Digital Transformational Change
Why Digital Transformation is vital for your brand?
By Marvan Shamma, Forum Media 2013
“Digital is all about change and we
told our teams early on to fall in love
with change, because we’re going
to need to ev...
The purpose is to talk about Digital
Transformation, its importance for you brand 

and to highlight a couple of insights ...
Why is this important?
The average lifespan of an
S&P 500 company has
decreased by more than
50 years in the last century,
from 67 years in the 1...
By 2020, more
than 75% of the
S&P 500 will be
companies that we
have not heard of
yet!
Source: Professor Richard Foster, Y...
When asking global executives when it will
be critical to implement Digital Transformation
across your organisation? The a...
The Urgency of Digital
Transformation

27% of global
executives rate
digital transformation
as already “A Matter
of Surviv...
What is Digital Transformation?
Digital transformation is the
process that helps brands to be
less product–oriented, more
customer–focused.
If Nike is about selling running
shoes, that would be a
Product–oriented brand.
Nike is NOT about selling shoes.

It is a Customer–focused brand.
A digital brand.
A “Digital Brand” is one that
focuses on customers, creates
values not products and has fully
implemented digital culture ...
How can we create values?
“Price is what you pay, value
is what you get.”

Warren Buffet
What the customer buys and considers “value” is
not the product, but the result it generates.

Source: David Erixon, Paul ...
What the customer buys and considers “value” is
Provide an the result it generates.
not the product, but integrated experi...
Cars

From

Search Engine

Coffee

Promoting personal mobility management

To

Making sure everyone has a great online expe...
What does Digital Culture mean?
Implementing the right culture is key to achieve
successful digital transformation.

A combination of values & beliefs, at...
What are the most significant cultural barriers to Digital
Transformation in your organisation?
Competing priorities

“We d...
Digital Culture is
Data–driven,
commercially–
minded, agile and
empowers
“permission to fail”.
Consider work space

Resour...
Digital Culture is
about Human–
centred design,
innovation, creativity 

& passion.

Consider work space

Resource: http:/...
Digital Culture
ensures Collaboration
between T–shaped
teams, transparency
& trust.
Consider work space

Resource: http://...
How can we digitally transform?
Digital Transformation is a
Business Transformation and is a
long journey that needs you to …
1. Align on a high level vision
2. Identify the value opportunities and create new market spaces
3. Create the right cultu...
Thank you.
I am happy to help!

Marvan Shamma
marvan.shamma@gmail.com



http://www.linkedin.com/in/marvanshamma




@mrsh...
Digital Transformation @ Forum Media 2013
Digital Transformation @ Forum Media 2013
Digital Transformation @ Forum Media 2013
Upcoming SlideShare
Loading in...5
×

Digital Transformation @ Forum Media 2013

1,206

Published on

I gave a short talk about the meaning and importance of Digital Transformation for brands and agencies. Digital Transformation is a vital strategic road plan that helps organisations to survive, evolve and to open new market spaces.

Published in: Business, Technology
1 Comment
9 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,206
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
1
Likes
9
Embeds 0
No embeds

No notes for slide

Digital Transformation @ Forum Media 2013

  1. 1. Digital Transformational Change Why Digital Transformation is vital for your brand? By Marvan Shamma, Forum Media 2013
  2. 2. “Digital is all about change and we told our teams early on to fall in love with change, because we’re going to need to evolve every year”. Angela Ahrendts, CEO
  3. 3. The purpose is to talk about Digital Transformation, its importance for you brand 
 and to highlight a couple of insights 
 on how to achieve it?
  4. 4. Why is this important?
  5. 5. The average lifespan of an S&P 500 company has decreased by more than 50 years in the last century, from 67 years in the 1920’s to just 15 years today! Lifespan 67 years 15 years In the 1920's Source: Professor Richard Foster, Yale University Today
  6. 6. By 2020, more than 75% of the S&P 500 will be companies that we have not heard of yet! Source: Professor Richard Foster, Yale University New emerging brands 75% 25% Known Unknown
  7. 7. When asking global executives when it will be critical to implement Digital Transformation across your organisation? The answer is …
  8. 8. The Urgency of Digital Transformation 27% of global executives rate digital transformation as already “A Matter of Survival” A matter of survival 27% This Year 36% Within the next 2 years 33% 3 years or more Not really important 13% 5% Source: MIT Sloan Management/Capgmini, “Embracing Digital Technology”, October 2013
  9. 9. What is Digital Transformation?
  10. 10. Digital transformation is the process that helps brands to be less product–oriented, more customer–focused.
  11. 11. If Nike is about selling running shoes, that would be a Product–oriented brand.
  12. 12. Nike is NOT about selling shoes.
 It is a Customer–focused brand. A digital brand.
  13. 13. A “Digital Brand” is one that focuses on customers, creates values not products and has fully implemented digital culture into its business DNA.
  14. 14. How can we create values?
  15. 15. “Price is what you pay, value is what you get.” Warren Buffet
  16. 16. What the customer buys and considers “value” is not the product, but the result it generates. Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013
  17. 17. What the customer buys and considers “value” is Provide an the result it generates. not the product, but integrated experience.
 
 Integrate technology into customer’s life.
 
 Shape expectations.
 
 Do things with and for customers that will open new market spaces. Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013
  18. 18. Cars From Search Engine Coffee Promoting personal mobility management To Making sure everyone has a great online experience Shaping personalised coffee experience Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013
  19. 19. What does Digital Culture mean?
  20. 20. Implementing the right culture is key to achieve successful digital transformation.
 A combination of values & beliefs, attitudes and behaviours that shape your brand.
  21. 21. What are the most significant cultural barriers to Digital Transformation in your organisation? Competing priorities
 “We don’t have time for this now” 
 Lack of familiarity with digital
 “We don’t know how to do that” 
 Resistance to new approaches
 “This is the way we’ve always done it” Digital threatens current power structures
 “I will lose influence in my organisation” Internal politics
 “It doesn’t have the right political support” Risk aversion
 "It's not worth the risk" 53% 
 52% 
 40% 23% 21% 18% Source: MIT Sloan Management/Capgmini, “Embracing Digital Technology”, 2013
 Percentages refer to respondents who clicked this option versus total number of respondents who answered this question.
  22. 22. Digital Culture is Data–driven, commercially– minded, agile and empowers “permission to fail”. Consider work space Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/ Photography by Gareth Gardener
  23. 23. Digital Culture is about Human– centred design, innovation, creativity 
 & passion.
 Consider work space Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/ Photography by Gareth Gardener
  24. 24. Digital Culture ensures Collaboration between T–shaped teams, transparency & trust. Consider work space Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/ Photography by Gareth Gardener
  25. 25. How can we digitally transform?
  26. 26. Digital Transformation is a Business Transformation and is a long journey that needs you to …
  27. 27. 1. Align on a high level vision 2. Identify the value opportunities and create new market spaces 3. Create the right culture & environment 4. Get the right people to collaborate 5. Implement the right process 6. Integrate the right systems/technologies 7. Start with easy wins
  28. 28. Thank you. I am happy to help! Marvan Shamma marvan.shamma@gmail.com 
 http://www.linkedin.com/in/marvanshamma
 
 @mrshamma

×