The document discusses digital transformation in the context of the mobile age and the fourth industrial revolution, highlighting key concepts such as the app economy, the reach and richness trade-off, the long-tail principle, and new supply chains. It emphasizes the importance of customer interaction, customization, and the economic implications of the internet of things, including reduced costs and information asymmetry. The content suggests a future driven by mobile usage and advancements in technology, raising questions about evolving consumer needs and business models.

1. DIGITAL TRANSFORMATION
DOING BUSINESS IN THE DIGITAL
MOBILE AGE & FOURTH
INDUSTRIAL REVOLUTION
@ReneRojas
rene@hubbog.com
Sept 2016

2. Where we are
@ReneRojas rene@HUbBOG.com 2

3. @ReneRojas rene@HUbBOG.com 3

4. @ReneRojas rene@HUbBOG.com 4

5. The App
Economy

8. The world is mobile

9. Strategic Foundations of
Digital Business
1. Reach and Richness
trade off
2. Long-tail principle
3. New supply chains
4. Economy of things
and economy of
information
@ReneRojas rene@HUbBOG.com 9

10. @ReneRojas rene@HUbBOG.com 10
Number of people exchanging
Interactivity
Customization
Updated
Reach & Richness Trade-off

11. Reach
Traditional
Business models
New Business Models
Richness
@ReneRojas rene@HUbBOG.com 11
Reach & Richness Trade-off

12. @ReneRojas rene@HUbBOG.com 12
Reach & Richness Trade-off

13. The Long tail principle
@ReneRojas rene@HUbBOG.com 13

14. Buying Manufact Commercia DeliveryDesign
Manufacurers
Row materials ManufacturersDistribution Distribution Retailer Customer
Service
IN THE COMPANY
IN THE INDUSTRY
INFORMATION
INFORMATION
@ReneRojas rene@HUbBOG.com 14
In the supply chain

15. New Supply Chain
Manufacturinf
Row materials ManufacturDistribution Distibution Retailer Customer
Buying Manurfact Commerc DeliveryDesign Service
In the company
In the industry
cloud
cloud
@ReneRojas rene@HUbBOG.com 15

16. Economy of
things and
Economy of
information
@ReneRojas rene@HUbBOG.com 16

17. Ecomomy of things Economy of information
- Marginal cost is close to Zero- Marginal cost is the cost of a copy
- Speed of light –Fiber Optic- Speed of logistics, transport systems
- Things come to the customer- Customer have to come for things
- Keep the possesion after sale- Transfer the posesion after sale
- Less asymetries of information- Strong asymetries of information
@ReneRojas rene@HUbBOG.com 17
- Ubiquity- Spacely located
- 7/24- Openning and close, business hours

18. At the end of the day, Why a
Customer buy a product?
• Trust
• To solve a
problem
• To satisfy a
need
– Food
– House
– Clothing
– Information
@ReneRojas rene@HUbBOG.com 18
• To Save time
• Reduce risks
• Emotional
Feelings
• Status
• …..?

19. Where are we going?
@ReneRojas rene@HUbBOG.com 19

20. “nearly 97% of
kids had used
a mobile
device by the
time they
were 4, with
most of them
starting using
them before
age 1” Market
watch Nov 2015

22. What is the
next Uber?

23. “The world of less Clicks ”
ISLESS MORE

24. Internet of
things

25. INTERNET
OF THINGS
http://ww
w.mckinse
y.com/busi
ness-
functions/
business-
technolog
y/our-
insights/th
e-internet-
of-things-
the-value-
of-
digitizing-
the-
physical-
world

26. Where are we going
@ReneRojas rene@HUbBOG.com 26

27. THANK YOU
@ReneRojas
rene@hubbog.com
May 2016, Paris