For those who like that, a very simple way to represent the digital disruption. A conference for Euprio at Antwerp University in November 2017

1. Digital Disruption phenome's
From digital communication strategies to strategies in a
digital communication world
Antwerp – November 30th 2017
Etienne Gonsette
1European Universities Public Relations and Information Officers

2. 2
Rupture !
Breaking the wall of the common usage !

3. 3
Are we all become incompetents ?
• Bring the institution in a real social network presence
First insights
Brand perception
Target perception
Fields of communication

4. 3 Fundamentals that need to be redefined !
Digital strategies = strategies in a digital world
Omnichannel strategies = real life integrative strategies
Digital transformation = digital disruptive transformation

5. Definition : Disturbance or problems which interrupt an event, activity, or process.

6. Disruption & Digital transformation

7. From one side, the target and its
digital Ecosystem

8. 8
A forest is a dynamic ecosystem in a perpetual transformation

9. 9
Consumers are also a dynamic ecosystem in a perpetual digital transformation

10. At the other side, the brand and 3
main dimensions.Human
Technology Finance

11. Reality principle
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Human
FinanceTechnology
Nominal power
Available power

12. The digital transformation is to make a triangle coincide with a circle
without changing their own size
This is obvious… it doesn’t match !

13. The circle included in the triangle Status : As is
It's the worst solution but the
most common with sometimes
dramatic issues

14. To be linked or not to be linked.
This is your main behavioral challenge!
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So what does mean (AS IS) digital transformation for some big
economical actors ?
NOKIA
BLACKBERRY
KODACK
And so…

15. 15
2012
Mistake : didn’t adapt to digital photography

16. 16
Mistake : Nokia CEO ended his speech saying this
“we didn’t do anything wrong, but somehow, we lost”.
2016

17. The triangle included in the circle Status : to be
A real better solution with
some great issues

18. 18
So what does mean (To Be) digital transformation for some new
economical actors ?
GOOGLE
APPLE
AMAZON
And so …

19. 19
1998
But : didn’t create a new consumer behavior

20. 20
1994
But : didn’t create a new consumer behavior

21. In fact … a third solution exist !

22. First solution
Second solution
Third solution : The triangle
dimension determine the circle
dimension by extension
Status : to create

23. 23
So what does mean (To Create) digital transformation for some
new economical actors ?
UBER AIRBNB
FACEBOOK And so …

24. 24
2009
Innovation : Collaborative economy –
open market philosophy – break the wall of common usage

25. 25
2008
Innovation : Collaborative economy –
open market philosophy – break the wall of common usage

26. 26
2004
Innovation : Biggest content producer without producing any
content – break the wall of common usage and create a new
societal behavior.

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29. 29
Distortions of a world in mutation

30. 30
Distortions of a world in mutation

31. Lost jobs due to NTIC : 7,1 million in the world in 2020
Economical Forum Davos 2016
Lost jobs due to NTIC : 47% in the USA (next 20 years)
Oxford University 2017
Trades gone in 20 years : 320
Oxford University 2017
But a new trend appears : 2,1 million new jobs will be created in the next 5 years
Economical Forum Davos 2016
And a real societal responsibility : creation of 21% of new jobs due to digital
transformation around 2030 (in Belgium)
McKinsey & Company 2017

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33. 33
Our target

34. 34

35. 35
Moving 4P’s to S.A.V.E in a Hyper personalized relation
Cursus Subscription Campus or? Added value

36. Conclusion

37. 37
So are we still speaking about digital strategies…

38. 38
Or …. strategies in a digital disruptive world ?