheap solution available to automate the deterioration check?

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Example 2. Community for the project “Working Environment of the Future”:
Involve more stakeholder/people at an early stage.
The community gained 600 members from all continents and 15105 views on their community page.
A new way to involve employees in such decision processes.
Sorry, the screenshot in the oral presentation is not released for publication.

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Example 3. Best Practice Community “Zero Harm Culture”
Get quick access to the experience from other units.

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Example 4. Community “Competitive Intelligence”
Get quick access to announcements of competitors. Inform more people.

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Enterprise 2.0: decisions are taken differently
Conclusion
Decisions are taken differently in an Enterprise 2.0:
usually not by democratic voting but by involving the right people at the right time.

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Contact Information
Univ.-Doz. Dipl.-Ing. Dr. Michael Heiss
Principal, Open Innovation and Scouting
Siemens AG, Corporate Technology
Siemensstraße 90
1210 Vienna, Austria
Phone & Mobile: +43 (664) 8855 1526
E-mail: michael.heiss@siemens.com
Twitter: twitter.com/heisss
Slideshare: www.slideshare.net/heisss
Xing: www.xing.com/profile/Michael_Heiss2
LinkedIn: www.linkedin.com/in/michaelheiss
Flickr: www.flickr.com/photos/michaelheiss
Blog: heisss.wordpress.com
siemens.com/answers