Digital Transformation - Sydney 08/11/13
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Transcript of Digital Transformation - Sydney 08/11/13
GEORGE EVANS – COMMERCIAL DIRECTOR ASIAPACMARK SHERWIN – GLOBAL COMMERCIAL DIRECTOR
5sectorseducationmembership organisationsthird sectorfinancial serviceshealth
23yearsexperiencequalitystabilityloyaltyresults
24
80expertsstrategy & researchbranding & communicationsuser centred designdevelopment & hostingdigital marketing
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LONDON
EDINBURGHCARDIFF
PERTHMELBOURNE
HONG KONG
New Brand Universities Universities
Third Sector NHS
Alumni GlobalisationFinancial Services Cross- sector
TheWebsite
Webstrategy
Digitalstrategy
Digitaltransformation
WE ARE EVOLVING FROM A MARKETING CENTRICTO BUSINESS WIDE VIEW OF THE WEB
Marketing centricBusiness-wide impact
THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORMARE RAPIDLY BECOMING IRRELEVANT
IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN
E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,
THEN THINK AGAIN.
WE PROMISE YOU THAT WON'T WORK...
YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT
RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE
AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE
REARRANGEMENT THAT WILL INEVITABLY OCCUR.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES
OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY
ENHANCE AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’
TODAY WE WILL EXPLORE WHAT IT MEANSTO ACHIEVE DIGITAL TRANSFORMATION
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Innovators2.5%
Early Adopters
13.5%
Early Majority34%
Late Majority34%
Laggards16%
THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
WE’RE GOING TO EXPLORE 5 KEY THEMES
1. Customer service, the missing link
2. Harnessing the wisdom of crowds
3. New money models
4. The tricorder
5. The Internet of things, and big data
WE’LL ALSO HELP YOU FIND YOUR INNER HERO…
Customer service, the missing link
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTION
The AIDA reflection | Mark Sherwin, Precedent 2013
AWAR
ENES
S
INTE
REST
DES
IRE
AD
VOCACY
INVO
LVEMEN
T
DELIVERY
ACTION
LOVEFILM – FAILING AT THE FINAL HURDLE
FORMULA ONE – DRIVING ADVOCACY ONLINE
FORMULA ONE MELBOURNE – DELIVERY, INVOLVEMENT, ADVOCACY
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
REPLICATING HUMAN INTERACTION?
Harnessing the wisdom of crowds
RESEARCH AND DEVELOPMENT - GOLDCORP
400 Megabytes + $575,000110 - 50% - 80%
$100,000,000 - $9,000,000,000
IDEA GENERATION - LEGO
x
FINANCING - KICKSTARTER
OPERATIONAL RUNNING - GIFF GAFF
TURNING ADVOCATES INTO STAKEHOLDERS
Stakeholders
Idea generation
Research and
Development
Financing
Operations
START WITH A LITTLE NAVEL GAZING
New money models
AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONSMAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN
THESE MODELS ARE STARTING TO PERFUSEINTO MORE NICHE APPLICATIONS AND SECTORS
FINANCING – NICHE GIVING
x
FINANCING – NICHE GIVING
The tricorder
EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013
DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKSOFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDIATED DEVICES
THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
TECHNOLOGY ENABLED SERVICE EXPERIENCES
TECHNOLOGY ENABLED SERVICE EXPERIENCES
TECHNOLOGY ENABLED SERVICE EXPERIENCES
The internet of things, and big data
The internet of things isn’t wi-fi fridges and devices with bolt
on connectivity: it’s tiny, cheap sensors that will bring
everyday objects to the network – in their billions’
‘By strapping a receiving computer to the side of it, the
internet fridge brings the internet to the device. By
connecting transmitting sensors to the network, the internet
of things brings the device to the internet.’
BEN HAMMERSLEY | WIRED, 2013
NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES
Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’
Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’
THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT, AND PRODUCT AND SERVICE DESIGN
Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
Gotcha, but how do I make that 15%?
TheWebsite
Webstrategy
Digitalstrategy
Digitaltransformation
FIRST WE MUST ARTICULATE WHAT IT MEANSTO EMBRACE DIGITAL TRANSFORMATION
Marketing centricBusiness-wide impact
DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER,MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED
Most executives don’t use social networks or smart
phones. Many don’t even read their own email.
So trying to convince decision makers that this is a
war fought on the battleground of technology is in
and of itself fighting a losing battle.
BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013
WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGETHEY MAY TO BE THE ONES TO DRIVE THE CHANGE.
DIGITAL TRANSFORMATION MUST INTERLINKWITH ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITALTRANSFORMATIO
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AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITALTRANSFORMATIO
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DIGITALTRANSFORMATIO
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GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS
We need to deliver recognisable and measureable business value
every three to five months.
That is imperative, otherwise we lose credibility and trust.
CLAES MANSSON | DIRECTOR, ICT STRATEGIC INVESTMENT PROGRAMME , MONASH UNIVERSITY,
2013
UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUEESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTIONINSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
CONSIDERATIONS
SO LET’S SAY YOU ARE OUR HERO…WHAT’S THE JOURNEY GOING TO FEEL LIKE?
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTIONYou see the need for change.
You feel as if more can be done.
You’re not sure its your responsibility and the opportunity is bigger than you envisioned.
You question your calling.Perhaps you refuse it.
Then you meet others who will empower you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATIONChange is met with hardship.It’s unavoidable.
You start to feel the discomfort from leaving your comfort zone.
Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance.
Stay true stay focused.
Your customers and employees are anxious for you to succeed.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATIONBuzz and excitement permeates the halls of your business.
Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation.
It’s always darkest before dawn. There will be pushback, more and more challenges.
Keep the team strong, you’ve come too far for that.
What’s the Future of Business | Brian Solis, 2013
A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATIONTo call this the last stage is misleading. Transformation is continual, it becomes part of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people inside and outside of the organisation are noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your journey is just beginning.
What’s the Future of Business | Brian Solis, 2013
THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE BUILT THAT
THEY DON’T TRULY UNDERSTAND. IT IS THE LARGEST EXPERIMENT
INVOLVING ANARCHY IN HISTORY.
AS GLOBAL CONNECTIVITY CONTINUES ITS UNPRECEDENTED
ADVANCE. MANY OLD INSTITUTIONS AND HIERACHIES WILL HAVE TO
ADAPT OR RISK BECOMING OBSOLETE.
THE STUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE EXAMPLES
OF THE DRAMATIC SHIFT FOR SOCIETY THAT LIES AHEAD.
AND WE’VE BARELY LEFT THE STARTING BLOCKS.
Eric Schmidt & Jared Cohen | The New Digital Age, 2013
WE SHOULD ALL BE CONCERNED
ABOUT THE FUTURE BECAUSE WE WILL
ALL HAVE TO SPEND THE REST OF OUR
LIVES THERE.
Charles F. Kettering, American inventor and businessman