Realizing 2030: A Divided Vision of the Future · Realizing 2030: A Divided Vision of the Future Spokesperson Training Global business leaders forecast the next era of human-machine

Realizing 2030: A Divided Vision of the Future

Spokesperson Training

Global business leaders forecast the next era of human-machine partnerships and how they intend to prepare

Dell - Internal Use - Confidential2 Dell - Internal Use - Confidential2

CONTENTSObjectives

About the Research

The Narrative & Key Findings

Summary/Snapshot of Findings

Communications Plan

Dell - Internal Use - Confidential2


A U D I E N C E S BDMs, senior ITDMs, partners, team members, analysts, media, key influencers

Position Dell as a trusted advisor and strategic partner for customers

Demonstrate that Dell Technologies is a technology visionary, highly innovative,

an expert on digital transformation

Go beyond the product story, elevate and humanize Dell Technologies’ POV on digital transformation

Digital Transformation Thought Leadership:Objectives



QUANTITATIVE

3,800Director, c-suite from mid-size

to enterprises w/key functions

• Finance• Sales• IT/Tech• Customer

Services• Production

& Manf.• HR• Marketing

• Owner/Executive

• R & D• Digital• Customer

Experience• Logistics and

Supply Chain

Automotive

Financial Services

Public Healthcare

Private Healthcare

Life Sciences

Technology & Telecoms

Insurance

Manufacturing

Media & Entertainment

Oil & Gas

Retail & Consumer Products

INDUSTRIES

AMERICASUSA, Brazil, Mexico

APJAustralia, China, India, Japan,

NZ, Singapore

EMEAFrance, Germany, Italy,

Netherlands, UAE/ Saudi Arabia, United Kingdom,

South Africa

GLOBAL REACH

17COUNTRIES

Research METHODOLOGY


Quantitative research conducted by Vanson Bourne in 2017


Research EXPLORATIONWhat we asked Today’s digital transformation status

What success looks like

Forecast for the future – year 2030

Priorities for transformation

Tips for others



The Narrative & Key Findings



What weUNCOVERED

5 Point Narrative

Business leaders agree – we’re entering the next era of human-machine partnerships.

But they’re torn by what this means for them, their business and the world at large. We can see this division in the way that leaders forecast the future.

Leaders are struggling with the pace of change. They’re not moving fast enough or going deep enough to overcome common barriers to operating as a successful digital business.

However, businesses are united in the need to transform and how.

Dell Technologies Point of View - transform IT, workforce and security today in order to leap ahead.

1

2

3

4

5

1

Entering the next era of human –machine partnerships



26% workforce and machines

are already working together successfully as integrated teams

82% say workforce and machines will

work together as integrated teams in 5 years

We’ve worked with

machines for centuries, but our reliance on them is

about to reach new levels.

Emerging technologies will open-up amazing new

possibilities, unlike anything we’ve seen before.

Entering the next era of human-machine partnerships1


2

A Divided Vision of the Future: Leaders are torn about what this shift will mean for themDell - Internal Use - Confidential10


2030 ForecastsAGREE DISAGREE

Automated systems will free-up our time

People will take care of themselves better with healthcare tracking devices

People will absorb and manage information in completely different ways

Smart machines will work as admins in our lives – connecting our lives to highly personalized goods and services

It will be harder to disconnect from technology

50%

54%

46%

57%

58%

50%

46%

54%

43%

42%

Our Lives

A Divided Vision of the Future

*NB Respondents who disagree did not select the relevant answer option.

2



We’ll be more productive by collaborating more

We’ll have more job satisfaction by offloading the

tasks that we don’t want to do to intelligent machines

Schools will need to teach how to learn rather than what to learn to prepare students for jobs that don’t exist yet

We’ll learn on the job with AR

Not sure what the next 10-15 years will look like for our industry, let alone our employees

51%

58%

44%

54%

49%

49%

42%

56%

46%

50%

Our Work

A Divided Vision of the Future2




Clear protocols will be need to be established if autonomous machines fail

The more we depend upon technology, the more we’ll have to lose in the event of a cyber-attack

Computers will need to be able to decipher between good and bad commands

We’ll be part of a globally connected,

remote workforce

Technology will connect the right person to the right task, at the right time

50%

52%

55%

51%

59%

50%

48%

45%

49%

41%

Business


Clear protocols will be need to be established if autonomous machines fail

The more we depend upon technology, the more we’ll have to lose in the event of a cyber-attack

Computers will need to be able to decipher between good and bad commands

We’ll be part of a globally connected,

remote workforce

Technology will connect the right person to the right task, at the right time

50%

52%

55%

51%

59%

50%

48%

45%

49%

41%

Business




Inventory management 42%Financial admin (i.e. invoicing, POs) 41%Trouble-shooting 39%Logistics/Supply Chain (e.g. delivery drivers) 37%Administration: Scheduling meetings, data input 37%Product design 33%Customer service 32%Marketing and communications 29%HR admin: recruitment and training 27%Medical/health diagnoses 24%Legal admin (i.e. drafting and amending contracts) 22%Management of employees 21%Sales 18%Surgery 17%Caring for the elderly 13%Educating children 12%I do not think organizations will automate 2%Don’t know 2%

Most likely to automate / outsource to machines

42% expect to have greater job satisfaction by outsourcing to machines (see previous slide)


All in all, we’re entering the next era of human-machine partnerships.

But leaders are divided regarding what this means for them, their business and the world at large.



3

Leaders are struggling with the pace of change



Many aren’t progressing quickly or deep enough

Leaders are struggling with pace of change3

say digital is ingrained in all they doONLY 27%

57%are struggling to keep-up with the pace of change

93%Are battling some form of barrier to becoming a digital business in 2030

42%Don’t know whether they’ll be able to compete

over the next decade


Leaders are struggling with pace of change3

Top barriers to transforming digitally

Lack of a digital visionand strategy (61%) 1

2 Lack of workforce readiness (61%)

Time and money constraints (37%)

3

Law and regulations (20%)

Technology constraints (51%)

51% admit they have ineffective cybersecurity

measures in place

59% believe their workforce aren’t sufficiently security

savvy4

5


4

However leaders are unified in the need for digital transformation



Although many haven’t seen their advice come to fruition within their own company.

Top tips to accelerate digital transformation

Leaders are unified in the need for digital transformation4

1 Gain employee buy-in (90%)

2 Make customer experience a boardroom concern (88%)

3 Align compensation, training and KPIs to digital goals and strategy (85%)

4 Put policies and tech in place to support a fully remote, flexible workforce (85%)

5 Empower lines of business (80%)

6 Teach all employees how to code / understand software development (79%)

7 Appoint a chief AI officer (75%)

8 Automate everything and encourage customers to self-serve (74%)


believe they’ll have effective cybersecurity defenses in place

anticipate they’ll deliver their product offering as a service

believe they would have completed their transition to a software-defined business

say R&D will drive their organization forward

will be using AI to pre-empt customer demands

will be delivering hyper-connected customer experiences with VR

94%

90%

89%

85%

81%

80%

Most believe they’ll hit targets within five years


Despite an ad hoc approach to digital transformation


Top technology investments in the next 5 years

No. of companies investing in VR/AR will jump from 27% to 78% within five years

Businesses plan to tripletheir investments in advanced AI within five years

49%

45%

27%

24%

39%

51%

40%

36%

39%

42%

45%

50%

55%

51%

42%

50%

51%

48%

6%

7%

18%

16%

6%

5%

7%

8%

7% 6%

3%

4%

4%

4%

3%

6%

4%

5%

Already Investing

Investing within 5 years

No plans

to invest

Don’t know

Base: all respondents (3800)

Capabilities for application acceleration (database, VDI, etc.)

Ultra high-performance computeTechnologies for rapid data processing

Next generation mobile applications

Analytics/big data and data processing

A converged infrastructure (simplifies data management and allows information to flow quickly across platforms)

Advanced AI – self-learning/mimics human intelligence

Virtual Reality (headset and environments)and Augmented Reality

Internet of Things solutions

Technology to bring apps into the cloud for public or private access (e.g. hybrid cloud)


5

Dell Technologies conclusion: Time waits for no one


We’re entering a new dawn, with immense

possibility on the horizon. Leaders are divided by what this means and are at different stages

of progress. They need to act now to transform their IT, workforce

and security in order to play a defining role in the future.

Together, let’s drive human progress and

#realize2030.

Dell Technologies Conclusion: Time waits for no one5



Summary & Snapshot of Findings



We’re entering the next era of human-machine partnerships

• 82% expect humans and machines will work as integrated teams inside of five years

• 26 percent say their workforce and machines are already working this way

But they’re torn by what this means for them

• 50% think automated systems will free-up their time

• 42% believe they’ll have more job satisfaction in the future by offloading the tasks they don’t want to do to machines

• 56% say schools will need to teach how to learn rather than what to learn to prepare students for jobs that don’t exist

*the other half do not agree

Leaders are struggling with the pace of change

• Only 27% have ingrained digital in all they do

• The majority (57%) of businesses are struggling to keep-up with the pace of change

• 93% are battling some form of barrier to becoming a successful digital business by 2030

However, businesses are united in the need to transform and how

Advice to accelerate digital transformation:

1. 90% secure employee buy-in 2. 88% make the customer experience a

boardroom concern3. 85% align compensation, training and KPIs to a

company’s digital goals

4. 85% put policies and tech in place to support a fully remote workforce

5. 80% empower lines of business6. 79% teach all employees how to code /

understand software development

7. 75% appoint a chief AI officer 8. 74% automate everything

Dell Technologies point of view• We’re entering a new dawn, with immense possibility on the horizon – unlike anything we’ve seen

before

• Businesses need to act now to transform their IT, workforce and security, or be left behind

Narrative Cheat Sheet

1

2

3

4

5



82% expect humans and machines will work as integrated

teams within 5 years

50% say automated systems will free-up

their time 50% disagree

Only 27% have ingrained digital

in all they do

42% believe they’ll have

more job satisfaction in the future by offloading tasks to machines: 58%

disagree

49% say they’ll be more productive by collaborating more

51% disagree

Top 6 STATS – News Release


42% don’t know

whether they’ll be able

to compete over the next decade


DO’S1. Study and repeat key messages

2. Keep it simple

3. Know the facts and keep top data points handy

4. Remember the 5 point narrative

5. Keep it high level– this is thought leadership at the Dell Technologies level

DON'TS1. Guess or make up numbers – it’s okay to pause,

look something up or get back to the reporter later

2. Don’t make it about our products

3. Preannounce offerings or strategy

Do’s

& Don’ts



Communications Plan



Dell Technologies.com & content library (visuals, storylines, global executive blogs)

POEM & social

Realizing 2030: Go-Live Elements

Customer success stories & interviews

Spokesperson Deck + Executive MessageNarrative Arc

VB Report & Executive Summary

Influencer engagement / Luminaries

Integration in key events (FRS, SXSW, DTW)

Direct 2 Dell/EMC blog & regional executive blogs

Campaign integration (Native, Forbes BrandVoice)

Partner communications (blog, newsletter)

Press launch (pitches, briefings, FAQ, talking points)

Team member & Sales Comms(Inside Dell/ Newsletters)

Infographics, Imagery, Listicles & Video

LAUNCH: JAN 30; DIGITAL: FEB-MAYROLL-OUT


Jan 30 Launch Timeline

ExternalEmbargo Lift

8:00 AM CTDT Landing Page,

Press Release, SMAK

InternalEmail to EmployeesHomepage Banner

ODW blog Jeremy Burton

Building buzz into Dell EMC World

On-Going Pitching

Digital heartbeat – DT.com

Paid Media & Brand Campaign

Local Briefings & Interviews

Dell EMC Forums

Jan 16Spokesperson Training

Jan 22Pre-Briefings with Influencers

(Media, Analysts, B2B influencer)

Jan 29 eveningPre-wire email to media

PRE-LAUNCH POST-LAUNCHLAUNCH DAY- JAN 30

Mini Press Events, Embargoed Media & Forum Press Briefings

REALIZING 2030 SUSTAINED Approach

• Institute for the Future (July)

• Vertical reports (August)

CURRENT: Vanson Bourne Quantitative Research

Workforce, IT Transformation deep-dives

DTW & Country Forums

Dell Technologies.com, Dell Technologies Marketing

Customer References

Storytelling

Executive Talk tracksDell - Internal Use - Confidential


Global Reach

IndiaJapanChinaAustraliaNew ZealandKoreaThailand

AP

J

46 COUNTRIES AMPLIFYING THE REPORT + MINI PRESS EVENTS

EM

EA

LA

TA

M

CanadaBrazilMexicoPanamaCosta RicaPuerto RicoGuatemalaEl Salvador

Creative Approach

• Special Press Kits• Localized content• Regional bylines• LinkedIn Blog• Mini Press Events

• 1x1 Press briefings• Influencer Engagement • Leverage existing industry events• Paid Media coordination• Executive Blogs

• Calendar with caricatures of research findings by one of India’s leading cartoonist and

illustration artist + social amplification

IndonesiaPhilippinesVietnamSingaporeMalaysiaJapan

Republica DominicanaColombiaPeruArgentinaChile

UKIrelandSwitzerlandAustriaDenmarkFinlandItaly

NorwayPortugalSpainSwedenFranceGermanyKSA

UAESouth AfricaTurkeyMoroccoEgyptNigeria


GLOBAL EXEC SPOKESPEOPLE

• Michael Dell, Chairman + CEO

• Jeremy Burton, EVP + CMO

• Allison Dew, SVP Client Solutions Marketing

• Sam Grocott, SVP ESG Marketing

• John Roese, CTO, Dell EMC

• Jeff Clarke, Vice Chairman, Product & Operations

• Bask Iyer, CIO Dell & Vmware

• Liam Quinn, CTO, Client Solutions

• Danny Cobbs, Corporate Fellow, VP Global Technology Strategy, Dell EMC

• Matt Baker, SVP, Strategy and Planning, Dell EMC


EMEA EXEC SPOKESPEOPLE

• Adrian McDonald• Aongus Hegarty• Doris Albiez• Sébastien Verger• Stéphane Barberet• Stéphane Huet• Claire Vyvyan• Dayne Turbitt• Rob Lamb• Achim Freyer• Frank Thonues• Stefan Trondl• Marco Fanizzi• Filippo Ligresti• Fabio Pascali

• Mika Enberg• Tommi Valjakka• Alexis Oger• Henrik Thomsen• Stephane Pate• Ricardo Labarga• Isabel Reis• Boris Shcherbakov• Goncalo Ferreira• Stefan Alariksson• Lars Baun• Christian Lorck• Pavel Borokh• Robin Khullar• Mohammed Amin

• Sinan Dumlu• Doug Woolley • Fady Richmany • Mohamed Talaat• Habib Mahakian • Mohamed Tantawi• Ahmed Khalil • Anja Monrad • Pascale van Damme • Arnaud Bacros• Jeannine Peek• Lijong Tjang A Tjoi• Hans Timmerman


APJ EXEC SPOKESPEOPLE

• Amit Midha• David Webster• Dmitri Chen• Christoph Theisinger• Grainger Wallis• Frederic Dussart• Alok Ohrie• Rajesh Janey• Angela Fox• Mark Fioretto• Tomoyuki Hirate • Toshihiko Otsuka • Haru Kuroda• Catherine Lian• Primawan Badri• Adir Ginting• Tjipto Suparto

• Ronnie Latinazo• Eric Goh• Pang Yee Beng• Andy Sim• KT Ong• Anothai Wettayakorn• Noppadol Punyatipat• Emmanuel Mouquet• Chenhong Huang• Frank Wu• Henry Cao• Terence Liao• Eric Leung• Nick Wang• Matt Zwolenski • Isabelle Mouli Castillo• Chee Wei Chue

• Jeff Morris• Karinne Brannigan• Helen Dean• Megumi Horiuchi• Jane Lee• Srihari Palangala • Sudharsan R (Sudi) • Tom Humphries• Shi Feng • Peng Yang • Carole Hildebrandt• Arun Krishnaswamy• Tarun Devasia• Sudharsan R (Sudi) • Tom Humphries• Tian Beng Ng• Wang Zhong (Ethan)

• Apichart Uswadisyanggoon

• Nishith Jain• Chris Kelly• Therese Cooney• Hao Lin• Niloy Mukherjee• Glen Burrows• Matt Oostveen• James McCready• Paul Henaghan• Sumash Singh• Ben Goodman• Jocelyn Macedo• Vijay Bharadwaj• Tiffany See• Shane Moore


LATAM & CANADA EXEC SPOKESPEOPLE

• Diego Majdalani• Guido Ipszman• Luis Gonçalves• Kevin Connolly• Maryury Romero• Francisco Aguilar• Alexander

Sablich• Gustavo Ripoll• Mauricio Chacon

600 ARTICLES AND PRESS RELEASE PICK-UPS

20,000 DT.COM LANDING PAGE VIEWS THROUGH

SOCIAL / PAID MEDIA

5000 Direct2Dell BLOG views8000 LUMINARIES views

4 INDUSTRY INFLUENCER

ENDORSEMENTS or Quotes

6,000 TEAM MEMBER VIEWS + DOWNLOADS on INSIDE DELL

COMMUNICATION METRICSLaunch



EXTERNAL

DT.com ‘Realizing 2030’ Website

Press ReleaseCustomer VideosInfographicVideoBlog: Jeremy Burton

USEFUL RESOURCES

INTERNAL

Inside Dell Research Microsite ODW blog – Jeremy BurtonInternal VideoSMAK

Note: Translations for all assets to take place in region; source files provided to global communications teams

WHERE TO FIND THEM:

Inside Dell

Agencies: Global Comms Box Folder

http://www.delltechnologies.com/realizing2030

https://inside.dell.com/docs/DOC-298157

https://dell.box.com/s/szuocaf9o0cbm4qwi295hbryy3slqwo8


CONTACTS

Executive Sponsors

Stella Low

[email protected]

Elizabeth Mathews

[email protected]

Michael Demarzo [email protected]

Thought Leadership

Lara Genser [email protected]

Janine Wegner

[email protected]

Brand / Paid

Tamara Hernandez [email protected]

mailto:[email protected]







Documents

Realizing 2030: A Divided Vision of the Future · Realizing 2030: A Divided Vision of the Future Spokesperson Training Global business leaders forecast the next era of human-machine