In assessing the technology landscape in the Philippines, leading market disruptors such as artificial intelligence (AI), machine learning and the internet of things (IoT) take centre stage.\nThis is a country on the cusp of transformation, with at least 30% of organisations expected to be \u2018digitally determined\u2019 by 2020.\nAccording to IDC, such organisations will \u201ctransform markets\u201d through new business models and digitally enabled products and services.\nDriven by customer-centricity and a need for reinvention, businesses are leveraging new technologies to build strategies capable of delivering future growth.\nBut amid the desire to deploy emerging technologies, Concepcion Industrial is also maintaining a commitment to modernisation through a revamped enterprise resource planning (ERP) platform.\n\u201cA surprise answer, I know,\u201d acknowledged Richard Parcia, CIO of Concepcion Industrial, a consumer goods organisation headquartered in Makati, National Capital Region. \u201cA lot of the technologies that are seen as disrupting the market in the past five years - such as internet of things (IoT) and artificial intelligence (AI) - are just parts of the overall strategy in the enterprise.\n\u201cMost are not even new but because ERP frameworks have evolved, the maturity of these technologies were hastened. They have practical use now and have significant contributions to business.\u201d\nSpeaking with more than 20 years of in-market experience, Parcia said the modern ERP has created an environment of flexibility, allowing businesses to create models capable of serving customer needs.\n\u201cIn the short-term, our priority will be to maximise the full potential of our ERP to disrupt the way we do business,\u201d Parcia added. \u201cIn a way, we are basically disrupting ourselves.\n\u201cYou can say that we are digitally re-transforming but not in the context of an early adapter. We are not new to the technologies, this is more of an evolution. We want to drive the evolution instead of just waiting for it to happen.\u201d\nCustomer-centric\nOperating as one of the Philippines\u2019 most established and leading providers of air conditioning solutions and refrigerators, Concepcion Industrial operates principally through its two subsidiaries - Concepcion-Carrier Air Conditioning and Concepcion Durables.\nFounded in 1962, the business today is supported by over 170 accredited installer companies, over 130 accredited service centres and more than 2,000 technicians.\nThis is in addition to manufacturing facilities capable of producing 500,000 units of air conditioning equipment and 300,000 refrigerators located at Light Industry and Science Park, in Laguna.\nDrawing on more than 50 years of operating history, how does the business measure success?\n\u201cCustomer, customer, customer,\u201d Parcia said. \u201cI see purpose as a driver of innovation. We ask ourselves, \u2018what\u2019s the pain?\u2019 We build our innovation around that question.\u201d\nParcia remained coy on future innovation projects, only sharing that activities centred around \u201chome\u201d and pains which the business can \u201calleviate if not eliminate\u201d for customers.\nTo deliver on the promise of innovation, Parcia acknowledged that technology deployments must align with the overall requirements of the wider business.\n\u201cEmerging technologies all have significant impact but we need to look at them in the grand scheme of things,\u201d he said. \u201cThese things are not new but their value is their utilisation based on an overall plan.\u201d\nTake AI for example, an offering which has \u201cbeen around for decades\u201d in the market, albeit in a different guise.\n\u201cOnly now is AI becoming useful outside of the laboratories because the necessary infrastructure to allow data sources to flow is readily available in practically all platforms,\u201d Parcia suggested. \u201cWe are in Industry 4.0 and technologies that were once just content for science and fiction movies have suddenly become available.\u201d\nEra of change\nParcia joined Concepcion in November 2018, following technology executive roles at Asian Institute of Management, LafargeHolcim and UnitedHealth Group during the past five years.\nIn his current role, Parcia is tasked with creating an overall digital strategy, in addition to spearheading the organisation\u2019s shared serviced division.\n\u201cAs CIO, you always approach the overall business strategy in the context of people, process and technology,\u201d Parcia said. \u201cNo other business function allows that approach effectively than the shared services organisation.\u201d\nIn looking ahead, Parcia sees opportunity in the \u201ccommoditisation of almost everything\u201d.\n\u201cCommoditisation is a good thing,\u201d he outlined. \u201cIt levelled the playing field for everyone, meaning that a US$20,000 business can disrupt a billion-dollar business. But that can only happen and be sustained if the fundamentals are correct. The present environment allows us to revisit those fundamentals.\n\u201cAcross the years, the CIO advantage has always been having proximity to technology. That\u2019s the not the case anymore. The field has been levelled which is good.\u201d\nAlongside CIO responsibilities, Parcia is also an associate professor at the University of Santo Tomas, a role he has held for more than eight years.\n\u201cI often deliver to graduate classes and I often say that in the past decade, the CIO had been equated with technology which is not bad to some extent but in the bigger context, is rather counterproductive,\u201d he said.\n\u201cWe forgot that the CIO uses technology to manage one of the most important resources of an organisation, which is information. Today, we have an opportunity to go back to that purpose.\u201d\nAccording to Parcia, in 2019 the CIO holds one overarching responsibility.\n\u201cThe fundamental purpose and approach which is people, process and technology are best served as one vision, instead of three,\u201d he advised.