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Daring to be Digital - Perth

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Daring to be Digital - Perth

  1. 1. GEORGE EVANS & ROSE RILEY Daring to be Digital embedding digital in 21st century organisations
  2. 2. The Website Web strategy Digital strategy Digital transformation WE ARE EVOLVING FROM A MARKETING CENTRIC TO BUSINESS WIDE VIEW OF THE WEB Marketing centric Business-wide impact
  3. 3. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
  4. 4. IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE, THEN THINK AGAIN. WE PROMISE YOU THAT WON'T WORK... YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE REARRANGEMENT THAT WILL INEVITABLY OCCUR. Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
  5. 5. A CHANGE THAT IS NO LONGER A CHOICE BUT AN IMPERATIVE
  6. 6. Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
  7. 7. Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
  8. 8. BUT DON’T TAKE IT FROM US… What is the biggest threat that digital presents to your business?
  9. 9. THE GOOD NEWS IS THAT THERE IS LIGHT AT THE END OF THE TUNNEL, WE JUST NEED TO BE IN THAT FIRST 15% OF INNOVATORS AND ADOPTERS!
  10. 10. AND BEING WITH US HERE TODAY… IS A GOOD START TO YOUR JOURNEY
  11. 11. DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY. DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING DIGITAL TECHNOLOGIES: DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION. THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE AND SUPPORT THE TRADITIONAL Wikipedia | ‘Digital Transformation’ TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE DIGITAL TRANSFORMATION
  12. 12. WE’RE GOING TO EXPLORE 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The corporate tricorder 5. The Internet of things, and big data
  13. 13. WE’LL ALSO HELP YOU FIND YOUR INNER HERO…
  14. 14. Customer service, the missing link
  15. 15. MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA IT MUST FOCUS ON AIDA AND ITS REFLECTION The AIDA reflection | Mark Sherwin, Precedent 2013 AWARENESS INTEREST DESIRE ADVOCACY INVOLVEMENT DELIVERY ACTION
  16. 16. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  17. 17. OPTICAL EXPRESS - DELIVERY
  18. 18. OPTICAL EXPRESS - INVOLVEMENT
  19. 19. OPTICAL EXPRESS - ADVOCACY
  20. 20. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  21. 21. LOVEFILM – FAILING AT THE FINAL HURDLE
  22. 22. TECHNOLOGY ENABLED CUSTOMER SERVICES
  23. 23. TECHNOLOGY ENABLED CUSTOMER SERVICES
  24. 24. TECHNOLOGY ENABLED CUSTOMER SERVICES
  25. 25. REPLICATING HUMAN INTERACTION?
  26. 26. Harnessing the wisdom of crowds
  27. 27. USES OF CROWD SOURCING Idea Generation Research & Development OperationsFinancing ?
  28. 28. RESEARCH AND DEVELOPMENT - GOLDCORP
  29. 29. FINANCING
  30. 30. x FINANCING - KICKSTARTER
  31. 31. OPERATIONAL RUNNING - GIFF GAFF
  32. 32. TURNING ADVOCATES INTO STAKEHOLDERS Stakeholders Idea generation Research and Development Financing Operations
  33. 33. START WITH A LITTLE NAVEL GAZING
  34. 34. OVER TO YOU How could you combine online customer service and crowd sourcing strategies to better serve your customers?
  35. 35. New money models
  36. 36. AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW
  37. 37. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
  38. 38. TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS
  39. 39. CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONS MAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN
  40. 40. THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS
  41. 41. OVER TO YOU… How could more flexible and granular revenue models create new value for your business?
  42. 42. The corporate tricorder
  43. 43. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND Wired UK | 20 Years of Wired | June 2013
  44. 44. EVERY EMPLOYEE WITH MORE COMPUTING POWER AT THEIR FINGER TIPS THAN THE SPACE SHUTTLE. ANYTIME…ANYWHERE
  45. 45. DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKS OFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
  46. 46. SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSES AND DEDIATED DEVICES
  47. 47. THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWS ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
  48. 48. AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILE OFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS
  49. 49. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  50. 50. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  51. 51. WEARABLE TECHNOLOGY INTEGRATES CONTEXTUAL, MOBILE EXPERIENCES EVEN FURTHER INTO OUR EVERYDAY LIVES
  52. 52. OVER TO YOU… How could a Smart Phone enabled workforce deliver new productivity?
  53. 53. The internet of things, and big data
  54. 54. ‘THE INTERNET OF THINGS ISN’T WI-FI FRIDGES AND DEVICES WITH BOLT ON CONNECTIVITY: IT’S TINY, CHEAP SENSORS THAT WILL BRING EVERYDAY OBJECTS TO THE NETWORK – IN THEIR BILLIONS’ ‘BY STRAPPING A RECEIVING COMPUTER TO THE SIDE OF IT, THE INTERNET FRIDGE BRINGS THE INTERNET TO THE DEVICE. BY CONNECTING TRANSMITTING SENSORS TO THE NETWORK, THE INTERNET OF THINGS BRINGS THE DEVICE TO THE INTERNET.’ BEN HAMMERSLEY | WIRED, 2013 NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
  55. 55. DIGITAL CAPABILITY IS NO LONGER RESTRICTED TO HIGH END COMMUNICATION DEVICES
  56. 56. IT USED TO BE THAT EVERY CHILD DREAMT OF HAVING THEIR OWN ROBOT
  57. 57. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4 CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’
  58. 58. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4 CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’
  59. 59. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS
  60. 60. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
  61. 61. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT, MULTI-OUTPUT DIGITAL INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
  62. 62. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT, AND PRODUCT AND SERVICE DESIGN Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
  63. 63. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
  64. 64. OVER TO YOU… How could the connectivity of devices, or the big data derived from these devices create new business value for you?
  65. 65. Gotcha, but how do I make that 15%?
  66. 66. The Website Web strategy Digital strategy Digital transformation FIRST WE MUST ARTICULATE WHAT IT MEANS TO EMBRACE DIGITAL TRANSFORMATION Marketing centric Business-wide impact
  67. 67. DIGITAL MUST MOVE FROM A MARKETING FUNCTION TO A BUSINESS-WIDE IMPERATIVE Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
  68. 68. WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER, MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED
  69. 69. MOST EXECUTIVES DON’T USE SOCIAL NETWORKS OR SMART PHONES. MANY DON’T EVEN READ THEIR OWN EMAIL. SO TRYING TO CONVINCE DECISION MAKERS THAT THIS IS A WAR FOUGHT ON THE BATTLEGROUND OF TECHNOLOGY IS IN AND OF ITSELF FIGHTING A LOSING BATTLE. BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013 WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGE THEY MAY TO BE THE ONES TO DRIVE THE CHANGE.
  70. 70. DIGITAL TRANSFORMATION MUST INTERLINK WITH ALL PARTS OF THE BUSINESS Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
  71. 71. AND TO GATHER SUPPORT IT MUST DELIVER TO ALL PARTS OF THE BUSINESS Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
  72. 72. GENERATE IDEAS AND LOOK FOR THOSE IDEAS THAT IMPACT ACROSS ORGANISATIONAL GOALS
  73. 73. AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTION INSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
  74. 74. WE NEED TO DELIVER RECOGNISABLE AND MEASUREABLE BUSINESS VALUE EVERY THREE TO FIVE MONTHS. THAT IS IMPERITIVE, OTHERWISE WE LOSE CREDIBILITY AND TRUST. Claes Mansson | Director, ICT Strategic Investment Programme , Monash University, 2013 UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUE ESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
  75. 75. NARRATING THE STORIES IS CRUCIAL TO GATHERING SUPPORT FOR BIGGER CHANGE Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012
  76. 76. SO LET’S SAY YOU ARE OUR HERO… WHAT’S THE JOURNEY GOING TO FEEL LIKE?
  77. 77. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES INCEPTION You see the need for change. You feel as if more can be done. You’re not sure its your responsibility and the opportunity is bigger than you envisioned. You question your calling. Perhaps you refuse it. Then you meet others who will empower you…stand by you through change. What’s the Future of Business | Brian Solis, 2013
  78. 78. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRIBULATION Change is met with hardship. It’s unavoidable. You start to feel the discomfort from leaving your comfort zone. Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance. Stay true stay focused. Your customers and employees are anxious for you to succeed. What’s the Future of Business | Brian Solis, 2013
  79. 79. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRANSFORMATION Buzz and excitement permeates the halls of your business. Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour. To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation. It’s always darkest before dawn. There will be pushback, more and more challenges. Keep the team strong, you’ve come too far for that. What’s the Future of Business | Brian Solis, 2013
  80. 80. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES REALISATION To call this the last stage is misleading. Transformation is continual, it becomes part of your business model. Here you learn and adapt accordingly. You lift your head and notice that the people inside and outside of the organisation are noticing change. Change is now constant. Take this moment to revel in your journey. Since you are the hero in this story, your journey is just beginning. What’s the Future of Business | Brian Solis, 2013
  81. 81. SO OVER TO YOU ONE LAST TIME… How will you start your Hero’s Journey?
  82. 82. THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE BUILT THAT THEY DON’T TRULY UNDERSTAND. IT IS THE LARGEST EXPERIMENT INVOLVING ANARCHY IN HISTORY. AS GLOBAL CONNECTIVITY CONTINUES ITS UNPRECEDENTED ADVANCE. MANY OLD INSTITUTIONS AND HIERACHIES WILL HAVE TO ADAPT OR RISK BECOMING OBSOLETE. THE STUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE EXAMPLES OF THE DRAMATIC SHIFT FOR SOCIETY THAT LIES AHEAD. AND WE’VE BARELY LEFT THE STARTING BLOCKS. Eric Schmidt & Jared Cohen | The New Digital Age, 2013
  83. 83. WE SHOULD ALL BE CONCERNED ABOUT THE FUTURE BECAUSE WE WILL ALL HAVE TO SPEND THE REST OF OUR LIVES THERE. Charles F. Kettering, American inventor and businessman

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