I gave a short talk about the meaning and importance of Digital Transformation for brands and agencies. Digital Transformation is a vital strategic road plan that helps organisations to survive, evolve and to open new market spaces.

1. Digital Transformational Change
Why Digital Transformation is vital for your brand?
By Marvan Shamma, Forum Media 2013

2. “Digital is all about change and we
told our teams early on to fall in love
with change, because we’re going
to need to evolve every year”.
Angela Ahrendts, CEO

3. The purpose is to talk about Digital
Transformation, its importance for you brand
and to highlight a couple of insights
on how to achieve it?

4. Why is this important?

5. The average lifespan of an
S&P 500 company has
decreased by more than
50 years in the last century,
from 67 years in the 1920’s
to just 15 years today!
Lifespan
67 years
15 years
In the
1920's
Source: Professor Richard Foster, Yale University
Today

6. By 2020, more
than 75% of the
S&P 500 will be
companies that we
have not heard of
yet!
Source: Professor Richard Foster, Yale University
New emerging brands
75%
25%
Known
Unknown

7. When asking global executives when it will
be critical to implement Digital Transformation
across your organisation? The answer is …

8. The Urgency of Digital
Transformation
27% of global
executives rate
digital transformation
as already “A Matter
of Survival”
A matter
of survival
27%
This
Year
36%
Within the
next 2 years
33%
3 years
or more
Not really
important
13%
5%
Source: MIT Sloan Management/Capgmini, “Embracing Digital Technology”, October 2013

9. What is Digital Transformation?

10. Digital transformation is the
process that helps brands to be
less product–oriented, more
customer–focused.

12. If Nike is about selling running
shoes, that would be a
Product–oriented brand.

15. Nike is NOT about selling shoes.
It is a Customer–focused brand.
A digital brand.

16. A “Digital Brand” is one that
focuses on customers, creates
values not products and has fully
implemented digital culture into its
business DNA.

17. How can we create values?

18. “Price is what you pay, value
is what you get.”
Warren Buffet

19. What the customer buys and considers “value” is
not the product, but the result it generates.
Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013

20. What the customer buys and considers “value” is
Provide an the result it generates.
not the product, but integrated experience.
Integrate technology into customer’s life.
Shape expectations.
Do things with and for customers that will open new
market spaces.
Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013

21. Cars
From
Search Engine
Coffee
Promoting personal mobility management
To
Making sure everyone has a great online experience
Shaping personalised coffee experience
Source: David Erixon, Paul McCabe / Hyper Island DMM03, Manchester/UK 2013

22. What does Digital Culture mean?

23. Implementing the right culture is key to achieve
successful digital transformation.
A combination of values & beliefs, attitudes
and behaviours that shape your brand.

24. What are the most significant cultural barriers to Digital
Transformation in your organisation?
Competing priorities
“We don’t have time for this now”
Lack of familiarity with digital
“We don’t know how to do that”
Resistance to new approaches
“This is the way we’ve always done it”
Digital threatens current power structures
“I will lose influence in my organisation”
Internal politics
“It doesn’t have the right political support”
Risk aversion
"It's not worth the risk"
53%
52%
40%
23%
21%
18%
Source: MIT Sloan Management/Capgmini, “Embracing Digital Technology”, 2013
Percentages refer to respondents who clicked this option versus total number of respondents who answered this question.

25. Digital Culture is
Data–driven,
commercially–
minded, agile and
empowers
“permission to fail”.
Consider work space
Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/
Photography by Gareth Gardener

26. Digital Culture is
about Human–
centred design,
innovation, creativity
& passion.
Consider work space
Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/
Photography by Gareth Gardener

27. Digital Culture
ensures Collaboration
between T–shaped
teams, transparency
& trust.
Consider work space
Resource: http://www.jamesburleigh.co.uk/contemporary-furniture-projects/commercial-furniture/bbc-salford/
Photography by Gareth Gardener

28. How can we digitally transform?

29. Digital Transformation is a
Business Transformation and is a
long journey that needs you to …

30. 1. Align on a high level vision
2. Identify the value opportunities and create new market spaces
3. Create the right culture & environment
4. Get the right people to collaborate
5. Implement the right process
6. Integrate the right systems/technologies
7. Start with easy wins

31. Thank you.
I am happy to help!
Marvan Shamma
marvan.shamma@gmail.com
http://www.linkedin.com/in/marvanshamma
@mrshamma