UNDRSTND Group - ABBYY Technical Summit Oct 2017 - Martyn Christian Keynote
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Keynote for ABBYY Tech Summit - October 2017 in San Diego, CA. Industry & Technology trends in digital content, process automation and capture markets and the move to digital transformation solutions
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UNDRSTND Group - ABBYY Technical Summit Oct 2017 - Martyn Christian Keynote
- 1. H THE EVOLUTION AND ULTIMATE COLLISION OF CAPTURE, CONTENT AND ANALYTICS HOW DID WE END UP HERE AND WHERE ARE WE GOING? Martyn Christian Managing Partner ABBYY Technology Summit 2017 1 2 3 4
- 2. AND THE LATEST NEWS….
- 3. “If you can’t fly then run, If you can’t run then walk, If you can’t walk then crawl But whatever you do you have to keep moving forward” Martin Luther King Jr.
- 4. CAPTURE & CONTENT MARKET Worldwide Document Capture Software Market Grows 10.4% Presentations for Capture 2017 Include: • The state of the Capture Market 2017 • Using Blockchain in Healthcare • Capture – A key technology for Robotics Process Automation (RPA) • How XBRL has expanded and its relevance to Capture • How new rules and regulations will drive the need for more Capture • Cloud-based ERP and Invoice Processing Integration • Voice Capture and conversational user integration – an update on CEM • Enhancing voice recognition with emotional intelligence • An update on video understanding used in business applications • Vertical market case studies for insurance and other key markets
- 5. CAPTURE & CONTENT MARKET US$31.66B 2017 http://www.marketsandmarkets.com/PressReleases/enterprise-content-management.asp US$D 67.14B 2022 CAGR - 16.2%.
- 6. CAPTURE & CONTENT MARKET US$31.66B 2017 http://www.marketsandmarkets.com/PressReleases/enterprise-content-management.asp US$D 67.14B 2022 CAGR - 16.2%.
- 7. CAPTURE & CONTENT MARKET
- 9. Analog Digital UNDERSTANDING THE NEW DIGITAL WORLD
- 10. Analog Digital WE HAVE ALWAYS LIVED HERE UNDERSTANDING THE NEW DIGITAL WORLD
- 11. Analog Digital WE HAVE ALWAYS LIVED HERE BUT NOW WE HAVE TO LIVE HERE UNDERSTANDING THE NEW DIGITAL WORLD
- 12. Analog Digital WE HAVE ALWAYS LIVED HERE BUT NOW WE HAVE TO LIVE HERE POINT OF INFLEXION …… POINT OF CLARIFICATION UNDERSTANDING THE NEW DIGITAL WORLD
- 13. 1 WORK AT THE POINT OF CLARIFICATION
- 14. YOU ARE BEING DISRUPTED… Growth Time Disruption Uncertain Disruption Clarified and Starting Disruption Happening or Happened Strategic Technology Trends Source: Gartner 2015 - #Top10TechTrends
- 15. EMERGING PHASE 2012- 2016 WHAT WE SAID THEN…. Cloud SaaS Mobile • Cloud won’t impact capture • You can have cloud if you want it, we have it as an option • Our solution is services oriented already • We can charge you per user/per year – it will cost the same over 3 years • You can’t do “production” capture on a mobile device • You need the control of a centralized capture operation
- 16. EMERGING PHASE 2012- 2016 WHAT WE PROBABLY SHOULD HAVE SAID …. • Content born and managed in the Cloud is inevitable – lets plan for the next 5 years • You will want to capture documents anywhere, anytime, any device – right? • This makes capturing information an operational cost/budget • Lets figure out a price that gets all functionality to all users fast • Let us help you write some prototype mobile apps • What are your top 10 customer facing documents – lets figure out a way to capture them on a mobile device
- 17. EMERGING PHASE 2012- 2016 CLARIFICATION PHASE 2017-2020 CxM Risk eCommerce
- 18. https://www.digi-capital.com/news/2016/07/virtual-augmented-and-mixed-reality-are-the-4th-wave/#.Wc TECHNOLOGY GOES IN WAVES… EASIER TO CHANGE A NARRATIVE THAN CREATE INNOVATION AND NEW CODE
- 20. A CHANGE IN NARRATIVE MORE THAN A CHANGE IN TECHNOLOGY • Document Capture • Data Recognition • OCR • ICR • Check Capture/Remote Deposit • Digital Mailroom • Multi-Channel Input • Digital Transformation • Artificial Intelligence • Robotic Process Automation • Agile Virtual Workforce • Customer Experience
- 21. 2 EMBRACE A NEW NARRATIVE
- 22. http://blogs.gartner.com/augie-ray/files/2016/08/GML_CX-ResearchBrandedImage1.jpg BUYING PROCESS
- 23. A COMING TOGETHER… http://www.digitalistmag.com/digital-economy/2015/10/16/design-company-digital-transformation-03517622 TECHNOLOGY BUSINESS PEOPLE
- 24. LEARN A DIGITAL BUSINESS PROCESS Technologies … • Cloud Computing – Because Everything’s Moving to the Cloud • Analytics – Because Descriptive, Explanatory & Predictive Insight is Lifeblood • Digital Security – Because Digital Transformation Can Be Derailed by Breaches • Digital Media – Because All Content is Digital, Especially Social Content • Emerging Technologies – Because the Next Disruptive Technology is Already Here Management Best Practices … • Project & Program Management – Because You Must Know How to Size, Scope & Watch • Vendor Management – Because RFPs & SLAs are Now a Way of Life • Digital Security Management – Because Security Vendors & Auditors are Your New Best Friends • Business Analysis – Because Needs Always Evolve & Business is Tech’s Client • Metrics – Because Everyone Needs to Measure Everything Soft Skills … • Written Communications Skills – Because You Need to Write Clearly & Purposefully • Verbal Communications Skills – Because They Will Listen if You’re Coherent-with-Style • Collaboration Skills – Because No Techman or Techwoman is an Island • Persuasion & Negotiation Skills – Because Everyone Disagrees Until Persuaded Otherwise • External Presentation Skills – Because Techies Need to Be Housebroken Before Leaving the Office https://www.forbes.com/sites/steveandriole/2016/09/20/15-must-have-technology-capabilities-for-digital-transformation-the-final-scream/#250148112fe1
- 25. PROCESS EXAMPLE – CUSTOMER ENGAGEMENT Time sensitive and information rich (i.e. complex) IVR CALL CHAT ATM MOBILE EMAIL SMS SOCIAL WEB CUSTOMER ENGAGEMENT – INFORMATION SOURCES CUSTOMER EXPERIENCE – INFORMATION PROCESSING BLUEPRINT LEARN BUY GET USE PAY SUPPORT MARKETING SALES DISTRIBUTION SERVICE FINANCE SUPPORT BUSINESS PROCESSES – INFORMATION MANAGEMENT
- 26. WHERE ARE THE BIGGEST AREAS OF OPPORTUNITY IDENTIFY personal data Security Intelligence Awareness Gap Analysis Identification of Personal Data PREVENT privacy violations Identity&Access Management Database Security Privacy by Design Data Masking & Encryption MANAGE personal data Third-Party Management Data Governance Privacy Officer Information Requests DETECT & RESPOND data breach handling Emergency Response Services Monitoring & Detection Remediation Resilient Systems Access Rights Mapping
- 27. CREDIT UNDERWRITING RETAIL CREDIT ASSESSMENT RETAIL FRAUD DETECTION
- 28. 3 UNDERSTAND CUSTOMERS BUSINESS PROCESSES
- 29. REMINDER - PRODUCTS ARE NOT SOLUTIONS This is a solution
- 30. SELL SOLUTIONS!
- 31. SELL SOLUTIONS NOT PRODUCTS4
- 32. MAKE YOUR OWN DIGITAL TRANSFORMATION – FOR YOURSELF, YOUR COMPANY AND YOUR CLIENTS WORK AT THE POINT OF CLARIFICATION EMBRACE A NEW NARRATIVE UNDERSTAND CUSTOMERS BUSINESS PROCESSES SELL SOLUTIONS NOT PRODUCTS 1 2 3 4
- 33. IF YOU NEED HELP... UNDRSTNDGROUP.COM SO YOU THINK YOU WANT A REVOLUTION THINGS CAN ONLY GET BETTER ARE WE STANDING IN THE MIDDLE OF THE ROAD BRAVE NEW WORLD THANK YOU
- 34. H THANK YOU! Martyn Christian Managing Partner
Editor's Notes
- OBJECTIVE – 4 THINGS We are going to talking about why we have to be the ones who CLARIFY this whole situation for our partners and customers We are also going to look at the “NARRATIVE” that is needed and why it has changed We will take a quick look at customers business problems and their need to transform their PROCESSES And finally – to look at why SOLUTIONS are so much more important than products and technology
- But lets start by looking at the market…. Its been an interesting 12 months of so in the capture and ECM space Acquisitions continue…. OpenText “model” of consolidation has continued – latest into “forensic security” Private equity has entered the market with serious investment – which means more consolidation AI becomes reality in Information Management platforms
- We all thought that “consolidation” was complete by 2010….but the point being here that change is relentless –and it doesn’t matter as much how fast you change – change is a reality Embrace it!
- So lets look at what’s moving where in the market Capture Market Growth – Harvey’s Latest Figures – if you have 10%+ growth in a 30 year old market that will only come from new technologies and innovation Look at the topics for his conference this year…. Indication of the need to embrace new ideas, new solutions and new technologies
- New research in the ECM space shows strong growth 16.2%
- And the detail behind this research is pretty good Trends: Exponential growth in data Increased regulation and need for risk management Migration from legacy systems
- Capture & Content Market - Gartners View Was ECM – 2016 – 6 core elements including capture Now Content Services = represents a shift from self-contained systems and repositories to open services. Movers >>>> And IBM – going backwards – should be opportunity for ABBYY – Datacap needs lots of experts and they are all leaving…. Landscape has changed
- But this is where all the focus is…. Digital Transformation – in all its many and varied forms Refer to KPMG presentation – Digital Labor concept Vendors, Blogs, Media and Industry Analysts
- More analog conversations than digital conversations
- But that has really changed now and digital is the first, maybe only conversation customers want to have So we have to live in a digital world – no choice
- So we are at an Inflexion Point A point in time where we need to clarify our view of this new digital world – we need to embrace the fact that we live in a world that has been digitally transformed A lot of people may need help to get from one side to the other They need help and clarification to make the transition
- We need to understand the past, present and future – in context of each other We need to understand technology transitions We need to under stand how technology has been applied and how it will be applied in the future So we need to help customers clarify – their needs, their migrations, their product transitions and what their vision for their business looks like
- You see when this Digital Transformation “disruption” was uncertain it simply didn’t matter at much what you said or how you said it Now the growth is here and the change has started in earnest It absolutely matters what you say , about technology, solutions, offerings – and how you say it
- In the emerging days of digital transformation we all talked about Cloud, SaaS and Mobile Apps and we sort of sounded “OK” But we were also dodging the real challenge , we said things like…….
- If you think about – with what we know now…. We probably should have said….
- So in this clarification phase its obvious that customer solutions and how they put the infrastructure of Cloud, SaaS and Mobile Apps to work is THE most important thing Customer Experience Management General Data Protection Regulation – in Europe and beyond eCommerce – bringing businesses on line – retail and commercial
- We all know that changes in technology are inevitable and the sand is always shifting under our feet BUT it is quicker and easier to change the NARRATIVE and focus on what the customer needs than it is to build a whole new product Product innovation has & will happen, ABBYY is an innovation leader but in the mean time we all have to market and sell what we have into a changing environment
- Gartner as an example use all the jargon and new narrative words that anyone could ever think of Digital Mesh Neural Networks Smart Machines Virtual Personal Assistants We don’t need to know or even understand all of this but we do need to develop a core set of messaging and a narrative for what we sell
- I like to think in simpler terms We need to change our narrative in the industry but to one that we and our customers can understand
- We need to understand that a new narrative is needed We need to understand that it’s a personal as well as a corporate responsibility We need to understand what tune we need to play … and then play it
- One way to create a New Narrative to help access new buyers and new budgets is to focus on their buying process Customer do a lot of DISCOVERY and EVALUATION before you ever get a chance to talk to them They are thinking more than ever about their business processes and potential solutions, fast solutions, to real business problems
- Also the way of thinking about business processes is changing Solutions are a combination of Technology, Business Processes and People - once it was just for building products – now its for building processes and experiences More of a design methodology – innovation and product marketing at its heart Need to commit to this on a corporate and individual level
- And because learning a business processes is not simple - in this DESIGN THINKING world Forbes – 15 Must Have Capabilities for Digital Transformation Best way to get their fast – take one example and learn it well – in the context of technology, the process and the role humans will play
- Great example of a new DIGITAL process is Customer Engagement Look at all the information sources The process blueprint Information architecture From this process knowledge can come many things: GDPR MINEFIELD PRODUCTIVITY ENHANCEMENTS IF YOU MAP THE CUSTOMER JOURNEY YOU CAN ENSURE GDPR COMPLIANCE AND PRODUCTIVITY IMPROVEMENTS Time sensitive and information rich will be the best targets for digital transformation projects
- Lets take a look at GDPR Very broad ranging ABBYY products and technology cannot address all of these areas but can address some extremely well Such as…..
- Partners know business processes – use them More Process Examples from one of your business partners
- Understand the process in context of digital transformation Understand the process in context of ABBYY’s capabilities and products Understand how you can bring value to customers
- FINALLY Solution = product put to work in a useful and productive way – some times you need a blueprint of how best to do that but it doesn’t have to complicated (IKEA) Capabilities are as relevant as ever – e.g. check deposit – really its data capture but now it’s a customer engagement solution Functionality needs to be in context of a “solution” not a feature And always linked to a business process
- Lots of research and examples of the importance of solutions selling Link to Sales Workshop breakout and help we can provide in Sales Acceleration
- Practical advice for making your own personal digital transformation – for yourself, for your company, for your clients
- Thought provoking blogs on our industry