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Shell & IBM introduce the Oren marketplace
DIGITAL REPORT 2020
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Shell & IBM introduce the Oren marketplace
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Shell and IBM have joined forces to create Oren, the first B2B digital solutions marketplace platform for the mining and industrial sectors
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hell is a leader in energy and lubricants products and services with a strong heritage and longstanding relationship
with players across the mining and industrial ecosystems. It has more than 100 years’ experience in energy operations and a global integrated 87
value chain. IBM is a pioneer in cloud, AI, data and analytics solutions. Offering proven mining and industrial digital services, the company has been on a quest for new technologies and global innovation throughout its 100+ year history. It’s no surprise when the two combined their considerable strengths to create Oren, a B2B digital marketplace for the mining sector, that the result would be a groundbreaking approach to supporting the acceleration of digital and sustainability transformation across the industry.
DIGITAL PIONEERS Shell’s Global Marketing Vice President Carol Chen tells Mining Global that the company’s “digital backbone” is vital for such a huge operation, with a diverse range of global businesses that need
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E X E C U T I V E P R OF IL E :
Carol Chen
a data-driven approach to ensure customers can access digital tools to track their orders. “Digitilisation can
Title: Global Marketing Vice President
truly transform the way we do business,”
Company: Shell
she says. “We can make it more efficient, effective, and fit for purpose.
Carol Chen established her skills across many different markets in the B2C domain while working in a series of diverse roles across two decades for Procter & Gamble.
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“My experience has given me the ability to understand a client’s frictions and then progress to delighting the customer. It’s something that’s been integrated in Oren. We’ve done around 350 interviews to truly understand our customers’ pain points and target what it is they’re actually looking for.” Chen believes that being on a continuous journey with your customers is a major form of collaboration.
“We employ a range of digital professionals from developers and robotics engineers, through to experts in 3D printing and augmented reality,” adds Chen. “We have 180 data scientists across our businesses who build sophisticated machine learning algorithms and the systems needed to run them. We also team up with the entrepreneurs of high-tech startups and build strategic collaborations with innovative technology companies to deploy the latest market standard technologies. This lets us focus on generating value today and developing technologies that create a competitive advantage for tomorrow.” The Oren marketplace represents Shell’s response to the opportunities possible with new digital business models, where business is expanding from products to solutions, and from physical to digital. This all leads towards what Chen identifies as a
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multichannel experience. “Oren fits
on traditional ways of selling. “We’re
really nicely in terms of how a platform
seeing the way we interact with our
provides a whole range of solutions
B2B customers – through webinars,
to a customer,” she adds. “Customers
live streams and virtual services –
and sellers no longer need to rely on
really taking off. The more we embrace
traditional ways of driving business
that, the more we can make our busi-
and can access a multichannel,
nesses resilient.”
multi-solution, multi-revenue-stream approach that we believe will help
OREN’S EVOLUTION
businesses become more resilient for
Shell and IBM surveyed more than 350
the challenges ahead.”
mining customers to gain a deeper
Chen notes that the COVID-19
understanding of the pain points
global pandemic has accelerated B2B
experienced with a view to introducing
digital trends due to the restriction
digital innovations to help solve frictions w w w.o re nma rke t pl ace. com
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SHELL & IBM A COLL ABORATION DRIVING TRANSFORMATION
Shell and IBM have the domain expertise to offer mining customers products and services that bridge technology transitions and industry pivots, assisting their customers to address both challenges and new opportunities. “It’s an obvious synergy for a leading energy company, and the leading technology and business services company, to come together for this mining marketplace initiative with Oren,” says Shell’s Global Marketing Vice President Carol Chen. Oren is planning to offer 100+ solutions on the platform, addressing customers’ needs in operations, sustainability, safety and production. “We have chosen the mining industry as a starting point because it has a similar value chain model as the energy industry and shares many of the same challenges, including how to manage operations in remote locations,” adds Chen. “That said, we feel that the energy industry is further ahead in its digital transformation journey, and the solutions we have available can help accelerate innovation in mining.”
“ Sustainability has to be the key focus for the solutions we bring. Safety, along with cost savings and operational efficiency, are the other big needs. COVID-19 has made all of this so much more important.” — Carol Chen, Global Marketing Vice President, Shell encountered across value chains -
mining is a sector that finds it difficult
everything from operations and safety
to convert intention into action.
to sustainability and supply chain.
Depleting ore reserves and declining
Research found those customers
ore grades in existing operations
reported 80% of the same pain points:
mean that companies have to mine
including difficulty to aggregate data
deeper to reach new deposits, which
to make actionable insights; siloed
in turn increases costs – problematic
organisations; managing the energy
when Industry 4.0 often requires high
transition; and how to deploy autono-
up-front investment. “This is where
mous technology in a way that doesn’t
we believe that Oren can help mining
impact the safety of employees.
companies not only understand what
Chen notes that while there is
their underlying pain points are, but
optimism around the uptake of In-
also identify solutions to address this
dustry 4.0 and its long-term benefits,
pain quickly,” pledges Chen. w w w.o re nma rke t pl ace. com
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“ Our vision is for Oren to serve as the ‘go-to’ mining and industrials innovation platform for digital transformation at scale” — Carol Chen, Global Marketing Vice President, Shell
Bringing together Shell and IBM’s expertise, Oren not only offers field-proven solutions but also pilot opportunities for pioneering technologies. Tailored to specific mining use cases meeting the latest industry challenges, expert support is available to help users build a roadmap of solutions that will enable a full digital journey at their own pace following a logical strategy. “Our vision is for Oren to serve as the ‘go-to’ mining and industrials innovation platform for digital
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transformation at scale,” explains
Photo: MachineMax Sensor
OREN: A SAFE AND SECURE PL ATFORM FOR DIGITAL TRANSFORMATION
Buyers and sellers on a B2B platform need to trust that their data and transactions are safe and secure, and treated in accordance with Global Data Protection Regulations. Oren is based on open software standards and development environments to maximise secure sharing of data. From the very beginning, the platform has been designed with the principle that ownership and permissions of usage of data will remain with clients at all times. All data management is compliant with GDPR. The Oren platform on IBM Cloud™ leverages market-leading data protection capabilities and offers continuous security with built-in isolation, access management and integrated security posture. 94
Chen. “It offers choice and ease of
THE POWER OF DATA INTEGRATION
access to software, services, and
Oren has focused on providing
digital solutions from the globe’s
solutions that enable efficient mine
most innovative companies, a true
planning and remote control of data
digital solutions marketplace. Mining
and analytics. Chen explains this is
customers can find, learn, procure,
in direct response to the challenges
use and integrate solutions relevant
shared by mining companies facing
to their industry in one place.
up to everything from integrating
Oren delivers solutions for essential
huge amounts of data from disparate
automation and cloud-enabled
sources, to having a single source of
services to drive deep digital
‘truth’ and aiming for real-time data
transformation, modernisation, cost-
insights to make calculated business
efficiency, sustainability, and safety.”
decisions. “As the platform expands, customers will be able to extract w w w.o re nma rke t pl ace. com
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insights related to technology trends being applied across the industry,” she says. Shell and IBM’s vision for Oren is to constantly curate new solutions from third party companies as well as to develop an ecosystem amongst buyers and sellers to co-create intelligent tools and integrated workflows for the mining lifecycle through interaction and engagement with customers. “The issue with IoT technology is that currently it is very siloed,” warns Chen. “Only when integration happens 95
and solutions are smartly connected in a coherent workflow can they really bring insights and add value to areas of operations, and increase productivity, safety and sustainability. With business processes that are better informed by data and AI, people can make better decisions and change the way they work.” Chen is excited by the possibilities: “Imagine if you could link a predictive maintenance tool, such as Shell’s RemoteSense, together with a fleet efficiency solution, like Shell spin-off MachineMax, and a parts stock management program like IBM’s MRO. Suddenly you have three solutions developed
by different companies and for different use cases delivering a more holistic and automated approach to your maintenance program and your procurement process at the touch of a button.”
RESPONDING TO A POST-COVID WORLD “These are challenging times for everyone and this COVID-19 pandemic could have a lasting impact on how individuals will procure, pilot and engage with technology,” notes Chen. “We could see fewer large industrial events and traditional in-person meetings with technology solution providers. As one customer expressed to us: ‘Oren will allow me to digitalise and streamline the procurement process and enable my team to assess and benchmark technology in one place’.” Chen explains that the pandemic has increased the need for compliance with investors now demanding certain environmental credentials for companies to secure long-term funding. “We’ve identified that sustainability has to be the key focus for the solutions we bring,” adds Chen. w w w.o re nma rke t pl ace. com
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“Safety, along with cost savings and
ability to meet the core goal of more
operational efficiency, are the other
efficient delivery of metals, minerals,
big needs. COVID-19 has made all of
energy, and other natural resources
this so much more important.”
across the globe,” confirms Chen.
Following the increased adoption of digital capabilities, new roles in
equipped they can identify needs and
the industrial workforce will emerge.
take prompt actions that increase
Chen believes these roles can evolve
safety, efficiency and productivity.”
and workers will be able to add value
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“When employees become better
At the operational level Chen sees
by focusing on quicker access and
a trend for more work to be done
actionability from data and analytics.
from control rooms rather than in the
“Empowering them with real time sta-
mine itself. Oren accelerates that
tus detail and alerts will enhance their
push towards automation and remote
operation. “The ability to procure
interactive and immersive experience.
solutions from a B2B platform will
With this solution SME’s and non-
mean that mining companies can
technical stakeholders can visit a
try new solutions in their daily work
digital version of their project site any
and integrate them to their current
time; past, present or future.”
systems,” says Chen. “With this in mind we are looking to bring the full
NET-ZERO AMBITION
experience of a site visit to any home
Shell’s ambitions for Oren align with
office. BGC Engineering, another
the company’s overarching goal of
solution partner on Oren, has
meeting a net-zero emissions target
developed the Ada platform, which
for the manufacture of its products
allows the holographic visualisation
by 2050. Supporting its customers
of a mine site through a realistic 3D
quest to achieve similar targets is key to 98
“ It’s our ambition and our passion to support decarbonisation through services and solutions that will make a hugely positive impact on communities and society as a whole” — Carol Chen, Global Marketing Vice President, Shell w w w.o re nma rke t pl ace. com
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How Oren can improve the way mining works •T he positive impact of AI and situational awareness technologies, like IBM’s Health & Safety Insight, offers improved monitoring of health, safety, and environment.
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• M achineMax can support reduced carbon footprint and emissions with more efficient f leet operations, supporting mining team members to better serve their communities. • IoT remote sensing (like Shell RemoteSense) and new wearable technologies can reduce incidents and maintenance issues. • Remote expert and AR technologies enable the workforce to offer safer and quicker problem resolution and faster time to repair.
the further development of Oren. “Oren is the starting point for how we help our mining customers to decarbonise,” affirms Chen. “It’s our ambition and our passion to support decarbonisation through services, solutions, and products that will make a hugely positive impact on communities and society as a whole. Collaborating with customers, our partners and with the startups in a very joined up way offers the opportunity to make the world a better place.”
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A SUSTAINABLE FUTURE
didn’t know where to begin its digital
Revealing that the response to Oren
transformation. On the back of that
from the mining industry has been
engagement Oren has developed
overwhelmingly positive, Chen
a new digital audit service – Oren
stresses this offering from Shell and
RM – to help identify gaps in mining
IBM has tremendous value that can
companies’ digital transformation
be trusted as Oren is committed to do
strategies and provide a roadmap
due diligence with credible solutions
of solutions based on their priorities,
that deliver on their promise before
budget and timing constraints.”
adding them to the platform. “We’ve
Chen admits meeting Shell’s goals
been able to listen to the pain points
will not be easy. The key will be col-
from the industry. For example,
laboration through services, solutions
a mining company in South Africa
and targeted products. “We need w w w.o re nma rke t pl ace. com
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“ We’re able to demonstrate a clear progress path year on year to help with cost savings, decarbonisation and digital transformation. We’re here to play our role and support that shared goal” — Carol Chen, Global Marketing Vice President, Shell
to bring win-win value,” she affirms. “We know our customers need to meet their financial aspirations while targeting greater efficiency and sustainability for the long term. We’re able to demonstrate a clear progress path year on year to help with cost savings, decarbonisation and digital transformation. We’re here to play our role and support that shared goal.”
To find out more about the Oren marketplace visit: www.orenmarketplace.com Oren in association with Mining Global is running a unique webinars series this year. You can register here.
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OREN LONDON UNITED KINGDOM marketing@orenmarketplace.com
www.orenmarketplace.com
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