Digital Disruption: is Just the Beginning - Vijayanta Gupta
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Very few industries, if any at all, have been left untouched by the advent of the digital consumer. Business models are getting disrupted due to the emerging consumer demands as well as due to the increasing sophistication of digital technologies. In this session, we will look at the past, present and (possibly) the future of digital disruption.
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Digital Disruption: is Just the Beginning - Vijayanta Gupta
- 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital IS Disruption JUST THE Beginning @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Vijayanta Gupta Head of Product & Industry Marketing | Adobe EMEA @vijayanta vijayanta.gupta@adobe.com
- 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
- 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
- 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital IS Disruption JUST THE Beginning @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 How on earth did we get here?
- 8. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Societal Waves: The Third Wave, Alvin Toffler 9
- 9. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Society EVOLVESin wavesEach one builds on & replaces the previous – AlvinToffler
- 10. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 WAVE 3 WAVE 2 AgrariansocietyWAVE 1 Informationsociety Industrialsociety
- 11. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is Going Through a Similar Evolution…Very Rapidly. 12 Digital is TRANSFORMING rapidly
- 12. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Journey-centric digital interactions & organizational integration Channel-centric digital interactions between customers & brands Website-centric digital interactions between customers & brands Three Waves of Digital Engagement 13
- 13. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The First Wave: Web Site-based Interaction Between Consumers and Brands THE FIRST WAVE
- 14. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Dot-com Bust 4,600 1,200 Nasdaq Points Source: Bloomberg 2002 2000 THE FIRST WAVE
- 15. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Real Winners Started to Emerge THE FIRST WAVE
- 16. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured 17 THE FIRST WAVE
- 17. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Second Wave: Channel-based Digital Interaction Between Customers and Brands 18 THE SECOND WAVE DIGITALTV EMAIL SOCIAL LOCATION-BASED SERVICES ONLINEVIDEO OUTLET/KIOSK DIGITIZATION MOBILE
- 18. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers Were Faced With Two Very Interesting Trends Explicit TWO-WAY COMMUNICATION Implicit Multiple TOUCHPOINTS per customer 19 THE SECOND WAVE
- 19. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: Every Interaction has a Digital Footprint ONLINE TOUCH POINTS OFFLINE TOUCH POINTS In-storepurchases Favoritestores Recentloan 20 THE SECOND WAVE
- 20. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure effectiveness across the entire customer journey and not just the touch-point The Third Wave: Customer Journey-centric Digital Engagement 21 THE THIRD WAVE
- 21. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel-focused Silos Getting in the Way THE THIRD WAVE
- 22. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration and Interaction Needed Across the Organization SURF TOGETHER Everyone needs to THE THIRD WAVE
- 23. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This Wave is an Enterprise Transformation Initiative 24 This wave ENTERPRISE TRANSFORMATION exercise isan
- 24. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Emerging Fourth Wave: Disruptive Digital Business Models THE FOURTH WAVE
- 25. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 Marc Andreessen Co-founder - Netscape General Partner - Andreessen Horowitz “Software Is Eating The World”
- 26. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Established Products and Services are Becoming Commodities… 27 Experienceis the NEW BRAND
- 27. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Did anyone just say “Disruption”? 28 Airbnb The world’s largest accommodation provider, owns no real estate. Alibaba The most valuable retailer has no inventory. Facebook World’s most popular media owner creates no content. Uber The world’s largest taxi company owns no vehicles. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
- 28. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Disruptive Innovation in Action 29 DISRUPTIVE A process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Source: Clayton Christensen
- 29. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 Competition in the mirror is closer than it appears
- 30. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Unbundling of a European Bank 31
- 31. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This unbundling is raising a fundamental question 32
- 32. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 33 Media and Entertainment Software to understand users viewing preferences and to predict shows that they will like
- 33. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 34 Retail Connects users with personal shoppers who can deliver stuff within the hour from stores
- 34. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 35 Financial Services Mobile only bank that sees itself in data analysis business as much as in the the banking business
- 35. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 36 Communications Messaging service that enables users to chat as well as order taxis and groceries
- 36. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 37 Automotive Over the air software updates to improving efficiency of the car
- 37. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 38 Business to Business Augmented Reality Helmets
- 38. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 39 Logistics App to send or return stuff conveniently
- 39. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every Business is a Software Business 40
- 40. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. IndustryTransformation 41
- 41. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 The @Scale Era 3D Printers Drones Wearables IOT Manufacturing @Scale Delivery @Scale Self Quantification @ Scale M2M Communication @Scale Something very interesting is happening
- 42. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Embrace Digital Disruption 43
- 43. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Honne – Tatemae Divide 44 Honne-Tatemae Divide
- 44. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45 Aaron Levie Co-founder and CEO BOX “Adding software to a broken process doesn't make you digital. The biggest challenge is reimagining the process, not writing the software.”
- 45. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Question – Is Your Business Pretending to be Digital… 46 Need this and next slide with images that depicts something like this – digital pretence with analog process.
- 46. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. …Or Is It Really Digital to the Core? 47
- 47. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Call To Action 48 Identify and bridge the Digital Honne-Tatemae Divide for your organization
- 48. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 @vijayanta vijayanta.gupta@adobe.com
Editor's Notes
- Countdown video – moves on automatically when finished 6 seconds
- Adobe Experience Video – moves on automatically when finished 1 minute 11 seconds
- Good Afternoon – my name is Vijayanta Gupta – I look after Industry Strategy and Industry Marketing for Adobe’s Digital Marketing business across EMEA. I am usually London based, however if you ask my wife, she might tell you that I am based out of the Heathrow Airport. Before we begin – I am from the founding batch of this school and I would like to add my welcome to all the welcome messages that you have been getting so far – on behalf of my School, thank you very much for the investment in time, effort, energy and money that you have made for this event. In past, in this event, I have always started with a video – so why break that tradition….let’s roll the video…
- Society evolves in waves and each new wave builds on and puts aside the previous societal wave.
- Each wave formed from the one before it over many centuries, moving human civilization forward while transforming it at the same time.
- Within this third wave, the world of digital engagement is experiencing a similar transformation, though instead of taking centuries to change how consumers act and what marketers do, this human-civilization transformation equivalent of marketing (and the entire enterprise) is happening at a very rapid pace. The magnitude of these changes mean bigger, better,” badder” waves to ride—and if you do so successfully, you not only can reap great benefits, but also your organization remains competitive in a sea of other surfers who are learning how to ride these waves of change. So what do we do?
- This wave of digital engagement was characterized by Web site-based digital interaction between consumers and brands. It led many enterprises and entrepreneurs to believe that if they built a killer Web site, revenue would follow; massive investment in Internet technologies was the result and everybody rushed to build their own website and ecommerce capabilities. And then . . .
- Wipeout—the dot-com bust happened. But we saw . . . [Chart source: Bloomberg, as stated by BBC in this article: http://news.bbc.co.uk/2/hi/business/8558257.stm]
- . . . real winners starting to emerge, like eBay, Amazon, and Priceline. These companies had not only invested in building a business model around their Web presence, but also had invested in providing a differentiated online customer experience. Companies such as Google and others started to emerge too.
- We learned a lot from that first wave. Especially, this wave also brought to fore the measurable effect of online advertising on online sales and, thereby, initiated the critical transformation in which marketers became accountable for actual, not influenced, sales.
- This wave of digital engagement was characterized by channel-based digital interaction between customers and brands. As digital TV, email, social, mobile, location-based services, online video, and digitization of outlets/kiosks started to take hold, marketers became faced with an ever-growing number of digital touch points to manage.
- In addition, marketers were faced with two very interesting trends: 1. Customer engagement in most of these digital touch points was a two-way communication between the brand and its target, either explicitly (such as social media) or implicitly (through back-end analytics and measurement). 2. Customers moved from one touch point to another as they engaged with a brand. Given the two-way communication happening at most at these touch points, this customer journey rendered the strategies implemented for the traditional purchasing funnel--one of the most beloved concepts of sales and marketing professionals--ineffective. [Note: The social media icons in the above arrow are the Top 10 globally as of July 2014, beginning with Facebook as #1 and ending with MySpace as #10 (source: http://www.ebizmba.com/articles/social-networking-websites)]
- Most marketers struggled with this multichannel, two-way engagement. Investments were prioritized to build engagement capability in each individual channel, mostly separately rather than as a part of a holistic customer experience strategy. It became increasingly more important for organizations to build attribution capability to ensure that the impact of each touch point was measured, agreed on, and understood as customers moved from one to the next during their decision-making process. Marketers started to realize that they were operating in an entirely digital world where every analog touch point had a digital footprint. During this Second Wave, which crested with alarming speed, digital marketing came to the fore. Along with that came a plethora of point solutions that could address channel- and touch-point-specific marketing problems. Marketers wound up with a spaghetti bowl of point solutions to make sense of their customers’ digital footprint. How do you measure across analog and digital footprints to create an increasingly clearer picture of a customer?
- This is the latest and still-emerging wave, characterized by customer journey-centric digital engagement. The goal is to measure across each touch point and channel.
- As marketers started to make sense of their customers’ cross-channel journeys, they soon realized that their own channel-focused silos were getting in their way.
- In addition, marketers realized that to truly provide world-class digital engagement across key customer journeys in an efficient and effective way, they would have to integrate and interact with other parts of their organizations, such as sales, finance, supply chain, production, HR, engineering, product design, etc. Everyone needs to surf together.
- . . . but an enterprise transformation initiative.
- Experience-driven commerce is the winning approach we see to help you differentiate and become more relevant to every customer across every channel.
- These friction points are causing the Industry to transform – rapidly!