Fujitsu Day Gothenburg Sweden October 8th 2015

1. Human Centric Innovation
and Digitalization
Glen Koskela
CTO Nordic, Fujitsu Fellow
Fujitsu Day
Göteborg
October 8th 2015

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A Hyperconnected World
People, things, information, processes are increasingly connected
to networks, creating new value and giving big impact to the future
People – Process – Things – Context
Every industry is being transformed, out of both opportunity and necessity

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All things operational - focusing on
accounting, finance, cost management,
supply chain management, automation,
key account management,…
Constant improvements in “the numbers”
is necessary. But none of this matters
when markets shift.
Operational excellence is insufficient
CC BY 2.0 photo credit: https://www.flickr.com/photos/davedugdale/5099605109
Digital economy shifts the entire market rather than merely optimizes existing
“It’s very hard to know when exactly
the disruption will become so big that
you actually don’t even survive without
being part of that disruption.”
- Pekka Lundmark, President & CEO,
Konecranes Plc, Finland

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Disruption to previously successful business model
Physical value chain Digital value chain Human value chain
Global suppliers & customers
Specialization of
knowledge work
New corporate
structures &
communities

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Products = delivery mechanisms for services
Source: How Smart, Connected Products Are Transforming Competition, Harward Business Review, by Michael E. Porter and James E. Heppelmann, November 2014
… increasingly it has become a
network of products and services…
…in which material products are
combined with digital services.
A business is no longer just
production of goods and services…
Value is created in the service system,
what the system can do, not in the
basic cost of the individual elements.

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Successful digital
transformation is important to
avoid waking up one morning
and having been ‘ubered’.
Positioninthevaluechain
Digital transformation. What is at stake?
Share of the value chain
Increasing digital
value contribution
New digital
customer
interfaces
Your company
today
€
€ € €€
Missing out if ‘ubered’
= lost value added
CC BY 2.0 photo credit: https://www.flickr.com/photos/joakimformo/12183655143

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Car industry in the process of transformation
CC BY 2.0 photo credit: https://www.flickr.com/photos/ivyfield/3910052922
Control of the digital communications
interface to the driver and vehicle owner
Ownership of the data generated in
and in relation to the vehicle usage
Individual mobility and car
purchasing behavior
IP of the software
established in vehicles
Effective protection against
cyber-attacks
Digitization of logistics
across the industry
Fourth-party logistics providers
control of the customer interface

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People – Process – Things – Context
In the usual vision of
IT systems,
the physical world is
observed and
represented in the
information world.
Both are strongly
related to human
agents.
What can a parking
space tell you?
By merging physical world and information world,
IoT changes the role and position of human agents
CC BY 2.0 photo credit: https://www.flickr.com/photos/infomatique/8048132858/

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Digitization provides ways to increase value
CC BY 2.0 photo credit: https://www.flickr.com/photos/124247024@N07/14089978785
Digital data
Putting other market players
at a disadvantage.
Automation
Occupying checkpoints that
allow to control key links in
the value chain.
Network connectivity
Bringing light into the black
box segments of value
creation to improve process
efficiency.
Customer experience
Obtaining superior data
resources that lets to develop
standards and value-added
services and dependencies.
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A chance to have a place in market in the future

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Smart Retail
In-store retail WiFi analytics

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Resolving complex societal challenges
Technological potential guided towards sustainability worldwide.
Aligning our business activities to the goal of achieving common good
is not just our aim but our obligation.
Social infrastructure innovation Life innovation

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Human Centric Innovation across society
Wellbeing of People Stress-free Mobility Safer Food
Sustainable Energy Education for All People Better Environment

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Wellbeing of people
Collaborative research aiming at extending
healthy life expectancy
• Supercomputer
• Heart simulator
• Connected health
• Medical big data Pharma-
ceutical
Research
Institutes
Aged
Care
HospitalsClinics

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Simulating life-saving heart surgeries
The precise alignment of heart muscle fibers vary from patient to patient.
Precise simulation of the movement of 640,000 heart muscle cells to
understand the exact extensions and contractions of the muscles.

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Urban mobility
Centre of Excellence and cross-industry
partnerships
• Hydrogen station data management
• Toll road management
• Spatiowl location data cloud service
• Vehicle digitalization
Insurance
Information Energy
Transport,
Logistics
Auto
Industry

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Floodline Warnings Direct
 Climate change will increase the risk of
flooding in the UK by 20 times
 National flood warning system delivers
timely warnings, using multiple
communications channels, to the public,
professional partners, including the
emergency services and local councils, and
the media
 To predict and warn of the risk of flooding from
rivers and seas in England and Wales
 Advanced mapping and location information to
accurately identify people at risk

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Safer food
• Fujitsu’s in-house vegetable farms
• Community ecosystems for farmers
• Akisai agriculture cloud service
Food
industry
Agri Farms
Home
Appliance
RetailsLogistics

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Vegetable Factory (Japan)
 Offering safe / long life vegetables and
sustainable mass production
 Fully controlled environmental conditions
and watering systems within the factory

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Healthcare
Environment
Energy
Transportation
Government
services
Economy
Food
Public security
Living
Human Centric Intelligent Society

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