SBB Mobile - a success storyLaunch: Juli 20091’700‘000 DownloadsLaunch: März 20111.000‘000 DownloadsLaunch: Oktober 201060’000 DownloadsLaunch: Februar 2009240‘000 DownloadsStopped: Dec 2012that is not yet at the end
The digital transformation…6…… calls for digital answers:
The Digital TransformationMobile First!Smartphones led to exponentialdiffusion of „mobile“ in search,access, identification, dataexchange, navigation, commerce,payment, and media consumption.Customer NeedsAre EvolvingToday„s customers want convenient,ubiquitous, local, personalizedservices and products, PLUS shareall that within their (social) networksDigital CompetitionDigital disruptors enter more &more industries with new offeringsin many fields like search, pricecomparison, booking engines,payment & content provisioning etc.Valuable DataReal-time, personalized informationon status, journey planning,location, community, tailored offers /deals, all accessible on the moveforb2b2c use.Source: Booz & Company
8Look back to look ahead –see through the hype!
It is very wrong to be rightbefore anyone elseApple NewtonPDAAugust 1993Laker AirwaysNo Frills AirlineAugust 1978Vanilla MobileShoppingAugust 2010
10The digital economy is ourbakery……where we scale onassets
SBB Connect –Bridge «real Life» with «digital» communitiesZürich, Hauptbahnhof
«Sometimes customersdon‟t know what they want,until we‟ve shown them»The rules of the digital world are still being written. It is normalnot to know. Try things, fail, improve, never stop learning.
21Take Home Messages#1 Protect the future from the Past!Change before you have to!Jack Welch#2 Look back to look aheadsee through the hype!#3 Accept the unknowns – not knowing is fine!#4 Create Intrapeneurship, scale on assets &steal it with pride!