The evolution from paper-based to electronic processes, and now to digital, is part of the natural change which is happening across all industries.

As it was impossible for an organisation to continue operating with papers without using computers, the Internet and electronic forms in the late 20th century, it is now impossible for organisations to survive and succeed without moving into a digital economy in this century.

Digital transformation is the mechanism to move to the next level of the evolution, by leveraging the new emerging digital technologies and identifying new digital business models. This creates new values of products/services, prices, customer experiences and platforms. Every organisation must adopt the digital transformation to create the market disruption otherwise it will be disrupted by others and, ultimately, might be put out of business – which is exactly what happened with Nokia, Blackberry, Kodak and many others.

This course will let attendees understand the true meaning of digital transformation. They will learn and think about the strategy and execution of digital transformation and the necessary elements to succeed. Trainees will be exposed to the Transformation, Holistic, Response, Innovation, Value, Enterprise (THRIVE) approach and the clear structured roadmap of digital transformation.

Additionally, this course will enable delegates to understand how to create a new digital business model to offer new business values that disrupt the market.

Digital transformation is not an option or choice; it is a destiny for all organisations.

Prof. Dr. Samir El-Masri
Certified in Digital Business Transformation Management

Prof. El-Masri has recently been selected by the Silicon Valley-based Engagement Alliance of Science & Technologies (EAST) among the top 50 world experts in Artificial Intelligence, Digital Transformation and Blockchain to work on future global projects.

Prof. El-Masri received his Electronic Engineering Degree (1993), his Software Engineering Master’s Degree (1994) and PhD (1997) from Grenoble National Polytechnic Institute (France).

He worked at Hokkaido University (Japan) from 1998 until 2001, leading the development of an advanced software system project for telecommunications companies NTT and DoCoMo, and he was Assistant/Associate Professor at University of Western Sydney (Australia) from 2001 until 2006.

Prof. El-Masri worked in the IT industry as a Senior Project/ Programme Manager in leading IT consulting companies in Sydney, Australia from 2006 until 2009. He was a Professor and Senior eHealth Industry Consultant from 2009 until 2014 at King Saud University (Saudi Arabia). He also has more than 100 published research papers on advanced digital technologies in international journals, books and conferences.

Prof. El-Masri worked for General Electric (GE) from 2014 as a Senior Regional Director for industrial, internet and digital projects in the MENA region until 2017. He is certified in Digital Business Transformation Management, Blockchain, and PRINCE2, and he now works as a Senior Consultant, Expert and Professional Trainer in Digital Transformation, Artificial Intelligence, Blockchain, Big Data Analytics, Data Science, Machine Learning, Cloud Platforms, and Internet of Things (IoT) – helping organisations from all industries with digital transformation and the new emerging digital technologies in the MENA region.

In addition to English, Prof. El-Masri speaks Arabic, French, and can also communicate in Japanese.