May 13, 2016

Communication creates a new, transparent world

Kia Haring

Head of Global Communications, Tieto

I have recently been highlighting the importance of ecosystems and communication in accelerating change. In this blog post, I share some key highlights and explain the importance of ecosystems for Tieto and the broader business world.

 At Tieto, we map ecosystems in various ways by considering clients, consumers, startups, partners and other stakeholders. 

In the future, we will all work even more within ecosystems. Digitalization has not only made this a possibility, but also a necessity to compete in today’s highly networked world. One of the things that excites me the most is how these ecosystems will also impact the way we communicate.

The importance of ecosystems

Ecosystems open up new creative potential that has previously been off limits. I have seen this shift in the past few years at Tieto. In many of our development projects we have directly observed increases in creativity, flexibility and speed in delivering new innovations and service concepts to the market together through ecosystems.

The hackathons that we hold together with clients through the Tieto Experience Hub concept provide an excellent example of the effectiveness of ecosystems. Other powerful examples include our Bubble sessions, digital think tanks in which we gather influencers to discuss the biggest trends. If you are interested, please check out a session during which Linda Liukas and Luigi Vanfretti together with our Taneli Tikka discussed innovations in the digitalized world. These kinds of co-creative processes and communication are only possible in the modern digitalized world.

Ecosystems require trust

One prerequisite for these types of operations is trust. In an ecosystem, the participants require transparency and openness from each other. This is an active choice to work together instead of competing against one another. Communication is a great means for building trust, openness and transparency.

Ecosystems also place new demands for communications in listed companies. Everything happens in real-time. The demand for openness and transparency calls for more collaborative communications, engagement and interactions. Social media is present every day for everyone, especially for B2B companies. And for this reason, the role of company ambassadors is also becoming more and more important, with communications teams taking on the role of trainer, coach and supporter for new ways of working and interacting.

Digitalization is changing the role of communications and leadership.All this makes a big difference in everyday “corporate communications”—the border between internal and external communications is vanishing while a company’s reputation is being built—in every interaction between human beings in the digital and physical worlds. We can lead the way for communications in an ecosystem, but we can never completely manage or control it! 

Change is necessary, but achievable

Ecosystems don’t happen automatically; to succeed, they require some changes in attitudes. Specifically, ecosystems require the following conditions:

  • Trust (communication can help in building this)
  • Valuing transparency over secrecy
  • Choosing shared business models over competition
  • Common goals  

With these attributes, ecosystems will not only become established, but thrive. Without these attributes, your business may have difficulty competing in the digital era. A new, better world is built by co-creating value for all stakeholders. And communication is the key to making that happen in a transparent, innovative tomorrow.  

PS. Are you interested in learning more? Here are three concrete examples demonstrating how we have utilized the power of ecosystems in communications:

Tieto Perspectives—a digital ecosystem

The Tieto Perspectives site receives approximately 15,000 unique external visits per month. The site was established in March 2015 with the goal to become a discussion forum for topics at the intersection of business and technology. In addition to our own expert blogs, we host articles by external influencers on the platform as well as Bubble sessions—our think tank discussions on current topics. We have also brought these discussion forums to our physical customer events, combining the digital and physical concepts. 

Ultrahack and our other hackathons

Tieto startups joined forces at the Ultrahack hackathon, where the goal for Tieto and our partners was to create new innovative services for the future of retail. The winning team was rewarded for their innovation, whicheliminates queues for brick-and-mortar retail locations.

Ultrahack received great publicity across social media—through the ecosystems of participants as well as in traditional media. Hackathons have since become an important part of the creative processes between Tieto and its customers; #CXHackFazer and #CargoHack are especially good examples.

Tieto eBook on digitalization

Our eBook Accelerating business through digitalization compiles the blog posts of 60 Tieto authors and beyond in one downloadable package for tablets. The book analyses the theme of digitalization from different viewpoints: business benefits, improved customer experiences, functional efficiency and new business models. This is a great example of benefitting from our ecosystem and effectively communicating the benefits of digitalization! (Download the eBook from the iTunes App Store or GooglePlay.)

 This blog post was originally posted (in Finnish) at ProCom blog:

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