Precedent - Daring to be Digital - 17th Sept 2013
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MARK SHERWIN & ROSE RILEY Daring to be Digital embedding digital in 21 st century organisations
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Mark Sherwin and Rose Riley give insight into the effectiveness of bringing digital transformation into the boardroom agenda.
Transcript of Precedent - Daring to be Digital - 17th Sept 2013
MARK SHERWIN & ROSE RILEY
Daring to be Digitalembedding digital in 21st century organisations
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 TRANSFORM ARE 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
A CHANGE THAT IS NO LONGER A CHOICE BUT AN IMPERATIVE
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 IRREVOCABLY BEHIND
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
BUT DON’T TAKE IT FROM US…
What is the biggest threat that digital presents to your business?
THE GOOD NEWS IS THAT THERE IS LIGHT AT THE END OF THE TUNNEL, WE JUST NEED TO BE IN THAT FIRST 15% OF INNOVATORS AND ADOPTERS!
AND BEING WITH US HERE TODAY…IS A GOOD START TO YOUR JOURNEY
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 MEANS TO ACHIEVEDIGITAL TRANSFORMATION
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 corporate 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
OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
OPTICAL EXPRESS - DELIVERY
OPTICAL EXPRESS - INVOLVEMENT
OPTICAL EXPRESS - ADVOCACY
OPTICAL EXPRESS - AID REFLECTION
LOVEFILM – FAILING AT THE FINAL HURDLE
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
REPLICATING HUMAN INTERACTION?
Harnessing the wisdom of crowds
USES OF CROWD SOURCING
Idea Generation
Research & Development OperationsFinancing ?
RESEARCH AND DEVELOPMENT - GOLDCORP
400 Megabytes + $575,000110 - 50% - 80%
$100,000,000 - $9,000,000,000
FINANCING
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
OVER TO YOUHow could you combine online customer service and crowd sourcing strategies to better serve your customers
The corporate tricorder
CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013
EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKSOFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDICATED DEVICES
THEY ALSO OFFER THE OPPORTUNNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
WEARABLE TECHNOLOGY INTEGRATES CONTEXTUAL, MOBILE EXPERIENCES EVEN FURTHER INTO OUR EVERYDAY LIVES
OVER TO YOU…
How could a Smart Phone enabled workforce deliver new productivity?
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
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
NEW PURCHASING MODELS CAN DRIVE NEW CONSUMER HABITSAND DELIVER GREATER RETURNS
WHILST PURCHASING MODELS ARE CHANGING SO ARE OTHER ASPECTS OF FINANCIAL TRANSACTIONS SUCH AS RAISING FUNDS
THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
OVER TO YOU…How could more flexible and granular revenue modelscreate new value for your business?
The internet of things, and big data
DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES
IT USED TO BE THAT EVERY CHILD DREAMT OF HAVING THEIR OWN ROBOT
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 OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
‘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…
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
OVER TO YOU…How could the connectivity of devices, or the big data derived from these devices create new business value for you?
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 NOT 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
AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS
AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTIONINSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
WE NEED TO DELIVER RECOGNISABLE AND MEASUREABLE
BUSINESS VALUE EVERY THREE TO FIVE MONTHS. THAT IS
IMPERITIVE, 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
NARRATING THE STORIES IS CRUCIAL TO GATHERING SUPPORT FOR BIGGER CHANGE
Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012
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 it’s 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
SO OVER TO YOU ONE LAST TIME…
How will you start your Hero’s Journey?
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
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