Taiwan embraces digital technology in education and culture – OpenGov Asia



This is the second part of a two-part series. Read part 1.

OpenGov Asia had the opportunity to speak exclusively with Simon Dale, Managing Director, South East Asia at Adobe. For over 30 years, Simon has worked for and with innovative technology companies in Europe, Asia-Pacific and Japan, primarily in sales leadership roles. He specializes in launching and growing new businesses in the field of enterprise software.

While the use of technology in the public sector is not new, it is becoming increasingly important to adopt a more citizen-centered perspective. Simon believes that agencies must be willing to directly serve and engage with citizens in real time. It requires a paradigm shift in thinking followed by a strategy that would allow it.

Adobe’s digital transformation is a prime example. Ten years ago, Adobe sold software (in the form of packaged discs) to distributors who then sold it to customers. Today, Adobe customers can access the company’s website, purchase the product, and download the software directly to their device. To facilitate this, Adobe had to change the way it thinks, develop a strategy and put in place infrastructures and systems.

Simon encourages governments to understand the importance of the citizen experience, which is very different from the customer experience. Government agencies need to manage the citizen experience from the perspective of a life course divided into specific stages, organizing its content and channels to align appropriately. Such a conception can only be based on understanding – when governments recognize what every citizen needs at a particular stage or season of life. Adobe’s 2021 Public Sector Trends Report shows empathy is key to designing and implementing truly citizen-centric services.

Adobe offers a five-step customer journey: Discover, Try, Buy, Use, and Renew. When customers first visit Adobe’s website, the company has limited information. Every time a customer returns to their site, explores and / or uses Adobe products, a broader and more complete picture and understanding emerges. In most cases, big data analytics can be used to assess data to enable personalization, but artificial intelligence (AI) can accelerate this process.

Basically, when citizens engage with government in the digital space, they want relevant content and an easier experience. Agencies must anticipate the needs of citizens and respond to them with adapted content, send more timely and relevant information, as well as streamline the experience on their digital platforms. Adobe is perfectly positioned to help.

Throughout the pandemic, Adobe worked with the US and Australian governments to expedite communications on the status of the COVID-19 outbreak, critical updates and information, measures in place. This was critical to managing the government’s response during the pandemic and allaying escalating concerns and managing expectations.

The accelerated adoption of new technologies to improve the digital customer experience (CX) has been made possible through strong public-private partnerships. Surprisingly, Adobe has partnered with the 50 US states to power their digital modernization through Adobe Experience Cloud and Adobe Document Cloud. Partnerships exist between individual agencies at the state, county and city levels.

Good examples are Adobe’s work with the US Census Bureau and the Centers for Disease Control and Prevention (CDC), in terms of content management. The Census Bureau used Adobe’s experienced manager to create a digital base for the online census. Likewise, Adobe has partnered with the CDC to orchestrate multi-channel communications with millions of citizens with up-to-date information on the COVID-19 emergency.

Citizens’ expectations are strongly influenced by the distribution and finance sectors. Ease of doing business which encompasses many options and easy transactions is what people demand now. Simon believes that an “add to cart” experiment is possible in some areas of the public service.

Accelerated by the pandemic, governments have had to provide certain services without physical contact. If they build on this, citizens should be able to collect certain services and deposit them in an “exit basket”. Services related to things like renewing a driver’s license, applying for a marriage license, or obtaining copies of various certificates are all possible.

Using platforms like Adobe Experience Cloud, governments around the world are revamping their online presence, making it easier to navigate their websites and apps, ensuring content is personalized and updated in real time and create intuitive forms that work on any device. Adobe Document Cloud helps optimize internal document workflows and Adobe Sign powers the entire electronic signature process, reducing time spent on tasks such as claiming benefits and dramatically reducing paper waste.

Indeed, Adobe is not only a supplier of a technology, but a long-term partner for business applications whose values ​​are based on technology. Adobe’s perspective allows governments to immediately adopt best practices in citizen experience rather than creating technologies from scratch or spending money on technologies that won’t be useful. Government agencies can focus on their tasks and embrace technology that will accelerate their digitization.

The concept of democratizing digital decision-making for the public sector is vital for long-term development. The democratization of data does not mean that everyone has access to all data. The idea is to provide access to the information that decision-makers need, relevant to the level at which they operate and limited by the sensitivity and use of the data.

The point is, the public sector collects large amounts of information about citizens, but it has to be careful who has access to it. Agencies get data about people from their websites, which includes what they are looking for, what services they have received, and any issues or concerns they have. Every government employee who influences or decides on these interactions and content should have access to this citizen information, bound by the right level of privacy compliance and data protection.

It can help them rethink, reinvent and redesign the content they publish, how they can improve and what they need to do to better serve their citizens. In this context, democratization means giving all those who contribute to the “last mile” increased access to the information they need, so that they can understand where they fit in the process.

It’s analogous to conversion and retention in marketing, which Simon says provides an argument for more government officials to have access to the right level of data. Better information enables faster conversion and better retention of customers, in this case citizens. Richer data sets made available to them allow them to improve the citizen journey.

That being said, the democratization of data must be managed through strong data governance, compliance policies and security measures. Adobe takes security and regulatory compliance seriously. It can take data collected from citizen interactions – anonymous and authenticated – and use applications to enable decision makers to analyze that data for a variety of purposes.

Simon is confident in Adobe’s ability to make the world a better place with its digital offerings capable of meeting the vast and growing needs of the public sector. Designed for easy deployment, compliance, and management, Adobe tools, applications, and services can be tailored to meet the specific needs of each department.

He firmly believes that digital information is of no value if it is not actionable. Systems, solutions and technology must drive decisions that improve the lives of citizens through all digital services. Simon is optimistic that technology will continue to drive the quality of life and digital experiences of citizens around the world.

This is the second part of a two-part series. Read part 1.



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