The document discusses the fast-evolving digital landscape and how companies are transforming through software-enabled experiences, highlighting studies on successful tech adaptations by notable brands. It emphasizes key patterns in digital transformation, such as the importance of personalized content and customer engagement strategies. Additionally, it examines the role of data analytics in reshaping industries, like automotive, while providing case studies and insights into customer relationship management.

1. UP YOUR GAME !
PRADEEP RATHINAM , CEO , ADITI TECHNOLOGIES,
Pradeepr@aditi.com @PRADEEPRAT

2. THE WORLD WE OPERATE IN IS EVOLVING FAST.
2
1995
INTERNET OF
DOCUMENTS
CONTENT
2000
INTERNET OF
COMMERCE
DESIGN
2005
INTERNET OF
APPLICATIONS
CLOUD
2010
INTERNET OF
CONTEXT
DATA
2015
INTERNET OF
THINGS
DEVICE

3. 3
EVERY INDUSTRY IS E-CONFIGURING AROUND SOFTWARE ENABLED
EXPERIENCES
“HOW DOMINO’S
BECAME A TECH
COMPANY”
FAST COMPANY, 2014
“HOW
MASTERCARD
BECAME A TECH
COMPANY”
FORTUNE, 2014
“CAN A CONTENT
COMPANY BECAME
A TECH COMPANY”
NYT, 2014
“DISNEY IS
TURNING THEME
PARKS INTO SOCIAL
NETWORKS”
MOTLEY FOOL, 2014
“TESCO’S BIG DATA
ARM DUNHUMBY
BUYS AD-TECH
FIRM”
2014
“BUYING BEATS?
BAH! WHY APPLE
SHOULD THINK BIG
AND BUY TESLA”
FORBES, 2014
“ROBERT
MCDONALD IS ON A
MISSION TO MAKE
P&G THE MOST TECH
ENABLED BUSINESS IN
THE WORLD”
McKINSEY, 2011
“SOFTWARE IS
EATING THE
WORLD”
MARC ANDREESSEN, 2011

4. 4
BUT NO ONE IS
SHAKING IT LIKE
T-SWIZZLE

5. HOW 1989 BECAME THE BIGGEST HIT OF 2014
5

6. HOW 1989 BECAME THE BIGGEST HIT OF 2014
6
13 Day Instagram Countdown
World Wide Live Stream on Yahoo
210 Million views before launch
Spend quality time
with some of her best
fans, teasing them with
soon to be launched
content

7. Mobile
Web and Search
Content
Customer Analytics and Insights
Social and eCRM
Middleware, Data cache
Inventory, Yield, Contracting
Corporate/Collaboration
Finance
SYSTEMS OF
ENGAGEMENT
(Customer facing systems)
SYSTEMS OF RECORD
(Operational systems)
CEO/CMO/CIO++
IT DIR.
IF TAYLOR SWIFT WERE A COMPANY...

8. 4 PATTERNS IN DIGITAL TRANSFORMATION FROM T-SWIZZLE
8
THERE WILL BE
(MUCH) MORE
MOBILE MOMENTS
PERSONALIZED CONTENT
SKYROCKETS ENGAGEMENT
ASYMMETRIC INFORMATION
IS THE HOLY GRAIL
MULTI CHANNEL IS EASY.
MULTI PLATFORM
STORYTELLING IS TOUGH.

9. AND WE SEE OUR CUSTOMERS EXECUTE 9 PLAYS OF DIGITAL TRANSFORMATION
BUSINESS MODEL CUSTOMER EXPERIENCE OPERATIONALIZING DIGITAL

10. 10
…AND THE 5 THAT MATTER…
How much of a role does each of the following have in driving your organization’s
transformation agenda?
40%
Ability to execute at a rapid pace,
experiment and scale.
47%
360 Degree view of customer, aggregating
data from various sources
50%
Ability to create a scalable and flexible platform
to develop and roll out new offerings
53%
Ability to have a contextual and relevant
conversation with our customer in any channel
57%
Ability to personalize recommendations,
experience, and offerings for each customer
62%
Ability to build a culture of customer
engagement within the organization

11. ASYMMETRIC INFORMATION AND DEFENSIBILITY
DEVICE, CLOUD AND ANALYTICS – CASE STUDY
11

12. HOW TESLA IS BECOMING THE BLOOMBERG OF CARS
The crash And the comeback
12
Speed
Route
Diagnostics
Backed by data on…

13. CLOUD & ANALYTICS FROM DEVICE DATA IS RESHAPING THE AUTO INDUSTRY
2
4
3
1
5
1 2 3 4 5
In vehicle system gather
car diagnostic data across
key parameters in real
time
Over the Air updates
notify manufacturer
about vehicle
performance
Big data analytics
provide prognosis for
fault and service
notifications to car
Local Dealer networks
push out competing offers
to car.
At the dealership, dealer
updates apps, firmware
and gathers feedback on
performance

14. THERE WILL BE MUCH MORE MOBILE MOMENTS BUILT ON ASYMMETRIC INFORMATION;
A CASE FOR OCULUS RIFT ON AIRPLANES
14

15. THIS INFLIGHT
ENTERTAINMENT (IFE)
SYSTEM COSTS 10,000
USD.
AND FEELS LIKE IT’S 1990.

16. WHAT IS THE REAL THREAT TO IN FLIGHT ENTERTAINMENT – CHEAP TABLETS OR FREE
UTILITIES ?
Access to Customers, Information & Context
Access to Product
Considerable Risk
Possible Risk
Customer Context leaders
Tech Giants with a homogeneous
tech stack and access to customer
and information –FACEBOOK, GOOGLE
IFE Product Alternatives
iPads, Tablets, smartphones,
inflight Wifi…
TRAVELER NEED

17. ENTER OCULUS RIFT.
ASYMMETRIC INFORMATION + IMMERSIVE EXPERIENCE

18. TO UNLOCK COMMERCE FOR DESTINATION SERVICES
EXPERIENCE AND BOOK YOUR DISNEYLAND TOUR, SITTING ON SEAT 31B

19. FROM MULTICHANNEL TO MULTI-PLATFORM STORYTELLING.
CASE STUDY - ORCHESTRATING @SCALE ENGAGEMENT THROUGH SINGLE VIEW
OF CUSTOMER
19

20. ABOUT TUI
Formed in 2007, by the merger of First Choice Holidays, and travel
division of TUI AG
Operates in over 180 countries, serving 30 million customers, with
over 3500 retail stores in EU
Revenue of £14.5 billion, £490 million operating profit
Over 240 trusted brands, ranked as either #1 or #2 brand in the core
markets
Largest distributor of accommodation globally, with over 150mn
room nights a year
www.tui-group.com
www.tuitravelplc.com
Based in Crawley, West Sussex,
UK

21. BUSINESS
MODEL
CUSTOMER
EXPERIENCE
SOLUTIONS
SERVICES
HOW TUI IS CHANGING THE BUSINESS MODEL

22. CUSTOMER ENGAGEMENT ACROSS CHANNELS, OVER YEARS.
From transactions to a lifetime
relationship with Systems of
Engagement
• Seamlessly digital experience
• Make intelligent suggestions
• Customer centered personalization
• Omni-channel presence

23. RECAP - 4 LESSONS IN DIGITAL TRANSFORMATION FROM T-SWIZZLE
23
THERE WILL BE
(MUCH) MORE
MOBILE MOMENTS
PERSONALIZED CONTENT
SKYROCKETS ENGAGEMENT
ASYMMETRIC INFORMATION
IS THE HOLY GRAIL OF
DEFENSIBILITY
MULTI CHANNEL IS EASY.
MULTI PLATFORM
STORYTELLING IS TOUGH.

24. WHY AREN’T MORE COMPANIES LIKE TAYLOR SWIFT ?
24
54%
42%
51%
47%
51%
51%
Limitations and gaps in your company’s
internal skills and expertise
51% Your company’s budget constraints
42% Decentralized channel ownership
The time, effort, and difficulty associated
with understanding and evaluating new
customer engagement technology
solutions.
54%
The lack of a trustworthy, step-by-step
road map for getting from present state to
desired target state 47%

25. HOW OUR CUSTOMERS NAVIGATE THIS TRANSFORMATION
25
3
2 SINGLE VIEW
OF
CUSTOMER
API LED PLATFORM
AND CHANNEL
INTEGRATION
CUSTOMER
ANALYTICS
PERSONALIZED
CONNECTED
EXPERIENCES
DATA IS THE NEW OIL.
CLOUD IS THE PIPELINE.

26. Mobile
Web and Search
Content
Customer Analytics and Insights
Social and eCRM
Middleware, Data cache
Inventory, Yield, Contracting
Corporate/Collaboration
Finance
SYSTEMS OF
ENGAGEMENT
(Customer facing systems)
SYSTEMS OF RECORD
(Operational systems)
CEO/CMO/CIO++
IT DIR.
WHAT IS YOUR SYSTEMS OF ENGAGEMENT ?

27. @WEAREADITI
7
US
ARGENTINA
GERMANY
POLAND
UK
SWEDEN
FINLAND
RUSSIA
INDIA
CHINA
KOREA
JAPAN

28. Want to UP YOUR GAME !
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