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IT & Marketing
1 
IT driven competition 
First wave 1960-1970 
Automation individual activities, computer aided design, 
manufacturing re...
2 
Smart, connected products 
• Physical components 
• Smart components 
sensors, microprocessors, data storage, control, ...
3 
The New Technology Stack 
• Identity and security 
• Product cloud 
• Connectivity 
• Product 
• External information s...
Smart, connected products capability 
4 
• Monitoring 
• Control 
• Optimization 
• Autonomy
Reshaping Industry Structure 
• Bargaining power of buyers 
• Rivalry among competitors 
• Threat of new entrants 
• Threa...
Redefining Industry Boundaries 
6 
1. Product systems 
2. Systems of systems
7 
Competitive Advantage 
From operational effectiveness to new set of 
best practices 
• Design 
• After-sale service 
• ...
8 
Implications for Strategy 
• Which set of smart, connected 
product capabilities and features 
should the company pursu...
9 
Implications for Strategy 
• Should the company pursue an 
open or closed system? 
• Should the company develop the ful...
10 
Implications for Strategy 
• What data must the company 
capture, secure, and analyze to 
maximize the value of its of...
11 
Implications for Strategy 
• Should the company fully or 
partially disintermediate distribution 
channels or service ...
THANK YOU 
12
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IT and marketing

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Marketing in the second millennium has undergone fundamental changes, reshaping and redefining the industry itself.

Published in: Marketing
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IT and marketing

  1. 1. IT & Marketing
  2. 2. 1 IT driven competition First wave 1960-1970 Automation individual activities, computer aided design, manufacturing resource planning 1 Second wave 1980-1990 The rise of internet, coordination and integration across Individual activies 2 Third wave Smart, connected products 3
  3. 3. 2 Smart, connected products • Physical components • Smart components sensors, microprocessors, data storage, control, software • Connectivity components • One-to-one • One-to-many • Many-to-many
  4. 4. 3 The New Technology Stack • Identity and security • Product cloud • Connectivity • Product • External information sources • Integration
  5. 5. Smart, connected products capability 4 • Monitoring • Control • Optimization • Autonomy
  6. 6. Reshaping Industry Structure • Bargaining power of buyers • Rivalry among competitors • Threat of new entrants • Threat of substitutes • Bargaining power of suppliers 5
  7. 7. Redefining Industry Boundaries 6 1. Product systems 2. Systems of systems
  8. 8. 7 Competitive Advantage From operational effectiveness to new set of best practices • Design • After-sale service • Marketing • Human resources • Security
  9. 9. 8 Implications for Strategy • Which set of smart, connected product capabilities and features should the company pursue? • How much functionality should be embedded in the product and how much in the cloud?
  10. 10. 9 Implications for Strategy • Should the company pursue an open or closed system? • Should the company develop the full set of smart, connected product capabilities and infrastructure internally or outsource to vendors and partners?
  11. 11. 10 Implications for Strategy • What data must the company capture, secure, and analyze to maximize the value of its offering? • How does the company manage ownership and access rights to its product data?
  12. 12. 11 Implications for Strategy • Should the company fully or partially disintermediate distribution channels or service networks?
  13. 13. THANK YOU 12

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