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Fernando Polo @abladias
FICOD 2014
!
Tecnología y 

transformación digital
2004
2014
#TerritoriocreativoTransformaciónDigital
Exponential Growth
4
moore’s law
nanotechnology
biotechnology
#TerritoriocreativoTransformaciónDigital7
@tcreativo
the augmented man
speech to speech translation
cognitive computing
#TerritoriocreativoTransformaciónDigital11
technology
people
organizations
#TerritoriocreativoTransformaciónDigital14
#TerritoriocreativoTransformaciónDigital15
#TerritoriocreativoTransformaciónDigital
El nuevo funnel de compra
Fuente: McKinsey June 2009
2/3 de los puntos de informa...
#TerritoriocreativoTransformaciónDigital18
technology
people
organizations
Average company lifespan on S&P 500 Index 

(in years)
Data: Innosight/Richard N. Foster / Standard & Poors
...
Leer más: Big Data: la brecha digital ampliada
#TerritoriocreativoTransformaciónDigital
Social Intelligence: Brand Persona
BRAND
PERSONA
Excitante
Sincera
Firme
Trabajad...
#TerritoriocreativoTransformaciónDigital
CRM & Loyalty en la ERA DIGITAL
22
web
gps
mobileapp
gamificac.
facebook
tw,in,Ins...
#TerritoriocreativoTransformaciónDigital
MACHINE DATA
EXTRACTORES
GAMIFICACIÓN
NOTIFICACIONES
SOCIAL BUSINESS INTELLIGENCE...
#TerritoriocreativoTransformaciónDigital
APP Mobile
Web
BBDD
SOCIAL
Extractores
datos sociales
Aceptación
permisos
e-mail
...
#TerritoriocreativoTransformaciónDigital
Digital Transformation Framework
25
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL COM...
#TerritoriocreativoTransformaciónDigital26
personas primero
#TerritoriocreativoTransformaciónDigital27
DESCARGAR
#TerritoriocreativoTransformaciónDigital28
DIGITAL CUSTOMER
#TerritoriocreativoTransformaciónDigital
Giffgaff: the community is
the company
34
Caso Giffgaff en #TcBlog
#TerritoriocreativoTransformaciónDigital35
DIGITAL BUSINESS
#TerritoriocreativoTransformaciónDigital
New Business Models
New Channels -
eCommerce
New Products /
Services
New Models
36
#TerritoriocreativoTransformaciónDigital
Local Motors
37
#TerritoriocreativoTransformaciónDigital38
DIGITAL COMPANY
#TerritoriocreativoTransformaciónDigital
Tc Digital Enterprise Framework
39
#TerritoriocreativoTransformaciónDigital40
20th c. efficiency
#TerritoriocreativoTransformaciónDigital
21st c. innovation
41
#TerritoriocreativoTransformaciónDigital
VISION
AUTONOMYDEVELOPMENT
DIGITAL 

VALUES
42
#TerritoriocreativoTransformaciónDigital
Operations 2.0
Lean Startup - Agile digital product development
43
#TerritoriocreativoTransformaciónDigital
Digital Transformation Framework
44
DIGITAL CUSTOMER
DIGITAL BUSINESS
DIGITAL COM...
#TerritoriocreativoTransformaciónDigital45
technology
people
organizations
#TerritoriocreativoTransformaciónDigital46
technology
people
organizations
7ª
edición
#TerritoriocreativoTransformaciónDigital48
Gracias por llegar hasta aquí. 

Soy Fernando Polo, socio y director general ej...
#DigitalTransformation
territoriocreativo.es • territoriocreativo.es/blog • @tcreativo
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
Tecnología y Transformación Digital
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Tecnología y Transformación Digital

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La digitalización de una organización no consiste sólo en aprovechar los avances de la tecnología sino que se trata de adaptarse al nuevo entorno digital. Pero, ¿por dónde empezar? ¿Qué están haciendo otros? ¿Qué beneficios tiene la transformación digital para mi empresa?

Published in: Leadership & Management
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Tecnología y Transformación Digital

  1. 1. Fernando Polo @abladias FICOD 2014 ! Tecnología y 
 transformación digital
  2. 2. 2004
  3. 3. 2014
  4. 4. #TerritoriocreativoTransformaciónDigital Exponential Growth 4 moore’s law
  5. 5. nanotechnology
  6. 6. biotechnology
  7. 7. #TerritoriocreativoTransformaciónDigital7 @tcreativo
  8. 8. the augmented man
  9. 9. speech to speech translation
  10. 10. cognitive computing
  11. 11. #TerritoriocreativoTransformaciónDigital11 technology people organizations
  12. 12. #TerritoriocreativoTransformaciónDigital14
  13. 13. #TerritoriocreativoTransformaciónDigital15
  14. 14. #TerritoriocreativoTransformaciónDigital El nuevo funnel de compra Fuente: McKinsey June 2009 2/3 de los puntos de información que influenciaron 
 decisiones de compra no fueron generados por las empresas, 
 sino por otros consumidores 16
  15. 15. #TerritoriocreativoTransformaciónDigital18 technology people organizations
  16. 16. Average company lifespan on S&P 500 Index 
 (in years) Data: Innosight/Richard N. Foster / Standard & Poors
  17. 17. ... Leer más: Big Data: la brecha digital ampliada
  18. 18. #TerritoriocreativoTransformaciónDigital Social Intelligence: Brand Persona BRAND PERSONA Excitante Sincera Firme Trabajadora Segura Inteligente Técnica Robusta Excitante Realista Familiar Local Honesta Sincera Creíble Saludable Original Alegre Sentimental Cordial Sofisticada Glamourosa Elegante Encantadora Femenina Llana Clase Alta Competente Corporativa Exitosa Líder Segura SM Contemporánea Independiente Sobresaliente Única Imaginativa Joven Tendencia Enérgica Excitante Actual Atrevida Joven Libre Masculina Occidental Resistente Áspera
  19. 19. #TerritoriocreativoTransformaciónDigital CRM & Loyalty en la ERA DIGITAL 22 web gps mobileapp gamificac. facebook tw,in,Inst. opendata tiendas e-commerce wearables int.ofthings encuestas transacción cont.online mobile social hardware id cliente arq. datos análisis socialBI promoción/ gamificación promoción/ gamificación
  20. 20. #TerritoriocreativoTransformaciónDigital MACHINE DATA EXTRACTORES GAMIFICACIÓN NOTIFICACIONES SOCIAL BUSINESS INTELLIGENCE SOCIAL MEDIA ! MONITORING ANALÍTICA! WEB LOPD - LEGAL TRANSACCIONES CLIENTE! ENRIQUECIDO! ! ! ATRIBUTOS! SOCIALES! TRANSACCIONALES! Y DE! FIDELIZACIÓN GESTOR DE! PROMOCIONES! Y REGLAS Social content management CAMPAÑAS PERMISOS COMUNICACIÓN SOCIAL LOGIN CRM LOYALTY CRM & Loyalty 2.0 - Módulos 23
  21. 21. #TerritoriocreativoTransformaciónDigital APP Mobile Web BBDD SOCIAL Extractores datos sociales Aceptación permisos e-mail nº tarjeta PLATAFORMA GAMIFICACIÓNUsuario gamificado Monitorización Interacción social SOCIAL CRM Gestor de Campañas Sistema de Fidelizacións Sistema de Ventas Analítica WEB - LOGsATC SISTEMAS TRANSACCIONALES Transacciones Navegación !Interacciones Consultas Tienda e commerce MICROSEGMENTACIÓN COMUNICACIÓN PERSONALIZADA MEJORA EXPERIENCIA USUARIO INCENTIVOS EMOCIONALES Acceso Privado DW - BBDD ANALITICA - BIG DATA Mapa de sistemas 24
  22. 22. #TerritoriocreativoTransformaciónDigital Digital Transformation Framework 25 DIGITAL CUSTOMER DIGITAL BUSINESS DIGITAL COMPANY Brand / Sales / Loyalty Channels / Product & Services
 / New Biz Models Leadership / Processes 
 / Organization / Culture DIGITAL SKILLS
  23. 23. #TerritoriocreativoTransformaciónDigital26 personas primero
  24. 24. #TerritoriocreativoTransformaciónDigital27 DESCARGAR
  25. 25. #TerritoriocreativoTransformaciónDigital28 DIGITAL CUSTOMER
  26. 26. #TerritoriocreativoTransformaciónDigital Giffgaff: the community is the company 34 Caso Giffgaff en #TcBlog
  27. 27. #TerritoriocreativoTransformaciónDigital35 DIGITAL BUSINESS
  28. 28. #TerritoriocreativoTransformaciónDigital New Business Models New Channels - eCommerce New Products / Services New Models 36
  29. 29. #TerritoriocreativoTransformaciónDigital Local Motors 37
  30. 30. #TerritoriocreativoTransformaciónDigital38 DIGITAL COMPANY
  31. 31. #TerritoriocreativoTransformaciónDigital Tc Digital Enterprise Framework 39
  32. 32. #TerritoriocreativoTransformaciónDigital40 20th c. efficiency
  33. 33. #TerritoriocreativoTransformaciónDigital 21st c. innovation 41
  34. 34. #TerritoriocreativoTransformaciónDigital VISION AUTONOMYDEVELOPMENT DIGITAL 
 VALUES 42
  35. 35. #TerritoriocreativoTransformaciónDigital Operations 2.0 Lean Startup - Agile digital product development 43
  36. 36. #TerritoriocreativoTransformaciónDigital Digital Transformation Framework 44 DIGITAL CUSTOMER DIGITAL BUSINESS DIGITAL COMPANY Brand / Sales / Loyalty Channels / Product & Services
 / New Biz Models Leadership / Processes 
 / Organization / Culture DIGITAL SKILLS
  37. 37. #TerritoriocreativoTransformaciónDigital45 technology people organizations
  38. 38. #TerritoriocreativoTransformaciónDigital46 technology people organizations
  39. 39. 7ª edición
  40. 40. #TerritoriocreativoTransformaciónDigital48 Gracias por llegar hasta aquí. 
 Soy Fernando Polo, socio y director general ejecutivo de Territorio creativo, agencia consultora de Social Business. 
 Puedes seguirme en Twitter (@abladias) o en mis blogs Abladías y #TcBlog. O leer mi visión sobre el futuro del marketing en el siglo XXI en nuestro libro #Socialholic
  41. 41. #DigitalTransformation territoriocreativo.es • territoriocreativo.es/blog • @tcreativo

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