All businesses in the 21st century are experiencing major disruption by new players that are challenging older business models. New entrants are coming up with new online enabled models that are seriously competing with the traditional businesses. The top 3 technology enablers of the 21st century are the Cloud, Digital Marketing and the Internet of Things. This article demystifies those 3 technologies and gives a high level overview of each. Feel free to comment and do not to hesitate to contact me for more details.

1. History of Business Transformation
1
ERP, S&D, MRP, SCM
Virtualization, CRM, Web
Digital Marketing
IT 1.0, Finance, HR, Manufacturing
IT 2.0, Outbound Sales, Service
IT 3.0, Inbound Marketing, Sales
IT 4.0, Self Service Intelligence
IT 5.0, Devices & Humans
Project & Operational Management
1990 2000 2010 2015 2020+
Cloud 1.0
Mobile, Artificial Intelligence Cloud 2.0
Internet Of Things IoT, AI 2.0 …
EPM, Task & Time Serv Mgmt, Analytics

2. SAMPLING OF
CLIENTS
Jamal (Jim) Fattouh
Senior IT & Business Consultant / Project Manager
Cloud & Digital Transformation Specialist
Email: jfatou@dataaxis.ca
Graduated from the American University of Beirut in Computer & Communications Engineering,
Mr. Fattouh is a multilingual senior IT executive who leverages local and international relationships
to drive growth and profit. He lived and worked more than 25 years in Canada as an IT Consultant
and Business Transformation Specialist for Fortune 500 companies such as the National Bank of
Canada, Desjardins Bank and Bombardier Aerospace. Since 2012, he’s been helping Banks and
Enterprises in coping with technology disruption and assisting them through their Digital
transformation journey by implementing Private & Community Clouds, Digital Marketing, Mobile
Apps and Internet Of Things.
http://ca.linkedin.com/in/jfatou/

3. Questions
What’s the state of technology?
What is the Cloud?
How safe is the Cloud?
Is the Cloud a Business Solution?
What’s Digital Marketing?
What’s the Internet of Things?
Where do we go from here?

4. What’s the state of Information Technology
for Businesses?
In the past couple of decades, banks and major organizations
were busy analysing and understanding their internal business
processes and implemented ERP and Business Intelligence
solutions to automate their back office processes such as Finance,
Sales and Distribution.
In the current decade, companies realized that they were too
focused on their internal processes to reduce cost and speed up
the service and they realized that they were not doing much to
improve the customer experience. They also realized that IT is
becoming very complex and expensive not able to cope with the
required business improvements.
A few technologies came in among many others to automate IT,
Marketing and new customer facing processes such as The
Cloud, Digital Marketing, the Internet Of Things and Mobile Apps.

5. Where are Banks coming from?
And where are they going?
Peer to Peer Financing?Self Service
Digital Currency?
Artificial Intelligence?
Social
Banking?
ATM POS
<1990
1990s
2000s >2010

6. What’s the status of enterprises?
All Manual Processes:
Accounting, Sales &
Purchase Order
Processing, Inventory,
Customer Service,
Sales, Marketing
Automated ERP/MRP:
Finance, Sales &
Purchasing Processing,
Inventory,
Manual: Customer Service,
Sales, Marketing & IT
<1990 1990s
2000s >2010
Automated ERP + CRM:
Customer Service, Sales
Web sites and eCommerce
Manual: Marketing & IT
Automated ERP+CRM:
Customer Service, Sales
Marketing & IT Automation
Customer Self Service c/o
Mobile Apps & Smartphones
>2020 Artificial Intelligence, Internet Of Things,
Smart devices Automate communication
between humans and machines.

7. What is the Cloud exactly and how can it
benefit Banks & Big Organizations?
• The Cloud reduces the need for huge infrastructure that
require a major investment in hardware, software, space,
energy and human resources.
• Current IT human resources can barely cope to keep the
infrastructure running and don’t have enough time to innovate
• IT helped automate Business Processes but didn’t have time
to automate its own processes.
• The Cloud finally automates IT processes, provides self
service and allows Banks to focus on core business and start
being more agile and innovative.
• Capital is released from IT Assets that can be reallocated to
higher value applications like Digital Marketing, Mobile Apps
and Internet Of Things to improve the Customer Experience.

8. What are the benefits of the Cloud ?
• Free valuable IT resources (Hardware, Software &
Human) that can barely cope to keep the
infrastructure running
• Focus on core business by implementing new
applications like Marketing Automation, Mobile Apps
and Internet Of Things
• Reduce operational costs and release capital from IT
Assets
• Increase Time to market
• Improve Response time
• Scale on demand using hybrid clouds
• Reduce downtime

9. What are the challenges ?
Knowledge
Speed/Agility
People/Change Disruption
Compliance
Legacy
Obsolescence
Cost
Jurisdiction
Security
Patch or Rebuild

10. Everyone asks how safe is the Cloud and
how can companies stay compliant with all
the requirements?
• There are 4 types of Cloud Deployment Models: Public,
Private, Hybrid and Community Clouds
• With Public clouds your infrastructure and data is hosted at
computing utility vendors such as Amazon and Microsoft. They
are vulnerable in terms of control, reliability and governance.
• A Private Cloud is hosted by each individual bank providing
more control and security but require a major investment in
technology
• Hybrid Clouds use both private and public clouds to scale up
on demand depending on computing capacity needs
• Community Cloud is a lean solution where the infrastructure is
shared by several Banks with similar needs in terms of
compliance, security, policy and jurisdiction. And thus allowing
economies of scale while staying compliant.

11. You may ask: “Is the Cloud a solution in
itself? And why should we do it?”
The answer is No. The Cloud is a means to an End.
To be able to compete with all the disrupting technologies such as
Digital Currencies, Peer to Peer business and Social Media,
Banks and Big Organizations have to stay ahead of the curve by
continuously innovating and providing more and more services to
clients while staying compliant with all the rules and regulations.
Technology in the last couple of decades became very complex
and heavy, crippling the evolution of the Financial sector and other
major industries.
The Cloud enables all businesses to become more agile and
implement new Digital Business solutions faster addressing new
market needs very quickly.

12. What is Digital Marketing?
Digital Marketing automates the interaction between the
Supplier and the Customer through all the endless channels
that we currently have such as Social Media, Online and
Traditional Advertising and provides the proper analytics to
better understand customer behavior, nurture the customer
and establish a customized one on one relationship.
Digital Marketing automates the process of generating leads,
qualifying leads and converting to customers thus increasing
sales and opening markets that were not accessible before.
Digital Marketing flips the 80/20 rule between Sales and
Marketing. Sales was doing 80% of the work to generate,
educate, nurture the leads and convert to clients. Marketing
was only doing the lead generation through traditional lead
generation tools. Digital Marketing automates most of those
tasks and helps Sales in qualifying leads so they focus on
closing and helps Marketing to generate more qualified leads
consistently and less cyclically.

14. What is the Internet of Things?
Internet Of Things takes things to a whole new level where
everything in our physical world is connected to the Internet
and can communicate just like humans do.
So it basically enables all sort of opportunities for humans
and things to interact together to facilitate our life and
business.
Examples of that are smart watches, thermostats, smart
locks, etc…
This will be the biggest transformation for the next decade!
Smart Homes, Smart Cities, Smart Companies, Smart Banks!

15. What are the possibilities? Where do I start?

16. Where do we go from here?
1. Map your Customer Journey Outside-In
2. Identify Quick Wins and execute
3. Build a Roadmap
4. Educate the Management and empower
employees
5. Get Inspired by your Disruptors
6. Change the Culture and Mindset
7. Use Agile Methodology (Continuous
tangible business deliverables)
8. …
Remake Yourself. Remake Your Bank. Remake your Industry!

17. Customer Journey Mapping
17

18. 18

19. Jamal (Jim) Fattouh
http://ca.linkedin.com/in/jfatou/
Multilingual Project Manager
20+ years experience in Business Transformation
Finance, Sales, Service & Marketing Automation
ERP, CRM, Business Intelligence and Analytics
Cloud solutions: Software, Platform & Infrastructure As A Service
Client sampling: Bombardier, CN, L’Oreal, National Bank, IBM
Email: jfatou@dataaxis.ca