As the rise in sophisticated digital technologies drives an exponential change in online customer behaviour, the need for businesses to embrace digital transformation has never been greater.

1. Why Businesses Must Embrace
Digital Transformation
Manchester Metropolitan University

2. Agenda
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What is digital transformation?
Context and key drivers
Deconstructing the discipline
Transformational process
Summary and further reading

3. Associated Phrases

4. What is Digital Transformation?

5. Digital transformation simply
refers to the changes and
challenges associated with
digital technology, across all
aspects of business.
Discerning Digital

6. If you haven’t heard of it,
digital transformation is the
catchall phrase to describe the
process that organisations
undergo when they adopt
digital technologies such as the
Internet, mobile, and cloud
computing.
Forbes

7. Digital Disruption

8. The Internet is like
nature: it’s very,
very big and
basically wants to
kill you.
Hugh Macleod, Gaping Void

9. Today’s leading companies are
already becoming obsolete. In
10 years, 40% of the Fortune
500 was replaced.
Brian Solis, principal at Altimeter Group

10. The only wrong move when it comes
to Digital Transformation is not to
make any move at all.
Didier Bonnet, senior VP and head of global
practices, Capgemini

11. The Connected Customer

12. The Connected Customer

13. With digital transformation
the consumer, rather than the
technology, is in the driver’s
seat, and this matters. Digital
transformation is forcing
businesses to rethink what
their customers value and how
to meet those needs.
Forbes

14. Trust Revolution
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Online advertising = 33% Trusted completely or somewhat
Adverts of radio = 41%
Adverts on TV = 47%
Emails I signed up for = 50%
Branded websites = 58% Same as editorial / newspapers
Consumer opinions posted online = 70%
Recommendations from people I know = 92%
Source: Neilsen: Trust in Online, Social and Mobile Advertising Grows.

15. Customer power shift
f1. Pre-Internet Revolution
20%
80%
Customer
Seller
f2. Today
80%
20%
Customer
Seller

16. Deconstructing the Discipline

17. Digital
Transformations
5 in the series to date:
 July 2011: The Challenges of the
Digital Revolution
 Jan 2012: Talking' Bout a
Revolution
 Nov 2012: Digital Transformation:
Making It Happen
 May 2013: Accelerating Digital
Transformation
 Nov 2013: Gearing Up for Digital
Operations

18. Digital Transformation: What’s Involved?
Customers,
Marketing,
Content, Sales
Technology,
Infrastructure, IT,
Data
Analytics,
Monitoring,
Benchmarking
Digital Consultancy, Change
& Risk Management
Process,
Management,
Efficiencies
Finance, Legal,
Compliance
People, HR,
Culture

19. Transformational Process

20. Digital Transformation: Our Process
Assess
Align
Insights
Risk
Opportunities
KPIs
Strategy
Establish
Roadmap
Transform
Training
Infrastructure
Compliance
People
Culture

21. Summary – Why do businesses need to
embrace Digital Transformation?
Because of:
- Digital disruption
- Speed of change
- Connected customer
 To remain viable
 To combat increased competition
 To protect against new digital risks

22. We are at the end of the digital
beginning as companies reshape and
retool for life in the new normal.
PWC's Global entertainment and media
outlook: 2012-2016

23. Further Reading…
What’s the Future of
Business?
PURPLE COW
Seven New Laws for
a World Gone Digital
Who Owns the
Future?

24. There is no room for complacency in
the fast-moving digital world.
Neelie Kroes, European Commissioner for
Digital Agenda.

25. Thank you
www.discerningdigital.co.uk
@DigiCoachHouse