Guest lecture of Robin Effing for Nyenrode Business Universiteit, on February 10th, 2020. About digital transformation, the big five trends of digital strategy, social media, mobile, big data analytics, cloud, 5g, IoT and the digital strategy canvas as introduced in the book of Digital Future

1. Dr. Robin Effing
Nijenrode Guest Lecture
Trends & Strategy in a Digital Future
February 10th, 2020

2. “The computer is incredibly fast, accurate, and stupid.
Man is unbelievably slow, inaccurate, and brilliant. The
marriage of the two is a challenge and opportunity
beyond imagination.”
(Walesh / Einstein)

4. Introduction
big 5 digital trends
digital strategy canvas
case studies
digital transformation

5. 10-2-2020

6. Social media

9. mobile

11. 10-2-2020

12. 10-2-2020

13. analytics

15. Chatbots

16. Artificial
Intelligence

17. Cloud

19. 5G from Huawei? Really?
Image source: Forbes

20. Virtual Reality
/ Augmented Reality

21. Internet of things

23. Big 5 trends of digital strategy
Read more: T. Spil, M. Pris, and B. Kijl, “Exploring the BIG Five of e-leadership
by developing digital strategies with mobile, cloud, big data, social media, and the Internet of things.” pp. 408–418, 2017.

24. Big 5 of ICT
Spil, T., Pris, M., & Kijl, B. (2017, March). Exploring the BIG Five of e-leadership by developing
digital strategies with mobile, cloud, big data, social media, and the Internet of things. In 5th
International Conference on Management, Leadership and Governance: ICMLG 2017.

25. Introduction
big 5 digital trends
digital strategy canvas
case studies
digital transformation

26. DIGITAL STRATEGY CANVAS
5G from Huawei? Really?

27. Lack of alignment with company goals

28. DIGITAL STRATEGY
Business-Ict alignment
contingency to context
strategy as good as execution

29. Organizational goals
existing goals
versus
new products and markets

30. Digital strategy Scope?
Strategic Plan making
versus
strategic action

32. Strategy is like a double-edged
sword:
Grasping potential opportunities
and limiting risks

33. ENGAGE
Engaging is all about developing
relationships with customers by
interacting with them through
digital services and creating a two-
way street of conversation.

34. ENABLE
Enabling the digital
strategy asks for an
appropriate balance
between the ambitions set
in the engage part while
making sure that you can
arrange everything to
make it happen.

35. EVALUATE
Evaluate comprises of
various ways of using
data analytics, statistics
and insights to learn,
adapt and measure
whether the company’s
activities on digital and
social media are
delivering desired
effects.

36. The Digital Future

38. Source: Effing, R., Spil, T. A. M., Both, M. & Ogbuji, B. (2019). Digital Future.
www.digitalfuturecommunity.com

40. Introduction
big 5 digital trends
digital strategy canvas
case studies
digital transformation

41. “We dropped our use of Twitter for
several brands because we didn’t get
enough out of it in our opinion.”
…“Social influencing is
important; Desperados uses DJ’s and
bloggers for advertising.”

42. “We had to get our data lake that was like a
precondition” … “Now I can predict the need for every
company in the Netherlands because we’ve got three
million people in our databases and our matching
algorithms have become better.”

43. “It’s all about conversion, that is the main goal. If
you have good, hopefully quantifiable goals, you
can hire or find the resources that you need and
account for it.”… “We continuously run A/B
testing to measure what alternative delivers the
highest rate of conversion”… “We do not listen
to the customer but we look at their actions””

44. B2b digital strategy
case example

45. 45
(Source: Randstad, Jildert Huitema, 2017)

46. “We are working really hard to matching algorithms by
machine learning. We already believe that the machines can
make better matches made on personality, on soft skills,
based on hard skills. Machines can make better matches than
humans.”
Data-driven approach
© Randstad
4
6
(Source: Randstad, Jildert Huitema, 2017)

47. 25
(Source: Randstad, Jildert Huitema, 2017)

48. “They had to do ten phone calls to gain one visit were you
could visit the company to discuss what you need. We made
a Sales Navigator and that made it from 10 to 1 or 2.2 calls
to 1 visit.”
Results
© Randstad
4
8
(Source: Randstad, Jildert Huitema, 2017)

50. “Television is the basis of our success. We use the millions-strong reach of
our TV stations to push into digital business areas.” (prosiebensat1.com)

51. “One [strategy] was to digitally enrich the company’s
TV portfolio. The other was to actively seek out new
digitally enabled business models to diversify its
business.”
New service channels: Development of video-on-
demand and gaming content related to TV content.
Return: €484 million from digital products and
services,
19% of its total turnover (2013).
Source: Hess e.a. (2016)

52. “P7S1 generates revenues from its
digital products and services” (Hess
e.a., 2016) by:
- Advertising
- Directly paid content
- Sales of virtual goods within
online games
- Freemium models
- Subscription models (added)
Source: Hess e.a. (2016)

56. New digital service channels:
Introduction of an e-paper and an
app, including digital topics
Internet-based map service
includes location-specific
information such as kindergartens,
gas stations, playgrounds and Wi-Fi
hot spots. (Regensburg area)
Source: Hess e.a. (2016)

57. Return of investment: 10%
and 20% of revenues come from
digital products
and services. (app and epaper)
Resources education:
personal development program to
foster the necessary digital mindset
and skill set among existing staff.
Source: Hess e.a. (2016)

58. Resources limited funding:
The company has very limited
ability to allocate financial
resources to the program.
Traditionally low margins in the
print business constrain the firm’s
options.
Source: Hess e.a. (2016)

60. Source: https://www.mediennetzwerk-bayern.de/4598/lokales-map-tool/

63. “A firm’s main product line will
most likely play a crucial role in its
digital transformation, because the
integration of digital technologies
into products is one of the key
aspects of digital transformation.”
Source: Hess e.a. (2016)

66. Listening: the company has begun to follow
its customers, who are moving toward
digital offerings.
New Digital Channels:
- Electronic sales channels for its products
- e-books
- Online gaming markets.
- Complementary digital products that
enrich its existing analog products.
Source: Hess e.a. (2016)

67. “Ravensburger Digital.”
- This business unit was established in 2009,
- Capacity: employs 20 to 25 people
- Physically separated from the
headquarters to make it more appealing to
applicants with different skill sets and to
foster innovation.
- Return: yearly turnover of approximately
€1 million.
Source: Hess e.a. (2016)

68. Introduction
big 5 digital trends
digital strategy canvas
case studies
digital transformation

69. The purpose of the journey toward
digital transformation is to
reap the benefits of
digital technologies
such as productivity improvements,
cost reductions and innovation.

70. - “IT strategy does not equal a
digital strategy”
- Digital strategy is a "Digital
business strategy that combines
IT and business strategy.”
- Size and value are crucial
dimensions when investigating
digital transformation.
Source: Hess e.a. (2016)

71. Strategic questions
Source: Hess e.a. (2016)

72. 72
Netflix is a remarkable example of digital transformation instead
of being a completely new business startup

73. www.digitalfuturecommunity.com

74. Keep in touch
r.effing@utwente.nl
r.effing@saxion.nl
linkedin.com/in/effing
www.socialpower.nl
http://www.slideshare.net/robineffing
WWW.DIGITALFUTURECOMMUNITY.COM