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International Days 2017: Digital Transformation
How to profit from the impact of new technologies
Artevelde University College Ghent - May 2017
Ayman van Bregt digital strategist International Days 2017
About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)
Slides: http://bit.ly/ID-Artevelde-2017
About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)
Slides: http://bit.ly/ID-Artevelde-2017
Slides: http://bit.ly/ID-Artevelde-2017
Ayman van Bregt digital strategist International Days 2017
Agenda
Ayman van Bregt digital strategist International Days 2017
01
02
03
Shifts in business, media and behavior
Digital transformation principles
Models for digital transformation
04
05
Tips for digital transformation
Q & A
Context first
Ayman van Bregt digital strategist International Days 2017
Source: https://www.holidayguru.nl/wp-content/uploads/2015/05/gent.jpg
Defining digital disruption
What is digital disruption?
Digital disruption
Digital disruption is the change that occurs when new
digital technologies and business models affect the
value proposition of existing goods and services.
Ayman van Bregt digital strategist International Days 2017
Defining innovation, concepting and new business development
Digital disruption: Innovation and concepting in a digital world that leads to new business development
Innovation
Innovation is a new idea, more
effective device or process. It
applies a better solution that
meets new requirements,
inarticulated needs, or existing
market needs.
Concepting
An idea of something formed
by mentally combining all its
characteristics, creating
value as a construct for
business.
New business development
New business development
concerns all the activities involved
in realizing new business
opportunities, including product
or service design, business model
design, and marketing.
t
Ayman van Bregt digital strategist International Days 2017
Defining digital transformation
What is digital transformation?
Digital transformation
Digital transformation is the transformation that
organisations strive for in order to profit from the impact of
new technologies.
Ayman van Bregt digital strategist International Days 2017
SHIFTS PRINCIPLES MODELS TIPS Q&A
Shifts in business, media and behavior
“People who bet against the Internet, who think that somehow this change is just a generational shift, miss
that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the
end user, and that end user is going to use them.” - Eric Schmidt
Source: https://flic.kr/p/ffeAdk
Agricultural economy used technology to ease work
Ayman van Bregt digital strategist International Days 2017
Source: https://flic.kr/p/cYNcbY
Industrial economy used technology to scale production
Ayman van Bregt digital strategist International Days 2017
Source: https://flic.kr/p/r2Xwfs
Information economy used technology to digitize
Ayman van Bregt digital strategist International Days 2017
Experience economy used technology to provide more service
Ayman van Bregt digital strategist International Days 2017
Source: http://www.archdaily.com/tag/ghent
Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X
Ayman van Bregt digital strategist International Days 2017
Source: KPCB Internet Trends 2014 www.kpcb.com/file/kpcb-internet-trends-2014
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Source: postnl.nl
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Bron: https://youtu.be/FW651kusiBI
Shifts in business because of digital disruption
Ayman van Bregt digital strategist International Days 2017
In 2015, Uber, the world’s largest taxi company, owns no
vehicles. Facebook, the world’s most popular media owner,
creates no content. Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest accommodation
provider, owns no real estate. Something interesting is
happening.
Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/
Source: https://www.macroaxis.com
Ayman van Bregt digitaal strateeg International Days 2017
Shift in business because of digital disruption
Shorter lifespan and more uncertainties;
Technology one of the most important drivers for business;
Simplifying supply chains;
Ayman van Bregt digital strategist International Days 2017
Source: http://blogs-images.forbes.com/learnvest/files/2014/06/behavior-change-expert-
questions.jpg
01
02
03
Focus on communities and platforms.04
Shift in media
Ayman van Bregt digital strategist International Days 2017
Source: https://www.ethos3.com/wp-content/uploads/2014/12/human-digital-marketing2.jpg
Ayman van Bregt digital strategist International Days 2017
Source: https://flic.kr/p/8w5ywj
Media consumption back in the days
Media attributes of the past
Lineary;
Location specific;
Limited possibilities;
Passive.
Ayman van Bregt digital strategist International Days 2017
Source: http://flic.kr/p/8w5ywj
01
02
03
04
Ayman van Bregt digital strategist International Days 2017
Source: http://youtu.be/8JenAyMmZ68
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Media consumption nowadays
Media attributes of the current
Nonlineary;
Not location specific;
Indefinite possibilities;
Active and/or passive, you are connected.
Ayman van Bregt digital strategist International Days 2017
Source: flic.kr/p/8nNBUK
01
02
03
04
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Source: http://visual.ly/reaching-50-million-users
Ayman van Bregt digital strategist International Days 2017
Source: https://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
Ayman van Bregt digital strategist International Days 2017
Source: https://youtu.be/WWoLF_TiWcs
Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Ayman van Bregt digital strategist International Days 2017
Source: https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/
Ayman van Bregt digital strategist International Days 2017
Source: http://joyerickson.wordpress.com/2011/06/15/chatting-with-friends-over-dinner-from-mssc/
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Source: https://twitter.com/cap0w/status/431176293590106112
Ayman van Bregt digital strategist International Days 2017
Source: http://www.telegraph.co.uk/news/worldnews/asia/china/11095439/Chinese-city-paints-street-lane-for-mobile-phone-users.html
Ayman van Bregt digital strategist International Days 2017
Source: http://www.ad.nl/binnenland/veel-kritiek-op-led-verkeerslicht-voor-smombies~a5f75cf8/
Ayman van Bregt digital strategist International Days 2017
Source: https://www.linkedin.com/company/delray-recovery-center
Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
Media consumption research
Average adult’s daily media and ad exposure
01
02
03
Average number of advertisement and brand
exposures per day per person: 5,000+;
04
Average number of “ads only” exposures per
day: 362;
Average number of “ads only” noted per day:
153;
Average number of “ads only” that we have
some awareness of per day: 86;
Ayman van Bregt digital strategist International Days 2017
05
Average number of “ads only” that made an
impression (engagement): 12.
Ayman van Bregt digital strategist International Days 2017
Shift in media use because of digital disruption
Media abundance;
Mobile is one of the most important screens;
Remaining visibility is the biggest challenge for companies
and brands.
Ayman van Bregt digital strategist International Days 2017
Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/
01
02
03
Shift in media use because of digital disruption
FOMO: Fear of missing out
Nomophobia: No-mobile-phone phobia
Infobesity: Information overload
Ayman van Bregt digital strategist International Days 2017
Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior
01
02
03
Shift in behavior
Ayman van Bregt digital strategist International Days 2017
Source: https://www.thefuturefinanciers.com/wp-content/uploads/2017/02/cyber-glasses-1938449_1280.jpg
Convenience
(Potential) customers are impatient and expect ‘instant feedback’ like running water from a tab or connecting a cable to a power outlet
to recharge a smartphone
Ayman van Bregt digital strategist International Days 2017
(Digital) Relationship before the focus on the transaction
(Potential) customers have a need for information so deliver first upon their requests and than they’ll be willing to listen to what you
have to offer.
Ayman van Bregt digital strategist International Days 2017
Personal
(Potential) customers want you to recognise and acknowledge their situation and don’t apply a one size fits all principle.
Ayman van Bregt digital strategist International Days 2017
Unbundling
Microservices that provide personal experiences
Unbundle packaged offerings;
Use technology to give customers more
choice and control;
Create flexible revenue models (only pay for
what you use);
Manage expectations well and provide a great
customer experience and customer service.
Ayman van Bregt digital strategist International Days 2017
Source: https://susannye.files.wordpress.com/2011/04/asparagus_04.jpg
01
02
03
04
SHIFTS PRINCIPLES MODELS TIPS Q&A
Digital transformation principles
“A disruptive innovation is a technologically simple innovation in the form of a product, service, or business
model that takes root in a tier of the market that is unattractive to the established leaders in an industry.”

- Clayton Christensen
Ayman van Bregt digital strategist International Days 2017
Digital transformation principles
The principles that underlie the process to start and stimulate digital transformation
Value
proposition
Business
model
Culture Technology Organization
Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital transformation - Convenience
Deliveroo disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
Ayman van Bregt digital strategist International Days 2017
01
02
03
Combining logistics and online food ordering;
04
Community by uniting supply and demand;
Personalisation and choice (recommendation
engine based on ingredients);
Focus on customer service;
05 Realtime insights (food tracking, delivery time).
Ayman van Bregt digital strategist International Days 2017
Digital transformation - Relationship
Circles.life and Duolingo focus on building a relationship instead of focussing on the transaction
Source: https://www.circles.life/ Source: http://kevinwarnock.com/2011/07/30/
Digital transformation - Personal
Amazon transforming the grocery and supermarkt industry by creating a personalized shopping experience supported by smart
technology
Ayman van Bregt digital strategist International Days 2017
Source: https://youtu.be/NrmMk1Myrxc
Digital transformation - Unbundling
Airbnb offering several services to choose from directly transforming the travel industry and their value proposition
Ayman van Bregt digital strategist International Days 2017
Source: https://youtu.be/yQ0_7vGJQL8
Digital transformation - New level playing field
It’s very difficult to predict who your next competitor will be
Ayman van Bregt digital strategist International Days 2017
Source: https://www.emerce.nl/nieuws/deense-shobr-daagt-supermarkten-uit
SHIFTS PRINCIPLES MODELS TIPS Q&A
Models for digital transformation
“The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes
and their business model that make them good at the existing business actually make them bad at
competing for the disruption.” - Clayton Christensen
Ayman van Bregt digital strategist International Days 2017
Source: Future workforce strategies - 21st Century Skills
Ayman van Bregt digital strategist International Days 2017
Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy
Ayman van Bregt digital strategist International Days 2017
Source: Four levels of digital mastery - Leading Digital
SHIFTS PRINCIPLES MODELS TIPS Q&A
Tips for digital transformation
“Management is the opportunity to help people become better people. Practiced that way, it's a magnificent
profession.” - Clayton Christensen
Ayman van Bregt digital strategist International Days 2017
From pushing to attracting
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
From interrupting to inviting
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
From unfocussed (ignorance) to focussed
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
From control to letting go
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
From avoiding risk to managing risk
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
From disjointed
(customer) experiences
to seamless

(customer) experiences
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption
Ayman van Bregt digital strategist International Days 2017
Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency
SHIFTS EXAMPLES MODELS TIPS Q&A
Q&A
“Question everything.” - Maria Mitchell
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Source: Econsultancy - The context for digital transformation https://econsultancy.com/reports/webinar-the-context-of-digital-
transformation/downloads/7509-econsultancy-context-of-digital-transformation-webinar-pdf/
Tips for digital transformation skills: The Innovator’s DNA
Mastering the Five Skills of Disruptive Innovators
Associating (linking ideas that aren’t obviously related);
Questioning (questions that challenge the status quo);
Observing (observing how things work and what doesn’t
work);
Networking (meeting people from different backgrounds
and perspectives to extend your knowledge);
Ayman van Bregt digital strategist International Days 2017
Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/
01
02
03
04
Experimenting (trying out new experiences with the world
as your laboratory).
05
T-shaped People - Skills for digital transformation
People needed for digital transformation have breadth of knowledge and a depth of expertise
Ayman van Bregt digital strategist International Days 2017
Source: Econsultancy The context for digital transformation http://bit.ly/digital-transformation-econsultancy
01
T-shaped people are defined as those who have a strong
vertical expertise but also wider knowledge or empathy
for other digital disciplines. This is not to say that vertical
expertise is less important, but more that when this is
combined with that wider understanding it is increasingly
valuable in appreciating the wider context of specialist
work, identifying opportunities for greater collaboration or
efficiencies, and seeing the bigger picture.
Source: Econsultancy The context for digital transformation skills http://bit.ly/digital-transformation-econsultancy
Ayman van Bregt digital strategist International Days 2017
Ayman van Bregt digital strategist International Days 2017
Source: Skills revolution: http://www.manpowergroup.com/wps/wcm/connect/5943478f-69d4-4512-83d8-36bfa6308f1b/MG_Skills_Revolution_FINAL.pdf
Ayman van Bregt digital strategist International Days 2017
Source: https://www.youtube.com/watch?v=SHF9gxQWl7c
Ayman van Bregt digital strategist International Days 2017
Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency
Ayman van Bregt digital strategist International Days 2017
‘The difference between helping and selling is just two letters. But those two letters are
critically important to the success of business today.’ - Jay Baer
Focus on the real human connection - C.A.R.E.
Ayman van Bregt digital strategist aymanvanbregt
© ignite.cx
Contact
ayman@ignite.cx
+31 6 41 383 525
Creates meaningful digital customer experiences for companies
http://www.ignite.cx
Ayman van Bregt digital strategist aymanvanbregt

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Digital Transformation - International Days - Artevelde University College - May 2017

  • 1. International Days 2017: Digital Transformation How to profit from the impact of new technologies Artevelde University College Ghent - May 2017 Ayman van Bregt digital strategist International Days 2017
  • 2. About Ayman van Bregt Digital strategist Ayman van Bregt digital strategist aymanvanbregt Digital Strategist who creates meaningful digital customer experiences for companies I assist companies in creating more value for customers supported by digital resources, to strengthen the relationship with customers and create new customer insights. Senior Lecturer Online and Digital Marketing, Creative Concept Development & Digital Value Creation (Rotterdam University of Applied Science) Co-founder Dutch Social Media Academy (NSMA) Slides: http://bit.ly/ID-Artevelde-2017
  • 3. About Ayman van Bregt Digital strategist Ayman van Bregt digital strategist aymanvanbregt Digital Strategist who creates meaningful digital customer experiences for companies I assist companies in creating more value for customers supported by digital resources, to strengthen the relationship with customers and create new customer insights. Senior Lecturer Online and Digital Marketing, Creative Concept Development & Digital Value Creation (Rotterdam University of Applied Science) Co-founder Dutch Social Media Academy (NSMA) Slides: http://bit.ly/ID-Artevelde-2017 Slides: http://bit.ly/ID-Artevelde-2017
  • 4. Ayman van Bregt digital strategist International Days 2017
  • 5. Agenda Ayman van Bregt digital strategist International Days 2017 01 02 03 Shifts in business, media and behavior Digital transformation principles Models for digital transformation 04 05 Tips for digital transformation Q & A
  • 6. Context first Ayman van Bregt digital strategist International Days 2017 Source: https://www.holidayguru.nl/wp-content/uploads/2015/05/gent.jpg
  • 7. Defining digital disruption What is digital disruption? Digital disruption Digital disruption is the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services. Ayman van Bregt digital strategist International Days 2017
  • 8. Defining innovation, concepting and new business development Digital disruption: Innovation and concepting in a digital world that leads to new business development Innovation Innovation is a new idea, more effective device or process. It applies a better solution that meets new requirements, inarticulated needs, or existing market needs. Concepting An idea of something formed by mentally combining all its characteristics, creating value as a construct for business. New business development New business development concerns all the activities involved in realizing new business opportunities, including product or service design, business model design, and marketing. t Ayman van Bregt digital strategist International Days 2017
  • 9. Defining digital transformation What is digital transformation? Digital transformation Digital transformation is the transformation that organisations strive for in order to profit from the impact of new technologies. Ayman van Bregt digital strategist International Days 2017
  • 10. SHIFTS PRINCIPLES MODELS TIPS Q&A Shifts in business, media and behavior “People who bet against the Internet, who think that somehow this change is just a generational shift, miss that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the end user, and that end user is going to use them.” - Eric Schmidt
  • 11. Source: https://flic.kr/p/ffeAdk Agricultural economy used technology to ease work Ayman van Bregt digital strategist International Days 2017
  • 12. Source: https://flic.kr/p/cYNcbY Industrial economy used technology to scale production Ayman van Bregt digital strategist International Days 2017
  • 13. Source: https://flic.kr/p/r2Xwfs Information economy used technology to digitize Ayman van Bregt digital strategist International Days 2017
  • 14. Experience economy used technology to provide more service Ayman van Bregt digital strategist International Days 2017 Source: http://www.archdaily.com/tag/ghent
  • 15. Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X Ayman van Bregt digital strategist International Days 2017
  • 16. Source: KPCB Internet Trends 2014 www.kpcb.com/file/kpcb-internet-trends-2014 Ayman van Bregt digital strategist International Days 2017
  • 17. Ayman van Bregt digital strategist International Days 2017
  • 18. Source: postnl.nl Ayman van Bregt digital strategist International Days 2017
  • 19. Ayman van Bregt digital strategist International Days 2017
  • 20. Ayman van Bregt digital strategist International Days 2017
  • 21. Ayman van Bregt digital strategist International Days 2017 Bron: https://youtu.be/FW651kusiBI
  • 22. Shifts in business because of digital disruption Ayman van Bregt digital strategist International Days 2017 In 2015, Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening. Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/
  • 23. Source: https://www.macroaxis.com Ayman van Bregt digitaal strateeg International Days 2017
  • 24. Shift in business because of digital disruption Shorter lifespan and more uncertainties; Technology one of the most important drivers for business; Simplifying supply chains; Ayman van Bregt digital strategist International Days 2017 Source: http://blogs-images.forbes.com/learnvest/files/2014/06/behavior-change-expert- questions.jpg 01 02 03 Focus on communities and platforms.04
  • 25. Shift in media Ayman van Bregt digital strategist International Days 2017 Source: https://www.ethos3.com/wp-content/uploads/2014/12/human-digital-marketing2.jpg
  • 26. Ayman van Bregt digital strategist International Days 2017 Source: https://flic.kr/p/8w5ywj
  • 27. Media consumption back in the days Media attributes of the past Lineary; Location specific; Limited possibilities; Passive. Ayman van Bregt digital strategist International Days 2017 Source: http://flic.kr/p/8w5ywj 01 02 03 04
  • 28. Ayman van Bregt digital strategist International Days 2017 Source: http://youtu.be/8JenAyMmZ68
  • 29. Ayman van Bregt digital strategist International Days 2017
  • 30. Ayman van Bregt digital strategist International Days 2017
  • 31. Media consumption nowadays Media attributes of the current Nonlineary; Not location specific; Indefinite possibilities; Active and/or passive, you are connected. Ayman van Bregt digital strategist International Days 2017 Source: flic.kr/p/8nNBUK 01 02 03 04
  • 32. Ayman van Bregt digital strategist International Days 2017
  • 33. Ayman van Bregt digital strategist International Days 2017 Source: http://visual.ly/reaching-50-million-users
  • 34. Ayman van Bregt digital strategist International Days 2017 Source: https://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
  • 35. Ayman van Bregt digital strategist International Days 2017 Source: https://youtu.be/WWoLF_TiWcs
  • 39. Ayman van Bregt digital strategist International Days 2017 Source: https://twitter.com/cap0w/status/431176293590106112
  • 40. Ayman van Bregt digital strategist International Days 2017 Source: http://www.telegraph.co.uk/news/worldnews/asia/china/11095439/Chinese-city-paints-street-lane-for-mobile-phone-users.html
  • 41. Ayman van Bregt digital strategist International Days 2017 Source: http://www.ad.nl/binnenland/veel-kritiek-op-led-verkeerslicht-voor-smombies~a5f75cf8/
  • 42. Ayman van Bregt digital strategist International Days 2017 Source: https://www.linkedin.com/company/delray-recovery-center
  • 43. Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/ Media consumption research Average adult’s daily media and ad exposure 01 02 03 Average number of advertisement and brand exposures per day per person: 5,000+; 04 Average number of “ads only” exposures per day: 362; Average number of “ads only” noted per day: 153; Average number of “ads only” that we have some awareness of per day: 86; Ayman van Bregt digital strategist International Days 2017 05 Average number of “ads only” that made an impression (engagement): 12.
  • 44. Ayman van Bregt digital strategist International Days 2017
  • 45. Shift in media use because of digital disruption Media abundance; Mobile is one of the most important screens; Remaining visibility is the biggest challenge for companies and brands. Ayman van Bregt digital strategist International Days 2017 Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/ 01 02 03
  • 46. Shift in media use because of digital disruption FOMO: Fear of missing out Nomophobia: No-mobile-phone phobia Infobesity: Information overload Ayman van Bregt digital strategist International Days 2017 Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior 01 02 03
  • 47. Shift in behavior Ayman van Bregt digital strategist International Days 2017 Source: https://www.thefuturefinanciers.com/wp-content/uploads/2017/02/cyber-glasses-1938449_1280.jpg
  • 48. Convenience (Potential) customers are impatient and expect ‘instant feedback’ like running water from a tab or connecting a cable to a power outlet to recharge a smartphone Ayman van Bregt digital strategist International Days 2017
  • 49. (Digital) Relationship before the focus on the transaction (Potential) customers have a need for information so deliver first upon their requests and than they’ll be willing to listen to what you have to offer. Ayman van Bregt digital strategist International Days 2017
  • 50. Personal (Potential) customers want you to recognise and acknowledge their situation and don’t apply a one size fits all principle. Ayman van Bregt digital strategist International Days 2017
  • 51. Unbundling Microservices that provide personal experiences Unbundle packaged offerings; Use technology to give customers more choice and control; Create flexible revenue models (only pay for what you use); Manage expectations well and provide a great customer experience and customer service. Ayman van Bregt digital strategist International Days 2017 Source: https://susannye.files.wordpress.com/2011/04/asparagus_04.jpg 01 02 03 04
  • 52. SHIFTS PRINCIPLES MODELS TIPS Q&A Digital transformation principles “A disruptive innovation is a technologically simple innovation in the form of a product, service, or business model that takes root in a tier of the market that is unattractive to the established leaders in an industry.”
 - Clayton Christensen
  • 53. Ayman van Bregt digital strategist International Days 2017 Digital transformation principles The principles that underlie the process to start and stimulate digital transformation Value proposition Business model Culture Technology Organization
  • 54. Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/ Digital transformation - Convenience Deliveroo disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver Ayman van Bregt digital strategist International Days 2017 01 02 03 Combining logistics and online food ordering; 04 Community by uniting supply and demand; Personalisation and choice (recommendation engine based on ingredients); Focus on customer service; 05 Realtime insights (food tracking, delivery time).
  • 55. Ayman van Bregt digital strategist International Days 2017 Digital transformation - Relationship Circles.life and Duolingo focus on building a relationship instead of focussing on the transaction Source: https://www.circles.life/ Source: http://kevinwarnock.com/2011/07/30/
  • 56. Digital transformation - Personal Amazon transforming the grocery and supermarkt industry by creating a personalized shopping experience supported by smart technology Ayman van Bregt digital strategist International Days 2017 Source: https://youtu.be/NrmMk1Myrxc
  • 57. Digital transformation - Unbundling Airbnb offering several services to choose from directly transforming the travel industry and their value proposition Ayman van Bregt digital strategist International Days 2017 Source: https://youtu.be/yQ0_7vGJQL8
  • 58. Digital transformation - New level playing field It’s very difficult to predict who your next competitor will be Ayman van Bregt digital strategist International Days 2017 Source: https://www.emerce.nl/nieuws/deense-shobr-daagt-supermarkten-uit
  • 59. SHIFTS PRINCIPLES MODELS TIPS Q&A Models for digital transformation “The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business actually make them bad at competing for the disruption.” - Clayton Christensen
  • 60. Ayman van Bregt digital strategist International Days 2017 Source: Future workforce strategies - 21st Century Skills
  • 61. Ayman van Bregt digital strategist International Days 2017 Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy
  • 62. Ayman van Bregt digital strategist International Days 2017 Source: Four levels of digital mastery - Leading Digital
  • 63. SHIFTS PRINCIPLES MODELS TIPS Q&A Tips for digital transformation “Management is the opportunity to help people become better people. Practiced that way, it's a magnificent profession.” - Clayton Christensen
  • 64. Ayman van Bregt digital strategist International Days 2017 From pushing to attracting Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 65. Ayman van Bregt digital strategist International Days 2017 From interrupting to inviting Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 66. Ayman van Bregt digital strategist International Days 2017 From unfocussed (ignorance) to focussed Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 67. Ayman van Bregt digital strategist International Days 2017 From control to letting go Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 68. Ayman van Bregt digital strategist International Days 2017 From avoiding risk to managing risk Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 69. Ayman van Bregt digital strategist International Days 2017 From disjointed (customer) experiences to seamless
 (customer) experiences Digital paradigm shift to achieve digital transformation Fundamental changes because of digital disruption
  • 70. Ayman van Bregt digital strategist International Days 2017 Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence Attention is the new currency
  • 71. SHIFTS EXAMPLES MODELS TIPS Q&A Q&A “Question everything.” - Maria Mitchell
  • 72. Ayman van Bregt digital strategist International Days 2017
  • 73. Ayman van Bregt digital strategist International Days 2017 Source: Econsultancy - The context for digital transformation https://econsultancy.com/reports/webinar-the-context-of-digital- transformation/downloads/7509-econsultancy-context-of-digital-transformation-webinar-pdf/
  • 74. Tips for digital transformation skills: The Innovator’s DNA Mastering the Five Skills of Disruptive Innovators Associating (linking ideas that aren’t obviously related); Questioning (questions that challenge the status quo); Observing (observing how things work and what doesn’t work); Networking (meeting people from different backgrounds and perspectives to extend your knowledge); Ayman van Bregt digital strategist International Days 2017 Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/ 01 02 03 04 Experimenting (trying out new experiences with the world as your laboratory). 05
  • 75. T-shaped People - Skills for digital transformation People needed for digital transformation have breadth of knowledge and a depth of expertise Ayman van Bregt digital strategist International Days 2017 Source: Econsultancy The context for digital transformation http://bit.ly/digital-transformation-econsultancy 01 T-shaped people are defined as those who have a strong vertical expertise but also wider knowledge or empathy for other digital disciplines. This is not to say that vertical expertise is less important, but more that when this is combined with that wider understanding it is increasingly valuable in appreciating the wider context of specialist work, identifying opportunities for greater collaboration or efficiencies, and seeing the bigger picture.
  • 76. Source: Econsultancy The context for digital transformation skills http://bit.ly/digital-transformation-econsultancy Ayman van Bregt digital strategist International Days 2017
  • 77. Ayman van Bregt digital strategist International Days 2017 Source: Skills revolution: http://www.manpowergroup.com/wps/wcm/connect/5943478f-69d4-4512-83d8-36bfa6308f1b/MG_Skills_Revolution_FINAL.pdf
  • 78. Ayman van Bregt digital strategist International Days 2017 Source: https://www.youtube.com/watch?v=SHF9gxQWl7c
  • 79. Ayman van Bregt digital strategist International Days 2017 Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence Attention is the new currency
  • 80. Ayman van Bregt digital strategist International Days 2017 ‘The difference between helping and selling is just two letters. But those two letters are critically important to the success of business today.’ - Jay Baer
  • 81. Focus on the real human connection - C.A.R.E. Ayman van Bregt digital strategist aymanvanbregt © ignite.cx
  • 82. Contact ayman@ignite.cx +31 6 41 383 525 Creates meaningful digital customer experiences for companies http://www.ignite.cx Ayman van Bregt digital strategist aymanvanbregt