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Casaleggio Associati REPORT #19
November 2019
Strategie di Rete
Smart
Company
Corporate evolution with the
fourth industrial revolution
N°19
Intellectual property:
Index
Casaleggio Associati
Strategie di Rete
Via Uberto Visconti di
Modrone, 30, 20122 Milano
Published in November 2019.
Printed in Italy.
04................... Introduction
08................... Digitalisation and the exponential technologies
11........................ Augmented and virtual reality
14........................ Artificial intelligence
16........................ Blockchain
18........................ Internet of things
20........................ Big Data
22........................ Quantum Computing
24........................ Additive manufacturing
25........................ Robotic Automation and RPA
28........................ 5G Technology
30........................ Nanotechnologies and Biotechnologies
32................... The concept of Smart Company
36........................ Continuous innovation
38........................ High levels of market value per employee
39........................ Revenue per employee
44........................ Sustained growth
49........................ Limited owned assets
50........................ More efficient processes
52........................ Human-less processes
54........................ Brand purpose
56........................ Social value
60................... The evolution of business models
67........................ Network data business
68........................ Product to service business
69........................ Platform business
70........................ Under break even market business
72........................ Self sovereign business
73........................ Real sharing business
74........................ Holacracy business
75........................ Zero profit margin business
76................... Organisational structure of the Smart Company
78........................ New organisational models
79........................ Decentralized decision
80........................ Interconnection of all objects
80........................ Information transparency
81........................ Technical assistance to augment human effort
82................... Social impact of the Smart Company
84........................ Safeguarding employment
85........................ Continuous learning
86........................ Local community, social and environmental
responsibility
89................... Organisations analysed
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Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati
Casaleggio Associati
Casaleggio Associati
Contact details How Casaleggio Associati Supports B2B Companies
Via Uberto Visconti di Modrone, 30,
20122 Milan Companies need to position themselves online and integrate their respective
Telephone +39 02 89011466 supply-chains with the Web in order to enable them to deal with changes in the
Fax +39 02 72093741 market, optimise their costs and remain competitive by offering the new services
E-mail info@casaleggio.it that online trading has introduced into their respective business models.
Website www.casaleggio.it Casaleggio Associati supports companies by:
Online strategy development consultancy:
• Analysing their business models and defining
strategia@casaleggio.it
an appropriate online B2B strategy
• Empowering and offering support to their sales
force by providing online solutions
Casaleggio Associati provides strategic Online presence consultancy services to • Exploring new sales models via e-commerce
Clients based on their specific needs and the market sector in which they oper- and inter-company marketplaces
ate, with the aim of advising them on their digital policy decisions and the setting
of measurable objectives in terms of financial returns. • Analysing international best-practices and
considering ad hoc solutions for the companies
Strategic Consutancy and Market Sector Research • Providing the companies with support in terms
of their Advertising and Online Social Media
The Web makes it imperative for every organisation to adopt a medium to
longterm strategy that defines the priority, the feasibility, the implementation Marketing
and the evaluation of the return on investment. An Online business strategy
implies an overall vision in which business models, advertising and web • Updating the strategy and the services
marketing are considered jointly. Casaleggio Associati develops specific Online offered by the retailers
business strategies for companies by utilising the specific specialised skills of its
associates and partners and generates reports on the digital economy as an aid • Integrating the product range on offer
to understanding the various contexts in which the respective companies operate by creating innovative digital services
and the impact of new technologies on said companies, as well as to identify trends
and future scenarios regarding Web development and E-commerce. Furthermore, • Optimising the business supply-chain
the analyses undertaken also include the current status of Italian investment utilising online platforms
in research and development, Start-ups, Venture Capital, Private Equity and an
analysis of the respective market sector in which client companies operate.
Introduction
Introduction
W e are living at a time in history in which E very industrial revolution to date has
a number of technologies will not only im- forced companies to change their compet-
prove various processes as they have al- itive paradigm.
ways done, but will have such a profound
The first industrial revolution led to the
impact that they will radically change our
mechanisation of production processes
existing corporate business models. Pic-
thanks, at least in part, to the introduction
turing these new business models is an
of steam-powered machinery, and brought
essential exercise if we are to have any
about major social change.
hope of keeping pace with the market in
the next few years. During the second industrial revolution,
inventions such as electricity and other
Paraphrasing Henry Ford’s words, up to
scientific advances such as trains and the
now our technologies have been utilised
telegraph led the way to mass production.
to make the horses go faster, but these
nowadays they will have a major impact The third revolution was brought about
on the sectors as a whole. by the advent of computers and the birth
of digital technology and resulted in the
automation of office work.
If I had asked people what they
wanted, they would have said: The technological impact of the fourth in-
faster horses. dustrial revolution is so pervasive that it
is not only changing production methods
Henry Ford or the products themselves, but the entire
underlying business model as a whole.
W hereas back in 1986 some 92% of
all information was stored in analogue
The fourth industrial revolution is
format, in 2007 that figure had been re-
a way of describing the blurring of
versed and 94% was being stored in digital
the barriers between the physical,
format1 . This mountain of information,
the digital and the biological world.
or so-called big data, together with the
It’s a fusion of the progress made in
process of digitalisation and exponential
the fields of artificial intelligence,
technologies such as artificial intelligence,
robotics, Internet of Things (IoT),
blockchain and the internet of things, as
3D printing, genetic engineering,
well as quantum computing – which will
quantum computing and other
exponentially increase the data processing
technologies.
power of traditional computers thanks to
the application of quantum mechanics Salesforce, 2019
principles – has become the starting point
for simulating and forecasting the future.
Source:
1: L’algoritmo e l’oracolo: come la scienza predice il futuro e ci aiuta a cambiarlo, Vespignani, Il Saggiatore, 2019
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Introduction
Introduction
1950 1970 1980 1990 2000 2005 2012 100
T T
90
he major difference between this revo- his revolution in the way we do business have access to mechanisation, whereas
lution and all of the earlier ones, however, also has a major resulting impact on society. the second has yet to reach the 1.2-billion
Time used by
is all about speed. The technologies uti- Each year, 10-million people change jobs people who do not have access to electricity5
technologies to reach
lised in the previous industrial revolutions 80 due to innovation. For many of the jobs that and the third has yet to reach the half of
100 million users
made a significant impact, but measured in are dying out, other jobs are born, but they the world population, around 3.9-billion
terms of steady progressive improvements. Telephone employ fewer workers than in the past4, people without access to the Internet (in
The technologies adopted in the fourth Mobile with obvious implications for employment the Developed Countries, 22% of the pop-
industrial revolution are exponential by Internet figures. These days, therefore, companies ulation has no Internet access, but in the
70
definition. What this means is that while iTunes need to assess their impact on society Developing Countries the figure rises to
the improvements may initially seem to both as regards their general community 85%)6. Therefore, it does not necessarily
Facebook
be relatively minor, before long the impact improvement objectives and their indirect follow that the fourth industrial revolu-
Apple App Store
of these technologies will be revolutionary impact resulting from phenomena such as tion will affect everyone. One thing that
WhatsApp 60
and their adoption very widespread. hyper-productivity. is absolutely certain, however, is that any
Instagram
companies wanting to keep up with the
T hanks to automation and the adoption Candy Crush
H uman beings are still better than ma- markets will have to make their move as
of exponential technologies, the productiv- chines when it comes to unstructured soon as possible to grab hold of the benefits
50
ity of exponential organisations increases problem solving, working with new infor- of the fourth industrial revolution so as to
tenfold within four to five years. With the mation and performing non-routine tasks. avoid being left behind.
third industrial revolution technology, the Thanks to innovation, we go from intuition
30 largest companies in the world saw their
40
to prediction and then to instruction and H owever, the end result is not necessar-
profit per employee increase from 35 to this can often impact on activities that are ily guaranteed, particularly for the larger
83 thousand Dollars2 from 1995 to 2005. not directly involved. For example, in 2013, companies. Notwithstanding the available
Argentinean experts in the field couldn’t technology, given the decrease in costs (for
N owadays, in terms of the application of figure out why the Argentinean car-washes’ example, 3D-printing costs have fallen by
exponential technologies, we see examples 30 business had dropped by 50% compared 75% in 7 years and those of solar power
such as in the agricultural sector where to the previous ten years. The reason for have gone down by 50% in 20 years) and
workers can manually sow 3-thousand the drop in business turned out to be a the fast pace of the exponential model,
seeds per day whereas they could sow widespread innovation. Weather forecasts companies often opt for incremental inno-
more than 100-thousand seeds in that 20 had become much more accurate and vation rather than changing their business
same period using drones3 while adopt- people were not having their cars washed model due to the lower risk involved for
ing precision agriculture practices at the when they knew that it was going to rain. both thee managers and the company itself.
same time. For this reason, revolutions in any sector
I
USERS N° IN MILLION
ndustrial revolutions have always had are often led by the start-ups. It’s no mere
10
a major impact on the economy, but they coincidence that in the very same year in
have not always affected everyone even which Instagram was bought out for one
years later. To date, the first industrial rev- billion Dollars, Kodak was closing down.
olution has yet to reach some 600-million
0
people who live on small farms and do not
←1876 1950 1970 1980 1990 2000 2005 2012
Source: Source:
2: Strategy in an era of global giants, Lowell L Bryan and Michele Zanini, McKinsey Quartely, 2005; 3: Droni possono 4: How will automation affect economies around the world?, McKinsey, 2019; 5: Shaping the future of the Fourth Industrial
piantare 100.000 alberi al giorno, Notizie Scientifiche, 2018 revolution, Klaus Schwab and Nicholas Davis, Currency, 2018; 6: Global Digital Divide & Solutions in 6 Graphics,
Chart: Shaping the future of the Fourth Industrial revolution, Klaus Schwab and Nicholas Davis, 2018 Technology@Work, 2017
06 REPORT: Smart Company
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Digitalisation and the exponential technologies
Digitalisation and
the exponential T hanks to digitalisation and the adoption
of exponential technologies, we are now
seeing the highest levels of productivity
Digitalisation indicates the
utilisation of digital technologies
to change a business model and
technologies ever achieved in the past 40 years7.
W ithin the field of corporate digital-
isation technologies, there are a number
provide new revenue generating and
added value opportunities: it is the
process of transition to becoming a
digital company.
of specific technologies that have proven
Gartner, 2019
to be particularly productive and are ex-
panding quickly: these are the so-called
exponential technologies that, in any given
Cumulative period, double in terms of capacity and/
capacity of digital
technologies in time
or performance, or halve the cost of an
activity/operation. 5,1 billion
Unique mobile users
IoT and Smart Machines
Big data, analytics, visualization
T hese exponential technologies include:
67%
PENETRATION
next page →
Web 2.0, cloud, mobile
Web 1.0 eCommerce
Client-Server and PC
Mainframe
?
Artificial intelligence
CUMULATIVE CAPACITY
7,6 billion
Total population
4,3 billion
Internet users 57%
PENETRATION
3,4 billion
Active social media
45%
Global usage of
users mobile devices,
PENETRATION
Internet and Social
Media in 2019
3,2 billion
Mobile social 42%
media users
PENETRATION
1950 1960 1970 1980 1990 2000 2010 2020 Source:
7: La rivoluzione necessaria - La rivoluzione economica vista da un imprenditore, Bruno Musso, 2014
Source: Chart: Digital Transformation Initiative - In collaboration with Accenture, World Economic Forum, 2017 Chart: Digital in 2019, We Are Social, 2019
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Artificial Augmented reality
Digitalisation and the exponential technologies
AR & VR Intelligence and virtual reality
(AI)
pg.11-13 pg.14-15
V irtual reality and augmented reality differ in terms of method of utilisation and
the technology involved.
Internet
Blockchain of Things “Virtual reality (VR)
pg.16-17
(IoT)
pg.18-19 projects the user into an
imaginary or replicated
Quantum world or simulates the user’s
Big Data Computing presence in the real world.
pg.20-21 pg.22-23
Augmented reality (AR), on
the other hand, projects and
Additive overlays digital images onto
Robotizzation the real world.”
Manufacturing The Franklin Institute, 2019
(3D printing)
pg.24 pg.25-27
pg.28-29 pg.30-31
In most cases VR devices consist of view- require any specific viewers but can be dis-
played on normal everyday devices (such
ers with which to see projected images,
gloves that transmit the sense of touch as smartphones in the case of Snapchat
Nanotechnologies and earphones to transmit sound, unlike and glasses in the case of Google Glass
5G & Biotechnologies
augmented reality experiences that do not
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technology).
11
Digitalisation and the exponential technologies
Digitalisation and the exponential technologies
T he use of VR and AR technology has $ 18,6 billion T he mobile AR segment could become G oogle is also heading in this direction.
grown significantly since 2016, increasing the main market segment driver and be Having released their Glass wearable com-
AR Revenue
from 4.4 billion Dollars in 2016 (3.8 billion worth some 108 billion Dollars by 2021, puter as a mass market device in 2013,
Dollars in VR and 0.6 billion Dollars in AR) to with a market share of 83 billion Dollars two years ago they opted to target only
over 160 billion in 202008. $ 48,7 billion as against the 25 billion Dollars of the the business market, thus enabling com-
mobile VR segment10. panies to reduce production times by as
B oth markets are set to increase consid-
AR Revenue
much as 25%12.
erably, both in terms of sales (27.3 billion T hese technologies are already firmly
units in the case of AR and 72 billion units entrenched in the labour market: in 2017,
in the case of VR) and in terms of revenue in the USA alone, around 10,000 job ad-
(18.6 billion Dollars in the case of AR and 50 vertisements required VR/AR skills, an
billion Dollars in the case of AR), by 202109. increase of 256% since 201011.
AR/VR unit shipment
A n Italian example that operates inter-
nationally is Joinpad, which designs Aug-
and revenue from 2016 mented Reality technologies applicable to
to 2021 industrial processes such as, for example,
the provision of remote assistance via AR
(utilising smart-glasses, tablets and the
Web). AR tools that are integrated with
IoT, big data and AI enable companies to
improve work quality and reduce travelling
time and travel costs.
2021
$ 2,1 billion 2016
VR Revenue AR/VR Platform revenue:
Mobile/standalone VR devices
Premium/standalone VR devices
$ 0,2 billion 27,3 million 72 million Smartglass
AR Unit VR Unit AR mobile
AR Revenue
shipments shipments
0,1 million 10 million
AR Unit VR Unit
shipments shipments
2017 2018 2019 2020 2021 2022
Source:
08: We’re Talking About AR Evolution, High Point Market, 2019; 09: Augmented Reality a $50 Billion Opportunity?,
Statista, 2017; 10: The reality of VR/AR growth, TechCrunch, 2017; 11: Realtà Aumentata - I lavori di realtà virtuale
diventano molto reali, Burning Glass Technologies, 2017; 12: I nuovi Google Glass sono in vendita a 999 dollari (ma
non per tutti), Wired, 2019
Chart:1: Augmented Reality a $50 Billion Opportunity?, Statista, 2017; 2 pag seguente: Ubiquitous $90 billion AR to
dominate focused $15 billion VR by 2022, Digi-capital, 2018
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Digitalisation and the exponential technologies
Artificial
Digitalisation and the exponential technologies
Intelligence
I n 2018, the Artificial Intelligence market T he major areas of applicability include
was worth around 20.7 billion Dollars and the following15:
it is estimated that this figure will rise to • Customer Relations (chatbots, automat-
Artificial Intelligence (AI) is 202.6 billion Dollars13 by 2026. Current
estimates forecast that by 2035 the impact
ed e-mails, humanoid robots, automated
support, contractual services)
of AI on Italian productivity will amount • Marketing (assistance with choosing the
essentially machine intelligence to 12% and could be as high as 40% in a
number of other Countries14.
right product and optimisation of promo-
tions, management content and automat-
ed market research)
[...]. Colloquially speaking, the T he sectors in which AI is most applicable
are above all those that utilise large quantities
• Sales (sales-team support, automated
sales, sales figures)
• Internal organisation (access to corpo-
term artificial intelligence is of data, such as the Healthcare, Automotive,
Financial Services, Transport, Logistics, Com-
munications, Entertainment, Retail, Energy
rate know-how, automated time consum-
ing activities, decision-making support,
often used to describe machines Provision, and Manufacturing sectors. optimisation of processes and new prod-
uct development
(or computers) that imitate
the “cognitive” functions that
humans beings associate with the
human mind, such as learning and Artificial
problem-solving.
intelligence
impact on
productivity
Artificial intelligence: a modern approach,
Russell and Norvig, Prentice Hall, 2009
Netherlands
Finland
Austria
Germany
Belgium
Sweden
France
Japan
Italy
Spain
USA
UK
37% 36% 35% 34% 30% 29% 27% 25% 20% 17% 12% 11%
Source:
13: Fortune Business Insights, Market Research Report, 2019; 14: Why artificial intelligence is the future of growth,
Accenture, 2016; 15: The artificial intelligence business evolution, Casaleggio Associati, 2017
Chart: The artificial intelligence business evolution, Casaleggio Associati, 2017
14 REPORT: Smart Company
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Intellectual property: Casaleggio Associati 15Digitalisation and the exponential technologies
Blockchain
Digitalisation and the exponential technologies
A blockchain is a shared, peer-to-peer
No
register that is based on blocks and is vir- No investments
tually incorruptible. Each block is linked answer planned
to the one before it in the chain and bears Less than 500
A Blockchain is a digital
thousand 10 million
the date stamp for each event. All that or more
is needed for a blockchain to function is
network cooperation and no coordination Investments plan for
or intermediaries are necessary. The main
features that this technology offers are as
From 500
thousand to
blockchain technology
in organizations
worldwide in 2019
database containing
follows: less than 1 From 5 million
• Reciprocal trust
• Elimination of the middle-man
million (in dollars) to less than 10
million information (such as financial
• The process is irreversible
The estimated market value of this tech- From 1 million
transaction registers) that
nology will be 60.7 billion Dollars 16, by
can be simultaneously
to less than 5
million
2024 and by 2027 its estimated effect on
Global GDP will amount to 10% by 202717.
utilised and shared within a
C urrent business deals in the pipeline are T here are three rings that link the block-
large, decentralised network
based on three separate system functions, chain to the real world:
namely:
• Internet of things: Internet-linked accessible to the public; it is
• Ledgers: the fact that the ledger cannot objects that can detect events and acti-
be changed means that events can be certi- vate new ones, in addition to identifying
fied and linked to a specific date products and assets.
also the technology used to
• Token: the fact that digital tokens can- • Physical Cryptocurrency: the val-
not be duplicated and cannot be spent more ue created via a blockchain can be trans-
than once enables them to increase in value ferred and spent in the real world.
create such a database.
Cryptocurrency, Bitcoin.com, 2019
• Smart Contract: the self-activating • Legal validity: a legal basis on which
nature of the contract opens the way for to enforce contracts entered into via a
new business models. blockchain18.
Source:
16: Blockchain Market Size is anticipated to reach USD 60.7 billion by 2024, Market Reports Center, 2018; 17: Still
don’t understand the blockchain? This explainer will help, World Economic Forum, 2018; 18: Blockchain for business,
Casaleggio Associati, 2018
Chart:Investment plans for blockchain technology in organizations over the next 12 months worldwide as of April 2019,
Deloitte & Statista, 2019
16 REPORT: Smart Company
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Intellectual property: Casaleggio Associati 17Digitalisation and the exponential technologies
Internet
Digitalisation and the exponential technologies
of Things
The Internet of Things (IoT)
T I
refers to the connection of
his technology is particularly important n 2018 there were some 22 billion In-
in the field of Internet-linked sensors since ternet-linked IoT devices worldwide: it is
it enables the recording and certification of estimated that this figure will rise to 28.6
[objects] to the Internet. Cars,
events that occur in the real world. billion by 2025 and to over 50 billion by
203021.
By 2021, Global IoT revenues are set to hit
520 billion Dollars, a growth rate of +121% Both for industrial and consumer use, the
kitchen appliances and even heart when compared to 201719.
In Italy IoT was worth 5 billion Euro in 2018,
IoT connected devices in the world are es-
timated to increase as shown in the graph
below22.
monitors can be connected via up from 2 billion Euro in 201520.
5 G will undoubtedly be a facilitator of
this technology. Indeed, it is estimated
the IoT. Any kind of independent that the number of 5G connections is set
increase from 5 million in 2019 to 2.6 bil-
device that is linked to the
lion by 202523.
Similarly, the number of IoT devices is set
IoT devices connected to rise from 15.4 billion in 2015 to 75.4
Internet and can be monitored worldwide from 2018 to
2025 (billion)
billion by 202524.
and/or controlled remotely is
• Industrial
• Consumer
2018 2019 2020 2021 2022 2023 2024 2025
deemed to be an IoT device.
Business Insider, 2018
13,7
11,7
10
11,4
8,3 10,6
6,8 9,7
5,6 8,7
4,5 Source:
7,9 19: Projected market revenue of the internet of things (IoT) and analytics worldwide, from 2015 to 2021 (in billion
3,7 7 U.S. dollars), Statista, 2019; 20: Market value Internet of Things (IoT) in Italy from 2015 to 2018 (in billion eu-
ros), Statista, 2019; 21: Number of internet of things (IoT) connected devices worldwide in 2018, 2025 and 2030 (in
6,2 billions), Statista, 2019; 22: Forecast number of IoT connected objects worldwide from 2018 to 2025, by type (in
5,4 billions), Statista & GSMA Intelligence, 2019; 23: CCS Insight Predicts 1 Billion Users of 5G by 2023, with More Than
Half in China, CSS Insight, 2019; 24: 75 Billion IoT Devices Predicted by 2025, ACHRNEWS, 2016
Chart: GSMA Intelligence, Statista, 2019
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Intellectual property: Casaleggio Associati 19No SQL 100%
Digitalisation and the exponential technologies
Big Data
Digitalisation and the exponential technologies
Networking
Data Management
SQL
T he world has gathered huge quantities
of data in the past decade. It is estimated
that 80% of all the currently available data
was generated within the last two years,
Compute
The term big data [...] 80%
whereas the remaining 20% was gathered
from the dawn of humanity until two years
ago. The current volume of available data is
generally refers to a
expected to double within the next two years.
The data gathering process is becoming
collection of data that
increasingly automated. As a matter of
fact, the proportion of data deriving from
sensors amounted to 11% in 2005, but it
is so extensive in terms
is estimated that this figure will go up to
42% by 202025. To quote an example from
the field of astrology, the Sloan Digital Sky
Storage
of volume, speed and 60%
Survey telescope that has been mapping the
structure of the galaxies generated more variety that it requires
specific technologies
data in its first two weeks of operation in
2000 that what was gathered in the entire
history of the science of astrology.
T he Big Data market has also shown
great potential for the future and is ex-
Apps and
Analytics
and analytical methods
to extract its value or
40%
pected to continue growing consistently.
In 2017, the global value of this market
amounted to 43 billion Dollars26, but this
figure is set to rise to 103 billion Dollars
by 2027, which is more than double what
it was worth in 2018. In Italy on the other Big Data market value
knowledge content.
hand, the market value in 2018 amounted worldwide from 2011 A formal definition of Big Data
based on its essential features,
to 1.4 billion Euro, as against 790 million to 2026 (in million De Mauro, Greco, Grimaldi, 2016
Euro in 201527. dollars)
In 2018, the quantity of data generated Professional services 20%
by IoT devices alone amounted to some
13.6 zettabytes (ZB), but this figure is set
to rise to 79,4 ZB by 202528.
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026
Source:
25: Social Media Metrics Secrets, John Lovett, John Wiley & Sons, 2011; 26: Big data market forecast worldwide from
2011 to 2026, by segment (in billion U.S. dollars), Statista, 2019; 27: Big data analytics market value in Italy
from 2015 to 2018 (in million euros), Statista, 2019; 28: The Growth in Connected IoT Devices Is Expected to Generate
79.4ZB of Data in 2025, IDC, 2019
Chart: Big data market forecast worldwide from 2011 to 2026, by segment (in billion U.S. dollars), Statista, 2019
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Intellectual property: Casaleggio Associati 21technologies
Quantum
Digitalisation and the exponential technologies
tecnologie esponenziali
Computing
e leexponential
Q uantum computers exploit the principles O ne of the most significant application
Quantum computing is of quantum mechanics to process data,
thus exponentially increasing the power
examples is that of Google, which is using a
72-qubit processor to develop and upgrade
and the
of traditional computers. The process in- its research and capacity31 (unlike most of
La digitalizzazione
the utilisation of quantum volves taking every basic computing building the other current projects that are using
Digitalisation
block, currently referred to as a bit with two 4-cubit or less processors). In September,
possible values (0 e 1), and transforming Nasa made an announcement - which
mechanics phenomena them into qubits with multiple possible
values. The main drawback in terms of
running these new processors is the fact
they subsequently withdrew - stating that
Google’s quantum computer would, for the
first time ever, be able to perform a series
such as overlap and that quantum computers have to be kept
in hibernation at a temperature of -273°C.
Their processing power is nevertheless
of operations that would take our normal
computers tens of thousands of years to
complete, in just a few minutes32.
entanglement to perform a totally revolutionary.
For this very reason, governments are
investing in Quantum Computing main-
I
n 2019, the revenue generated by the
enterprise quantum computing market
mathematical calculation. A
amounted to some 167 million Dollars and
ly for security, scientific and telecom-
this figure is expected to increase to around
munications purposes. The largest
2.2 billion by 202533. Some companies
investors in this technology include Chi-
quantum computer is used
with more resources at their disposal are
na, the USA and the European Union29.
considering the possibility of purchasing
I t is estimated that by 2023 some 20% of
a quantum computer of their own, but
many others have instead opted for cloud
to perform such calculation, all commercial or governmental organisa-
tions will have invested money in Quantum
Computing projects, which is 19% more
access, a solution that will continue to
become more widespread.
which can be implemented than in 201830.
Quantum Computer
572 919 1.394 2.245
either theoretically or
revenue worldwide
from 2017 to 2025 (in 388
million dollars)
260
physically. 112
167
The National Academies of Sciences, Engineering, and Medicine 39
Grumbling, Horowitz, National Academies Press, 2019
2017 2018 2019 2020 2021 2022 2023 2024 2025
Source:
29: Quantum Computing, Statista, 2019; 30: JPMorgan Years Away From Seeing Quantum-Computing Dividends, The Wall
Street Journal, 2019; 31: A Preview of Bristlecone, Google’s New Quantum Processor, Google AI Labs, 2018; 32: Così il
computer quantistico di Google esegue calcoli da 10mila anni in 3 minuti, Il Sole 24Ore, 2019; 33: Enterprise Quantum
Computing Market to Reach $2.2 Billion by 2025, Tractica, 2018
Chart: Enterprise Quantum Computing Market to Reach $2.2 Billion by 2025, Tractica, 2018
22 REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati
REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 23Digitalisation and the exponential technologies
Additive Robotic Automation
Digitalisation and the exponential technologies
Manufacturing and RPA
N otwithstanding its growth in popularity, Additive manufacturing, I n 2017 there were 381-thousand indus- I n 2018, the global Smart Factories mar-
3D printing still only makes up 0.04% of also known as 3D printing, trial robots in operation worldwide36. By ket was worth some 142.5 billion Dollars
global manufacturing and less that 1% of 2018 this figure had risen to 422-thousand and it is estimated that by 2026 it will be
is a process by which three-
manufacturing in the USA34. As regards the and it is estimated that the number of ro- worth some 260 billion Dollars38. Growth
global 3D product and services market,
dimensional physical objects can bots supplied to factories around the world has been very rapid here in Italy too: robot
estimates indicate that production will be created directly from a digital each year will be around 584-thousand by installations in 2018 amounted to some
amount to 15.8 billion Dollars by 2020, 23.9 design file. One of the most 2022. At the same time, the value of sales 25 a day (9,237 in one year), an increase
billion by 2022 and 35.6 billion by 202435. interesting things about additive in 2018 peaked at 16.2 billion Dollars. of 11.5% when compared to 2017. This
As regards their application, 79% of all rate of growth is greater than that in China
manufacturing is that it enables
the robots installed are industrial robots (where, for example, robots have replaced
rapid innovation. Tests can be and they are installed above all in China, 25% of human workers in the armaments
run time and time again and the followed by Japan, Germany, the USA and industry39) and the world as a whole, which
printed object can be tested the Korean Republic. According to current stands at 1%40.
during the course of the design 1.400 estimates, by 2025 there will be more than
4 million robots operating in over 50,000
process [...].
warehouses around the world37.
US Department of Energy
Number of Robot in
1.200
Industry market for
Innovation (create
every 10.000 employees
Product new important items) • Automotive market
development 11,1% 1.000 • Other markets
16,1%
Improved or
expanded product
line
Prototyping 4,5% 800
24,5% Where additive
manufacturing is
New revenue
applied in production sources
4,8% 600
Transformed Develop
customer customized/ 400
experience/ Improving personalized
service supply chain products
4,2% sourcing 8,0%
3,4%
Improving 200
supply chain
logistics
a
ki
y
3,1% Increased
an
ce
ac
n
a
y
n
pa
rm
re
an
al
ov
ai
efficiency
A
Ja
Ge
US
Ko
Fr
It
Sl
Sp
9,6% 0
Cost
reduction Source:
9,4% 36: Top 5 industrial robotics markets, The report report, 2018; 37: Robots expected in 50K warehouses by 2025: report,
Supply Chain Dive, 2019; 38: Global Smart Factory Market – Industry Trends and Forecast to 2026, Data Bridge, 2019; 39:
Source: Robots Have Replaced Humans in 25% of China’s Ammunition Factories, Futurism, 2018; 40: Boom di robot nelle industrie
34: Shaping the future of the Fourth Industrial revolution, Klaus Schwab and Nicholas Davis, Currency, 2018; 35: italiane: +11,5%, meglio della Cina, Il Sole 24 ORE, 2019
Significant 3D Printing Forecast Surges To $35.6 Billion, Forbes, 2019 Chart: 1 next page: Size of the global market for collaborative robots from 2017 to 2025 (in million U.S. dollars),
Chart: Shaping the future of the Fourth Industrial revolution, Klaus Schwab and Nicholas Davis, Currency, 2018 Statista, 2019; 2: IFR International Federation of Robotics;
24 L’evoluzione
Proprietà
dell’azienda
Corporate evolution
Intellettuale:
Intellectual
RAPPORTO:
withcon
REPORT: Smart Company
IVa rivoluzione
thelafourth industrialindustriale
property: Casaleggio Associati
revolution
REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 2512500
Digitalisation and the exponential technologies
Digitalisation and the exponential technologies
200%
TS
OS
RC
BO
LA
RPA technology involves the use 3 .24% of all the existing industrial robots A
utomation enables companies to re-
180%
of robot software that enables
10.000 are collaborative robots, also known as duce production costs and improve product
cobots, and this figure is increasing at a quality, thereby increasing competitiveness
rate of 23% per year41. and creating additional demand for jobs in
robots to imitate human workers. Cobots enable humans to avoid having
to perform dangerous, repetitive physical
those companies or Countries that invest in
this technology, to the detriment of those
that do not.
tasks by working side by side with the cobots
RPA robots are able to in a collaborative manner. It is estimated It’s no coincidence that South Korea, which 160%
that this collaboration between humans has the highest rate of robotic automation in
7.500
and robots increases productivity by 85%42. the world in its factories, was able to over-
access applications, input I come the crisis by increasing productivity
n 2018 some 60-thousand cobots were and notably improving its trade balance.
sold worldwide and it is thought that this
data, perform calculations, figure could increase to 735-thousand by R
PA (Robotic Process Automation) è 140%
202543.This market is currently worth 1,424 consists of software that performs control,
million Dollars and it is forecast that it will monitoring and data transfer functions. This
perform actions and then be worth some 12,825 million Dollars by market grew by more than 63% in 2018
202544. with sales amounting to 846 million Dol-
disconnect themselves.
5.000 lars, making this the fastest growing sector
H ere in Italy, the number of cobots in use of the global corporate software market.
120%
continues to rise and this favours corporate Estimates indicate that this figure is set
reshoring (the return of companies that to rise to 1.3 billion Dollars this year and
Professionals currently subdivide had previously relocated their production that it will reach 5 billion Dollars by 202246.
facilities to other Countries) and encourages
I
other companies to keep their production n recent years, Robotics as a service sys-
2.500
the RPA technologies into three 100%
facilities in this Country by cutting their tems that favour access by smaller producers
labour costs45. to RPA technology appear to have gained 100%
macro-categories, namely Index of average
robot prices and labor
ground. For example, Kuka, together with MHP
and Munich Re have launched the concept
of the Smart Factory as a service, combining
probots, knowbots and chatbots. compensation in
manufacturing in USA
software integration, automation, systems
engineering and risk and financial manage-
ROBO
IoT Agenda, 2019
(1990 = 100%) ment capabilities with a potential reduction
T PRI
of up to 30% in time-to-market delays47. 80%
834 1.424 2.075 3.300 5.385 7.523 9.519 11.523 12.825 CES
2017 2018 2019 2020 2021 2022 2023 2024 2025
1990 1995 2000 2005 2010
Global cobots market Source:
41: Robot industriali, investiti 16,5 miliardi di dollari nel 2018, Key4biz, 2019; 42: In-depth: Industry 4.0 2019,
size from 2017 to 2025 Statista Digital Market Outlook, In-depth: Industry, 2019; 43: Projected sales of collaborative robots worldwide from
2018 to 2025 (in 1,000 units), Statista, 2019; 44: Size of the global market for collaborative robots from 2017 to 2025
(in million dollars) (in million U.S. dollars), Statista, 2019; 45: Cosa sono i cobot, i “colleghi” delle fabbriche del futuro, Wired, 2018;
46: Robotic Process Automation Market - Global Forecast to 2022, Research and markets, 2017; 47: L’industria 4.0 è il 60%
presente, Bureau Veritas, 2019
Chart:Economist intelligence unit; IMB: Institut für Arbeitsmarkt-und Berufsforschung: International Robot Federation;
US Social Data; McKinsey Analysis
26 REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati
REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 272019 0,05
Digitalisation and the exponential technologies
5G
Digitalisation and the exponential technologies
Forecast number 2020 0,13
of 5G connections
worldwide from 2019 2021 0,35
Technology to 2025 (in billions) → 2022 0,81
5 G differs particularly from the previous T he implementation of 5G will result 5G is a fifth
mobile phone technologies in that it involves a in differences as regards the number of
generation mobile
2023 1,4
much more widespread network of antennae users: more than 40% will come from
that enable much faster connection speeds China51. Europe will generate up to 35%
and make it possible to interact over greater of revenue from fifth generation connec-
distances without any latency. It is believed
that this technology will enable connected IoT
objects to really take off in the marketplace.
tions while the USA will have the largest
slice, amounting to 44%, particularly in
phone technology.
It is designed to
the manufacturing, retail and energy sec-
T he most attractive aspects of 5G, when
tors52.
compared to its predecessors, are as follows48: In terms of licensing and installation costs,
more data
the Italian operators alone will be obliged
• It is faster and therefore able to transfer to spend around 25 billion Euro by 2025. 2024 2
increase the speed,
On the other hand, this will provide returns
• Less delay due to latency, which makes it amounting to around 0.3% of annual GDP
more reactive for 15 years as from 2020, or in other words reduce latency and
• More devices can be connected simulta- around 6 billion Euro per year53.
neously (sensors and IoT devices) The use of 5G will give rise to certain inno- improve the flexibility
F vative services that have not been feasible
of wireless services.
rom 2019 to 2025, the 5G market is set until now and will extend the advanced use
to be a major player with a sustained global of the Internet to include the SMEs that
growth rate of 111%, going from 131 billion have thus far been excluded due to lack
Dollars up to 277 billion49.
Global forecasts indicate that the number of
of network coverage.
T he first areas that will be able to benefit
5G technology has
connections will reach 2.7 billion by 202550.
T here will essentially be 4 drivers of this
from this technology are those of industrial
robotics and above all that of logistics. With a theoretical peak
growth: 5G, companies will be able to make their
1. The demand for ultra broadband con-
nections via Mobile, which will increase
production lines that are currently linked via
Ethernet connections become “wireless”.
2025 2,7 velocity of 20 Gbps,
Furthermore, the robots and machinery
whereas the peak
progressively
connected via a 5G network will be able
2. The increasing use of smartphones and
wearable devices to make sense of their surrounding envi-
ronment using sensors, provide real-time
3. The ever-increasing use of video via mo-
bile phones
data and be subjected to more efficient
remote maintenance.
velocity of 4G is only
4. Increasing government investment in
digitalisation, particularly in Asia and the Within the corporate environment, 5G will
United States and specifically aimed at enable the simultaneous management of
driving the development of new networks. large numbers of objects.
1 Gbps.
CISCO, 2019
Source:
48: 5G Caratteristiche, Velocità, è Pericoloso per la Salute? Quando Arriva in Italia?, Economia Italia, 2019; 49:
Mercato 5G: crescerà del 111% fino al 2025 e varrà 277 miliardi di dollari, Digital 360, 2019; 50: Forecast number of 5G
connections worldwide from 2019 to 2025 (in billions), Statista, 2019; 51: CCS Insight Predicts 1 Billion Users of 5G by
2023, with More Than Half in China, CCS Insight, 2019; 52: Mercato 5G: crescerà del 111% fino al 2025 e varrà 277 miliardi Chart: Forecast number of 5G connections worldwide from 2019 to 2025 (in billions), Statista, 2019
di dollari, Network Digital 360, 2019; 53: Il nuovo ordine mondiale creato dalla guerra del 5G, Agi economia, 2019
28 REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati
REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 29Digitalisation and the exponential technologies
Nanotechnologies
Digitalisation and the exponential technologies
& Biotechnologies
Nanotechnology is a term N anotechnologies are contributing B iotechnology is the field of biology that
towards drastically improving and even utilises processes, organisms or living
used to describe those areas revolutionising many technological and
industrial sectors, including information
technology, national security, medicine,
systems to create products and technol-
ogies aimed at improving the quality of
human life55.
of science and engineering transportation, energy provision, foodstuff
safety and the environmental sciences. D epending on the kind of technology, the
tools used and the applications involved,
In the IT and electronics field, nanotech-
in which the nanometric- nologies are contributing to the creation
of faster, smaller and more portable sys-
biotechnology may overlap with various oth-
er fields, such as molecular biology, bionics,
bioengineering, genetic engineering and
tems capable of processing and archiving
scale events (a nanometre is ever-increasing quantities of information.
T he global nanotechnology market is
even nanotechnology. Practical examples
of the utilisation of this technology include
the following: the production of medical
equivalent to one billionth of expected to be worth 90.5 billion Dollars
by 2021, with a compound growth rate of
18.2% from 2016 to 202154.
devices, pharmaceutical products, agricul-
tural chemical products and raw materials,
bio fuels and research and development
a metre) that occur are used
carried out in medical laboratories.
I n 2017 the worldwide biotechnology market 741,7
in the design, production
75,8 was worth around 390 billion Dollars, with
Global biotechnology an estimated growth of 90% by 2024, when
market by region, 2015- it will be worth some 742 billion56.
2026 (in billion dollars)
and application of materials,
64,2
• Middle West and Africa
Latin America
Asia Pacific
structures, devices & systems. 48,9
Europe
North America
Nanotechnologies, European Union
390,4
26 27
22,9
20,1 20,7 Global nanotechnology
market, 2010-2020 Source:
15,7 54: The Maturing Nanotechnology Market: Products and Applications Bcc Research, 2016; 55: Biotechnology, TechTarget,
(in billion dollars) 2019; 56: Biotechnology Market Share, Size, Trends & Industry Analysis Report By Technology: Segment Forecast, 2019 -
2026, Polaris Market Research, 2019
Chart:1 next page: BCC Research, 2010, 2012, 2014 and 2015; Research and Markets, 2015; 2: Biotechnology Market Share,
Size, Trends & Industry Analysis Report By Technology: Segment Forecast, 2019 - 2026, Polaris Market Research, 2019
2010 2011 2012 2013 2014 2015 2017 2019 2020 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026
30 REPORT: Smart Company
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REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 31c
The concept of Smart Company
The concept of Everything is becoming lighter, faster,
difficult to possess and impossible to
control: products are turning into services
and services into ecosystems, platforms
and shared protocols supported by
automation. The value of intangible
elements such as skills,
emotions and information is
increasing while the role of
tangible elements is declining.
The Ghost Company
S mart Companies are companies that
utilise the exponential technologies to re-
invent their business models.
A business model describes the way in
which an organisation creates, distributes
and gathers value. In other words, it is a
combination of organisational and strategic
solutions by which the enterprise obtains
a competitive advantage57.
T he impact of the exponential technol-
ogies forces a change in the competitive
paradigm, revolutionising the way in which
goods and services are produced or provid-
ed. Innovation is an ongoing process and
is an integral part of the company
U nlike traditional companies whose sole
objective is revenue, smart companies of-
ten have other objectives that can take
precedence over revenue.
32 REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati
REPORT: Smart Company
Corporate evolution with the fourth industrial revolution
Intellectual property: Casaleggio Associati 33The concept of Smart Company
High levels of market
T hese companies often become monopo-
listic in nature and offer innovative services value per employee
that have a major impact on the market and
pg.38
the community, largely due to hyper-produc-
tivity and its effect on employment. Notwith-
standing the hyper-productivity, the number
of employees in these companies continues
to increase, as does their market value per
Continuous
employee. In order to continue prospering
over time, these companies have to place
a high priority on integrating with the com-
innovation
munity in which they operate and they need pg.36-37
to be able to react quickly to change and
adapt their internal organisation, favouring
ease of delegation and reskilling, as well
as personal and environmental wellbeing.
I More
n addition to the utilisation of exponential
Sustained
technologies, the following characteristics
are also features of a smart company: → efficient Humal-less
The more elements the company is able to growth
control, the smarter it is.
pg.44-48 processes processes
pg.50-51
pg.52-53
Limited Revenue per
owned assets employee Brand purpose Social
pg.54-55
pg.49 pg.39-43
Value
pg.56-58The concept of Smart Company
The concept of Smart Company
Continuous
innovation
I n order to generate continuous innovation S
mart Companies promote constant inno- G enerally speaking, this is where the Ven- to do this, they will be relying on the digital
(both digital and business) it is essential tovation. Unlike traditional companies that only ture Capitalists come into the process and the skills of sixty-odd Founders Factory experts
create a culture of innovation that is supported
look inwards and practice closed innovation, clients themselves act as co-innovators rather who will oversee the development64.
by management, widespread amongst all smart companies look both in-house and than passive receivers: developing a better
employees and in line with the corporate outside the company in order to increase business model is more important than being M icrosoft for Start-ups is a tool designed to
mission and values. Continuous innovation their technological capabilities and they in- top-dog in the market. Examples of this includehelp companies keep up to date with the new
causes employees to become active par- terface with new partners such as start-ups, IBM’s InnovationJam and InnoCentive’s Open frontiers in innovation and the latest techni-
ticipants in the transformation process and universities and research centres, adopting Innovation Marketplace. cal advances, but was mainly developed to
increases their feeling of empowerment. the principles of Open Innovation or Open provide tangible assistance to established
Hackathon, Boards of Innovation, loyalty
Integration in order to exchange and access O ne of the first and biggest successes of companies that are developing a product
both internal and external know-how. Open Innovation dates back to 2005 when that Microsoft could help to launch65.
systems and recognition for the best or worst
Apple bought out FingerWorks, a start-up
innovation are just some of the many devices
that can be used to encourage continuous
Open Innovation is a paradigm that I
that produced multi-touch trackpads and n Italy, less than 30% of companies have
assumes that firms can and should keyboards. Apple had been able to grasp the adopted Open Innovation and those that have
innovation within the company58.
use external ideas as well as internal potential of multi-touch technology well ahead are mainly involved in the business of investing
F ailing to keep pace with innovation has
certain repercussions. A shining example:
ideas, and internal as well as external
paths to market, as the firms look to
of everyone else and thus managed to integrate in and acquiring start-ups . Although this per-
66
this technology into their iPhones and laptop centages rises significantly if we only consider
in 2009, with the aim of countering the ad- advance their technology trackpads. Wayne Westerman, co-founder the large companies, it is nevertheless below
the international average (70% as against
vance of Google and Apple, Nokia spent 8.1 of the start-up, then became a distinguished
Henry Chesbrough, American Economist 80%)67. In 2018 some 7,635 companies made
billion Dollars on the acquisition of Navteq, engineer and Multi-Touch architect at Apple.
a market leader in the field of GPS and ve-
hicle tracking systems. At about that time,
O pen Innovation is a business model that
Since then, there have been numerous other
recorded examples.
investments in this area and Corporate Venture
Capital investments alone account for around
encourages the connection of the business 1.2 billion Euro of the total68.
in Israel, Waze was born. Waze utilises a
technology that exploits the GPS systems
built-in to users’ mobile phones. Within
to external sources so as to be able to tap
into new start-ups and product opportunities,
F or example, Samsung has adopted Open
I talian companies that are active in this area
Innovation with the aim of developing its own include Ansaldo, mainly in the area of digital
two years, Waze had the same number of have a team with a broader range of skills
external innovation strengths via the Samsung transformation and development of robotic
operational sensors as Navtec and within and collaborate with other organisations to
Accelerator programme. The company is now systems for the maintenance and inspection
four years they had increased that number generate a level of innovation that would not
attempting to come up with new discoveries of their own products, as well as the Miroglio
tenfold, and best of all, every additional be achievable solely with in-house resources.
both within and outside the organisation by Group as regards Internal innovation and
“sensor” came at no cost. Unlike Navtec, To date, around 80% of the large multination- funding 500 new start-ups, 200 internal and Corporate Entrepreneurship, and Novartis,
Waze’s software updates were immediate.
als have adopted Open Innovation practices60. 300 external63. which promotes and funds projects via their
By 2012, Nokia’s market value had dropped
This notwithstanding, 54% of companies BioUpper training and acceleration platform69.
from 140 billion down to 8.2 billion, which L’Oréal, instead, is focusing on start-ups in
that make use of Open Innovation struggle
was virtually what the company had paid the beauty-tech field with the aid of Found- Since 2016, via their “growITup” programme
to bridge the gap between their business
for Navtec just three years earlier. ers Factory, the London-based, multi-sector and in collaboration with Microsoft, the Fon-
strategy and their innovation strategy61: this
In June 2013 Waze was bought out by Goo- business incubator and accelerator. The com- dazione Cariplo has staked it all on combining
happens because the ability to innovate is
gle for 1.1 billion Dollars: the company only pany’s aim is to select those start-ups that “made in Italy” skills and expertise with the
not enough in itself, so it’s also essential to
had around a hundred employees, but had could potentially benefit from the L’Oreal’s dynamic innovation and progress that is so
have clear medium-long term objectives
fifty million users or, in other words, human scientific know-how and media coverage and typical of start-ups.
and the ability to generate value for all the
Source:
traffic sensors59. parties involved62. 63: Samsung expands startup program for innovation, The Investor, 2019; 64: Open innovation, L’Oréal punta su cinque
startup del beauty-tech, EconomyUp, 2017; 65: Cos’è Microsoft for Startup spiegato da Microsoft, StartupItalia, 2018;
Source: 66: Open innovation in Italia? Una realtà per i Big ma faticano le medie imprese, Il Sole 24 ORE, 2019; 67: Aziende e
58: Building An Enterprise Culture Of Continuous Innovation, Forbes, 2018; 59: Exponential Organizations, Salim Ismail, innovazione: l’Open Innovation si evolve, è il momento dell’Open Integration, EconomyUp, 2019; 68: Startup a ruba anche
2014; 60: Aziende e innovazione: l’Open Innovation si evolve, è il momento dell’Open Integration, EconomyUp, 2019; 61: nelle PMI, vince il modello open innovation, Digital 360, 2018; 69: Terzo Osservatorio Open Innovation e Corporate
Innovation Benchmark 2017, PwC, 2018 Venture Capital, Assolombarda, Italia Startup e SMAU, 2019
36 REPORT: Smart Company
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