Certis Digital Transformation Teaching Case

The video supplements the case study “Digital Transformation of the Certis Group: Delivering beyond Security Services” (SMU 21-0007).

Set in March 2021, one year after the Covid-19 outbreak was declared a global pandemic, the case describes the Certis Group’s digital transformation journey from an entrenched perception of a traditional physical guarding service provider to become an advanced integrated security services firm. Headquartered in Singapore, Certis grew out of a government unit in 1958 to a private commercial entity in 2005, and eventually to a US$1 billion multinational organisation with a global presence in six countries and territories.

Leading the latest wave of digital transformation at Certis was Paul Chong, President and Group CEO, who had oversaw major transformations since he took the helm in 2004. Known as Security+, Certis’ new offering integrates multiple service lines, such as advanced security service, facilities management and customer service into a single product. Starting in 2018, Certis as the largest player in Singapore’s private security services market, has been rolling out large-scale, technology-enabled Security+ solutions, including the lighthouse project at Singapore’s Jewel Changi Airport, a 10-storey megamall housing the world’s tallest indoor waterfall.

But how could Certis sustain its competitive advantage? For how long can the Security+ business model give the company the competitive edge to retain its market leading position in its home market and its expanding presence overseas?