Navigating Change: How Technology Can Power European Business Transformation

European organisations face a challenging 2025 with an uncertain socio-economic backdrop but there are also incredible opportunities being delivered by the latest technologies, explains Shusuke Aoki, new CEO & Managing Director at Panasonic Connect Europe. Now is the time to be bold and grasp that technological opportunity.

Over the past 14 years, I have had the privilege of living and working in Europe, experiencing first-hand the evolution of its business landscape. The socio-economic climate today is one of the most complex and uncertain that I have experienced during this time.

European businesses are navigating geopolitical tensions, energy and price volatility and ongoing supply chain disruptions, as well as labour shortages. But within these challenges lies immense opportunity - opportunity that can be unlocked by harnessing the right technology, combining it with deep industry expertise and executing transformation in a way that makes a real difference to organisations and its customers.

Adaptation is essential

2025 presents a landscape where adaptation is essential and that can be a catalyst for transformation. The businesses that embrace innovation by leveraging AI, robotics and smart connected solutions - will be the ones that emerge stronger and more competitive.

Technology as the Engine of Transformation

The good news is that we stand on the brink of a technology-driven revolution. Advanced solutions are now available that can fundamentally change the way industries operate. We are committed to helping businesses and public sector organisations harness these technologies to drive efficiency, productivity and resilience. Let me give you some examples:

Manufacturing: Smart factory solutions, robotics and automation are transforming the production landscape. By integrating advanced AI and edge computing, manufacturers can create more efficient, adaptive and intelligent operations - from component receipt to production and final distribution.
Logistics and Supply Chain: AI-powered analytics coupled with sensor-based edge technologies are helping logistics companies optimise delivery networks, reduce waste and ensure supply chains remain agile and resilient.
Mobile Workforces: Rugged mobile computing solutions, such as our TOUGHBOOK range, are driving new levels of productivity and operational efficiency across industries that depend on field-based teams.
Media, Entertainment, and Corporate Sectors: The way organisations collaborate, communicate and engage audiences is evolving. From AV solutions that enhance live experiences to broadcast and collaboration tools that improve remote workflows, technology is redefining how businesses connect with employees and customers.

These examples represent just the beginning. The real power of transformation comes when we combine these technologies with deep industry know-how - integrating AI, edge computing and robotics into real-world solutions that deliver tangible value. And that’s precisely the task of our European Research and Development team, launched last year.

Collaborating closely with Panasonic Connect’s global R&D department of nearly 300 developers, the European team partners with industry leaders to create innovative supply chain solutions. In cooperation with Panasonic subsidiary Blue Yonder, it focuses on developing next-generation AI-based cyber-physical systems, leveraging four core areas of Panasonic expertise: AI and Computer Vision, Sensing, Simulation and Robotics.

Collaborating for success

In many ways this collaborative approach reminds me of when I returned to Japan 20 years ago, after completing my job assignment in the USA and settled down in the scenic beach town of Hayama, Japan. I used to surf but when the waves were not ideal, I found another pursuit in outrigger canoeing. This traditional Polynesian watercraft requires six paddlers to work in perfect harmony, each playing a unique role.

These lessons have shaped my approach to business leadership at Panasonic Connect Europe. In today’s challenging business environment, it’s no longer enough to be a manufacturer of innovative technology – a lone rower. Success comes from being able to combine industry and technology understanding into a collective solution, just like the combined power of the rowers on the outrigger.

As European businesses adapt to the new world, so will Panasonic – helping to drive their transformation with innovation.

One such innovation is in the Retail sector, where we are helping European fresh food sellers radically reduce some of the 60m tonnes of waste a year by transforming the way they manage Fresh Food Markdown. Panasonic has integrated advanced Electronic Shelf Label (ESL) technology with Blue Yonder’s AI-powered supply chain software, the retailer’s Point of Sale (POS) system and its signage solution to offer a smarter, faster and more accurate way to address the challenge of food reaching its sell-by date.

The Future of Panasonic Connect Europe: Partnering for Success

As we look ahead, our mission remains clear: to be a trusted technology partner for businesses across Europe. Under my leadership, Panasonic Connect Europe will continue to evolve, focusing on:

Delivering powerful B2B technology solutions that blend AI, automation and edge-of-network technologies with industry expertise.
Developing and expanding partnerships to co-create solutions tailored to the unique challenges of each sector.
Enhancing customer engagement through initiatives such as the Panasonic Customer Experience Centre, where businesses can explore and test transformative solutions first-hand.
Providing first class customer service and support with our experienced service centre teams in Cardiff for the UK and Budapest for mainland Europe.

My career has taken me across three continents, leading teams in business transformation, turn-key solutions, system engineering and marketing. Each role has reinforced a fundamental truth: the challenges that businesses face are as much about change management as they are about technology adoption. This understanding will shape my leadership approach in the role of CEO of Panasonic Connect Europe.

For business leaders looking to embrace the future with confidence, we invite you to engage with us. Visit our Customer Experience Centre in Munich or our Business Solutions Centre in Wiesbaden to see how technology can help navigate today’s challenges and seize tomorrow’s opportunities. Together, we can shape the future of business in Europe - one that is smarter, more resilient and ready for the road ahead.

Navigating Change: How Technology Can Power European Business Transformation

Adaptation is essential

Technology as the Engine of Transformation

Collaborating for success

The Future of Panasonic Connect Europe: Partnering for Success

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