GEORGE EVANS & ROSE RILEY

Daring to be Digitalembedding digital in 21st century organisations

TheWebsite

Webstrategy

Digitalstrategy

Digitaltransformation

WE ARE EVOLVING FROM A MARKETING CENTRICTO BUSINESS WIDE VIEW OF THE WEB

Marketing centricBusiness-wide impact

THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT

IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN

E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,

THEN THINK AGAIN.

WE PROMISE YOU THAT WON'T WORK...

YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS

COMMITMENT RIPPLE THROUGH AND SHAKE UP THAT BODY

CORPORATE. AND LIKE AN 8.0 EARTHQUAKE, YOU MUST BE

PREPARED FOR THE REARRANGEMENT THAT WILL INEVITABLY

OCCUR.

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE

A CHANGE THAT IS NO LONGER A CHOICE BUT AN IMPERATIVE

Innovators2.5%

Early Adopters

13.5%

Early Majority34%

Late Majority34%

Laggards16%

AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

Innovators2.5%

Early Adopters

13.5%

Early Majority34%

Late Majority34%

Laggards16%

THOSE WHO DO NOT INNOVATE WILL FALL IREVOCABLY BEHIND

Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

BUT DON’T TAKE IT FROM US…

What is the biggest threat that digital presents to your business?

THE GOOD NEWS IS THAT THERE IS LIGHT AT THE END OF THE TUNNEL, WE JUST NEED TO BE IN THAT FIRST 15% OF INNOVATORS AND ADOPTERS!

AND BEING WITH US HERE TODAY…IS A GOOD START TO YOUR JOURNEY

DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH

THE APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN

SOCIETY.

DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF

EMBRACING DIGITAL TECHNOLOGIES:

DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL

TRANSFORMATION.

THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE

NEW TYPES OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN,

RATHER THAN SIMPLY ENHANCE AND SUPPORT THE TRADITIONAL

Wikipedia | ‘Digital Transformation’

TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVEDIGITAL TRANSFORMATION

WE’RE GOING TO EXPLORE 5 KEY THEMES

1. Customer service, the missing link

2. Harnessing the wisdom of crowds

3. New money models

4. The corporate tricorder

5. The Internet of things, and big data

WE’LL ALSO HELP YOU FIND YOUR INNER HERO…

Customer service, the missing link

MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDAIT MUST FOCUS ON AIDA AND ITS REFLECTION

The AIDA reflection | Mark Sherwin, Precedent 2013

AWAR

ENES

S

INTE

REST

DES

IRE

AD

VOCACY

INVO

LVEMEN

T

DELIVERY

ACTION

OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL

OPTICAL EXPRESS - DELIVERY

OPTICAL EXPRESS - INVOLVEMENT

OPTICAL EXPRESS - ADVOCACY

OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL

LOVEFILM – FAILING AT THE FINAL HURDLE

TECHNOLOGY ENABLED CUSTOMER SERVICES

TECHNOLOGY ENABLED CUSTOMER SERVICES

TECHNOLOGY ENABLED CUSTOMER SERVICES

REPLICATING HUMAN INTERACTION?

Harnessing the wisdom of crowds

USES OF CROWD SOURCING

Idea Generation

Research & Development OperationsFinancing ?

RESEARCH AND DEVELOPMENT - GOLDCORP

400 Megabytes + $575,000110 - 50% - 80%

$100,000,000 - $9,000,000,000

x

FINANCING - KICKSTARTER

FINANCING – NICHE GIVING

x

FINANCING – NICHE GIVING

OPERATIONAL RUNNING - GIFF GAFF

TURNING ADVOCATES INTO STAKEHOLDERS

Stakeholders

Idea generation

Research and Development

Financing

Operations

START WITH A LITTLE NAVEL GAZING

OVER TO YOUHow could you combine online customer service and crowd sourcing strategies to better serve your customers?

New money models

AS CUSTOMERS MOVE TO A SUBSCRIPTION ECONOMY BUSINESSES MUST MOVE FROM A PRODUCT ORIENTATED TO CUSTOMER ORIENTATED VIEW

TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

TRADITIONAL ORGANISATIONS WILL BE USURPED BY THOSE OFFERING A MORE FLEXIBLE APPROACH TO ACCESS

CUSTOMERS WANT INCREASINGLY GRANULAR PURCHASING OPTIONSMAKE THIS SIMPLE, FLEXIBLE AND VALUABLE AND THEY WILL RETURN

THESE MODELS ARE STARTING TO PERFUSE INTO MORE NICHE APPLICATIONS AND SECTORS

OVER TO YOU…How could more flexible and granular revenue modelscreate new value for your business?

The corporate tricorder

CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND

Wired UK | 20 Years of Wired | June 2013

EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE

DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKSOFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS

SMART PHONES CAN NOW REPLACE MANY ANALOGUE PROCESSESAND DEDIATED DEVICES

THEY ALSO OFFER THE OPPORTUNITY TO PROVIDE NEW VIEWSON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES

AS DIGITAL WALLETS BECOME MORE MAINSTREAM THE MOBILEOFFERS HUGE EFFICIENCY AND PRODUCTIVITY BENEFITS

INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

WEARABLE TECHNOLOGY INTEGRATES CONTEXTUAL, MOBILE EXPERIENCES EVEN FURTHER INTO OUR EVERYDAY LIVES

OVER TO YOU…

How could a Smart Phone enabled workforce deliver new productivity?

The internet of things, and big data

‘THE INTERNET OF THINGS ISN’T WI-FI FRIDGES AND DEVICES

WITH BOLT ON CONNECTIVITY: IT’S TINY, CHEAP SENSORS

THAT WILL BRING EVERYDAY OBJECTS TO THE NETWORK – IN

THEIR BILLIONS’

‘BY STRAPPING A RECEIVING COMPUTER TO THE SIDE OF IT,

THE INTERNET FRIDGE BRINGS THE INTERNET TO THE

DEVICE. BY CONNECTING TRANSMITTING SENSORS TO THE

NETWORK, THE INTERNET OF THINGS BRINGS THE DEVICE TO

THE INTERNET.’

BEN HAMMERSLEY | WIRED, 2013

NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…

DIGITAL CAPABILITY IS NO LONGER RESTRICTED TOHIGH END COMMUNICATION DEVICES

IT USED TO BE THAT EVERY CHILD DREAMT OF HAVING THEIR OWN ROBOT

Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4

CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’

Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4

CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD ACROSS A DIVERSE RANGE OF ‘THINGS’

THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS

THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS

Use case from The New Digital Age | Schmidt and Cohen 2013

THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,MULTI-OUTPUT DIGITAL INTERACTIONS

Use case from The New Digital Age | Schmidt and Cohen 2013

THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER INSIGHT, AND PRODUCT AND SERVICE DESIGN

Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748

AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE

OVER TO YOU…How could the connectivity of devices, or the big data derived from these devices create new business value for you?

Gotcha, but how do I make that 15%?

TheWebsite

Webstrategy

Digitalstrategy

Digitaltransformation

FIRST WE MUST ARTICULATE WHAT IT MEANSTO EMBRACE DIGITAL TRANSFORMATION

Marketing centricBusiness-wide impact

DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE

Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013

WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER,MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED

MOST EXECUTIVES DON’T USE SOCIAL NETWORKS OR SMART

PHONES. MANY DON’T EVEN READ THEIR OWN EMAIL.

SO TRYING TO CONVINCE DECISION MAKERS THAT THIS IS A

WAR FOUGHT ON THE BATTLEGROUND OF TECHNOLOGY IS IN

AND OF ITSELF FIGHTING A LOSING BATTLE.

BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013

WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGETHEY MAY TO BE THE ONES TO DRIVE THE CHANGE.

DIGITAL TRANSFORMATION MUST INTERLINKWITH ALL PARTS OF THE BUSINESS

Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013

AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESS

Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013

GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS

AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTIONINSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS

WE NEED TO DELIVER RECOGNISABLE AND MEASUREABLE BUSINESS

VALUE EVERY THREE TO FIVE MONTHS. THAT IS IMPERITIVE, OTHERWISE

WE LOSE CREDIBILITY AND TRUST.

Claes Mansson | Director, ICT Strategic Investment Programme , Monash University, 2013

UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUEESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE

NARRATING THE STORIES IS CRUCIAL TO GATHERING SUPPORT FOR BIGGER CHANGE

Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012

SO LET’S SAY YOU ARE OUR HERO…WHAT’S THE JOURNEY GOING TO FEEL LIKE?

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

INCEPTIONYou see the need for change.

You feel as if more can be done.

You’re not sure its your responsibility and the opportunity is bigger than you envisioned.

You question your calling.Perhaps you refuse it.

Then you meet others who will empower you…stand by you through change.

What’s the Future of Business | Brian Solis, 2013

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

TRIBULATIONChange is met with hardship.It’s unavoidable.

You start to feel the discomfort from leaving your comfort zone.

Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance.

Stay true stay focused.

Your customers and employees are anxious for you to succeed.

What’s the Future of Business | Brian Solis, 2013

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

TRANSFORMATIONBuzz and excitement permeates the halls of your business.

Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour.

To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation.

It’s always darkest before dawn. There will be pushback, more and more challenges.

Keep the team strong, you’ve come too far for that.

What’s the Future of Business | Brian Solis, 2013

A HERO’S JOURNEYCHANGING THE WAY BUSINESSES CREATE EXPERIENCES

REALISATIONTo call this the last stage is misleading. Transformation is continual, it becomes part of your business model.

Here you learn and adapt accordingly.

You lift your head and notice that the people inside and outside of the organisation are noticing change.

Change is now constant.

Take this moment to revel in your journey.

Since you are the hero in this story, your journey is just beginning.

What’s the Future of Business | Brian Solis, 2013

SO OVER TO YOU ONE LAST TIME…

How will you start your Hero’s Journey?

THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE BUILT THAT

THEY DON’T TRULY UNDERSTAND. IT IS THE LARGEST EXPERIMENT

INVOLVING ANARCHY IN HISTORY.

AS GLOBAL CONNECTIVITY CONTINUES ITS UNPRECEDENTED

ADVANCE. MANY OLD INSTITUTIONS AND HIERACHIES WILL HAVE TO

ADAPT OR RISK BECOMING OBSOLETE.

THE STUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE EXAMPLES

OF THE DRAMATIC SHIFT FOR SOCIETY THAT LIES AHEAD.

AND WE’VE BARELY LEFT THE STARTING BLOCKS.

Eric Schmidt & Jared Cohen | The New Digital Age, 2013

WE SHOULD ALL BE CONCERNED

ABOUT THE FUTURE BECAUSE WE WILL

ALL HAVE TO SPEND THE REST OF OUR

LIVES THERE.

Charles F. Kettering, American inventor and businessman