"There are two sides. One is the digital transformation inside the backbone of our company. The second is going into the traditional business to try to see where digitization can improve either the processes or the business model or where it can create completely new business models."
Dirk Hoke CEO Airbus Defence and Space
Valuable perspectives from an advanced manufacturer digitising across all levels.
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This was probably the biggest cultural change when I came in. Because when I started to talk about platforms, my team thought that I was talking about hardware platforms. Because in our language, a platform is an aircraft. In fact, what I was talking about was developing new data-driven digital services, and I was talking about software platforms. So it took us a while to converge on the language, but we made it. It is no surprise that inside Airbus we come from a hardware-oriented background. However, as are all the companies in the world, we are slowly changing into a software company. So there will be much bigger revenue shares coming from software services in the future.