通过共同创造释放创新：微软首席执行官共同创新计划

要了解面包店的复杂性，使用烤箱的第一手经验至关重要。要欣赏产品，必须与面团背后的人互动。但要真正掌握操作，最后一步是品尝饼干。微软执行副总裁兼首席商务官贾德森·阿尔托夫(Judson Althoff)在访问全球领先的烘焙公司宾堡集团(Grupo Bimbo)时采用了这一做法。 Althoff 的努力体现了 CEO 联合创新计划 (COIN)，这是 Microsoft 与特定客户之间的一项独特的合作伙伴关系计划，在彻底了解客户的目标和挑战之前，技术探索处于次要地位。

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

通过共同创造释放创新：微软首席执行官共同创新计划内部

Introduction

介绍

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.

要了解面包店的复杂性，必须亲眼目睹其烤箱的运转情况。想要欣赏它的产品，就必须与面团背后的工匠建立联系。但要真正领会它的本质，就必须沉迷于它的饼干中。

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.

这种深刻的理解引导 Judson Althoff 最近访问了世界领先的烘焙公司、微软的重要客户 Grupo Bimbo，以获得对其业务目标和技术雄心的第一手资料。

A Journey into Innovation

创新之旅

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.

微软执行副总裁兼首席商务官阿尔特霍夫参观了 Grupo Bimbo 在墨西哥最古老的工厂，正如 Grupo Bimbo 高管所描述的那样，这是一个充满老式机械的“博物馆藏品”。然而，经过数字化升级后，该设施已转变为金融巨头。

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.

在瓜达拉哈拉工厂，阿尔索夫戴着发网，开始参观搅拌机、切片机和传送带，并与同事和经理进行交谈。他品尝了一系列烘焙食品，品尝它们直接从烤箱中取出的新鲜度。公司领导注意到了他的敏锐观察。

"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."

“为了成为客户真正的合作伙伴并通过务实创新为他们提供支持，我们必须沉浸在他们的日常运营中并理解他们独特的挑战，”阿尔特霍夫在访问时说道。 “通过第一手经验，我们能够利用 Microsoft 的专业知识来协助 Grupo Bimbo 重新构想其运营，这是我们共同的目标。”

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 业务技术全球高级副总裁 Juan Pajón 强调了这种方法的重要性：“真正掌握正在发生的事情的唯一方法是与一线人员接触，了解他们的担忧、想法和问题他们面对。真正的创新是从这些互动中诞生的。”

Co-Innovation: A Catalyst for Progress

共同创新：进步的催化剂

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).

阿尔托夫的来访不仅仅是一次愉快的邂逅，更是一次愉快的邂逅。这是宾堡集团 (Grupo Bimbo) 与微软之间长期、定制化合作的巅峰之作，这是微软首创的一种新颖的合作模式，称为 CEO 共同创新计划 (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.

微软董事长兼首席执行官萨蒂亚·纳德拉 (Satya Nadella) 及其高级领导团队每年都会多次与选定客户公司的首席执行官和高层管理人员合作。他们共同探索和定义具有远见且面向市场的突破性解决方案或产品功能。

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 讨论是根据每个客户的商业机会精心定制的。然而，真正使这些聚会与众不同的是，只有在对客户的目标和潜在动机达成共识之后才会引入技术主题。

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 参与都会持续四到六个月，最终涉及来自两家公司的一组精选的工程师、开发人员和行业专家，他们精心设计解决方案概念，最终将这些想法变为现实。 COIN 会议可以亲自进行、通过 Microsoft Teams 或两者结合进行。

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 于 2018 年推出。此后，近 40 个 Microsoft 客户利用这一独特的计划来开发和推出他们的创新，从利用数据改善医院患者的治疗效果，到创建一种自动运送人员的方法。

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 的核心目标是通过共同创造的精神加速实现客户的愿望。重要的是，它不是微软的销售工具。无需签署合同，也无需实现商业目标。重点完全在于了解客户的业务需求并加快其实现，而不仅仅是推广 Microsoft 的技术。

"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.

微软美洲区总裁 Deb Cupp 表示：“这是工程与商业的和谐结合，这是一件美好的事情。” Cupp 是负责构思 COIN 概念的高管之一，并且仍然是积极的参与者。

"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.

库普继续说道：“这种体验非常出色，观察客户在安全的环境中进行公开对话，他们可以自由地梦想可能发生的事情。”

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.

库普指出，对于许多客户来说，围绕新颖的商业想法自由地进行自由对话是一种令人大开眼界的体验，特别是那些习惯于更严格的数字现代化方法的客户。

"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."

“我相信我们已经打开了他们的视野。我们营造了一个向他们灌输安全感的环境，使创新不像以前看起来那么令人畏惧。我们赋予他们拥抱创造力和创意的能力。很高兴见证他们的转变。”

Exploring the Future with Generative AI

用生成式人工智能探索未来

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.

全球首席运营官辛迪·罗斯 (Cindy Rose) 解释说，随着生成式人工智能的不断发展，部分公司将有机会通过 COIN 与微软高管合作，探索其运营变革潜力，提升客户和员工体验，并加快创新步伐。微软的企业销售人员，现任负责 COIN 的高管。

Customer Success Stories

客户成功案例

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.

为了深入了解该计划，三位客户分享了他们使用 COIN 的经验，阐明了他们在合作过程中的愿景、他们最终开发的解决方案以及他们学到的经验教训。

Amadeus: Empowering Smarter Business Travel

艾玛迪斯：推动智慧商务旅行

• 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：艾玛迪斯行业：旅行技术地点：西班牙马德里COIN 参与时间：2021 年 11 月至 2022 年 3 月愿景：抓住商务旅行的新时代2021 年底，随着 COVID-19 疫苗的广泛使用，许多美国和欧洲公司开始重新安排员工旅行。 2022 年，这些地区的商务旅行率翻了一番。一项全球调查显示，到 2023 年，企业报告称，他们的国内和国际旅行至少达到了大流行前水平的 70%。

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

复兴正在进行中。然而，伴随着这种好转，一个新的现实是：与大流行前相比，商务旅行将受到更严格的审查。

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 会议上，艾玛迪斯和微软的高管讨论了雇主现在需要如何证明其旅行的价值，包括对环境的影响。艾玛迪斯企业战略高级副总裁沃尔夫冈·克里普斯 (Wolfgang Krips) 参与了这些讨论。

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.

该小组发现了一个机会：一种更有效的方法来管理成本和碳排放。与个人旅行不同，商务旅行经常涉及一群员工前往同一城市参加特定活动。

"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?"

“如果我们能够摆脱单独预订旅行、输入费用和获得报销的传统方法呢？”克里普斯回忆道，他曾这样问过。 “如果我们采用集体计划行程、协调航班、酒店和共享地面交通的模式会怎么样？”

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：两个团队很快意识到他们已经拥有一个可以满足他们愿景的安全平台。他们决定将 Amadeus 的差旅和费用管理工具 Cytric Easy 集成到 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.

两家公司的工程师都致力于集成工作。企业代表探讨了货币化策略并制定了市场计划。最终，微软员工测试了该解决方案。

"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."

“通过（微软）拥抱早期采用，它有助于巩固我们的解决方案，”克里普斯说。 “我们立即收到了有关出现的任何问题的反馈。这是一次宝贵的学习经历。”

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

Krips 指出，与微软的合作还通过将众多微软客户与艾玛迪斯团队联系起来，促进了市场准入。

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

解决方案：Cytric Easy 集成在 Microsoft 365 中，使企业能够无缝计划、预订和跟踪差旅费用。

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."

关键要点：“每个人都平等参与，”克里普斯说。 “这不是典型的（销售驱动的）交易，即您注册我们的云计划，然后期望我们为您提供它。不，这种方法激发了我们双方的最佳能力。”

Equinor: Accelerating Offshore Wind Farm Design

Equinor：加速海上风电场设计

• 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行业：能源地点：挪威斯塔万格COIN参与时间：2021年8月至2022年1月愿景：设计一种更快、更高效的海上风电场设计方法巨大的白色涡轮机高高矗立在海上，由水下基础锚定，其叶片在海上微风中旋转，已成为熟悉的景象。水面上的平均风速往往高于陆地上的平均风速，使这些农场能够产生更多的电力。

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，分析潜在风电场位置所需的前期工作可能很艰巨。工程师必须进行大量评估：什么平台和涡轮机尺寸合适？风和波浪的模式是什么？风电场应该如何布局？它将产生多少电力？这是一项值得的投资吗？

"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?"回忆Alvin Shaffer，Equinor的合作关系、生态系统和智能主管。

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 的工程师联手加速开发能够管理大量设计迭代的数字平台，最终实现现场评估流程的自动化。

"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."

“这项分析所需的数据量非常巨大，”谢弗解释道。 “您需要一个能够编排和处理所有这些工作的平台。”

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.

对于他们的解决方案，该团队依赖于多项 Microsoft 技术，包括创建物理世界虚拟模型的 Azure Digital Twins 和连接、监视和控制 IoT 设备的 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 活动一样，纳德拉和 Equinor 首席执行官安德斯·奥佩达尔 (Anders Opedal) 以及两家公司的高级领导之间也进行了对话。

"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."

“能够与萨蒂亚通话，听到他的问题、参与和建议，这令人印象深刻，”谢弗说。 “当两家公司合并时，你通常不会在首席执行官层面上看到这一点。”

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

“他的热情激励我从我这边推动（开发），”他补充道。

Solution: Digital wind farms

解决方案：数字风电场

Assessments and

评估和