透過共同創造釋放創新：微軟執行長共同創新計劃

要了解麵包店的複雜性，使用烤箱的第一手經驗至關重要。要欣賞產品，必須與麵團背後的人互動。但要真正掌握操作，最後一步是品嚐餅乾。微軟執行副總裁兼首席商務官賈德森·阿爾托夫(Judson Althoff)在訪問全球領先的烘焙公司賓堡集團(Grupo Bimbo)時採用了這一做法。 Althoff 的努力體現了 CEO 聯合創新計劃 (COIN)，這是 Microsoft 與特定客戶之間的一項獨特的合作夥伴關係計劃，在徹底了解客戶的目標和挑戰之前，技術探索處於次要地位。

Unlocking Innovation through Co-Creation: Inside Microsoft's CEO Co-Innovation Program

透過共同創造釋放創新：微軟執行長共同創新計畫內部

Introduction

介紹

To comprehend the intricacies of a bakery, one must witness its ovens in operation. To appreciate its products, one must connect with the artisans behind the dough. But to truly grasp its essence, one must indulge in its cookies.

要了解麵包店的複雜性，必須親眼目睹其烤箱的運作。想要欣賞它的產品，就必須與麵團背後的工匠建立聯繫。但要真正領會它的本質，就必須沉迷於它的餅乾中。

This profound understanding guided Judson Althoff's recent visit to Grupo Bimbo, the world's leading baking company and a valued Microsoft customer, to gain firsthand insights into its business objectives and technological ambitions.

這種深刻的理解引導 Judson Althoff 最近訪問了世界領先的烘焙公司、微軟的重要客戶 Grupo Bimbo，以獲得對其業務目標和技術雄心的第一手資料。

A Journey into Innovation

創新之旅

Althoff, Microsoft's executive vice president and chief commercial officer, traveled to Grupo Bimbo's oldest factory in Mexico, a "museum piece" brimming with vintage machinery, as described by a Grupo Bimbo executive. However, following a digital upgrade, this facility has transformed into a financial powerhouse.

微軟執行副總裁兼首席商務官阿爾特霍夫參觀了 Grupo Bimbo 在墨西哥最古老的工廠，正如 Grupo Bimbo 高管所描述的那樣，這是一個充滿老式機械的「博物館藏品」。然而，經過數位化升級後，該設施已轉變為金融巨頭。

Donning a hair net in the Guadalajara factory, Althoff embarked on a tour of the mixers, slicers, and conveyor belts, engaging in conversations with associates and managers. He sampled an array of baked goods, savoring their freshness straight from the ovens. Company leaders took note of his keen observations.

在瓜達拉哈拉工廠，阿爾索夫戴著髮網，開始參觀攪拌機、切片機和傳送帶，並與同事和經理交談。他品嚐了一系列烘焙食品，品嚐它們直接從烤箱中取出的新鮮度。公司領導注意到了他的敏銳觀察。

"To become true partners to our customers and empower them with pragmatic innovation, we must immerse ourselves in their daily operations and comprehend their unique challenges," Althoff reflected on his visit. "Through firsthand experience, we were able to leverage Microsoft's expertise to assist Grupo Bimbo in reimagining its operations, a goal we share."

「為了成為客戶真正的合作夥伴並透過務實創新為他們提供支持，我們必須沉浸在他們的日常營運中並理解他們獨特的挑戰，」阿爾特霍夫在訪問時說道。 “透過第一手經驗，我們能夠利用 Microsoft 的專業知識來協助 Grupo Bimbo 重新構想其運營，這是我們共同的目標。”

Juan Pajón, Grupo Bimbo's global senior vice president of business technology, emphasized the significance of this approach: "The only way to truly grasp what is happening is by engaging with the people on the line, comprehending their concerns, their ideas, and the problems they face. Genuine innovation is born from these interactions."

Grupo Bimbo 業務技術全球高級副總裁 Juan Pajón 強調了這種方法的重要性：「真正掌握正在發生的事情的唯一方法是與一線人員接觸，了解他們的擔憂、想法和問題他們面對。真正的創新是從這些互動中誕生的。”

Co-Innovation: A Catalyst for Progress

共同創新：進步的催化劑

Althoff's visit was more than a delightful encounter; it was the culmination of an extended, customized collaboration between Grupo Bimbo and Microsoft, a novel partnership model pioneered by Microsoft called the CEO Co-Innovation program (COIN).

阿爾托夫的來訪不僅是一次愉快的邂逅，更是一次愉快的邂逅。這是賓堡集團 (Grupo Bimbo) 與微軟之間長期、客製化合作的巔峰之作，這是微軟首創的一種新穎的合作模式，稱為 CEO 共同創新計劃 (COIN)。

Several times annually, Microsoft Chairman and CEO Satya Nadella and his senior leadership team collaborate with the chief executive officers and top executives of selected customer companies. Together, they explore and define groundbreaking solutions or product features that are both visionary and market-ready.

微軟董事長兼執行長薩蒂亞·納德拉 (Satya Nadella) 及其高級領導團隊每年都會多次與選定客戶公司的執行長和高階主管合作。他們共同探索和定義具有遠見且面向市場的突破性解決方案或產品功能。

COIN discussions are meticulously tailored to each customer's business opportunities. However, what truly sets these gatherings apart is that the topic of technology is not introduced until there is a shared understanding of the customer's objectives and underlying motivations.

COIN 討論是根據每個客戶的商業機會精心定制的。然而，真正使這些聚會與眾不同的是，只有在對客戶的目標和潛在動機達成共識之後才會引入技術主題。

Each COIN engagement spans four to six months, ultimately involving a select group of engineers, developers, and industry experts from both companies who craft solution concepts that can ultimately bring those ideas to fruition. COIN sessions may be conducted in person, via Microsoft Teams, or a hybrid of both.

每次 COIN 參與都會持續四到六個月，最終涉及來自兩家公司的一組精選的工程師、開發人員和行業專家，他們精心設計解決方案概念，最終將這些想法變為現實。 COIN 會議可以親自進行、透過 Microsoft Teams 或兩者結合進行。

COIN was launched in 2018. Since then, nearly 40 Microsoft customers have capitalized on this unique program to develop and launch their innovations, ranging from utilizing data to enhance patient outcomes in hospitals to creating an autonomous method for transporting people.

COIN 於 2018 年推出。此後，近 40 個 Microsoft 客戶利用這一獨特的計劃來開發和推出他們的創新，從利用數據改善醫院患者的治療效果，到創建一種自動運送人員的方法。

At its core, COIN aims to accelerate customers' aspirations through the spirit of co-creation. Critically, it is not a Microsoft sales tool. There are no contracts to sign or commercial targets to achieve. The focus is squarely on understanding customers' business needs and expediting their fulfillment, rather than solely promoting Microsoft's technology.

COIN 的核心目標是透過共同創造的精神加速實現客戶的願望。重要的是，它不是微軟的銷售工具。無需簽署合同，也無需實現商業目標。重點完全在於了解客戶的業務需求並加快其實現，而不僅僅是推廣 Microsoft 的技術。

"This is a harmonious marriage of engineering and business, and it's a beautiful thing," said Deb Cupp, president of Microsoft Americas. Cupp was one of the executives responsible for conceiving the COIN concept and remains an active participant.

微軟美洲區總裁 Deb Cupp 表示：“這是工程與商業的和諧結合，這是一件美好的事情。” Cupp 是負責構思 COIN 概念的主管之一，並且仍然是積極的參與者。

"The experience has been remarkable, observing customers engage in open dialogue, in a safe environment, where they are free to dream about what is possible," Cupp continued.

庫普繼續說道：“這種體驗非常出色，觀察客戶在安全的環境中進行公開對話，他們可以自由地夢想可能發生的事情。”

The freedom to engage in free-flowing conversations around novel business ideas was an eye-opening experience for many customers, particularly those accustomed to a more rigid approach to digital modernization, Cupp noted.

庫普指出，對於許多客戶來說，圍繞著新穎的商業想法自由地進行自由對話是一種令人大開眼界的體驗，特別是那些習慣於更嚴格的數位現代化方法的客戶。

"I believe we've opened their eyes. We've fostered an environment that has instilled in them a sense of security, making innovation less daunting than it once may have seemed. We've empowered them to embrace creativity and ideation. It's been a joy to witness their transformation."

「我相信我們已經打開了他們的視野。我們創造了一個向他們灌輸安全感的環境，使創新不像以前看起來那麼令人畏懼。我們賦予他們擁抱創造力和創意的能力。很高興見證他們的轉變。”

Exploring the Future with Generative AI

用生成式人工智慧探索未來

As generative AI continues to evolve, select companies will have the opportunity to collaborate with Microsoft executives through COIN to explore its transformative potential for operations, elevating customer and employee experiences, and accelerating the pace of innovation, explained Cindy Rose, chief operating officer for global enterprise sales at Microsoft and the current executive responsible for COIN.

全球營運長辛蒂·羅斯(Cindy Rose) 解釋說，隨著生成式人工智慧的不斷發展，部分公司將有機會透過COIN 與微軟高階主管合作，探索其營運變革潛力，提升客戶和員工體驗，並加快創新步伐。微軟的企業銷售人員，現任負責 COIN 的高階主管。

Customer Success Stories

客戶成功案例

To provide insights into the program, three customers shared their experiences with COIN, shedding light on their vision during collaboration, the solutions they ultimately developed, and the lessons they learned.

為了深入了解該計劃，三位客戶分享了他們使用 COIN 的經驗，闡明了他們在合作過程中的願景、他們最終開發的解決方案以及他們學到的經驗教訓。

Amadeus: Empowering Smarter Business Travel

艾瑪迪斯：推動智慧商務旅行

• Company: Amadeus
• Industry: Travel technology
• Location: Madrid, Spain
• COIN participation: November 2021 to March 2022
• Vision: Seize a new era in business travel

In late 2021, as COVID-19 vaccines became widely available, many U.S. and European companies began reinstituting employee trips. During 2022, the rate of business travel doubled in those regions. In 2023, companies reported that their domestic and international travel had reached at least 70% of their pre-pandemic levels, according to a global survey.

公司：艾瑪迪斯產業：旅遊科技地點：西班牙馬德里COIN 參與時間：2021 年11 月至2022 年3 月願景：抓住商務旅行的新時代2021 年底，隨著COVID-19 疫苗的廣泛使用，許多美國和歐洲公司開始重新安排員工旅行。 2022 年，這些地區的商務旅行率翻了一番。一項全球調查顯示，到 2023 年，企業報告稱，他們的國內和國際旅行至少達到了疫情前水準的 70%。

The resurgence was underway. However, a new reality accompanied this upturn: Business travel would undergo greater scrutiny compared to the pre-pandemic years.

復興正在進行中。然而，伴隨著這種好轉，一個新的現實是：與疫情前相比，商務旅行將受到更嚴格的審查。

During their initial COIN meetings, executives from Amadeus and Microsoft discussed how employers would now need to justify the value of their trips, including the environmental impact. These discussions included Wolfgang Krips, senior vice president of corporate strategy at Amadeus.

在最初的 COIN 會議上，艾瑪迪斯和微軟的高層討論了雇主現在需要如何證明其旅行的價值，包括對環境的影響。艾瑪迪斯企業策略資深副總裁沃夫岡·克里普斯 (Wolfgang Krips) 參與了這些討論。

The group identified an opportunity: A more efficient way to manage costs and carbon emissions. Unlike personal travel, business trips frequently involve groups of employees traveling to the same city for a particular event.

該小組發現了一個機會：一種更有效的方法來管理成本和碳排放。與個人旅行不同，商務旅行經常涉及一群員工前往同一城市參加特定活動。

"What if we could move away from the traditional method of booking travel individually, inputting expenses, and receiving reimbursement?" Krips recalled asking. "What if we adopted a model where we plan the trip collectively, coordinating flights, hotels, and shared ground transportation?"

“如果我們能夠擺脫單獨預訂旅行、輸入費用和獲得報銷的傳統方法呢？”克里普斯回憶道，他曾這樣問過。 “如果我們採用集體計劃行程、協調航班、酒店和共享地面交通的模式會怎麼樣？”

Process: Both teams quickly realized that they already possessed a secure platform that could accommodate their vision. They decided to integrate Amadeus' Cytric Easy, a travel and expense management tool, into the Microsoft 365 suite, which includes Teams.

流程：兩個團隊很快就意識到他們已經擁有一個可以滿足他們願景的安全平台。他們決定將 Amadeus 的差旅和費用管理工具 Cytric Easy 整合到 Microsoft 365 套件（其中包括 Teams）中。

Engineers from both companies worked on the integration. Business representatives explored monetization strategies and developed a market plan. Eventually, Microsoft employees tested the solution.

兩家公司的工程師都致力於整合工作。企業代表探討了貨幣化策略並制定了市場計畫。最終，微軟員工測試了這個解決方案。

"By (Microsoft) embracing early adoption, it helped solidify our solution," Krips said. "We received immediate feedback on any issues that arose. It was an invaluable learning experience."

「透過（微軟）擁抱早期採用，它有助於鞏固我們的解決方案，」克里普斯說。 “我們立即收到了有關出現的任何問題的反饋。這是一次寶貴的學習經驗。”

The collaborations with Microsoft also facilitated market access by connecting numerous Microsoft customers to the Amadeus team, Krips noted.

Krips 指出，與微軟的合作也透過將許多微軟客戶與艾瑪迪斯團隊聯繫起來，促進了市場准入。

Solution: Cytric Easy integrated within Microsoft 365, enabling businesses to seamlessly plan, book, and track travel expenses.

解決方案：Cytric Easy 整合在 Microsoft 365 中，使企業能夠無縫規劃、預訂和追蹤差旅費用。

Key Takeaway: "Everyone engages as equals," Krips stated. "This is not the typical (sales-driven) deal where you sign up for our cloud program and then expect us to deliver it for you. No, this approach brings out the best in both of us."

關鍵要點：「每個人都平等參與，」克里普斯說。 「這不是典型的（銷售驅動的）交易，即您註冊我們的雲端計劃，然後期望我們為您提供它。不，這種方法激發了我們雙方的最佳能力。”

Equinor: Accelerating Offshore Wind Farm Design

Equinor：加速離岸風電場設計

• Company: Equinor
• Industry: Energy
• Location: Stavanger, Norway
• COIN participation: August 2021 to January 2022
• Vision: Devise a faster and more efficient method for designing offshore wind farms

Immense white turbines standing tall at sea, anchored by underwater foundations, their blades spinning in offshore breezes, have become a familiar sight. Average wind speeds tend to be higher over water than on land, enabling these farms to generate more electricity.

公司：Equinor產業：能源地點：挪威斯塔萬格COIN參與時間：2021年8月至2022年1月願景：設計一種更快、更有效率的離岸風電場設計方法巨大的白色渦輪機高高矗立在海上，由水下基礎錨定，其葉片在海上微風中旋轉，已成為熟悉的景象。水面上的平均風速往往高於陸地上的平均風速，使這些農場能夠產生更多的電力。

However, the preliminary work required to analyze potential windfarm locations can be arduous. Engineers must make numerous assessments: What platform and turbine size are appropriate? What are the wind and wave patterns? How should the wind farm be laid out? How much electricity will it produce? Is it a worthwhile investment?

然而，分析潛在風電場位置所需的前期工作可能很艱鉅。工程師必須進行大量評估：什麼平台和渦輪機尺寸合適？風和波浪的模式是什麼？風電場應該如何佈局？它將產生多少電力？這是一項值得的投資嗎？

"So we asked ourselves, why don't we digitize and automate that entire early phase? Why not leverage digital simulations?"回忆Alvin Shaffer，Equinor的合作关系、生态系统和智能主管。

"So we asked ourselves, why don't we digitize and automate that entire early phase? Why not leverage digital simulations?"回憶Alvin Shaffer，Equinor的合作關係、生態系統和智能主管。

Process: Engineers from Equinor and Microsoft joined forces to accelerate the development of a digital platform capable of managing numerous design iterations, ultimately automating the site-assessment process.

流程：Equinor 和 Microsoft 的工程師聯手加速開發能夠管理大量設計迭代的數位平台，最終實現現場評估流程的自動化。

"The sheer volume of data required for this analysis is significant," Shaffer explained. "You need a platform capable of orchestrating and handling all of that work."

「這項分析所需的數據量非常巨大，」謝弗解釋。 “您需要一個能夠編排和處理所有這些工作的平台。”

For their solution, the group relied on several Microsoft technologies, including Azure Digital Twins, which creates virtual models of the physical world, and Azure IoT, which connects, monitors, and controls IoT devices.

對於他們的解決方案，該團隊依賴多項 Microsoft 技術，包括建立實體世界虛擬模型的 Azure Digital Twins 和連接、監視和控制 IoT 裝置的 Azure IoT。

As is typical of a COIN engagement, conversations also took place between Nadella and Equinor CEO Anders Opedal and among senior leaders from both companies.

正如典型的 COIN 活動一樣，納德拉和 Equinor 執行長 Anders Opedal 以及兩家公司的高級領導之間也進行了對話。

"To be able to be on a call with Satya, to hear his questions, engagement, and suggestions, that was pretty impressive," Shaffer said. "You don't typically see that at the CEO level when two companies come together."

「能夠與薩蒂亞通話，聽到他的問題、參與和建議，這令人印象深刻，」謝弗說。 “當兩家公司合併時，你通常不會在首席執行官層面上看到這一點。”

"His enthusiasm motivated me to push (the development) from my side," he added.

「他的熱情激勵我從我這邊推動（開發），」他補充道。

Solution: Digital wind farms

解決方案：數位風電場

Assessments and

評估和