BusinessMirror July 20, 2015

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BusinessMirror

three-time rotary club of manila journalism awardee 2006, 2010, 2012

U.N. Media Award 2008

A broader look at today’s business

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Saturday 18,July 201420,Vol.2015 10 No. Vol. 40 Monday, 10 No. 284

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NAIA LOGJAM TO WORSEN AS CARRIERS BUY BIGGER PLANES

PAL bent on buying more Dreamliners

INSIDE

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win over executives by proving that customers support your idea BusinessMirror

www.businessmirror.com.ph

he country’s flag carrier Philippine Airlines and its rival Cebu Air Inc. are prepared to boost their operations through the introduction of long-haul flights using Boeing Commercial Airplanes’s Dreamliners, which are large-capacity, fuel-efficient luxurious aircraft designed for maximum travel comfort.

Monday, July 20, 2015 E 1

Win Over executives by PrOving

that custOmers suPPOrt yOur idea

D

By Ron Ashkenas & Daniel Dworkin

espite how much has been written about corporate innovation, it still presents a big challenge. On one hand, senior executives encourage employees to develop new products and services. On the other, they don’t want to throw money at concepts with limited market potential. so how can internal innovators create confidence in the viability of their ideas? One way is to get customers to help you make your case. An example: A technology firm offered seedfunding to internal teams to develop potentially transformative products. A midlevel manager used the funding to create product prototypes, which she shared with a small group of customers. The reaction was enthusiastic, but when she requested additional resources to expand her effort, executives wouldn’t increase their investment. Rather than letting her idea go, she enlisted the help of her customers. She invited 50 existing and potential customers for a day of on-site collaborative product development. She hand-picked people to attend from big-name organizations to pique the interest of her executive team. She began the workshop by laying out her product vision and how it could dramatically enhance the industry landscape. The rest of the day was devoted to facilitating small-group discussions about current solutions. Most important, her executive sponsors saw how excited customers were by the product’s potential. When the manager posted video clips of the event to her company’s internal blog, thousands of employees learned about her product concept and customers’ enthusiasm. When she went back to the executive team to ask again for more money, she got it. For managers seeking to engage their customers as innovation allies, here are a few steps to get started.

Define your targets

ConSideR the customers that your company already does business with, and those it aspires to win over. Which organizations will have the greatest amount of cred ibi lit y w it h executive decision-makers at your firm? Focus on getting these people involved first.

Work your network

CollAboRATe with the account managers at your company to determine how to open up a dialogue with current customers. For new customers, solicit help from sales and marketing colleagues on how to make inroads.

Make your efforts visible

Give the executives holding the purse strings the opportunity to experience potential customers’ excitement about your idea. That doesn’t necessarily mean hosting events; virtual experiences, testimonials and video interviews can work effectively, too. innovators in established organizations need many allies to bring their ideas to life. Few are as powerful as customers when it comes to getting the sponsorship and resources necessary to be successful. Ron Ashkenas is a managing partner of Schaffer Consulting. His latest book is Simply effective. Daniel Dworkin is a partner at Schaffer Consulting.

HoW to MAnAge A teAM oF B PlAyers By Tomas Chamorro-Premuzic

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hat allows a team of B players to achieve a+ success? Scientific evidence suggests that the key determinants are the leader’s ability to inspire trust, make competent decisions and create a high-performing culture. this is true for all teams, of course, but if you’re leading people who are just average in terms of competence, talent or potential, your leadership matters even more. You have to be an a-class leader. Effective leaders tend to share these personality characteristics: n they have better judgment than their counterparts, meaning they can make good decisions, learn from experience and avoid repeating mistakes. n they stay calm under pressure and build close relationships with their teams. n they have very high levels of ambition, remaining slightly dissatisfied with their success. In addition, four important tactics can transform a team of average individual contributors into an high-performing team: Vision. You need a winning strategy that represents a meaningful mission for the team. You also need to ensure that your goal is clearly defined and doesn’t waver. It

should stretch them, but not demoralize them by being unattainable. and it should include a plan of attack—milestones that allow the team to figure out their next steps. Analytics. Data can cut through biases and politics and create a culture of fairness and transparency. It can also highlight the key individual drivers of team performance, breaking down success into molecular factors that can be easily manipulated. Feedback. Meta-analytic studies have shown that individual and team feedback improves performance by around 25 percent. Less skilled teams who get a lot of feedback outperform more skilled teams that aren’t getting feedback. Morale. Leaders own the job of creating engagement. When team members share common values, drivers and motives, they will raise their performance for each other. In short, good leaders can turn B players into an a team by following these strategies. Since few leaders manage to achieve this even when they have a team of a players, there is much hope for those who do.

Get your organization ready for 3-D printing

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By Richard D’Aveni

its leadership of the very industry that it had invented in 1973. An equivalent challenge is now looming in 3d printing, or “additive manufacturing.” This young technology also has some drawbacks compared to conventional “subtractive” manufacturing. but the versatility it offers will eventually make it the preferred choice in many industries. And the opportunities to reduce inventory costs and earn a premium price for customization often compensate for the higher direct costs of 3d printing. To help your company begin making the switch:

n the late 1980s, Motorola faced a major threat to its fastgrowing cell-phone business. Rivals were developing digital technology to replace the existing analog standard. Should Motorola keep its focus on analog, or switch over to digital? engineers at the company came down squarely on the side of analog. digital, they pointed out, was inferior to analog as a medium for transmitting audio. Those engineers couldn’t see that, for most listeners, digital technology’s advantages far outweighed the often undetectable losses from digitization. Their expertise was in analog technology, so it was easier to see the negatives than the positives. The result was that Motorola lost

out to additive manufacturing printer and software providers to see what already exists for your product categories. include your staff engineers on the learning teams but make sure they don’t dominate the discussion.

2. Move one baby step at time.

build expertise and reduce internal resistance through incremental experiments, exploring and adjusting to new technological development as you go. Project confidence that the kinks will be worked out over time. 3. Focus and prioritize. Start with the most promising and feasible possibilities of additive manufacturing first, and build up small wins. don’t expect a carefully planned sequence of development because the technology

1. gather knowledge from the outside. don’t rely solely on

your in-house engineers—some of them are likely to be guardians of the status quo. Reach

and the industry ecosystems are still developing.

4. Keep an eye on the long run.

The goal is to revamp your firm’s value chain and ecosystem to reduce total cost. look for opportunities to support an emerging software platform or superior printer technology, with the long-term goal of creating an integrated 3d printing-based manufacturing system. With enough encouragement, you’ll see 3d printing champions emerge in your organization. Some people (and companies) won’t embrace the technology in time and will be passed by. if you keep Motorola in mind, you won’t be one of them. Richard D’Aveni is the Bakala professor of strategy at Dartmouth College’s Tuck School of Business.

Identify the marketing metrics that actually matter

t

Metrics should be easy to understand

By Linda J. Popky

has gone up or down by 2.3 points tells you something has changed. however, what’s more important is seeing how that change is connected to specific actions and behaviors among employees and customers. With a wide variety of advanced, easyto-implement analytics, you can fall prey to pitfalls. Just because a lot of Web and social-media behavior is trackable doesn’t mean you should track it. It all depends on the larger business goals you’re trying to reach. Marketers also often feel pressure to measure too many things at once, which makes it difficult to determine where to focus. Instead of wasting time gathering “number of ” metrics (number of twitter

and use. the variables you’re measuring need to make sense to the people collecting the data, as well as to those using it to make decisions. also, if metrics vary too much across departments, data can drive inconsistent behavior.

hE Internet of things will collect and transmit unprecedented amounts of data. this poses a big problem for marketers, who can end up down a rabbit hole of fruitless information. Now, more than ever, marketers need to be measuring the right things. however, too many executives rely on metrics that don’t affect the organization’s goals. Metrics, or key performance indicators, should be set upfront, so that the marketing team knows what goals they are striving to reach. here are three cardinal rules in choosing the right metrics for measuring marketing success—regardless of industry, size or maturity:

followers, number of clicks), start looking at the big picture. this means tying marketing campaigns and activities to key organizational goals. Understanding which customers are most profitable will also help to focus marketing effor ts. the more clearly marketers can identify customer personas, the easier it will be to track the effectiveness of targeting them. Don’t ask: how are we doing? ask: What do we learn from this metric? What else should we be looking at?

MONDAY MORNING

Tomas Chamorro-Premuzic is the CEO of Hogan Assessment Systems, a professor of business psychology at University College London and a faculty member at Columbia University.

Metrics should be easily replicated.

Marketers should look at data that’s available on a regular basis, so that comparable information can be reviewed from one period to the next. this is often hard to implement, especially in organizations with multiple data sources.

Metrics should provide useful, actionable information that impacts the business. Seeing that one of your metrics

Linda J. Popky is the founder of Leverage2Market Associates and author of Marketing above the Noise: achieve Strategic advantage With Marketing that Matters.

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By Catherine N. Pillas

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GULF OIL WELLS LINGERING WITH TEMPORARY SEALS Perspective BusinessMirror

www.businessmirror.com.ph

GULF OIL WELLS LINGERING WITH TEMPORARY SEALS

IN this April 21, 2010, file photo, the Deepwater Horizon oil rig burns in the Gulf of Mexico, more than 50 miles southeast of Venice, Louisiana. The BP leak, the worst-ever in offshore US waters, occurred at a well that the company was in the process of temporarily closing. The accident killed 11 workers and spilled up to 172 million gallons of oil. Federal officials defend their well-safety efforts since then, and there have been more permanent closures. There were 25,928 permanently sealed wells in mid-May 2015, up 10 percent from 23,468 at the end of the BP spill, according to the AP analysis of federal data. AP/GERALD HERBERT

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B J D | The Associated Press

IVE years after the Obama administration promised to move swiftly to permanently plug unused oil and gas wells in the Gulf of Mexico, even more shafts are lingering for longer periods with only temporary sealing, an investigation by the Associated Press (AP) shows.

It is not clear how many incompletely sealed wells may have leaked—they generally are not monitored as carefully as active wells—but they contain fewer barriers to pent-up petroleum and rupture more easily. The threat to the environment increases with time. In July 2010, during the BP oil spill, the AP reported that the Gulf was littered with more than 27,000 unused wells, including 14 percent left with just temporary seals. The AP’s new analysis of federal data shows that the neglect of long-idle wells has intensified since 2010, despite the federal push after the BP accident: ■ Twenty-five percent more wells have now stayed temporarily sealed for more than a year, jumping from 2,855 to 3,576. ■ Wells sealed temporarily for more than a year make up 86 percent of all temporarily sealed shafts, up from 78 percent. ■ The number of wells equipped with temporary barriers for more than five years has risen from 1,631 to 1,895—a 16-percent increase. “I think there are signs of progress, but, my God, we got a long way to go,” said Bob Bea, an emeritus engineering professor at the University of California, Berkeley, when told of the AP findings. Bea, who advised the government on safety after the BP spill, said he’d give “a poor grade” to efforts to seal wells since then. In the aftermath of the BP spill, federal officials rolled out a program to push companies to permanently seal wells “in a timely manner.” That effort, known as the “Idle Iron” program, is beset by loopholes that essentially allow companies to delay permanent closure indefinitely, the AP found. The government allows wells to remain temporarily sealed when companies say they intend to reuse them. However, the rules let oil companies dodge either temporary or permanent sealing on active leases simply by filing plans to make use of the

well eventually. Such wells are not considered idle. Other wells without any conceivable use must be plugged after five years, but temporary sealing is then acceptable until the lease expires. Some leases have lasted for almost 70 years. The AP analysis in May shows that 1,065 wells have been left with temporary sealing for at least a decade, up from 1,009 wells in 2010—a rise of 6 percent. Such wells are subject to corrosion and intense pressure at depths down to almost two miles below the water’s surface. Shafts penetrate as far as six miles into the seabed. “The older it is, probably the more attention needs to be given to monitoring and maintaining it,” said John Rogers Smith, a retired professor at Louisiana State University who also used to do engineering work for offshore wells in the oil industry. “Are... people really paying attention to something that’s sitting there doing nothing for five-plus years?” Permanent sealing installs multiple plugs, including one very near the mouth of the well. Permanent closing also cuts off all hardware 15 feet (4.57 meters) below the seafloor, blocking any ready oil pathway to the water. But these jobs cost more and take more time than temporary sealing, which also entails multiple seals but allows a smaller uppermost plug to be set 1,000 feet (305 meters) down from the mouth of the well. Temporary sealing keeps piping in place that can channel a leak up to the seabed. Companies often seal wells temporarily to allow time to work up plans to fix a drilling problem or damage from a storm. Some owners, though, temporarily close wells for economic reasons: to wait for higher oil prices or better drilling technology. Roger Anderson, an oil geophysicist at Columbia University, said some reasons to keep a well temporarily sealed are legitimate. But at a minimum, he said wells in this temporary condition since the 1950s

Mississippi Louisiana

Baton Rouge

10

New 55 Orleans command post

Alabama

Mobile, Ala. command post

Mobile Pensacola

Georgia

Large slicks and sheens as far east as Pensacola Pass 10

Gulfport Biloxi

Atlantic Ocean 10

Rig location BP skimmer operation

St. Augustine 75 Gainesville

Tar balls at Navarre Beach, Henderson State Park and Panama City Beach

Daytona Beach

Florida

Oil slick Largest concentration of dead sea turtles (about 70)

Federal

Orlando

St. Petersburg command post fishing closure

Melbourne

Tampa

95

Dead whale found

Sarasota

Gulf of Mexico

Oil on land

Jacksonville

Panama City command post Apalachicola

Forward operating base

Three BP skimmers in operation near rig

95

Tallahassee Panama City

Houma, La. command post New Orleans

90-square-foot (8.36 sq. meter) area of oil with sheen seen 10 mi. (16 km) from Rockefeller State Wildlife Refuge

75 Fort Myers

Federal fishing closure Areas where dead turtles have been found (464 total)

Naples 75

Areas where dead dolphins have been found (61 total)

Loop current

Major currents and eddies

100 km

Key West

100 miles

© 2010 MCT Source: NOAA, BP Graphic: Chris Melchiondo, Miami Herald

should be permanently sealed, since they were drilled before many improvements in well design. In mid-May, according to a federal well database, there were three Gulf wells on US leases kept in temporary sealing since the 1950s and another 17 since the 1960s. Leaks in such wells are likely to occur in small volumes that could easily go unnoticed. But federal reports have for years warned that such releases are harmful to the environment. And state and federal regulators have acknowledged that even drained wells can re-pressurize, and some sealed wells eventually leak. The BP leak, the worst-ever in offshore US waters, occurred at a well that the company was in the process of temporarily closing. The accident killed 11 workers and spilled up to 172 million gallons of oil. Federal officials defend their well safety efforts since then, and there have more permanent closures. There were 25,928 permanently sealed wells in mid-May, up 10 percent from 23,468 at the end of the BP spill, according to the AP analysis of federal data.

Michael Saucier, who oversees federal efforts to close idle wells, said in a statement that he intends that “wells with no future use be properly abandoned.” “From the data available,” he said, “it is evident that we are accomplishing this goal.” Saucier’s agency, the US Bureau of Safety and Environmental Enforcement, released data to the AP saying that as of February, only 1,120 wells remained targets of its Idle Iron program to permanently plug wells. There were 3,233 in October 2010—a two-thirds decrease. The number of oil platforms considered idle has dropped from 617 to 266. However, wells on active leases can remain temporarily sealed for decades under this program, as long as there are plans for reuse. Asked about the rules, federal regulators suggested that some permanent sealing jobs would be unwise, because cutters and explosives used to fully sever and bury wells may pose danger to nearby active wells. They said unsafe wells can be ordered to undergo permanent sealing if necessary. Fieldwood Energy Llc. and subsidiar-

ies—Fieldwood Energy Offshore Llc. and Fieldwood SD Offshore Llc.—have 711 temporarily abandoned Gulf wells, more than any other companies, according to the AP analysis. Those wells also include more such wells inactive for over five years than anyone else—419—including seven dating to the 1960s. Mike Dane, a vice president of the private Houston-based Fieldwood Energy, said in a statement that temporary seals act as “vital barriers necessary to ensure a well is safely abandoned,” even without permanent abandonment. He acknowledged that it’s “generally more practical” to wait for full permanent closure until the associated oil platform is removed. Oil platforms often remain in place until leases expire. Even then, the rules let companies take another year to fully seal wells. The pressure on the Gulf is apt to keep increasing. The overall number of wells has increased by 5 percent since 2010: from 50,784 to 53,481. The number of temporarily abandoned wells has risen by 11 percent, from 3,669 to 4,081.

PERSPECTIVE

E4

This development, however, has the potential to wreak havoc and throw into chaos, yet again, what little order has been achieved at the nation’s premier international airport, as inflated volumes of air travelers tax the physical ability of limited infrastructures in place to meet the heightened passenger- service requirements. Such plans of acquiring top-ofthe-class aircraft for the airlines’ long-haul destinations throw into question the ability of the Ninoy Aquino International A ir port (Naia) to deliver the heightened Continued on A2

Auto parts makers gear up for expansion

© 2013 Harvard Business School Publishing Corp. (Distributed by The New York Times Syndicate)

E4 Monday, July 20, 2015

By Lorenz S. Marasigan

ocal vehicle parts manufacturers expect their businesses to pick up due to the interest shown by Japanese firms to increase their investment in the country, after the government approved the grant of incentives under the Comprehensive Automotive Resurgence Strategy (CARS) Program. “Most of the local parts manufacturers are now doing investment plans and pushing through with invitations to their mother companies to come and invest. And a lot of Japan-based companies are looking at local SMEs [small and medium enterprises] to partner with and to make use of facilities in local manufacturing,” said Naer Pizzaro, board member of the Motor Vehicle Parts Manufacturers Association of the Philippines (MVPMAP).

PESO exchange rates n US 45.2000

Pizzaro said the MVPMAP will be convening a meeting on July 24 to review the CARS Program’s implementing rules and guidelines, which are yet to be released. Pizzaro said parts makers are willing to increase production to supply carmakers, particularly those who want to avail themselves of CARS incentives by hurdling the 20,000-unit volume requirement of the program. “The major hurdle is for OEMs [original equipment manufacturers] to meet the volume. Some parts manufacturers have the capacity to meet the requirements, while others are willing to invest to meet the volume. It will depend on the plan of the OEMs,” Pizzaro said. The local parts-manufacturing industry can produce, for example, big stamping parts for automobiles, but only through a manual process,

he said. “The plans for investment will depend on the localization of the OEMs and the qualifications for that. But we’re positive, and their taking advantage of the CARS Program will benefit us.” MVPMAP President Ferdinand I. Raquelsantos, in a previous statement, expressed optimism that the CARS Program will address the industry’s technical issues, such as the absence of testing facilities. “The great majority of parts makers belong to the SMEs of around 265 companies. This segment sorely lacks resources in research and development and, thus, their prices are not competitive in the Asean region. In the development of auto parts and components, testing the product becomes the handicap of parts makers due to the high investment cost in putting up these testing facilities,” Raquelsantos said.

special report

DO YOU STILL SHOP IN A‘PALENGKE’? 7 OF 10 PINOYS DON’T By Mia Mallari & Marionne Lopez

Special to the BusinessMirror

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First of three parts

indo Reyes looked forlornly at the stall in the Imus Public Market in Cavite that once provided for his family. Unoccupied for months, Reyes said he has decided to shutter his business than suffer more losses, as many of his regular customers no longer buy goods from him. This predicament is also being experienced by vendors in other public markets. In a survey conducted by the BusinessMir-

ror, 100 out of 153 respondents, or nearly 70 percent, said they prefer buying groceries in supermarkets rather than in the public market. In an interview, Reyes said the family acquired their stall in the Imus Public Market in 2001. The business flourished until 2009, when sales dwindled and they started feeling the pinch. Before the prevalence of convenience stores and supermarkets, Reyes said the public market will be teemed with shoppers before noon. Now, the buyers are gone and their suki, or regular customers, Continued on A2

building sustainable communities Ayala Land Inc.’s commitment to building

sustainable communities has earned for it a special recognition for corporate social responsibility at the recently held Philippines Property Awards, a part of the Asia Property Awards, which, for 10 years now, recognizes leading companies and professionals in the realestate industry across the region. In photo are (from left) Sustainability Manager Anna Maria M. Gonzales; Planning Group Head Arturo G. Corpuz; Chief Finance Officer Jaime E. Ysmael; Human Resources and Public Affairs Group Head Emilio J. Tumbocon; and Community Relations Manager Joy S. Sanciangco.

n japan 0.3652 n UK 70.6973 n HK 5.8322 n CHINA 7.2795 n singapore 33.1038 n australia 33.3481 n EU 49.4850 n SAUDI arabia 12.0524 Source: BSP (16 July 2015)


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