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"Beam me up, Scotty" — Transformation in the Digital Age

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Innovative digital printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business.

You will learn:

• Secrets of Transformation
• Impact on Print / Graphic Communications
• Learn from the best (selected cases)
• Guidelines

About Andreas Weber - Founder & CEO of Value Communication AG, Mainz/Germany:

Andreas Weber is Germany's leading Print Communications Analyst and Innovation Expert. Motto: Advice. Knowledge. Connectivity. He has been living and working in Mainz since 1978 where he studied humanities at Johannes Gutenberg University.

CONTACT

LinkedIn:
https://de.linkedin.com/in/andreasweber

Blog:
https://valuetrendradar.com

Twitter:
@zeitenwende007
@ValueCommAG

Published in: Business
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"Beam me up, Scotty" — Transformation in the Digital Age

  1. 1. "Beam me up, Scotty" 
 Transformation in the Digital Age Wednesday 19th April 2017 4pm (GMT) | By Andreas Weber, Head of Value Presented by
  2. 2. "Beam me up, Scotty" — Transformation in the Digital Age AGENDA 
 ◦ Secrets of Transformation ◦ Impact on Print / Graphic Communications ◦ Learn from the best (selected cases) ◦ Guidelines Transformation begins in the head. 
 And if the mission is successful, 
 it ends there again.
  3. 3. AGENDA 
 ◦ Secrets of Transformation ◦ Impact on Print / Graphic Communications ◦ Learn from the best (selected cases) ◦ Guidelines "Beam me up, Scotty" — Transformation in the Digital Age
  4. 4. "Beam me up, Scotty" — Transformation in the Digital Age Secrets of Transformation + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek μεταμόρφωσις, 
 "transformation, transforming",
 from μετα- (meta-), "change" 
 and μορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes!
  5. 5. "Beam me up, Scotty" — Transformation in the Digital Age Secrets of Transformation + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek μεταμόρφωσις, 
 "transformation, transforming",
 from μετα- (meta-), "change" 
 and μορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes!
  6. 6. "Beam me up, Scotty" — Transformation in the Digital Age Secrets of Transformation + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek μεταμόρφωσις, 
 "transformation, transforming",
 from μετα- (meta-), "change" 
 and μορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes!
  7. 7. "Beam me up, Scotty" — Transformation in the Digital Age Secrets of Transformation + In fact it means a smart METAMORPHOSES. (Like MORPHING visuals… — from Greek μεταμόρφωσις, 
 "transformation, transforming",
 from μετα- (meta-), "change" 
 and μορφή (morphe), „form".) + Always related to human culture! ≠ in any case not only a result of 
 technological changes!
  8. 8. AGENDA 
 ◦ Secrets of Transformation ◦ Impact on Print / Graphic Communications ◦ Learn from the best (selected cases) ◦ Guidelines "Beam me up, Scotty" — Transformation in the Digital Age
  9. 9. "Beam me up, Scotty" — Transformation in the Digital Age Impact on (or: via) Print + "Babylonian merchants began producing stone tablets to advertise their products while they were visiting new towns." Source: The History and Psychology of Direct Mail ≠ in any case a natural and cultural phenomenon since thousands of years!
  10. 10. "Beam me up, Scotty" — Transformation in the Digital Age Victor Hugo describes in ’The Hunchback of Notre Dame’ (Paris, 1831) precisely the scenario that we are currently facing: through the innovations in the publishing and print industry, the existing information architecture is collapsing! Secrets of Transformation: ”Ceci tuera cela!“ — This will kill that!
  11. 11. "Beam me up, Scotty" — Transformation in the Digital Age "Beam me up, Scotty"
 What was the most 
 sustainable step for transformation in the human culture? — Gutenberg's invention for print innovation
  12. 12. "Beam me up, Scotty" — Transformation in the Digital Age "Beam me up, Scotty"
 drupa2016 red sofa — statement by Andreas Weber ”All about print and transformation, beyond technology!” zeitenwende007 (@zeitenwende007) 09.06.16, 12:05 #drupa2016 #druparedsofa— Lessons learned. Think&Act #beyondtechnology! #Transformation is key to #reinventyourself pic.twitter.com/jG2iftFBUW
  13. 13. "Beam me up, Scotty" — Transformation in the Digital Age Learning: It is all about Human-to-Human
  14. 14. "Beam me up, Scotty" — Transformation in the Digital Age Source: ValueTrendRadar via David Baldaro, crossmediaconsultancy.co.uk Only H2H leads to Transformation in the Digital Age!
  15. 15. AGENDA 
 ◦ Secrets of Transformation ◦ Impact on Print / Graphic Communications ◦ Learn from the best (selected cases) ◦ Guidelines "Beam me up, Scotty" — Transformation in the Digital Age
  16. 16. "Beam me up, Scotty" — Transformation in the Digital Age "Beam me up, Scotty" 
 What was the most 
 sustainable step for transformation in the 
 Digital Age?
  17. 17. "Beam me up, Scotty" — Transformation in the Digital Age
  18. 18. "Beam me up, Scotty" — Transformation in the Digital Age
  19. 19. "Beam me up, Scotty" — Transformation in the Digital Age https://youtu.be/9hUIxyE2Ns8 „Götterdämmerung!“ | Gods Dawn
  20. 20. "Beam me up, Scotty" — Transformation in the Digital Age Main reasons why Apple became 
 a global leader in transformation: • Perfect website and web stores • Best-in-class (physical) flagship stores • High value of PRINT (AirPrint, iPhoto books, premium packaging…) Key: Extraordinary market orientation and performance promise — dedicated to a sustainable digital lifestyle experience! Who is #1 among the global brands when it comes 
 to all things multichannel? — APPLE!
  21. 21. "Beam me up, Scotty" — Transformation in the Digital Age Steve Jobs is my idol forever! Learning: A manifest, a master plan oriented to the past is what is always first needed to define new guidelines for decades to come. Apple became the global No. 1 in the field of multichannel! Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Source: Apple Confidential. Steve Jobs 23. Sept. 1997
  22. 22. "Beam me up, Scotty" — Transformation in the Digital Age Learning: Global Transformation via Print Innovations. BINGO!
  23. 23. "Beam me up, Scotty" — Transformation in the Digital Age "Beam me up, Scotty" Challenge: Consultancy fails in most cases!
  24. 24. "Beam me up, Scotty" — Transformation in the Digital Age GAFA
(Google, Amazon, Facebook, Apple) OTHERS
  25. 25. "Beam me up, Scotty" — Transformation in the Digital Age SOURCE: http://www.game-changer.net/2016/08/29/10-emerging-technologies-that-will-drive-the-next-economy/#.V9pJ94Z97IV
  26. 26. "Beam me up, Scotty" — Transformation in the Digital Age #Iot #BigData #Masscustomization #H2H SOURCE: http://industrialinternetnow.com/mass-customization-manufacturing-enabling-customer-centric-value-creation/
  27. 27. "Beam me up, Scotty" — Transformation in the Digital Age SOURCE: Getty Images Let's get disruptive! — Focus on ’Social’ as a resource!
  28. 28. "Beam me up, Scotty" — Transformation in the Digital Age Source: ValueTrendRadar via David Baldaro, crossmediaconsultancy.co.uk REMINDER: H2H leads to Transformation in the Digital Age!
  29. 29. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Focus on Innovation Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Crucial: Transformation first to be able to innovate! Not vice versa! Transformation begins in the head. And if the mission is successful, it ends there again.
  30. 30. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Focus on Innovation Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" This sweeps away all those 
 who lead one to believe that salvation lies in the inexhaustible innovative power of the latest technology. 
 That is a fallacy. Salvation lies in thinking 
 based on a sound human understanding that recognizes fundamental needs and anticipates the new!
  31. 31. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Learnings from Social Media Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/ From Push to Pull to Listen Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/
  32. 32. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Customer needs/behavior Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/
  33. 33. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Paradigm Shift Hans-Otto Schrader, CEO Ottogroup, the leading trading company, relies on best-in-class direct marketing. Showdown at Publishers' Summit 2016 in Berlin: Ottogroup became a highly competitive media and publishing company to run his trading business in real-time! Focus: content, community, commerce Competency: to address directly anyone anywhere anytime via omnichannel approach Task: Manage the basic revolution driven by disruptive consumer behavior Challenge: holistic approach to enable emotionally differentiated business models
  34. 34. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — 404 Fundamental Error The impact of the Internet of Thing(s) plus AI implies: Technology determines the way we live and how we communicate! —Sounds great! BUT: Our lifestyle and communication behavior determine which role technology has to play!
  35. 35. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Most Common: Direct Mail Even Google is using physical direct mails…
  36. 36. "Beam me up, Scotty" — Transformation in the Digital Age Worst Case: False focus leads to bankruptcy! http://www.print.de/News/Markt-Management/Druckerei-Schreckhase-stellt-Insolvenzantrag_5070
  37. 37. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Focus on Transformation https://www.pastbook.com/beautiful-photo-books/ “Relive Your Memories. Automagically Created for You!”
  38. 38. "Beam me up, Scotty" — Transformation in the Digital Age “We live in an amazing Era of exponential growth. The technology for all of this exists already, it’s not fantasy. I cannot wait to make it part of my life and being able to contribute to it.” — Stefano Cutello, Founder & CEO of PastBook, at “Mobile Photo Connect” in San Francisco end of October 2016. Source: ValueDialog — Great task by PastBook’s CEO Stefano Cutello: “Relive Your Memories. Automagically Created for You!” Let's get disruptive! — Focus on Transformation
  39. 39. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Focus on Transformation https://www.pastbook.com/beautiful-photo-books/
  40. 40. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Print is Lifestyle SOURCE: https://www.nettl.com/uk/
  41. 41. "Beam me up, Scotty" — Transformation in the Digital Age Let's get disruptive! — Print is Lifestyle SOURCE: https://www.nettl.com/uk/ Bernd Zipper and Peter Gunning
  42. 42. "Beam me up, Scotty" — Transformation in the Digital Age Best Partner: Print + Multichannel SOURCE: http://www.xmpieusers.org
  43. 43. AGENDA 
 ◦ Secrets of Transformation ◦ Impact on Print / Graphic Communications ◦ Learn from the best (selected cases) ◦ Guidelines "Beam me up, Scotty" — Transformation in the Digital Age
  44. 44. "Beam me up, Scotty" — Transformation in the Digital Age Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Guidelines — Focus on Transformation Think different to be disruptive! Think about how to 
 transform yourself to be able to transform established businesses or markets!
  45. 45. "Beam me up, Scotty" — Transformation in the Digital Age Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty" Create and offer a new way for a smart and seamless customer journey driven by a great customer experience! Guidelines — Focus on Transformation
  46. 46. "Beam me up, Scotty" — Transformation in the Digital Age Needs are the measure of all things! Source: Value Communication’s MANIFESTO Guidelines — Time for a new Thinking!
  47. 47. "Beam me up, Scotty" — Transformation in the Digital Age Needs are the measure of all things! Guidelines — Time for a new Thinking! https://valuetrendradar.com/2014/01/20/needs-are-the-measure-of-all-things-2/
  48. 48. "Beam me up, Scotty" — Transformation in the Digital Age 1. Disrupt your mind! 2. Learn from the best! 3. Transform yourself! 4. Identify the relevant technologies plus the right innovation solution partners! 5. De-construct — re-construct your business + go-to-market scenario! 6. Really know your audience 
 (don’t just assume you do)! 7. Keep your message relevant 
 and simple! Via Social Media… Last but not least: Don't miss opportunities! Let's get disruptive! — Guideline & Conclusion
  49. 49. "Beam me up, Scotty" — Transformation in the Digital Age CONCLUSION Become part of the game. Enable Transformation via Print Communication Innovations — driven by a sustainable Multichannel approach! It’s that simple…
  50. 50. DISCLAIMER: @ 2017 by Andreas Weber. For personal usage only. Let's continue the conversation 
 on TRANSFORMATION! Contact: Andreas Weber, Head of Value Mainz, Germany | Twitter @ValueCommAG Blog www.valuetrendradar.com "Beam me up, Scotty" — Transformation in the Digital Age
  51. 51. "Beam me up, Scotty" — Transformation in the Digital Age Guidelines — Time for a new Thinking! Source: https://youtu.be/sMEA1LJQJyI
  52. 52. "Beam me up, Scotty" — Transformation in the Digital Age Guidelines — Time for a new LEARNING! SOURCE: ValueAcademy

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