Adobe Symposium Keynote - Disrupt or be Disrupted


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“While we grapple with driving excellence in digital marketing, our consumers are already in what we at Deloitte call the Post-Digital world. There are multiple trends that are driving change in the industry and they don’t naturally align with each other. This presentation will give an introduction to how Australian businesses can leap forward by running a series of controlled collisions between Social, Mobile, Analytics, Cloud and Cyber.”

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  • Deloitte Access Economics report released last year
  • We're only at the beginning of the "digital revolution"
  • Generation connected.
  • Mobile act 2 – more than veneeringNew paradigm
  • Analytics has become accessiblePersonalisation now being realisedWatson
  • Connected DevicesL’Oreal On Demand lipsticks
  • Social is not an added extraCrowd intelligenceBBC archive taggingSocial cohesion
  • Risk appetite
  • Controlled collision of mobile, social, cloud, analytics and cyberAny of these individual trends would be massive in their own right… we have 5 concurrentlyContent is the new blackAdobe can manage these collisions
  • C&A – Facebook integrationTwo key foundationsVisibility of stock across channelsOrder fulfilmnet across channelsIntention based replenishmentNordstrum – 20% revenue lift from out of stocksCasino Paris – Mobile ordering in store
  • Click, scroll, drag, drop, switchTouch, swipe, pinch, context?
  • New interaction paradigm?Nest ThermometerMYOGoogle glassTesla
  • PassionsCrowd intelligencePower of Pull
  • Unknown unknownsGoogle search… Tell me all the things I need to know that I don’t even know the question
  • How incumbents respond
  • They invest in new capabilities over old business modelsThey treasure their customer relationshipsThey have become fast and agile They know their true competitors They invest in talent
  • Giffgaff is Scottish for mutual givingGiffgaff has a manifesto… Social service… most queries answered within 90 seconds.No retail. No call centre.Owned by Telefonica / O2
  • Omnichannel customers are3.5 times more profitableExperience driven commerceAdobe and ATGPartnership200,000 SKUsClick & collect in all stores40% increase in sales in FY1224% of revenues via digitalRevenue 9.5bn Euros in 2012/13
  • Perfect
  • Adobe Symposium Keynote - Disrupt or be Disrupted

    1. 1. Steven Hallam @sahallam Digital is not a shiny object; it is reshaping business. #AdobeSymp
    2. 2. Steven Hallam @sahallam Postdigital = Controlled collision of mobile, social, cloud, analytics & cyber. #AdobeSymp
    3. 3. #Omni-channel
    4. 4. Steven Hallam @sahallam From a click, scroll, drag, drop interface… to a touch, swipe, pinch, rotate paradigm. What’s next? #AdobeSymp
    5. 5. Steven Hallam @sahallam Social is about aligning the passions of the individual with the interests of your market. #AdobeSymp
    6. 6. Edelmen Trust Barometer 2012 #WhoDoYouTrust?
    7. 7. Steven Hallam @sahallam Social = Please tell me all the things that I need to know even if I don’t know the question. #unknownunknowns #AdobeSymp
    8. 8. #DrivingDisruption
    9. 9. Steven Hallam @sahallam CMOs & CIOs – More shotgun wedding’s than happily ever-after’s. #AdobeSymp
    10. 10. Steven Hallam @sahallam Successful digital businesses prioritise new capabilities over old business models & treasure customer relationships. #AdobeSymp
    11. 11. Thanks Any questions? Steve Hallam Partner @sahallam
    12. 12. General information only This presentation contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this presentation , rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this presentation. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence. About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms. Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit our web site at Liability limited by a scheme approved under Professional Standards Legislation. Member of Deloitte Touche Tohmatsu Limited © 2013 Deloitte Touche Tohmatsu