SMEs learn little about digital transformation from Uber, AirBnB and Tesla

Uber, AirBnB and Tesla are the prime examples at events that focus on digital transformation or the Internet of Things. However, this category of companies belongs to the "digital companies" generation, which never had to undergo a digital transformation. Listening to the success stories is therefore quite interesting, but brings little to no usable benefit for SMEs that are looking for a promising strategy for their own digitalization. Trying to copy the business model of "digital companies" is therefore relatively pointless.

On the path to digitalization, it is not necessary to completely reinvent yourself. Rather, SMEs should put existing structures and processes to the test and then consider how their products and services can benefit from new IT technologies. This is precisely where the first major challenge lies: always keeping the big picture in mind, but not losing touch with the ground. Instead of rushing to make a big splash, it often makes more sense to tackle business areas selectively and in small steps. There are many tools and services that can be used to implement this change comparatively easily, quickly and cost-effectively. The big advantage of this is that significant success can be achieved with comparatively little effort. What's more, even if mistakes or errors inevitably occur, the company remains agile on the path to digitalization, as small missteps can be corrected quickly and easily.

Studies from Germany show that most SMEs tackle these issues with internal resources and do not rely on external support. The situation is similar in Switzerland. In our experience, this constellation rarely allows truly innovative approaches to be taken. Because they are involved in day-to-day business and a certain degree of operational blindness is unavoidable, such ideas rarely get beyond the concept phase.

Taking the first steps and making selective optimizations is still comparatively easy. However, it is a real challenge for SMEs to follow up the first step with the second and to incorporate all the experience gained into the next measures. However, this is precisely the basis for successful development with the system of small steps. Consistent perseverance and systematic further development can best be achieved with external coaching. This also allows approaches from other sectors to be discussed and existing procedures to be questioned.

Christof Koller

Chirstof Koller is managing director of Oyatec. Oyatec is a Swiss company that specializes in digitalization in the areas of marketing, customer communication and data analysis.