HEC Digital Business. Digital Transformation. Global Platform

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1
Digital Business
2015-2016
1st Master HEC-Ulg
André Blavier
1
2
@ Home
andre.blavier@gmail.com
www.andreblavier.be …
needs to be updated :-(
@ School ;-)
Affiliate Professor
andre.blavier@ulg.ac.be
@ Work
Web & Communication Manager
andre.blavier@aei.be
www.digitalwallonia.be linkedin.com/in/andreblavier
facebook.com/unpeudeblabla
@unpeudeblabla
andre.blavier
unpeudeblabla.tumblr.com
slideshare.net/unpeudeblabla
scoop.it/t/unpeudeblabla

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1. Introduction to the course.
Tools for your technology watch.
2. Introduction to the digital transformation.
Data, Cloud, Social, mobile, GAFA, NATU, Giga economy, …
3. The digital platform.
Web standards, API, apps, cloud based, (big) (open) data, …
4. E-business & digital marketing.
SEM & content, permission, social, mobile, …
5. Digital business.
Your company facing the digital disruption, …
6. Perspectives from the algorithmic world.
Focus on the media sector and the industry 4.0, …
3
Table of content (subject to changes …)
Introduction
for the Digital
Marketing
Chair in 2nd
master.
• Introduction to the digital transformation through the 4 main
axes that are driving this transformation. (Big/Smart/Open)
Data, Cloud computing, Mobile technologies (including IoT) and
Social Empowerment. From a Web platform and classic
computing to a global digital platform.
• Digital Business as it is. E-business, e-commerce
and digital marketing. State of the art (standards,
e-business models, content strategies, display,
SMM, permission marketing, social, mobile, ...).
• Digital Business as it will be. The digital age and the Internet of
Everything. How digital will reshape all economic sectors,
including the industry (industry 4.0) and all aspects of our life ?
What are the challenges to transform successfully a “classic
business company” into a “digital business company” ?
4
Main goals of the course

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5
Infobesity
Technology watch is a critical issue for enterprises in the context of a
globalized economy. Their challenge is to :
• find relevant information,
• identify relevant actors and contributors. What’s the strategy of
major players?
• share and disseminate information.
In the new world of “Big Data” (high volumes of information,
increasingly fragmented, coming from more and more channels and
devices) … it’s impossible to make a good technology watch without
e-tools.
Strongly related to Business Intelligence.
6
Technology watch

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• People. Build a community … made up of people. You have to
know the audience and what the members are interested in.
• Commitment. Just like any social media effort, curation implies to
be a “real” resource for the readers … or it will be damaging to
your brand and its reputation.
• In and Out. It is not possible to include everything online in a
curation platform. The nature and quality of the content included
(and excluded) gives a “point of view” about a particular topic.
Content must be consistent with the overall message and the
brand strategy.
• Niche. Focusing on a niche topic specific to your (or your client's)
industry can be a good strategy.
7
Content curation
• Search engines (Google, Bing, Yahoo!). Use Google Alerts to follow
a specific topic on a “push” model and a personalized rhythm
(specific market, product, trend, your company, competitors, …).
• Twitter. Bidirectional model : the quality of your tweets will attract
interesting followers and vice-versa. Use @accountnames,
#hashtags, lists, … with Tweetdeck.
• Newsletters. Specialized sites and magazines.
• Feeds aggregators. Feedly and Flipboard (tablets and phones).
• Podcasts and Webinars. Optimize your “free” time by listening to
information, instead of reading it.
• Curation and edition. Use Evernote to capture anything, anywhere
in any format. Scoop.it is great to organize online contents.
• Socials networks (Facebook, Pinterest, Snapchat, …).
… and 10 X more !
8
Tools

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9
Content curation. Process of collecting, organizing and displaying
information relevant to a particular topic or area of interest.
Curation services can be used by businesses as well as end users.
http://en.wikipedia.org/wiki/Content_curation
RSS (Rich Site Summary / Really Simple Syndication).
Standard Web feed based on XML used to publish frequently
updated information: blog entries, news headlines, audio, video.
An “RSS feed” includes full or summarized text and metadata
(publishing date, author's name, …).
Data, Cloud, Social, mobile, GAFA, NATU, Giga Economy, …
10

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11
7+ Billion
People Living Longer
Constrained
Resources
Technology Ubiquity
Social Reform
End of capitalism?
Adapted from Gartner
Global
contextDigital threats or
digital solutions ?
Automation
End of death ?
End of social care ?
End of employment contracts ?
Smart machines
Robots
Climate wars
Revolution Anarchy
Pollution
Singularity
End of privacy ? Multinationals power
Algorithms
Artificial intelligence
New business opportunities ?
Try to tackle at least one of these problems
through solutions based on the collective intelligence
… and the infinite power of digital transformation !
12

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Changes
Changes that occur
at a pace and magnitude
that disrupt and/or interrupt
established models : added value,
social interactions, business, …
Threat
Digital is of course a threat
to traditional organizations
that currently hold market share
in an industry ready
for transformation.
Expectations
Customers will benefit most from digital transformation
as both traditional organizations and new entrants try
to engage, attract and retain more customers by
offering products, services and customer experiences
that meet and exceed their expectations.
Opportunities
New opportunities for
entrepreneurs and startups
that are leveraging
technology and building
business models that
challenge the status quo and
present opportunities to
acquire customers, market
share and revenue at rates
never seen before.
13
“Every single step that you put
between the customer and the
actual function is friction. Today,
people don’t live with friction.
People see friction for what it is.”
Konstantin Peric,
Bill & Melinda Gates Foundations
Digital
transformation
Innovation and speed.
Set up a business strategy will depend
increasingly on the ability of companies
to understand and anticipate digital trends and innovation.
With the continuous acceleration of the digital revolution,
"time to market" will be a matter of life or death
for any company.
14

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Mobile
Smartphones, tablets, IoT, Internet of
Everything, … Permanent connectivity and
interactivity blur the boundaries between
real and virtual worlds.
Mobile technologies are the medium of
the digital transformation
15
16http://www.businessinsider.com/decoding-smartphone-industry-jargon-2013-11?IR=T
Global Internet Devices installed

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https://www.youtube.com/watch?v=wW4oRGySqsc
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Mitchells & Butlers boosts service with
managed mobile platform
18Source : www.bigbellysolar.co.uk
Solar-powered. Wireless. Data-driven.
Solar-powered trash can reduces carbon
footprint, cuts costs. Big Belly trash cans
compact the trash they receive and call
for pickup when they are full. Fewer
pickups means savings on truck fuel and
maintenance staff time.

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Mobile
Cloud
Unlimited development and storage
capacities “As a Service” unlock the
creation and deployment of digital projects
on an unprecedented scale .
Cloud computing is the platform
of the digital transformation
19
https://www.youtube.com/watch?v=piVHidJq65o
20
Open Source Cloud

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Cloud computing. A model for delivering IT services in which
resources are retrieved from the internet through web-based tools
and applications, rather than a direct connection to a server.
http://www.investopedia.com/terms/c/cloud-computing.asp
API (Application Programming Interface). An API specifies how
some software components should interact with each other. It
comes in the form of a library that includes specifications for
routines, data structures, object classes, and variables.
http://en.wikipedia.org/wiki/Application_programming_interface
Mobile
Cloud
Data
Global, customizable, open,
... Their activation allows to
consider the world from a
complete new algorithmic
and predictive point of view.
Data are the fuel of the
digital transformation
22

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https://www.youtube.com/watch?v=-wVeHZNn8aU
23
Dartmouth-Hitchcock revolutionizes
the US healthcare system
24
Analytics to boost conversion rate
Source : business.lesechos.fr
The behavior of the
consumers is a business
opportunity. Web
Analytics can be used to
optimize a website,
analyzing and decoding
the data traffic. That’s
how Lacoste improved
the user’s experience
on its Website, with
24.000 additional
commands over a year.

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25
Quantified self
Fitbit.com : to empower and inspire
you to live a healthier, more active life.
We design products and experiences
that fit seamlessly into your life so you
can achieve your health and fitness
goals, whatever they may be.
26
Big Data. Collection of data sets so large and complex that it
becomes difficult to process using on-hand database management
tools or traditional data processing applications. The challenges
include capture, curation, storage, search, sharing, transfer,
analysis and visualization.
http://en.wikipedia.org/wiki/Big_data
Analytics. Discovery and communication of meaningful patterns in
data. Especially valuable in areas rich with recorded information,
analytics relies on the simultaneous application of statistics,
computer programming and operations research to quantify
performance. Analytics often favors data visualization to
communicate insight.
http://en.wikipedia.org/wiki/Analytics

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Mobile
Cloud
Empowerment
Social technologies disrupt the traditional relationships
and pyramidal organization of our society. They enable
the disintermediation of organizations.
Empowerment is the crowd driving
Data
27
https://www.youtube.com/watch?v=aRD2ueUyTr0
28
Enterprise Social : work like a network

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General Electric on Pinterest
#Pinning things that
inspire us to build,
power, move and cure
the world. Welcome to
the official GE Pinterest
page!
30http://images.allocine.fr/pictures/14/09/04/23/15/121035.jpg
Empowerment … live !

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Mobile
Cloud
Empowerment
Social technologies disrupt the traditional relationships
and pyramidal organization of our society. They enable
the disintermediation of organizations.
Empowerment is the crowd driving
Data
The interaction of these 4
technological trends are driving
the digital transformation.
Gartner calls it the
“Nexus of forces” (*)
Digital
transformation
The materialization of digital.
We enter the third digital revolution.
The first has digitalized information.
The second has digitalized relationships.
The third will digitalize … our life.
We will no longer go ON the Internet
... We are IN the Internet.
32

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https://www.youtube.com/watch?v=Z7GzCjT77Po
33
Create the Internet of Your Things
34
Internet of everything
Internet
of things
Internet
of industry
Internet
of energy
Internet
of data
Internet
of you
Internet
of health
50 billions of
connected
things by 2020
(Cisco)
Internet of …

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Internet of health
Source : Propellerhealth.com
Propellerhealth.com. Mobile platform for
respiratory health management. Through sensors,
mobile apps and services, Propeller helps reduce
the cost of care while delivering better quality of
life for individuals with chronic respiratory disease.
36
Internet of Everything (IoE). Every[thing][body] is a computer and
is connected into a more and more seamless global network. For
Cisco, it means bringing together people, process, data and things
to make networked connections more relevant and valuable than
ever before, by turning information into actions that create new
capabilities, richer experiences, and unprecedented economic
opportunity for businesses, individuals, and countries.
Adapted from http://www.investopedia.com/terms/c/cloud-computing.asp

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37
Mobile Cloud
Empowerment
Data
Of course, it is not that simple ;-)
Google is active in the mobile
world. Facebook makes big data,
Apple offers Cloud services, ...
The “GAFA” model is essentially based
on a technological disruption powered
by big platforms. It has created “new”
markets : search, e-commerce, social
media, smartphones, app stores, …
From GAFA …
Digital
transformation
38
Mobile Cloud
Empowerment
Data
Smartphone. Apps. Cloud. Apple has disrupted
different markets by combining the 4 majors axes of
the Digital Transformation. But Storify and YouTube
forced them to shift to a streaming model.

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39
Apple Amazon
Facebook
Google
What they brought & changed …
Mobile Cloud
Social networks
Data
iPhone E-commerce
Search engine
Empowerment
Crowdsourcing
Apps
Algorithms
Big Data
Audience & communities
Wearables
Software As a Service
API & Web servicesOnline media Streaming
Web as a platform
Sharing economy
AdWords
Internet of things
Drones
Chrome
iTunes
AWS
Social graph
Mobile first
Desintermediation
Marketplace
WhatsApp
iOS
YouTube
iPad
Local
Local
Mobile first Digital assistant
Digital assistant
Autonomous cars
Mobile first
Mobile first
Personalization
Personalization
Wearables
Ecosystem
Mobile payment
Personalization
Domotic
Quantified self
Digital democracy
Quantified self
Messenger
API
Digital
transformation
40
Mobile Cloud
Empowerment
DataToday’s digital major trends are
first of all a consumer’s choice
You !
Consumer’s
choice

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Multichannel Personalization
User experience
Content
Digital
Customer
Expectations
41
I want my content
to be accessible on
the screen of my
choice. Multi-
channel / mobile
strategy with
uniform and flexible
content across all
channels.
I want to be able to access my content whenever I
want. Focus on features, functionalities, quick
response time and flexible content availability.
I want all my channels of
content consumption to have an
awesome UI. Uniform and
engaging UX across all channels.
I want to read
interesting
content.
Content based on
the past viewing
history of the
customer to
ensure that the
content is non-
repetitive.
I want you to remember my
preferences. Gather and analyze
consumer data and preferences to
provide personalized content.
I want you to send me
exclusive offers based on my
check-ins. What’s in in for me ?
Personalized offers and
recommendations saves
customers time and reduces
time for decision making.
42
Mobile Cloud
Empowerment
Data
Digital
transformationOf course, it is not that simple ;-)
Tesla is highly technological, …
The NATU model is “essentially” based on
a disruption of existing uses and markets.
It is mainly powered by (at the beginning)
lightweight platforms combining cloud,
mobile, social and data.
… to NATU

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Shift from “distribution” to “flow”.
Manage the digital relationship with consumers
through sharing and “superdistribution” (OTT).
43
44
Pay within a social
network directly from
your bank account
Cash Forecasting
Made Easy, Quick
and Accurate
Helping institutions
connect their clients
with the private markets
The face of
mobile identity
Smart Mobile
Ticketing For
Public Transit
Pay your invoices
in one click
We are looking for technology-driven startups that
offer solutions relevant for financial institutions
and/or which can help us provide superior financial
services to our customers. Target startups are close
to the proof of concept stage, with the intention
that they can conduct a proof of concept with ING
and/or FinTech Village Partners upon successful
graduation from the programme.

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45Source : www.axaseedfactory.com
AXA Seed Factory is a seed fund specialized in digital services
related to insurance and banking businesses. For the first
time, an insurer will directly collect data, which will be
provided on a voluntary basis, for the health of its customers.
Beyond the fun aspect of such a partnership, changes are
already possible with the establishment of fee schedules may
take into account the physical or dietary habits of each
activity. There is also the problem of security of personal
data, even if Withings says guarantee privacy.
46
Who is this man ?

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47Source : https://www.youtube.com/user/MSCloudOS
48
Mobile Cloud
Empowerment
Data
Sensing homes
Streaming Natives
Virtual Gets Real
AI Ends The Screen Age
Lifestyle Network Effect
Internables
Emergency Chat
Consumer
trends
Smart Commuters
Everything Gets Hacked
Netizen Journalists
Source: Ericsson ConsumerLab, The Networked Life, 2015

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• With diversifying online use, social effects like crowd
intelligence and the sharing economy multiply.
• More people are benefitting from a wider network of consumers,
with 4 out of 5 experiencing a lifestyle network effect when using
the internet.
• Almost 1 in 2 uses multiple social networks and 1 in 3 participates
in the sharing economy.
49Source: Ericsson ConsumerLab, The Networked Life, 2015
1. The Lifestyle Network Effect
• Teenagers watch more YouTube video content daily than other
age groups.
• Video viewing habits vary between generations.
• In 2011, only 7 percent of 16-19 year olds said they watched
more than 3 hours of YouTube every day, compared to 20 percent
in 2015.
• 46 percent of this age group now spend an hour or more on
YouTube every day.
2. Streaming Natives

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• Artificial Intelligence will enable interaction with objects
without the need for a smartphone screen.
• Artificial intelligence will allow consumers to interact with objects
around them without having to use a smartphone screen.
• Half of smartphone owners think they will be able to talk to
household appliances.
3. AI Ends The Screen Age
• Consumers want virtual technology for everyday activities such
as sports, and 3D food printing.
• People are interested in using virtual technology for everything
from watching sports to taking 3D selfies for online shopping.
• 44 percent even want to print their own food.
4. Virtual Gets Real

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• Bricks used to build homes could include sensors that monitor
mold, leaks and electricity issues.
• Within the next 5 years the internet could connect the bricks and
mortar that we use to build our homes
• 55 percent of smartphone users believe sensors will be
embedded into building materials to detect construction errors,
mold and electricity issues
5. Sensing homes
• Commuters want to use their time meaningfully and not feel
like passive objects in transit.
• Commuters want to use their time in a meaningful way and not
just be transported from A to B.
• 86 percent would use personalized commuting services if they
were available. However, over 50 percent are unsatisfied with
current internet access.
6. Smart Commuters

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• Social networks may become the preferred way to contact
emergency services.
• Half of all smartphone users believe that social networks will be
the preferred method to contact emergency services within 3
years.
• 6 out of 10 are interested in a disaster app that provides reliable,
verified information.
7. Emergency Chat
• Internal sensors in our bodies that measure wellbeing may
• become the new wearables.
• Half of all smartphone owners believe that internal sensors will
update us on our wellbeing within 3 years.
• 8 out of 10 would like to use technology to enhance abilities such
as vision and hearing.
8. Internables

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• Most smartphone users believe hacking and viruses will
continue to be an issue.
• A majority of smartphone users believe hacking and viruses will
continue to be an issue.
• However, 1 in 5 says they have greater trust in an organization
that was hacked but was then able to solve the problem.
9. Everything Gets Hacked
• Consumers share more information than ever and believe it
increases their influence on society.
• Consumers share more information than ever before, and believe
it increases their influence.
• More than a third believe blowing the whistle on a corrupt
company online has greater impact than going to the police.
10. Netizen Journalists

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59
Quality of Service (QoS) No latency
Bandwidth
Symmetry
Giga
economy
The “Giga” as game changer
The “giga” as a
disruptive technology
changing digital uses.
60
Relocating companies
in our territories
Giving its full power
to the Cloud Economy.
Digital inclusion.
Bridging the digital divide
(Empowerment).
Attractiveness for
young and creative
people
Giga
economy
Services. All
applications with
low latency.
Health. HD
teleconsultations,
remote surgery, ...
Industry 4.0. Massive data exchange for
prototyping and design of complex
products, 3D printing, ...
Culture & media. 4K & 8K
contents, immersive games, …
Education. Including
scientific disciplines ...
Energy. Smart grids and
real-time flow
management systems.

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The Web … yesterday, today and tomorrow in 5 steps …
• Static Web 1.0
• Dynamic Web 1.5
• Web 2.0
• Programmable Web
• Global computing platform
61
A global computing platform
Data, Cloud, Social, mobile, GAFA, NATU, Giga economy, …
62

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User Web serverWebsite
Static Web 1.0Static HTML pages, (bad) JavaScript, Yahoo!, first browsers
64
HTML (Hypertext Markup Language). Markup language used to
create a Web page. XHTML (structure and content) and HTML5
(interactivity and multimedia features) are the current standards.
Web Server. The software in charge of “serving” Web pages.
Apache (Open Source world) and IIS (Microsoft) are the most
popular. Often a confusion with the computer on which the
software is running … also called … “Web server”.
Javascript. Programming language used inside a Web page
(directly or through a .js file). Javascript code is executed on the
client side. After years of compatibility issues with some browsers,
Javascript is now a true reliable and powerful standard (Web 2.0).

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65
Amazon in 1995 ;-)
User Web server
Website
Dynamic Web 1.5Dynamic pages, Google, e-commerce, Ads, CMS, Flash, CSS, Firefox

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67
CMS (Content Management system). Software (classic or Cloud)
that allows editing and modifying Websites. The most popular are
Wordpress and Drupal (PHP), Joomla (Java) or Sitecore (.Net).
Dynamic Web pages. Web pages are mostly produced “on the fly”
or “on demand”, based on specific parameters (URL, cookies,
CRM, …). The most popular frameworks are based on PHP and Java
(Open Source). Microsoft has also a powerful platform : ASP.Net
Flash. Programming language created by Macromedia and now
owned by Adobe. Flash allows to build powerful animations
(games, Websites, video, …). Flash is not compatible with Apple
mobile devices is now (partly) in competition with HTML5.
68
Amazon in 1999 …

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69
Amazon in 2002 …
User Web server
Website & blogs
Web 2.0Co-creation, social, mobile, AJAX, CSS, XML, RSS, tags, blogs, Wiki

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71
CSS (Cascading Style Sheet). Style sheet language (text file) used
for describing the look and formatting of a document written in a
markup language (HTML). Used today for responsive design.
AJAX (Asynchronous Javascript and XML). Web techniques used
on the client-side. With Ajax, web applications can send data to,
and retrieve data from, a server asynchronously (in the
background) without interfering with the behavior of the page.
http://en.wikipedia.org/wiki/Ajax_(programming)
Web 2.0. Concept invented by Tim O’Reilly to define a “new” Web
where users can interact and collaborate with each other, provide
(user-generated), … in contrast to Web 1.0 (passive viewing of
content). Examples : blogs, wikis, social networks, tags, …
72
Amazon in 2009 …
Customized homepage
for a registered user
with suggestions fitting
his profile.

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API
User
Web server
Web platform
API
API
API
API
API
Web 2.0Co-creation, social, mobile, AJAX, CSS, XML, RSS, tags, blogs, Wiki
Programmable WebCloud, API, apps, Open/Big Data, Chrome, HTML5, Responsive Design, IOT
74
Responsive Web Design. A way to develop Websites ready to
provide an optimal viewing experience across a wide range of
devices (smartphones, tablets, laptops, TV, …).
Open Data. Concept that data owned by public services
(essentially) should be freely available in a machine readable
format to everyone to (re)use and republish as they wish, without
restrictions or mechanisms of control. Highly promoted by UE.
HTML 5. HTML5 is a technology markup language used for
structuring and presenting content for the Web. After HTML 4.01
and XHTML 1.1, HTML5 includes detailed processing models for
more interoperable implementations. It also introduces markup
and application programming interfaces (APIs) for complex Web
applications and cross-platform mobile applications.

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75
Amazon in 2014 …
Customized
for the consumer
Offers based on
your profile
Call to action. Don’t
miss the train ;-)
Social Media
Big menus
76
A Web of apps … and Web OS ?
A vision of the future ? On the
road to a Web of Apps, and non
more a Web of Sites ?

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77
Amazon Windowshop
Immersive way to discover what's new and bestselling in
the world of media. Bestseller music list as a favorite.
Recommendations. Trailers for bestselling TV shows and
movies. Insight into the top video games. Song samples.
Books to read. Amazon Windowshop lets you get a taste
of many titles, in one place. If you like what you see or
hear, buy it right away or save it to your Amazon Wish
List. Everything has a direct link to Amazon.com, where
you can complete your shopping experience with ease.
78
Amazon Windowshop
360° full screen navigation,
with zoom on each product
and direct link (call to
action) to buy it.

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“Classic” devices
Industry
{ }{ }{ }
Chips
Cars
SQL / NO SQL
Databases
Servers &
Applications
Modern
Brower AppAppAppAPI / JSON{ }{ }{ } Data Social
Smart Home
Smartcities
Wearables
Hybrid Cloud
Global computing platformHybrid Cloud, industry 4.0, no sql, REST, JSON, jQuery, Backbone JS, …
Programmable WebCloud, API, apps, Open/Big Data, Chrome, HTML5, Responsive Design, IOT
Mobile Cloud
Empowerment
Data
80
Digital
Transformation
Pervasive Access
Global Class Delivery
Extreme Behavior
“Big” context
Source : Gartner

2/4/2016
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81
@ Home
andre.blavier@gmail.com
www.andreblavier.be …
needs to be updated :-(
@ School ;-)
Affiliate Professor
andre.blavier@ulg.ac.be
@ Work
Web & Communication Manager
andre.blavier@aei.be
www.digitalwallonia.be linkedin.com/in/andreblavier
facebook.com/unpeudeblabla
@unpeudeblabla
andre.blavier
unpeudeblabla.tumblr.com
slideshare.net/unpeudeblabla
scoop.it/t/unpeudeblabla

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