More Related Content Similar to Digital disruption is just the beginning (20) Digital disruption is just the beginning1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital
IS
Disruption
JUST THE
Beginning
@vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Vijayanta Gupta
Head of Product & Industry Marketing | Adobe EMEA
@vijayanta
vijayanta.gupta@adobe.com
3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital
IS
Disruption
JUST THE
Beginning
@vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
How on earth
did we get here?
10. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital is Going Through a Similar Evolution…Very Rapidly.
10
WAVE1 WAVE2
Digital is
TRANSFORMING
rapidly
WAVE3
11. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey-centricdigital interactions &
organizational integration
Channel-centric digital interactions
between customers & brands
Website-centric digital interactions
between customers & brands
Three Waves of Digital Engagement
11
15. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured
15
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THEFIRSTWAVE
16. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Second Wave: Channel-based Digital Interaction Between Customers and Brands
16
THESECONDWAVE
DIGITALTV
EMAIL
SOCIAL
LOCATION-BASED
SERVICES
ONLINEVIDEO
OUTLET/KIOSK
DIGITIZATION
MOBILE
17. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers Were Faced With Two Very Interesting Trends
Explicit
TWO-WAY
COMMUNICATION
Implicit
Multiple
TOUCHPOINTS
per customer
17
THESECONDWAVE
18. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We Learned: Every Interaction has a Digital Footprint
ONLINETOUCHPOINTS OFFLINETOUCHPOINTS
In-storepurchases Favoritestores Recentloan
18
THESECONDWAVE
19. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measure effectiveness
across the entire
customer journey and
not just the touch-point
The Third Wave: Customer Journey-centric Digital Engagement
19
THETHIRDWAVE
21. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integration and Interaction Needed Across the Organization
SURFTOGETHER
Everyone needs to
THETHIRDWAVE
22. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This Wave is an Enterprise Transformation Initiative
22
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an
24. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
Marc Andreessen
Co-founder - Netscape
General Partner - Andreessen Horowitz
“Software Is Eating The
World”
26. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Did anyone just say “Disruption”?
26
Airbnb
The world’s largest accommodation provider,
owns no real estate.
Alibaba
The most valuable retailer has
no inventory.
Facebook
World’s most popular media
owner creates no content.
Uber
The world’s largest taxi
company owns no vehicles.
@vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
27. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Disruptive Innovation in Action
27
DISRUPTIVE
A process by which a product or service takes root
initially in simple applications at the bottom of a
market and then relentlessly moves up market,
eventually displacing established competitors.
Source: Clayton Christensen
31. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which Business are You in?
31
Media and
Entertainment
Software to understand users
viewing preferences and to
predict shows that they will like
32. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which Business are You in?
32
Retail
Connects users with personal
shoppers who can deliver stuff
within the hour from stores
33. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which Business are You in?
33
Financial
Services
Mobile only bank that sees itself
in data analysis business as much
as in the the banking business
34. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which Business are You in?
34
Communications
Messaging service that enables
users to chat as well as order taxis
and groceries
35. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which Business are You in?
35
Automotive
Over the air software updates for
improving efficiency of the car
40. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
40
@vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
40
The @Scale Era
3D Printers Drones Wearables IOT
Manufacturing @Scale Delivery @Scale Self Quantification @ Scale M2M Communication @Scale
Something very interesting is happening
43. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
43
Aaron Levie
Co-founder and CEO
BOX
“Adding software to
a broken process
doesn't make you
digital.
The biggest
challenge is
reimagining the
process, not writing
the software.”
44. @vijayanta vijayanta.gupta@adobe.com
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Question – Is Your Business Pretending to be Digital…
44
Need this and next slide
with images that depicts
something like this –
digital pretence with
analog process.
47. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
47
@vijayanta
vijayanta.gupta@adobe.com
THANK
YOU