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Marketing Function and Technology: Impact of Digitalization On Siemens HR Function

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Cloud-Based Computing is a new paradigm shift for distributed applications, platforms,

and infrastructures globally accessible through any mobile device with Internet access
providing HR leaders the opportunity to complete these tasks. Due to data centralization,
the HR workflow and operations are streamlined across the enterprise. Implementing
cloud solutions can have a positive impact on various streams of operations ranging
from product development, workforce management to business integration.
Similarly, Big data technology helps HR professionals to understand their customers,
market to target audience group. It helps them to identify emerging trends based on
which HR plans recruitment, retention, and performance measurement. Also helps HR
leader to take critical decisions using the relevant data.
Streaming desktop video used to facilitate distance learning and training or to
provide corporate information to employees quickly and inexpensively.

With the introduction of new technology HR department possibly face several


challenges.
First challenge is the speed in which the changes happens. HR to help everyone in the
company accept and embrace the increasing speed of change.
Second challenge to keep all relevant skills on board by establishing a learning culture.
Third one the organizational development activities aimed at building openness,
transparency fairness and diversity support.
Fourth one, HR, as a function, must ensure that its organizational design, processes and
people aren’t a hindrance but rather a lever for cultural transformation.
To ensure greater speed, flexibility and in-depth expertise, a customized HR operating
model created which maintains the advantages of size and scale – a model that is core
for the business as well as professional and agile.

Impact of digitalization on Siemens HR function:


In the case of Siemens, the company’s committed and trained workforce that as played
a vital role in the success and growth of Digitalization at Siemens. The employees of the
company are motivated, professional, trained, and work alongside the company’s
mission and goals.HR director Janina Kugel drove employer branding campaigns, and
introduced different workspaces, replacing the long halls and closed doors with
transparent and communication oriented open space. Siemens build collaborations with
universities to attract talents for data scientists. HR department created public
awareness to about its digitalization strategies in order to reach software talents.

Marketing function and Technology


New technologies enable firms to practice customized marketing on an economical
basis. Technology has a strong impact on the marketing strategy in terms of collect,
handle, interchange, communicate, analyse, personalise and customise information,
leading to cost reductions, more effective marketing procedures and improved customer
satisfaction.
Analytics in marketing is a deviation point where the performance of channels,
technologies, ads, offers etc are trackable like anything. It helps track historical data for
several metrics such as website traffic, sources of traffic, number of users,
demographics of users and helps forecast potential changes in the future. Most popular
website analytics tool is free Google Analytics. For enterprise Adobe Analytics is also
very popular tool.
CRM system for marketing helps the enterprise to identify and target potential clients
and generate leads for the sales team. Cloud CRM integrates with social media and
facilitates team communication. A widely implemented model for managing a company’s
interactions with customers, clients, and sales prospects. It involves using technology to
organize, automate, and synchronize business processes—principally sales activities,
but also those for marketing, customer service, and technical support. Cloud-based
CRM systems offer complete mobility and provides option custom made apps. CRM
provides Contact management, Lead management, Sales forecasting, Instant
messaging between employees, Email tracking and integration with Outlook and Gmail,
File and content sharing, Dashboard-based analytics etc.

Impact of digitalization on Siemens marketing function:


Digitalization in Siemens made it more focused than synergy. Every vertical focused on
the know-how about their customers which has the competitive advantage that
differentiated Siemens from competitors. Digitalization at Siemens become more
consumer-centric than product-centric. In 2014 as part of digitization initiative Siemens
implemented new organizational structure, which is consumer specific such as utilities,
network operators, power distribution, rail operators, construction companies etc. Social
patterns make companies more consumer centric. Market segmentation and consumer
grouping are now measuring of psychographics and lifestyles of the consumers. This
helps to reposition its items or administrations to meet the changing desires and needs
of consumers. Use consumer-oriented and consumer-based marketing – which use
emotional appeals to influence consumers.
Aside from these things, it has developed a distinct and distinguished brand image which
is additionally a premise of differentiation and encourages Digitalization at Siemens to
advertise, promote and market its products and brand better than the competing players
in the local and international markets.

Finance and Accounting function and Technology


Finance processes involve complex analysis and data computation. Digital Technology
tools transformed these finance functions with improved planning and decision making,
streamlined processes, and better cost management and elements which are critical to
meet business challenges.
These digital tools further categorized into ‘core modernisation’ or ‘exponentials’. Core
modernisation tools are ones that focus specifically on updating financial systems and
existing capability i.e. mainstream whereas exponential tools concentrate on delivering
new capabilities to the finance function i.e. early adopters.
Technologies used for Core modernisation tools are Cloud Process, Robotics and
Visualisation
Technologies used for exponentials tool are Advanced analytics, Cognitive computing,
In-memory computing and Blockchain
Advances in technology such as robotics, artificial intelligence or the cloud present a
golden opportunity for the finance function without changing the core finance system
essentially removing the large overhead for adopting technological upgrade and change.

5G Technology and its impact on Telecommunication and


Networking Industry
Technology Analysis
5G is the fifth-generation mobile networks or the next major cellular evolution after 4G.
The overall aim of 5G is to provide ubiquitous connectivity for any kind of device and any
kind of application that may benefit from being connected.
5G networks will not be based on one specific radio-access technology. Rather, 5G is a
portfolio of access and connectivity solutions addressing the demands and requirements
of mobile communication. Seen from a historical point of view, each of the cellular
standards has evolved around a set of key use cases:
1G: Voice services, 2G: Improved voice and text messaging, 3G: Integrated voice and
affordable mobile Internet and 4G: High capacity mobile multimedia.
The future of mobile communications is likely to be very different to that which we are
used to today. While demand for mobile broadband will continue to increase, largely
driven by ultra-high definition video and better screens, we are already seeing the
growing impact of the human possibilities of technology as the things around us become
ever more connected.
Objects ranging from cars and factory machines, appliances to watches and apparel, will
learn and organize themselves to fulfill our needs by automatically adapting to our
behavior, environment or business processes. New uses will arise, many not yet
conceived, creating novel requirements that communications networks must be able to
meet flexibly and cost effectively in order to support operator profitability and the wider
ecosystem. The way
- how we travel and experience our environment (real world mobility)
- how we can control remote environments (virtual mobility)
- how the infrastructure around supports us (high performance infrastructure)
- how we produce goods (4th industrial revolution)
will completely change. We already have indicators about these long-term trends and
disruptions, and they are not only driven by the Internet and telecommunication industry
but also from the other industries such as automotive, healthcare, manufacturing and
logistics, the public sector etc. who need to reinvent themselves. As a result, this creates
a highly dynamic and innovative environment.
5G has the potential to enable fundamentally new applications, industries, and business
models and dramatically improve quality of life around the world via unprecedented use
cases that require high data-rate instantaneous communications, low latency, and
massive connectivity for new applications for mobile, eHealth, autonomous vehicles,
smart cities, smart homes, and the IoT.
What is needed is 5G – the new generation of radio systems and network architecture
higher multi-Gbps peak data speeds, ultra-low latency, more reliability, massive network
capacity, increased availability to enable the programmable world. Higher performance
and improved efficiency empower new user experiences and connects new industries.
Every industry will be affected by 5G. Network speeds as high as 10Gbps and with
extremely low latency are a driving force for new applications that use massive
broadband capabilities. 5G will be the platform enabling growth in many industries,
ranging from the IT industry to the car, entertainment, agriculture and manufacturing
industries. 5G will connect the factory of the future and help creating a fully automated
and flexible production system. It will also be the enabler of a superefficient
infrastructure that saves resources. Immersive augmented & virtual reality are changing
business processes already today.
We can expect that safety and business-critical applications will increasingly run on the
wireless network, which necessitates stringent, reliable and predictable service levels in
terms of capacity, throughput and latency. These levels will far exceed those used today
With the anticipated growth of Internet of Things (IoT) during the next few years, there
will be more users, more devices and a more diverse range of device types than ever
before.

Heterogeneous use – diverse industrial


requirements

5G will enable very diverse use cases with extreme range of requirements and the
biggest difference between 5G and legacy design requirements is the diversity of use-
cases that 5G networks must support and the new opportunities it will create compared
to today’s networks that were designed primarily to deliver high speed mobile
broadband. However, 5G will be about people and things that can be broadly split into
three use-case categories:

1.Massive broadband that delivers gigabytes of bandwidth on demand (Enhanced


Mobile Broadband (eMBB)):
This is about massive broadband that delivers gigabytes of bandwidth on-
demand and more importantly, improves the consistency of end-user experience,
data rate of user. Wherever they are located it will be constant.
Extreme mobile broadband addresses the human-centric use cases for access to multi-
media content, services and data. The demand for mobile broadband will
continue to increase, leading to extreme mobile broadband. This delivers multigigabytes 
of bandwidth on demand.
The extreme mobile broadband usage scenario will come with new application areas
and requirements in addition to existing mobile broadband applications for improved
performance and an increasingly seamless user experience.

2. Critical machine-type communication that allows for the immediate, synchronous


eye-hand feedback that enables remote control over robots

Ultra-reliable and low-latency communications (URLLC):


This new domain called critical MTC that demands immediate, synchronized eye-to hand
feedback to remotely control robots and deliver the tactile internet. This covers both
human- and machine-centric communication. This use case has stringent requirements
for capabilities, such as, throughput, latency and availability. Some examples include
wireless control of industrial manufacturing or production processes, remote medical
surgery, distribution automation in a smart grid, vehicle-to-vehicle communication
involving safety and so on. An example of a human-centric use case is 3D gaming and
“tactile internet, “where the low-latency requirement is also combined with very high data
rates.

3. Massive machine-type communication that connects billions of sensors and


machines:
mMTC deals particularly with wireless connectivity and networking amongst massive
numbers (billions) of sensors and machines and is considered a key progression from
the Internet of Things IoT to the Internet of Everything. This use case is characterized by
a very large number of connected devices typically transmitting a relatively low volume
of non-delay-sensitive data. Devices are required to be low cost and have a very long
battery life.

5G impact on various industries


5G technology will allow mobile to move beyond consumer and enterprise use services
into industry, thereby allowing humans to interact with the physical world like never
before. The incredible use of spectrums allows 5G to address an unprecedented number
of industrial use case.

Automotive Industry
For Automotive industry 5Gtechnology is expected to be a game changer. Connected
cars and vehicles is a hot topic for many industry players from car manufacturers,
consumers and insurance companies to governments. The automotive sector is
expected to be a very important new driver for 5G, with many use cases for mobile
communications for vehicles.
The autonomous vehicles performance and safety could be vastly improved through 5G
communications.Autonomous vehicles can reduce accidents and improve road utilization
as vehicles can be driven closer to each other and more safely than human drivers can
achieve.
Automotive Sector: Key drivers for 5G adaptation

 Cooperative Mobility: 5G connectivity allowing cars to inform each other


instantaneously about critical events, such as traffic jams, accidents, or severe weather,
to increase safety, including delivering ADAS alerts to other vehicles via vehicle-to-
vehicle (V2V) communication.

 Automation: 5G’s potential role in making driverless vehicles reliable by crowdsourcing


real-time vehicle sensor data for traffic and maps, as well as complementing, enhancing,
emulating, and even replacing dedicated short-range communication (DSRC)-based
V2V services, which, in turn, provide redundancy in conjunction with ADAS.
Automotive sectors: a vision for their future

 vehicle platooning: vehicles dynamically forming a group, driving together, and


proceeding at a very short distance from each other;
 advanced driving: sharing driving intentions, sensor data, and videos gathered
through onboard cameras with roadside infrastructure, other vehicles,
pedestrians and network servers, for safety and traffic efficiency applications, as
well as semi- or fully-automated driving;
 remote/cloud computing driving: a remote driver or a V2X application that
operates a remote vehicle traveling in dangerous environments, with impaired
passengers onboard, or public transportation vehicles.

Transportation companies can take advantage of autonomous car fleets. The fleets can
be utilized more effectively with fewer accident caused by human error. In addition, real-
time ultra-reliable communications between vehicles, infrastructure and smartphones
could enable traffic to flow more smoothly, eliminating traffic jams and creating a safe
transportation infrastructure is another major area where self-driving cars and smart road
infrastructures enabled by 5G networks can reduce accidents, saving more than one
million lives every year .
Key challenges for transport and logistics hub:

 Eliminate consignment losses and transit time delays, supporting modern JIT


supply chains
 Ensure resiliency of IT infrastructure and control systems
 Increase throughput with existing transport infrastructure
 Reduce carbon emissions and particulate pollution
 Execute digital transformation with an aging fixed line infrastructure
Transportation and logistics hubs: a vision for their future
 AI-managed, automated vehicles for maximum throughput through multi-modal
transport and logistics hubs
 Resilient, secure control systems
 Highly dependable, short transit times for just-in-time supply chains
 One coms/compute infrastructure to support an increasingly complex ecosystem
of modalities & stakeholders
 Massive instrumentation to ensure minimal carbon footprint and particulate
pollution

5G Techonology fulfills the above requirements of transort and automotive sector in


order to meet the needs of the automotive industry

 Ultra-high availability
 Ultra-high reliability
 Ultra-high resilience, namely
 Low latency, ranging between ~100ms and 10ms.
 High data rate, ranging between 0.5 and 50 Mbps, with lower
requirements for uplink traffic
 Many simultaneous connections, namely 2000-4000 vehicles/km

Factories of the Future


Industry 4.0 enabled by 5G networks can allow manufacturers to automate end-to-end
factory operations and even set up and take down new product lines or entire factories
virtually.5G technology enables growth in many industries, such as IT industry ,
entertainment, agriculture and manufacturing industries etc. It will provide the mass
connectivity to the future factory which makes it fully automated and flexible production
system. 5G will build a ultra-super-efficient infrastructure. It helps in saving resources,
increases the safety. Critical applications will increasingly run on the 5G enabled
network. The technology will serve the stringent requirements of the industry by
providing a reliable and predictable service in terms of capacity, throughput and latency.
With trillions of sensors, machine controlled robots and autonomous logistics, all capable
of talking to each other and operated remotely in real time via 5G networks,
manufacturers can achieve 50% improvement in manufacturing productivity by
eliminating wastages and leaks, guaranteeing quality, removing process inefficiencies,
minimizing labor and energy costs and responding to demand in real time with zero
delays and zero inventories.

Key Drivers for 5G in factory and industry automation


• Increase flexibility and agility to quickly change production lines
and introduce new products
• Maximize uptime to minimize business interruption
• Increase human–machine collaborative interworking without
compromising safety
• Automate processes more, to gain efficiency
• Reduce carbon emissions and energy consumption

Factory and industries: a vision for their future


• "Job-lot size of one" – mass personalization of products
• AI-backed, automated testing, monitoring, and analytics, for production
resiliency.
• Digital automation for productivity.
• Real-time logistics for dynamic planning and automated capacity
scaling.
• Digital value platforms for fast reconfiguration of supply chains.

Megatrends in digital transformation impacting manufacturing industry


• Internet of things: IoT optimized device connectivity and robust industrial
operations
• Blockchain: New approaches for engagement and collaboration
• Autonomous vehicles: Drones, cars, trucks, mobile robotic
• 3D printing: Additive manufacturing used in broad range of applications
• Augmented and virtual reality: Changes the way things can
be experienced and presented which results in creating new opportunities 
• Advanced robotics: Adaptive and flexible, advanced sensors, improved
intelligence
• Nanotechnology: Lighter, stronger, recyclable, adaptive and smart
material
• Artificial intelligence:to analyze massive amounts of data and solve
challenges that were not possible before

5G technologies will trigger an IoT revolution in future factories.


5G enables ultra-reliability and virtual zero latency wireless communication technologies
which will become a key factor for the industrial communication systems.
Health Care Sector
The healthcare industry started increasing the adoption of devices with sensing
equipment, technology and telemedicine Hospitals can arrange remote robotic surgeries
via a customized 5G network that minimizes network latency .5G connected healthcare
chips can constantly monitor vital signs, prevent conditions from becoming acute and
constantly adapt medication to meet changing conditions. Remotely controlling robots,
rovers, devices or avatars in real-time can help us work safely outside dangerous
places. Hospitals can arrange remote robotic surgeries via a customized 5G network as
if the surgeon was physically present. The system needs to be extremely reliable with
Block Error Ratio (BLER) up to 10-9 and end-to-end latency of less than 1 millisecond to
support the necessary haptic feedback.
Key drivers for 5G in Healthcare system
Multiple factors seem to be propelling the adoption of 5G technologies in the healthcare
sector.
 Insufficient numbers of medical personal, driving the need for automation
 Bringing expert knowledge
where the patient needs it
 Healthcare at remote locations (medical deserts)
 Enhancements in emergency first response
 Remote consultations
Telemedicine is one of the segments which will benefit most from the promising 5G
capabilities. Based on the performance with regards to latency and bandwidth 5G
support e-health will be able to solve some of the key challenges of healthcare in
modern societies:
Healthcare: a vision for their future

 Unlimited bandwidth will be provided by 5G wireless technology.


 Quickly transmitting large imaging files from MRIs and other image machine
which can improve both access to care and the quality of care.
 Telemedicine expansion: Missing medical coverage in rural and remote areas
while density of doctor practices in cities is too high. With 5G, healthcare systems
can enable mobile networks to handle real-time high-quality video.
 5G applications in health care will help patients to medical centers where
transportation is a difficult.
 Will help where lack of medical personal, specialists for serious diseases are
rare. With improved augmented reality (AR), virtual reality (VR) and spatial
computing, 5G will enhance the innovative ways for treatments. Also, the 5G
applications will be useful for simulating complex medical scenarios and enabling
alternative treatments for the critically ill.
 5G technology will provide a reliable, real-time remote monitoring system which
can help in monitoring patients and gather data by using IoT devices and
sensors.
To begin with, the limited capabilities enabled by existing wireless technologies will be a
major concern. Aforementioned requirements such as latency, reliability, data rate and
coverage among many others, are critical elements in supporting the decentralized care
delivery model and individualized medicine and will be in the years to come. Compared
to the previous generations, 5G systems would bring many advantages, including the
following, to name but a few:
 Guaranteed user data rate of 50 Mb/s.
 1/5 X in end-to-end latency reaching delays of 5ms.
 Service (transmission) reliability of >99.999% for specific missions and critical
services.
 1000 X in number of IoT devices reaching a density of 1 million terminals/km2
and a total of 1 trillion.
 1000 X in mobile data volume by geographical area.
 1/10 X in energy consumption compared to 2010, while traffic increases
dramatically at the same time.

Company Analysis
An increasing number of Communication Service Providers(CSP) globally,
predominantly in developed countries, are accelerating and broadening the scope of
their 5G build-outs. There are a few reason CSPs will pull forward their 5G timelines,
including the need to stay competitive for customers of traditional mobile broadband and
high-speed internet services, reduce the cost per gigabyte of carrying traffic (network
opex efficiencies) and build a foundation in preparation for new use cases of the
network. The availability of 5G devices, including a variety of smartphones, IoT devices
is another key driver prompting earlier infrastructure investment.
There is a dynamic ecosystem of companies aiming to disrupt the Radio Access
Network market, which is typically the costliest domain in the construction of a mobile
network and an area where CSPs are keen to employ technologies that will improve the
economics of deploying cellular access infrastructure.
Telecom vendors are pursuing strategic acquisitions and making alliances with other
players in order to strengthen network capabilities to enhance 5G solution delivery.
Environmental analysis
The 5G networks supports carbon reduction targets by allowing public bodies to use
smart lighting, smart heating and smart electric vehicles charging hubs. Sensors on
street lights could detect air pollution and monitor congestion.
Lower pollution and CO2 reductions – Improved natural resource management.
Several operators have been actively developing and deploying green technologies,
including green BSs powered solely by renewable energies, and green access
infrastructure such as cloud, collaborative and clean radio access network (C-RAN)
Reduced waste – Reduced energy consumption and CO2 emissions – Better and more
informed electronic waste
Besides transportation, buildings also use large quantities of energy for lighting, heating,
cooling, and other operations, accounting for as much as 42 percent of global energy
consumption. Smart, efficient building design with dynamic systems would reduce the
amount of energy.
Cleaner environments – 5G technologies can address air quality and energy
consumption by creating smarter transportation management systems. Traffic
congestion in cities carries tremendous costs in terms of wasted fuel and wasted time.

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