Design World

  • Home
  • Technologies
    • ELECTRONICS • ELECTRICAL
    • Fastening • joining
    • FLUID POWER
    • LINEAR MOTION
    • MOTION CONTROL
    • SENSORS
    • TEST & MEASUREMENT
    • Factory automation
    • Warehouse automation
    • DIGITAL TRANSFORMATION
  • Learn
    • Tech Toolboxes
    • Learning center
    • eBooks • Tech Tips
    • Podcasts
    • Videos
    • Webinars • general engineering
    • Webinars • Automated warehousing
    • Voices
  • LEAP Awards
  • 2025 Leadership
    • 2024 Winners
    • 2023 Winners
    • 2022 Winners
    • 2021 Winners
  • Design Guides
  • Resources
    • Subscribe
    • 3D Cad Models
      • PARTsolutions
      • TraceParts
    • Digital Issues
      • Design World
      • EE World
    • Educational Assets
    • Engineering diversity
    • Trends
  • Supplier Listings
  • Advertise
  • Subscribe

The Revolution Will be Digitized

By atesmeh | July 1, 2014

Adam Hassan, business director for international design-bureau DesignitThe digital revolution is upon us, and, as in any revolution, chaos will precede order – and completely new opportunities.

Adam Hassan, the business director for international design-bureau Designit, frequently uses the word ‘digital’ in his daily work. However, he admits the term is actually quite imprecise. It can refer to everything from a connected digital-world to smart phones and tablets, right through to “The Internet of Things” – the idea that any object, animal or person can connect to the internet and communicate.

Hassan’s business helps companies to grow and create business value through strategic design. He says many companies, primarily those in the industrial sector, are having a hard time defining their digital identity. “For some reason, these particular companies are finding it difficult to get started,” he says. “Those that try often project a rather clumsy impression.”

Part of Hassan’s job is to get business leaders to understand the value of Internet-based services and possibilities. But does everyone have to jump aboard the Internet bandwagon?

“Yes, at least those that want to survive,” Hassan says. “Not utilizing the opportunities that digital channels provide is like driving a horse-drawn wagon when everyone else is driving a car. The ongoing digital-revolution is the new industrialization. Roles and tasks are disappearing while new ones are being created and society is undergoing radical change.”

The advantages of “driving the digital sports car” can be boiled down to three elements: knowledge, presence and service. Let’s take knowledge first. Big data* and the possibilities for measurement and analysis provided by the Internet enable the gathering of information and data about markets, customers and prospective customers, as well as about their needs and behaviour. A company with this knowledge also understands how to create increased interest in its products and services.

With regard to presence, Hassan thinks it means being where the target group is. “At the moment, you may have customers who are not active on the Internet but it won’t always be that way,” he says. “Most people born after 1970 have a natural relationship to the Internet and digital services.”

And then there’s service. Over the last century, competitive tools in many industries have developed from focusing on range (supplying most extensive range of goods wins) to quality (the supplier of the best goods wins) and service.

“The digital space is already playing a decisive role in this area,” Hassan says. “When the goods or services you sell are not clearly differentiated from those of your competitors, you have to develop and refine your service and the customer experience. Digital and net-based services often dramatically boost the service experience.”

But how does one go about it? How does a company change from being traditional and analog to a credible digital player?

“Many companies start at the wrong end of the stick asking, ‘What will we get out of this?’” Hassan says. “Instead, I recommend investigating how digitalization can enhance efficiency in the organization of these companies. How can you save money and time as well as make things easier for yourselves? Start from the inside by making life easier for employees and thereby acclimating people to working digitally and creating positive conditions. From there you can progress and investigate what you can do for your customers.”

Hassan says in many cases this means changing a corporate structure from the ground up. “The classic corporate structure with one leader at the top and a pyramid of employees below does not function that well anymore,” he says. “Many business leaders do not understand how changeable the new digital climate is. They try to squeeze new opportunities and methods into old paradigms.”

Instead, organizations need to become flatter. Ideas and knowledge at the furthest reaches of the company must be cultivated, where they must be taken seriously and allowed to develop. A suggestion box in the lunch room will just not cut it. Faster decision paths and greater freedom for employees at the base of the pyramid are often necessary.

“Making such a change is not easy,” Hassan says. “First there will be chaos and then things will fall into place. This may sound off-putting – but then again, it’s called a revolution for a reason.”

For more information visit www.trelleborg.com.

You Might Also Like


Filed Under: Aerospace + defense

 

LEARNING CENTER

Design World Learning Center
“dw
EXPAND YOUR KNOWLEDGE AND STAY CONNECTED
Get the latest info on technologies, tools and strategies for Design Engineering Professionals.
Motor University

Design World Digital Edition

cover

Browse the most current issue of Design World and back issues in an easy to use high quality format. Clip, share and download with the leading design engineering magazine today.

EDABoard the Forum for Electronics

Top global problem solving EE forum covering Microcontrollers, DSP, Networking, Analog and Digital Design, RF, Power Electronics, PCB Routing and much more

EDABoard: Forum for electronics

Sponsored Content

  • Widening the scope for machine tool designers with FORTiS™ enclosed encoder
  • Sustainability, Innovation and Safety, Central to Our Approach
  • Why off-highway is the sweet spot for AC electrification technology
  • Looking to 2025: Past Success Guides Future Achievements
  • North American Companies Seek Stronger Ties with Italian OEMs
  • Adapt and Evolve
View More >>
Engineering Exchange

The Engineering Exchange is a global educational networking community for engineers.

Connect, share, and learn today »

Design World
  • About us
  • Contact
  • Manage your Design World Subscription
  • Subscribe
  • Design World Digital Network
  • Control Engineering
  • Consulting-Specifying Engineer
  • Plant Engineering
  • Engineering White Papers
  • Leap Awards

Copyright © 2025 WTWH Media LLC. All Rights Reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of WTWH Media
Privacy Policy | Advertising | About Us

Search Design World

  • Home
  • Technologies
    • ELECTRONICS • ELECTRICAL
    • Fastening • joining
    • FLUID POWER
    • LINEAR MOTION
    • MOTION CONTROL
    • SENSORS
    • TEST & MEASUREMENT
    • Factory automation
    • Warehouse automation
    • DIGITAL TRANSFORMATION
  • Learn
    • Tech Toolboxes
    • Learning center
    • eBooks • Tech Tips
    • Podcasts
    • Videos
    • Webinars • general engineering
    • Webinars • Automated warehousing
    • Voices
  • LEAP Awards
  • 2025 Leadership
    • 2024 Winners
    • 2023 Winners
    • 2022 Winners
    • 2021 Winners
  • Design Guides
  • Resources
    • Subscribe
    • 3D Cad Models
      • PARTsolutions
      • TraceParts
    • Digital Issues
      • Design World
      • EE World
    • Educational Assets
    • Engineering diversity
    • Trends
  • Supplier Listings
  • Advertise
  • Subscribe
We use cookies to personalize content and ads, to provide social media features, and to analyze our traffic. We share information about your use of our site with our social media, advertising, and analytics partners who may combine it with other information you’ve provided to them or that they’ve collected from your use of their services. You consent to our cookies if you continue to use this website.