Digital disruption - International Communication Days 2016 - Erasmushogeschool Brussels - Artesis Plantijn Hogeschool Antwerp - december 2016

ICD2016: Digital Disruption
Innovation and concepting in a digital world that leads to new business development
Erasmushogeschool & Artesis Plantĳn Hogeschool december 2016
Ayman van Bregt digital strategist International Communication Days 2016

About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)
Slides: bit.ly/icd2016-digital-disruption

About Ayman van Bregt
Digital strategist
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)

Agenda
01
02
03
Shifts in business, media and behavior
Digital disruption examples
Models for digital transformation
04
05
Tips for digital transformation
Q & A

Context ﬁrst

Deﬁning digital disruption
What is digital disruption?
Digital disruption
Digital disruption is the change that occurs when new
digital technologies and business models aﬀect the
value proposition of existing goods and services.

Deﬁning innovation, concepting and new business development
Digital disruption: Innovation and concepting in a digital world that leads to new business development
Innovation
Innovation is a new idea, more
effective device or process. It
applies a better solution that
meets new requirements,
inarticulated needs, or existing
market needs.
Concepting
An idea of something formed
by mentally combining all its
characteristics, creating
value as a construct for
business.
New business development
New business development
concerns all the activities involved
in realizing new business
opportunities, including product
or service design, business model
design, and marketing.
t

SHIFTS EXAMPLES MODELS TIPS Q&A
Shifts in business, media and behavior
“People who bet against the Internet, who think that somehow this change is just a generational shift, miss
that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the
end user, and that end user is going to use them.” - Eric Schmidt

Source: https://ﬂic.kr/p/ffeAdk
Agricultural economy used technology to ease work

Source: https://ﬂic.kr/p/cYNcbY
Industrial economy used technology to scale production

Source: https://ﬂic.kr/p/r2Xwfs
Information economy used technology to digitize

Experience economy used technology to provide more service

Source: KPCB Internet Trends 2013 www.kpcb.com/ﬁle/kpcb-internet-trends-2013

Source: postnl.nl

Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X

Source: KPCB Internet Trends 2014 www.kpcb.com/ﬁle/kpcb-internet-trends-2014

Source: https://www.ecommercenews.be/ecommerce-belgie-groeit-naar-e96-miljard-2016/

Bron: https://youtu.be/FW651kusiBI

Shifts in business because of digital disruption
In 2015, Uber, the world’s largest taxi company, owns no
vehicles. Facebook, the world’s most popular media owner,
creates no content. Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest accommodation
provider, owns no real estate. Something interesting is
happening.
Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/

Source: https://www.macroaxis.com
Ayman van Bregt digitaal strateeg International Communication Days 2016

Shift in business because of digital disruption
Shorter lifespan and more uncertainties;
Technology one of the most important drivers for business;
Simplifying supply chains;
Source: http://blogs-images.forbes.com/learnvest/ﬁles/2014/06/behavior-change-expert-
questions.jpg
01
02
03
Focus on communities and platforms.04

Source: http://joyerickson.wordpress.com/2011/06/15/chatting-with-friends-over-dinner-from-mssc/

Source: http://antranik.org/wp-content/uploads/2013/11/technology.jpg?900771

Source: https://ﬂic.kr/p/8w5ywj

Media consumption back in the days
Media attributes of the past
Lineary;
Location speciﬁc;
Limited possibilities;
Passive.
Source: http://ﬂic.kr/p/8w5ywj
01
02
03
04

Source: http://youtu.be/8JenAyMmZ68

Media consumption nowadays
Media attributes of the current
Nonlineary;
Not location specific;
Indefinite possibilities;
Active and/or passive, you are connected.
Source: flic.kr/p/8nNBUK
01
02
03
04

Source: http://visual.ly/reaching-50-million-users

Source: http://wearesocial.com/uk/special-reports/digital-in-2016

Source: https://youtu.be/LgtYcg4SebA

Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
Media consumption research
Average adult’s daily media and ad exposure
01
02
03
Average number of advertisement and brand
exposures per day per person: 5,000+;
04
Average number of “ads only” exposures per
day: 362;
Average number of “ads only” noted per day:
153;
Average number of “ads only” that we have
some awareness of per day: 86;
05
Average number of “ads only” that made an
impression (engagement): 12.

Source: Business Insider Internet of Things (IoT) growth http://uk.businessinsider.com/how-the-internet-of-things-market-will-grow-2014-10

Shift in media use because of digital disruption
Media abundance;
Mobile is one of the most important screens;
Remaining visibility is the biggest challenge for companies
and brands.
Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/
01
02
03

Source: http://www.express.co.uk/comment/columnists/peter-hill/374261/Smart-phones-lead-to-dumb-people

Source: https://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is

Source: WhatsApp monthly active users http://venturebeat.com/2016/02/01/whatsapp-passes-1-billion-monthly-active-users/

Source: https://twitter.com/cap0w/status/431176293590106112

Source: http://edition.cnn.com/2014/09/15/world/asia/china-cellphone-sidewalk/

Source: https://www.linkedin.com/company/delray-recovery-center

Source: https://youtu.be/qe1v9q1fKmI

Shift in behavior because of digital disruption
FOMO: Fear of missing out
Nomophobia: No-mobile-phone phobia
Infobesity: Information overload
Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior
01
02
03

Digital disruption examples
“A disruptive innovation is a technologically simple innovation in the form of a product, service, or business
model that takes root in a tier of the market that is unattractive to the established leaders in an industry.” 
- Clayton Christensen

Digital disruption - Food delivery and restaurant industry
Deliveroo disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
Source: http://www.tripadvisor.co.uk/ Source: https://deliveroo.be/

Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital disruption - Food delivery and restaurant industry
Deliveroo disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
01
02
03
Combining logistics and online food ordering;
04
Community by uniting supply and demand;
Personalisation and choice (recommendation
engine based on ingredients);
Focus on customer service;
05 Realtime insights (food tracking, delivery time).

Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
Source: http://hotellucystar.ro/en/booking/ Source: http://kevinwarnock.com/2011/07/30/

Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
01
02
03
Selling spare rooms instead of owning hotels;
04
Community by uniting supply and demand;
Personalisation and choice;
Extra services available;
05 AirBnB business ecosystem.

Source: https://youtu.be/yQ0_7vGJQL8

Digital disruption - Supermarket industry by Amazon Go
Amazon disrupting the grocery and supermarkt industry by changing the shopping experience supported by smart technology
Ayman van Bregt digitaal strateeg Being Social
Source: https://youtu.be/NrmMk1Myrxc

Models for digital transformation
“The reason why it is so difﬁcult for existing ﬁrms to capitalize on disruptive innovations is that their processes
and their business model that make them good at the existing business actually make them bad at
competing for the disruption.” - Clayton Christensen

Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy

Source: Digital Transformation O.P.P.O.S.I.T.E Framework for customer experience https://ﬂic.kr/p/E4tZk6

Source: Cap Gemini - Digital transformation https://www.capgemini.com/resources/digital-transformation-a-roadmap-for-billiondollar-
organizations

Source: Customer journey building with Eloqua http://blog.crmit.com/tag/eloqua/

Source: The future of marketing automation - TechCrunch http://techcrunch.com/2015/04/23/the-future-of-marketing-automation/

Tips for digital transformation
“Management is the opportunity to help people become better people. Practiced that way, it's a magniﬁcent
profession.” - Clayton Christensen

Tips for digital disruption: McKinsey’s insights
Digital disruption: Consumer trends and what businesses need to do now
Stay close to users by investing in customer insights;
Build a competitive edge with deep analytic skills;
Make business models more robust to reﬂect
consumer diversity;
Ensure investments are clearly aligned with
consumer shifts.
Source: http://www.mckinseyonmarketingandsales.com/digital-disruption-evolving-usage-and-the-new-value-chain
01
02
03
04

Tips for digital disruption: Unbundling
Microservices that provide personal experiences
Unbundle packaged offerings;
Use technology to give customers more
choice and control;
Create ﬂexible revenue models (only pay for
what you use);
Manage expectations well and provide a great
customer experience and customer service.
Source: https://susannye.ﬁles.wordpress.com/2011/04/asparagus_04.jpg
01
02
03
04

Tips for digital disruption: The Innovator’s DNA
Mastering the Five Skills of Disruptive Innovators
Associating (linking ideas that aren’t obviously related);
Questioning (questions that challenge the status quo);
Observing (observing how things work and what doesn’t
work);
Networking (meeting people from different backgrounds
and perspectives to extend your knowledge);
Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/
01
02
03
04
Experimenting (trying out new experiences with the world
as your laboratory).
05

T-shaped People
People needed for digital transformation have breadth of knowledge and a depth of expertise
Source: Econsultancy The context for digital transformation http://bit.ly/digital-transformation-econsultancy
01
T-shaped people are deﬁned as those who have a strong
vertical expertise but also wider knowledge or empathy
for other digital disciplines. This is not to say that vertical
expertise is less important, but more that when this is
combined with that wider understanding it is increasingly
valuable in appreciating the wider context of specialist
work, identifying opportunities for greater collaboration or
efﬁciencies, and seeing the bigger picture.

Source: Econsultancy The context for digital transformation skills http://bit.ly/digital-transformation-econsultancy

Source: World Economic Forum - The future of jobs http://www3.weforum.org/docs/WEF_Future_of_Jobs.pdf

Source: Econsultancy - The context for digital transformation https://econsultancy.com/reports/webinar-the-context-of-digital-
transformation/downloads/7509-econsultancy-context-of-digital-transformation-webinar-pdf/

Q&A
“Question everything.” - Maria Mitchell

From pushing to attracting
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption

From interrupting to inviting

From unfocussed (ignorance) to focussed

From control to letting go

From avoiding risk to managing risk

From disjointed
(customer) experiences
to seamless 
(customer) experiences

Convenience
(Potential) customers are impatient and expect ‘instant feedback’ like running water from a tab or connecting a cable to a power outlet
to recharge a smartphone

(Digital) Relationship before the focus on the transaction
(Potential) customers have a need for information so deliver ﬁrst upon their requests and than they’ll be willing to listen to what you
have to offer.

Personal
(Potential) customers want you to recognise and acknowledge their situation and don’t apply a one size ﬁts all principle.

Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency

Source: Inbound 2013 HubSpot https://youtu.be/49Fo3k8jfqI

Source: https://youtu.be/9Grfxp4oAhM Just Eat and Starship disrupting food delivery services

‘The difference between helping and selling is just two letters. But those two letters are
critically important to the success of business today.’ - Jay Baer

Contact
ayman@gamechange.rs
+31 6 41 383 525
Creates meaningful digital customer experiences for companies
http://about.me/aymanvanbregt

Digital disruption - International Communication Days 2016 - Erasmushogeschool Brussels - Artesis Plantijn Hogeschool Antwerp - december 2016

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