Transformation as the Key to Success
Basler AG, a global leader in industrial cameras, is undergoing a significant transformation: shifting from a product provider to a solution provider. In our podcast “Unruhige Zeiten,” Arndt Bake, CDO and current head of the EMEA sales organization, shared insights into the challenges and strategies behind this move.
From Product to Solution Provider
This transformation is essential to meet evolving market demands. While product providers focus on technological innovation, solution providers prioritize customer needs. This “outside-in” approach not only changes the company’s focus but also requires substantial internal restructuring.
Digitalization as a Driver of Change
Digitalization plays a central role in Basler AG’s strategy. They’ve implemented user-friendly webshops and configuration tools, enabling customers to make informed decisions without direct consultations. However, not every innovation is seamless: “Internal processes don’t always align with new solutions,” Bake admitted, highlighting the need for constant refinement.
Employees at the Heart of Transformation
Technology alone isn’t enough—people matter. “Taking employees along and upskilling them is crucial,” emphasized Bake. In a field with long-standing employees, fostering new skills while leveraging their experience is critical for success.
Internationalization and Competition from the East
Another pillar of Basler’s success is internationalization. Staying close to customers ensures tailored solutions for diverse markets. This focus also responds to competition from China, where innovation and government subsidies create a challenging landscape. The shift to a solution provider is Basler’s direct answer to these dynamics.
Thinking Long-Term for Sustained Success
Basler AG demonstrates how transformation can succeed—with focus, adaptability, and a strong commitment to their German roots. This journey requires risk-taking and long-term vision. As Bake puts it: “You must plant cherry trees, even if you won’t harvest the fruit yourself.”
