At ODAŞ, we consider technology not merely as a supporting element, but as a strategic lever for business sustainability and competitive advantage. However, for IT investments to rank higher among company priorities in the energy sector, it is essential to clearly demonstrate their tangible benefits and impact on business outcomes.
Since I work on the commercial side, I assess technology investments based on how they support business objectives. Cloud technologies and IoT are no longer optional in our sector—they’ve become inevitable. Still, the timing and alignment with business needs are critical when making such investments. Digitalization is yet to become a top priority for many energy companies; IT investments are often considered during more stable periods. To persuade boards to support such initiatives, we must promote an opportunity-driven rather than threat-based approach.
For example, IoT investments have long been on my agenda. Six years ago, I established energy monitoring systems and collected data from major firms. However, I’ve learned that unless this data is analyzed or used to generate actionable insights, technology investments fail to deliver the expected value. In environments where dashboards are rarely used, data generation alone holds little meaning. Naturally, this creates resistance within the system. The problem isn’t the technology itself, but rather the lack of capability to extract value from it. Investing in technology means not just buying tools, but also building the human capabilities and strategic mindset to use them well. At ODAŞ, we fully support technology investments when executed with the right timing and structure. Nevertheless, for these efforts to succeed across the sector, we must adopt a value-oriented rather than cost-oriented approach to technology.
