I have already said that I believe the time is now for O&G operations to become digital. Radically different cost models are going to be needed and digital is one way they will be achieved.
“When assessing the implications, consider the fact that that new digital business models are the principal reason why just over half of the names of companies on the Fortune 500 have disappeared since the year 2000. And yet, we are only at the beginning of what the World Economic Forum calls the “Fourth Industrial Revolution,” characterized not only by mass adoption of digital technologies but by innovations in everything from energy to biosciences.” Pierre Nanterme – Accenture CEO [Link]
For me this revolution started with a computer programme called Mosaic, the first internet browser – which I discovered in 1993 while goofing around using Kermit, WAIS, Gopher, FTP and downloading cool stuff from GNU. I was being paid to generally muck-about and call it work. Since that moment I have witnessed a massive rise in computing power, information storage and interconnectivity that has left me gawping in awe. The chart below, from The New Machine Age, illustrates the trend.
Five Phases of Disruption
I model this disruption in 4 overlapping phases that are well established (each relying on the ones before it to progress) – and we’re about to see the fifth phase make itself felt.
Phase 1: Pure Information Industries
This was the first to be disrupted. It started with libraries, newspapers and advertising. As technology progressed this then disrupted industries requiring higher information capacity (bandwidth & storage) such as music and radio, and is now doing the same for television and cable companies. Bi-directional communication led to the X-Factor, the Huffington Post and any number of citizen journalists and bloggers.
Phase 2: Customer Engagement
As more people started to have access to and use the internet it was a small extension to make commercial transactions and shopping. As this ramped up customer experience of retail, customer-service departments and opened up access to a vast array of diverse products that could never be held in stock on the high-street. Now there are very few consumer engagements that do not have to integrate a digital channel into their offerings. Coffee and haircuts can’t be online – just about everything else can. Even there Starbucks is integrating a digital offering into their coffee order-to-pay process.
Phase 3: Co-ordination and logistics
It started with on-line parcel tracking, cross-docking and behind-the-scenes scheduling algorithms. Adding mobile GPS and mobile data allowed supply chain and logistics to start its transformation. Firstly on the containerisation and automatic freight and now down to warehouse location, stock control and soon perhaps delivery by dedicated drones [Link]. Phases 1, 2 & 3 have combined to give me my Occado delivery today at 12:30 (sharp).
Phase 4: Asset and resource sharing
This phase is still young and we’re seeing it play out in the consumer space first – a reversal I’ll elaborate on later. Companies like AirBNB, Uber, ZIPCar and others. In general this is the idea that Assets are not fully utilised by their owners all the time, and spare capacity can be made available through a brokering and booking service – and then scheduled and delivered.
Phase 5: Machine-optimised operations
Remote sensing, predictive algorithms, human-machine teaming – integrated with maintenance planning (plus all the attributes in phases 1-3) should lead to more reliable plant constantly optimised and operated by fewer people. This phase is being referred to as The Internet of Things.
“The Internet of Things (IoT) is changing manufacturing as we know it. Factories and plants that are connected to the Internet are more efficient, productive and smarter than their non-connected counterparts. In a marketplace where companies increasingly need to do whatever they can to survive, those that don’t take advantage of connectivity are lagging behind.” Forbes Magazine [Link]
The reversing order of adoption
Sometime between 1992 and now a reversal in adoption sequence occurred. Prior to Mosaic the sequence of adoption was: Military, Big Business, Small Business, and Consumer. There was also a geographic sequence that meant technologies emerging in California took a few years (5+?) to make it to Europe and the same again to make it to Asia. The order has now reversed and the spread of ideas is both bi-directional and super-fast. For instance we’re going to see individuals install HIVE before most plant install remote operations. So I think we can already see the new technologies and ways-of working being successfully deployed for consumers – the question is how will the Oil and Gas industry adapt them for its use?
How could real-time sharing of Oil and Gas assets and equipment be made to work? How could we create an “Oil-Uber” for self-employed drilling engineers? How can we scale-up technology like HIVE, algorithms for maintenance diagnostics, combined with the GPS on a tag like that in my £100 Garmin watch attached to and despatch the most available uber-spare-part.
Of course, innovations will sneak up on us through lots, and lots, of small changes but the effect will dramatic – looking back we will see the change, but it will happen gradually with the companies that use more efficient technologies buying assets from those that don’t – or, more accurately, buying assets from their officially appointed receivers.