Digital Acceleration For Interbrand Def

Accelerating
our Digital
Transformation
Meeting with Interbrand
San Francisco - May 19th, 2014
1
WeWork
 US largest and fastest-growing provider of

shared working space and services for
entrepreneurs, freelancers, startups, and
small businesses
 A network of 10,000+ like-minded business
people around the country
 Founded in 2010
 21 offices in the US + 1 in London
 In San Francisco: 130+ startups, 600

persons under one roof in an open-space
inaugurated in June 2013 by SF Mayor Ed
Lee
3 Interbrand visit @AXA Lab

WeWork

5 ExCom #1-2014 - 26 March 2014
Silicon Valley: the epicenter
of a unique innovation ecosystem
of the Top 100 most innovative
80 %
companies in the world have an
innovation lab in Silicon Valley
Source: BCG Innovation Report 2013

San Francisco now attracts more
venture dollars than Silicon Valley
The San Francisco metro attracted nearly 60% more venture capital
($8.5 billion) than the SV region ($5 billion)
7 Interbrand visit @AXA Lab Source: Martin Prosperity Institute, March 2014
Paranoia is the new norm
8 ExCom #1-2014 - 26 March 2014

Paranoia is the new norm

Speed is the new currency

“You should try to have a clear vision, to trust your teams, delegate and show a
high reactivity, and organize the company as a shoal instead of a whale.
A fishes’ shoal has a real homogeneity; it has the ability to withstand shocks and
transform. Unlike a whale, for which a single mistake can be fatal.”
- Henri de Castries in Les Echos - April 23, 2014

Accelerating our transformation:
The new sourcing funnel
Detect
Partner
AXA LAB Build
External AXA Seed Factory Hackathon

AXA Innovation
Campus
AXA Tech AEL

Data Innovation Lab
Digital Agency
Internal
Culture / Talent
AXA Digital Academy Digital Strategy Start-in program
& Big Data Chair (HEC)
Agenda
1. AXA Lab
2. Data Innovation Lab (DIL)
3. AXA Innovation Campus
4. AXA Tech Advanced Engineering Lab (AEL)
5. AXA Seed Factory
6. AXA France Hackathon
7. Start-In Program
8. Digital Strategy & Big Data Chair (HEC)
9. AXA Digital Academy
10. AXA Digital Agency

1. AXA Lab
14 ExCom #1-2014 - 26 March 2014

What it is
 The digital innovation sourcing unit of AXA

Missions
Connection • Act as a gateway with all the
tech players from Silicon
Valley
1
Detection
• Detect latest trends to
Pilot 4 Lab 2 leverage and interesting
startups to work with
• Launch new initiatives • Spot talents, whom we
with local AXA teams, could wish to integrate
which can be replicated within our teams
across our geos
3 • Develop new training formats within AXA

University to foster digital culture among
Culture our teams and elevate the expertise of our
16 Interbrand visit @AXA Lab digital leaders
First milestones
Official creation
of AXA Lab Opening of
AXA Lab @ WeWork
Learning expedition to
Silicon Valley for GMD Corporate Meeting
Mgmt. Committee Global in San Francisco
Partnership
Custom Audience
POC in France
AXA US (CVC project)
Top 500
Influencers
Start-In program (design of a new global in-house innovation program)
Digital Academy (support to global L&D team)
Corporate Meeting (sourcing of potential companies, startups & speakers)
Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun.

2013 2014

First collaborations with startups



Close encounters of the third kind…

Close encounters of the third kind…

2. Data Innovation Lab
What it is
 A team of data experts tasked to:
 Leverage proactive and meaningful use of data for the benefits of AXA business
 Support the entities in defining their Big Data use cases, finding partners, and propose
a test and learn approach

Missions
Explore & Test Process

Discover/ create the Capture data from sources
mines and sources of and develop usable and
data and check enriched information
relevance and available for our core
availability system
DIL
Distribute Refine
Transform knowledge Extract valuable
into business value knowledge from
information

3 examples
Description Entity Benefits
AXA Life Japan: Better

Call Center Transforming call center
understand the key drivers to
Speech retention using existing data
recordings into data, and
analytics which are not structured nor
detect retention levers.
used today to increase
Retention
retention.
AXA France: Provide

Connected actionable insights on
Use AXA Drive App to Customers behaviors and
Device collect driving behavior increase their satisfaction
Telematics - data. through new services.
Servicing Enhance existing capabilities
of the app.
Synchronize information AXA France, AXA Banque,

Contextual gathered by different AGD, Switzerland, Mexico:
Media Buying and partners, enhance Media Retargeting campaigns, Real-
Customer Buying capabilities and Time Bidding campaigns,
Acquisition Real Time Creative assets. Unified Customers Platform.

3. AXA
Innovation Campus
What it is
 The AXA Innovation Campus is a program designed to help innovators,

entrepreneurs and change agents to fund their innovative business ideas
 It is jointly developed and managed with Christoph Bertsch (self made high-
tech entrepreneur and Investor with 17 companies and over 800 employees)
and his network of founders and entrepreneurs

Objectives
 Identify and manage innovative business ideas/ startups within the insurance
industry
 Invest in interesting business ideas and taking part in their development and
scaling phase
 Leverage the insights from the investments internally
 Strengthen AXA’s image as an “innovative insurer” within the industry and as

“innovative company” outside the industry

5 areas of investment
1 5
eHealth Retirement
AXA
Innovation
Campus
4
2
Lead
Big Data
Generation
3
Mobile

Framework
Access #1
Bertsch Innovation
Founders are Group (BIG) Access #2
able to upload
their ideas on Founders are
the homepage also able to
of the Innovation upload their
innovation ideas directly
Campus (AIC)
campus which via AXA
is carried out by Innovation
Cooperation agreement Campus’s
the Bertsch Insurance Innovation
Innovation Konzern AG homepage
Campus GmbH (IIC)
Group for AXA
Start-up 1 Start-up 2 Start-up n

The AXA Innovation Campus
website
 A 2-door web-access
 Through this platform, internal (employees of AXA Germany) and external

innovators will be able to submit their ideas
 Launch due in June 2014

4. AXA Tech Advanced
Engineering Lab
33 ExCom #1-2014 - 26 March 2014

What it is
 A dedicated AXA Tech Business Unit
 A small team of AXA Tech employees (3 to 5*) based in Lausanne on the EPFL
campus collaborating with over 2,000 Engineering students and renowned
Professors
* Plus hosting capabilities for 8 to 12 additional STA employees from the Group

Missions
 Reinforce AXA Tech’s capabilities to identify and develop state-of-the-art IT

solutions (Security, Green IT, L&D…)
 Provide the AXA Group with a technological intelligence presence in Europe
working closely with the AXA Lab
 Accelerate AXA Tech’s transformation (people and innovation culture)
 Attract young digital talents
 Facilitate access to EPFL’s research capacity for other AXA entities

A strong partnership with EPFL
A leading University
• Public institution founded in 1969
• Covers disciplines ranging from the Basic
Sciences to Engineering, Architecture and the
Life Sciences
• 5 Schools, 2 Colleges, 27 Institutes, 340
laboratories, 329 faculties
• 9,868 students of over 125 nationalities
• EPFL rated world’s No. 2 university in the 2014
Times “Higher Education 100 Under 50” ranking
A real innovation ecosystem:

• 156 start-ups established between 2000 and
2012 (more than one new start-up/ month on
average)
• 110 invention disclosures
• 75 priority patents filed

5. AXA Seed Factory
What it is
 A €10M seed fund investing in start-ups in mobile and internet services related to
insurance and banking businesses.
 Its sweet spot consists in closing the “Equity Gap” between the funding of
Business Angels and the one of Venture Capital Firms.
Revenues (€)
Investments (k€)

AXA Seed Factory
https://www.youtube.com/watch?v=rNU_9o7lxw4

5 areas for investments
Users
take
control Sharing
Economy
Insurance &
Bank as a
SoLoMo service
Internet
Of
Things
Crowd
Funding

A first partnership with Withings
 AXA Seed Factory and

Withings launched a call
for projects to start-ups
that develop innovating
services in connected
objects in the sectors of:
 Individualized Medicine
 Silver Economy
 Big Data
 The most innovating

project(s) with a viable
business model will be
supported by AXA Seed
Factory in a form of a seed
investment

6. AXA France Hackathon
What it is
 The first Hackathon ever at AXA, on the topic of:

“Reinventing Customer Service”…
 … leveraging the Salesforce 1 API…
 … and gathering 4 complementary partners:

Objectives
 Identifying new ideas and innovative ways to implement them
 Discovering talents and building a network of start-ups

#hackAXA
45 ExCom #1-2014 - 26 March 2014

The results
 210 participants registered
 170 developers at the beginning of the WE (the younger was 11-yo!)
 120 developers at the end
 26 ideas pitched on Sunday night to the 7-member jury
 7 nominees
 3 winners
 93% satisfaction rate

47
7. Start-in program
What it is
 An crowdsourced ideation program

Objectives
 To foster our innovation culture and capabilities by:

 Focusing employees creativity on key business challenges that need to be
addressed to prepare AXA’s future
 Encouraging worldwide collaboration among all employees by giving them
the possibility to share ideas, comments and votes on everyone’s ideas
 Delivering tangible results by prototyping the most promising global solutions
and accelerate quick-wins identification and implementation

Start-in program

Start-in program

8. The Digital Strategy
& Big Data Chair
(HEC) 52
Digital Strategy & Big Data Chair
“This partnership illustrates our belief that talents are essential for our digital
transformation, and we are very much looking forward to working, learning and
building alongside HEC’s students, and to benefit from their international
diversity.”
- Veronique Weill , AXA Group COO
Objectives
 Develop courses on the issues of digital innovation and Big Data in large
companies
 Expose students to the digital operational issues of large firms
 Confront the generation of “digital natives” with offers and products from AXA,
and gauge their reactions
 Attract talents

9. AXA Digital Academy
55
Accelerate digital awareness
• From a single curriculum… • … To a real Digital Academy
AXA Digital AXA Digital Digital Acceleration

Leaders Leaders Programs
Reverse COOC
Mentoring Platform

10. AXA Digital Agency
What it is
 The digital agency is a set of multidisciplinary teams
 Marketing
 Technical (interacting with digital factories from AGS)
 Design (interacting with the best creative agencies)
 The digital agency produces incremental and customer-

centric innovation
 Customer Feedback Learning Loop
 Excellence in User Experience
 Agile Software Factories
 The digital agency operates in a Lean Startup way:

 User stories targeted towards customer pain points
 Minimum Viable Product (fail fast to succeed sooner)
 Continuous improvement through customer feedback
Missions
The Digital Agency is a supplemental process to accelerate the delivery of
AXA’s Digital Strategy
Group (€€€)
Similar to IBM’s
GMD – FOK
Regional Digital Agency (First of a Kind)
Directors program
1
2 FOK (pilot)
Grow & Deploy

Entities Development process
AGS & AXATECH Ops
1 The Digital Agency builds software assets that are required by at least one entity
and that may be reused by others
2 The Digital Agency facilitates the delivery of the AXA Group Digital Strategy,
through expertise (skills) and tools (assets)

Examples
 eClaims & Contracts Panorama
 AXA.xx - Innovative CMS

& Web Sites Factory base
on open-source
ngage
 AXA Drive
ummari e
Automati
e
Owned
Launch : Responsive English
First .axa & multi-
& earned
April, 23rd website devices & media
French only
onitor Analy e ntegrate

3 833
sessions 30 000 pages viewed first week
 .axa
60 Interbrand visit @AXA Lab Branded domain name
Accelerating our transformation:
The new sourcing funnel
Detect
Partner
AXA LAB Build
External AXA Seed Factory Hackathon

AXA Innovation
Campus
AXA Tech AEL

Data Innovation Lab
Digital Agency
Internal
Culture / Talent
AXA Digital Academy Digital Strategy Start-in program
& Big Data Chair (HEC)
Conclusion:
What is at stake for us?
Relevance Agility Culture

Guillaume Cabrère
Director, AXA Lab
Thank You!
guillaume.cabrere@axa.com
+33 6 84 93 20 77
@axalab

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Accelerating

 US largest and fastest-growing provider of

 21 offices in the US + 1 in London

 In San Francisco: 130+ startups, 600

3 Interbrand visit @AXA Lab

4 Interbrand visit @AXA Lab

of the Top 100 most innovative

Source: BCG Innovation Report 2013

6 Interbrand visit @AXA Lab

8 ExCom #1-2014 - 26 March 2014

9 Interbrand visit @AXA Lab

10 Interbrand visit @AXA Lab

- Henri de Castries in Les Echos - April 23, 2014

External AXA Seed Factory Hackathon

AXA Tech AEL

13 Interbrand visit @AXA Lab

14 ExCom #1-2014 - 26 March 2014

 The digital innovation sourcing unit of AXA

15 Interbrand visit @AXA Lab

3 • Develop new training formats within AXA

Digital Academy (support to global L&D team)

Corporate Meeting (sourcing of potential companies, startups & speakers)

Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun.

17 Interbrand visit @AXA Lab

18 Interbrand visit @AXA Lab

19 Interbrand visit @AXA Lab

20 Interbrand visit @AXA Lab

21 Interbrand visit @AXA Lab

22 Interbrand visit @AXA Lab

 A team of data experts tasked to:

24 Interbrand visit @AXA Lab

Explore & Test Process

25 Interbrand visit @AXA Lab

AXA Life Japan: Better

AXA France: Provide

Synchronize information AXA France, AXA Banque,

26 Interbrand visit @AXA Lab

 The AXA Innovation Campus is a program designed to help innovators,

28 Interbrand visit @AXA Lab

 Leverage the insights from the investments internally

 Strengthen AXA’s image as an “innovative insurer” within the industry and as

29 Interbrand visit @AXA Lab

30 Interbrand visit @AXA Lab

Start-up 1 Start-up 2 Start-up n

31 Interbrand visit @AXA Lab

 Through this platform, internal (employees of AXA Germany) and external

32 Interbrand visit @AXA Lab

33 ExCom #1-2014 - 26 March 2014

 A dedicated AXA Tech Business Unit

34 Interbrand visit @AXA Lab

 Reinforce AXA Tech’s capabilities to identify and develop state-of-the-art IT

 Facilitate access to EPFL’s research capacity for other AXA entities

35 Interbrand visit @AXA Lab

A real innovation ecosystem:

36 Interbrand visit @AXA Lab

38 Interbrand visit @AXA Lab

39 Interbrand visit @AXA Lab

40 Interbrand visit @AXA Lab

 AXA Seed Factory and

 The most innovating

41 Interbrand visit @AXA Lab

 The first Hackathon ever at AXA, on the topic of:

 … leveraging the Salesforce 1 API…