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Digital Transformation in automotive

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Jo Caudron's presentation about Digital Transformation in automotive for Autobuzz, at "Huis van de automobiel". It was about all the disruption that is happening around us, which affects every sector, including automotive, and how we can deal with it.

Who will stand up against the digital excellence of Tesla?

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Digital Transformation in automotive

  1. 1. Digital transformation: ! the impact of digital disruption on your world ! ! AutoBuzz, September 2014 jo@dearmedia.be / @jcaudron / +32 475 43 80 98
  2. 2. Out Now! • www.digitaltransformationbook.com • English version available now - Hardcover book - eBook • Dutch version coming early October
  3. 3. Jo Caudron Digital Consulting Firm Social Media Campaigning Platform DadoVan Peteghem
  4. 4. @jcaudron • a digital consulting company • founded in 2009 by Jo Caudron, currently we are 6 consultants • our mission is to help you find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients
  5. 5. @jcaudron Our Field of Activities ! Digital Transformation Modeling: Digital impact on traditional communication, media, business, ... Online Social Mobile & Tablets Future Media & Marcomm
  6. 6. @jcaudron Smile, you’re in a crisis ;-) The future is about permanently dealing with change and going in and out of moments of crisis. ! Are you ready to deal with this in your business context? Digital Transformation
  7. 7. Digital Transformation is really happening
  8. 8. @jcaudron@jcaudron Digital Transformation Modeling From ... ... to The Business Digital (at the sideline) Digital in the core
  9. 9. @jcaudron@jcaudron Digital Transformation Modeling From ... ... to The Business Digital (at the sideline) From ... The Business Digital (at the sideline)
  10. 10. @jcaudron@jcaudron Digital Transformation Modeling From ... ... to The Business Digital (at the sideline) Digital in the core From ... The Business Digital (at the sideline) Digital in the core Digital in the core Digital in the core
  11. 11. @jcaudron@jcaudron Digital Transformation TV Radio Print Billboards DM DigitalMedia From ... ... to Sales Marketing&Communication Service&Support HR IT PR&ExternalCommun. R&D&Enterprise2.0 Digital Transformation
  12. 12. @jcaudron@jcaudron Do you accept...? How big should CHANGE be? In order to change the world?
  13. 13. Kodak Stock Evolution 1988 2000 2002 2004 2006 2008 2010 2012 Digital Photography Iphone
  14. 14. 1.750 1.500 1.200 1.000 750 500 250 0 Jan 2007 Jan 2008 Jan 2009 Jan 2010 175 150 125 100 75 50 25 0 Blockbuster Netflix Blockbuster Versus Netflix (source: CNBC)
  15. 15. @jcaudron@jcaudron
  16. 16. @jcaudron Waves of Digital Transformation 1995+! Music Photography Video Rental … 2010+! Print Media TV Travel … 2015+! Retail Healthcare Automotive Education …
  17. 17. @jcaudron The rollercoaster and the canary in the coalmine
  18. 18. 7 metaphors to understand the impact of change
  19. 19. The Glass House The Package The Frog The GatekeeperThe Traveller The Participant The Cyborg THE WHEEL OF CHANGE
  20. 20. Transparency Closeness Responsiveness Speed / Agility Authenticity Accountability Bi-directional Humanization The Glass House
  21. 21. Transparency Closeness Responsiveness Speed / Agility Authenticity Accountability Bi-directional Humanization The Glass House
  22. 22. Transparency Closeness Responsiveness Speed / Agility Authenticity Accountability Bi-directional Humanization The Glass House 148K
  23. 23. Tesla shares its patents Transparency Closeness Responsiveness Speed / Agility Authenticity Accountability Bi-directional Humanization The Glass House
  24. 24. Transparency Closeness Responsiveness Speed / Agility Authenticity Accountability Bi-directional Humanization The Glass House The relationship is changing
  25. 25. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package
  26. 26. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package Angry Birds Twitter, Facebook Newspaper Website CNN online / app Blogs Vertical sites and specialties portals Yelo App Boxee Spotify + Metafy Sporza.be LinkedIn, Monster, ... eBay Pinterest, blogs Weather Pro (iPhone) Traffic: Inrix + iCoyote (iPhone) Digg.be Twitter, Facebook RSS Breaking news In-depth analysis Services Weather Classifieds Jobs Sports TV Fun Specials Discovery culture Trends & Lifestyle
  27. 27. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package
  28. 28. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package versus
  29. 29. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package https://cloudyourcar.com/ Car fleet management using the cloud
  30. 30. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package
  31. 31. From monolithic to atomic Small & Simple APPification Long Tail Personalized Real-Time Utility / Usability Value for Money Agile/Cloud/SaaS The Package Product, services and packages are changing. From bundling to unbundling to rebundling
  32. 32. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog
  33. 33. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog
  34. 34. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog
  35. 35. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog http://www.macobserver.com/tmo/article/apple-lands-digital-wallet-deal-with-amex-visa-mastercard Apple is bypassing the payment systems with its mobile wallet:
  36. 36. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog https://www.uber.com/ Uber: bypassing the taxi industry And other startups are also gaining popularity
  37. 37. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog https://www.clickmechanic.com/ ClickMechanic: an online marketplace aiming to connect consumers with car mechanics (UK)
  38. 38. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog If you can sell expensive cars online, you can sell anything online.
  39. 39. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog
  40. 40. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog “we will build this ourselves…”
  41. 41. By-passing Virtualization (services, products, support, distribution, ...) Distortion of the value chain The Frog The position in the value chain is challenged
  42. 42. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper
  43. 43. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper Crowd-sourced opinions Peers as news distributors Automatic algorithms
  44. 44. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper New “experts”
  45. 45. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper Brands by-passing the media to directly connect with the audience
  46. 46. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper Guess who will determine what happens IN your future cars…
  47. 47. Gatekeeper meets the Second Gatekeeper (the power of social media) Fragmentation of (communication) touchpoints Recommendations Ambassadorship The Gatekeeper Opinion making is challenged
  48. 48. Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data The Traveller
  49. 49. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  50. 50. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  51. 51. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  52. 52. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  53. 53. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  54. 54. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data Primary location and place of consumption change The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data
  55. 55. The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  56. 56. The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  57. 57. The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  58. 58. The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  59. 59. The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service http://www.zipcar.com/ Car sharing initiatives
  60. 60. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data Peer-to-peer airport rentalsThe Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  61. 61. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data Elon Musk acts upon the input he receives form the community The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  62. 62. The Traveller Mobile technology Location / Local Always on / Instant gratification Decreased mobility (for society) De-centralized / NWOW “Good is good enough” Small Data Consumers are uniting and creating powerful communities The Participant Community Gamification Co-creation / Collaboration The power of the crowd Empowered Self (Self-)service
  63. 63. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness
  64. 64. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness
  65. 65. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness http://www.digitaltrends.com/mobile/mercedes-benzs-google-glass-app-feeds-directions-straight-to-your-eyeballs/ Mercedes’ Glass app pipes directions through Google Glass and directly to the wearer’s eyeballs
  66. 66. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness Contextual Awareness: technology knows everything Location/ time-aware Activity- aware Product- aware Intention- aware
  67. 67. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness
  68. 68. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness http://www.designboom.com/technology/audi-a3-car-manual-enhanced-by-augmented-reality-app/ Augmented reality
  69. 69. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness http://www.extremetech.com/extreme/183174-googles-new-self-driving-car-electric-no-steering-wheel-and-incredibly-cute Robots are entering our daily lives
  70. 70. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness
  71. 71. The Cyborg Quantified Self Wearable Computing Internet of Things Big Data Open Data Monitoring Even Smaller Contextual Awareness Technology keeps progressing
  72. 72. Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity The Glass House Relationship Monolithic vs. atomic APPification Long Tail Personalized Experience Speed Price (Self-)service Scalability The Package Product, Service & Packaging Bypassing Virtualization Fragmentation of touchpoints The Frog Position in the value chain New gatekeepers Recommendations "Good is good enough" Ambassadorship The Gatekeeper Opinion making The Traveller Place Utility Empowered self Delivery fulfillment New way of working Contextual awareness Real-time Location & Place The Participant Community Gamification Collaboration The power of the crowd Community The Cyborg Internet of things Wearables Quantified self Robotics Data Monitoring Progressive Technology We have to prepare for a digital future, with new rules and new relationships
  73. 73. Digital Transformation Modeling (DTM)
  74. 74. @jcaudron Disruption is real, deal with it! Disruption Modeling Transformation
  75. 75. @jcaudron It’s no longer about digital, it’s about business Corporate (comm) Strategy Digital Strategy Social Strategy Company Strategy Digital World
  76. 76. @jcaudron
  77. 77. Impact Insights Scenarios Business Cases Trendwatching DigitalTransformationModeling
  78. 78. Impact Insights Scenarios Business Cases Trendwatching DigitalTransformationModeling
  79. 79. Impact Insights Scenarios Business Cases Trendwatching DigitalTransformationModeling
  80. 80. Impact Insights Scenarios Business Cases Trendwatching DigitalTransformationModeling
  81. 81. Impact Insights Scenarios Business Cases Trendwatching DigitalTransformationModeling Trendwatching !
  82. 82. For most companies, this is still a mighty long way to go…
  83. 83. AllDigitalNow Trendwatching Impact Insights Scenarios Business Cases Objective: Create a detailed view on how “digital” your entire organization actually is. Define recommendations to improve the Digital Culture on all levels. ! Approach: • Assessment • Digital Readiness In- Company Survey • Senior Management Scan (incl. BoD) • Division Scan • Digital Leadership Creation: action plan and (individual) coaching to inject more digital DNA on all levels (custom) Objective: Elaborate (each of the cases of) the short list of business cases that were defined in the general DTM approach. ! Approach • detailed approach to develop the business model for each idea, based on • comparative research to validate ideas in a broader context • the Business Model Generation methodology Objective: Kick-start the Digital Agenda for the organization, based on all previous steps.The Digital Agenda is the strategic and tactical roadmap for digital transformation and serves as a evolutive roadmap. ! This contains: • future vision of transformation • company LT and ST strategy • operational plan (business cases) • actions for cultural change • digital status Digital Leadership Development Business Case Development Digital Agenda Development 3 Transformation 1 Start 2 Follow-up
  84. 84. For most companies, this is still a mighty long way to go…
  85. 85. So, where are you? How digital is your company? ! Digital Leadership Assessment
  86. 86. “If you can't understand the new world of digital, fire yourself. Build an executive team that is digital-first (when problems arise, the first solution is always digital). Make sure there is a techie on the board of directors. If the board has a low digital IQ, the company will have a low digital IQ” George Colony CEO Forrester Research So, where are you? How digital is your company? ! Digital Leadership Assessment
  87. 87. Your Market Your Company Your Leadership Digital Leadership Assessment The Age Test Is this you?
  88. 88. Your Market Your Company Your Leadership Digital Leadership Assessment The Age Test Guess who’s this
  89. 89. Digital Leadership Assessment The 7x7 Test Who’s an (active) user? CEO Sales Mkt CIO COO HR CFO … Facebook V X Twitter X X LinkedIn V V Snapchat X X Youtube V X Smart- phone! V V Tablet V X … Pick 7 (or more) relevant digital activities Score your leadership team on active usage/ understanding If a member doesn't score at least 4 out of 7, he’s out. In Out If the majority of leadership is out, the company is out
  90. 90. Probably you just failed both tests …
  91. 91. Build Your Digital Transformation Team ! It doesn’t have to be large and costly ! It needs to be strategically high- priority
  92. 92. @jcaudron The Factory The Guesthouse The Garage Incremental innovation • Development of ‘need to have’ digitals projects and technology • Working on the existing foundation of the company • Follows general procedures and regulations • Slow Change projects • Small and dedicated project-teams, focused on in-house innovation • Limited independency: they are an (internal) supplier of the factory • Focus on strategically important new-style projects or add-ons that will be rolled-out within the existing company architecture Breakthrough innovation • Small dedicated teams focused on innovation • Autonomous operations and decisions • Possibly separate entities • Focused on agile and rapid development and roll- out of ideas in a stand-alone model •These can be grass-root internal initiatives or acquisition of interesting targets
  93. 93. @jcaudron Digital Transformation From ... ... to The Business Digital (at the sideline) Digital in the core From ... The Business Digital (at the sideline) Digital in the core Digital in the core Digital in the core
  94. 94. @jcaudron Digital Transformation From ... ... toFrom ... Your captain
  95. 95. @jcaudron The Digital Commandments, your new mantra!
  96. 96. @jcaudron 1. The customer always decides
  97. 97. @jcaudron 2. All things you do must start from a superior experience
  98. 98. @jcaudron 3. From now on, you are an agile and flexible company
  99. 99. @jcaudron 4. You live in a world of uncertainty
  100. 100. @jcaudron 5. Always play on the offense instead of the defense
  101. 101. @jcaudron 6. Don’t be afraid to cannibalize your own business
  102. 102. @jcaudron 7. Never, ever, disrespect new or small players
  103. 103. Things to take away ...
  104. 104. @jcaudron
  105. 105. Digital transformation: ! the impact of digital disruption on your world ! ! AutoBuzz, September 2014 jo@dearmedia.be / @jcaudron / +32 475 43 80 98
  • SaifudinHs

    Feb. 24, 2019
  • fabiandelhaxhe

    Sep. 25, 2015
  • BartSwimberghe1

    Jan. 28, 2015
  • SCHUERME

    Nov. 3, 2014

Jo Caudron's presentation about Digital Transformation in automotive for Autobuzz, at "Huis van de automobiel". It was about all the disruption that is happening around us, which affects every sector, including automotive, and how we can deal with it. Who will stand up against the digital excellence of Tesla?

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