Embed Size (px)
DESCRIPTION
Citation preview
TH18 Harnessing the potential of digital - growing profits and driving
down operating costsPresented by:George Evans
Commercial Director (Asia Pacific)
Precedent
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 TRANSFORMARE 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
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 MEANSTO ACHIEVE DIGITAL TRANSFORMATION
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
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 tricorder
5. The Internet of things, and big data
@precedentapac
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
LOVEFILM – FAILING AT THE FINAL HURDLE
FORMULA ONE MELBOURNE – DELIVERY, INVOLVEMENT, ADVOCACY
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
TECHNOLOGY ENABLED CUSTOMER SERVICES
REPLICATING HUMAN INTERACTION?
Harnessing the wisdom of crowds
RESEARCH AND DEVELOPMENT - GOLDCORP
400 Megabytes + $575,000110 - 50% - 80%
$100,000,000 - $9,000,000,000
x
FINANCING - KICKSTARTER
OPERATIONAL RUNNING - GIFF GAFF
TURNING ADVOCATES INTO STAKEHOLDERS
Stakeholders
Idea generation
Research and
Development
Financing
Operations
START WITH A LITTLE NAVEL GAZING
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 PERFUSEINTO MORE NICHE APPLICATIONS AND SECTORS
The tricorder
EVERY EMPLOYEEWITH MORE COMPUTING POWERAT THEIR FINGER TIPS THANTHE SPACE SHUTTLE.ANYTIME…ANYWHERE
CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013
DIGITAL CAN UNCHAIN YOUR EMPLOYEES FROM THEIR DESKSOFFERING INNOVATIVE NEW PRODUCTIVITY SOLUTIONS
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
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
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
WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
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
Gotcha, but how do I make that 15%?
DIGITAL MUST MOVE FROM A MARKETING FUNCTIONTO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITAL TRANSFORMATION MUST INTERLINKWITH ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITALTRANSFORMATIO
N
AND TO GATHER SUPPORT IT MUSTDELIVER TO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
DIGITALTRANSFORMATIO
N
DIGITALTRANSFORMATIO
N
GENERATE IDEAS AND LOOK FOR THOSE IDEASTHAT IMPACT ACROSS ORGANISATIONAL GOALS
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.
AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTIONINSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
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
@precedentapac
5sectorseducationmembership organisationsthird sectorfinancial serviceshealth
23yearsexperiencequalitystabilityloyaltyresults
25
80expertsstrategy & researchbranding & communicationsuser centred designdevelopment & hostingdigital marketing
160
LONDON
EDINBURGHCARDIFF
PERTHMELBOURNE
HONG KONG
DisclaimerThis presentation represents the opinion of the author(s) and not necessarily those of the Institute of Chartered Accountants in Australia (the Institute) or its members. The contents are for general information only. They are not intended as professional advice – for that you should consult a Chartered Accountant or other suitably qualified professional. The Institute expressly disclaims all liability for any loss or damage arising from reliance upon any information in these papers.The Institute of Chartered Accountants in Australia. Formed in Australia. Members of the Institute are not liable for the debts and liabilities of the Institute. ABN 50 084 642 571.
1213-40
