EUROPE
CLICK TO WATCH : ‘ DUCAN MACDONALD , VP CONSUMER SOLUTIONS & DIGITAL TRANSFORMATION , LIBERTY GLOBAL ON THE POWER OF AI ’
29 ready to embrace in the future . “ It ’ s important to make sure we don ’ t close any avenues or create barriers to future markets . So when we started creating our enterprise solution , we did this in a way that was ultimately flexible . We didn ’ t force businesses to make decisions or close doors , we just said ‘ we ’ re going to work with you on this journey ’ – so once a business figured out where it wanted to go next , it could move at speed to implement it .”
Although the journeys Virgin Media , UPC and other brands have embarked on are underpinned by technology transformations , it is important to note they cannot be led by technology alone , but must be driven by the business itself and how it can be transformed . Citing advice from Severina Pascu , CEO of UPC Switzerland , Macdonald explains the layout of a successful transformation : “ It starts with defining what the company wants to become , the culture it wants – you really have to focus on the culture , the vision , and the values you want to drive before you go any further . Once you define all that , you then move down to technology , capability and organisation .”
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