What is digital trasformation ? What is the impact on companies and what does it mean for employees ? Discover it in the presentation I did in Bocconi University on Sept. 13th 2016

1. DIGITAL TRANSFORMATION
Annamaria Porzioli – September 13th 2016

2. Connect to : http://aka.ms/cleam

3. Annamaria Porzioli – Who am I ?
French Office 365
Product Marketing
Manager
Professional Experience
 French Product Marketing Manager – Office 365 for Education
 French PMM for Skype, IE, Outlook.com, OneDrive
 Digital marcom lead for MSN and Bing on EU 14 countries
 FR MSN Homepage Product marketing manager
 FR MSN mobile and social media manager
 FR MSN editorial event project manager
 Intern in marketing service at Asiatic Arts Guimet Museum, Paris
 PR intern in a contemporary art gallery – Bruxelles
Do something
that scares you
every day
- E. Roosevelt
Fun facts:
 My nickname at work is « pitbull » 
 Yes, I admit I speak English with a FR
accent
 I’m a cat person but I find dogs
interesting as well (see « pitbull » above)
 I’m a « hypochondriac » - not so fun !
Education
 HEC Paris – Management of media arts and culture
 L. Bocconi University – International General Management
 Exchange program at Corvinus Budapest University
Personal life
 Born and raised in Calabria, South of Italy
 A « Family Girl »
 Lived in Milan, Budapest, Bruxelles and Paris (for
10 years now)
 Love arts, classical music, dance and digital
transformation
 Multicultural, international spirit
 Real passion for « Northen countries » and cold
places 

4. What is the most innovative
company in the world ?

5. Is this innovation ?

6. Value proposition and value curve
Incremental innovation Disruptive innovation

7. The « Platfirms »

8. The « Platfirms »
• The « Platfirms » or « platform companies » are an example of disruptive
innovation as they disintermediate the traditional value chain of production : e.g.
AirBnB, Uber, Ebay, Amazon, etc.
• E.g. of Uber and traditional taxi industry: location, real time info, payment method,
price !
• Platforms are traditional pure players but the concept is applying also to traditional
firms for internal and external horizontal reorganizations

9. THE WORLD HAS CHANGED

10. GUESS HOW MANY
FORTUNE 500 COMPANY
FROM 1955 HAVE
SURVIVED ?
89% O F T H E M A R E D E A D ! !

11. TODAY THE WORLD IS A
GIANT NETWORK WHERE
WE EXCHANGE TONS OF
INFORMATION

12. AGILITY
EFFICACY
VS
INDUSTRIAL ERA
DIGITAL ERA

13. INDUSTRIAL
ERA
Planning
Control
Secret
Test & Learn
Autonomy
Transparency
DIGITAL ERA

14. Not repetitive tasks
Source: http://www.gartner.com/newsroom/id/1416513
2010 20151900
25%
40%

15. OLD WORLD VS. NEW WORLD
Idea

16. INFORMATION MOVES SLOWLY
COMMAND AND CONTROL
T R A D I T I O N A L H I E R A R C H Y
INFORMATION MOVES FAST
LEARN AND ADAPT
R E A C T I V E S N E T W O R K S
OLD INFORMATION HIERARCHY VS. NEW
INFORMATION HIERARCHY

17. Learn and quickly adapt to an open communication
Test & learn
Autonomy and collaborative work methods
HOW TO FOSTER AGILITY
AND CREATE A RESPONSIVE
ORGANISATION ?

18. SOCIAL PRODUCTIVITY

19. SOCIAL PRODUCTIVITY CHANGING CUSTOMER SERVICE

20. SOCIAL PRODUCTIVITY CHANGING INTERNAL PROCESS

21. SOCIAL PRODUCTIVITY CHANGING BEST PRACTICES SHARING

22. SOCIAL PRODUCTIVITY CHANGING WHOLE ORGANIZATIONS:
HOLOCRACY !
Holocracy definition : no more a traditional structure
but auto-management and auto-evaluation !
- 2 years to implement the change
- 80% of the organization is holocratic
- everything is based on work-groups
- there is a constant improvement loop
- need implication from employees to work
Other companies who have partially applied the system :
Virgin, Netflix, Evercontact

23. HOW COMPANIES SHOULD OPERATE A DIGITAL
TRANSFORMATION ?
• Define the need in the organization (restructure an organization?)
and where it comes from (Marketing, Sales, HR, Finance, etc.)
• Create a Chief Digital Officer figure in the organization to manage
the change management process
• Need to associate IT to the digital transformation
• Identify influencers who can evangelize and bring up first concerns
• Highlight the benefit for employee that should be higher than
learning efforts

24. CHALLENGES
• Security and data protection
while being mobile and into
the cloud (BYOD)
• Effective communication vs
overload or multiplication of
communication channels:
need guidance and game rules
before starting playing
• Cultural change

25. THE FUTURE OF DIGITAL WORKPLACE

26. • Resources and contact
Talk_to_p@outlook.com
http://aka.ms/annamp
• Blue Ocean Strategy – W. Chan Kim ; Renée A. Mauborgne
• Modern workplace series
• Harvard Business Review July
• Making sense of Zappos

27. Q&A ? Thank you !