The document provides an overview of digital strategy and transformation. It discusses 5 key domains: customers, competitors, data, innovation, and value. For each domain, it outlines various aspects to consider. For customers, it discusses engaging customers, managing diversity and experiences. For competitors, it discusses how customers and industries can become competitors. For data, it discusses collecting, analyzing and visualizing data to make decisions. For innovation, it outlines a discover-ideate-validate-execute process. For value, it discusses understanding customer behavior through 5W1H (who, what, where, when, whom, how). The document provides guidance on developing a digital strategy across these important domains.

1. Digital Strategy
Welcome to future of Business
Presented by :-
Ashish Bhasin
ashbhasin@gmail.com

2. Definition
• A digital strategy, is a plan for maximizing the
business benefits of data assets and technology-
focused initiatives. A successful digital strategy
requires a cross-functional team with executive
leadership, marketing and information technology
(IT) members.

3. Actors in Digital Transformation?
Customers
Competitors
Innovation
Data
Value

4. 5 Domains of Digital Transformation
Customer
Competitor
Data
Innovation
Value
Passive Active
Across Fluid Industry
Data is everywhere and
extract information
Decision based on
validation of product
Within Industry
Expensive to Generate
and use the same
Decision was based on
intuition/experience
From To

5. T0
Traditional Ways of Product Development
Team is identified and
complete roadmap is made.
Marketing Team is given a task to prepare a task of creating buzzzz in
possible customer or try to create a demand
Sales team starts working on possible customer list through
Market survey and product scale cycle.
Demo are conducted to possible customer and Feedback
on feature are started pouring to make product usable at
their end customer and Sales cycle starts
time
Products is conceived by
PLM with list of feature.
Additional investment for
implementing required features

6. 6
CHANGING PRODUCT DEVELOPMENT STRATEGIES
Moved from slow and steady
development life cycle into
agile and fast development
life cycle
1
Moved from closed
and proprietary to
open and
collaborative
3
Moved from
standards to
community open
source projects
4
Moved from “All at Once”
development life cycle into
“Incremental” and fast
development life cycle
2
How to build a minimum viable
product
    


7. Digital Transformation PlayBook

8. Customers as a
Source of
Competence
Managing the
personalized
Experience
• Harness Customer Network (Co-opting Customer
Competence)
Learning along with the
customer

9. Customer as new Source of Competence

10. Customers as a Source of Competence
Sharing
information
Early testing
reports
Software
Semiconductor
Medical
Medical

11. How to Engage Customer
Encouraging Active Dialogue1
Managing Customer Diversity3
Co-Creating Personalized Experience4
Mobilizing Customer Communities2

12. Encouraging Active Dialogue
a.1
Customer Dialogue of Equals
Analyze early wants of the customer with Beta introduction
Recommendation based on the behavior

13. Mobilizing Customer Communities
a.2
Discuss on various use case of the product
Source of latest information of the product across customer/geographies
Companies need to ensure tight usage policy as this can make/break decision by
prospective customer
http://www.accessforums.net/
Linkedin Product groups
Facebook Community groups
Etc……….

14. Managing Customer Diversity
a.3
GenderSkillsCulture
Consumers’ experience of a technology product/service will vary according to the
skills of the user
A user’s sophistication determine the tolerance of the problem
Consumer concerns about the privacy and security can also accentuate the diversity
among users.

15. Co-Creating Personalized Experience
a.4
Customers are not looking for experience by companies. Increasing, customer wants
to shape those experience themselves.
Personalization is different from customization. Personalization is customer part of
being creator of the product.
Autocarmaker (Continental) providing customized dashboards / Museum providing
personalized multimedia tour.

16. Managing Personalized experience To be
completed

17. Competitor Landscape
Potential Entrants :-
Threat of new Entrant
Bargaining power of
Supplier
Threat of substitute
Bargaining power of
Buyers
Traditional Approach
Buyer/Supplier increasing the
horizon and integrating Vertically
in the Value chain
New/existing Industry redefining
and replacing the significance of
the products/ Service
Products are transformed to
platform which are support
competitor products
Digital Market Approach
Industry
Competitor
1
2
3
b

18. Customer as Competitors
b.1
Customers can extract value in ways that were unimaginable even 2-3 years ago.
With internet highway, commodity products information are available to both
customers/ managers. So managers need to be price takers as well as price maker
With changing time, customer are getting into domain of the seller.

19. Redefine Existing Industry
Relevance of the product/Industry of some of the traditional
industries could be obsolete. Business Travel are reducing
because of adoption of Video conferencing for meetings.
Music industry is facing challenges as people stopped buying
CD etc. As all the songs are avaible free within days of release
of the album.
b.2

20. Products to Platform
b.3

21. Data as an Asset
c
Data
information
Visualization
Decision
Source of Data. Company focus on putting
Technology to collect data.
Read Data to convert meaningful information
for organization to analyze
Visualization of the report which help
streamline information
Decision making for next move for customer.
4
3
2
1

22. Data Source
Various Sources Depending upon Business requirement
• Social media data such as Facebook, Twitter, YouTube, blogs, etc.
• Machine generated data such as sensors, smart grid, RFID and network logs.
• Location-based information data such as GPS and mobile logins.
• Contact center data such as audio conversations, text chats and customer emails.
• Staff data such as internal emails, calendars and instant messaging.
• Open data released by governments.
• Syndicated data such as market report and weather data.
Database
- Oracle
- Hadoop (Data structure)
c.1

23. Data to Information
• Export the data from your system and load it into Excel. Use Excel's
pivot table tool to analyze data and convert it into information. You can
use other software or enterprise systems that are designed
for data analysis as well.
Simple Exercise
c.2

24. Visualization
c.3

25. Decision
c.4

26. Innovation
1. Discover
• Industry research
• Web traffic analysis
• Competitive analysis
•Customer needs
analysis
2. Ideate
•Future-state
prototypes
3. Validate
• Customer and
stakeholder validation
testing
4. Execute
• Innovation Roadmap
Road to innovation
d

27. Discover the NeXt Big Platform
Customer interviews and focus groups
Surveys and questionnaires
Social media monitoring:
Web analytics data:
Customer service logs:
Customer feedback forms:
Third-party research:
Competitive Benchmarking:
d.1

28. Ideate
Future-state prototypes
Prototyping
• Prototyping involves creating mockups to
demonstrate how the experience works and
to allow users and stakeholders to evaluate
them.
• Paper prototypes can range from a simple
pen and paper creation, through to those
created in graphic design packages or
prototyping software.
d.2

29. Validate
Test your ideas with real customers
Design Walkthrough
• Validate early in the design process
• Walkthrough involves taking a group of
experts/founder/ probable customer
participants using real-life user scenarios or
tasks
• Results are documented and recommendations
for improvement are made
d.3

30. PRIORITIZE, PLAN, AND EXECUTE
d.4

31. Value

32. Customer Behavior
Who is using the
services and content
What features and
services are being used
Where are these
services and content
being used
When are these services
and content being used
with Whom and in
Which combination are
these (services and
content) being used
How much is the
customer spending
5W 1H
Who
What
Where
When
Whom
How