DIGITAL DISRUPTION
ACADEMIC YEAR 2017 2018
ECONOMY
digital transformation
• Digital transformation or disruption→ trends
→ drivers
• Modeling
• How should organizations deal with digital transformation?
CONTENT
A WAKE UP CALL
TRENDS
trends
drivers
models
response
trends
DO YOU REMEMBER WHAT HAPPENED WITH THESE COMPANIES?
can you give some examples of industries that are• out of business• or are threatened by • disruption• digital transformation
The Great Wave off Kanagawa, Katsushika Hokusai
trends
PHOTOGRAPHY
trends
MUSIC
trends
FILM
trends
NEWSPAPERS
trends
BOOKSHOPS
trends
BANK LOAN
trends
PAYING CASHhttps://www.youtube.com/watch?v=qU8Tn1xvyog
trends
SHOPPING
trends
GROCERY
trends
• generation Z
NEW CUSTOMER
trends
BUYING LENS
trends
TRAVEL
trends
CAR
trends
TAXI
trends
ALIBABA STORY
trends
• please check this video about Jack Ma
MUST SEE:
https://www.youtube.com/watch?v=6SuFGpYQt0E
trends
• 95 years
• 685,000 rooms
• 92 countries
• $ 24 billion
• 6 years
• 1 000 000 accomodations
• 190 countries
• $ 13 billion
HILTON GROUP AIRBNB
trends
ENERGY
trends
• Do you recognize this building?
• Chrysler Building, Manhattan, NY
• represents power → car companies
→ oil industry
ARCHETYPE ‘OLD’ BUSINESS
trends
• and this building?
• headquarters Apple, Cupertino
ARCHETYPE ‘NEW’ BUSINESS
trends
• this is what it really looks like (2017)
trends
• and this one?
• new headquarters Amazon, Seattle
• these are the new power bases
ANOTHER EXAMPLE
• what dus FAANG stand for?
FAANG
trends
• What’s the next business that will be disruptive according to you? ….
GROUP DISCUSSION
DIGITAL DISRUPTION
DRIVERS
trends
drivers
models
response
drivers
• What are the underlying causes for thisdisruption?1. …
2. …
3. …
4. …
GROUP DISCUSSION
drivers
BUILDING BLOCKS
con-nected
peerreviewing
online market place
new technologies
drivers
WAVES OF DIGITAL DISRUPTION
source: digital transformation, Jo Coudron
drivers
THE SPEED OF CHANGE
source: digital transformation, Jo Coudron
drivers
• technological innovation→ social networks
→ user friendly apps
→ mobile devices
→ online review systems
DRIVERS OF TRANSFORMATION (DOT’S)
drivers
• cost consciousness→ due to financial crisis
→ world wide economic slow down
DRIVERS
drivers
• value shift→ younger generations think different about concept
→ access > possession (status) *
→ 1 lawn mower for neighborhood
→ Netflix or Spotify sharing with friends..
• sharing economy
DRIVERS
drivers
• Wie heeft gehoord over LETSEN?
• acroniem→ Local
→ Exchange
→ Trading
→ System
• Hoe heet die lokale munt in → Kortrijk
→ Gent
→ enz…
SHARING ECONOMY
drivers
• growing concern about the climate
DRIVERS
drivers
• profit driven
• IP protected
• central management
• impact-driven
• open access, collaboration
• collective management
OLD WAY NEW WAY
drivers
SCENARIO
drivers
this is not an era of change, but a change of era (Rotmans, 2014)
PARADIGM SHIFT
drivers
drivers
• before: monolithic models→ top down logic
→ only a few people had access to all the information
→ information was controlled & filtered
• now: internet & social media→ 2 way communication customer & stakeholders
→ conversation management
METAPHOR OF TRANSPARENCY
drivers
• traditional business → combination of different products & services
• traditional newspaper→ bundle of information
→ small price
• digital newspaper→ same offer, but now on pc, tablet, smartphone
→ copy, paste
• but each atomic part has new competitors
METAPHOR OF MONOLITHIC VS. ATOMIC ORGANISATIONS
drivers
• breaking news
• in-depth analysis
• trends & lifestyle
• weather
• jobs
• sports
• etc….
WHAT IS THE ALTERNATIVE FOR…
drivers
• ‘APPification’
• small companies→ they do only 1 thing/app
→ on a global scale
→ (almost) for fee
IMPACT SMARTPHONE
drivers
• traditional shop→ more space for products
→ popular
→ profitable
LONG TAIL
• web shop→ if it exists, you can buy it
→ even small group customers
→ but worldwide = profitable
drivers
• smartphone + app
• anything is on the tip of your fingers→ swipe
→ click
• example→ Uber
INSTANT GRATIFICATION
drivers
• online banking
• online tax form
• online hotel booking
• online shopping
SELF-SERVICE
•
AMAZON GO SHOPPING 2.0
https://www.youtube.com/watch?v=NrmMk1Myrxc
drivers
• AWS = amazon web service
• Pinterest, air BnB, Spotify
CLOUD-COMPUTING
https://www.youtube.com/watch?v=XZmGGAbHqa0
GOOGLE DATA CENTER BELGIE
GHLIN
drivers
• before: experts
• now all the intelligence is in your pocket
METAPHOR GATEKEEPER
drivers
• article in magazine about a city trip?→ sponsored?
• opinion → friends Facebook
→ TripAdvisor
→ Blog *
WHAT DO YOU PREFER?
drivers
THE NETWORK WINS
https://www.youtube.com/watch?v=zntukv0MvpI
drivers
• fear → ‘off the network’
→ no wifi
• at ease when→ full battery
→ five bars
• constantly sharing→ we feed the network
GEN Z = EXTREMELY CONNECTED
MASLOW
MASLOW 2.0
drivers
CROSSMEDIA
drivers
drivers
• apps location based→ weather apps
→ traffic apps
→ restaurant apps
→ tinder….
THE FUTURE IS MOBILE
• we don’t talk so much to each other
• examples→ waiting for a job interview
→ in a (boring) meeting
→ nice & cozy at home
→ with friends on a restaurant
DISADVANTAGES (THE DARK SIDE)
drivers
CONCEPT : VUCA
source: Peter Hinssen
drivers
• gamification
• internet of things
• wearables
• 3D printing
• quantified self
• robotics
• drones
• big data
• monitoring
MORE STUFF TO COME
• add the right product name
• google …..
• Amazon ….
• Apple ….
VIRTUAL ASSISTANTS
AMAZON
• Google pixel earbuds
TRANSLATION
drivers
3D REVOLUTION
drivers
drivers
drivers
• example Manhattan, NY
BIG DATA
• possibility to predict consumer behavior
• and tailored advertising
• machine learning & AI
BIG DATA
• Twitter can predict box office revenues fromfilms, based on user experience
• Google can predict very precisely where andwhen a flue epidemic will occur
• Shazam
BIG DATA: PREDICTIVE ANALYSIS
drivers
drivers
DIGITAL DISRUPTION
BUSINESS MODELS
trends
drivers
models
response
business models
• deeleconomie
CONCEPT SHARE ECONOMY
business models
• so you can bypass an entire business
DEFINITION
INFOGRAPHIC
business models
• centralized→ client server model
→ only 1 node
→ you always need to passthe center
• decentralized→ you can bypass the center
→ several nodes
• distributed→ no nodes anymore
• Question: can you applythis model to business models?
NETWORK TERMINOLOGY
business models
• centralized→ Mc Donalds decides
→ Bpost
• decentralized→ Sapa = aluminum company
→ Colruyt group
→ dreambaby
• distributed (P2P)→ Wikipedia
→ Wikispeed *
→ AirBnB
→ Tapazz (car rental)
BUSINESS TERMINOLOGY
business models
• reality = hybrid models→ P2P
→ centralized
• AirBNB→ takes a percentage
• Uber→ decides price strategy
REALITY = HYBRID MODEL
business models
• flagships→ Google
• where do they get the money?→ advertising
• dus indirect betaal je wel een prijs→ wie betaalt finaal die advertising?
→ en wat geef je vrij in ruil voor die google info?
1) FREE MODEL
²
• there are also some disadvantagesto the system of share economy→ status as self-employed person
→ call centers, chatrooms
→ week-end work
→ evening shifts
• so a much more flexibility is expected…
A CRITICAL NOTE
business models
BUSINESS MODEL CANVAS GOOGLE
business models
business models
• what is the concept of this model→ free
→ premium
• examples?→ …..
2) FREEMIUM MODEL
business models
business models
• Music→ you don’t buy CD’s
→ you ‘rent’ streamingmusic
→ Spotify
→ Apple music
→ Deezer
• video’s→ netflix
• data→ drop box
• software→ office 365
3) MEMBERSHIP MODEL
business models
business models
business models
• social selling
• affiliate marketing→ bloggers
4) AFFILIATE MARKETING
business models
MODEL AFFILIATE MARKETING
business models
• concept shared ledger→ virtual
→ decentralized
→ bookkeeping system
• examples→ bitcoin
→ but in the near future
→ mortgages
→ passports
→ gun licenses
5) BLOCK CHAIN
https://www.youtube.com/watch?v=pLv4toxtBsc&t=13s
• meerdere modellen→ pure sponsoring
→ iets in return krijgen
• model zoals Wikipedia
6) CROWDFUNDING
• this is a new business model, but not really inspired by the digital transformation, but anyhow, quite interesting:
7 CIRCULAR ECONOMY
CASE RENEWI
DIGITAL DISRUPTION
HOW TO RESPOND?
trends
drivers
models
response
how to deal with it?
source: Digital transformation, Jo Coudron (book, you tube)
how to deal with it?
• digital disruption is real
• expect a smack in the face
A SMACK IN THE FACE
how to deal with it?
• who is going to be your→ uber
→ airbnb
→ Netflix
→ zalando
→ tesla
→ …
A SMACK IN THE FACE
how to deal with it?
CREATE YOUR OWN DIGITAL TRANSFORMATION VISION
https://www.youtube.com/watch?v=8wGq0e_n3n4
source: digital transformation, Jo Coudron
how to deal with it?
CREATE DIGITAL LEADERSHIP
source: digital transformation, Jo Coudron
how to deal with it?
• score your leadership team on active usage and or understanding of new technologies
• if the majority of leadership is out,the company is out ….
LEADERSHIP ASSESSMENT
CEO sales mkt HR Fin prod. R&D ….
Facebook x x
twitter x x
LinkedIn x x x x x
you tube x x x
snap chat x
Instagram x
…
you can also apply this to your university
source: digital transformation, Jo Coudron
• some colleagues are still digital dinosaurs…
DIGITAL DINOSAUR
how to deal with it?
TRANSFORM ORGANIZATION PHILOSOPHY
source: digital transformation, Jo Coudron
how to deal with it?
CHANGE OF CULTURE
source: digital transformation, Jo Coudron
how to deal with it?
OMNICHANNEL
• Get rid of the absurdity of the concept ‘opening hours’
• the consumer wants everything → here
→ now
OPENING HOURS?
how to deal with it?
how to deal with it?
• rather than thinking about sharing markets, we need to think about creating markets!
SHARING OR CREATING?
RED SEA & BLUE OCEAN
how to deal with it?
• traditional structures → procedures
→ rules
→ budgets
• speed?→ slow
• goal→ keep business going
CLASSIC INNOVATION
how to deal with it?
• project teams→ small
→ dedicated
• speed?→ agility
→ flexibility
• think ‘out of the box’
• can even be threat traditional activities→ possible cannibalization
• example→ Google
NEW INNOVATION
how to deal with it?
how to deal with it?
• example : Microsoft employees
• company: between 10h - 14h and at home (skype business + office 365 +…)
NEW WORLD OF WORK
how to deal with it?
BUILD THE TRANSFORMATION FLEET
how to deal with it?
• study with humans→ max. of about 150 people
→ if more people
→ more structures
→ more rules (laws)
→ more tools
→ more processes
ROBIN DUNBAR STUDY
how to deal with it?
• make an educated guess….
DARWIN
how to deal with it?
• the customer always decides
• all things you do must start from a superior experience
• from now on, you are an agile & flexible company
• you live in a world of constant uncertainty, deal with it
• always play on the offense instead of the defense
• don’t be afraid to cannibalize your own business
• never, ever, disrespect new or small players
CHANGE THE CULTURE
how to deal with it?
• how can we explain the success of Uber?
THE CUSTOMER ALWAYS DECIDES
how to deal with it?
ALL THINGS YOU DO MUST START FROM A SUPERIOR EXPERIENCE
how to deal with it?
• customer centric
FROM NOW ON, YOU ARE AN AGILE & FLEXIBLE COMPANY
how to deal with it?
• only certainty =….
YOU LIVE IN A WORLD OF CONSTANT UNCERTAINTY
how to deal with it?
ALWAYS PLAY ON THE OFFENSE INSTEAD OF THE DEFENSE
how to deal with it?
NEVER EVER DISRESPECT NEW OR SMALL PLAYERS
how to deal with it?
BALANCE
source: digital transformation, Jo Coudron
• traditional business, but they are investing in themarket of batteries
• they make money, but Tesla not yet....
EXAMPLE: UMICORE
how to deal with it?
TAKE HOME MESSAGE
source: digital transformation, Jo Coudron
QUESTIONS?
THANK YOU FOR LISTENING
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