Digital Transformation - International Days - Artevelde University College - May 2017

International Days 2017: Digital Transformation
How to proﬁt from the impact of new technologies
Artevelde University College Ghent - May 2017
Ayman van Bregt digital strategist International Days 2017

About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)
Slides: http://bit.ly/ID-Artevelde-2017

About Ayman van Bregt
Digital strategist
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Senior Lecturer Online and Digital Marketing, Creative
Concept Development & Digital Value Creation (Rotterdam
University of Applied Science)
Co-founder Dutch Social Media Academy (NSMA)

Agenda
01
02
03
Shifts in business, media and behavior
Digital transformation principles
Models for digital transformation
04
05
Tips for digital transformation
Q & A

Context ﬁrst
Source: https://www.holidayguru.nl/wp-content/uploads/2015/05/gent.jpg

Deﬁning digital disruption
What is digital disruption?
Digital disruption
Digital disruption is the change that occurs when new
digital technologies and business models aﬀect the
value proposition of existing goods and services.

Deﬁning innovation, concepting and new business development
Digital disruption: Innovation and concepting in a digital world that leads to new business development
Innovation
Innovation is a new idea, more
effective device or process. It
applies a better solution that
meets new requirements,
inarticulated needs, or existing
market needs.
Concepting
An idea of something formed
by mentally combining all its
characteristics, creating
value as a construct for
business.
New business development
New business development
concerns all the activities involved
in realizing new business
opportunities, including product
or service design, business model
design, and marketing.
t

Deﬁning digital transformation
What is digital transformation?
Digital transformation
Digital transformation is the transformation that
organisations strive for in order to proﬁt from the impact of
new technologies.

SHIFTS PRINCIPLES MODELS TIPS Q&A
Shifts in business, media and behavior
“People who bet against the Internet, who think that somehow this change is just a generational shift, miss
that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the
end user, and that end user is going to use them.” - Eric Schmidt

Source: https://ﬂic.kr/p/ffeAdk
Agricultural economy used technology to ease work

Source: https://ﬂic.kr/p/cYNcbY
Industrial economy used technology to scale production

Source: https://ﬂic.kr/p/r2Xwfs
Information economy used technology to digitize

Experience economy used technology to provide more service
Source: http://www.archdaily.com/tag/ghent

Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X

Source: KPCB Internet Trends 2014 www.kpcb.com/ﬁle/kpcb-internet-trends-2014

Source: postnl.nl

Bron: https://youtu.be/FW651kusiBI

Shifts in business because of digital disruption
In 2015, Uber, the world’s largest taxi company, owns no
vehicles. Facebook, the world’s most popular media owner,
creates no content. Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest accommodation
provider, owns no real estate. Something interesting is
happening.
Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/

Source: https://www.macroaxis.com
Ayman van Bregt digitaal strateeg International Days 2017

Shift in business because of digital disruption
Shorter lifespan and more uncertainties;
Technology one of the most important drivers for business;
Simplifying supply chains;
Source: http://blogs-images.forbes.com/learnvest/ﬁles/2014/06/behavior-change-expert-
questions.jpg
01
02
03
Focus on communities and platforms.04

Shift in media
Source: https://www.ethos3.com/wp-content/uploads/2014/12/human-digital-marketing2.jpg

Source: https://ﬂic.kr/p/8w5ywj

Media consumption back in the days
Media attributes of the past
Lineary;
Location speciﬁc;
Limited possibilities;
Passive.
Source: http://ﬂic.kr/p/8w5ywj
01
02
03
04

Source: http://youtu.be/8JenAyMmZ68

Media consumption nowadays
Media attributes of the current
Nonlineary;
Not location specific;
Indefinite possibilities;
Active and/or passive, you are connected.
Source: flic.kr/p/8nNBUK
01
02
03
04

Source: http://visual.ly/reaching-50-million-users

Source: https://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview

Source: https://youtu.be/WWoLF_TiWcs

Source: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

Source: https://www.statista.com/statistics/258749/most-popular-global-mobile-messenger-apps/

Source: http://joyerickson.wordpress.com/2011/06/15/chatting-with-friends-over-dinner-from-mssc/

Source: https://twitter.com/cap0w/status/431176293590106112

Source: http://www.telegraph.co.uk/news/worldnews/asia/china/11095439/Chinese-city-paints-street-lane-for-mobile-phone-users.html

Source: http://www.ad.nl/binnenland/veel-kritiek-op-led-verkeerslicht-voor-smombies~a5f75cf8/

Source: https://www.linkedin.com/company/delray-recovery-center

Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
Media consumption research
Average adult’s daily media and ad exposure
01
02
03
Average number of advertisement and brand
exposures per day per person: 5,000+;
04
Average number of “ads only” exposures per
day: 362;
Average number of “ads only” noted per day:
153;
Average number of “ads only” that we have
some awareness of per day: 86;
05
Average number of “ads only” that made an
impression (engagement): 12.

Shift in media use because of digital disruption
Media abundance;
Mobile is one of the most important screens;
Remaining visibility is the biggest challenge for companies
and brands.
Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/
01
02
03

Shift in media use because of digital disruption
FOMO: Fear of missing out
Nomophobia: No-mobile-phone phobia
Infobesity: Information overload
Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior
01
02
03

Shift in behavior
Source: https://www.thefutureﬁnanciers.com/wp-content/uploads/2017/02/cyber-glasses-1938449_1280.jpg

Convenience
(Potential) customers are impatient and expect ‘instant feedback’ like running water from a tab or connecting a cable to a power outlet
to recharge a smartphone

(Digital) Relationship before the focus on the transaction
(Potential) customers have a need for information so deliver ﬁrst upon their requests and than they’ll be willing to listen to what you
have to offer.

Personal
(Potential) customers want you to recognise and acknowledge their situation and don’t apply a one size ﬁts all principle.

Unbundling
Microservices that provide personal experiences
Unbundle packaged offerings;
Use technology to give customers more
choice and control;
Create ﬂexible revenue models (only pay for
what you use);
Manage expectations well and provide a great
customer experience and customer service.
Source: https://susannye.ﬁles.wordpress.com/2011/04/asparagus_04.jpg
01
02
03
04

“A disruptive innovation is a technologically simple innovation in the form of a product, service, or business
model that takes root in a tier of the market that is unattractive to the established leaders in an industry.” 
- Clayton Christensen

The principles that underlie the process to start and stimulate digital transformation
Value
proposition
Business
model
Culture Technology Organization

Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital transformation - Convenience
Deliveroo disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
01
02
03
Combining logistics and online food ordering;
04
Community by uniting supply and demand;
Personalisation and choice (recommendation
engine based on ingredients);
Focus on customer service;
05 Realtime insights (food tracking, delivery time).

Digital transformation - Relationship
Circles.life and Duolingo focus on building a relationship instead of focussing on the transaction
Source: https://www.circles.life/ Source: http://kevinwarnock.com/2011/07/30/

Digital transformation - Personal
Amazon transforming the grocery and supermarkt industry by creating a personalized shopping experience supported by smart
technology
Source: https://youtu.be/NrmMk1Myrxc

Digital transformation - Unbundling
Airbnb offering several services to choose from directly transforming the travel industry and their value proposition
Source: https://youtu.be/yQ0_7vGJQL8

Digital transformation - New level playing ﬁeld
It’s very difﬁcult to predict who your next competitor will be
Source: https://www.emerce.nl/nieuws/deense-shobr-daagt-supermarkten-uit

Models for digital transformation
“The reason why it is so difﬁcult for existing ﬁrms to capitalize on disruptive innovations is that their processes
and their business model that make them good at the existing business actually make them bad at
competing for the disruption.” - Clayton Christensen

Source: Future workforce strategies - 21st Century Skills

Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy

Source: Four levels of digital mastery - Leading Digital

Tips for digital transformation
“Management is the opportunity to help people become better people. Practiced that way, it's a magniﬁcent
profession.” - Clayton Christensen

From pushing to attracting
Digital paradigm shift to achieve digital transformation
Fundamental changes because of digital disruption

From interrupting to inviting

From unfocussed (ignorance) to focussed

From control to letting go

From avoiding risk to managing risk

From disjointed
(customer) experiences
to seamless 
(customer) experiences

Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency

SHIFTS EXAMPLES MODELS TIPS Q&A
Q&A
“Question everything.” - Maria Mitchell

Source: Econsultancy - The context for digital transformation https://econsultancy.com/reports/webinar-the-context-of-digital-
transformation/downloads/7509-econsultancy-context-of-digital-transformation-webinar-pdf/

Tips for digital transformation skills: The Innovator’s DNA
Mastering the Five Skills of Disruptive Innovators
Associating (linking ideas that aren’t obviously related);
Questioning (questions that challenge the status quo);
Observing (observing how things work and what doesn’t
work);
Networking (meeting people from different backgrounds
and perspectives to extend your knowledge);
Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/
01
02
03
04
Experimenting (trying out new experiences with the world
as your laboratory).
05

T-shaped People - Skills for digital transformation
People needed for digital transformation have breadth of knowledge and a depth of expertise
Source: Econsultancy The context for digital transformation http://bit.ly/digital-transformation-econsultancy
01
T-shaped people are deﬁned as those who have a strong
vertical expertise but also wider knowledge or empathy
for other digital disciplines. This is not to say that vertical
expertise is less important, but more that when this is
combined with that wider understanding it is increasingly
valuable in appreciating the wider context of specialist
work, identifying opportunities for greater collaboration or
efﬁciencies, and seeing the bigger picture.

Source: Econsultancy The context for digital transformation skills http://bit.ly/digital-transformation-econsultancy

Source: Skills revolution: http://www.manpowergroup.com/wps/wcm/connect/5943478f-69d4-4512-83d8-36bfa6308f1b/MG_Skills_Revolution_FINAL.pdf

Source: https://www.youtube.com/watch?v=SHF9gxQWl7c

‘The difference between helping and selling is just two letters. But those two letters are
critically important to the success of business today.’ - Jay Baer

Contact
ayman@ignite.cx
+31 6 41 383 525
Creates meaningful digital customer experiences for companies
http://www.ignite.cx

Digital Transformation - International Days - Artevelde University College - May 2017

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Digital Transformation - International Days - Artevelde University College - May 2017

Ähnlich wie Digital Transformation - International Days - Artevelde University College - May 2017 (20)

Mehr von Ayman van Bregt

Mehr von Ayman van Bregt (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Digital Transformation - International Days - Artevelde University College - May 2017