CESIM intro English

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Jumpstart Your Saudi Managers’
Career and achieve better business
results
CESIM Business Simulation
Multiple customized industry sectors; Banking, Telco, Power, Marketing,
Services, General & International Management, Hospitality.
http://ashraf-osman.com Author : Ashraf Osman, 2013

Introduction
Saudization or job localization in Saudi and other GCC countries has been an ongoing
challenge for quite some time. The employment pyramid has 3 levels:
1. Performance level (technical, administrative, service jobs).
2. Middle Management or departmental (decision making and HR skills).
3. Senior Management (strategic and financial decision making).
The base of the pyramid (performance) witnesses a lot of ongoing efforts and
initiatives on both training as well as regulatory fronts, however the middle and senior
management represent a different challenge.
Decision making is the result of training, coaching and real life experience, taking
wrong decisions and making mistakes is inevitable as well as costly.
The cost could be loss of profits, market share, or worse losing organization’s
reputation. The only way to avoid this is to include “Business Simulation” in the Saudi
managers qualification program.
Author : Ashraf Osman, 2013

Introduction
Business simulation gives the participant the following benefits :
1. Actual use of learning content
2. Immediate use of subject matter knowledge
3. Work closely with others
4. Compete against real people
5. Engage human emotions (discuss, apply, review, compete, etc..)
Above all, it is a safe environment to practice real life situations, compete against real
people. You take decisions that will affect your company and see the immediate effect
on your P&L statement and balance sheet.
This presentation is about what I consider the best player in the field of Business
simulation (CESIM). I have been in GCC countries for 20+ years and know the
challenges they face in localizing as many jobs as possible and I confidently believe
that Business Simulation is a great tool to expedite the building of qualified Saudi
decision makers.

Introduction
CESIM is a Finnish company that started
developing business simulations since 1996.
In my opinion they have the best multi-lingual,
multi industry, customizable portfolio of
business simulators in industries as Banking,
Telco, Power, Marketing, Services, General &
International Management, Hospitality.
Now relax and enjoy the presentation

What is “Simulation”?
• The imitation of the operation of a real-world
process or system over time.
• Used to show the eventual real effects of alternative
conditions and courses of action.

Why “Simulation”?
Simulation is used when the real system cannot be
engaged, because it is:
 Not accessible
 Dangerous
 Unacceptable to engage (costly)
 Being designed but not yet built

Information Retention Rate
0
20
40
60
80
5 10 20 30
50
75 80
Retention rate
Source: NTL Institute for Applied Science

History of physical simulation

Benefits of Physical Simulation
• Personnel and equipment safety
• Financial risk avoidance
• Actual use of learning content

Business simulation

Benefits of Business simulation
• Actual use of learning content
• Immediate use of subject matter knowledge
• Work closely with others
• Compete against real people
• Engage human emotions
(discuss, apply, review, compete, etc..)
• Ability to instantly see the quantitative impact of the
qualitative decisions (taking bold decisions and see the
impact on profitability).

What today’s leaders want
• Training content that is :
– Helpful
– Engaging
– Applicable
– Challenging
– Contemporary

Engaging ?
• What is your reaction if the police tells you:
1. “There is a violent criminal loose in your country”
2. “ There is a violent criminal loose in your city”
3. “ There is a violent criminal loose on your street ”
Engagement increases with the possibility of direct impact.

Simulation and Game Theory
• Creating successful Sims requires balance between:
– Business acumen
– Learning acumen
– Technical acumen
• A good business simulation should make the
participant:
– Highly engaged
– Learn a lot about the subject matter
– Not distracted by technology
– Should be run by experienced facilitators

Game theory
Source: Using Business Simulations and Serious Games by Hugh Hunter

What happens in a simulation
1. Participants read the setup and background (case).
2. Participants make decisions within their teams.
3. Participants see results in the form of a winning
metric( s).
4. Participants make more decisions to try to better
their positions against the other teams.
5. At the end, there is a placement of team
performance. There are clear winners and losers.

Simulation types
Simulation type Engagement Strategic
Application
Corp. Cultural
Awareness
Development
Complexity
Human vs. Computer Medium-Low Medium Low Medium
Human vs. Human High High High High
Off the shelf Low Low Low Low
Tailored High High High Medium
Customized High High High High

How Children Learn
No Risk
No Fear
Don’t care if they look ridiculous !
Talking
Trying
Playing
Asking
Agree/di
sagree
Children
learning

How Adults Learn
Adult
learning
Want to use what they know
Wonder why they’re here
Resist & resent
Want to feel acknowledged
Then finally start learning !
• Risk
• Fear
• Self-Image

Adult Learning Using Business Simulation
Want to use what they know
Adult
learningWhy should I learn this?
Resist & resent
Want to feel acknowledged
Start of learning
• No Risk
• No Fear
• Immediate use of subject matter
• Self-actualization through competition with real people
Trying
Talking
Asking
Agree/di
sagree
Playing

CESIM Simulations
Company
Presentation

Cesim business simulations
• Our Vision
We are changing
the way people
learn practical
business skills.
Cesim Sales Team

• Company Milestones
1996 2011
Cesim is
founded
& first custom
simulation
is developed
Cesim opens
subsidiary
in Italy
Cesim launches
world’s first fully
browser-based
simulation
in the US
Cesim launches
first customized
online simulation
for a global
corporate
program
Cesim makes its
flagship product
available in
Chinese, Portugu
ese, Spanish, Fre
nch and Russian
More than
100,000
users on the
Cesim
platform
1999 2002 2005 2008 2010
All Cesim
simulations
become iPad
compatible

• Cesim Worldwide Cesim Direct Sales
Force Area Coverage
Cesim Partner network
Area Coverage.

• Our Promise
• Our solution enables your employees to understand
what drives the profitability of the firm and helps
develop a shared mindset of the elements
contributing to the firm’s competitive advantage.
• Your company will achieve results more effectively
by aligning your employees with the strategic
objectives of the business.

• Our PromiseWhat We Offer What Participants Will Have How Company Benefits
✓ State-of-the-art Customized
Simulations
✓ Industry-specific
Simulations
✓ Multiple Delivery Methods
✓ Train-the-trainer Program
✓ Customer Support
✓Holistic Business Mindset
✓Fact-based Decision-Making
Attitude
✓Thorough Understanding of
What Drives Profitability
✓Improved Cross-functional
Teamwork Capability
✓Collaborative and Fun
Learning Experience
✓ Better Strategic Alignment
Within The Organization
✓ More Effective Use of
Capital
✓ More Effective Use of
Human Resources

• The Cesim Platform
✓ Browser-based & Compatible
• (is completely web based so there is no need for software installation)
✓ Scalable & Flexible
• (allows any number of participants & makes distribution of learning materials
easy)
✓ Realistic
• (the simulations reflects real world business challenges and results)
✓ Online
• (has integrated tools that allow participants to play in multiple formats)
✓ Multilanguage
• (supports playing the simulations in any language)
✓ Modular
• (makes the repurposing of the simulations for different target groups easy)
✓ Measurable
• (enables detailed results analysis and participant activity monitoring)

• Reference Works
Client: Vodafone Italy
Vodafone Italy is a leading
operator in Italy with 8000
employees and 30 million
customers
Industry: Telecommunications
Project Goal: To develop
business-acumen, cost-
consciousness, and financial
literacy amongst employees
Implementation: Cesim delivered
a customized telecom operator
simulation in Italian and English
and conducted workshops for
approximately 2000 employees

2
• Reference Works
Client: NH Hotels
NH Hotels is one of the main hotel
chains in Europe and it operates
400 hotels across
Europe, America, and Africa
Industry: Hospitality
Project Goal: To develop a shared
mindset among hotel managers and
improve their ability to translate
group-wide strategy into action
Implementation: Cesim delivered a
customized hospitality simulation in
English, Spanish, French and Italian.
It also conducted train-the-trainer
workshops for the client’s internal
trainers, who then delivered the
training for a total of 400 managers
globally

3
• Reference Works
Client: Intesa SanPaolo
Intesa SanPaolo is the leading
bank in Italy and among the top
banking groups in Europe with
approximately 7000 branches in
its network
Industry: Banking
Project Goal: To help cultivate
fact-based management culture,
develop analytical skills, and
create awareness about the
current banking operating
environment
Implementation: Cesim
designed a customized banking
simulation that will be used for
about 300 bank managers
during the first half of 2013

Author : Ashraf Osman, 2013http://ashraf-osman.com

http://ashraf-osman.com Author : Ashraf Osman, 2013

3
More information from Veijo Kyosti (Managing Director)
veijo.kyosti@cesim.com
+358 405 045 116 www.cesim.com

LOGO
Ashraf.osman@smc-i.com
http://ashraf-osman.com

CESIM intro English

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