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Blockchain Fatigue Potentially Puts Supply Chain Investments to Bed

Supply chain leaders across the globe are talking about the promise of blockchain, but there’s been little demonstration about suitable use cases. And OEMs are getting tired of it, at least according to market research firm Gartner. In fact, at a recent Gartner Supply Chain Executive Conferences 2019, the firm predicted that by 2023, 90% of blockchain-based supply chain initiatives will suffer ‘blockchain fatigue’ due to this failure.

At the same time, market researchers continue to predict astronomical growth. A recent report from MarketsandMarkets, for example, predicts that the global market for blockchain in supply chain market is expected to grow from $81.40 million in 2017 to $3.5 billion by 2023, at a compound annual growth rate (CAGR) of 87.0% during the forecast period.

Image by Pete Linforth from Pixabay

Image by Pete Linforth from Pixabay

Are we tired yet?

There’s no doubt that the hype around blockchain can be exhausting. “We understand the challenges of working with a hot technology like blockchain,” Prasen Palvankar, senior director product management at Oracle told EBN. “Everyone is talking about it and saying it will change the world. There is so much hype in the market so blockchain fatigue is inevitable.” 

At the same time, high-tech electronics OEMs may have a greater tolerance than other sectors. “High tech as an industry is typically more risk tolerant than many other industries when it comes to emerging technologies, so I would expect organizations within this industry to be furthest along in their exploration and pilot assessments of blockchain solutions,” said Evan Quasney, Global Head of Supply Chain Solutions, Anaplan

Ignorance, particularly in the supply chain world, may be another stumbling block. “There’s an element of truth to blockchain fatigue but we also need a reality check,” Arran Stewart, co-founder of Job.com told EBN. “By 2025, there will be a new world changing technology on the horizon and that should make the fatigue of investing today null in void. Further, the supply chain will benefit so massively from blockchain, and there are so many practical applications there that relevance will grow.”

Passing the test

Further, the research found that currently only 19% of respondents ranked blockchain as a very important technology for their business, and only 9% have invested in it—mainly because blockchain projects aimed at the woes of the supply chain are in short supply. The survey was conducted between November 2017 and February 2018 among 303 respondents from North America, EMEA, Asia/Pacific and South America, Gartner said. 

“Supply chain blockchain projects have mostly focused on verifying authenticity, improving traceability and visibility, and improving transactional trust,” said Alex Pradhan, senior principal research analyst at Gartner. “However, most have remained pilot projects due to a combination of technology immaturity, lack of standards, overly ambitious scope and a misunderstanding of how blockchain could, or should, actually help the supply chain. Inevitably, this is causing the market to experience blockchain fatigue.”

Electronics OEMs hoping to leverage blockchain run into the trap of running multiple development pilots to uncover which provide value—since the nascent technology makes it hard to quantify value in the abstract. “Organizations are still trying to understand what it is, what the capabilities are, and what it means to the business. They want to understand what problems can and should it solve,” said Pradhan. “That presents a conundrum to organization. Should we move forward or not?”  

At the same time, trial and error will likely yield results over time. “In many cases, there are no examples to follow so companies are doing things by trial and error,” said Pradhan. “We don’t want to discourage that because an innovative use case might emerge from someone’s experiment.”

As large players, such as Amazon, adopt blockchain technology, others will surely follow, Stewart added.  Further, the completion of common standards created through cross-industry vendor collaboration will also help adoption. “The largest OEMs are trying to evaluate and rough out use cases,” said Richard Barnett, senior vice president of marketing at Levadata.  “They are considering joining blockchain consortiums and are in some early stage of triage around what use cases they think they make sense to invest or explore.”

Finally, a small set of software vendor leaders haven’t yet emerged and the market is fragmented, supply chain organization often cannot find an off-the-shelf, complete, packaged blockchain solution that meets their specific requirements. Or they are confused by the offerings and how to distinguish between them.  “Without a vibrant market for commercial blockchain applications, the majority of companies do not know how to evaluate, assess and benchmark solutions, especially as the market landscape rapidly evolves,” said Pradhan. “Furthermore, current creations offered by solution providers are complicated hybrids of conventional blockchain technologies. This adds more complexity and confusion, making it that much harder for companies to identify appropriate supply chain use cases.”

Real world will arrive

Software vendors, meanwhile, say that real use cases are closer than many think. Oracle introduced its Oracle Blockchain Applications last October.  “The first four applications are all supply chain use cases, as the supply chain is where blockchain can currently add the most value,” said Oracle’s Plavankar. “For example, we have blockchain applications for Intelligent Track & Trace, Lot Lineage and Provenance, Intelligent Cold Chain and Warranty and Usage.” 

Further, there are some new use cases on the near horizon. “The real disruption capability of blockchain technology goes beyond reducing supply chain costs for large organizations through micro transactions and micro marketplaces,” said Palvankar. “If we can use blockchain technology to enable fully automated transactions from order creation through to delivery of goods or services and settlement, then very small transactions and working with a large number of suppliers and customers will become economically viable.”

The high cost of product recalls, both monetary and in terms of corporate brand, may also offer compelling opportunities for the technology. “With the high cost of product recalls and issues related to contaminated products, I think we are going to see many organizations in manufacturing, logistics and food and beverage demanding that suppliers agree to join blockchain networks as a requirement of doing business,” said Plavankar.

Gartner recommends that organizations remain cautious until the core capability of blockchain emerges and clarifies so that ecosystem enablement has occurred. “The emphasis should be on proof of concept, experimentation and limited-scope initiatives that deliver lessons, rather than high-cost, high-risk, strategic business value,” said Pradhan. “You need to keep a pulse on what’s happening. The market is evolving very quickly and one of these technologies will transform and innovate.”

Image by mohamed Hassan from Pixabay

Image by mohamed Hassan from Pixabay

To identify the right opportunities, it’s important to carefully discern how to move forward in the best interest of the particular organization. LevaData’s Barnett outlines a potential process:

  • Segment relevant use cases to your business.  Look for forces or competitors that are potentially disruptive to the business. Consider how blockchain could provide a competitive advantage.
  • Consider the economic value.   Ask a few questions: Does it tie to optimizing my financial flow? Does it create a new digital experience for user in terms of services that can be monetized? Is it a source of differentiation in the market?
  • Perform a risk analysis.   Consider the dynamics around risk mitigation and risk response that blockchain offers. Can I trace source of supply and reduce recovery time in a recall or enhance brand protection?

— Hailey Lynne McKeefry, Editor in Chief, EBN Follow me on Twitter Visit my LinkedIn page Friend me on Facebook

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