Digital disruption is just the beginning

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital
IS
Disruption
JUST THE
Beginning
@vijayanta vijayanta.gupta@adobe.com

2
Vijayanta Gupta
Head of Product & Industry Marketing | Adobe EMEA
@vijayanta
vijayanta.gupta@adobe.com

6
How on earth
did we get here?

Societal Waves: The Third Wave, Alvin Toﬄer
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Society
EVOLVES in
wavesEach one builds on &
replaces the previous
– Alvin Toﬄer

9
WAVE3
WAVE2
Agrarian societyWAVE1
Information society
Industrial society

Digital is Going Through a Similar Evolution…Very Rapidly.
10
WAVE1 WAVE2
Digital is
TRANSFORMING
rapidly
WAVE3

Journey-centricdigital interactions &
organizational integration
Channel-centric digital interactions
between customers & brands
Website-centric digital interactions
between customers & brands
Three Waves of Digital Engagement
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The First Wave: Web Site-based Interaction Between Consumers and Brands
THEFIRSTWAVE

The Dot-com Bust
4,600
1,200
Nasdaq
Points
Source: Bloomberg
2002
2000
THEFIRSTWAVE

Real Winners Started to Emerge
THEFIRSTWAVE

What We Learned: The Eﬀect of Online Advertising on Online Sales Can Be Measured
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$
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THEFIRSTWAVE

The Second Wave: Channel-based Digital Interaction Between Customers and Brands
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THESECONDWAVE
DIGITALTV
EMAIL
SOCIAL
LOCATION-BASED
SERVICES
ONLINEVIDEO
OUTLET/KIOSK
DIGITIZATION
MOBILE

Marketers Were Faced With Two Very Interesting Trends
Explicit
TWO-WAY
COMMUNICATION
Implicit
Multiple
TOUCHPOINTS
per customer
17
THESECONDWAVE

What We Learned: Every Interaction has a Digital Footprint
ONLINETOUCHPOINTS OFFLINETOUCHPOINTS
In-storepurchases Favoritestores Recentloan
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THESECONDWAVE

Measure eﬀectiveness
across the entire
customer journey and
not just the touch-point
The Third Wave: Customer Journey-centric Digital Engagement
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THETHIRDWAVE

Channel-focused Silos Getting in the Way
THETHIRDWAVE

Integration and Interaction Needed Across the Organization
SURFTOGETHER
Everyone needs to
THETHIRDWAVE

This Wave is an Enterprise Transformation Initiative
22
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an

Emerging Fourth Wave: Disruptive Digital Business Models
THEFOURTHWAVE

24
Marc Andreessen
Co-founder - Netscape
General Partner - Andreessen Horowitz
“Software Is Eating The
World”

Established Products and Services are Becoming Commodities…
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Experienceis the NEW BRAND

Did anyone just say “Disruption”?
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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.
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Disruptive Innovation in Action
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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

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Competition in the
mirror is closer than
it appears

The Unbundling of a European Bank
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This unbundling is raising a fundamental question
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Which Business are You in?
31
Media and
Entertainment
Software to understand users
viewing preferences and to
predict shows that they will like

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Retail
Connects users with personal
shoppers who can deliver stuﬀ
within the hour from stores

33
Financial
Services
Mobile only bank that sees itself
in data analysis business as much
as in the the banking business

34
Communications
Messaging service that enables
users to chat as well as order taxis
and groceries

35
Automotive
Over the air software updates for
improving eﬃciency of the car

36
Business to Business
Augmented Reality Helmets

37
Logistics
App to send or return stuﬀ
conveniently

Every Business is a Software Business
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Industry Transformation
39

40
40
The @Scale Era
3D Printers Drones Wearables IOT
Manufacturing @Scale Delivery @Scale Self Quantification @ Scale M2M Communication @Scale
Something very interesting is happening

Embrace Digital Disruption
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Digital Honne – Tatemae Divide
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Tatemae
Honne-Tatemae Divide

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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.”

Key Question – Is Your Business Pretending to be Digital…
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Need this and next slide
with images that depicts
something like this –
digital pretence with
analog process.

…Or Is It Really Digital to the Core?
45

Call To Action
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Identify and bridge the Digital Honne-Tatemae Divide for your organization

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@vijayanta
vijayanta.gupta@adobe.com
THANK
YOU

Digital disruption is just the beginning

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