This document discusses preparing for digital transformation through digital transformation modeling (DTM). It begins by outlining 7 metaphors - The Glass House, The Package, The Frog, etc. - to understand the impacts of changes driven by digital transformation. It then provides examples of how each metaphor could impact businesses. The document advocates for using DTM, which involves trend watching, defining business impact scenarios, and gaining insights, to help businesses prepare for an increasingly digital future and the ongoing changes it will bring. DTM can help identify where businesses may be disrupted and determine if they are ready to deal with issues like increased transparency, new competitors, and changing customer relationships.

1. "Mastering Digital Transformation
for your business"
!
February, 2014
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98

2. Jo Caudron
°1968
Founder & CEO
Co-Founder
Digital Consulting Firm
Social Media
Campaigning Platform
President

3. To get this started...
•
Who is using?
-
@jcaudron
Twitter
Facebook, Google+, ...
LinkedIn, Plaxo
Pinterest
Snapchat
Email
LBS
Augmented Reality
•
Who is using?
-
an iPhone
an Android phone
a Blackberry
a Microsoft Windows phone?
a tablet (iPad, Android, …)
wearable computers
biometrics
Apple TV, Boxee, ...

4. Smile, you’re in a crisis ;-)
Digital Transformation
The future is about
permanently dealing
with change and
going in and out of
moments of crisis.
!
Are you ready to
deal with this in
your business
context?

5. Insights:
Understanding the Power
of Digital Transformation

6. A short history of everything (in digital)
Analogue
Digital
Connected (internet)
Social
Everything is getting mobile
And the mobile eco-system will go to the living room very soon ...
@jcaudron

7. The Speed of Change…
Mobile
Social
Digital
Analogue
Connected (internet)

8. The Internet in 2012
@jcaudron
7.000.000.000

9. The Internet in 2012
@jcaudron
3.000.000.000
7.000.000.000

10. The Internet in 2012
@jcaudron
2.000.000.000
3.000.000.000
7.000.000.000

11. The Internet in 2012
@jcaudron
7.000.000.000
2.000.000.000
3.000.000.000
7.000.000.000

12. Digital
Transformation is
really happening

13. Digital in
the core
The Business
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

14. The Business
The Business
Digital (at
the sideline)
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

15. Digital in
the core
Digital in
the core
Digital in
the core
The Business
The Business
Digital (at
the sideline)
Digital in
the core
Digital (at
the sideline)
From ...
@jcaudron
... to
Digital Transformation Modeling

16. Digital Transformation
From ...
@jcaudron
... to
Digital Transformation Modeling
R&D & Enterprise 2.0
PR & External Commun.
IT
HR
Service & Support
Sales
Marketing & Communication
Digital Media
DM
Billboards
Print
TV
Radio

17. Do you accept...?
How big should CHANGE be?
In order to change
the world?
@jcaudron

20. @jcaudron

24. Digital Transformation
The future is about
permanently dealing
with change and
going in and out of
moments of crisis.
!
Are you ready to
deal with this in
your business
context?
Digital
Transformation
Modeling
(DTM)

25. DigitalTransformationModeling:
preparing the future
Trendwatching
Business
Cases
Scenarios
Impact
@jcaudron
Insights

26. Why Digital Transformation Modeling?
“Figure out where the
business will be most
disrupted, and send the
digital troops there. Don't
spread them everywhere
-- go where the fight is.”
“Either you’re disrupting
or you’re at risk of
getting disrupted”
!
!
!
George Colony, June 14, 2013
Brian Solis

27. Why Digital Transformation Modeling?
“10 THINGS THE
CEO CAN DO TO
DRIVE DIGITAL”
George Colony, June 14, 2013

28. DigitalTransformationModeling
Trendwatching
Business
Cases
Step 1.
Scenarios
Getting insights and
understanding of the
drivers of digital
transformation
Impact
Insights
!

29. 7 metaphors to
understand
the impact of change

30. Imagine a world with increased transparency and
higher accountability, with a new form of proximity
and the need for responsiveness…
That is the world we live in today.
… a world in which technology
becomes part of everything we
do, where every object
(including ourselves) is
connected to the internet.
… a world in which large monolithic
structures are challenged by new
(smaller) players, operating online,
worldwide and according to new
rules…
The Glass House
The Cyborg
The Package
… a world in which
traditional partners
becomes competitors and
where everyone is trying
to by-pass someone else…
THE WHEEL OF
CHANGE
… a world in which people want
to participate and co-create
the future…
The Participant
The Frog
… a world in which mobile access is
dominating everything else. Where people
have access to everything, everywhere,
every time they want it…
… a world in which we have new opinion
leaders deciding what is important and
what is not: new experts, our peers, but
also driven by technology…
The Traveller
The Gatekeeper

31. The Glass House
The Cyborg
The Package
THE WHEEL OF
CHANGE
The Participant
The Frog
The Traveller
The Gatekeeper

32. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

33. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

34. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

35. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
148K

36. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization

37. The Glass House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
Humanization

38. The Package
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS

39. The Package
Angry Birds
Digg.be
Yelo App
Boxee
TV
Twitter,
Facebook
Fun
RSS
CNN online /
app
Breaking
news
culture
Spotify + Metafy
Twitter,
Facebook
Sporza.be
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
Newspaper
Website
In-depth
analysis
Discovery
Blogs
Sports
LinkedIn, Monster, ...
Specials
Jobs
Services
Classifieds
eBay
Weather
Trends &
Lifestyle
Weather Pro (iPhone)
Vertical sites and
specialties portals
Traffic: Inrix +
iCoyote (iPhone)
Pinterest,
blogs

40. The Package
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
Tablet publishing will not save magazines
or newspapers, as long as they continue to
be translations of the traditional package.
!
Media titles need to become media labels.

41. The Package
From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS

42. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

43. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

44. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain
If you can sell expensive cars
online, you can sell anything
online.

45. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

46. The Frog
By-passing
Virtualization
(services, products,
support,
distribution, ...)
Distortion of the
value chain

47. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship

48. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship

49. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship

50. The Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
Bitcoin: “open source peer 2 peer money”

51. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

52. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

53. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

54. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

55. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

56. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data

57. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

58. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

59. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
Crowdfunding

60. The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service

61. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness

62. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness

63. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness

64. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
The Internet of Things is here right now

65. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
Contextual Awareness: technology knows everything
Location/
time-aware
Activityaware
Productaware
Intentionaware

66. Can you deal with
increased transparency
and accountability?
Can you survive competion
by new digital players that
cherry pick only the best
parts of your business?
And it’s only getting worse…
The Glass House
The Cyborg
Can you activate your clients
to become partners, rather
than potential enemies?
The Package
Are YOU Ready?
The Participant
Will you get by-passed or bypass yourself?
The Frog
Does mobile technology change the
relationship between you and your
clients?
Who will determine what is important in
your business? New players, algorithms,
Social Media, …? Or you?
The Traveller
The Gatekeeper

67. DigitalTransformationModeling
Trendwatching
Business
Cases
Step 2.
!
Scenarios
Impact
Insights
Defining the possible
impact on our own
ecosystem

68. Dry-run: the Tesla case

69. climate
Fossil Fuels
External drivers?
The Glass
House
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Bi-directional
Humanization
The Package
The Frog
From monolithic to
atomic
Small & Simple
By-passing
Long Tail
Virtualization
(services, products,
support, distribution,
...)
Personalized
Realtime
Utility / Usability
Value for Money
Agile
Cloud/SaaS
Distortion of the
value chain
The
Gatekeeper
Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
The Traveller The Participant
The Cyborg
Mobile technology
Community
Quantified Self
Location / Local
Co-creation/
Collaboration
Wearable
Computing
The power of the
crowd
Internet of Things
Empowered Self
Open Data
Gamification
Monitoring
(Self-)service
Even Smaller
Always on
NWOW
Instant gratification
Recommendations
“Good is good
enough”
Ambassadorship
Small Data
Big Data

70. The Glass
House
Transparency
Closeness
Responsiveness
Speed / Agility
Accountability
Authenticity
Bi-directional
Humanization
The
Package
The
The Frog
Gatekeeper
From monolithic
to atomic
Small & Simple
Bypassing
APPification
Virtualization
Long Tail
(services, products,
support,
Personalized
distribution, ...)
Real-Time
Distortion of the
Utility / Usability
value chain
Value for Money
Agile/Cloud/SaaS
The
Traveller
The
Participant
Mobile technology
Gatekeeper meets Location / Local
Community
the Second
Always on / Instant
Gatekeeper (the
Gamification
gratification
power of social
Co-creation /
Decreased
media)
Collaboration
mobility (for
Fragmentation of
society)
The power of the
(communication)
crowd
De-centralized /
touchpoints
NWOW
Empowered Self
Recommendations
“Good is good
(Self-)service
Ambassadorship
enough”
Small Data
The
Cyborg
Quantified Self
Wearable
Computing
Internet of Things
Big Data
Monitoring
Open Data
Even Smaller
Contextual
Awareness

71. DigitalTransformationModeling
Scenario Planning
Trendwatching
Business
Cases
Scenarios
Impact
Insights
!

72. DigitalTransformationModeling
Trendwatching
Trendwatching
!
Business
Cases
Scenarios
Impact
Insights

73. For most companies, this is still
a mighty long way to go…

75. Out soon!
•
Our new book on the impact of digital on
the world and economy as we know it
•
A practical guide to help you understand the
impact and how it will potentially change
your business (if it’s not too late already)
•
•
•
Authors: Jo Caudron & Dado Van Peteghem
Available spring 2014
Crowd funding by pre-ordering now on
http://www.dearmedia.be/2014/01/13/
digitaltransformation/

76. •
•
a digital consulting company
•
our mission is to help you finding a new
balance between the certainties of your
traditional business and the
opportunities of innovations in (digital)
media
•
our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV, new
radio, ...
•
We work for large European clients
founded in 2009 by Jo Caudron, today
we are 5 people

77. Consulting, trend watching, trainings, presentations
Online Media
Social
Mobile
Future
Marcomm
!
Digital Transformation Modeling:
Digital impact on traditional
communication, media, business, ...

78. "Mastering Digital Transformation
for your business"
!
February, 2014
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98