Session 3: Success stories - Perspectives from the ground

Session Moderator: Ms Ylva Berg, CEO, Business Sweden asks the speakers to share their real life stories from the Southeast Asia region.

Mr Johan Adler, Vice President and Head of Government and Industry Relations at Ericsson

“Unearthing of a hidden gem.”

Ericsson celebrates 140 years as a company, and has operated in Asia for almost that long. In 2011 Ericsson reestablishes its presence in Myanmar after a 20-year ban. Myanmar is considered a Green field market, one of the last, a Nation of Creation, very little was functioning. Mr. Adler´s role was to establish relationship and to investigate when Ericsson could possible start their business there again. 2013 Mr. Adler was able to establish a Legal entity – Ericson Myanmar and start a major roll out. Everything had to be done according to Ericsson policy and human rights guidelines. Finding talents proved to be a challenge. Scanning, selecting and finally recruiting students from the local universities led to employing 50 local talents, where 20 percent were female. 2013 Telenor was awarded the telecommunication license and Ericsson became their technology partner. So far 4000 base stations have been set up.

Mr. Adler stresses tree pillars to consider when working in Myanmar:

• Long term commitment
• A business case you believe in
• Funding and financing to survive and persevere
• Understanding of cultural background and commitment to local society

He finally says that Myanmar is a market that has great potential and there is great business opportunities for the future for all companies that invest there now.

Ms Marie Sjödin Enström, Managing Director of Scania Southeast Asia talks about the challenges of staying true to your company´s core values. Scania celebrates 125 years and has been in the region since the early 70’s. One of our core values is: Customer first! The challenge is to find partners that are interested to work the Scania Way. It requires a lot of groundwork. Our focus is talent and leadership driven and to understand how to lead in different environments and still stay close to our core values. We need costumers to trust our products as well as our organization. Relationship and long term premium product comes with a premium price. We want to sell value but here customers look at discount.

Ms. Marie Sjödin Enström finally says, “Fight for me means not to give up. You persist with your values and work with the customers to help understand the value in long term business investments. The challenge is finding talent. Scania recruits on attitude and train for skills. New technology is coming and we need to be in every state in different markets to meet different needs.”

Mr Peter Fogde, Manager, Stora Enso Laos Co.Ltd. is based in Laos and talks about his perspective there. He explains: “Laos presents a business opportunity behind every bush, and there are a lot of trees, that I have to cut down first.“

Sweden is world leader in forest plantation industry. Laos has great opportunities; we can harvest 1 million cubic meters and generate billions of dollars. 100 000 jobs that could be created, 1-billion-ton lumber could be transported but it still remains 15 years before it happens. Stora Enso plans are long term and started its journey 2005, and have so far planted 3 to 4 thousand hectares, which is not a lot. The greatest challenge to our business in Laos is the battlefield clearings of left over bombs. This part is costlier than planting trees. For successful business Peter relies on 6 pillars and his secret weapon – Happy farmers!

1.Bottom up land acquisition

2.Let the farmers grow rice in between the trees to be able to earn an income

3.Battle area clearance

4.Creating new jobs

5.Funds for village infrastructure

6.Fee to the government

Ms. Ylva Berg concludes that to do business in Asia has to be a very long-term investment also in society and people.