Several large companies attempted digital transformations in recent years but many failed or struggled. GE created a new GE Digital business unit in 2015 but it tried to do too much without a clear strategic focus. Ford created a new Smart Mobility segment in 2014 but it was not well integrated with the rest of the company. Procter & Gamble aimed to be the "most digital company on the planet" in 2012 but its broad goal lacked purpose as it failed to consider industry trends and the economy. These examples show that digital transformations often fail when companies try to do too much without a strategic focus, and when digital efforts are not well integrated with the overall business.
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2002
of strategy implementation failed
90%
2016
failed – we were steadily improving ☺
67%
2019
of digital execution fail – we are
getting worse again
84%
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Major players poured $1.3 trillion into transformation initiatives.
70% of which or $900 billion —was wasted on failed programs.
Created a new GE Digital
business unit– in 2015 - but
was focused on size instead of
quality and tried to do too
much
Started a new digital service
that was separate from the
rest of the company instead of
integrating digital solutions
Procter & Gamble didn’t
consider the competition
or impending economic
crash
“Among those that didn't fail outright, only 16% saw improvements in their performance”
2019 84%
According to Forbes
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In 2011, GE started a major effort to build a huge IoT platform, adding sensors to products and
transforming its business models for industrial products.
In 2015 it created business unit called GE Digital. The goal was to leverage data to turn GE into
a technology powerhouse.
Despite pouring billions of dollars into GE Digital and its thousands of employees, the
company’s stock price continued to drop and other products suffered. GE Digital quickly
became stuck in the pattern of having to report earnings to shareholders and was focused
more on short-term goals and earnings than long-term innovative goals and returns.
The CEO was soon forced out.
Focus on quality, not quantity. GE tried to do too much without a real strategic focus in any area. The
company was simply too large to transform all at once, especially without a true vision of what it was
trying to achieve. Digital transformations are often done best with a handful of passionate people
leading the charge instead of thousands of employees.
Lesson
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The goal was to build digitally enabled cars with enhanced mobility.
The issues arose when the new segment wasn’t integrated into the rest of Ford. Not only was it
headquartered far from the rest of the company, but it was seen as a separate entity with no
cohesion to other business units. As Ford dumped huge amounts of money into its new venture,
it faced quality concerns in other areas of the company.
Ford’s stock price dropped dramatically, and the CEO stepped down a few year later.
In 2014, classic American car company Ford attempted a digital transformation by creating a new
segment called Ford Smart Mobility.
Integrate digital transformation efforts with the rest of the company. In this case, digital
transformation as less of an actual transformation and more of a pivot into a new business area.
To be successful, digital transformation needs to be integrated into the whole company.
Lesson
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In 2012, consumer packaged goods giant Procter & Gamble set out to become “the
most digital company on the planet.” The company was already leading the industry
when it decided to take things to the next level with a digital transformation.
However, its broad goal led to broad initiatives that lacked purpose. Coupled with a
slumping economy, P&G faced problems from the start.
The CEO was soon asked to resign by the board.
Lesson: P&G failed to look at what was going on in the industry, competitors and what was going on with
the economy. The return on investment for a widespread and expensive digital transformation was
small, especially with signs on an economy on the brink. A digital transformation for transformation sake
only, won’t be effective. It must consider all outside factors and be tightly tied to strategy.
Lesson
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Is technology more an opportunity to
minimize risk & make incremental
adjustments to business model
(headwind) or redesign business model
& relationships (tailwind)?
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To be successful…
Don’t approach
digitalization as a tech
driven initiative but as a
core business strategy.
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Of companies believe their business
models will remain economically
viable through digitalization!
McKinsey
8%
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Digital born organizations are:
• Redefining new business models
• Rewriting the rules of competition
• Rewiring the way employees work
• Reshaping the value is created and captured
4Rs of Digitalization
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Different Digital Ambitions
Low
High
High
Levelofadoptionofnewtechnologies
tochangebusinessmodel?
Leveraging new technologies to change value creation from the business
Different Different
More Investment & New Way
Same Way but Different
Same Investment & New Way
Same Same
Same Investment & Same
Way
Same Way but Different
More Investment & Same Way
Plot your organization digital ambition?
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There are about 55 million meetings in
the U.S. alone, per day!
Cost US$1.4 trillion annually.
Too many meetings -cited as the top time-
waster by 47% of U.S. workers.
Two-thirds of all meetings are
unnecessary!
Elise Keith
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New LanguageOld Language
Customer service
Creativity
Measurement
Process management
Organizational transformation
People
Customer obsession
Design thinking
Data analytics
RPA
Business model disruption
Robots!
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Snapshot across 3 continents
Falling behindSteady
China
Hong Kong
India
Singapore
Vietnam
United
Kingdom
France
Italy
Spain
United States
of America Canada
Indonesia
Malaysia
Thailand
Philippines Australia
Poland
Germany
Accelerated
performance
Asia Rising
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Highlights
42
Almost half of all
leaders interviewed
are not prepared for
digital
transformation.
1
Digital is leveling
the competitive
playing field in the
three continents
we researched.
2
Bureaucracy in
Western companies
is hindering their
digital
transformation.
3
Alarm bells
should be ringing
in boardrooms.
4
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Strategic Questions
What are your significant gaps to being future ready?
Where are your areas of centricity today?
How will you measure success?
What do you need to do noticeably different from today?
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Strategic Paralysis
Why are business leaders so ready to
believe that agility, or even no
reaction at all, is a better response?
Disruption
Cognitive Biases: People tend to overestimate the power of a
threat and underestimate the time they have
to respond.
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Xi Jiu is China's fastest growing liquor brand and in 2017 wanted to boost sales a
head of CNY. If Xi Jiu was a Western company it would have involved looking at the
market, talking to brand managers, meeting with customers, having internal
meetings, asking for approval, possibly outsourcing to an agency, hiring a film crew
and creative team.
Xi Jiu Approach in the China market couldn't have
been more different. it partnered with Tencent
news, China's most popular news app and together
they created a series of hour long, live streamed
shows in which great chefs from different regions in
China, taught viewers to cook local specialty dishes
pairing them with offerings from the liquor brand.
Xi Jiu
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Tencent news covered across their social, entertainment and gaming platforms
and more than 1.2 million people clicked through on their mobile phones to watch
every day. The planning did not take months. Xi Jiu and Tencent conceived,
negotiated, created and produced the shows in just 5 days!
When the program aired there was no mention of price
promotions or discounts on the liquor. The campaign was aimed
entirely at building consumer awareness and engagement.
The Chinese market has developed a unique approach tailored to
the mobile first consumer. It relies on the creation of shareable,
viral content and the presence of a dominant, channel's trading
media giant.
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“In an era or relentless change, a company survives and thrives
based not on its size or performance at any given time but on its
ability to reposition itself to create a new future and to leverage a
purpose driven mission to that end”
2019
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Aeroflot has transformed itself from one of the worst to one of the best airlines. Using
digital technology to significantly improve collectivities operations, reporting passenger
bookings and scheduling customer care.
Specifically it created dashboards that provided management
with an instant overview of more than 450 key performance
indicators.
The company also aggregates information from censors installed
on the plane allowing visibility into aircraft performance and
preventive maintenance and therefore reducing costs.
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MasterCard has a systematic process for building squads which is overseen by
MasterCard Labs. Employees from various functional areas can submit an idea to
qualify for three stage awards. Orange box, red box and green box.
The orange box gives employees, a chance to explore their ideas and pitch them.
Recipients of this award receive $1000 prepaid card and coaching to develop a
presentation about solving a specific customer problem.
At the red box stage people turn an idea into a concept. The team received $25,000
for testing, prototype, development and research and a 90-day guide outlining the
steps needed to refine the concept.
The green box is designed to create a commercialized product from an official
incubation project inside the labs. At this stage members receive you leave their job for
six months to work on the project.
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Old Value Proposition
Were known for delivered in 30 minutes or free
“We are as much a tech company as we
are a pizza company.”
New Value Proposition
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Millennials love it.
Went public in 2004 the same year as Google.
If you bought a $100 stock of each which is…
more valuable today?
Stock price
$8.762010
$2502019
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Digital Operating Model
Traditional Operating Model
Value
Number of Users
The value that scales delivers eventually
tapers off in traditional operating models
In digital operating models' value can climb much higher
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Technologies Shape Us
We humans designed the telephone, but from then on, the telephone influenced
how we communicated, conducted business, and conceived of the world.
We also invented the automobile, but then rebuilt our cities around automotive
travel and our geopolitics around fossil fuels.
We shape our technologies at the moment of conception, but from that point
forward, they shape us.
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Seven out of ten companies report minimal or no
gains so far from their AI initiatives from MIT 2019
research of 2,500 executive.
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AI leaders look backwards from strategy,
not forward from AI as AI can not be in
a vacuum to the rest of the biz
“What are our business objectives and how can AI meet
them?”
They ask:
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AI Rule of Thumb
It’s 10% Algorithms,
20% Technology and
70% About business process transformation
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2. Personal data value platforms
3. Autonomous things
1. A deeper level with AI 4. Augmented analytics
6. Ecosystems
Digital Trends 2020
5. IoT becomes intelligent
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API & Ecosystem
Ecosystems define the new competition
APIs externally are about connectivity and internally are about both control and
connectivity
They have rapidly become a business requirement and are no longer the domain
of digital natives
Platforms beat products
Start with customer need
Open APIs rapidly growing
Five of the six most valuable firms in the world are built around these types of
platforms
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Lower customer cost acquisition - in banking for example up to 20% according to McKinsey
Advantages from Ecosystems
1
2
3
4
5
Shift from product and distribution centric to customer centric - allows you to analyze customers
from a multidimensional approach rather than a traditional product and channel distribution.
Also focus on digitalizing offline touch points analytical tools that gather end to end data with
insight generation.
Develop market centric technology- don’t focus on new technology to improve operations
and safe costs but to improve market competitiveness and efficiency E.g. blockchain
Improve customer relationships by offering more value - GRAB Super app
Data access leading to revenue increases- Alibaba for example has 58.2% of China’s online retail
sales and employs advanced analytics to conduct consumer behavior analyses and make purchase-
relevant predictions.
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API & Ecosystem Management
Your customers
and market
Other people's
customers and markets End users
Digital Platform
Your products,
services and data
Other people’s products,
services and data
Innovations from
developers
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Owns the world’s highest-valued Fintech (Ant Financial), a
global logistics network (Cainiao), a massive digital health
care platform (Alibaba Health) and a cloud computing
service (Aliyun)
Aims to become the world's 5th largest economy?
Alibaba and Tencent jointly have a valuation equivalent to
Switzerland’s GDP
Ecosystem reaches 2 million merchants
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Ecosystem were built simple at first, linking buyers and sellers of goods.
As technology advanced, more business functions moved online—including
established ones, such as advertising, marketing, logistics, and finance and
emerging ones, such as affiliate marketing, product recommenders, and
social media influencers.
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A Study of More Than 250 Platforms
Reveals Why Most Fail, HBR
The Most Common Mistakes
1
2
Mispricing on one side of the market
Failure to develop trust with users and partners
Prematurely dismissing the competition
Entering too late.
3
4
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Success Factors
1
2
Big data and cloud computing – larger data storage,
faster processing
Customer Analytics – advanced analytic tool and skilled
data scientists are critical
Risk Management – leverage sophisticated
price elasticity modeling that utilizes complex
machine learning algorithms
Dynamic Pricing – design customized and
competitive pricing strategy
3
4
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Orchestrator – enhances customer offer by leveraging open
API's to connect with other companies with different value
seamlessly. Orchestrator is the rule maker.
Orchestrator or Participant
Participant – adding your strengths to an orchestrator.
Participant is the rule taker.
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As much as $1 trillion in total economic
profit globally could be up for grabs
through the redistribution of revenues
across sectors within ecosystems.
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Descriptive Analytics
Diagnostic Analytics
Predictive Analytics
Prescriptive AnalyticsWhat could happen?
Proactive investigation to
understand the future.
HistoricalAnalyticsProactiveAnalytics
AnalyticsMaturity
Prescriptive Analytics
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Descriptive Analytics
Diagnostic Analytics
Predictive Analytics
Prescriptive Analytics
How can we influence the future?
Uses optimization and simulation
algorithms to advice on possible
outcomes and answers “What
action should we take?”
HistoricalAnalyticsProactiveAnalytics
AnalyticsMaturity
Where is your Company?
Prescriptive Analytics
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GPS Navigation System Example
Descriptive analytics - tell us which way to go.
Predictive analytics - tell us when we are likely to get there.
Prescriptive analytics - monitor that forecast in real time
against destination.
If it finds that another solution will be better, it will
recommend that and change your current route and take a
different route instead. It tells you what you should do.
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AI is used to help match candidates to jobs with the hopes of creating
better employee-employer matches.
Prescriptive analytics everyday examples
Tag people in an uploaded photo, uses a nine-layer deep neural network
with more than 12 million parameters to automatically
Machine Learning to determine the price of your ride.
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Prescriptive analytics everyday examples
Uses filtering algorithms to personalize service.
In 2016, the Hong Kong company Aidiya, led by Ben Goirtsel started
a hedge fund that performed all operational transaction through
artificial intelligence solely, without any intervention of humans. “If
we all die, it’ll still continue to trade,” — Goirtsel remarked
When you begin typing a search term and Google makes
recommendations for you to choose from, that’s AI in action.
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Prescriptive analytics everyday examples
Bank of America, noticed that its top performing employees at call centers
were those who took breaks together. They instituted group break policies and
performance improved 23 percent.
Technology applied to pricing and revenue management helped The Lion King
generate the highest box office revenues in Broadway history despite being
staged in a smaller theatre and having a shorter run than other popular shows.
Launched an AI platform in 2018 that helps “scientists, software developers,
clinicians and health care providers access advanced analytic capabilities to
curate and analyze health care data and offers them tools and technologies to
build, maintain, deploy and scale AI-based solutions.”
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Target analytics team ran multiple data analysis and looked for patterns. E.g.
pregnant woman bought lotion and supplements at specific times during pregnancy.
Target could even predict delivery date and would then send automatically relevant
material.
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20 years old, has a
stock-market value of
nearly $165 billion
more than Disney
Netflix recently got 112
Emmy nominations, the
most of any network or
streaming service,
toppling HBO.
Its reputation is so
strong that a simple
PowerPoint slideshow
about its culture and HR
policies has been
viewed more than 18
million times.
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Grants its people the freedom
and trust to make decisions and
information is shared across the
organisation so all employees
are involved in each aspect of
the company’s strategy.
‘No vacation’ policy, -
employees choose
when and how often
they take time off work.
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▪ Doesn’t reveal its viewership (as other do)
▪ Buys a whole program season without a
pilot (as others request)
▪ Release full seasons in one go
(others don’t)
▪ No ads as because people
pay a subscription rate
▪ In 2015, the company’s stock
rose 134%, which was the
best performance of any
Fortune 500 organization
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Aim is to build a
platform that shapes
what customers watch,
not just how they watch.
Big data is powerful, but big data plus big ideas is transformational.
Netflix is a technology
juggernaut whose analytics,
algorithms, and digital-
streaming innovations have
changed how customers
watch movies and TV shows.
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• This powerful data system creates a rich social system that influences
the movies and shows members see, based in part on which shows
they’ve liked in the past what other subscribers see and like.
• The company has vast amounts of data on the viewing habits of its 125
million subscribers, from which movies and TV shows they liked or
disliked to how long they watched an individual episode or how much
they binged a new series.
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The idea behind Netflix came in 1997 after the CEO was charged
$40 for a late VHS copy of Apollo 13.
Yet what’s truly remarkable about the company’s trajectory over the last two decades is how
dramatically it has disrupted itself in service of its mission. Netflix began, of course, with a
pretty simple innovation — crushing Blockbuster by shipping DVDs by mail and abolishing
late fees. It then transitioned from mailing content to streaming movies and TV shows
digitally. Today, Netflix is most noteworthy as a creator of content; it will spend a staggering
$12 billion this year alone on programming.
Netflix could be the dictionary definition of a Silicon Valley disruptor, a new entrant that
reshaped the logic of an entire industry.
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Reed Hastings and his colleagues think just as
rigorously about people and culture as they do
about digital streaming and content. When it
comes to who it hires and what it promises
them, how it makes decisions and shares
information, even what it does about vacations,
Netflix has invented (and reinvented) a range of
practices that are designed explicitly to connect
what the company aims to achieve in the
marketplace to how it organizes the workplace.
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The average Netflix
subscriber streams around
90 minutes a day.
In 2000, Netflix was offered to Blockbuster for $50 million. The
now practically dead video rental company declined the offer.
Netflix is currently worth $20 billion and is very much alive.
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Amazon customers were polled to see the portion that would be willing to open an
Amazon online bank account if they were offered 2% back on Amazon purchases.
The results were staggering with 65% of Amazon Prime customers signaling that
they would be willing to sign up for an Amazon bank account.
With an estimated 100 million Prime customers, this could imply a target market in the
65 million range. Moreover, with 43% of Amazon customers without Prime, this would
imply another 86 million potential customers.
These results demonstrate the potential reach of a company such as Amazon, which
already has thousands of happy customers owing to an outstanding convenience
proposition. It's unlikely for any tech company to want to offer basic banking products,
but there’s tremendous incentive for them to work to find a solution (which could
include partnerships).
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A road accident in China use to mean hours of
delay waiting for an insurance inspector to reach
you, form filling and then the processing.
Now: “Superfast Onsite investigation”
Open Ping An app, take picture, submit.
2018 – settled 7.3 millions claims (62% of total). Saves Ping An $750 million in bogus
claims and human error. It matches photo against a database of 25 million parts used in
60,000 different auto makes and models sold in China.
The app responds in three minutes with a repair
estimate – wancheng! Funds transferred
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Ping An means, peace and safety and started in 1988! Is now 32 companies and
invested over $7 billion in R&D.
Its insurance has over 184 million customers and is the largest contributor to the
company's 164 billion in revenue in 2018. Today it has over 200 million financial
customers who have an average of 2.8 products.
It has five ecosystems:
1)Finance
400 millions calls every year handled by 80,000 contact agents. 2019 chatbots
handle 70% - some customers don’t even realize in a 20 min call!
5) Smart cities.4)Real estate
2)Healthcare 3)Autos
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Uses facial recognition in its consumer lending business. It can read 54 distinct
micro expressions determine whether the loan application is telling the truth or
lying!
“Good Doctor” – a one-stop healthcare
ecosystem platform that’s an unstaffed clinic
using AI. Gathers medical history and comes up
with a diagnosis plan, then checked by a
specialist consultant via telemedicine. The “One-
Minute Clinics” can then connect patients with a
clinician on Ping An in-house medical team. It
has over 265 million patients.
Autohome is China's largest online auto-buying platform with 29 million daily
user. In 3 years it's tripled its market cap to $10 billion
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Processed 11.32 million claims in 2018 and… 98.7% were paid within a day! 60%
were self service.
Its AI model for assessing credit risk is the favorite of financial institutions in
China, over Alibaba’s and Tencents.
Built its own cloud with its own suite of AI driven software leveraging online and
offline information.
2018 gave $55 billion in loans (grown 10X in five years), closed all 832 branches.
Loan up to $1 million to customers with no credit record in central bank
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Ping An is a company that went from being a pureplay insurance provider to an ecosystem creator. It has
expanded its offer to:
• Health care consultations
• Auto sales real estate listings
• Banking services
It has more than 350 million online customers through a single customer portal called the One Account and
become the world's most valuable insurance brand.
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Alibaba is using a retail-management platform called Ling Shou Tong
(which roughly translates to “retail-integrated”) to help store owners
optimize product procurement and boost sales.
Ling Shou Tong’s app gives store proprietors recommendations, based
on sales analytics, on what to buy and how to display goods in their
stores. In the background, it uses Alibaba’s cloud-computing and
logistics businesses to create a digitally connected inventory-
management system. Store owners can also use the app to place
orders, fulfilled by Alibaba and shipped directly from its warehouses,
eliminating the need for middlemen.
Ling Shou Tong’s
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Move from:
Checking everything
Controlling everything to
Guess work to
Know it all to
Punishing failure to
Data work
Learn it all
Encouraging failures
Produce perfect products
Test, test, test
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✓ Reduced bureaucracy
✓ Moved from static report to real-time decision-making
✓ Less and more efficient meetings
✓ Number of approval levels reduced
✓ Invested in new skills for employees
✓ Broken down silos
✓ Treats tech as business and business as tech
Digitalization Checklist
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