Digital transformation involves using digital technologies like analytics, cloud computing, and mobility to radically change how a company operates in three key areas: how it creates value, interacts with customers/partners, and competes. It extends beyond technology companies and requires leadership, focus on customer experience, and embracing digital capabilities. To successfully transform, companies should conduct a self-assessment, define a vision and roadmap, invest in tools, innovate processes, implement governance, and build capabilities.

1. Digital Transformation
What – Why & How
Prashanth Krishna
Competency Lead UK& CE
Digital engagement practice (L&C)
Cognizant Technology solutions

2. Contents
 What does Digital Transformation mean?
 Why Digital Transformation?
 What to focus?
 Leadership in Digital Transformation
 How to embrace Digital?

3. What
Digital transformation can be understood as an organizational change process
where digital technologies (such as big data analytics, sensor networks, cloud
services) are used to radically change:
1. How a company creates value or meaning
2. How it interacts with its customers and business partners
3. How it competes in established and emerging markets
?

4. Is it limited to technology companies??
Digital transformation is not just about technology start-ups and Silicon Valley
stars, It extends but not limited to manufacturing, pharma, banking, insurance
and quite often creates entirely new eco systems like airbnb, zipcar etc
But the IT-related challenges and opportunities faced by the traditional
companies are significantly different from the Silicon valley stars.
?

5. Why - Characteristics
Industry

6. Technology characteristics - Social Media
Use cases for organizations:
Marketing: increasing brand recognition through
social media campaigns
Product innovation: new product development
through idea-sourcing
Support: direct customer support substituted
through community support
Power of the masses: Social media radically
changes the relationship between consumers and
businesses

7. Technology characteristics - Mobility
Increased penetration of smartphones and
wearable devices, for example:
Google Glass
Apple Watch
Often, new technologies develop in the consumer
space first and then get transferred into the
business space
User experience design will be of critical
importance

8. Technology characteristics - Analytics
• IoT and embedded devices will generate
large quantities of structured and
unstructured data – Big Data
• Every application becomes an analytic
application providing actionable insights
to the consumers
Ten Years from Now, When We Look Back at
How This Era of Big Data Evolved...
We Will Be Stunned at How uninformed We Used to
be when We Made Decisions.
– Billy Bosworth, DataStax CEO (2015)
Typical touch point map for analytics
Create Touch point
Inventory
Define interactions
Categorise questions
Collect Data
Map the journey
Analyse & deliver
insights

9. Technology characteristics – Cloud computing
Separation between users and providers
increases through:
• Self-service paradigm
• Standardization
• Commodification
• Location-independence
Shift of IT fixed costs from consumer to
provider + high quality, highly available,
massively scalable IT resources.
Sourcing of superior IT capabilities gets
financially feasible for small companies
decreases barriers to market entry

10. Technology characteristics – IoT
• The network of physical objects – “things"
embedded with electronics, software, sensors
and connectivity
• Each “thing” is uniquely identifiable through its
embedded computing infrastructure, and can
interoperate with the existing Internet
infrastructure
• Ubiquity of user-oriented computing
• IoT will expand both in industrial and
operational contexts
• Focus of digital business products and
processes

11. Technology characteristics – CPSS
Cyber-Physical service systems:
Next big step in service production = from
automated to (semi-)autonomous, self-organizing,
and adaptive (Self-X) production processes
Product Service Systems:
Seamless integration of products and services to
provide solutions for customer-specific problems
+

12. Technology characteristics – Platform
ecosystems
Strategic shift from competition between
firms to competition between
ecosystems, for example:
• Apple mobile ecosystem (iTunes, App
Store, iCloud, Siri, …)
• Google mobile ecosystem (Google Play,
Google Drive, Google Now, …)
“The advantage of platforms is that a network of
small firms remains entrepreneurial and creative and
can make quick decisions, while profiting from
leveraging the tangible and intangible assets of the
large firm.”
(Chesbrough 2011)

13. What to Focus
Digital Capabilities
• Understanding technology
• Knowing where and how to invest in technology
• Mastering your own platform
Leadership Capabilities
• Being committed and leading through a digital transformation
• Providing vision and governance
• Understanding the nature of business model competition

14. What to Focus
Relationships with connections
• Customer experience
• Employee experience
• Partner experience
• Products / services
Questions to ask
• What problem are we trying to solve?
• What need are we trying to address?
• What are we trying to accomplish?
• With great power comes great
responsibility – how are we going to use
the power that comes with insight?

15. Leadership in digital transformation
What is it actually? Nothing but going back to basics but augured with a third eye

16. Leadership in digital transformation
Shifting leadership focus in innovation

17. Unbundling
Rethinking
Monetizing
3 Key Leadership behavior Trends
(for now)
Leadership in digital transformation

18. Leadership in digital transformation

19. How to embrace
Digital?

20. How to embrace digital?
Self assessment
Define the challenge
Create a vision
Pick a direction
Define roadmap
Assess Technology capability
Consider limitations of existing
infrastructure
Invest in digital tools
Innovate business processes
Define and communicate change
Evolve work culture
Implement Governance
Adopt tools and processes
Incentivize digital transformation
Follow through with change
Measurable metrics management
Quality congruent and cognizant
Build and transfer capabilities

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