In the interview with Carsten Bieker, Managing Director of edv-anwendungsberatung zühlke & bieker GmbH (zubIT)

The IT application consulting company zühlke & bieker GmbH (zubIT), based in Recklinghausen, follows a consistent corporate philosophy with a clear focus on individual software development in a well-selected combination with standard software solutions. Over the last 27 years, the company has gained experience particularly in the SME sector, across all industries. Solutions are usually created individually for ERP/business management, production, warehousing, CRM and increasingly also for “Business Intelligence”. In an interview with Carsten Bieker, Managing Director of zubIT, we discuss the challenges of digitalization for SMEs, new technologies for companies and what it means to implement a best practice.

DIGITAL FUTUREmag: Mr. Bieker, digitalization can no longer be stopped. Either get involved or lose out. That is the clear motto currently being read in all specialist magazines. Why do you primarily recommend that SMEs focus on individual software solutions?

Carsten Bieker
It is not about individuality, but about finding solutions that best support the company and are tailored to it. Our solutions are based on scalable standard technologies that can be quickly adapted and expanded.

DIGITAL FUTUREmag: Can this help companies to develop unique selling points?

Carsten Bieker
For us, it is important that the solutions we propose are successfully implemented in the company. This is the sole benchmark for us as to whether a project is successful – and we do a lot to achieve this. It is important to involve employees, implement solutions quickly based on standard technologies and adapt them to the company's requirements. This also keeps costs under control.

DIGITAL FUTUREmag: For every company, digitalization is a major challenge. Do large companies have it easier here, as they can perhaps delegate responsibility to their own department?

Carsten Bieker
Large companies naturally have significantly more resources at their disposal—both in terms of budget and manpower. However, responsibility for digitalization cannot be delegated; it is a strategic decision that requires the involvement of senior management. This is precisely where SMEs have a strength: decisions can be made more quickly, and there is often still a sense of personal accountability that matters. If you assemble a strong, agile team of knowledge carriers within the company and IT experts who not only understand and advise on the customer's business processes but can also implement them, SMEs are very well positioned. The expertise across many industries, combined with our strong implementation capabilities and willingness to take responsibility at the customer's end, is what sets us apart. In such—often small—teams, SMEs can implement a lot and leverage the opportunities of digitalization.

DIGITAL FUTUREmag: Your company is very broadly positioned in terms of solutions. The reference list includes companies in the chemical, plastics distribution, and logistics sectors. In your opinion, what distinguishes successful companies when it comes to digitalization, and what role do new technologies play in this?

Carsten Bieker
There are two perspectives here: the internal view of employees and the external view—how does my company present itself to its customers and suppliers? Does digitalization lead to adjustments in the business model? Where are the risks, and where do the opportunities lie?

Internally, every company faces strong pressure to optimize processes and minimize non-value-adding efforts. Added to this is the skilled labor shortage, which affects SMEs even more than large companies. To address this, companies must develop a digital leadership mindset: How can I empower my employees to make better and faster decisions? Where can I automate processes? How can I quickly and competently respond to customer and supplier inquiries? The use of new technologies is not an end in itself; it must always consider both the employee and the customer and supplier perspectives.

If a company prioritizes the interests of its customers and suppliers, this also leads to a competitive advantage that fosters customer loyalty. However, it is important to note that digitalization has significantly raised expectations. What customers already experience in their private lives—fast delivery, competitive prices, direct communication, and (hopefully) qualified responses and support—is what they expect in B2B as well. Companies must measure themselves against this and align accordingly. It is also crucial to assess whether new technologies create new business opportunities or whether existing—previously well-functioning—models are at risk due to these technologies, potentially leading to disruption where entire business areas may disappear in the future. Companies must evaluate this and take appropriate action if necessary.

DIGITAL FUTUREmag: To achieve real best practices, effort is required on both sides. In the area of programmers, but also in the area of users, who may need to rethink processes in the company in a new and digital way. What three elements can you name for a successful best-practice solution?

Carsten Bieker
First of all, it's about being open to new things and being able to rethink existing ones. Then it's about delegating responsibility to the employees involved and having them take on that responsibility. As a third point, a company needs a partner it can trust, who can advise the company in an unbiased manner, taking into account current technologies. There are also many initiatives from the federal and state governments, e.g. the Digital Hubs and Competence Centers, which companies can use free of charge. Despite all the affinity for technology – you may have noticed – it ultimately comes down to the people involved.

DIGITAL FUTUREmag: We are currently experiencing extreme pressure on IT security in the SME sector. Attacks in the form of criminal extortion are increasing. What recommendations do you have from your experience on how SMEs can best protect themselves?

Carsten Bieker
There are certain basic measures that a company must take to protect itself as best as possible, although 100% protection does not exist. The company must be aware of its risks and define what is particularly worth protecting and how, if necessary, the measures are in the event of a security incident in order to be operational again as quickly as possible. The fact – as stated in the recent EMOTET incident at the Berlin Higher Regional Court, that from 2020 (i.e. in 3 months!) companies will probably be back online, is something no company can afford. Yes, these measures do cost money, but today they are part of normal entrepreneurial risk management, such as occupational health and safety, quality management and liquidity safeguarding. A good partner who helps the company with risk assessment and secures appropriate measures is also important for SMEs. Employee participation and training (awareness) is also very important.

DIGITAL FUTUREmag: What role does data protection play in this?

Carsten Bieker
The preamble to the GDPR states that it serves to protect natural persons with regard to the processing of personal data AND to ensure the free flow of data. The idea that the GDPR destroys entire business models and hinders normal companies is a scare tactic and often just profiteering. I am absolutely convinced that personal data can be protected in a meaningful way without excessive bureaucratic overhead in companies. It is good to have a partner with practical experience – and, sorry – not a lawyer.

DIGITAL FUTUREmag: At the upcoming Digital FUTUREcongress on 5 November at Messe Essen, you have been chosen to be the topic sponsor for Stage 3 due to your experience and expertise over the years. Congratulations on this! What key areas will you focus on during your moderation?

Carsten Bieker
The goal is to highlight the aspects in each presentation that are relevant to businesses. Companies should be able to directly identify starting points they can pursue further within their organizations. I am looking forward to the various, and certainly diverse, topics and speakers.

DIGITAL FUTUREmag: Thank you very much for this exciting conversation. We look forward to an intensive and fantastic Digital FUTUREcongress with you on 5 November at Messe Essen….