PROFESSIONAL THESIS MBA Marketing & Commerce sur Internet French company digital transformation: What successful strategies for CIOs and IT Providers? Executive Summary

1. Nom : Pascale PHILIPPE P. 1/2
Thèse professionnelle MBA Spécialisé Marketing et Commerce sur Internet - 2015
« Transformation numérique des entreprises en France : quelles stratégies gagnantes pour le DSI et les ESN ? »
PROFESSIONAL THESIS
French company digital transformation:
What successful strategies for CIOs and IT Providers?
Executive Summary
We live in the era of the third IT revolution, that of the digital transformation associated with
the changes induced by the massive introduction of digital technologies (Social, Mobile,
Analytics / data, Cloud) in all sectors of the economy and our daily lives, both private as well
as professional.
Customers have never been so influential. They require speed, personalization and ubiquity
as many opportunities for products and services are available to them.
The company must quickly turn if it wants to remain competitive and innovative in a world that
has changed dramatically since the advent of the Internet and the Web. It now relies on digital
technologies to put customers at the core of its strategy and stand up its new competitors, pure
players or young start-ups, more agile, inventing new disruptive business models favoring
disintermediation.
Information System is at the core of this transformation. The IT department plays a key role in
investment decisions on digital technologies.
To be faster and have the right features, Business lines bypass the CIO and implement IT tools
without his approval. Beyond security risks and the compatibility of solutions with existing IT,
this Shadow IT reduces the influence of the CIO in favor of the BUs or the CDO who is
responsible for leading the digital transformation in the company.
The digital transformation fundamentally changes the role of IT and of the CIO who is the most
affected by this change of profession.
CIO must evolve quickly if he wants to maintain his position within the company and be the
"Business Partner" that the Executive requires. This "new" CIO, in order to support the
business models of the company, must favor customer orientation, agility and speed,
innovation, understanding of business needs and data management. These elements
constitute his priorities compared to the management of infrastructures, applications and IT
budgets.

2. Nom : Pascale PHILIPPE P. 2/2
Thèse professionnelle MBA Spécialisé Marketing et Commerce sur Internet - 2015
« Transformation numérique des entreprises en France : quelles stratégies gagnantes pour le DSI et les ESN ? »
Like all suppliers, IT services providers, the historical partners of CIO, are heavily impacted.
They now operate in an increasingly competitive market composed of strategy consultants,
software vendors and digital agencies which position themselves on the digital transformation
of companies.
They must transformed themselves by adapting their own business model to meet the new
challenges of their customers if they wish to remain a major player in this new context.