Presented by Mr Goh Boon Nam, Chief, Digital Agility Practice,NUS-ISS, at NUS-ISS Learning Day 2019

1. Digital Agility for Organisations -
Thriving in Times of Rapid Change
#ISSLearningDay
Mr. Goh Boon Nam, NUS-ISS
2 August 2019

2. Digital Agility – Is it just this?
© 2019 National University of Singapore. All Rights Reserved.
2
Dr ian mitchell / CC-BY-SA-4.0 /
https://commons.wikimedia.org/wiki/File:Scrum_Framework.png
SCRUM /
Agile IT
Way to deliver
business value
in digital projects
faster

3. Digital Agility within existing business –
ASOS Example
© 2019 National University of Singapore. All Rights Reserved. 3

4. Digital Agility within Existing Business
– ASOS
© 2019 National University of Singapore. All Rights Reserved. 4
Why Zara (Inditex) is
a ‘Fast Fashion’ Pioneer
Jun 24, 2014
https://blogs.wsj.com/corporate-intelligence/2014/06/24/why-
zara-is-a-fast-fashion-pioneer/
A new generation of even faster
fashion is leaving H&M and Zara in
the dust
April 6, 2017
… ASOS and Boohoo are able to conceive,
design, produce, and have clothing ready for
shoppers on the sales floor quicker than Zara and
H&M, according to a research note Goldman
Sachs sent …
https://qz.com/951055/a-new-generation-of-even-faster-fashion-is-
leaving-hm-and-zara-in-the-dust/
(Zara)
What does it mean for ASOS
to be more than twice as fast
as Zara in meeting market /
fashion changes?

5. First principles of what is Digital Agility
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Hyper-
awareness
Fast data-
informed
decision making
in VUCA context
Flexible & Fast
Execution
(Market Changes)
External /
Internal Data
Digital Agility is the ability of an organisation
to use Digital:
• Adapt quickly to market changes - internally
and externally -
• Respond rapidly and flexibly to customer
demands
• Adapt and lead change in a productive and
cost-effective way without compromising quality
• Continuously be at a competitive advantage
https://www.agilebusiness.org/business-agility
Digital-
Enabled

6. VUCA & Need for Digital Agility
© 2019 National University of Singapore. All Rights Reserved. 6
• V_ _ _ _ _ _ _ _ _
• U _ _ _ _ _ _ _ _ _ _
• C _ _ _ _ _ _ _ _ _
• A _ _ _ _ _ _ _ _
• Volatility
• Uncertainty
• Complexity
• Ambiguity
Scenario:
ASOS is an online fashion retailer that has its own designers and arranges for
manufacturing of its designs for online sale.
Does VUCA apply to ASOS?

7. VUCA & Need for Business Agility
- Volatility
© 2019 National University of Singapore. All Rights Reserved. 7
What I wore when I was young.
Does fashion stand still?
Volatility: refers to the speed of change
https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6

8. VUCA & Need for Business Agility
- Uncertainty
© 2019 National University of Singapore. All Rights Reserved. 8
https://fashionisers.com/2016/09/23/prada-spring-2017-rtw/
https://www.pinterest.com/pin/556194622724073429/
Uncertainty: refers to the extent to which we can
confidently predict the future
https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6
2017 Fashion 2018 Fashion
2019 Fashion?

9. VUCA & Need for Business Agility
- Complexity
© 2019 National University of Singapore. All Rights Reserved. 9
Complexity: refers to the number of factors
that we need to take into account, their variety
and the relationships between themhttps://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6
• social norm
• fashion education
• mass media
• peer groups
• social criticism
• environment
• customs, traditions
• religion
• work
• leisure activities
• wealth or change in income
• inspiration by friends
• changing trends and values
• influence by family members
• education
• age
Image by Bessi from Pixabay
What causes fashion to change?
http://abarck.umwblogs.org/2012/12/04/factors-that-affect-fashion/

10. VUCA & Need for Business Agility
- Ambiguity
© 2019 National University of Singapore. All Rights Reserved. 10
2019 FASHION TREND
3. LOW KEY UTILITY
… fourth-wave feminism can take designers down
unexpected avenues, the thinking behind this trend is,
presumably, if you have to multi-task, so should your
clothes.
THE LOOK: patch pockets; front-loaded tool belts slung
across the body; the mega-return of cargo pants in dusky
hues.
https://www.elle.com/uk/fashion/trends/a40085/7-fashion-trends/
Do you know what will be a successful
design based on this 2019 fashion trend?
Ambiguity: refers to a lack of clarity about how to
interpret something

11. How accurate are fashion retailers in
meeting market needs?
© 2019 National University of Singapore. All Rights Reserved. 11
What % of fashion items are
unable to be sold because of
VUCA?
What happens to them?
30%(Not counting another
30% sold with discount to
help clear stock)
As a fashion retailer, how can you use digital to be more
agile – i.e. quickly and correctly respond to market needs
(without 30+30=60% waste)?
https://www.linkedin.com/pulse/overproduction-taboo-fashion-hasmik-matevosyan/
Image by Hans Braxmeier from Pixabay

12. How Digital helps Business Agility?
- ASOS Hyper-awareness – example
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12
https://www.harpersbazaar.com
/fashion/fashion-
week/g26329650/fall-2019-
fashion-trends/
Harper’s Bazaar
Trends from
Fall 2019
pre-season shows
ASOS’s
closest
matches
Good
Match
Found?
Purchase
Customer
SmartPhone
Screenshot
No
Purchase
ASOS App Style Match
Function
(one of ASOS’s
hyperawareness capabilities)
ASOS becomes aware of
______________ ? ASOS becomes aware
of ______________ ?
Looking ahead at
Fall 2019 Fashion

13. How Digital helps Business Agility?
- ASOS Quick Decisions – example
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Neon SignBoujie GirlSuit Up
All Customer Search Requests from Harper’s Bazaar Fall 2019 screenshots
https://www.harpersbazaar.com/fashion/fashion-week/g26329650/fall-2019-fashion-trends/
Data-driven decisions facilitated by:
ASOS’s Data Science team consisting
of data scientists (many of whom are
PhD’s who even share some of their
ASOS work at prestigious data science
conferences). Work in 4 areas:
• Customer Understanding
• Product Understanding
• Recommendations
• Retail
200 5000 30
Assuming above are data on “Number of searches with no
purchases”
What decision can be made?

14. How Digital helps Business Agility?
- ASOS Fast Execution – examples
© 2019 National University of Singapore. All Rights Reserved. 14
http://warehousenews.co.uk/2017/03/asos-
doubles-throughput-with-new-sorter/
• Designers available in-house to speed designs
• Use of CAD/CAM for digital designs/patterns
• Enable fast start to manufacturing around the world
• Automated logistics for fast distribution and delivery
http://aroselikethis.blogspot.com/2010/12/cadcam-in-fashion-and-clothing.html

15. How Digital helps Business Agility?
- ASOS Digital Agility Summary
© 2019 National University of Singapore. All Rights Reserved. 15
Hyper-
awareness
Fast data-
informed
decision making
in VUCA context
Flexible & Fast
Execution
(Market Changes)
External /
Internal Data

16. Digital Agility within existing business –
GRAB Example
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17. Grab Digital Agility
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Old way of getting a ride
https://worldstreets.wordpress.com/2015/04/23/taxi-anonymous/
https://www.grab.com/sg/download/
Digitally
transformed
way of
getting a ride
How did digital agility
help Grab better meet
market demand?

18. Grab Digital Agility - Hyperawareness
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Demand
Supply

19. Grab Digital Agility – Fast Decision Making
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https://www.straitstimes.com/singapore/surge-in-fare-tempers-flare-why-hailing-a-ride-sometimes-makes-you-emo

20. Grab Digital Agility – Flexible Fast Execution
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https://www.straitstimes.com/singapore/surge-in-fare-tempers-flare-why-hailing-a-ride-sometimes-makes-you-emo
https://www.grab.com/my/transport/justgrab/

21. Grab Digital Agility
– Real-Time Agile Market Response
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https://www.straitstimes.com/singapore/surge-in-fare-tempers-flare-why-hailing-a-ride-sometimes-makes-you-emo
https://www.grab.com/my/transport/justgrab/
Impossible to do at
scale using manual
methods
https://www.youtube.com/watch?v=br
qzaspSmWM

22. Digital Agility to expand to new
businesses – GRAB Example
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23. Digital Agility To Grow New Businesses (Grab)
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https://www.slideshare.net/ppnd/grab-taxi-46368147
http://www.whichtravelapp.com/gr
abtaxi-book-taxi/
Grab when it was initially launched
Is this still the home screen now?
Current Home Screen
What’s different now?

24. Digital Agility To Grow New Businesses (Grab)
-
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24
Oct 2013 GrabTaxi
Jul 2014 GrabCar
Nov 2016 GrabPay
Dec 2016 GrabShare
Dec 2016 GrabRewards
Mar 2018 eScooter
May 2018 GrabFood
Oct 2018 GrabExpress (Delivery)
Dec 2018 GrabClub (Subscriptions)
Apr 2019 Hotels
Videos
(Trip Planner)
Is Grab Agile?
> 11 new businesses
since 2013
(6 of them between 2018
to Apr 2019)
How does digital help?

25. How does Digital Help?
– Agility to expand from GrabTaxi to GrabCar
© 2019 National University of Singapore. All Rights Reserved. 25
Does the digital GrabTaxi help in agile launch of GrabCar?
• Application functions can be shared with GrabCar
• Digital customer base can be shared with GrabCar
• Driver base can be shared with GrabCar
Ability to expand quickly to GrabCar

26. How does Digital Help?
– Agility to expand from GrabTaxi to GrabCar
© 2019 National University of Singapore. All Rights Reserved.
26
Does Digital GrabTaxi / GrabCar help in agile launch of GrabFood?
• Some application functions (e.g. payment, GPS location of nearest
GrabFood drivers) can be shared with GrabCar
• Digital customer base can be shared with GrabCar
Ability to expand quickly to GrabCar

27. How does Digital Help?
- Agility to easily add New Businesses
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SuperApp Platform Concept:
• One-stop online portal for customer
• All under “one-roof”
• Common supporting functions across all apps in platform
• Payment
• Rewards
• Linkages (e.g. Trip Planner – eventual vision?
• https://www.youtube.com/watch?v=JlxgrLH6hu
4 )
• Recommendations (from more comprehensive data
on customer behaviour and preferences)
• Common and large existing customer base to support new
businesses
What did Grab call this
New portal?

28. Digital Agility to expand to new
businesses – Amazon example
© 2019 National University of Singapore. All Rights Reserved. 28

29. Example 2 of Digital Agility – Amazon
29
Jen van der Meer, Amazon. The business supermodel that may end all business.
https://reasonstreet.co/2018/06/13/amazon-the-business-supermodel-that-may-end-all-business/
Amazon –
Continuously able to add
NEW:
• product lines/services
• business models
• customer segments

30. How Digital helps Business Agility?
- Amazon Strategic Agility
© 2019 National University of Singapore. All Rights Reserved. 30
eCommerce Site as Digital Platform enabler to move quickly to new product lines/services
Flexible, Scalable underlying Digital
Infrastructure also as enabler to
move quickly to new product
lines/services
Etc…
https://finance.yahoo.com/news/expect-amazons-
earnings-report-134325388.html

31. If I am a small business, how do I
achieve Digital Agility?
Digital-agility-as-a-service
© 2019 National University of Singapore. All Rights Reserved. 31

32. I’m small business – can I be a Grab / Amazon?
- Digital Agility as a Service
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32
If I’m a big company with IT Dept, I can try to build my own digital agility.
If I’m a small B2B business selling a product line,
can I be a Grab / Amazon in easily launching new product lines?
One way is to use Digital-Agility-As-A-Service – example:
(There are others choices available. Above is just for illustration as an example)

33. Alibaba as example of
Digital Agility as a Service
© 2019 National University of Singapore. All Rights Reserved.
33
• Ready-made portal under
….alibaba.com
• Digital Agility to allow ease
of adding new products and
product lines
https://ntshengheng.en.alibaba.com/?spm=a2700.icbuShop.88.27.d2dc4424V6DNuQ

34. Alibaba as example of
Digital Agility as a Service
© 2019 National University of Singapore. All Rights Reserved. 34
Existing Pool of Customers
(from all the alibaba.com users)
But also Existing Pool of Competitors
(already on alibaba.com)
Using such a portal, who are potential
customers?
https://www.alibaba.com/trade/search?fsb=y&IndexArea=pro
duct_en&CatId=&SearchText=baking+equipment
Alternative with neither above
advantage nor disadvantage:
https://www.shopify.com/blog/shopify-stores
https://www.shopify.com/retail/retailers-that-are-boosting-sales-with-
subscription-based-shopping
https://www.referralcandy.com/blog/shopify-digital-products/
https://www.youtube.com/watch?v=0XLnR_iDUoQ

35. Alibaba as example of
Digital Agility as a Service
© 2019 National University of Singapore. All Rights Reserved. 35
Ready available logistics for your customers to get delivery of
purchases made to you
(Amazon’s more comprehensive equivalent - https://www.youtube.com/watch?v=IAi4fPb_kp4 )

36. Alibaba as example of
Digital Agility as a Service
© 2019 National University of Singapore. All Rights Reserved. 36
Ready available independent
Production Monitoring for your
customers to monitor your
production progress of their
orders.
Ready available independent
Inspection Service for your
customers to monitor production
quality of their orders

37. Digital Enablement alone sufficient for
business agility?
© 2019 National University of Singapore. All Rights Reserved. 37

38. Digital Enablement Sufficient on Its
Own for Business Agility?
© 2019 National University of Singapore. All Rights Reserved. 38
Hyper-
awareness
Fast data-
informed
decision making
in VUCA context
Flexible & Fast
Execution
(Market Changes)
External /
Internal Data
• Digital – important but works
better if there are also other
enablements of agility
• Leadership
• Principles
• Culture / Mindset
• Organisation Structure
• Training and Coaching
• Etc.
Image by Gerd Altmann from Pixabay
Image by TukTukDesign from Pixabay
Image by OpenClipart-Vectors from Pixabay
Image by John Hain from Pixabay
Image by Gerd Altmann from Pixabay

39. Thank You!
email@domain.com
#ISSLearningDay

40. For more information
• https://www.iss.nus.edu.sg/executive-
education/discipline/detail/digital-agility
• Blog - https://digital-agility.blog/
#ISSLearningDay