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The New Digital Ecosystem - understanding digital today

Tamara Obradov
Tamara Obradov
Tamara ObradovEntrepreneur, Start-up advisor & Investor at Pitch10

A little peek into the current digital ecosystem and explanation of how Booz Digital can create value in your organization

The New Digital Ecosystem - understanding digital today

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UNLOCK YOUR DIGITAL VALUE
‘THE ART OF THE POSSIBLE’
Amsterdam - 6 November 2013
Behdad Shahsavari
Booz & Company
Jeff Schumacher - Christopher Vollmer
boozdigital
boozdigital.com
1
Digital innovations are rapidly reshaping our business environment

2
Our survey shows that firms have entered the online world – however, the right
mindset and capabilities are missing to move a step beyond
Digital Marketing Capabilities
Transforming
Offline to
Online

Connecting &
Engaging

Integrating &
Reimagining

Online advertising

77%

Social media marketing

75%

Consumer insight
generation

66%

Digital Commerce Capabilities
E-commerce enabled
website/ Online sales

66%

Analytics for online
customer targeting

60%

Online campaigns to
drive customer acquisition

62%

Social commerce

45%

Advertising on
media sites

60%

Mobile commerce

45%

Advertising on
major retailer websites

30%

Open innovation

Analytics for customer
development/ loyalty

38%

28%

Developing
engaging content
Paid online services

32%
8%

Source: Booz & Company Digital Commerce survey (% ranked as a top-5 capability)

3
As a result, firms face challenges in connecting to their customer and truly
transforming their business starting from Digital
• Most players see digital as incremental instead of
transformative – digital is not just an add-on

Health Future Vision

• As such, incremental steps will not be enough –
re-imagining in a broader context is key
• Customer engagement goes beyond online presence and
towards a new world of real-time transparency
• To become truly customer-centric, integrated customer
value development should drive all commercial activities
• Digital is a challenge to take head on, as in „now‟ –
all it takes is guts to go beyond the obvious…

Launch Video

4
Digital Is Not A Trend for Tomorrow .. It Is Already Here Today

5
Today’s Agenda

• Our Perspective on Digital
• What We Do / How We Think @ Booz Digital

• How We Are Helping Clients Drive Impact

6

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The New Digital Ecosystem - understanding digital today

  • 1. UNLOCK YOUR DIGITAL VALUE ‘THE ART OF THE POSSIBLE’ Amsterdam - 6 November 2013 Behdad Shahsavari Booz & Company Jeff Schumacher - Christopher Vollmer boozdigital boozdigital.com 1
  • 2. Digital innovations are rapidly reshaping our business environment 2
  • 3. Our survey shows that firms have entered the online world – however, the right mindset and capabilities are missing to move a step beyond Digital Marketing Capabilities Transforming Offline to Online Connecting & Engaging Integrating & Reimagining Online advertising 77% Social media marketing 75% Consumer insight generation 66% Digital Commerce Capabilities E-commerce enabled website/ Online sales 66% Analytics for online customer targeting 60% Online campaigns to drive customer acquisition 62% Social commerce 45% Advertising on media sites 60% Mobile commerce 45% Advertising on major retailer websites 30% Open innovation Analytics for customer development/ loyalty 38% 28% Developing engaging content Paid online services 32% 8% Source: Booz & Company Digital Commerce survey (% ranked as a top-5 capability) 3
  • 4. As a result, firms face challenges in connecting to their customer and truly transforming their business starting from Digital • Most players see digital as incremental instead of transformative – digital is not just an add-on Health Future Vision • As such, incremental steps will not be enough – re-imagining in a broader context is key • Customer engagement goes beyond online presence and towards a new world of real-time transparency • To become truly customer-centric, integrated customer value development should drive all commercial activities • Digital is a challenge to take head on, as in „now‟ – all it takes is guts to go beyond the obvious… Launch Video 4
  • 5. Digital Is Not A Trend for Tomorrow .. It Is Already Here Today 5
  • 6. Today’s Agenda • Our Perspective on Digital • What We Do / How We Think @ Booz Digital • How We Are Helping Clients Drive Impact 6
  • 7. Transforming User Behavior, Experiences And Business Models 1. Mobile = “First Screen” 2. Devices Connecting Everything 3. Human-centered Design and the User Experience The New Digital Ecosystem 4. Content, Commerce, and Advertising Converging 5. Personalize or Perish 6. Supply Chains Go Digital 7
  • 8. 1. Mobile = “First Screen” An Explosion In Mobile Devices & Connectivity • More than 6% of households own more than 15 connected devices today, and by the end of 2014, there will be more than 10 bn. connected devices worldwide (IBM) More connected devices than people World population: 6.3 Billion 6.8 Billion 7.2 Billion 7.6 Billion 12.5 Billion 25 Billion 50 Billion 0.08 1.84 3.47 6.58 2003 2010 2015 2020 Connected devices: 0.5 Billion • Mobile broadband networks account for nearly one quarter of the world’s mobile cellular connections, approx. 1.6 billion 3G and 4G subscriptions • Approx. 580 operators in 186 countries are running networks including CDMA EV-DO, HSPA, WiMAX or LTE technology Connected devices per person: 8
  • 9. 1. Mobile = “First Screen” We Are All Spending More Time On Mobile Devices Digital Media Usage To Exceed TV Time This Year Average Time American Adults Spent With Different Media (Hours:minutes) Source: Emarketer August 2013 9
  • 10. 1. Mobile = “First Screen” Focusing Most On “Me” Time And Socializing – Growing Role Of Shopping Too Source: AOL & BBDO 2013 10
  • 11. 1. Mobile = “First Screen” More Media Experiences Becoming Mobile First Entertainment News Sports Haunting Melissa/ Hooked Digital Media Circa MLB At Bat Kids/Youth Disney (Disney Jr.) & MTV (Wait „Til Next Year) 11
  • 12. 2. Devices connecting everything Connected Devices Growing Part of Our Daily Lives GOOGLE GLASS – a wearable computer with a head-mounted display (HMD) NIKE FUEL– NikeFuel counts all the activities of your athletic life. Running, walking, basketball. Nike+ devices measure your moves and turn them into NikeFuel. And since NikeFuel is calculated the same way for everyone, you can compare and compete with anyone. ARMOUR39 by UNDER ARMOUR a monitoring system of athletes to track progress such as the amount of calories your burn, your heart rate, and a new term called, “Willpower.” FLEXIBLE DISPLAY – Samsung/lg/sony/etc 12
  • 13. 2. Devices connecting everything Successful Applications of Technology Focusing How They Connect Ecosystems & Users Android OS Open source integration of devices and strategic partnerships create a “living” data ecosystem lock in consumers for life Apple OS Tight integration of devices and strategic partnerships lock in consumers for life Nike Fuel Nike‟s digital platform is rooted in Fuel points but is activated by an ecosystem of enablers 13
  • 14. 3. Human centered design Product and Technology Design, Which Puts the User First, Transforming Product Development • What are its aesthetics? • • What are key points of interaction for the user? • • What are the users expectations for performance and functionality? What are core materials? How is the product constructed? • How fast can we prototype? • What features will shock and awe? • What day in the life activities can we observe for design insight? • What natural gestures can inspire feature design? Component design? What did we learn from usability testing? 14
  • 15. 4. Converging content, commerce, and advertising Ad Spend Continues to Inch-Up … Powered by Digital Growth Total Ad Spend, $B Digital Ad Spend, $B +4% 176 Directories Outdoor Radio Print 158 8 6 15 8 7 16 6 7 16 32 35 53 +14% 36 41 Digital 184 53 32 32 2 3 0 0 2 3 2 3 41 0 0 25 61 69 2013 2015 Mobile Classifieds 70 15 2011 Email Lead Gen 17 12 TV 0 0 19 2011 2013 23 Display Search 2015 Source: Emarketer 2013 15
  • 16. 4. Converging content, commerce, and advertising Digital Commerce Evolving From Transactions to Relationships >>>>>> Traditional Transactional eCommerce Input Product Search Parameters Emerging Relationship Driven Ecosystem Model Account Management Define Payment Preference eCommerce Transactions User/ Consumer Select eCommerce Portal Service Delivery Customer Portal/ Ecosystem Self Select Product Select Delivery Method Personalized Preferences Content/Branded Experiences User/ Consumer 16
  • 17. 4. Converging content, commerce, and advertising The Result: Lines Blurring Between Ads, Content, Commerce Co-Developed Content  Consumers and businesses are demanding to engage directly with manufacturer and supplier brands – both via the brands owned content and as co-creators of content where feedback, innovations, and new solutions can be captured in real-time Launch Video “Shoppable” Content  Consumers are seeking nontraditional buying experiences which combine branded content with basket and transaction solutions to learn about products, increase their basket, and elicit purchases they may not have made otherwise Launch Video Augmented Reality  The intersection of physical and virtual spaces, through technologies like kinect, will be the new wave of business and customer engagement Launch Video 17
  • 18. 4. Converging content, commerce, and advertising More Examples of Ad + Commerce Convergence Amazon Ad Revenue, $M +41% Twitter & Starbucks Delivery Agent & TV 835 610 420 2011 2012 2013 18
  • 19. 4. Converging content, commerce, and advertising Commerce Innovation Continues To Expand Subscription C2C Sharing and Rentals Fully Digital Sales Model Peer to Peer Lending OnDemand Source: Techcrunch, Mashable, AdAge, NY Times Media Section 19
  • 20. 5. Personalize or perish User Experiences Becoming More Personalized Personalized Interfaces Personalized Content Selections  Increasingly, users launch digital experiences from a customized interface  Users look for content that can be curated based on their preferences, social interactions, and behavior  Bleacher Report grew from startup to 19MM unique users by offering a personalized user experience, including social data, rich profile interactivity and gamification  Increasingly, media channels deliver customized menus of content customized based on stated consumer preferences,  Examples: Medium, Yahoo!/tumblr, Dropbox, XBox, Smart TV  Examples: HuffingtonPost, Circa, Pandora, Flipboard, Pulse, BuzzFeed, iHeartRadio Personalized Functionality  Users customize media, apps, sites to deliver their desired functionality  Personalized alerts, offers, lists, badges, suggestions and recommendations; aggregation of content based on behaviors and preferences  Amazon combines customer insights with data architecture to drive cross-sell and up-sell  Examples: Soundcloud, Spotify, FourSquare, Netflix, Salesforce 20
  • 21. 5. Personalize or perish Big Data Rapidly Expanding = More Sophisticated Analytics The market is enormous …  Big data market will grow at a CAGR of 40% to $16.9B, 7x faster than the overall comm & tech market globally … And is expanding by the day  Annual global IP traffic has reached one zettabyte, an increase of 540,000x from 2003 … enabling real-time and insight driven decision making for ecosystems and consumers  1/3 of data center traffic will be cloud traffic created from brands, retailers, and customers … creating the potential to “snap” multiple clouds together across brands, retailers, and agencies 21
  • 22. 6. Supply chains go digital Linear Supply Chains Are Now Digital Supply Networks User/ Consumer Manufacturer (OEM) Supply chain Distributor /Reseller Manufacturer User/Consumer Supplier Retailer Logistics 22
  • 23. 6. Supply chains go digital Examples of How Supply Chains Are Digitizing 3D Printing = Fewer, Faster Prototyping RFID = Real-Time Visibility into Stock Robotics = Faster, More Automated Assembly Advanced Analytics = Better Network Optimization 23
  • 24. Today’s Agenda • Our Perspective on DigitalW • What We Do / How We Think @ Booz Digital • How We Are Helping Clients Drive Impact 24
  • 25. What We Do Booz Digital is a full-service team of strategists, designers and technologists who help companies turn ideas into transformational business. We are leaders in digital strategy, R&D, and operations, helping clients to design & realize new platforms & to boost performance of existing assets. 25
  • 26. We are a Team of Digital Operators and Experts Rapid Product Development Practical Operating Experience An agile design and development approach ensure a rapid sprint to generation 1 and a test & learn approach which keeps functionality fresh and ins sync with customer needs All of our partners have practical, real-world experience bringing products to market with P&L accountability Multidisciplinary Strategy, product management, human centered design, UX / UI design & solution architecture under one roof Innovative Digital Tools We apply progressive tools to facilitate problem solving and solution design 26
  • 27. What Makes Us Distinctive? Breadth & Depth of Applied Expertise Bring together leading industry & functional experts (adherence, empathetic design, behavior modification, human centered design, solution architecture) Strategy First Agility with Client Needs Operator Mindset Solution Architecture Always centered on why & in search of pragmatic solutions vs. shiny objects Mid-stream pivots are inevitable and required Understand the complexity, not just the opportunity. Bias to push in the interests of client success Art of the possible influences design and ensures solutions are feasible, efficient, and scalable 27
  • 28. Guiding Principles We Live By 1 2 Design for 3 years out, build for today 4 Apply agile in its purest form – fusion of strategy, design, tech 5 Produce a lot to learn a lot (i.e., divergence and convergence) 3 Get feedback early & often from end users 6 Seek commercial engines, not point solutions Technology as an enabler to realize human-centered user experiences 28
  • 29. An Agile Approach Bridges Strategy and Execution QA Ecosystem Technology trends Vision Coding/ development Business model AV production Prototype development Requirements Agile strategy to execution Product purpose &character Divergent concepts Information architecture User experience inspiration Style guide Site/ product map Prototype design Key wireframes & use flows Interface design • • • Stimulates disruptive ideation Provides speed Forces discipline Product brief brief Comps Agile Competitive offerings Consumer segments & needs Features &benefits User experience design Enabling teams to… • • • Pivot easily Manage for uncertainty Create disruptive capabilities Product jam sessions 29
  • 30. Proprietary Tools: Using Innovative Tools Helps Create Disruptive Outcomes Booz Digital‟s working environments include the latest in data visualization capabilities, immersive collaboration rooms, discussion platforms and rapid prototyping toolsets. Data Visualization Immersion Rooms Engagement Platforms Making Tools Launch Video • • Oblong g-Speak enables virtual/spatial data visualization capabilities • Gesture recognition interfaces enable natural control of data • Oblong Mezzanine system provides multidisciplinary collaboration using 6 state of the art LED screens • Web sites encapsulate team working content and enable seamless offline review from any location • Accommodates multiple devices and remote feeds • Facilitates non-linear collaboration and review • Disruptive additive manufacturing enables fast and easy prototyping • Achieves geometries that conventional machining could not achieve 30
  • 31. Today’s Agenda • Our Perspective on Digital • What We Do / How We Think @ Booz Digital • How We Are Helping Clients Drive Impact 31
  • 32. Recent Examples of Our Client Impact Life-sciences Health & wellness Reimagined diabetes patient support and care end-to-end, including patient and provider solutions Reimagined how employees understand their benefits and simplified the world of health & wellness High tech e-commerce Pet specialty retail Reimagined future state ecommerce experience to drive greater conversion, loyalty and customer engagement Future state visioning of digital trends and impacts, informing digital growth strategy and roadmap 32
  • 33. Example 1: Digitized Life-Sciences Solution Booz Digital recently applied agile methods to helped the metabolic unit of a life sciences company ideate and design an innovative digital eco-system for chronic disease patients and their PCPs The challenge • Improve engagement of chronic disease patients by helping them to better manage their disease end-toend Understand persona pain points • • Achieve the design and prototype in record time Bring the patient / user experience to life Vision for an open digital ecosystem, including training, supportive information services, monitoring / tracking and gamification of patient progress • • Foster connectivity (literally and figuratively) with patients & physicians to help solve pain points • Create meaningful differentiation in the eyes of physicians and payors to shift share to the brand What we did: In only 4 months elapsed time… Clear functional stories to support Experience design rooted in behavioral change science • Prototyped digital channels for physicians & patients • Solution architecture, incl. build v. buy v. partner for solution stack • Launch strategy involving partnerships and measurement approach with integrated hospital systems & their physicians 33
  • 34. Example 2: Omnichannel Health & Wellness Experiences Booz Digital recently applied agile methods to enable end-to-end strategy, product design and prototyping of a wellness solution The challenge Dramatically increase employee awareness of benefits engagement in health & wellness activities, by: • Bringing the principles of great consumer digital design to the healthcare (e.g., choice, personalization, intuitive user experience) • Use agile approach to rapidly define and prototype the solution to increase speed to market Personas via ethnography Digital experience Design & prototyping What we did: In only 3 months… • Business strategy • End-to-end product design • Functional prototype with end user testing • B2B customers identified for alpha /beta pilots • Organization mobilized around compelling vision • Clear roadmap to execute • Define / refine new agile methodology to apply to future products 34
  • 35. Example 3: High Tech Customer Experience & Commerce Booz Digital recently applied agile methods to reimagine an ecommerce experience that will drive a 15% life in revenue The challenge • • • Drive significant lift in direct-toconsumer sales, particularly in under-penetrated, high priority categories Develop a visionary prototype grounded in addressing most critical consumer needs and pain points to generate alignment and excitement internally Utilize agile approach to rapidly iterate design Understand persona pain points & Define the DNA for a Future Store What we did: In only 3 months… • Re-imagined vision of future e-store experience, including new value propositions to drive acquisition and loyalty • Quantitative understanding of consumer pain points • Competitive differentiation assessment Concept & prototype development • Product development of each component of future store DNA • Functional prototype, including fully redesigned UX across journey • Opportunity sizing • Future state solution architecture and roadmap • Operating model requirements 35
  • 36. Example 4: Future Visioning and Platform Development Digital products & platform strategy What we did: The challenge • Client achieving healthy organic and inorganic growth, however digital beginning to drive disruption in client‟s sector • Conducted future visioning session to explore a range of certain and uncertain trends that may exist in 10 years • Define customer of the future and determine client‟s digital strategy to increase consumer engagement and share of wallet in-store and online • Developed digital growth strategy, roadmap and execution plan • Initiatives span merchandising, new digital private brands, a remodel plan for the in-store experience, changes to the associate model and omni-channel capabilities • Currently partnered to build customer analytics capabilities and develop digital private brands STEEP+E trend explorations Capability requirements 36