Innovat Ive Distribution Channels

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					                     INNovAtIve
                     InnovatIve
                     Distribution
                     Channels
In this issue:
ING Asia / Pacific
GAAPS, UK
AON Benfield, Turkey
Capital Contacts International, NL
VODW Marketing, NL                         IC
                                       NAIMN
                                     DY OT
                                      EDI
THEME TREE                                                                                                                                                THEME TREE




DYNAMIC                                                                                               TALENT&PRO
     The dynamic of a system or process is the force that                      Talent&Pro has been delivering intelligent resource
     causes it to change or to progress. Dynamics are                          solutions to the insurance and financial sectors since
     forces that produce power of movement.                                    1999, providing graduates with opportunities, training
                                                                 DYNAM
                                                                          IC
                                                                 EDITIO
                                                                       N       and experience worldwide.




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ConTEnTs                                                                                                                                                                                                                                                                                          ConTEnTs




                                                                                                                                                                                                                                               TABLE Of CONTENTs

                              DYNAM
                                            IC
                                                                 Isn’t the credit                                                                                6              ThE ChALLENgE Of INNOvATION
                                                                                                                                                                                                                                               Page 2

                                                                                                                                                                                                                                               Page 4
                                                                                                                                                                                                                                                              Theme Page

                                                                                                                                                                                                                                                              Column: Cint Kortmann


                                                                 crisis present
                               EDITIO
                                          N                                                                                                                      Jacques Kemp, Geraldine Kaye and Husamettin Dogramaci share their views
                                                                                                                                                                 on implementation of innovation within the Financial Industry.                Page 5         Table of content

                                                                                                                                                                                                                                               Page 6         The Challenge of Innovation


                                                                 everywhere?                                                                                                                                                                   Page 10

                                                                                                                                                                                                                                               Page 14
                                                                                                                                                                                                                                                              The Talented View

                                                                                                                                                                                                                                                              Different World

                                                                                                                                                                                                                                               Page 16        Opportunities and
                                                                                                                                                                 10                                    ThE TALENTED vIEw                                      Perspectives, The Asian View
                                                                                                                                                                 Coen Verhaak about cross-border training on the other side of the globe.
                                                                 Dear Reader,                                                                                                                                                                  Page 22        Attitude and Behaviour

                                                                                                                                                                                                                                               Page 24        Column: Ad Kil,
                                                                 I hereby present you with the third issue of our International Magazine. As always,                                                                                                          An exciting adventure?
                                                                 our aim has been to focus on something that is currently an issue in the financial
                                                                 sector. So why not focus on the credit crisis? But, think about it, isn’t the credit                                                                                          Page 26          3D Printing,
                                                                 crisis present everywhere? In this context, I refer you to Roger Peverelli’s article                                                                                                           a promising future?
                                                                 further on in this issue. Mr. Peverelli is one of the authors of the book “The Future
                                                                           ,
                                                                 of Finance” in which he presents ethics as one of the paths of innovation within
                                                                 the credit crisis.                                                                              16             OPPORTuNITIEs AND PERsPECTIvEs
                                                                                                                                                                 Ryan Tewari, managing director of capital contacts international, gives his
                                                                 A couple of years ago, I was at a convention where it was noted that, in the                    point of view on the role of innovative distribution channels.
                                                                 financial world, little attention is paid to strategic innovation. Has this changed?
                                                                 Nowadays, also within the financial sector, innovation is being introduced in a
                                                                 variety of distribution channels. Strategies that are aimed at saving costs and
                                                                 retaining clients. Banks and insurance companies are increasingly introducing
                                                                                                                                                                                                                                                Colophon Globe
                                                                 innovative products that contribute to this, and which have been tailor-made for
                                                                 specific target groups. For instance, health care insurance that can be arranged                                                                                               Final Editing                   Production
                                                                 online, thus reducing the related premium. We try to be transparent through a                                                                                                  Suzanne Bastiaanssen            Suzanne Bastiaanssen
                                                                 variety of channels. Is this a consequence of the credit crisis? We have asked                                                                                                                                 Chianna Beumer
                                                                 various prominent persons in the financial sector to share their views on                       22                       ATTITuDE AND BEhAvIOuR                                Translation and editing
                                                                 innovative distribution channels.                                                               Roger Pervelli and Isolde Schram, both working for VODW Marketing,             Barbara Warnar                  Design
                                                                                                                                                                 share their views about the effects of innovation.                             Stephanie Dijkstra              More Than Live,
                                                                 Talent&Pro’s progressivity has brought it to where it is now, a market leader,                                                                                                                                 Rotterdam,
                                                                 recognised both internationally and within its own market. Luckily, I would like                                                                                               Photography                     The Netherlands
                                                                 to say, we have never let our innovativeness be impeded by fear. And we ask                                                                                                    Judith Lengkeek
                                                                 you to do the same.                                                                                                                                                            Sebastiaan van Tol              Print
                                                                                                                                                                                                                                                Martijn Arets                   Drukkerij Haarmans,
                                                                 I hope you enjoy this magazine!                                                                                                                                                                                Beverwijk,
                                                                                                                                                                                                                                                                                The Netherlands


                                                                 With kind regards,                                                                              26 3D PRINTINg, A PROMIsINg fuTuRE?                                                                            April 2009
                                                                 Cint Kortmann
                                                                                                                                                                 Freedom of Creation, a design and research company, about the change
                                                                                                                                                                 of perspective.




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THE CHallEngE of InnovaTIon                                                                                                                                                                                           THE CHallEngE of InnovaTIon




     INNovAtIve
                                                                                              Introducing Jacques P.M. Kemp of ING Asia/        How high do you rate and qualify the
                                                                                              Pacific from the Netherlands, Geraldine           innovative capabilities in your country
                                                                                              Kaye of GAAPS from the UK and Husamettin          compared to the rest of the EU/continent?
                                                                                              Dogramaci of AON Benfield from Turkey.            JK: In ING Insurance Asia/Pacific, we operate
                                                                                                                                                in 13 countries and as you can imagine, each




     DIstrIbutIoN
                                                                                              What innovation do you expect will impact         market has its own specific requirements.
                                                                                              Financial Industry greatly and the banking/       Many times, these are driven by different
                                                                                              insurance sector specifically?                    customer needs, but also by the rules of each
                                                                                              JK: Obviously that would be the Internet. Due     country. From the Regional Centre, we have
                                                                                              to the surge in technological developments,       encouraged the local business units to find
                                                                                              customers increasingly want easy direct and       an optimum balance between innovation,




     ChANNels
                                                                                              24/7 access to financial services, and advice     efficiency and meeting local needs.
                                                                                              only when and where they request it.              We support the process with best practice
                                                                                              Looking forward and based on the new              sharing. If, for instance, a new product proves
                                                                                              realities in the current financial markets,       to be a best-seller in country A, we 'export'
                                                                                              I expect that most innovative efforts should      this product in a localised version to another
                                                                                              focus on making things simple again.              market, though there is no guarantee that it
                                                                                              While the notion 'innovate by making things       will work well in another market.
                                                                                              simpler' sounds paradoxical, customers,




     ACCorDINg
                                                                                              regulators and financial institutions will



                                                                                                  “In INg Insurance Asia/Pacific, we operate
                                                                                                       in 13 countries and as you can imagine,



     To THREE
                                                                                              each market has its own specific requirements”
                                                                                                                                                                                                          Jacques P.M. Kemp -
                                                                                              (have to) introduce products onto the market      GK: We are experiencing the start of a brain              ING Asia/Pacific
                                                                                              that are different from the overly complex        drain now that more candidates are moving                 Jacques Kemp is vice chairman of ING
                                                                                              products that generated top-line yet risky        overseas, as foreign salaries are attractive              Asia/Pacific for Insurance and Investments.
                                                                                              sales up to last year. In the recent down         when you take the exchange rate into                      His international career has involved




     fInanCIal
                                                                                              market, many people have experienced how          consideration.                                            many positions in North and South
                                                                                              much more risky those products are than                                                                     America, Europe and Asia.
                                                                                              they were believed to be when asset prices        HD: Having a limited idea of the extent of                He is specialised in setting up international
                                                                                              were on the rise. As the saying goes: 'when       innovation capability abroad, I can say that              networks and developing Emerging Market
                                                                                              markets go up people want yield, when             it is not bad in Turkey. Being a developing               Banking and e-Business for ING.
                                                                                              markets go down, people want protection.'         country, Turkey has considerable human
                                                                                              This will stimulate a different approach to       sources, who aim to catch up on the latest




     spECIalIsTs
                                                                                              future innovation in product development.         technology,      especially    in   information
                                                                                                                                                technology, which is applicable to every             of our business processes. Next to this
                                                                                              HD: Due to the global financial turmoil,          aspect of life. These young, educated and            improved efficiency, IT will likely increasingly
                                                                                              what the financial industry really needs          curious people who work in production,               become a driving force behind strategic
                                                                                              now is to recapture the clients’ confidence       trade, finance, advertising, press, tourism,         choices. IT is shifting from a cost factor to an
                                                                                              and reliance. For the moment, capturing           entertainment and other sectors must be              income-contributing factor.
                                                                                              confidence is a matter of time. The financial     innovative in order to compete with their            A powerful example is one which almost
                                                                                              industry should be as transparent as possible.    competitors in Europe, the US, China, and            every customer uses a couple of times a week:
                                                                                              It is not the time to introduce innovation - on   India.                                               'pin-payments', a tremendous facilitator that
     We brought together three major figures in the Financial Industry to                     the contrary, it is time to be simple, pure and                                                        not only makes the retail customer's life
                                                                                              transparent.                                      How would you rate the effectiveness of the          easier, but also makes the life of the retailer
     ask them what their views are on innovative distribution channels.                                                                         latest implemented innovative IT solutions           and the bank more efficient.
                                                                                                                                                across the financial sector?
     What do they agree on and where do they differ?                                                                                            JK: Effectiveness is high. IT has caused a
                                                                                                                                                tremendous improvement in the effectiveness



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THE CHallEngE of InnovaTIon                                                                                                                                                                                                                                                       THE CHallEngE of InnovaTIon


HD: For years, an incredible variety in IT solutions has been               What, in your opinion, are the key factors and challenges involved in       “The Internet is a very
introduced into the financial sector. Each year, the extent of the          developing a successful multichannel strategy?
capabilities increases, yet - as far as I can tell - not a single company   JK: The main factor is at the same time also the main challenge,           effective media, which
in the insurance sector is satisfied with its IT system. Every company      namely being how to reconcile the conflicting issues between the
- local or global, small or big, located in Turkey or abroad - is always    channels. During the early years of this decade we sold almost all of      provides the consumer
in search of an ideal/utopian system, but unfortunately without             our products through one channel, the tied agency channel. Today a
success. The more complex the systems, the more problems they               large part is sold through banks. Managing the tension between              with more opportunity
create. However in the banking industry, it seems IT adaptation is          both channels was the biggest challenge but once you get it right,
beyond comparison. This is obviously the result of the huge                 everybody can benefit from it.                                                to make propaganda
investments the banking industry has been making in IT solutions
over the years.                                                             GK: One of the most important factors is an excellent, committed               than the producer.”
                                                                            staff, and one of the most important challenges is finding them! A
                                                                            dedicated team that works together will not only facilitate
  “One of the most important factors                                        development but also boost it.                                             HD: I believe you can only achieve this by
                                                                                                                                                       integrating       high   technology       into   the
    is an excellent, committed staff,                                       HD: Having a successful multichannel strategy means enjoying the           individual        channels.     The       traditional
                                                                            full advantage of all channels, using them effectively and in a well-      distribution channels - namely agencies -
      and one of the most important                                         balanced manner to reach the sales targets. In addition to the             should continue to use conventional ways
                                                                            conventional ways, all technological means such as the Internet and        to keep their traditional customers. At the
        challenges is finding them!”                                        mobile phones are utilised in order to achieve targets. Interactive TV     same time, they should use high tech, to
                                                                            broadcasting and banks’ ATMs should also be considered new ways            reach the growing young population.
                                                                            of reaching insurance customers. Internet facility should be
                                                                            improved for this purpose, as Internet penetration in Turkey is almost     How can insurers and banks use the Internet
Geraldine Kaye – GAAPS                                                      100%. This seems incredible, but if you take into account the fact         effectively to sell more complex products
Following a career as an actuary, Geraldine Kaye set up GAAPS               that there are approximately 7 million households in Turkey that are       and therefore increase their revenues?
in 1992, which has become one of the largest specialist actuarial           eligible for insurance and there are 23 million Internet connections,      JK: Just as human interaction can hardly be
recruitment consultancies in the world. Kaye manages and                    it may concluded that there is at least one person in every house          replaced by computers, the advice we
advises on the placement of highly experienced senior                       that has access to the Internet.                                           provide to our customers is also hard to
executives seeking permanent and interim management                                                                                                    replace. IT/internet can, however, support
positions.                                                                  How can traditional distribution channels networks be integrated           this process. It can give the advisor direct               Husamettin Dogramaci – AON Benfield
                                                                            into a multi-network model?                                                access to a financial overview per customer                Husamettin Dogramaci is executive director of AON Benfield and has 20 years of
                                                                            JK: Let me start by describing the context of the evolution of the         and can make calculations for the customer                 experience working for insurance and reinsurance companies as a financial executive.
                                                                            multichannel model. Bancassurance is developing fast in Asia. The          regarding     different       products.     Another        Dogramaci also has experience in banking as an internal auditor.
                                                                            primary drivers for this rapid penetration include the insurers’ desire    opportunity could be, when you “see” (via
                                                                            to diversify away from costly agency distribution and the banks’           IT data) that a customer is searching for
                                                                            interest in broadening their income base. At the same time, recent         information on a product, for you to
                                                                            deregulation from India and China to South Korea and Japan, has            introduce an option that he can follow-up               on the visitors’ behaviour combined with          the public. However, unsatisfied consumers
                                                                            significantly added momentum to the proliferation of bancassurance         on by discussing this with an advisor via the           relevant polls, this will provide you with        write their bad experiences in every blog,
                                                                            in Asia. The invention of the Internet did not mean the end of the TV.     Internet. Experience in the Netherlands has             insight into customer experience and needs,       page, e-mail address in an effort to reach
                                                                            Similarly we believe that the increasing role of banks in the              shown that this has led to an increase in the           which can be very useful for developing           more people and turn them against the
                                                                            distribution of insurance products or the direct channel will not          sales of certain products. The more simple a            customer relationships.                           company. In order to cut down on the
                                                                            replace the tied agency model. Many customers will continue to be          product, the easier it is for the customer to                                                             number of unsatisfied customers and to
                                                                            guided by the professional and personal advice from an agent-              decide directly on purchasing it online.                GK: By cloning social networking ideas. Take      decrease their negative effect, an interactive
                                                                            advisor.                                                                                                                           a look at the GAAPS Facebook page! It is          and transparent communication opportunity
                                                                            The best way to manage the multi-network model is to respect the           GK: With great difficulty - the only way this           essential that any webpage that allows the        can be supplied on the company’s web
                                                                            varying needs of the customers and the persons involved in the             can really be achieved is by making complex             public to add content is closely monitored        portal. Opening a forum section on the
                                                                            different channels. This could mean variation in product offerings,        products appear less complex!                           to avoid misuse and abuse.                        company’s web page and encouraging
                                                                            pricing and incentive programs, and sometimes different branding.                                                                                                                    customers to share their problems - and of
                                                                                                                                                       How can the Internet be used to manage                  HD: The Internet is a very effective media,       course replying promptly - may stimulate
                                                                            GK: I believe yet again that you have to have excellent and committed      the customer experience and develop closer              which provides the consumer with more             the development of customer relations.
                                                                            staff, which has vision and tenacity.                                      relationships with customers?                           opportunity to make propaganda than the
                                                                                                                                                       JK: It can greatly contribute to this. For              producer. Producers do this on their own
                                                                                                                                                       instance, the Internet home page of ING in              page - which is considered advertising and
                                                                                                                                                       the Netherlands has over 1 million customers            therefore somewhat unreliable. Satisfied
                                                                                                                                                       per day. If you use the data this generates             consumers don’t share their pleasure with



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THE TalEnTED vIEW                                                                                                                                                                                                                                                                  THE TalEnTED vIEW




Cross-borDer
                                                                                                                                                                                                                                                  After experiencing these extremes we went
                                                                                                                                                                                                                                                  to a more traditional part of Shanghai called
                                                                                                                                                                                                                                                  Old Town, where we saw several typical
                                                                                                                                                                                                                                                  Chinese sights. At the famous Huxington tea
                                                                                                                                                                                                                                                  house, in the middle of OldTown, surrounded
                                                                                                                                                                                                                                                  by a beautiful pond with dozens of Koi Carps



TrAINING IN SHANGHAI
                                                                                                                                                                                                                                                  and buckets where Lotus-flowers grow in
                                                                                                                                                                                                                                                  the summer, I drank my first Lotus-tea. The
                                                                                                                                                                                                                                                  tea was quite expensive, but considering
                                                                                                                                                                                                                                                  the location I considered the price to be fair.
                                                                                                                                                                                                                                                  We ended the day in a Chinese restaurant,
In order to adequately meet the demands that arise due to international                                                                                                                                                                           where I had my first chopstick experience,
                                                                                                                                                                                                                                                  but with a little coaching from my Chinese
expansion, an increase in required know-how and the needs of clients                                                                                                                                                                              colleagues I managed to get through my
                                                                                                                                                                                                                                                  dinner. By now the jet-lag of our first day
and partners when tackling the challenges at hand, Talent&Pro doesn’t                                                                                                                                                                             was catching up on us. Time to return to the
                                                                                                                                                                                                                                                  hotel for a good night’s sleep.
hesitate to send their project consultants to the other side of the globe
                                                                                                                                                                                                                                                  Training commences
to be trained for their next project.                                                                                                                                                                                                             Being awake at 5.00 am gave us plenty of
                                                                                                                                                                                                                                                  time to get to our training on time. We
Coen Verhaak, from the Netherlands, tells us                      The privileges of travelling business class      At the hotel we were given a warm welcome
                                                                                                                                                                                                                                     verY IC      arrived there at 8.45 am which turned out to
                                                                                                                                                                                                                                         M
                                                                                                                                                                                                                                    DYNA
about the cross-border training course he                         not only became apparent during the flight,      by one of our colleagues from the Shanghai                                                                                     be too early, as most Chinese were still
followed in Shanghai.                                             but also when we were allowed to disembark       office    of Talent&Pro,    with    whom      we                                                                               having their breakfasts. Not much later we
                                                                  and collect our luggage before the business      embarked on our first sightseeing tour                                                                                         were joined by six people from Switzerland
The arrival at the airport marked the                             class travellers. This was my first experience   of the city. We visited one of the world’s                                                                                     and three others from the Netherlands, all
beginning of an exciting one-week adventure                       of the Chinese culture in which class division   highest     towers,   the   Shanghai      World          Coen Verhaak                                                          partners from the software consultancy. Our
I was about to embark on, together with a                         is very common, unlike in my home country        Financial Centre (SWFC). From the top of                 24 years old, has been with Talent&Pro since March                    week’s training focused on the ‘General
colleague. Our destination was Shanghai,                          the Netherlands.                                 the SWFC at 470 metres we enjoyed                        2008. His educational background is in Human Resource                 System’ and the ‘General Claim System’.
where we would meet our colleagues from                                                                            a spectacular view of the city. It was there             Management on a Bachelor level.                                       We were first given an overview of the
Talent&Pro Shanghai and follow a week’s                           First impressions                                that we also stood on glass and looked                                                                                         systems, after which we walked through the
training with a close partner of Talent&Pro,                      From the plane we had only seen industries       straight down to the road, which was really                                                                                    different modules.
a specialised software consultancy. Enough                        and farms. The taxi ride from the airport        magnificent.
ingredients for me to feel quite nervous,                         gave us our first real impression of the city.
anxious of what the coming week had in                            We were amazed by the number of buildings,
store for us, and excited at the prospect of                      ranging from low-rises to multi-storey flats.
my first long international flight.                               But still it was hard to believe that we were
                                                                  in one of the largest cities in the world.
I was lucky to have a seat near an emergency
exit so that I could rest my feet and the rest
of my body, but it still felt quite unnatural to
be in such a small space for over 10 hours.




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THE TalEnTED vIEW


Over the course of the week, different
people came to teach us about the various
                                                                      “The trainers definitely weren’t used
                                                                                                                                                                          Do you have what it
modules. The Chinese trainers where very
enthusiastic about their part of the system
and they were able to give us a lot of                                to being asked so many questions.”
information. The trainers definitely weren’t



                                                                                                                                                                          takes to succeed as
used to being asked so many questions.
However, as the course wore on, they got
more and more used to our questions and                           TV Tower. Inside the second big sphere we          a fifth of the selling price, as this was what we
feedback on the system, and even seemed                           enjoyed the beautiful view of Shanghai at          had been advised to do. However, after two or



                                                                                                                                                                          a project consultant?
to enjoy it. And when we indicated that                           night. The most astonishing part of the view       three   biddings   the   woman      refused    to
we thought certain training aspects were                          was that I was able to see so far that it wasn’t   continue. A lot wiser we continued with a
missing,      they     acted      upon       this     and         clear to me if I could see to where the earth      less aggressive strategy which proved to
implemented an extra programme on the                             curved away or that I was merely viewing           be more successful. What also helped, I
last day. This example, combined with the                         the outer edge of the city. The enormity of        accidentally discovered out, was to pretend to
adaptability of the trainers, showed me what                      the city hit me once again.                        walk away. I did this when I found a wooden
I consider the strength of this , which as best                                                                      Buddha for my girlfriend. Convinced we
expressed by Charles Darwin: it’s not the                         On our last day in Shanghai we went to the         wouldn’t reach a price I was prepared to pay,
strongest, nor the smartest that survive, but                     Talent&Pro office. Here we met the manager         I walked away. The saleswoman came after
the ones most responsive to change.                               of our Asia division, as well as other             me and named another price, which was bet-
                                                                  colleagues and consultants who stayed for          ter but not quite good enough. So I said no
The   evenings        were      all-Asian. We          ate        the rest of day. It was nice to see that the       and walked away again and in her last chance
together as a group in several very good                          office doesn’t differ that much from our           to sell the thing to me she named a last and
Chinese,      Thai,     Indian       and      Japanese            office in the Netherlands. It has the same         final offer, which was exactly what I had been
restaurants. Luckily, my chopstick abilities                      colours and fresh appearance.                      willing to pay.
were improving!
                                                                  After our visit we went to Old Town to buy         Our departure from Shanghai to the airport, in
Sightseeing and bargaining                                        souvenirs. We had been advised to bargain          the so-called Maglev, was quite amazing. This
During the week we also went downtown to                          the price. Our first attempt didn’t prove very     is a train that glides over a magnetic field and
experience this metropolitan city. We visited                     successful. My colleague had seen a nice           reaches speeds of up to 430 km/h. This train is
the giant attraction of the Oriental Pearly                       small figure which he wanted to buy, and           a symbol for the Chinese that allows them to
                                                                  the woman who was selling it indicated a           show the world what they are capable of. For
                                                                  price on her calculator. On the same               us it was an incredible experience and a
                                                                  calculator he named a price which was about        spectacular way to end our week in Shanghai.
                                                                                                                                                                          talent&Pro is recruiting bright and talented individuals for careers in the Financial Industry




                                                                                                                                                                                          We’re looking for graduates and people with a year’s
                                                                                                                                                                                          work experience in the Financial Industry. If you’re
                                                                                                                                                                                          a pro-active, motivated individual, with the personality
                                                                                                                                                                                          and drive to take full benefit from a comprehensive
                                                                                                                                                                                          training and mentoring programme, then it’s time to join
                                                                                                                                                                                          an international that’s uniquely geared to personal and
                                                                                                                                                                                          organisational growth.


                                                                                                                                                                          For further information go to: www.talent-pro.com



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DIffEREnT WoRlD                                                                                                                                                                       DIffEREnT WoRlD




                                       DIffERENT wORLD
                                                                                                                                 Private
                                                                                                                                 My most important moment?
                                                                                                                                 When I came in number 1 on the Nürburgring (Nordschleife)
                                                                                                                                 in 2006. You can find this fantastic moment back on
                                                                                                                                 www.nynkerace.nl.


In this edition of Globe we will compare the two worlds of a successful                                                          What energises me?
                                                                                                                                 Every time I manage to pass someone on the tracks and thus
business woman. Are business and pleasure really that different?                                                                 work my way to the front.


                                                                                                                                 What really has an influence on me?
Nynke de Vries proves the fact that the world of car racing is not exclusively a man’s                                           The weather and the degree in which I am one with my car, on
world. Besides enjoying having a firm a grip on the steering wheel when it comes to                                              a particular day (having my head, heart and hands in line with
business, she spends many an hour on the asphalt in her free time.                                                               each other).


My name is Nynke de Vries and I currently work for ASR Insurances, though I will be                                              My dream?
joining RVS shortly. A new step in a fun career within the insurance sector. After getting                                       To end in the top 5 of the racing class this year and, if possible,
a degree in Management, Economy and Law, I obtained my master’s degree in                                                        to participate in (and complete) the 24-hour Oschersleben with
Organisational Culture and Management in 2007. I chose this specialization because I                                             our new WGBRacing team www.WGBRacing.nl. Also, one day,
am particularly interested in the human side of organisations. Aside from this, I have                                           I would like to participate in the VLN and Paris-Dakar.
a passion for cars, specifically BMWs and Porsches – which is why I have had a racing
competition licence since 2004, which allows me to participate in Dutch races.                                                   What word typifies me, and why?
                                                                                                                                 Speed, or changing gears quickly, is something you must be
                                                                                                                                 able to master. Being able to continuously anticipate, adapt

Business                                                                                                                         to and make decisions based on situations that arise during a
                                                                                                                                 race and based on the conditions of the race track.
My most important moment?
My choice to take on an interim team manager’s position.
This was my so-called first step.


What energises me?
Transforming a team in to a real (high performing) team.


What really has an influence on me?
My superior; working together and be able to try things
out greatly determines the challenge I experience on a
daily basis.


My dream?
To continue growing and developing professionally.
I don’t know where I’m headed, but I’ll find out when
I get there. And I will greatly enjoy the road to my
destination.


What word typifies me, and why?
Perseverance; you cannot achieve your goals without
giving it your all, and it is important to retain your focus.




14   GLOBE - The magazine that reveals the world of Talent&Pro                               DYNAMIC EDITION   DYNAMIC EDITION                  GLOBE - The magazine that reveals the world of Talent&Pro   15
oppoRTunITIEs & pERspECTIvEs                                                                                                                                                                                                                                            oppoRTunITIEs & pERspECTIvEs




INNOvATIvE DIsTRIBuTION ChANNELs:

PErSPECTIVES ON THE ASIAN
PersPectives on the AsiAn
                                                                                                                                                  fINANCIAL MARkET
                                                                 In the financial services market, there are great                                Nowadays, Asian markets are jointly defined as the emerging                 As the World Bank looks to establish a stable framework for pension
                                                                                                                                                  economies of today; one key factor being the occurrence of an               management, there will be a range of qualitative pension schemes
                                                                 opportunities on the Asian emerging market.                                      economic boom. However, there are huge differences among these              on offer, to complement the regular insurance products already
                                                                                                                                                  economies – varying from state-controlled governance to highly              offered by the banks and insurance companies. One can expect that
                                                                 However, it would not be wise to blindly follow                                  liberalised economies. Some economies, such as Vietnam, have only           the use of technology (broadband, web, sponsored devices) will be
                                                                                                                                                  recently opened, whilst others, such as Cambodia, are recovering            key in the effective distribution of existing and new products. Finally,
                                                                 the example of the western countries when tap-                                   from difficult times. China and India are moving even faster than           another interesting trend in new product development is the increase
                                                                                                                                                  expected, while Korea has already left its footprint on the streets of      in the demand for healthcare packages in countries with a stronger
                                                                 ping this market. Instead, companies offering                                    Europe. Currently, 85% of the world’s population resides in emerging        middle class.
                                                                                                                                                  markets. All of the Asian economies except that of Japan have one
                                                                 financial services should focus on the specific                                  thing in common: they are still in the growth phase compared with           Asian countries witnessed strong growth up until 2008, as a
                                                                                                                                                  the saturated markets in Western Europe. Additionally, despite the          consequence of which many new offerings were on the rise. And, in
                                                                 situation, cultures, opportunities and needs of the                              current credit crisis, the emerging markets are home to more than           fact, their economies are still in a growth mode, with an average of
                                                                                                                                                  ten percent of the fortune 100 companies. With luck, the current            more than 5% compared with the European economies.
                                                                 markets in question. Asia specialist ryan Tewari                                 economic downturn should stimulate a period of innovation aimed
                                                                                                                                                  at tackling the loss of revenues and/or customers.                          European and Asian distribution trends
                                                                 sees a bright future for the Asian financial market,                                                                                                         In the EU we see a difference in the type of innovation between the
                                                                                                                                                  Product development trends                                                  countries that use more technology for distribution - the Nordic and
                                                                 whereby innovative distribution channels play an                                 Large parts of the Asian market have the opportunity to offer new           Western European nations, where the citizens are used to surfing the
                                                                                                                                                  financial services, as the growth of the economy also stimulates            web to compare products – and their peers in south of Europe, where
                                                                 important role.                                                                  consumer spending, a rising middle class and a tendency to save for         the trusted agent is a favourite distribution channel. In general,
                                                                                                                                                  the future. Studies have shown that the number of mutual funds or           product innovation is not fast enough, but distribution of products is.
                                                                                                                                                  insurance firms will continue to increase in those markets as the           This brings us to the differentiator in terms of business models,
                                                                                                                                                  government liberalises the restrictions imposed on private sector           namely cost leadership; still considered of importance in Europe, it
                                                                                                                                                  firms. This is expected to lead to a large increase in innovative           is nowadays the main disadvantage compared to Asia. According to
                                                                 Drs. r. Tewari                                                                   locally-adapted insurance products such as insurance schemes                many benchmarks, the competitive capabilities of western financial
                                                                 Drs. Ryan Tewari is, managing director of Capital Contacts International,        offered during local religious celebrations.                                services are highly correlated to their cost effectiveness: US and
                                                                 active in (financial) restructuring and m&a advisory. Previously he was on                                                                                   British-based firms have outsourced their back office to India. In Asia,
                                                                 the board of Cordares Capital and active as a Project Director/CIO/Director      There are also country-specific investment products that cater to           the back office costs are less of an issue than innovation and creativity
                                                                 of Technology and Operations with Dutch bank insurers Delta Lloyd and            cultural obligations such as taking care of the elderly, local investment   in designing and the ability to offer products that give high returns
                                                                 Achmea/Eureko. Before that he was active in management consultancy for           demands such as micro loans, or the insurance of the elderly against        or maximum value for policy holders. So the real challenge in Europe
                                                                 more than 10 years. Tewari serves as an independent board member of              any loss of income. Islamic finance products, for example, are              is not only to be able to innovate products and services, but also to
                                                                 various firms and was recently appointed on the board of De Boer                 increasingly appealing to those who are warily observing the                be able to innovate the existing bureaucratic business models so
                                                                 Transweigh India and IFCI Venture Capital Ltd.                                   introduction of unstructured products of Western institutions.              that organisations can work effectively towards growth.




16   GLOBE - The magazine that reveals the world of Talent&Pro                                                                  DYNAMIC EDITION   DYNAMIC EDITION                                                                                   GLOBE - The magazine that reveals the world of Talent&Pro   17
oppoRTunITIEs & pERspECTIvEs                                                                                                                                                                                                                                              oppoRTunITIEs & pERspECTIvEs




“In general, product
innovation is not fast
enough, but distribution
of products is.”
Traditional distribution channel networks must be integrated into        banking and SMS money transfers were allegedly introduced very             There are several key factors and challenges involved in developing         In short, the emerging phase and size of the financial markets in
a multi-network model. Companies can gain the so-called channel          quickly in emerging markets as reaching people in remote areas             a successful multichannel strategy. Although the current downturn           Asia provide huge opportunities for financial services in consumer
advantage if they are effective in switching customers to lower-         would otherwise not be very cost-effective.                                does not stimulate massive consumption, it is common knowledge              and business segments, as companies channel their products to the
cost channels, assuming there is no loss of sales or deterioration       The latest innovations in IT across the financial sector can be very       that the Asian economies will quickly learn to decouple certain             market. But learning from past experiences in Western economies,
in service quality. In order to maximise their distribution, financial   functional in customer retention while they also have cross-selling        dependencies on the western economies and will then stabilise               it is clear that it is crucial to have a strong value proposition, as
services should follow a multi-network model or deliberately focus       potential. Some examples of this are: the implementing the stored          quickly. In Asia, consumer-oriented financial product offerings are         customer intimacy in combination with product differentiation is
on one channel such as direct writing, using call centres, e-mail or     value cards (SVCs) for consumptions, as well as the increasing             more culturally innovative than the rational approach normally              key. Asian markets will create a whole new consumer population
the web. Online insurance brokers are already on the move in Asia,       number of ATMs in stores aimed at increasing foot traffic and              used in the West. As yet traditional “western” products such as             equivalent in size to the European middle-class in terms of purchasing
and channel agents will be encouraged to upgrade and integrate the       generating fee revenue.                                                    endowment policies will have a market in Asia. Fluctuating mar-             power parity.
multichannel approach of their partners by using more technology-                                                                                   kets still have to provide for the need for credits and loans. Loan
based solutions to promote products effectively. Large banks and         In order for insurers and banks to use the Internet effectively for the    defaults are also common nowadays in Asia. Korean insurers face             There are some operational tasks that will surface during the
insurers will grow on multiple fronts by offering the innovative         purpose of selling more complex products and thereby increasing            defaults of 4% now, and the number of insurers that fall below a            development of innovative distribution channels. For example, we
delivery channels (phone, sponsored laptop, PDA, PSP) that will          their revenues, we have to study the purchasing strategies of low          solvency rate of 150% is carefully watched. These situations force          expect a rise in joint ventures, whereby Asian business conglomerates
increasingly serve the emergent tech-savvy youth segment.                income customers: they value the returns much more and are critical.       Asian financial institutions to become creative in the type of              will join forces with financial services firms to start a business. Asian
                                                                         The retail branches have a daily and direct access to this group. But      products they offer and to keep their products simple.                      companies have historically operated along family lines, building
The web is becoming increasingly important when it comes to the          being practical also involves tapping quickly into the new features                                                                                    conglomerates that have diversified into multiple business lines. It
distribution of financial services, but there is a hard reality to be    of web technology by effectively making use of communities and             Expectations                                                                is normal for a chemical group to diversify into financial services
reckoned with in Asia. Although they are becoming accustomed to          SMS/Mobile payments in rural areas. As hacking and spamming                Financial institutions that partner with retailers gain access to           or even to venture with a foreign partner in order to foray into its
local banking outlets in their villages, many customers are based        are also very dominant in emerging markets, improved regulations           potentially extensive distribution networks that reach consumers in         domestic market with a professional partner.
in rural areas. According to a recent survey done by the Economist       on compliancy and transparency and guarantees of privacy are               their everyday lives. To illustrate this: Vietnam’s insurance industry is
Intelligence Unit last year, 90% of all consumer transactions in India   becoming an important issue in many Asian countries.                       forecasted to grow at a CAGR of around 22% during 2008-2010. Life           It is also important to conduct extensive research on local customer
and China are still done in cash, compared with 50-70% in Hong Kong                                                                                 insurance is projected to hit a CAGR of about 12.1% during 2008-2010        behaviour and purchasing strategies, to adapt existing products to
and Singapore and 20-30% in the US. On the other hand, based on          Internet technology has traditionally been utilised by insurers            Implementing a multi-channel strategy will speed up the growth in           local settings, to design new effective and low cost products for low-
transaction volumes, global payment transactions are led by China        and banks to push their products, but a close relationship with            revenue of financial services in these areas.                               income customers - but also to design products for the local high
(China Merchants Bank) and India (ICICI). Then there is the huge         your customer requires more than that. In India, consumers can                                                                                         net worth groups. We will also witness Greenfield operations that
remittance market, overseas money transfer: homeland insurance           access their portfolio by monitoring the net asset value of their                                                                                      make use of technology aimed at enabling multichannel distribution
and care products for families residing abroad. In 2008 almost $40       investments on a daily basis, which is hardly possible in European                                                                                     in order to create integrated product offerings.
Billion in inward remittance was recorded in India. Just imagine         firms. Banking on Internet technology and professional customer
what this would mean if these transactions had been integrated in        centric communication will improve the customers experience with
opportunities for new product offerings to the customers. Mobile         financial services.




 18   GLOBE - The magazine that reveals the world of Talent&Pro                                                                   DYNAMIC EDITION   DYNAMIC EDITION                                                                                   GLOBE - The magazine that reveals the world of Talent&Pro   19
   aRounD THE WoRlD                                                                                                                                                                                                                                                                                                 THEME TREE




   Top 10 CONfErENCEs IN ThE wOrLD
                                                                              Hereby we give you a short overview of conferences on

                                                                              innovation and distribution channels all across the world

                                                                              this coming year!
                                                                                                                                                                                     our vision on talent
                                                                                                                                                                                        Research has shown that the success of people in organisations is
                                                                                                                                                                                        generally more dependant on the right personal skill set and motivation
                                                                                                                                                                                        than on sheer experience. This insight lies at the root of our mission
                                                                     World Innovation Forum
                                                                     Date: May 5-6, 2009                                                                                                                                                        .
                                                                                                                                                                                        statement: “Developing people for the Financial Industry”
                                                                     Location: New York
                                                                     us.hsmglobal.com
                                                                                                             4th Annual Bancassurance Conference -                                      Talent&Pro is an in-sourcing organisation for the Financial Industry
         RIMS 2009 Annual Conference & Exhibition                                                           Achieving Growth Through Innovation                                         with a specific focus on the insurance, reinsurance, banking and
         Date: April 19-23, 2009                                                                            Date: April 23-24, 2009
         Location: Orlando                                                                                                                                                              actuarial sectors.
                                                                                                            Location: Vienna
         www.rims.org                                                                                       www.uniglobalresearch.eu
                                                                                                                                                                                        Talent&Pro has consistently placed highly talented individuals with
                                                                                                                                                                                        a wide variety of clients in various positions, ranging from operational
                                                                                                                                                                                        project roles to middle management positions in back office, mid
                                                                                                                                 3rd Asian Conference on Microinsurance                 office and front office environments.
                                                                                                                                 Date: July 22-23, 2009
Financial Markets Conference - Financial                                                                                         Location: China
Innovation & Crises                                                                                                              www.asiainsurancereview.com
                                                                                                                                                                                        Talent&Pro invests in training, mentoring and coaching on specifically
Date: May 11-13, 2009                                                                                                                                                                   tailored professional training and personal development programmes.
Location: Jekyll Island
www.frbatlanta.org                                                                                                                                                                      The development of our people is consistently monitored by a People
                                                                                                                                                                                        Manager who helps them optimise their abilities, capacities and
                                                                                         Bank Systems & Technology’s Executive                                                          skills sets in line with the job requirements.
                                                                                         Summit
                                                                                         Date: October 4-7, 2009
                                                                                         Location: Pasadena
                                                                                         www.banktech.com
            Insurance & Technology’s 11th Annual
            Executive Summit
            Date: November 1-4, 2009
            Location: Phoenix                                                                                                                                                        We have people who make a difference!
            www.insurancetech.com


                                                                                                                                            10th Asian Conference on Bancassurance
                                                                                                                                            & Alternative Distribution Channels
                                                                                                                                            Date: May 14-15, 2009
                                                                                                                                            Location: Singapore
                                              2nd Middle East Conference on Bancassurance                                                   www.asiainsurancereview.com
                                              & Alternative Distribution Channels                                                                                                    If you want to know more about what we can do for you please contact us.
                                              Date: April 28-29, 2009
                                              Location: Bahrain
                                                                                                                                                                                     THE NETHErLANDS                  UNITED KINGDOM                        GErMANY                          CHINA
                                              www.meinsurancereview.com
                                                                                                                                                                                     Talent&Pro B.V.                  Talent&Pro Ltd.                       Talent&Pro GmbH                  Talent&Pro Business Consulting
                                                                                                              Insurance Day Summit                                                   Philipsstraat 7                  Lloyd’s Avenue House                  Zeilweg 44                       (Shanghai) Co., Ltd
                                                                                                              Date: May 19-20, 2009                                                  3833 LC Leusden                  6 Lloyd’s Avenue                      D-60439 Frankfurt am Main        14/E Xinmei Union Square
                                                                                                              Location: London
                                                                                                                                                                                     Phone: +31 33 7999011            London EC3N 3ES                       Phone: +49 69 957 33 921         999 Pudong South Road
                                                                                                              www.insurancedaysummit.com
                                                                                                                                                                                     E-mail: info@talent-pro.com      Phone: +44 20 7481 9949               E-mail: germany@talent-pro.com   Shanghai 200120
                                                                                                                                                                                                                      E-mail: london@talent-pro.com                                          Phone: +86 21 51 34 18 16
                                                                                                                                                                                                                                                                                             E-mail: shanghai@talent-pro.com


                                                                                                                                                                                     www.talent-pro.com

    20   GLOBE - The magazine that reveals the world of Talent&Pro                                                                                                DYNAMIC EDITION
aTTITuDE & BEHavIouR                                                                                                                                                                                                                                                                            aTTITuDE & BEHavIouR




                                                                  rOGEr PEVErELLI AND ISOLDE SCHrAM                                                         Ethics as a guiding issue on the labour market is not one-way:
                                                                                                                                                            financial service providers must also take into account moral                    Isolde Schram
                                                                  For banks and insurance companies alike one thing has                                     standards when selecting new employees.                                          Isolde Schram works for VODW Marketing
                                                                                                                                                                                                                                             as managing consultant, and specialises in sustainability,
                                                                  top priority: how do we restore consumer trust?                                           Financial service providers are going to distinguish themselves in               branding and innovation.
                                                                                                                                                            the ethical and moral choices they make. Some banks will proudly
roger Peverelli                                                   The real consequence of the credit crisis is the fact that                                proclaim that they have never offered dubious products. Others will
Roger Peverelli is a partner at VODW                                                                                                                        distance themselves from the so-called ‘hit and run’ culture. Some
Marketing and co-author of ‘The Future of                         the attitude and behaviour of consumers towards financial                                 insurance companies will have taken a particular stance when it              An Italian insurer expressed his fear that ethics would become the
Finance. Megatrends beyond the crisis’.                                                                                                                     comes to, for instance, DNA-profiles, or the use of stem cells – or          new cosmetic; prominently communicated, whereby intrinsically, in
                                                                  services has undergone a definite change. Consumers                                       perhaps they will advertise their adherence to the solidarity principle.     heart and soul, there is no change. He was afraid this might consti-
For more information, visit:                                                                                                                                And yet other companies will focus on sustainability, or support             tute a missed opportunity for the sector.
www.rogerpeverelli.com.                                           have grown up quickly and have learned a few tough                                        some other social issue, such as education.


                                                                  lessons. This is why they are increasingly taking control                                 Over the last few months we have been invited by the board of                Using ethics as a guiding principle requires a lot more than cleaning
                                                                                                                                                            directors of many banks and insurance companies to discuss the               up what you have on offer, based on ethical grounds: do we or do we
                                                                  themselves. And allowing themselves to be led by ethics.                                  future in financial centres in Europe, Asia and the United States.           not invest in this, is this in our clients’ long-term interest or not. It is
                                                                                                                                                            They are convinced that ethics is the key to restoring consumer trust.       more about viewing the societal role as a source of inspiration:
The government and central banks have contributed greatly to the              in terms of: is the cost structure fair, in what do the companies invest,     But they are still in the midst of figuring it all out; what does this       where can we contribute? Which assets and skills do we have to help
restoration of confidence in the financial system. The next necessary         and what does the financial service provider see as its societal role?        entail, and how do we go about it?                                           out on specific social issues? How do we implement ethics into our
step is to convince consumers to place their trust once again in              The concept of socially responsible business has acquired new mean-                                                                                        DNA?
individual banks and insurance companies. Trust has reached an                ing. It is no longer a matter of doing something for charity, or doing        A Swiss private bank indicated that over the past years it had rea-
all-time bottom. People are sincerely questioning the morality of this        something else on the side. It is about always keeping the greater            lised a profit of 25 to 30 percent. At a certain point, people think this    Grupo Santander’s BancoReal (one of the largest banks in Brazil) is
sector.                                                                       purpose in mind: the ’s role in society, serving society.                     is ‘normal’. The board is now aware of the fact that, of course, it          an example of this. Its motto is ‘a new bank for a new society’. Taking
                                                                                                                                                            isn’t all that normal. But what is normal? 20 percent? 15 percent?           this as its premise, it views its products as a way to make a positive
Banks and insurance companies are very much aware of the fact                 The credit crisis has also had an impact on the position of financial         10 percent? What is ethical?                                                 change in society. Based on this approach and an excellent financial
that they must regain consumer trust. Whereas governments and                 service companies on the labour market. Particularly in the services                                                                                       performance, it has been granted the Financial Times Sustainability
regulatory bodies are focusing on the financial system and the                sector, people make a difference. Ethics is the key to finding and            A French asset manager wondered how you combine ethics with                  Award.
financial market, the real, intrinsic change is taking place from within      keeping the best people. Also here, the confidence of the people              hard business objectives. Investment funds must perform at least as
two other markets: the consumer market and the labour market.                 must be recaptured. Candidates want to work for companies of                  well, if not better, than their competition. What if this isn’t achievable   This is how you recapture confidence among both consumers and
                                                                              which they can be proud. They want to see their norms and values              with ‘sustainability’? Say, you won’t invest in American government          employees. And how you lay a basis for the future.
Ethics is one of the most important consumer trends. It is evident in         reflected in the . Talented people not only want to grow on a per-            bonds, because they are directly or indirectly used to finance the
the debates on norms and values that are held in every country, the           sonal level, they want to be involved in matters that are                     arms industry, as a consequence of which your yield is lower…
almost mythical worshiping of Nelson Mandela and the increasing               relevant. On the ‘Fortune 100 best companies to work for’-list, you
popularity of religion in many countries.                                     will not find a single large financial service provider. The relatively       A British banker expressed his cynical suspicion that a couple of
                                                                              small Quicken Loans occupies 2nd place, and the reason for this is            years down the road the collective memories of shareholders and
Present-day consumers make their choices based on what they know              that it has never had anything to do with matters such as sub-prime           companies will probably have forgotten the current crisis. By that
about a . Increasingly, reputation and social responsibility are consid-      mortgages. And this is appreciated by top-notch candidates.                   time, we will be back to all sorts of structured products in order to
ered of importance. Openness and honesty are prerequisites for ethi-                                                                                        boost the quarterly results, to please the shareholders. He was dis-
cal behaviour. In the case of financial services, transparency is sought                                                                                    appointed at the thought already.



 22   GLOBE - The magazine that reveals the world of Talent&Pro                                                                           DYNAMIC EDITION   DYNAMIC EDITION                                                                                     GLOBE - The magazine that reveals the world of Talent&Pro   23
lEaRnIng pRoCEss                                                                                                                                                                                                                                                                                    lEaRnIng pRoCEss




New DIstrIbutIoN ChANNels;                                                                                                                                                                                                                  Ad Kil
                                                                                                                                                                                                                                            Ad Kil is Director of the master’s programme in Conflict
                                                                                                                                                                                                                                            Management (MA) at the University of Maastricht and Dean




an ExCITIng aDvEnTuRE?
                                                                                                                                                                                                                                            of the TPi International Institute for the Financial Industry.
                                                                                                                                                                                                                                            He is also co-author of a book on conflict management and
                                                                                                                                                                                                                                            mediation for managers.



                                                                 Whenever you read about the distribution channels of
                                                                                                                                                           expense of certain cognitive learning processes, or of quality.              probably very differently from the processes that preceded it. The way
                                                                 products and services, you are sure to come across the                                    Screenagers are well-suited to function in the new multi-distribution        data is collected is different, as is the process of decision making,
                                                                                                                                                           systems.                                                                     while the customs and the cultures inherent to other professions enter
                                                                 word multi. Everything is multi: multi-service strategy,                                                                                                               the picture. The tasks change or are different, people come and go.
                                                                                                                                                           Multi-distribution systems come in many shapes and forms. Aside              Often the task description changes, is expanded upon or takes on a
                                                                 multi-segments, multi-site, multi-channeling, multimedia…                                 from technical and financial aspects, there are also commercial              different character (from sales to advice, for instance). This leads to
                                                                                                                                                           aspects. Thanks to the IT-aspect, process and decision speed are an          what could be referred to as ‘collective task tension’. Operational,
                                                                 etc. The ‘multier’, the better, it would seem. And then there                             important aspect of commercial communication. An uninterrupted               process and task tension are all tensions that affect the organisation
                                                                                                                                                           error-free communication between the actors is of the greatest               as a whole. The managing of these tensions, taking into account the
                                                                 is another thing: the pushy influence of the Internet, multi-                             importance. Both must have simultaneous access to the right                  new definition of the three aspects, can be seen as a learning process
                                                                                                                                                           information, or at least be able to search for it simultaneously.            for the entire organisation. The cultural tension is often expressed in
                                                                 media and the shift in the participation and presence of                                                                                                                                                                ,
                                                                                                                                                                                                                                        feelings of resistance, “things used to be better” ideological
                                                                                                                                                           Simply said, the choice to switch distribution systems based on policy       comments (‘I don’t call that service’), or downright rebellion.
                                                                 consumers. Clients become co-producers, purchasers and                                    and strategic arguments is one that can be made quickly. Due to the
                                                                                                                                                           fact that new distribution systems are technology-driven and there           At the individual learning level, we also see task tension.The questions
                                                                 sellers of everything, they create their own packages, look                               are many players and IT-solutions on the market, the choice for a par-       that affect the employees are: what, how, where (at home?), and when.
                                                                                                                                                           ticular technical solution is quickly and easily made. Systems can be        Which gives rise to a fifth type of tension, learning tension: can I do
                                                                 for combinations, bring parties together. Somewhere among                                 implemented relatively quickly. It doesn’t take long to have new chan-       that, what skills must I have to be able to do that, can I still do this at
                                                                                                                                                           nels up and running.                                                         my age, after having done such different work for so long? The sixth
                                                                 this, you find ‘unusual’ distribution channels, such as                                                                                                                type of tension you get is the learning process tension. New
                                                                                                                                                           It doesn’t work quite this quickly with people. People grow attached to      innovations not only require the mastering of new techniques and
                                                                 Facebook and Youtube. ‘Unusual’ to some, normal to others.                                work places, routine, knowledge and habits. Changing the culture             culture elements, but also a wholly different way of learning. That
                                                                                                                                                           within an organisation or changing organisational knowledge takes a          which the screenager learns from the media, experienced employees
                                                                                                                                                           bit longer. To change from a supply-oriented market to a demand-             need to learn by means of a course and job supervision. Not only is
                                                                                                                                                           oriented market is simple, from a political or technical point of view.      everything different, but the old learning methods are also not reliable.
                                                                               Anyone who has children between the ages of 15 and 20 knows that            Anyone who works in an organisation, knows that changing to a                It is no longer merely a question of reproducing, but of searching for
                                                                               information search behaviour and the use of information has changed         different culture is tough and painful.                                      information; ordering becomes integrating; analysing becomes
                                                                               drastically. At times I find my daughter simultaneously downloading                                                                                      deciding quickly. There where old routines led to uncertainty-reduction,
                                                                               music and burning it onto a cd, while watching a series on TV, playing      In other words. After the relatively quick decision to change distribution   a way must be found, instead, to tolerate uncertainty. In an overview,
                                                                               a game on her computer, chatting with two classmates, walking               channels, and the quickly purchased technology, there comes the long         we see the pile-up of operations, processes, tasks, skills and learning
                                                                               through her math assignment on the phone or by sending text                 road of changing corporate culture. Often, the next change has been          processes in the old situation, versus that of the new situation. In the
                                                                               messages, eyeing the test assignments on-screen – all the while             decided upon and the next technology has been bought before the              case of the organisational change, such as the development of new
                                                                               managing an, albeit somewhat stunted, conversation with me.                 former change has been fully implemented. We see that decision-mak-          distribution channels, all aspects must ‘cross over’ more or less at the
                                                                               Multi-tasking! That’s what screenagers do best. This is what they’ve        ers lose interest in the change, because other priorities and problems       same time.
                                                                               been trained to do.                                                         present themselves, requiring yet other solutions and technology.
                                                                                                                                                                                                                                        A - seemingly simple - decision to introduce a change like this and the
                                                                               How did they learn to do this? Or better yet, who taught them? Was it       What is the significance of this for the learning process of an              - also seemingly simple - decision to adopt a fitting technology results
                                                                               their teacher? Or did they follow a course? No, they learned it from the    organisation and of its individuals? After a decision is made, there is a    in at least six simultaneous tensions. The learning of new tasks, new
                                                                               media. By repetition, they master the games’ scenarios, they learn to       period of implementation of the operations. Old ones are phased out          skills, new learning methods and the resulting creation of a new,
                                                                               chat, or they learn in what order a film’s episodes are. They know          and replaced by new ones. This results in a period of operational ten-       unfamiliar culture ensure that simple, transparent decisions all of a
                                                                               which medium does not require their immediate attention, when a             sion that has technical aspects (the systems remain up and running           sudden become an exciting adventure. Not only does the question
                                                                               game becomes exciting, how long it takes to burn a dvd, etc. By             during this period) and cultural aspects. All routine processes have to      arise as to whether the goal will ever be achieved, but often the change
                                                                               effectively zapping their attention, screenagers effectively learn to       change, as do the methods of collaboration, and the disciplines, etc.        is bypassed by the next generation of changes and technology. There
                                                                               function as multi-taskers. Research shows that this hardly is at the        Plus, of course, the change process must be managed well. And                are no simple answers, and there is no other recourse but to learn.




24   GLOBE - The magazine that reveals the world of Talent&Pro                                                                           DYNAMIC EDITION   DYNAMIC EDITION                                                                                     GLOBE - The magazine that reveals the world of Talent&Pro   25
www.freedomofcreation.com                                                                                                                                                                                                                                                                                  www.freedomofcreation.com




Freedom of creation (FOC) is a design and research company

that specialises in realising design and new business

applications with 3D printing. Since 2000,

research conducted by FOC into

3D-printed designs has

resulted in successful

commercial products and has been

the foundation for significant r&D

projects with a range of industrial partners.
                                                                                                                                                                                                                                                  3D Printed Centerpiece (1 meter size) for the Onitsuka Tiger advertisement campaign.




3D printing is the creation of a product or                       Is it possible to have a design platform with   many homes. A similar shift is predicted to             networks and that allow for the collaborative      For example, the project for the Japanese             functionality of the products was tested
component by layering and connecting                              an ‘unlimited’ freedom of creation whereby      take place in the energy sector; from large             creation    of    customised   products.   Just    Onitsuka Tiger shoe brand reflects the                virtually. This significantly reduced the time
successive      cross      sections      of    material.          you can:                                        centralised     power    plants    towards      self-   imagine being able to create a personal            statements mentioned above. The products              Onitsuka Tiger needed for the development
Previously mostly exploited for prototyping                       • Create a new distribution model in which      sustaining homes, utilising renewable energy            wedding gift for one of your best friends,         were made for a one-time occasion only, and           of the campaign, and even though only a few
purposes, today it is starting to find its way                     products are not shipped from a single         sources. Although it might still be hard                or to customise jewellery to fit your personal     in small pre-determined numbers, for the              thousand products were created, the files
into low and middle production volumes.                            source, but rather e-mailed and produced       to imagine, why not also create our products            style.                                             purpose of supporting the advertisement               are still stored on a hard drive in case
The main advantage of 3D printing compared                         locally                                        at home? This will contribute to a more                                                                    campaign. The creation of the 3D designs for          more 3D printed production is needed in the
to traditional manufacturing processes is                         • Produce on demand and leave the rest in       sustainable     future    thanks     to     efficient   In   the   near    future,   the   technological   ready 3D printable files took only 7 days and         future.
the elimination of tooling and the ability                         ‘virtual storage’                              distribution, and will be more user-centred             possibilities of 3D printing will increase,        no    prototypes    were     needed,    as    the
to manufacture parts of any geometric                             • Have huge flexibility when it comes to        because    of    the    customised,       co-created    while the price will continue to go down.
complexity. This unique advantage and                              customising and adjusting products             products that better fit specific user needs.           This will make it possible to not only print
the rapid improvements of 3D printing                             • Significantly reduce time-to-market                                                                   low volumes more cost-efficiently, but also
technology could lead to a radical shift in the                                                                   While home fabrication is a development                 higher volumes.
way products are designed and distributed.                        The most extreme distribution model allows      of the future, the customisation of products
FOC’s vision is that we will move towards                         consumers to create most of their products      is already well under way. It is predicted              These developments in 3D printing will
decentralised distribution.                                       and spares at home. ‘Home fabrication’          that we will see a shift from mass-production           certainly revolutionise distribution channels
                                                                  offers a promising future in which the          to   a   mass-customisation        era,    whereby      for consumer electronics. FOC believes that
                                                                  negative     side-effects   of    centralised   technologies     such    as   3D    printing     will   the opportunities are there to create new
                                                                  distribution, such as human exploitation and    provide customers with the opportunity to               services and platforms that allow for the
                                                                  carbon transportation emissions, for a large    create products that are truly unique and               creation of customisable products, since the
                                                                  part disappear. There are many examples in      personal in both functionality and design.              next generation of products will not focus
                                                                  which the decentralisation process has                                                                  on manufacturing, but rather on beauty,
                                                                  proven to be a huge benefit to society.         Over time we are likely to see more and more            functionality and personality.
                 Keyholder for the Onitsuka Tiger                 Computers that were at first only used in       products that are created through innovative
                 advertisement campaign.                                                                                                                                                                                          USB sticks for the Onitsuka Tiger advertisement campaign.
                                                                  laboratories have now found their way into      web interfaces, are connected to online



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