- il y a 18 heures
The Gamification of Delivery
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00:00Hi everyone, I'm David Barou from the French newspaper Les Echos
00:03and it's my pleasure to welcome on stage today Maya Rogers, who is the CEO of Tetris
00:08and on my left, Philippe Vallou is the CEO of La Poste.
00:11The movie spoiled almost everything, but there are still a few more details we can talk about.
00:16Instead of taking a long time to introduce yourself, I'm going to ask you to introduce yourself
00:23but maybe give us a few figures.
00:26Everybody knows Tetris, everybody knows La Poste
00:29but I'm not so sure we know how big, how influential,
00:33what are the few metrics that we should have in mind when we think about Tetris and La Poste.
00:38What could be a good summary of Tetris in a few figures, Maya?
00:43Sure, so I think the video mentioned, but Tetris was created in 1984
00:47and in fact June 6th, we just celebrated our 41st birthday
00:52and today we're everywhere. Everywhere where there's a game to be played, Tetris is on it.
00:57Today we have over 1 billion games played per year and we've sold 520 million physical units,
01:06which doesn't include the downloads that have surpassed that.
01:10And the company itself, is it a big company, a small company, is it just you and a few software
01:16engineers?
01:16How does it work?
01:17We're a licensing agency, so the management team is very small
01:22but we have hundreds of people that support the brand throughout the world,
01:26so we're a huge brand with a tiny mighty team.
01:30Philippe, La Poste, everybody knows La Poste in France, but in a few figures, how big is La Poste?
01:37What is the total number of maybe partials and letters that you still deliver every day?
01:41Yes, she just spoke about 84. The key number for us is 77, but 77 for 14th century,
01:55which does mean that La Poste is here for six centuries now. We are 230,000 people and our first
02:07business became parcels.
02:11We are now a parcel company, and parcels is 53% of our turnover. And we are with parcels present
02:23in 60 countries,
02:26so it's a very largely diversified company, international acting, so we have changed a lot the business model of La
02:38Poste.
02:39I know that the business of letters is declining. We send less and less letters, more and more emails,
02:44but we send more and more parcels. Do you have in mind how the market has been growing for parcels
02:51in a country like France
02:52in maybe the last 5, 10 or 15 years? It became quite common.
02:58I think that firstly on the traditional letter market, it has grown by two-thirds, which is impressive.
03:08And the parcel market has doubled for the last 10 years, even if today the situation is not so good
03:17because of the economic crisis and because of uncertainty about the geopolitical situation we have seen this morning.
03:28But it is growing and e-commerce is growing, so it's very important to be able to deliver as efficiently
03:38as possible.
03:40When you were a company delivering mostly letters, you had small cars. Now that you're delivering parcels, does it mean
03:47that you need to have bigger and bigger trucks?
03:49No, we are also delivering the last mile with small cars, with bicycles, with cargo bicycles, all electrified. But we
04:04also need a lot of trucks doing the business and the uproad business.
04:11So we need more space because parcels need more space.
04:19You mentioned that Tetris was launched in 1984. Some people in that room were not even born, I guess, in
04:271984.
04:28And the video game industry has really changed. It was one of the pioneers of the video games. There was
04:36Tetris and mainly that's it for a long time.
04:40How have you been able to adapt in this new universe of gaming?
04:47I think, first of all, when Tetris was created, Alexey Patrinov, the inventor, the creator of Tetris, he made the
04:54perfect game.
04:55He made the game that anybody can play, easy to get into, but difficult to master.
05:00And that game, when it was launched, people thought it was a retro back in 1984.
05:07And we laugh at that now, but in fact, it was the perfect game.
05:11So I think that is the number one reason why it's so relevant today.
05:14We make sure that Tetris is available wherever electronic games are played and people are going to always play games.
05:21So that is another reason why we've stayed relevant.
05:24And today we've gone beyond, right, it's not just video games, but we're making Tetris a lifestyle.
05:31Three years ago, we had a TV, Apple TV launch of a movie called Tetris.
05:36And it was the story of Hank Rogers, who happens to be my father, and Alexey Patrinov,
05:42and how they found each other and how Tetris became this global phenomenon.
05:46It was two people from very different backgrounds coming together with a common language for the love of a game
05:52called Tetris.
05:54Without spoiling the movie, can you tell us maybe for the first time your dad was living in Japan at
05:59that time,
06:00and the inventor was living in Russia, and Russia in the mid-80s was not such an open country.
06:06So was it easy to convince maybe Russia to let this game travel around the world?
06:12Well, let's just say he went to the Soviet Union in the 1980s on a tourist visa without an invitation
06:18and just walked into the Ministry of Games. Imagine doing that in some other communist country today.
06:25He could have gotten into a lot of trouble, but somehow navigated.
06:30And the game was successful from the very beginning, or it took quite some time?
06:34What was the key moment that made a good game into a huge success?
06:39The game was already phenomenally popular in Eastern Europe.
06:45He had created it, and every single person who had access to a computer game had copied the game.
06:50And so it was starting to spread in Europe.
06:53When Hank went to the Soviet Union and secured the rights to the Tetris for the handheld device,
07:00that's when he convinced Nintendo to bundle it with the Game Boy.
07:04And really, I think that was a success. It was a perfect marriage between a perfect game and a perfect
07:10gaming device.
07:11And it really helped launch the Game Boy to what it is today and what Nintendo is as a video
07:16game company.
07:17Would you say that in the 80s, I'm not even sure the word startups existed,
07:22but your father had a startup approach, a startup state of mind?
07:27He was a young entrepreneur in a sense?
07:31Yeah. You know, he was a Dutch-born, Dutch-American guy that grew up in New York
07:36and started a video game company in Japan without speaking the language.
07:40So, you know, it takes that kind of guts to be able to start a business, you know, much like
07:46an entrepreneur.
07:47He was an entrepreneur, right? He is a startup guy.
07:50La Poste is not an entrepreneur company. It used to be a monopoly.
07:54But do you need to have an entrepreneur mind when you're in a business that used to be a monopoly,
08:00but it's more and more open to a competition? Because the landscape has also changed in your business.
08:08No, in fact, David, we are in competition in each market of the company.
08:13There is no more monopoly. And we are competing with Amazon, DHL, Alibaba on the logistics side.
08:22We are competing with the GAFA's in the digital side.
08:28We are competing with the largest bank and insurance bank.
08:32So we are in the competition. And really, we were able to transform the business model.
08:39And that's why parcels are so important to us. Parcels are not only very important for the people in this
08:47room,
08:47because that is the beauty of e-commerce. And the beauty of e-commerce is made realistic by ourselves.
08:57We are delivering e-commerce to the last mile and to the last meter.
09:03And we are doing that in full competition. So it's a very competitive market, very competitive.
09:09How do you try to change maybe the state of mind, the culture of a company that used to be
09:15only a civil servant,
09:17you do the same thing for all your life, to an environment in which you have to adapt, you have
09:22to change,
09:23you have to face competition? Was there a need for some kind of a cultural revolution at one point at
09:28La Poste?
09:29I don't know if it is a cultural revolution, but it is a strategic adaptation.
09:35Because as I told you, today, traditional mail is only 15% of our turnover.
09:43And we are doing parcels, personal services, digital services, digital locker, digital identity, and human services.
09:54So we changed dramatically all the organization of the group, and people were able to adapt.
10:01And in fact, they were innovators by taking the responsibility of this transformation.
10:10As we show in the short movie at the beginning, you have some kind of a partnership with Tetris.
10:16How does it work, and what does it bring to a company like La Poste?
10:20Is it just that you ask all the people who are in charge of putting parcels in a truck,
10:25that they play video games for 15 minutes before, so that they know how to do it in the best
10:29way?
10:30No, I think that as the parcel is so important for us, 500 million parcels in France,
10:37almost 3 billion parcels delivered by year, the way you pack your parcel is key.
10:45And that's why we observed that the Tetris was an excellent way to pack up our billions of parcels.
10:58So let's say between Tetris, very young company, between La Poste, old company, it was obvious to try to do
11:09it like Tetris.
11:10And you should never forget what is the aim of this Tetris method to pack.
11:19The aim is to reduce your carbon impact.
11:24The more efficient you are in packing the parcels, the more you could reduce your carbon impact.
11:33And it's very simple, La Poste is number one in the world in terms of decarbonisation for delivery.
11:43And it is thanks to us, but also thanks to the Tetris method.
11:49So how does it work? You use software programs that are based on Tetris,
11:54and then they tell to the guys who are putting the parcels in the truck?
11:58No, no, no, no, no. The postman knows Tetris, they are excellent in Tetris,
12:04and they are packing the parcels in the trucks like they are playing Tetris.
12:10So they were educated to pack parcels by Tetris.
12:17It was for free, it was for free.
12:21And for Tetris and the Tetris Foundation, what does it bring to have this kind of partnership?
12:27Do you think that it's the way you say to people, use Tetris to train and be more efficient in
12:32your life?
12:33I mean, this is what I live every day.
12:35And I think a lot of you, when you're packing your suitcase or putting things away,
12:40Tetris has become part of the fabric of life.
12:42So first of all, I just want to say, we had no idea how cool La Poste is.
12:48You know, we look at the US Postal Service, we look at other companies that are doing what you do,
12:53and just blown away with what image and what you bring to the world.
12:58And so when we learned about that, we were so excited that we could collaborate with La Poste
13:02to help people reimagine how to be sustainable, how to be efficient,
13:07how to use your Tetris skills to be able to, you know, to package and mail things.
13:12And I think, I don't know if we're talking about, we're also launching stamps, collector items stamps.
13:19So you can get that and send your postcard back home if you're just visiting.
13:24What is this? No, I didn't know about the stamps.
13:26Yes, we have an electronic stamps. It is a code instead of the stamp.
13:31So it's a QR code or something like that?
13:33No, no, a code, a simple, a series of figures, which is giving to the machine exactly the same effect
13:41as a traditional stamp.
13:44So the idea is always to be able to innovate.
13:48But what's the point with Tetris? Does it say Tetris on the stamp?
13:52It could be, it could be, why not?
13:55Or the colors could remind us of the colors of the Tetris game or something like that?
13:59We could try to do that. I think that it is amazing to see how such a brand and our
14:08brand could interact for the good of the business and for the good of the client.
14:13And really what did convince us was very simple to reduce dramatically the carbon impact of the delivery.
14:23And I have seen the figures 15,000 carbon tone less.
14:31So using the Tetris method is very efficient.
14:37Everybody knows Tetris. Do you try to measure maybe the strength of your brand?
14:42And can you try to maybe stretch this brand to do other things with the Tetris brand?
14:47Or it's just a game and it has to remain in the game universe?
14:52Just a game.
14:54So we call it the Tetris effect, right?
14:56I think the low post team was talking about how the team had already talked about Tetris for many, many
15:02years,
15:03whenever the fleet would take out packages and become more efficient.
15:07Today, like we're very passionate about sustainability and we're also very passionate about mental health.
15:13And there's been independent research that's been done for the last 20 years, starting with Oxford University,
15:19that has proven that Tetris can help reduce post-traumatic stress disorder, PTSD, and also trauma.
15:28And so we could be the first video game to come out and say playing Tetris can help you with
15:35your mental health.
15:37Like what a great place to be for a video game to be able to do that.
15:40So I think collaborating with La Poste is also another step of showing the Tetris effect and how we've taken
15:46our brand,
15:47not just the video game, but beyond.
15:50Some people say that we should play less video games and you're saying that if there is one game you
15:54should play more, it's Tetris.
15:56More.
15:57Talking about the power of the brand, do you try to measure the power of the brand La Poste?
16:01Is it still a strong brand? Is this universe of dematerialization of the economy?
16:08Do you try to…
16:09Yes, I think the brand is very powerful, not only in France, where this brand is known by everybody, but
16:18also everywhere in the world.
16:20Because the French name Poste has been replicated everywhere in the world.
16:26You speak about US Poste, you think about China Poste, Japanese Poste, Deutsche Poste…
16:35And this is La Poste from France at the beginning.
16:37At the beginning it was La Poste.
16:39Everything…
16:39No, because we were created in 1477, which is the first Royal Poste in Europe.
16:50So, yes, that is a very well-known brand and we are very proud of that.
16:57This is a startup event and I know that yourself, you're also very involved in something, Blue Startups in Hawaii,
17:03where you live.
17:04Can you tell us a few words about what it is and why it is important for you to maybe
17:08try to help startups?
17:10So, we have a tech startup that we founded 12 years ago in Hawaii called Blue Startups.
17:15And the idea really was to help entrepreneurs.
17:18Every entrepreneur started somewhere and they had help from somebody else.
17:23And so, we have this mentorship program and it's really the only way, right?
17:27You can have a great idea, but guess what?
17:29A thousand other people have the same idea.
17:31If you can be part of a group that's going to help you connect, get you connected to different people,
17:37you're going to be that much more successful.
17:39So, we started this 12 years ago in Hawaii.
17:41We take companies from all over the world, but where we focus, we have a focus on sustainability.
17:48We have a focus on, you know, a minor representation.
17:51We love female founders, that kind of stuff.
17:53And it's really…
17:54We can do a business anywhere now.
17:56Post-COVID, we know this.
17:58A lot of people moved to Hawaii where I live to start their business.
18:01How can we bring innovation and tech and do it from anywhere in the world?
18:05How many startups have you been working with in the last 12 years?
18:10We've invested in about 150 companies, give or take.
18:15Okay.
18:15And they are not from Hawaii?
18:17You ask them to come to Hawaii?
18:18Yes.
18:19Half of the companies are from Hawaii, but the other half are from different parts of the world.
18:23And then they have to come to Hawaii just to get your help?
18:25Yes, that's a requirement.
18:27I'm sorry.
18:28Tough, tough, tough.
18:29What is La Post doing at VivaTech?
18:32As you said, you were born in the 15th century or the 14th century.
18:36So, what are you doing where we try to prepare the 21st century?
18:40Firstly, we were there at the first year.
18:43Almost 10 years ago.
18:45Almost innovator.
18:46Secondly, we are showing our application, our solution, and you can see it.
18:53We are welcoming more than 30 startups working with us.
18:59Financial services startups, logistics startups, digital startups.
19:05So, we show La Post as a location where you could be welcome if you are a startupper.
19:14So, that is something very important.
19:18La Post is welcoming entrepreneurs and startuppers.
19:23I think it's something very important for us.
19:27And the second thing is we all need to be more efficient.
19:32What for?
19:32The question is the question of sense.
19:35What for?
19:36If we are using the Tetris method, what for?
19:40To reduce the carbon impact of our company.
19:46That's why it's so important to have this duet between La Post and Tetris.
19:53Philippe, thank you very much.
19:55Maia, thank you very much.
19:56I'm sure that many people in the room will want to play Tetris,
19:59even though maybe some of them have not played in the last few weeks.
20:03If you visit the La Post booth, we have a little Tetris game over there.
20:06Thank you very much.
20:07Thank you to all of you.
20:08Thank you.
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