Digital Transformation Book of Dreams v1

Digital Business Transformation Patterns
for a Mobile-First, Cloud-First World
A Digital Advisory Team Production
The Digital
Transformation
“Book of Dreams”

2
“At Microsoft, we’re proud to partner with and empower all our customers around the world with the leading technology
to seize the vast opportunities ahead.”
– Satya Nadella

Contents
• Vision: Imagine if…
• Business Drivers
• Customer Experience Journey
• Capability Map
• Scenarios
– Engage Your Customers
– Empower Your Employees
– Optimize Your Operations
– Transform Your Products
• Additional Resources
For each scenario:
• Scenario Chain
• Scenario Narrative
• Scenario Storyboard
• Tech Storyboard
• Business Dependency Network (BDN)
• Value Touch Points
• Value Realization Scorecard
• Customer Story
• Transformation Roadmap

Imagine if…
…you could enable customers to connect with
your business in ways that they choose, and
deliver personalized experiences anywhere,
anytime.
…if your employees could efficiently collaborate
to meet rapidly changing customer needs and
desires.
…you could broadly share information
throughout the business, manage resources
with agility, and better coordinate processes.
…you could use many channels to expand the
reach of your business, better understand how
customers use your products, and innovate
quickly.

Vision for Digital Transformation
Imagine if you could…
Keep up with your fast-
moving customers,
efficiently collaborating
to anticipate and meet
customer demands.
Increase the flow of
information across your
entire business
operations, better
manage your resources,
and keep your business
processes synchronized
across all boundaries.
Expand the reach of your
business using digital
channels, anticipate
customer needs,
understand how your
products are used, and
quickly develop and
improve products and
services.
Deliver personalized,
rich, connected
experiences in journeys
your customers choose.
Engage Your
Customers
Empower Your
Employees
Optimize Your
Operations
Transform Your
Products

Business Drivers for Digital Transformation
Focus Areas for
Key ExecutivesBusiness Drivers Business Benefits
Improved marketing and
sales effectiveness
Increased market share
Improved perceived services
Improved speed to market
Increase sales, customer acquisition,
retention, and satisfaction
Better predict potential buyer and
new product outcomes
Increase design and engineering
productivity
Identify and implement
manufacturing efficiencies
Improve production output
and quality
Increasing customer demand for
personalized experiences
Increased disruption from use of new
business models
Faster pace of customer and market
change
Increasing pressure to deliver more
value at a lower cost
Increasing pressure to manage
complex supply chain
Reduction in operating costs

Digital Transformation Capability Model
Engage Your Customers Optimize Your OperationsEmpower Your Employees Transform Your Products
Research and ideation
Product development
Product Launch
Data-driven supply chain and logistics
Digital equipment management
Intelligent process and quality control
Digital talent management and
development
Employee mobility
Productivity and collaboration
Tech-enabled employee engagement
Digital advertising and CLM
Customer data management and
analytics
Online and mobile commerce
Tech-enabled stores
Omni-channel experience delivery
Digitized front line and back office
operations
Customer service automation

Capability Map
Provide Strategy
& Direction
Market & Sell Products
& Services
Develop Products
& Services
Manage the Total
Supply Chain
Provide Customer
Service
Develop, Deploy, and Deliver
the Customer Experience
Collaborate with Customers to
Design/Build Products
Analyze Service Issues and
Implement Process
Improvements
Measure and Report Service
and product Quality Delivery
Performance
Assess Customer Satisfaction
and Report Net Promoter Score
Proactively Assure Product
Satisfaction (Save Sales)
Communicate with Customers
via any communication channel
Forecast Finished Goods and
Raw Materials
Plan Materials and Production
Demand and Capacity
Acquire Materials, Services,
and Products
Develop and Operate and/or
Acquire Manufacturing Capacity
Optimize Supply Chain
Performance
Assure Product and Service
Quality
Provide On-Site Assembly and
Configuration
Gather and analyze data to
Identify Markets, Segment
Customers, and Leverage the
Customer Base
Communicate the Brand
Continually Adapt Product
Packaging and Pricing
Target Markets, Customers, and
Segments and Execute Plans
for Attraction, Acquisition, and
Conversion
Continually Assess Viability and
Strategic Fit and Adapt the
Development Portfolio
Manage the Full Product
Service Life Cycle
Design and Prototype New
Products
Pilot New Products and
Product Refinements
Continually Improve Production
Capacity and Performance
Manage Iterative
Release/Certification Processes
Focus the Customer
Value Proposition
Collect, communicate, and
Understand the Customer,
Market, Competitive and
Regulatory Environment
Understand Customer Needs
and Map to Strategic Direction
Communicate and Manage to
Goals and Measures
Develop and Direct Risk
Mitigation and Management
Develop and Direct
Lean/Continuous Improvement

Eco System
Internal organization Distribution channelsSuppliers Partners API interfaces
Include in company strategy as
2 ways (consume and expose)
Include API into the product
and service development
considerations
Explore opportunities
Measure value
Leverage a partnership
eco-system
Drive towards agile business
strategy and business model
Develop partner eco-system
strategy
Define the key topics
(e.g. open innovations)
Identify key strategies with
clients
Define the boundaries
Agree on the reward and
benefit sharing
Measure value
Agree on the omni-channel
framework
Define updated KPI
Develop the integrated chain
Measure value
Agree on the business
objectives and respective
contributions
Define the development
models and benefit sharing
Update the operational
framework and objectives
(interfaces)
Refresh the supplier landscape
Measure value
Include consumer interactions
Structure the organization to
include the new approach
Assess organization culture and
implement management of
change
Assess skill and address gaps
Update KPI, department and
individual objectives to drive
change
Ensure continuity and
coexistence of the two models
9
Include consumers interactions

Digital Transformation Approach
Engage Your
Customers
Empower Your
Employees
Optimize Your
Operations
Transform Your
Products

Engage Your Customers
Digital Transformation Book of Dreams

Imagine if…
…you could enable customers
to connect with your business
in ways that they choose, and
deliver personalized
experiences anywhere,
anytime.

Pre-Purchase
• Learning of products and store
• Researching product online
• Talking to sales associates at store
• Use smartphone while at store to learn more
Purchase
• Ordering online
• Purchasing product in store
• Arranging payment
• Tracking shipment
Post-Purchase
• Receiving customer service
• Resolving problems anywhere
• Providing ideas to store and manufacturers
• Sharing experience with others
Customer Experience Journey Map
Digital Hotspots
?
Learn of store
and products
Browse products
on portal
Review
product ratings
Make purchase
Visit store to
pick up item
Shop at store
Receive personalized
assistance
At store, use phone
to find more info Quickly checkout
Leave with item, pick up
elsewhere, or ship
Encounter problem
Contact customer
Service
Resolve problem at
store or online
Receive custom offers
Discuss satisfaction
Give feedback to
retailer and
manufacturers
Consider next
products to buy

Pre-Purchase
• Digital presence for products and store awareness
• Omni channel purchase
• Multi channel distribution and interactivity
Purchase
• Omni channel, multi device solution for purchase
• Customer support
• Arranging payment
• Tracking shipment
Post-Purchase
• Social network presence and management
• Receiving customer service
• Resolving problems anywhere
• Continuoud the experience
• Developing eco-system
• Product life cycle and organisations interlocks
Customer Experience Journey Map
14
Digital Hotspots
Browse on
web stores
Make purchase
Select the
experience
Start using
Multi channel
personalized
experience
Encounter problem
or a question
Contact customer
Service or raise
satisfaction issues
online
Resolve problem at
store or online
Learn of product
and services via
social media
Explore
solutions on
line
Monitor
performance of
product anywhere,
anytime and use for
product roadmap
Research online
about product
and service
Secure Loyalty
through offers
Find and consult
with an expert
online or at
brick & mortar
c
Proactive
identification and
information of of
issues
Share
experience
and ratings
Enhancement,
repeat or new
purchase,
powered by
eco-system

Enterprise Scenarios Mapped to Benefits
Key Benefits
Investment Objectives
[Strategic Options]
Scenarios
[Tactical Business Changes]
Business Drivers
[Business environment]
Increased market share
Improved brand value
Improved marketing
effectiveness and ROI
Improved product/service
quality
Improved speed to
market/innovation
Increased revenue via
cross-sell/up-sell
Increased customer satisfaction
and loyalty
Reduced time to create and
deploy campaigns
Improved collaboration with
partners
Competitive pressure
Rapidly changing customer and
market trends
Changing business model and
cost control
Overabundance of choice for
customers
Increasing customer demand
for personalized experiences
Mobile-first world
Eroding customer loyalty
Increase customer acquisition,
retention, satisfaction, and
loyalty
Develop new revenue
opportunities throughout
modern customer journey
Increase marketing agility and
time-to-market
Improve customer connection
and personalized experiences
Improve and monitor impact
and effectiveness of marketing
Increase customer and
marketing insights
Optimize Your Operations
Scenario Chain
Transform Your Products
Empower Your Employees

Understand and engage with customers to drive their buying decisions
CMOCurrent State
We have difficulty finding ways to maximize reach and deliver personalized
experiences that resonate with our customers.
Our customers are using more devices in more locations than ever before.
Our lack of ongoing engagement with our customers is affecting their
loyalty.
We need to find interactive solutions that allow us to be a part of the
moments that matter and modernize the customer experience.
Desired Future State
We engage with our customers in personalized and interactive ways, and
deliver experiences and relevant content on any devices.
We react to real-time insights about each customer.
Our connection with each customer is inviting throughout the entire journey
chosen by the customer
We have the solutions to connect to customers in the moments that matter.
We are always looking to…
• Improve our marketing and sales effectiveness
• Reduce the cost of gaining new customers and maintaining customer loyalty
• Control our message in the market at all times and in all situations
• Drive each customer to buy across a range of products through cross-selling and
up-selling
Scenario Narrative

• Improved marketing, sales, and service
effectiveness
• Increased market share
• Improved product and service quality
• Improved brand and shareholder
satisfaction
• Improved speed to market
Benefits
• Personalized marketing created with help
of social listening analytics
• Evaluate device usage to identify new
marketing opportunities
• Using customer analytics to connect
customers with the most pertinent
products and services
• Personalizing mobile marketing
Start
• Restrict listening to only brand and not
beyond (Competitors)
• Restrict sharing sentiment analysis data
throughout the organization
Stop
• Perform customer and market
intelligence analysis
• Develop and manage social media channels
• Develop and manage promotional activities
Continue
Top-line Impact
Enhance and improve customer engagement and generate ongoing revenue with personalized, interactive experiences throughout a customer’s chosen journey.
Understand product use, customer sentiment, and brand perception. Gain insight into customer preferences. Market across multiple channels.
Move customers through the decision journeyMarket and sell products Conduct responsive, agile and
effective campaigns
Increase sales Offer desirable
services
Engage customers
Customer 360
degree view
Personalized
experience
Services
to devices
Telemetry,
social, and
market data
Develop new
offers
Target
marketing
Adapt
Campaigns
Mass media
Social media The web
Devices
Multiple channels
Solution Storyboard

Sales Campaigns
Contextual Offers
(proximity, events, etc.)
Sales, Marketing
& Support
Social Media
Customer &
Campaign
Insights
Conversational AI
Sales and Support
Next Best Offers
Consistent Consumer Experience
at every touchpoint
Up/Cross Sell, Next
Best Product, Service
Videos of Products
& Services
Product Information
More Personal
Computing
Customer
Windows 10
Cortana
In-Store
Online
(web, chat)
Devices
Digital
Signage/
Kiosk
Productivity Cloud
Smart
Agents
Skype
Dynamics
Marketing/AX
CRM Online
PowerApps
Cognitive
Services
Personal Graph
Office Graph
Bing
PowerBI
Office 365
Sharepoint
Personalized Sales &
Support
Intelligent Cloud
App
Insights
HDInsight
Azure Machine
Learning
Data Factory
Data Lake
Stream
Analytics
Event
Hubs
HDStorm
Azure
SQL DB
Notification
Hubs
Microsoft Social
Engagement
Technology Storyboard

Benefits
Enabling
Changes
Business
Changes
Investment
Objectives
Business Drivers
Enabling
Technologies
Data Management
Social Computing
Customer
Relationship
Management
Business Intelligence
Mobile Computing
Media Services
Web Site Automation
Application
Instrumentation
Predictive and
Prescriptive Analytics
Integration of
customer data into a
cohesive view
Develop relevant
insights with real-time
account data, news,
social activity and
connections
Beacon and
geographic based
customer targeting
Segment customers
Marketing Web site
creation and
management
Create engaging
content and apps
Create personalized
offers from customer
demographic insights
Create proximity
centric offers created
based on customer
location
Track and optimize
campaign
effectiveness using
machine learning
Collaborate and
coordinate with
partners more
effectively
Create and deploy
marketing campaign
materials faster
Increased revenue via
up-sell and cross sell
New Customer
Acquisition
Increased Customer
Satisfaction, Trust, and
Loyalty
Faster Time to Impact
Increased profit
margin from higher
value services
Lower cost to
advertise
Improve Customer
Experiences
through Digital
Marketing
Improve marketing
productivity
marketing insights
Increasing customer
demand for
exceptional
experiences
Increased Customer
Churn
Increasing
competitive pressure
Decreases in market
and wallet share
Increasing time-to-
market pressure
Increasing
competitive use of
technology
Increased customer
demand for
personalization
Benefits Dependency Network

Value for Customers Value for Business Leaders Value for IT Leaders
Strategic
• Personalized solutions to meet each customer’s
needs and desires.
• Increased respect and relevance to the company
leading to preferential treatment (loyalty
programs)
• Increased understanding of customer’s wants and
needs
• Increased brand recognition and recall
• Increased customer engagement and loyalty
• Increase technology innovations
• Amplify the customer experience
• Improve channel integration
Time to
Value
• Geographic based offers provides awareness to
customer and timeliness
• Reduced time researching
• Reduced time to sales conversion
• Reduced time to increase customer awareness
• Reduced time for offer/pricing experiment results
• Rapid offer experimentation to test ideas.
• Reduced time to gather, transform and
process customer data
• Reduced time to create, manage and deploy
campaign sites
Increase
Revenue
• Increased cross-sell/up-sell
• Increased customer wallet share
• Increased geographic proximity sale
• Acquisition of new customers
Decrease
Cost
• Loyalty based discounts
• Improve satisfaction levels
• Reduced capital expense
• Reduced customer acquisition costs
• Reduce cost of data analytics
• Reduce cost of data acquisition, storage, and
management
• Reduced cost of creating, managing and
deploying campaign sites
Decrease
Risk
• Understanding what’s available with lower
personal expense and avoiding a purchase made
without full knowledge (i.e. research, etc.)
• Reduced failure of new product and service
offerings by leveraging insights about customer
preferences
• Increased automation, less risk for process
failures
Value Touchpoints

Continuously managing & measuring clear value levers, success factors, and performance measures
Employee
• Better brand expression
• Increased ROI & impact
• Deeper connection with
customers
• Increased job satisfaction
• Increased Revenue & ROI
• Lower Churn (Higher Loyalty)
• Increased Satisfaction (Net
Promoter Score, Fan Score,
etc.)
Operations
• Reduced customer complaints
• Simplified processes
Customer
• Richer and more engaging
experiences
• Better solutions to meet each
customer’s needs and desires.
• Increased awareness of new
relevant products and services
• Improved and consistent
channel experience
Engage Your Customers Business Outcomes/Results
Value Realization Scorecard

Phase 2: Gain Insight
• Determine customer journey and needs
• Model and analyse data for customer patterns and insights
• Collaborative and shared workspaces
• Azure ML
• Dynamics CRM
• PowerBI
• Office365
• ETL
• Data Management
• Data rationalization
• Big Data
• PowerBI
Phase 1: Shared 360 degree view of customer
• Gather internal and external data about customers from all marketing
channels and partners
• Enable gathering, storage, transforming, and distributing of Big Data
• Provide a centralized data warehouse and accompanying data marts
that aggregate data from systems across the enterprise for reporting and
analysis purposes
Time
Value
IT Projects
Phase 3: Enable predictive experiences and offers
• Predictive modelling for customers preferences and desires
• Real-time business and customer analytics, predictive models
• Customer specific offers driven by customer insights
• Prescriptive analytics
• Create engaging experiences and media
• Azure ML
• Data Modelling
• Big Data
• Universal Application
• Azure Media Services
• Better understand and serve
customers
• Improve business insight and
workflow
• Increase sales
• Improve customer
experience
• Improved employee
collaboration
• Raise customer
satisfaction
• Reduce operating costs
• Improved Up/Cross Sell
• Improved Customer/Fan Satisfaction
• Improved Market/Wallet Share
• Reduced Customer Churn
Business Benefits
Roadmap

Challenge
Create a more immersive car-
buying experience to help
customers choose and
configure a vehicle.
Differentiate the Volvo brand,
highlight innovation, and
keep up with customer
expectations.
Strategy
Volvo is using Microsoft
HoloLens to create an
augmented reality interface
for customers, helping them
learn about and configure
cars in three dimensions.
HoloLens enables customers
to digitally interact with their
automobiles in more
immersive experiences.
Results
• Build reputation as an
innovative and customer-
focused company
• Increased customer
satisfaction
• Increased sales, upsell
and cross-sell
• Fast time-to-market for
more immersive
experiences
“Volvo is really a human-centric company, that’s the core focus of everything we’ve done
in terms of the products we develop, but also in the way we interact with our customers.”
– Bjorn Annvall
SVP Marketing, Sales, & Services
Engage Your
Customers
Customer Volvo
Country Sweden
Technology
•Windows 10
•HoloLens
Volvo
Volvo is reimagining the car-buying experience
Customer Story

Challenge
Engage with fans in more
personal ways.
Increase revenue, customize
marketing initiatives, and
reinforce the club’s leadership
position in the worldwide
sports industry.
Strategy
Implement a comprehensive
platform-as-a-service
solution to provide
personalized fan experiences
through:
• Fan engagement platform
• Extended video platform
• Consumer App
• Telemetry and Data
Analysis
Results
• Engaging one-on-one
with millions of fans
• Awareness and analysis of
fan behavior
• Near-real-time marketing
campaigns
• Transparent fan
interactions with content
and advertising
“Using the Microsoft Cloud, we are building a way of understanding
who our fans are, where they are, and what they want from us.”
– José Ángel Sánchez, CEO,
Real Madrid C.F.
Engage Your
Customers
Customer Real Madrid C.F.
Country Spain
Technology
•Microsoft Azure
•Microsoft
Dynamics CRM
Online
•Microsoft
Dynamics
Marketing
•Microsoft Visual
Studio Online
•Office 365
Real Madrid C.F.
Improve fan engagement and experience
Customer Story

Challenge
Provide personalized
customer service.
Enable agile operations,
applying best practices from
one branch to all.
Differentiate services and
brand.
Strategy
Use Microsoft Dynamics
CRM, Office 365, and
Microsoft Azure capabilities
to provide tools to
employees for identifying
and responding to problems
before they affect the
customer relationship.
Enable employees to
connect with experts and a
vast knowledge base of
answers.
Results
• Reduced customer wait
times
• Improved consistency
with every customer
interaction
• Streamlined systems
create more time for
customers
• Ongoing connection with
customers
“We’ve embraced the software of a company that helps us treat people like people —
Office 365, [Microsoft Dynamics] CRM, and Yammer from Microsoft.
With the technology working for us, we can focus on the really important stuff.”
— Paul Marriott-Clarke
Commercial Director Metro Bank
Engage Your
Customers
Customer Metro Bank
Country United Kingdom
Technology
•Microsoft
Dynamics CRM
Online
•Microsoft
Dynamics
Marketing
•Microsoft Lync
Server
•Microsoft
SharePoint
•Microsoft Social
Engagement
•Office 365
•Yammer
Metro Bank
Leveraging technology to give people what they want
Customer Story

Challenge
Deliver more timely,
meaningful, and efficient
service to customers.
Help store personnel be more
active on the floor.
Provide mobile point-of-sale
in store.
Strategy
Provide point-of-sale
functionality to thousands of
terminals and devices.
Streamline supply,
warehouse, and delivery of
products to the franchise
network.
Enhance in store experiences
for customers and
employees
Results
• Enhanced customer
service
• Seamless shopping
experience
• Reduce waiting times
• Platform for the future
”As a franchiser, we’re responsive to the demands of our customers as well as our stores.
Microsoft Dynamics for Retail offers the flexibility and the technology to meet those demands.”
– Alain Boudreault
Vice President and Chief Information Officer
Engage Your
Customers
Customer Jean Coutu
Country Canada
Technology
•Microsoft
Dynamics CRM
Online for Retail
Jean Coutu
Provide streamlined, personalized, responsive service to customers on any channel
Customer Story

Products
• Media Services
• Power BI
• Microsoft Social
Engagement
• Skype
• Dynamics Marketing
• Office 365
• CRM Online
• Azure Storage
• Azure SQL DB
• HDInsight
• Azure Machine Learning
Products at a Glance

Imagine if…
…your employees could
efficiently collaborate to meet
rapidly changing customer
needs and desires.

Key Benefits
[Strategic Options]
Scenarios
Business Drivers
Improved product/service
quality
Improved ROI of IT projects,
Improved speed to
market/innovation
Increased satisfaction of
stakeholders ( BU Heads)
Lower TCO for IT
Accurate business reports and
forecasts
Reduced IT security threats
Reduced time to create and
deploy IT solutions
Improved collaboration with
employees
Rapidly changing customer and
market trends
Market pressure
Changing business model and
cost control
Too many IT options
Increasing stakeholders/
customer demand for
personalized experiences
Actionable information
required right now
Mobile first world
Improve Enterprise Agility to
changing demands of business
and market
Develop new revenue
opportunities
Increase collaboration among
employees
Improve & simplify internal
business processes
Make organization more secure
marketing insights
Scenario Chain

31
CIOCurrent State
Our employees and teams have difficulty when collaborating on
projects, making decisions, and planning work.
We are unable to easily make use of the special skills and
knowledge spread throughout our company.
We have many isolated solutions that are not integrated in ways
that support sharing information or moving our business forward.
Our employees have the information and insight they need to
optimize operations, provide excellent customer service, and
increase our sales.
We share our knowledge and quickly respond to business needs.
We have optimized our workflows, marketing, and customer
service using analytical tools and AI capabilities that provide us
timely insight.
The quality of our interactions with customers inspires trust and
loyalty, and often results in additional sales.
• Improve our time to market, customer service, and business operations
• Improve productivity of our employees
• Provide the tools and insight employees need to make better decisions
• Rapidly and collaboratively respond to business needs
Making employees more productive, efficient, and satisfied
Scenario Narrative

Organize work Evaluate, collaborate, plan
Solution Storyboard
• Faster time to impact
• Improved productivity
• Improved marketing agility and efficiency
• Increase cross-sell / up-sell
Benefits
• Supporting smoother workflows and
real-time collaboration
• Enabling employees to work from
anywhere, anytime
• Providing employees with deeper
customer insight and market awareness
• Personalizing messages and offers
Start
• Spending so much time pulling together
information
• Losing sales opportunities from being
unaware of customer needs
• Long cycles for development and review
of marketing materials
Stop
• Improving the customer experience
• Winning and retaining customers
• Improving our brand as an innovative and
customer-centric company
Continue
Top-line Impact
Rapidly and collaboratively respond to marketing insight to keep up with customers and deliver personalized, impactful, and effective messages.
Teams can easily communicate and collaborate with retailers, agencies, manufacturers, and departments throughout the company. Using secure global access and private social
networks, teams can share ideas and materials in real-time to develop modern campaigns, including automation, content tracking, and social marketing.
Take action
Gain insight from customer
and market analysis
Appointments Tasks
Files Phone calls
Organize work, schedule, priorities
Share
Talk
Virtual
Meeting
Space
Collaborate with other departments,
manufacturers, retailers, and agencies
Communicate
Refine campaigns, develop new
products, shift investments
Solution Storyboard

Social Media
Productivity Cloud
Smart
Agents
Skype
Dynamics
Marketing/AX
CRM Online
PowerApps
Cognitive
Services
Personal Graph
Office Graph
Bing
PowerBI
Office 365
Sharepoint
Knowledge Capture & Sharing
Conversational AI Productivity
Intelligent Cloud
App Insights
HDInsight
Azure Machine
Learning
Data Factory
Data Lake
Stream
Analytics
Event Hubs
HDStormAzure SQL DB
Notification
Hubs Real-time contextual data
(Weather, Events &
environmental conditions)
Real-Time observations,
infrastructure status
& customer telemetry
Customers
Partners
Field Workforce
Secure remote information
usage, authoring & sharing
Remote collaboration with
employees & customers
Status & Work Tracking
Buildings,
Plants & Equipment
Product Usage
Field Observations
Peers
More
Personal
Computing
Microsoft Social
Engagement
Data Insights
Employee
Windows 10
Cortana
Surface Hub
Devices
Xbox One/
Kinect
Band Hololens

Benefits
Enabling
Changes
Business
Changes
Investment
Objectives
Business Drivers
Enabling
Technologies
Data Management
Productivity Tools
Internet of Things
Mobile Computing
Predictive and
Prescriptive Analytics
Culture of mobility
and productivity
‘Outside in’ Thinking
Culture of ‘Growth
Mindset’
Leverage the best
resources available
anywhere
Innovate based on
customer and market
insight
Track and optimize
business effectiveness
More effectively
collaborate with
employees, customers
and partners
Be more agile in
business processes
Reduced time to
market for products
and services
Reduced cost of
operations
Increased pace and
culture of innovation
Increased up/cross sell
Improved productivity
Agile Practices
Drive operational
decisions based on
information
Social Computing
Improve quality of
products and service
Increasing demand
for personalized
experiences
Increased Customer
Churn
Increasing
competitive pressure
Increasing
time-to-market
pressure
Increasing
competitive use of
technology
Increase customer
satisfaction, and loyalty
Create new digital
experiences for
customers
Decreasing market
and wallet share
Ability to anticipate
organizational needs
Increase the agility and
speed of innovation
Using telemetry for
decision making and
product development
Recruiting,
motivating, and
retaining employees
Empower Your Employees Benefits Dependency Network

Strategic
• Increased customer satisfaction.
• Ability to engage with the company anywhere at
anytime
• Improved responsiveness of interaction
• Improved quality of interactions and
products/services
• Improved culture of productivity and innovation
• Happier and more engaged workforce
• Increased market relevance
• Increased knowledge sharing across product
development teams
• Increased employee satisfaction to support
increased customer satisfaction
• Increase technology innovations
• Improve channel integration
Time to
Value
• Faster resolution of questions and issues
• Faster awareness of new offers
• Faster launches of new products
• Faster exchange of ideas
• Faster experimentation with new ideas
• Increase agility in responding to new
business needs (cloud time)
• Automation reduces time to market
• Movement from traditional waterfall IT
development to agile delivery models
Increase
Revenue
• Increased market and wallet share
• Revenue from “first to market” and “best in class”
products and services via increased innovation
Decrease
Cost
• Better ROI on new products
• Reduced cost of product development
• Reduce customer acquisition costs
• Optimized connectivity costs
• Reduced cost for information management
Decrease
Risk
• Reduce risk of failure for new product/service
Empower Your Employees Value Touchpoints

Employee
• Faster time to market
• Reduced effort
• Reduced rework
• Increased collaboration
• Increased employee
productivity and effectiveness
• Increased pace of innovation
and agility
• Measurable impact and
insight
Operations
• Decreased risk of errors or delays
• Faster and more accurate response to issues
Customer
• Timeliness of information
about products, services and
offers
Empower Your Employees Business Outcomes/Results

Phase 2: Mobile, agile product development productivity
• Use data from in-market products, social networks, and analytics to
uncover new opportunities and roadmap commitments.
• Enable a leaner product development organization.
• Address customer’s needs and wants into current and
future designs.
Phase 1: Connected people, teams, and products
• Enable seamless idea sharing and collaborative development irrespective
of location and time zone
• Enable productivity across functional teams, geographical boundaries, and
supplier organizations
• Connect devices to IT systems as the first step
Time
Value
Phase 3: Apply analytics
• Gain insights from product sentiment and market trends
• Support decision making, planning, product design, and
customer connection.
• Additive Manufacturing
• Advanced Analytics
• Design Computing in the Cloud
• Collaboration and Communication
• Embed IOT connectivity in target
facilities/processes
• Enhanced market insight into
ideation
• Accelerated innovation
• Increased revenue from
innovative “first to market”
products
productivity
• Increase in knowledge
sharing
satisfaction
• Increased return on innovation
investment
• Reduced cost of product
development
• Social Analytics
• Telematics
• Big Data
IT ProjectsBusiness Benefits Journey
Roadmap

Challenge
Provide customers the
equipment, processes and
tools to optimize operations.
Enhance capacity to work in
partnership with customers
and suppliers.
Continue distinguishing
company for its cutting edge
technology and constant
innovation.
Strategy
Create a company
collaboration network that
facilitates the management
of factories and
manufacturing plants
through the collection,
exchange, distribution and
use of ordered information.
The solution, called “Easy
Life,” brings together
Fameccanica’s technologies,
Microsoft Azure cloud
services, and Office 365.
Results
• Improved awareness of
machine performance
and plant operations
• Timely collaboration
anytime, anywhere
• Improved knowledge
sharing and access to
expertise
“Volvo is really a human-centric company, that’s the core focus of everything we’ve done
in terms of the products we develop, but also in the way we interact with our customers.”
– Bjorn Annvall
SVP Marketing, Sales, & Services
Empower Your
Employees
Customer Fameccanica
Country Italy
Technology
•Microsoft Azure
Cloud Services
•Office 365
Fameccanica
Transforming collaboration, knowledge sharing, and plant management.
Customer Story

Challenge
To support the speed and
agility necessary for
international marketing and
product launches.
To keep the innovation
pipeline filled for products in
different markets.
Enable easy communication
and collaboration among
research and development,
packaging, the supply chain,
and marketing teams.
Strategy
Using Azure, Henkel brings
employees, data, and
partners together by
enabling collaboration from
nearly any location and
device.
With Microsoft Office 365,
employees have a modern
productivity solution, and
brand managers can work
across borders and
departments, as well as with
outside agencies.
Results
• Improved communication
and decision making
throughout the company
• Improved collaboration
between R&D,
purchasing, packaging,
marketing, and finance
• Reduced time to bring a
product from initial idea
to market
“We have improved our way of working by using Office 365 to simplify communications and collaboration.
And even the time we need to bring a product from the first idea to market can potentially be reduced.”
– Clemence Alberti
Junior Brand Manager for Body Care
Henkel
Empower Your
Employees
Customer Henkel
Country Germany
Technology
•Microsoft Azure
Cloud Services
•Microsoft
Office 365
Henkel
Volvo is reimagining the car-buying experience
Customer Story

Challenge
United Breweries needed to
better connect experts and
enable knowledge sharing
throughout a large and
complex manufacturing
network.
Strategy
United Breweries deployed
Microsoft Office 365
applications, including
SharePoint and Lync, as well
as a social networking
platform to support
knowledge capture, sharing
and collaboration.
Results
• A forum to unite a far-
flung, multilingual
workforce
• New ways to tap into
collective wisdom
• Increased productivity
• Agile adaptation to
business challenges
• A network for growth
”We’re growing so rapidly that for us to be able to provide a common feel for the
United Breweries brand and a consistent experience for employees throughout their
lifecycle in our organization, we need a powerful and engaging communications platform.”
– Manmohan S Kalsy
Executive Vice President of Human Resources
Empower Your
Employees
Customer
United Breweries
Limited
Country India
Technology
•Microsoft Azure
Cloud Services
•Microsoft
Office 365
•Microsoft
SharePoint
•Microsoft Lync
United Breweries Limited
Brewing up success with an enterprise social network
Customer Story

Challenge
Create a knowledge
management system for
exploration and production to
gather, store, and share
expertise on a global scale.
Strategy
Eni overhauled its legacy
platform in the Exploration &
Production division,
migrated all its previous
documents and information
repositories, deployed
collaboration and sharing
solutions, and created new
and improved knowledge
management procedures.
Results
• Created an environment
that maximizes
knowledge creation,
sharing, capture, and
collaboration
• Enhanced information
accessibility throughout
the entire knowledge
management life cycle
• Supports approval and
validation processes for
structured knowledge
“The tacit knowledge of people, the result of their experiences, is the factor which most often allows for the
resolution of problems deriving from a multiplicity of uncontrollable variables affecting our processes.”
– Luigi Salvador
Chief Knowledge Officer
Eni Exploration and Production
Empower Your
Employees
Customer Eni S.p.A.
Country Italy
Technology
•Microsoft Azure
Cloud Services
•Office 365
•SharePoint
•Lync
Eni S.p.A.
Enhancing accessibility of knowledge and ease of collaboration
Customer Story

Products
• CRM Online
• SharePoint
• Skype
• Dynamics AX
• Azure Files
• Stream Analytics
• HD Storm
• Azure Storage
• Azure SQL DB
• Data Factory
• HD Insight
• Power BI

Imagine if…
…you could broadly share
information throughout the
business, manage resources with
agility, and better coordinate
processes.

Key Benefits
[Strategic Options]
Scenarios
Business Drivers
Resource Management
Safety and Compliance
Operational excellence
Customer Satisfaction &
Reliability
Market relevant products
Achieve Sustainable advantage
and growth
Economic Slowdown in
developed economies
Increasing costs
Customers demand
differentiation
Growth in emerging markets
Scarcity of skilled labor
Stricter Regulations
Production loss avoidance
Reduction of inventory cost
Operations cost optimization
Expert advice to remote
locations
Increased revenue through
relevant and differentiated
products
Avoid unexpected malfunction
Proactive resource planning
Supply chain optimization and
cost reduction
Improve product longevity
Better utilization of equipment
and workforce
Agile workforce with better
mobility
Real-time updates for
equipment
Scenario Chain

Operations ManagerCurrent State
Our supply chain is constantly evolving and currently fragmented.
There is lack of coordination between the shop floor and the warehouse on
inventory levels, orders booked, goods in transit.
We don’t have strong integration within our supply chains to speed up
processes and make operations leaner.
When equipment problems arise, production drops, shipping is affected, and
our storage facilities are not optimally stocked.
By modernizing our manufacturing systems, collaboration platforms, and
interconnecting devices, we have increased the flow of information across
our entire business operations, and enhanced our interaction with partners.
Our business processes are always synchronized, and can even anticipate
trends by examining historical data about production and distribution.
We can track and trace the full supply chain path of our products,
collaborating in real time across multiple sites and the entire supply chain.
When necessary, we can realign the efforts of the entire manufacturing
ecosystem and manage our resources with agility.
I am always looking to…
• Know supply chain, inventory, and production status along our manufacturing chain
• Provide all participants in the manufacturing and supply chain timely information
when and where they need it
• Quickly respond to bottlenecks or breaks in our processes
• Identify current production problems and anticipate future challenges
Optimize operations and reduce costs
Scenario Narrative

Automation suppliers and OEM manufacturingManufacturing in the value chain Reduce waste and increase parts
availability
<>
• Reduce unplanned downtime
• Reduce maintenance costs (T&E, on site
supplier contracts, labor, inventory)
• Improve equipment longevity
• Improve employee skill and satisfaction
Benefits
• Empower maintenance crew to make
decisions
• Share same views with operators,
technicians and manufacturing managers
• Machine data driven maintenance
Start
• Schedule regular maintenance
• React to breakdowns : be data proactive
• Exclude all but maintenance techs
• “Black Box” mindset
Stop
• Grow expertise within
• Decentralized maintenance approach
• Empower operators and in house techs
• Share data with all involved
Continue
Manufacturing
Management
and Suppliers Automation
Suppliers
Production ScheduleMaintenance Schedule Real Time connection to
manufacturing management,
suppliers, and maintenance crew
Productivity Up
Modern Automation
Sensors
Telemetry
Maintenance Crew
Maintenance Planning
Automation Suppliers
Manufacturing Management
Shared View Across Value Chain
Cost Down Satisfied
Employees
Optimized Scheduling
Maintenance Crew
Legacy IOTApplications IP capable devices Low power devices
Sensors
Telemetry
Legacy Automation
Solution Storyboard

More
Personal
Computing
Social Media
Productivity Cloud
Smart
Agents
Skype
Dynamics
Marketing/AX
CRM Online
PowerAppsCognitive
Services
Personal Graph
Office Graph
Bing
PowerBI
Office 365
Buildings,
Plants & Equipment
Product Usage
Field Observations
Supply Chain
Supplier
Supplier
Intelligent Cloud
App Insights
HDInsight
Azure Machine
Learning
Data Factory
Data Lake
Stream
Analytics
Event Hubs
HDStormAzure SQL DB
Notification
(Weather, Events &
Customer
Service
Sales
Product
Design
W10
Cortana
Rep
Online
Devices
Signage
Customers
Microsoft Social
Engagement
Manager
Windows 10
Cortana
Surface Hub
Devices
Xbox One/
Kinect
Band Hololens

Benefits
Enabling
Changes
Business
Changes
Investment
Objectives
Business Drivers
Enabling
Technologies
Internet of Things
Machine Learning
Cloud services
Advanced Analytics
Enterprise Mobility/
Mobility solutions
Communication and
Collaboration
Increase
instrumentation and
monitoring
Collect, Store and
analyse data from
sensors on
equipment and
smart devices
Develop
Omni-channel
communication and
collaboration
among field
operators, Service
providers and
experts
Connect multiple
plants and
aggregate
operational data
Build Data Science
or Analytics COE
Global dashboards
for real time
manufacturing
monitoring and
response
Priority focus on
safety and
regulation
Proactive service
collaboration across
plant facilities,
partners and
vendors for faster
response to issues
Collect, analyse and
monitor risk
reporting and
performance metrics
Richer collaboration
amongst various
stakeholders
Production loss
avoidance
Reduction of
inventory cost
Improved health
and safety
Operations cost
optimization
Proactive resource
planning
Better utilization of
equipment
Improved
Knowledge sharing
Agile workforce with
better mobility
Global Visibility of
All Facilities
Optimize production
equipment
Operational
excellence
Improved Safety and
Compliance
Improved
Knowledge Sharing
and Transfer
Improved
Productivity and
resource
management
Economic Slowdown
in developed
economies
Complex Network of
Global Facilities
Pressure to lower
costs through
manufacturing
process efficiencies
Volatile energy
Costs
Increasing safety
regulations
Scarcity of skilled
labor
Increased pressure
to manage complex
supply chain
Optimize Your Operations Benefits Dependency Network

Strategic
• Better expectations for product delivery
and quality
• High quality autonomous products
• Global oversight of manufacturing operations
• Predict and adapt to changing supply, labor and
manufacturing availability
• Streamline inventory and warehouse management
operations
• Selling insights to partners and competitors
• Better analytic capability
• Allow sustainable and robust connection to
partners across boundaries
• Migration from costly legacy systems to pay per
use cloud systems
Time to Value
• On-time delivery • Faster problem identification
• Faster time to resolution
Increase
Revenue
• Revenue from new customers
• Revenue from repeat customers
• Revenue from better brand positioning
• Selling insights to partners and competitors
• Better utilization of manufacturing capability
Decrease Cost
• Reduction in manufacturing defects in
products
• Avoid unplanned downtime and outage costs
• Reduction in facilities management costs
• Reduction in field operations costs
• Reduction in maintenance costs
• Reduction in cancelled orders
• Reduced cost of operations
• Reduced cost of information sharing
Decrease Risk
• Reduce risk of delivery failure, lack of
product or service outage
• Global operational view supports identifying problems
before they escalate
Option value • Trust in service
Value Touchpoints

• Increase sales and contribution
margin
• Reduced maintenance costs
• Reduced inventory investment
• Improved resource management
Optimize Your Operations Business Outcomes/Results
Innovation
• Monetization of data about usage
and uptime
Customer
• Product availability
• Lost sales
• Lead time to order
• Higher Customer Satisfaction
Employee
• Better training, knowledge
management, mobility, and
collaboration
• Scheduling efficiency
Brand
• Increased brand awareness
• Increased brand value
• Improved brand image

• Dashboard and visualization
• Analytics & Business Intelligence
• Reporting and Dashboard
• Cloud design
• Mobile deployment
• Unified communications and
messaging
• Identity and access management
• Embed IOT connectivity in target
equipments
• Media sharing and virtual
presence
• Reduce T&E
• Reduce training and certification
costs
Value
IT Projects
• Dashboard optimization
• Big data
• Reduce unplanned downtime
• Reduce data modelling costs
• Reduce IT hosting and storage
infrastructure costs
Business Benefits
• Lower cost of maintenance
• Eliminate expensive 3rd party contracts
• Impart technical ability to workforce
Time
Phase 2: Integrate telemetry and telecommunication
• Identify applicable analytics capabilities and tools
• Enable machine learning and IOT integration
• Integrate legacy and modern automation, telemetry and machine
learning in unified reporting and dashboard services
Phase 1: Establish Omni-channel communication with Customers,
Service providers and equipment manufacturers
• Enable mobility and access rights, with media content and
communication solution
• Embed IOT connectivity in target equipment
• Promote culture of remote interaction and decentralised control
Phase 3: Optimize and Enhance analytics and mobility
capabilities
• Continuously improve collaboration by imparting mobility and
advanced analytics capabilities
• Decentralize controls
Journey
Roadmap

Challenge
Give employees a new view
into trends and insights, and
tools to act on them more
effectively.
Enable care teams to
coordinate care for individuals
and communities.
Create a foundation for a
proactive health system that
keeps people healthy,
improves care, and reduces
admissions.
Strategy
Dartmouth Hitchcock
created a cloud-based
system in which nurses and
health coaches track and
respond to an individual’s
health status in real time.
The system is built on
Microsoft technology for
machine learning, big data
storage and processing, and
perceptual intelligence,
including Cortana Analytics.
Results
• Increased provider
productivity
• Improved patient
outcomes
• Patient satisfaction
• Reduced costs
“With Cortana Analytics Suite and Microsoft Dynamics, we’re transforming the way health care is delivered
today, improving patient outcomes, reducing costs, and offering an unprecedented level of personalized care.”
– Ethan M. Berke, MD, MPH
Medical Director, Clinical Design and Innovation
Optimize Your
Operations
Customer
Dartmouth
Hitchcock
Country United States
Technology
•Microsoft Azure
Cloud Services
•Microsoft
Cortana Analytics
Suite
•Microsoft
Dynamics CRM
•Microsoft
PowerBI
Dartmouth Hitchcock
Revolutionizing health care with personalized care and provider collaboration
Customer Story

Challenge
Fujitsu needed to optimize
processing by both machines
and humans in a way that
could enable managers,
engineers and scientists to
improve product quality,
streamline systems, and
enhance functionality while
reducing costs.
Strategy
Fujitsu brought together its
Eco-Management Dashboard
and IoT/M2M platform with
Microsoft Azure Cloud
Services and Windows
tablets to enable managers,
engineers and scientists to
simultaneously manage
product quality, process
efficiency, and equipment
performance.
Results
• Operational excellence
• Reduced energy costs
• Higher quality products
• Enhanced functionality
• Increased productivity
”Leveraging the Fujitsu Eco-Management Dashboard solution alongside Microsoft Azure and
the Fujitsu IoT/M2M platform, we are able to deliver real-time visualization of the engineering
process for big data analytics to improve the entire production process and inform decision-making”
– Hiroyuki Sakai
Corporate Executive Officer, Executive Vice President
Head of Global Marketing
Optimize Your
Operations
Customer Fujitsu
Country Japan
Technology
Hybrid Cloud:
•Microsoft Azure
Cloud Services
•Microsoft
Dynamics CRM
Microsoft
Exchange
•Microsoft Lync
Fujitsu
Bringing innovative operational excellence to manufacturing
Customer Story

Challenge
To help customers reduce
water usage, Ecolab must
capture and analyze real-time
information from thousands
of sensors in thousands of
plants around the world.
As Ecolab grows their
business, they need a way to
deliver water management
solutions on a much larger
scale and at a much deeper
level, and to demonstrate
value to customers.
Strategy
Using the Microsoft Azure
cloud computing platform
and advanced analytical
capabilities, Ecolab helps
customers improve
production processes and
better understand value.
Ecolab employees around
the world use Microsoft
productivity tools to
collaborate and take action
based on insight, and
support field activities.
Results
• Reduced water usage by
customers
• Improved insight about
customer processes and
performance
• Improved customer
engagement and
guidance
• Scalability to meet
growing business needs
“Suddenly, complexity and size are no longer barriers…We can now harness the power of this platform to serve many more
customers, measuring many more flows at many more plants than we could even conceive of in the past.”
– Christophe Beck
President, Nalco Water, an Ecolab company
Optimize Your
Operations
Customer Ecolab
Country United States
Technology
•Microsoft Azure
Storage, IoT
Suite, Machine
Learning
•Microsoft
PowerBI
•Microsoft
Dynamics CRM
Online
•Microsoft Office
365
Ecolab
Helping worldwide industries tackle water scarcity
Customer Story

Challenge
Saudi Airlines needed a
consolidated approach to
critical business information
spanning multiple systems
across functions, an
integrated view across
operations, and enhanced
business intelligence.
Strategy
Create a Microsoft Azure-
based solution to provide
real-time, self-service insight
and enable executives to
make more timely business
decisions.
Results
• Increased operational
efficiencies by 2%
• Enabled self-service
insights for executives
with intuitive reports and
dashboards
• Anticipated millions in
savings
“To Saudi, the new BI solution is like turning on the headlights of a car on a curvy, dark road.”
– Mohammed Albakri
CIO, CFO
Saudi Airlines
Optimize Your
Operations
Customer Saudi Airlines
Country Saudi Arabia
Technology
•Microsoft Azure
Cloud Services
•Microsoft
SharePoint
•Microsoft
Office 365
•Microsoft
PowerBI
Saudi Airlines
Saudi introduces self-service insights solution to increase operational efficiencies
Customer Story

Products
• Skype
• Office365
• SharePoint
• HD Storm
• HD Insight
Engagement
• Azure SQL DB
• Azure Storage
• Dynamics AX

Product Transformation Approach
People Experiences
Design Thinking
Inclusive Design
Customer
• Get Oriented
• Frame
• Ideate
• Prototype
• Optimize
Inclusive Design
Method & Thinking
Telemetry
Gather Data
Data
• App Telemetry
• Sensor Telemetry
• People Telemetry
• Business
Telemetry
App Insights
Azure IoT
Band & Windows
Visualization
Understand
Knowledge
• Prototype & test
• Visualize Data
• Context from
usage data
• Feedback
Power BI
Microsoft Graph
Analyze
Gain Insight
Insight
• Understand User
Needs
• Understand
Product Use
• Predict future
failures
Cortana
Intelligence
Delve Analytics
Action
Innovate
Productive Use
• Recommend
Knowledge
• Provide Context
• Pre-empt future
needs
• Act on behalf
Personal Assistant
Bots
Cognitive Services

Business Model Innovation Frame
What are
your goals?
Where’s
the impact?
What
should
change?
Can we increase demand?
• Serve a different set of customers (convert the non-customers)
• Create new Value Propositions for customers (pains/gains)
• Improve sales and marketing (improve the brand)
• Understand better what’s missing in the market (find the whitespace)
• Improve the quality of existing products
Customer Experience Transformation Digital Optimization & Efficiency
Can we deliver cheaper or more efficiently?
• Improve supplier effectiveness
• Improve operational efficiency
• Improve employee productivity
Value Prop
Customer
Segments
Channels
Products &
Services
Revenue
Streams
Value Chain
Business Impact Frame
• Strategic Alignment
• Business process change
• Modernize architect (enable agile, etc.)
• Direct payback
• Reduce Risk
IT Value Frame
• Accelerate time to market
• Increase Coverage
• Recession proofing
• More agility
• Reduce Unit Cost
 Revenue  Quality
 Cost  Risk
T (Accelerate
Business)
1
2
3

Imagine if…
…you could use many channels to
expand the reach of your
business, better understand how
customers use your products, and
innovate quickly.

Key Benefits
[Strategic Options]
Scenarios
Business Drivers
Field Crew Efficiency
Safety and Compliance
Operational excellence
Customer Satisfaction &
Reliability
Market relevant products
Achieve Sustainable advantage
and growth
Economic Slowdown in
developed economies
Increasing costs
Customers demand
differentiation
Growth in emerging markets
Scarcity of skilled labor
Production loss avoidance
Reduction of inventory cost
Reduced time to market
Expert advice to remote
locations
Increased revenue through
relevant and differentiated
products
Avoid unexpected malfunction
Proactive resource planning
Supply chain optimization and
cost reduction
Improve product longevity
Better utilization of equipment
Agile workforce with better
mobility
Real-time updates for
equipment
Scenario Chain

Provide profitable services to customers, upgrade devices, and identify new offerings
CEOCurrent State
We’re not able to create personal connections with our
customers, and we have difficulty serving our customers
segments anywhere, anytime.
We are earning less from our product sales and need to create
new sources of revenue.
We don’t have a good understanding of how our customers use
our products or what services they need.
We have long cycles for product development and we frequently
have cost overruns.
We have an on-going, personal connection with our customers,
and provide them with personalized experiences.
We keep up with our customers’ needs and desires, understand
how they use our products, and anticipate their needs.
We quickly develop products and services that fit our customers’
lifestyles and interests.
We are expanding the reach of our business and targeting new
customer segments.
• Generate increasing revenue
• Develop products and services that fit our customers
• Create personalized experiences for our customers
• Enlarge our customer base
Scenario Narrative

Collaborative Development and Validation
Transform Your Products Solution Storyboard
Collective and Insightful Ideation Innovative Products and Fast
Time to Market
• Revenue from new, first to market, and
innovative products
• Shortened development cycle for new
products
• Lower product development cost
• Improved design robustness
Benefits
• Using collective and collaborative brain
power of employees around the world
• Accelerate innovation
• Promoting and encouraging virtual product
development behaviors and techniques
• Using insight tools like Microsoft Social
Listening
Start
• Costly, in person product development
activities
• Culture of “won’t believe it until I touch
and feel it”
• Relying on end solutions and conventional
wasteful activities
• Expensive physical builds and validation of
prototypes
Stop
• Using collective brainpower
• Real time idea generation/selection
• Virtual concept development
• Continuously seeking customer feedback
Continue
Top-line Impact
Innovative and differentiated product inspired by loyal customers, created using advanced collaborative development techniques, and continuously refined via a connected value chain.
Customers
Social
Listening
IoT and
Telemetry
Global design and
Engineering
Suppliers and
OEM Teams
Virtual Testing
Predictive Design
Prove out
Concept
Development
Fast to market
Satisfied customers
Cost effective
Robust Designs
Use insight about product use, customers, and trends to quickly develop new offerings

More
Personal
Computing
Social Media
Productivity Cloud
Smart
Agents
Skype
Dynamics
Marketing/AX
CRM Online
PowerAppsCognitive
Services
Personal Graph
Office Graph
Bing
PowerBI
Office 365
Product Usage
Field Observations
Supply Chain
Supplier
Supplier
Intelligent Cloud
App Insights
HDInsight
Azure Machine
Learning
Data Factory
Data Lake
Stream
Analytics
Event Hubs
HDStormAzure SQL DB
Notification
(Weather, Events &
W10
Cortana
Rep
Online
Devices
Signage
Customers
Customer
Service
Sales
Product
Design
Workforce Insights
Customer experience
insights
Weather &
Environmental
ProductTelemetry
Product
Designer
Windows 10
Cortana
Surface Hub
Devices
Xbox One/
Kinect
Band Hololens
Microsoft Social
Engagement

Benefits
Enabling
Changes
Business
Changes
Investment
Objectives
Business Drivers
Enabling
Technologies
Increase design and
engineering
productivity
Increase customer
satisfaction,
retention and value
Create new business
models for the
digital era
Adhere to
increasing
regulations
Design highly
differentiated,
relevant products
based on insights
and innovative
thinking
Rapidly experiment
with new business
models and
measure the impact
before committing
Optimize product
development
processes for
collaboration and
agility
Continually improve
experience to
increase customer
satisfaction,
retention and value
Use analytics and
machine learning to
identify new
opportunities
Analyze customer
experience data
from partners and
social networks
Analyze real-time
product usage
telemetry for
advanced decision
making and visibility
Competitive
pressure
Stay ahead of
changing customer
and market trends
Connect with
customer
Pressure to lower
costs through
manufacturing
process efficiencies
Green
manufacturing
Tightening safety
regulations
Increased pressure
to manage complex
supply chain
Internet of Things
Customer
Relationship
Management
Collaboration and
Information
Management
Mobile & Social
Computing
Big Data
Connect design
teams globally and
collaborate on
common goals to
seek optimized
solutions
Improved products
and services
Increase revenue
from innovative
“first to market”
options and services
Increase in
knowledge sharing
Reduce cost of
product
development
Advanced Analytics
Transform Your Products Benefits Dependency Network

Strategic
• Improved adoption and usage of products
• Increased discounts and promotional feeds
from partners and programs
• Increased brand recognition and recall
• New customer acquisition and retention
• Higher customer satisfaction
• Increased customer engagement and brand loyalty
• Improved data processing scalability
• Improved data modeling capability
• Improved analytical capabilities
Time to Value
• Reliable connection to partners and
suppliers
• Improve speed to market/innovation
• Shortened development cycle
• Increased agility in responding to new business
needs (cloud time)
• Sustained relevance of IT in manufacturing
Increase
Revenue
• Increased resale value
• Increased value from differentiated
offerings
• Increase revenue from innovative “first to market” options
and services
• Repeat sales from satisfied customers
• Increased market share
• Increase in ancillary revenue
Decrease Cost
• Reduced maintenance costs • Reduce cost of product development
• Reduce cost of prototyping, physical modeling, and
testing
• Reduced cost of data management
and storage
• Reduced cost of data acquisition
• Optimized connectivity costs
• Reduced cost of data analytics
Decrease Risk
• Significant reduction in likelihood of safety
incidents
• Increased knowledge sharing across product
development teams
• Unlimited ability to run virtual reliability and robustness
cycles in the cloud
Option value
Transform Your Products Value Touchpoints

• Improve speed to market/innovation
• Reduce Failure of Acceptance
• Uptake of supplemental services
(add on services, etc.)
• Reduce cost of product development
• Decrease in need for on-site or
service-center remediation
• Increase in knowledge sharing
• Reduced cost of prototyping, physical
modeling, and testing
Transform Your Products Business Outcomes/Results
People
• Increase time spent engineering and
less time on non value added tasks
• Seamless idea sharing and collaborative
development between individuals
and teams
Innovation
• Enhanced market insight into ideation
• Faster time to market
• Increased return on innovation
investment
• Lower environmental impact and
pioneer innovation design solutions
Brand
• Improved brand perception
• Improved market penetration
• Retention of existing customers
(reduced churn)
• Increased customer satisfaction with
products/services
Culture
• Increase in employee productivity
• Accelerate innovation
• Integrated design for environmental
compliance
Transform Your Products Value Realization Scorecard

Phase 2: Experiment and Measure the impact
• Create new engaging experiences for customers through apps and
devices that improve daily life, productivity and increase well being.
• Experiment with new business models by creating value for customers in
new ways while attempting to capture some of the value created.
• Identify and measure customer’s needs and wants from current and
predict the value and acceptance of future designs
Phase 1: Understand Your Customer
• Gather data about in-market and future market customers, products and
markets from all channels and partners (not just ‘our products/customers’)
• Enable centralized analytics capability for analytics and reporting purposes
• Use data from in-market and adjacent products, social networks, and
analytics to uncover new opportunities and roadmap commitments
Time
Value
Phase 3: Optimize Value Delivery & Value Capture
• Mange customer and partner interaction, purchase, service & payment
history
• Implement context-aware systems that proactively detect and notify
other devices and systems of problems along the value chain
• Redesign processes and workflows to increase efficiencies
• Modern Applications
• App, System & Human Telemetry
• Mobility
• IoT
• ETL
• Data Management
• Data rationalization
• Big Data
• PowerBI
• Deliver engaging &
transformative customer
experiences
• Acquire new customers
• Monetize existing assets
• New sources of revenue
• Improve customer
experience
• Improved employee
collaboration
• Raise customer
satisfaction
• Reduce operating costs
• Improved operational insight
• Lower operational costs
• Less unplanned downtime
• Supply Chain Analytics
• Machine learning
• Predictive & Prescriptive Analytics
• Reporting and Dashboard
• Notifications
IT ProjectsBusiness Benefits
Roadmap

Challenge
Flight delays are disruptive
and costly for passengers and
freight, and have a very large
financial and logistical impact
on airlines.
Rolls-Royce aims to minimize
the cost and disruption of
airline maintenance, and to
expand the services it offers
to develop new revenue
streams.
Strategy
Rolls-Royce is leveraging
Microsoft Azure to
aggregate large amounts of
data from many locations
and use analytical tools and
models to predict
maintenance needs.
To help customers
understand the data and
make better decisions, the
solution provides
dashboards and
visualization.
Results
• Minimize cost and
disruption of flights.
• Enable airlines to achieve
safer, more efficient, and
more profitable
operations.
• Increase revenue through
new business models and
compelling services.
“By working with Microsoft we can really transform our digital services, supporting customers
right across engine-related aircraft operations to make a real difference to performance.”
– Tom Palmer, Senior Vice President
Services, Civil Aerospace
Transform Your
Products
Customer Rolls-Royce
Technology
•Microsoft Azure
IoT Suite
•Microsoft
Cortana
Intelligence Suite
•Microsoft Azure
Stream Analytics
•Microsoft
PowerBI
Rolls-Royce
Transforming products and services to support new business models, and disrupting the airline industry
Customer Story

Challenge
Create a portable tool that is
fast, easy-to-use, scalable,
and indicates when early
intervention is necessary to
treat dyslexia.
Strategy
Using the Azure platform,
analytics, and machine
learning, Optolexia built a
screening tool to easily
assess children for dyslexia.
The solution sends data from
eye-tracking equipment to
the Azure cloud, where an
analysis engine based on
Azure Machine Learning
evaluates the data against a
large repository of eye-
tracking data.
Results
• Early identification of
students at risk for
dyslexia
• Early intervention and
treatment
• Higher accuracy and
reduced costs of
screening
• Scalable platform to
enable screening for
other diseases and
conditions
“The flexibility and ease of use of the Azure Machine Learning analytics platform
makes it a perfect foundation for expanding our existing solution into new areas.”
– Fredrik Wetterhall
Chief Executive Officer
Transform Your
Products
Customer Optolexia
Country Sweden
Technology
•Microsoft Azure
Cloud Services
•Microsoft Azure
Analytics
•Microsoft Azure
Machine
Learning
•Microsoft Visual
Studio
Optolexia
Early screening for dyslexia with eye-tracking, cloud-based tool
Customer Story

Challenge
ABB needs to innovate quickly
to provide the equipment and
value-added services needed
to take an early lead in the
vehicle charging market.
As part of innovating
improved equipment and
services, ABB needs to gather
and analyze telemetry and
customer behavior.
Strategy
ABB is developing charging
equipment and stations
using detailed data and new
insight from stations,
equipment, and customers.
ABB equipment will be
connected to Azure and take
advantage of the machine
learning and predictive
analytics that Azure
supports.
Results
• Innovative and scalable
products and services
• Digital transformation of
electric vehicle
infrastructure
• Agility to quickly improve
existing features and
develop new features.
"This partnership gives us the solutions, scalability and global agility to support expanding demand for EV charging
infrastructure in the world’s major automotive markets, which is a key focus of our Next Level growth strategy.”
– Pekka Tiitinen
President
Discrete Automation and Motion Division
Transform Your
Products
Customer ABB
Country Switzerland
Technology
•Microsoft Azure
Cloud Services
•Microsoft Azure
Machine
Learning Suite
•Microsoft Azure
Analytics Suite
ABB
Developing innovative products and services to meet customer demand
Customer Story

Challenge
• Support safe operations of
flights.
• Increase productivity of
mechanics.
• Improve quality of flight
training and maintenance.
• Build brand and innovate
in operations and
customer service.
Strategy
Using the Microsoft
HoloLens, users can see a
version of a plane's engine
and other equipment placed
in the real world.
Users can manipulate
equipment, find specific
parts, and simulate cockpit
operations as though sitting
in the cockpit seat. Japan
Airlines is also adopting
Microsoft’s Surface Hub to
streamline their
development processes.
Results
• Improve training and
quality of performance
for maintenance crews
• Enable supplementary
training for flight crews,
and trainees seeking
promotion to copilot
status
• Optimize operations
“We believe that HoloLens can contribute to the safety of our business, which is the most important criteria for airlines.”
Koji Hayamizu
Senior Director of the Planning Group for
JAL’s Products & Service Administration Department
Transform Your
Products
Customer Japan Airlines
Country Japan
Technology
•Microsoft
HoloLens
•Windows 10
Japan Airlines
Leveraging new technologies to drive innovation in business operations and customer service
Customer Story

Challenge
Need better insight and
collaboration to stay in
constant motion and support
the rapid pace of
technological changes in the
Formula 1 sport.
Strategy
The Lotus team leverages
data coming from the car
telemetry system, and using
predictive analytics and
machine learning, apply the
insight to quickly and
collaboratively innovate and
produce better components.
Results
• Increased agility when
developing and
integrating design
changes
• Improved sharing of
information
• Increased cost awareness
at all levels
• Support just-in-time
manufacturing with
improved insight into
parts lifecycle
“We tied Dynamics AX in with everything from design release to
consumption of parts on the car at the track, this included project-based
manufacturing and design engineering– the production of the car.”
– Thomas Mayer
COO, Lotus F1 Team
Transform Your
Products
Customer Lotus F1
Technology
•Microsoft
Dynamics AX
Lotus F1
Insight and collaboration enable rapid advances in technology, design, and production
Customer Story

Products
• PowerBI
• Skype
Engagement
• CRM Online
• Office 365
• Media Services
• Azure CDN
• SharePoint
• Azure SQL DB
• Azure Storage
• HD Storm
• HD Insight

Digital Transformation Portal -
http://aka.ms/transform
Digital Transformation Narrative –
https://fm.clouddam.microsoft.com/en-
us/asset/234694
Book of Dreams Landing Page:
http://aka.ms/BookOfDreams
Additional Resources
EPG
Book of Dreams
Services Portfolio
Services Portfolio Home -
http://aka.ms/Portfolio
Integrated Solutions Landing Page:
http://aka.ms/ISP
Integrated Solution

Contributors and Reviewers (continued on next slide)
Core
Development
Team
Andy Eunson, David Meltzer, Eiko Ermold, Eve Enslow, J.D. Meier, J.P. DeCuire,
Kristin Johnsen, Steve Sweetman
Contributors
and Reviewers
US
Adil Soofi, Ali Powell , Art Akerman,
Atul Totre, Andrew Comas, Barry Robbinson,
(MCS), Bill Malinak II, Bob Yates, Brian Loomis,
Brian Otto, Brian Roach, Brook Karen,
Celso Avelar, Chris Regan, Dan Weiss,
Dave Bukovich, David Carroll, David Esposito,
David Middleton, David Schroder,
Dean Abrams, Ed McGinn, Edward Clark,
Hilton Pereira, Hugo Martorelli,
Jay Inman, Jeff Saper, Jerry Yang, Jim Burns,
Jim DeMarco, Jim Smith, Joel Byford,
John Roach, John Thompson, Jolly Kaur,
Joseph Starwood, Kathy Cox, Keith Homiski,
Ken Truitt, Keven Markham, Kevin Zhang,
Kim Murphy, Kosma Zygouras, Marc Dencker,
Marc Ashbrook, Marc Garcia, Manik Sarka,
Matt Diamond, Matt Valentine, Matthew Slavin,
Michael Sternberg, Mike Tokarcik,
Mitchel Hudson, Nat Dodge, Nick Davenport,
Pete DiPaola, Phillip Eng, Rajan Dwivedi,
Randy Hounsel, Ravi Mundhe, Rich Diaz,
Rich Waller (Acting), Sarah Steiger,
Sree Sundaram, Steven Hollinshead,
Sunny Amin, Sue Ellen Jeffrey, Vivek Ratna,
Will Macdonald
Australia
Al Sheena, Itay Feldman (Adecco),
Joe Dicarlo, Luanne Middleton-Cross,
Martin Welsby, Matt Beer, Rita Arrigo,
Salim Naim, Stan Kotlyar, Tuan Jean (TJ) Tee,
Wayne Hart
Canada
Ahmed Ayad, Attilio Bagnulo,
Brad Clayton, Christine Trudeau,
Daniel Martin, Evan Diamond,
Gary Pronych, George Earl,
Goran Skenderija, Ian Hunter,
James Dzidek, James Sheppard,
Jason Konoff, Jason Searle, John Gardner,
JP Poinsignon, Mark Lamb,
Michael Minnie, Pierre St-Aubin,
Renaldo Scalabrino, Robert Wood,
Shawn Roberts, Steven Major, Umit Tric
Germany
Albert Kolb, Alexander Wicher,
Andreas Brands, Andreas Kopp, Arnd Simon,
Axel Schwarz, Bianca, Christian Peche,
Christian Roller, Detlef Kaiser,
Detlef Kraus-de Weerth, Domnik Langrehr,
Doris Präger, Eric Pferrer, Frank Blankertz,
Frank Kaleck, Henrik Leiste, Jens Neumann,
Joerg Hassenbach, Jörg Stephan, Lei Liu,
Marcus Kunde, Markus Raquet, Martin Beyer,
Martin Diewald, Matthias Progscha,
Michael Mueller, Nicole Lang, Ralf Hensel,
Robert Brands, Ruediger Thomas,
Simon Mattes, Steffen Futtere, Volkmar Eich,
Volker Strasser
Many thanks to the following key contributors and reviewers:

Contributors and Reviewers (continued from previous slide)
Contributors
and Reviewers
India
Abhrajit Ray, Aniruddha Sen,
Ashish Kumar (ADHIKARI),
Balasubramanian Somasundaram,
Gopi Srinivasan, Guru Bharadwaj,
Mohit Juneja, Pravin Kumar Mishra,
Ramesh Paturi, Rathi Ranjan Dasqupta,
Samir Shah (MCS), Srinivasa Sivakumar,
Subhro Mukherjee, Tarun Malik,
Vikram Munjal, Vishnu Bhavaraju
Japan
Atsushi Marutani, Shinpei Misawa,
Masahiro Utsu, Ryuichiro Hamada,
Shogo Akashi, Yasuyuki Tsuchiya
Latin America
Alessandro Martins, Alexandre Nardi,
Ana Atienzar Molpeceres, Daniel Juarez,
Fernando Machado Piriz, Ian Webster,
Jorge Diaz-Zapater, Jorge Morales Meneses,
Lucia Serra, Luis Young, Rajiv Shah,
Raul Flores Palacios, Roberto Garcia,
Victor Alfonso Mendivil, Vijay Musuvathy,
Waldir Arevolo de Azevedo Filho,
Willman Garzon
S. Africa
Andre Truter, James Van Den Berg,
Johan Klut, Khaliq Dollie, Khaliq Dollie,
Kim Schulze, Robbi Laurenson,
Rochelle Mountany, Rupert Nicolay,
Tristan Naidoo
Western Europe
Alan Buglass, Aldo di Somma,
Alessandro Lombardi, Alex Winch,
Andrew Jones, Andrew Quinn, Andrew Read,
Andy Smith, Andy Winskill, Angus Duncan,
Bandar Alsharfi, Bernd Schneider,
Colm O'Halloran, Dave Preedy, David Rowe,
Edzard Paulussen, Ged Hickman, Gill Glover,
Giuseppe Bordonali, Hemant Anand,
Hugh Steele, Ian Burgess, Ian Crow,
Ian Erridge, Ingrid Jack, James MacGregor,
Jason Deskin, Jennifer Morrison,
Jeremy Davey, Jerome Clement,
Katharina Hofmueller, Kunal Kodkani,
Mark Loughran, Markus Christen,
Martin Eggimann, Martin Wilkins,
Michael Vermeersch, Mike Myers,
Nick Ryan, Paul Farnan, Paul Lidbetter,
Peter Deane, Peter Simons, Philip Rowland,
Roderick Morgan, Roger Chappé de Léonval,
Serge Thomas, Shashi Rana, Simon Ripley,
Simone Vicoli, Sonja Ridley, Stefan Fischer,
Stephen Kell, Steve Williams, Stuart Murray,
Sylvia Croxall, Thomas Palmié, Vivek Warrier

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