The key question is: what will engineer a change?
I see no such catalyst until our competitors beat us at the software game. In some sense, that is already beginning. Some fast and nimble start-ups are already making inroads into areas where SLB just assumed they were the leaders.
Soon, a lot of the outward focused effort in SWT will be reduced to support internal services. The race to be the technology leader will be lost. Then the chickens will come home to roost. Re-training the managers, VPs, etc. just to throw buzzwords around is the exact opposite of leading by example. Totally demotivating for the rank and file workers and this wil show up in the products.