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Digital DNA - Concept & Definition

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Here I exercise the concept and definition of Digital DNA, showing by example cases of analog vs digital companies.

I also describe the 5 elements that make-up a Digital DNA.

Published in: Leadership & Management
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Digital DNA - Concept & Definition

  1. 1. São Paulo & London May 2015 Fabricio Dore Digital DNAConcept & Definiton
  2. 2. 10% of the world’s photos were taken in the last 45 days. Source: Future of the Latam Banking Experience, Brett King, 2014.
  3. 3. 79 million #selfie on Instagram. (Even the Pope). Source: http://www.wired.com/2014/02/explore-world-selfies-new-data-visualization-tool/ (2014)
  4. 4. 76% of all mobile phones in Brazil are smartphones. Source: IDC (2014)
  5. 5. 58% of CEOs still think Digital is a major challenge. Fonte: http://www.forbes.com/sites/gilpress/2015/02/27/new-pwc-survey-ceos-embrace-digital-transformation/ (2015)
  6. 6. A short bio.
  7. 7. UFRJ, Umeå, IDEO, Itaú, Huge.
  8. 8. Foto no hospital
  9. 9. Foto no hospital
  10. 10. Foto da ford
  11. 11. Agenda. 1 Analog vs Digital Companies. 2 Digital DNA. 3 Transforming a Bank.
  12. 12. Analog vs Digital Companies.
  13. 13. Analog
  14. 14. IKEA Retail
  15. 15. HSBC Financial Services
  16. 16. Hertz Mobility
  17. 17. P&G Consumer Products
  18. 18. Fonte: http://www.retailwire.com/discussion/17883/does-p-and-g-need-retailers-anymore $19.22 ($18.26) Amazon $19.22 ($18.26) Target $19.99 P&G eStore
  19. 19. Sainsburys Supermarket
  20. 20. “The grocery retailers are feeling the heat from British consumers switching from a weekly shop in a supermarket to smaller shopping trips across supermarkets, convenience stores and online.” Source: http://www.telegraph.co.uk/finance/newsbysector/epic/sbry/11585124/Sainsburys-falls-to-first-loss-for-a-decade.html
  21. 21. Natura, Abril, Itaú, Folha de São Paulo, NYT, New Jersey Transit, BMW, Novartis, Bayer CropScience, Broadway, Walmart, Staples… Companies facing the challenge.
  22. 22. Retail, Financial Services, Mobility, Consumer Products, Supermarket, Hospitality, Pharma… Industries affected.
  23. 23. Digital
  24. 24. 44 Characteristics of a digital company. Technology as the foundation of UX and Business, Customer- centered, Real Time, Transparent, Desintermediation, Marketplace, Remove Friction, Rethink the Entire Experience, Mobile First.
  25. 25. Digital DNA.
  26. 26. It’s much more than having an app.
  27. 27. It’s much more than having a marketing campaign about Digital. 47
  28. 28. It’s about technology: Data, Back-end, Front-end. 48
  29. 29. It’s about the connection of strategy and execution. 49
  30. 30. Digital DNA is the combination of organizational, human and technological factors that make-up a Digital Company.
  31. 31. 51 5 Elements of the Digital DNA Organizational Design 1 People Management Leadership Technology Platform User Experience 5432
  32. 32. Organizational Design Distributed decision making and responsibilities in flexible org structures. 1 1
  33. 33. “Research shows that every time the size of a city doubles, innovation or productivity per resident increases by 15 percent. But when companies get bigger, innovation or productivity per employee generally goes down. So we're trying to figure out how to structure Zappos more like a city, and less like a bureaucratic corporation. In a city, people and businesses are self-organizing. We're trying to do the same thing by switching from a normal hierarchical structure to a system called Holacracy, which enables employees to act more like entrepreneurs and self-direct their work instead of reporting to a manager who tells them what to do.” – Tony Hsieh, CEO da Zappos Fonte: http://www.zapposinsights.com/about/holacracy Holacracy
  34. 34. Lean Startup (as team building) “Within companies the power has shifted as well. Individuals and small teams can have a massive impact.” - Eric Schmidt, ex-CEO Google
  35. 35. People Management Recruiting, evaluation, development and retention of Smart Creatives*. 1 2
  36. 36. “They are intellectually versatile, typically combining technical depth with business savvy and creative flair.” How Google Works: Smart Creatives.
  37. 37. Leadership Distributed, based on inspiration, influence and mentorship. 1 3
  38. 38. Fonte: https://hbr.org/2014/01/ideos-culture-of-helping/ar/1 HBR: IDEO’s culture of helping.
  39. 39. Technology Platform Is the foundation to deliver and create value. Technology is strategy. 1 4
  40. 40. User Experience The power is on the customer’s hands. 1 5
  41. 41. Transparent: Audible
  42. 42. Control: AO.com
  43. 43. Friction-less: 99Taxis
  44. 44. Smart: Nest
  45. 45. Simple: Moven
  46. 46. Transforming a bank.
  47. 47. Biggest transformation in financial services in the last 4000 years.
  48. 48. 32% bank’s revenues will be at risk by 2020. Source: Accenture (2014)
  49. 49. Millennials are questioning the role of banks. 71% Prefer to go to the dentist instead of their banks. 33% Believe they don’t need a bank for anything. 73% Would prefer to bank with Google, Amazon, etc. Source: http://www.millennialdisruptionindex.com/ (2014)
  50. 50. Customers are already digital. Source: Itaú (2014) 74 70 62 58 57 47 42 26 30 38 42 43 53 58 2008 2009 2010 2011 2012 2013 2014 % of Volume of Transactions at Itaú Unibanco (2008-2014): Canais Tradicionais (TCX, ATM, Telefone) Canais Remotos (Internet e Mobile) Where were you this day?
  51. 51. Customers know what to use social media for. 120% Source: Itaú (2014) Increase in customer service via social media.
  52. 52. 2011-2015 Head of Digital Innovation 24-37 dedicated team. +15 projects in tandem encompassing from strategy to delivery.
  53. 53. 96k FTEs 6,5mil FTEs in IT +20bi Net Income (2015, BRL)
  54. 54. Digital Channels Digital Bank
  55. 55. Site Customer-centered.
  56. 56. Mobile first.
  57. 57. Multiple digital touchpoints.
  58. 58. Transforming from inside-out.
  59. 59. Each and every business is now Digital. Even if they don’t know or don’t want to accept it.
  60. 60. Q&A
  61. 61. Obrigado! @superfab fabricio.dore@gmail.com fabriciodore

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