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WHY DIGITAL CONNECTIVITY MATTERSTO B2B COMPANIES Digital Jam Session Philadelphia / February 28th, 2017
Erich Joachimsthaler, Ph.D./Founder & CEO of Vivaldi/
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THE INTERNET OF THINGS
VIVALDI
An Explosion of Connected Possibility
3VIVALDI
YEARS OF 1960s – 1970s
Pipeline (Traditional Value Chain) Business
R&D Production Marketing Customer
Automation of individual activities in the value chainStandardization of processesCompetitive advantage: quality at scale
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Pipeline (Traditional Value Chain) Business
VIVALDI
YEARS OF 1980s – 1990s
R&D Production Marketing Customer
Rise of the internet, ubiquitous connectivityCoordination and integration across individual activities and suppliers, channels, and customersGlobal supply chainCompetitive advantage: differentiation through features
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Connectivity of EverythingPipeline is hooked up to the platformTechnology evolution from cloud, social and mobile to Internet of Things, AI, quantum computing, etc.Competitive advantage: Not just the product but the platform
VIVALDI
TODAY
Platform Business
Platform Ecosystem
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MyJohnDeere Platform
VIVALDI
Intelligent farming
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JOHN DEERE’S 8R / 8RT 24-ROW EXACTEMERGE PLANTER
VIVALDI
• Top speed 10 miles/hour• 80 seeds per second• Tractor has 20 processors• Planter has 77 processors• 6 million lines of code• Sends data to the tractor cab to JDOC (AWS)• Connects tractor operator and remote farm manager• Connects machines with one another• Coordinates work in the field
8VIVALDI
“The ability to have data anywhere, anytime, at a much lower cost, at a much faster speed, and on a much higher scale and level of flexibility provides a significant opportunity for us.”
Patrick Pinkston, former John Deere Vice President
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JOHN DEERE PLATFORM EVOLUTION
VIVALDI
• Open up platform to others (third-party developers) and connect - Farmers,
- John Deere dealers, - Software companies, - Seed and fertilizer manufacturers- University researchers
• SaaS applications- Climate cloud
• Big data applications- Weather forecasting, plant genomics, and agronomic studies
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JOHN DEERE VISION
VIVALDI
From selling and servicing big
equipment
To a commitment to those linked to
the land
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WHAT MAKES A GREAT PLATFORM?
VIVALDI
• Facilitates interactions between parties• Open, third-party developers or ecosystem• Creates value on the top of technology
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HealthSuite Digital Platform
VIVALDI
Connected Care
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PHILIPS TARGETS CUSTOMER AND CONSUMER NEEDS ALONG THE HEALTH CONTINUUM
VIVALDI
Source:Philips
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HEALTHSUITE DIGITAL PLATFORM
VIVALDI
Support for the heathcare consumer’s ecosystem
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DESIGNED TO ENHANCE DECISION-MAKING
VIVALDI
For both healthcare professionals and consumers by incorporating advanced visualization and decision support analytics
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INTEGRATING DATA SOURCES FOR DIFFERENT CONTEXTS
VIVALDI
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PERSONAL HEALTH PROGRAMS
VIVALDI
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PRO-ACTIVE CARE AT BANNER HEALTH
VIVALDI
19VIVALDI
WHAT MAKES A GREAT PLATFORM?
• Facilitates interactions between parties
• Open, third-party developers or ecosystem
• Creates value on the top of technology
• Creates value for all parties involved (social currency)
• Network effects
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GoPro Platform
VIVALDI
Exponential Experiences
21VIVALDI
“GoPro helps people capture and share their lives’ most meaningful experiences with others.”
Nicholas Woodman
A SIMPLE CONSUMER EXAMPLE
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TOTAL DIGITAL CAMERAS SHIPPED PER YEAR
VIVALDI
Source: Camera and Imaging Products Association (CIPA)
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GOPRO REVENUES AND GROWTH RATES
VIVALDI
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THE GOPRO PLATFORM (A VIRTUOUS CYCLE)
VIVALDI
GOPRO’S RESULTS
VIVALDI
47% market share in
2015
1,282,169,559 YouTube
Views
16+ Million social media
engagements in 2015
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EXPONENTIAL GROWTH THROUGH NETWORK EFFECTS
VIVALDI
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SOURCES OF THE NETWORK EFFECT
VIVALDI
• CONNECTIONNetworks become more useful as a user’s connections increase
• CONTENTUsers discover and consume content created by other users
• CLOUDPower users enjoy influence and cloud on the network
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WHAT MAKES A GREAT PLATFORM?
VIVALDI
• Facilitates interactions between parties
• Open, third-party developers or ecosystem
• Creates value on the top of technology
• Creates value for all parties involved
• Powerful and positive EXPONENTIAL network effects
• Gravitational pull
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Pipeline (Traditional Value Chain) Business
VIVALDI
THIS IS A BIG PICTURE CHANGE
R&D Production
Marketing
Customer
Value creation is linear and one-way
Platform
Ecosystem
Platform Business
Value creation is two-way and continuous
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DIGITAL LEADERS FROM NON-TECH SECTORS ARE NOW ALSO BUILDING PLATFORMS
VIVALDI
Source: 2016 Accenture
• Having a platform strategy and the business know-how to exploit it is more important than “owning” an ecosystem.
• By 2018, IDC predicts that more than 50% of large enterprises – and more than 80% of enterprises with advanced digital transformation strategies – will create and/or partner with industry platforms
• IDC predicts that the number of industry clouds will reach 500 or more by 2018, up from today’s 100-plus
Pfizer
Novartis
Merck
Carepass
Cigna
edX
Walmart
American Express
Nasdaq OMX
Schneider
GE
Bosch
ABB
Disney
SONY
Ford
GM
TomTom
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SOME GUIDELINES
VIVALDI
• What are you solving for? What is the domain? How are you creating exponential value?
• How will we configure the platform? What implications does this have for the culture, business model, processes, leadership, infrastructure, customer experience?
• What is the role of the B2B marketer in value creation for all parties in the ecosystem?
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SOURCES
VIVALDI
• https://www.slideshare.net/AWSAktuell/aws-fallbeispiele-zur-digitalen-transformation-aws-cloud-web-day-fr-mittelstand-und-grounternehmen?qid=40d9fb16-ca56-4872-861f-2e932e4b332b&v=&b=&from_search=3
• https://www.slideshare.net/ForgeRock/2015-identity-summit-philips-case-study-new-healthcare-solutions-and-patient-experiences-made-possible-with-iam?qid=75cdefcf-004f-47c4-9b49-89e1482906da&v=&b=&from_search=1
• https://www.slideshare.net/HealthSPAfi/philips-innovating-in-the-healthcare-continuum-rocco-van-der-berg-philips?next_slideshow=1
• https://www.slideshare.net/AccentureTechnology/platform-economy-tech-vision-2016-trend-3?qid=0e1ec7cd-b8f8-4458-8ab6-0495ae20b069&v=&b=&from_search=7
• https://www.slideshare.net/InfoEcon/platform-shift-how-new-business-models-are-changing-the-shape-of-industry?qid=d66b9f24-f51e-4468-8521-44729f6659d4&v=&b=&from_search=1
• https://www.slideshare.net/sanguit/the-platform-manifesto-16-principles-for-digital-transformation/31-Eventuallyscaling_onan_ecosystem_modelSource_PLATFORM
