Digital technology has been roiling markets and disrupting companies for more than two decades, but despite that lengthy history, incumbents are still struggling to enact and deliver on digital transformations.

The first challenge is disruption; digitization is enabling new, disruptive models that aggressively compete with legacy models, putting material pressure on incumbents’ revenue and profit growth. As incumbents fight back with their own digital strategies, our research shows that they often trigger a second wave of competition, closer to the notion of Schumpeterian imitation where incumbents start themselves to innovate, sometimes aggressively, against the threat of entrants slashing yet more revenue and profit growth. We estimate that on average, both waves of digital competition has taken out half of the annual revenue growth and one third of the growth in earnings from incumbents that have failed to respond to digital.

The second challenge is that, even when companies do launch transformations in response to competition, the results are often underwhelming. Based on our recent worldwide survey of 2,000 incumbent companies across all major industries and countries, we estimate that the average return on incumbent digital initiatives is below 10% — barely above the cost of capital. Besides the average, however, we also witness in each sector a large spread among firms in terms of their ability to sustain growth and generate a return from their digital investments. The top-performing decile of companies achieves revenue growth that is eight percentage points higher than the industry average and a digital ROI that is 10 times that of the bottom decile companies.

Boldness is key

To understand what these outperformers do differently, we dug deeper into the data and found that the degree to which they reshuffle their activity portfolio (e.g., by selling some activities, buying new ones, or materially reallocating investments among remaining business lines)  as well as to which they adapt position in their industry value chain mattered enormously, both in achieving higher digital ROI and reversing the digital curse of low growth.

We clustered companies in two ways. First, based on the level of boldness of their corporate strategy, as measured by the degree of changes above, and extended to two measures of firm commitment to radical changes, e.g. how they are doing those changes at the expense of cannibalizing their current revenue and profit pools and how they are willing invest in digital technology. The higher the share of cannibalization and the higher the investment devoted in comparison to competitors/peers, the bolder the strategy; using our classification, we found four distinct clusters. In particular 13% of companies are part of the most offensive cluster ( which we call “big and bold”), which is composed of companies which are more radically adapting portfolio and investing significantly more than peers, with high rate of current revenue cannibalization. Further, a clear pattern is emerging: The bolder the digital strategy, the more likely the company is to have a successful digital transformation. In our dataset, bold corporate strategies were associated with significantly superior performance on all counts: revenue growth, profitability growth, and return on digital investment.

 6 strategies

We then classified companies based on the digital strategy they were pursuing. To do so, we outlined six digital strategies. The first three are primarily offensive, targeting new demand, new supply or new business models. The second three are defensive in nature, since they are aimed at improving what the firm already does.

The six types of digital strategy

1. Platform play:

One third of firms have engaged to some degree in platform strategies, in an attempt to redefine their industry’s value chain so customers and suppliers can interact more directly and benefit from network effects. Platforms have the power to radically alter the way value is distributed in a value chain. Accor, which is opening its online booking platform to independent hotels offers a good case.

2. New marginal supply:

A smaller fraction of incumbent firms (13%) were using digital technology to tap into previously inaccessible sources of supply at a marginal cost, often, but not always, in combination with a platform play. Examples include the Swedish retailers H&M and Ikea, both of which are offering an online reseller options for their own customers, allowing them to sell used, branded products to one another.

3. Digitally-enabled products and services:

Other companies, some 55%, were using digital technology to create new products or services with digital features, typically to serve new demand. One example is P&G’s Oral-B toothbrush with Bluetooth-enabled digital guidance.

4. Rebundling and customizing:

Another 60% of companies are using digital technology to rebundle their products or services to better serve their existing customers. The paywall for news content erected by the New York Times where people can personalize reading lists and organize the content they read is a good example.

5. Digital distribution channels:

Many firms – almost 60% – invest in digital distribution channels, in an attempt to make it easier for customers to access their products or services.

6. Cost efficiency:

Almost half of companies we looked at were using digital to improve their cost efficiency, typically through automation or cost scaling. In an age where operational excellence is the norm, this strategy looks like it’s aimed at survival rather than creating a source of comparative advantages.

 

We found that successful companies, especially those with a bold corporate strategy, were considerably more likely to employ one of the three offensive digital strategies. Successful digital transformations are significantly less focused on cost efficiency and more focused on new products or new customers.

For companies committed to transforming and adapting, the key is to make sure that their strategy really is transformational and not just a bundle of cost-cutting measures. Our data shows that, while digital attackers often enter markets with a platform-based business model, only a handful of incumbents have done so. In effect, incumbents are losing because they’re playing defence. For companies looking to successfully ward off digital disruption, they have to play offense.

 Source: Harvard Business Review

“It's not just the elderly who lack digital skills, young people and workers are also affected,” says Linde Verheyden, Director Public Affairs at BNP Paribas Fortis and Chair of DigitAll.

Despite the acceleration in digitalisation, many people are being left behind. In Belgium, 40% of the population between the ages of 16 and 74 are at risk of digital exclusion. Although older people are often seen as the most vulnerable group, younger people are also struggling in the digital age. Among young people aged between 16 and 24, almost a third lack basic digital skills, with a peak of 52% among those with a low educational attainment.

Figures that are surprising to say the least, considering young people grow up surrounded by digital tools.

"People often assume that young people are digital natives because they are adept at using social media. But making a TikTok video or scrolling through your Instagram feed doesn't necessarily mean you know how to carry out online banking transactions or complete an application form.

Does poverty play a significant role in the digital divide?

"Absolutely. For 25% of people living in poverty, a smartphone is their only digital device. Although they provide a basic form of access, smartphones are often inadequate for important tasks such as preparing a CV or filing a tax return. Without a computer or a stable internet connection, many digital opportunities remain out of reach for those who don't have access to these tools.

What are the other reasons for this digital divide?

"People often lack the necessary basic digital skills because they never learned them. They may not know how to use a search engine, attach a file to an e-mail, or download an app. Without this knowledge, the digital world becomes inaccessible. Furthermore, there is also the issue of digital stress. Many people worry about making mistakes, being hacked, or their privacy. Some people deliberately choose not to use digital services even though they have the skills. Technology instils a sense of distrust and unrest in them, creating a significant barrier.”

How can companies help close this gap?

"Companies can play a key role on several levels. In addition to being a social problem, digital exclusion is also an economic challenge. Today, less digitally adept individuals are both customers and potential employees. Being aware of this as a company is the most important first step. But it’s also essential to provide support to your staff. For example, employees at the municipal parks and greenery service in Ghent received training on how to file their tax returns online. These kinds of initiatives give people practical skills and confidence. In addition, companies need to do a digital check. To measure is to know. Just because someone uses a laptop daily, it doesn’t mean they have digital skills."

What does BNP Paribas Fortis do specifically to promote digital inclusion?

"We have launched several initiatives. In 2020, we established DigitAll, a platform for sharing knowledge and best practices around digital inclusion. Today, we bring together more than 130 organisations. DigitAll has developed a range of tools, including a checklist that companies can use to test how accessible their apps and websites are. A simple interface can make the difference between joining or dropping out for people who are less digitally adept. Since 2021, the bank has also supported a chair at the VUB that investigates the link between digital inclusion and human rights."

How important are tools in bridging the digital divide?

"User-friendly tools are a must. We have partnered with Emporia, a manufacturer of user-friendly smartphones for the less digitally adept. We pre-install our app for customers who buy one of their smartphones."

We mentioned digital stress earlier. How can you mitigate this?

"With awareness campaigns. We want our customers to use our tools with confidence. The bank also takes its less digitally adept customers into account. Thanks to our partnership with bpost, all our customers can go to their local post office for all basic banking transactions."

Do companies stand to benefit from promoting digital inclusion?

"They do. Digital inclusion requires a sustained effort from all stakeholders, including governments and educational institutions. No one should be left behind. Companies that act now can contribute to a more inclusive society while also securing their own future in an increasingly digital world.”

“Without key digital skills, many digital opportunities remain out of reach.”
“A simple interface can make the difference between joining or dropping out for people who are less digitally adept.”
“Limited digital skills remain an obstacle to closing the digital divide.”

Linde Verheyden, Director Public Affairs at BNP Paribas Fortis and Chairman of DigitAll

Every entrepreneur will tell you that financial markets are unpredictable, entailing inherent risks. We provide tailored solutions to protect your business as you navigate these volatile markets.

Whether you’re a small or large business, operating domestically or internationally, one thing is certain: if you enter a market and do your utmost to grow your business, sooner or later there inevitably will come a time when you expose yourself to risks. Frédéric Raxhon, Head of FI Midcap Sales, BNP Paribas Fortis Transaction Banking, is our go-to expert. Here, he explains how BNP Paribas Fortis helps customers manage this uncertainty.

Raxhon knows how market volatility can impact the daily operations of small, medium and large enterprises. Thanks to his experience of working as a banker in corporate finance, shares and derivatives, and advising holding and listed companies, he understands how the market works like no other.

Raxhon: "We are keenly aware that price uncertainty, in the form of volatility on the financial markets, can have a serious impact on the operations and profitability of businesses. That’s why we constantly monitor the markets and their volatility: if prices fluctuate sharply, our customers run the risk of buying high and selling low. The past few years are a good example of what can happen, with a sudden rise in interest rates, an energy crisis with very volatile prices, and a sharp rise in inflation. We will continue to see volatility in these markets, due to geopolitical tensions and ongoing wars. However, elections can also cause volatility, as they often cause a change in economic policy. President-elect Donald Trump has already said that he will hike tariffs on goods coming from outside the U.S., which will have an impact on global growth and inflation. The transition to a more sustainable society because of the energy transition, however positive this may be, is also a source of uncertainty. Companies will be required to make significant investments, and it is not yet clear which technologies will prevail.

All of these factors show that companies need guidance in the form of a tailor-made solution to ensure that volatile markets minimise the impact on their operations so that they can focus on their core business."

Solution-oriented

The solution to this volatility comes from a partner who is a market leader when it comes to safeguarding national and international business.

Raxhon: "At BNP Paribas Fortis, this often means managing the risks of companies that have a number of straightforward wishes: they want to conduct business on a daily basis without unnecessary complications; buy at a stable price where possible; pay wages in a stable environment; sell to customers with a profitable, stable margin, and so on. If they experience market uncertainty in their business operations, we are there to advise them and suggest solutions in different scenarios. This can range from companies that want stability when buying or selling goods in another currency, to controlling fluctuating interest rates on current or future loans, or even creating a stable financial environment in which they can steadily pay their wages. We also hedge raw materials: companies that require large quantities of energy, metal, or wheat, for example – just a few of the commodities that are subject to price fluctuations –  can rely on our expertise to turn their uncertainty into certainty. When companies are calculating their budgets for the coming years at the end of the year, assumptions about budgets and costs are a factor that future markets do not take into account. This, in turn, could lead to inconsistencies in business operations during the next financial year. We regularly suggest solutions for this, which inject trust into the entire process. We help entrepreneurs make their business more resilient to market fluctuations. Because at BNP Paribas Fortis, we are always focused on finding solutions, in any given scenario."

International intelligence

Belgian companies are increasingly expanding their horizons, which is why an international perspective is so crucial.

Raxhon: "Everything is intricately connected in the economic space. The energy crisis, for example, was not a national crisis. In Belgium, electricity prices were directly impacted by the drop in nuclear power production in France in 2022. The American elections have a direct impact on international business, with anxiety gripping investors and the markets. And I can give you many more examples.

Moreover, we expect this interdependence and volatility to continue for quite some time: there are a large number of economic and global trends that are feeding this uncertainty. And that is why it is so important that we keep up with developments in this uncertain global environment. At BNP Paribas Fortis, we rely on a global network of experts who are always on the lookout for the latest updates. Whatever happens and wherever it happens, there are always people from our bank on the ground who monitor the situation and provide us with real-time advice on how best to inform our customers. This network has proven its worth time and again, both for us and our customers."

The bill to introduce this obligation in Belgium has been submitted to the Federal Parliament. If the draft bill is approved, B2B e-invoicing will become mandatory from 1 January 2026. Our experts explain why Belgium wants to introduce these new rules, what the implications are for your company and how we can better support you.

“The bill is consistent with international developments and initiatives at the European level,” says Nicolas De Vijlder, Head of Beyond Banking at BNP Paribas Fortis. "Europe's ambition is a harmonised digital standard. Structured e-invoicing between companies will also reduce the administrative burden of invoicing, enabling companies to work more efficiently and increase their competitiveness. The automation of VAT declarations will also help governments prevent tax fraud and adjust economic policies based on more qualitative data.”

Evolution rather than a revolution

“The new legislation is an evolution rather than a revolution,” adds Erik Breugelmans, Deputy Managing Director at BNP Paribas Factoring Northern Europe. "Digitalisation is becoming pervasive at all levels of society, as we have seen with the increase in electronic payments, as well as the additional obligations in recent years regarding electronic invoicing to the government. In this sense, the bill for mandatory electronic invoicing between companies is a logical next step. Our bank is happy to contribute to this process, although we do not intend to offer the same services as accounting software or fintechs. However, we are happy to help our customers with payments and financing."

The impact on businesses

“Customers need to be aware that the new regulations will have an impact on their internal and external processes,” continues Erik Breugelmans. "The majority of Belgian companies mainly serve an international market, which means that the introduction of electronic invoicing will be more complex for them than for companies operating in the domestic market. As the legislation will be introduced in one go, they need to start preparing now."

“The new rules will affect a company’s accounting department as well as its IT department,” emphasises Nicolas De Vijlder. "The procedural requirements are key, otherwise the automated process will not work. However, one of the main benefits of advanced automation is that everything can be done faster and more efficiently. The time between sending an invoice and paying it will be shorter and cash flows more predictable. In addition, it will also reduce the risk of error and fraud, as all transactions will pass through a secure channel."

Ready to offer you even more and better support

“Thanks to the far-reaching digitisation resulting from the new regulations, we will be able to further optimise payments,” concludes Erik Breugelmans. "As a bank, we need to finance our customers’ receivables as quickly and efficiently as possible, so that they have easier access to their working capital. In addition, because we have already gone through an entire process in terms of large-scale automation, we will be able to adapt quickly to the new rules. We can also draw on the expertise of the BNP Paribas Group, which is currently developing an e-invoicing solution for large companies."

Want to know more?

Listen to the episode on B2B e-invoicing :

• French version
• Dutch version 

Can technology drive the transition towards more sustainable mobility for businesses? See what Philippe Kahn, Mobility Solutions Expert, has to say on the matter.

Now more than ever, businesses need to rethink mobility so that it forms part of the sustainable transition that needs to take place in our societies. Since 1 July 2023, the regulation meaning that company vehicles with combustion engines will no longer be longer tax-deductible by 2026 has started to have an impact. At the same time, Belgium’s Federal Mobility Budget and its recent developments are making this (r)evolution much more concrete and practical. And one thing is for sure: technology – and especially apps – have a key role to play. Philippe Kahn, Mobility Solutions Expert at Arval BNP Paribas Group, explains why.

1 July 2023: a key date

“In the few weeks that have passed since the pivotal date of 1 July 2023, we have already seen a change in the needs expressed by our corporate customers,” says Kahn. "Some of them had already taken practical steps towards sustainable transition. But nowadays, more and more of them also have to address the specific questions and concerns of their employees. How will I be able to use an electric car when I live in a city and have no charging stations available? Do I want to search for a reliable place to charge every day? And am I ready to fundamentally rethink how I get around? Providing a satisfactory answer to these questions is inevitably a priority for employers. As well as the end-to-end management of company electric vehicles – including the question of charging them – more and more companies are starting to rethink their overall mobility policy, analysing all existing alternatives, particularly multimodal solutions. And that’s great news, because it’s essential for their future. So I think the demand for such solutions is only going to grow. Technology, and apps in particular, are key tools for a smooth transition".

Anticipating change to serve companies better

Whereas this issue is only just emerging for many companies, it has been a priority for Arval BNP Paribas Fortis and Philippe Kahn for years. "For more than five years now, we have been anticipating the changes that are now taking place, ensuring that our vision of mobility and expertise go far beyond leasing. We now have an entire department that deals with these matters exclusively. This enables us to meet and even anticipate the needs of companies that have no experience of these issues, and who sometimes feel a little lost when it comes to this revolution in travel.”

A simpler, smoother experience thanks to technology

But why and how is technology playing an important role in this transition to more sustainable business travel? "It’s making the experience of new mobility easier and smoother for its users. And that's where the latest developments in the market are heading," says Kahn. "In fact, that's also what our new Mobility Arval App now offers our corporate customers. It makes it easier for employers to manage the mobility budget established by the federal authorities. This budget, its three pillars and recent developments are crucial factors when a company is rethinking its mobility. But at the same time, it involves some regulatory complexity. That’s why, five years ago, we started developing a whole range of technological tools to help companies deal with these matters. For example, we  make it simple for our customers to manage the combination of an electric car and bicycle within this mobility budget. In this spirit of innovation, and aiming to improve the user experience, our app integrates all facets of new business mobility, which are all accessible from a smartphone. Use of public transport, shared mobility, taxis, and even parking – even though this is not one of the pillars of the mobility budget – everything is in one place. The app also makes it easier to manage transactions: low-value mobility transactions, such as buying a bus ticket, are automatically captured and validated, so manual checks are no longer needed. Similarly, there is no longer any need to advance money to employees or reimburse them for anything, and no need for them to keep and present tickets or any other proof of purchase. In short, our app translates the entire mobility budget, which can be pretty complex, into a user-friendly tool where all the important components are taken into account: car, bicycle, scooter, multimodal solutions, public transport, shared mobility, etc."

Technology as a strategy accelerator

Arval Belgium’s innovations perfectly illustrate why technology is an important accelerator when implementing new mobility strategies. And it goes without saying that what exists today will evolve very quickly, leading to an ever-richer user experience. As Philippe Kahn says, "there are a lot of innovative tools out there already. But one of the challenges, linked to the complexity of the situation in Belgium, is to bring together all the players involved under the same umbrella, so that the result of this collaborative work can be found in a single 'magic' app. The solutions that exist today in Belgium are often local in scope. This is a limitation that doesn’t exist in the Netherlands, for example, thanks to their OV card.  Belgium’s urban planning realities are also a challenge:  outside the major urban centres, it’s less easy to set up mobility hubs in which all modes of travel are accessible."

One thing is certain: for companies, the transition to new forms of mobility is well underway. And the new Arval Belgium app is a valuable tool for those companies. “This technological innovation now makes it possible to mitigate the regulatory complexity for employers, and to make multimodal transport a very fluid experience for employees,” concludes Kahn.

Arval Belgium SA, Ikaroslaan 99, 1930 Zaventem – Registered with the Brussels trade register – Belgian VAT number 0436.781.102.  Company with an ancillary insurance brokage business, registered with the Belgian Financial Services and Markets Authority (FSMA) under number 047238 A. Subject to acceptance of your request.

Arval Belgium SA is a subsidiary of BNP Paribas Fortis S.A.