Digital transformation is disrupting the business model of every industry. Digitization is here to stay so organizations should consider treating it as a long-term investment. In the near future, it is difficult to imagine any company not involved in some way in digitization and digital maturity will become the key to competitive advantage. While pure play digital natives grab headlines for their growth in the platform economy, traditional companies with a long commercial history are also embracing digital transformations. The new evolving ecosystem facilitated by connectivity, interactivity and data gathering presents an opportunity to create new value propositions. Growth for organizations in the 21st century is more likely to center on creative recombinations of people, process and technology, something digital transformation encapsulates. In this panel discussion, we will discuss how Dell and Canon Europe are rearchitecting their ecosystems in the new world.