Keynote on digital transformation with a focus on automotive & mobility for AKKA Technologies Benelux.

1. INTRODUCTION
DIGITAL TRANSFORMATION
AKKA TECHNOLOGIES - 09/03/2020

2. 2
Hi’ I’m
Aitor
Somers
Senior advisor
LinkedIn: @aitorsomers
aitor.somers@scopernia.com

3. TRANSFORM
WHAT WE DO
OUR ACTIVITIES
We help you transform and
cope with (digital) disruptions
in society and your industry
INNOVATE
We help you achieve a
culture of continuous
innovation that is fast, agile,
effective and efficient.
GROW
Progress is the real profit. We
strive for growth of people,
society, your industry and
your company

4. WHAT WE DO
SUPERCHANGE
SEE
MODEL
UNDERSTAND
PLAN
ENABLE
RUN
SEE
THE CHANGE
UNDERSTAND
THE IMPACT
PLAN
FOR THE FUTURE
ENABLE
YOUR ORGANISATION
FOR CHANGE
RUN
THE CHANGE
DISRUPTIONS
IN YOUR
INDUSTRY AND
SOCIETY

5. 5
20192014
SOLD IN +55
COUNTRIES
2018 2020
THOUGHT LEADING
BOOKS

6. CONTENT
UNDERSTAND
DTM01
PRODUCT &
BUSINESS MODEL03
ORGANIZATION05
MARKET &
COMPETITION02
CLIENT
RELATION04
SUPER CHANGE MODEL06

7. UNDERSTAND
DIGITAL
TRANSFORMATION
01

8. What do
these 4 have
in common?

9. 9
1995+
Music
Photography
Video Rental
…
2005+
Print Media
TV
Travel
HR
…
2015+
Retail
Healthcare
Automotive
Education
Telco
Food
FMCG
Banking/Insurance
…
2025
All Safe havens
will be subject to
digital disruption
…
9
The waves of transformation

10. You have a
C H O I C E
Digital
Disruption
Modeling
Business
Transformation
10

11. You have a
C H O I C E
Digital
Disruption
Modeling
Business
Transformation
11
Fear
Insight
Direction

12. 12
Digital Disruptionis a story of…
%

13. 13
This is NOTour story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!

14. 14
This IS our story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
But your app
sucks
I want
experience
Uhh..ok
Hey this
solves my
problem!
I don’t want
to wait a
week
NEW

15. The TippingPoint
YOU THEM

16. KNOW YOUR
AUDIENCE

17. @jcaudron

18. WHO DO YOU SERVICE?

19. @jcaudron

20. WHO DO YOU SERVICE?

21. @jcaudron

22. WHO DO YOU SERVICE?

23. @jcaudron

24. 24
YOU CHALLENGERS
The Challengers move into your
space, when will you move into theirs?

25. 25
CUSTOMER RELATIONSHIP
ORGANIZATION
MARKET
& COMPETITION
PRODUCT &
BUSINESS MODEL

26. 26
CUSTOMER RELATIONSHIP
ORGANIZATION
MARKET
& COMPETITION
PRODUCT &
BUSINESS MODEL
DIGITIZATION

27. 27
F R O M DIGITIZATION

28. 28
CUSTOMER RELATIONSHIP
ORGANIZATION
MARKET
& COMPETITION
PRODUCT &
BUSINESS MODEL
TRANSFORMATION

29. 29
F R O M DIGITIZATION
T O TRANSFORMATION
Services
Products
Subscription
New revenue streams

30. 02
MARKET &
COMPETITION

31. BIG TECH
ARE CHANGING THE MARKET

32. MARKET & COMPETITION
32

33. MARKET & COMPETITION
33
Big tech
Big tech is stepping up to leverage
their strength in software,
processing hardware, battery
technology, and other capabilities,
to drive innovation in the auto and
mobility space.

34. MARKET & COMPETITION
34
A.I. as the centerpiece
In 2015 Google restructured into Alphabet, and AI became the
centerpiece of nearly each division’s strategy.

35. MARKET & COMPETITION
35
Prioritizing autonomous driving
Google has made a name for itself in the auto space. Its self-
driving project Waymo is the first autonomous vehicle
developer to deploy a commercial fleet of AVs.

36. MARKET & COMPETITION
36
Investing in shared mobility
Google is also integrating into the growing shared
mobility as the company and its investment arms, GV
and capitalG, are making numerous investments in
mobility services startups.

37. MARKET & COMPETITION
37
Android auto
Integrating Android into the car is helping Google maintain
platform stickiness across connected devices, in an effort to
combat rising competition from Apple and Amazon

38. MARKET & COMPETITION
38
Reimagining cities
Sidewalk labs, a spin-off of Google wants to improve the quality
of citylife. By combining mobility, property development,
ecological thinking, social life and digitalization they are
reinvent communities.

39. UNBUNDELING THE OFFER
BY STARTS-UPS

40. MARKET & COMPETITION
40

41. MARKET & COMPETITION
41

42. MARKET & COMPETITION
42

43. THE POSITION IN THE VALUE CHAIN
IS CHALLENGED

44. MARKET & COMPETITION
DIRECT-2-CONSUMER

45. MARKET & COMPETITION
VERTICAL INTEGRATION

46. MARKET & COMPETITION
OVER THE AIR SERVICES

47. MARKET & COMPETITION
FOLLOWING TESLA

48. MARKET & COMPETITION
BATTLE OF THE FRONT-END
…

49. COLLABORATION
WILL BE KEY

50. MARKET & COMPETITION
50
ALLIANCES TO
COMPETE WITH BIG
TECH

51. MARKET & COMPETITION
CROSS INDUSTRY
COLLABORATION

52. TRADITIONAL PLAYERS
SHIFTING COURSE

53. MARKET & COMPETITION
GOING THROUGH AN
IDENTITY CRISIS

54. MARKET & COMPETITION
GOING THROUGH AN
IDENTITY CRISIS

55. 03
PRODUCT &
BUSINESS MODEL

56. USING TECH & DATA FOR
PRODUCT INNOVATION

57. PRODUCT & BUSINESS MODEL
57
HOLOLENS

58. PRODUCT & BUSINESS MODEL
58
PREDECTIVE MAINTENANCE

59. PRODUCT & BUSINESS MODEL
59
C.A.S.E.

60. PRODUCT & BUSINESS MODEL
60
SMART CITY

61. NEW EMERGING
BUSINESS MODELS

62. PRODUCT & BUSINESS MODEL
62
UBERIZATION OF OUR ECONOMY

63. PRODUCT & BUSINESS MODEL
63
MOBILITY AS-A-SERVICE

64. PRODUCT & BUSINESS MODEL
64
SELLING KM’S AND ADVICE
WITH DATA

65. growth
time
stuff
PRODUCT & BUSINESS MODEL
65
PEAK STUFF ECONOMY
VALUE
GROWTH
VALUE
GROWTH

66. PRODUCT & BUSINESS MODEL
66
STUFFSOLUTION Buy a car
Car subscription
Buy groceries
Food box
Buy power
Light & heating
Buy a DVR
TV subscription

67. PRODUCT & BUSINESS MODEL
67
Buy a washing machine
Wash-as-a-service
STUFFSOLUTION
Buy a Billy
Furniture subs
Buy a Phone
Mobile-as-a-service
Buy a house
Living-as-a-service

68. REDEFINING THE
CORE

69. PRODUCT & BUSINESS MODEL
69
CORE
EXTENDED
CORE
MOONSHOTS
Example
Volkswagen

70. PRODUCT & BUSINESS MODEL
70
CORE
EXTENDED
CORE
MOONSHOTS
IP: THE ENGINE
BRANDING
ASSEMBLING

71. PRODUCT & BUSINESS MODEL
71
CORE
EXTENDED
CORE
MOONSHOTS
AUTOMOTIVE
COMPONENTS
NETWORK
DEALER

72. PRODUCT & BUSINESS MODEL
72
CORE
EXTENDED
CORE
MOONSHOTS
IOT,
CLOUD,
DATA
ALLIANCES
WITH FORD IN
JOINT VENTURE
FOR
AUTONOMOUS
& ELECTRIC
VEHICLES

73. PRODUCT & BUSINESS MODEL
73
CORE
EXTENDED
CORE
MOONSHOTS

74. PRODUCT & BUSINESS MODEL
74
CORE
EXTENDED
CORE
MOONSHOTS
NEW CORE

75. 04
CUSTOMER
RELATION

76. EMPOWERED
CUSTOMERS

77. CUSTOMER RELATION
77
HYPER INFORMED

78. CUSTOMER RELATION
78
BI-DIRECTIONAL

79. CUSTOMER RELATION
79
DIESELGATE LEFT SERIOUS DAMAGE

80. CUSTOMER RELATION
80
TRANSPARENCY

81. CUSTOMER RELATION
81
ACCOUNTABILITY

82. SOCIO DEMO GRAPHICS
TRENDS

83. CUSTOMER RELATION
83
YELLOW VEST MOVEMENTS

84. CUSTOMER RELATION
84
ACCOUNTABILITY

85. CUSTOMER RELATION
85
LONGEVITY

86. 2010 2018
- 18 %
CUSTOMER RELATION
86
NEW GENERATIONS

87. CUSTOMER RELATION
87
URBAN VS RURAL

88. PRIMARY PLACE OF CONSUMPTION
CHANGES

89. vs. health
vs. video
vs. retail
…
vs. music
vs. transport
CUSTOMER RELATION
89
ON-DEMAND ECONOMY

90. CUSTOMER RELATION
90
HYBRID EXPERIENCE

91. CUSTOMER RELATION
91
NEW WAYS OF WORKING

92. CUSTOMER RELATION
92
RETHINKING URBAN
PLANNING

93. CUSTOMER RELATION
93
UNBUNDLING THE CAR AS GLUE
OF SOCIETY

94. 05
YOUR
ORGANIZATION

95. CREATE A TRANSFORMATION
STRATEGY & ROADMAP

96. ORGANISATION
96
0°
180°
90°270°
POSSIBILITIES ARE
ENDLESS, BUT YOU
CAN’T DO
EVERYTHING
YOU ARE
HERE TODAY

97. ORGANISATION
97
0°
180°
90°270°
“We are agile and adapt to
the changes in our industry so
we become future proof” 🤔
— A TECHNOLOGY
CHASER
?

98. ORGANISATION
98
0°
180°
90°270°
42°
CERTAINTY IS GONE.
YOU ARE
HERE TODAY

99. ORGANISATION
99
0°
180°
90°270°
YOU ARE
HERE TODAY
NORTH STAR
VISION
DECIDE ON THE
45 DEGREES THAT
MATTER.

100. ORGANISATION
100
0°
180°
90°270°
YOU ARE
HERE TODAY
NORTH STAR
VISION
DEFINE CLEAR
AMBITIONS.
1
2
3
4
5
AMBITIONS

101. ORGANISATION
101
0°
180°
90°270°
YOU ARE
HERE TODAY
NORTH STAR
VISION
A STRATEGY WITH AN
EXPERIMENTATION
MINDSET FOR
IMPLEMENTATION.
1
2
3
4
5
GUIDINGPRINCIPLES

102. ORGANISATION
102
WRONG RIGHT

103. ORGANISATION
103
EXAMPLE

104. CREATE NEW CUSTOMER
CENTRIC SOLUTIONS &
BUSINESS MODELS

105. Rise of the Robots Internet of Things
Smart me Human Cyborg
The Boring Company
Facial Recognition Brain Cloud Nanobots Bloodstream
Virtual Reality Augmented Reality
Blockchain
Artificial Intelligence
Mixed Reality
Hyperloop
3D Printing Autonomous cars Autonomous airplanes People drones
Voice Assistants Autonomous last mile
Stop looking at technology

106. ORGANISATION
106
Stop looking for ideas

107. ORGANISATION
107
Start solving problems

108. ORGANISATION
108
If I had asked people what
they wanted, they would
have said “ Faster horses “

109. BUILD A NEW ORGANIZATION
WITH A DIGITAL LEADERSHIP

110. ORGANISATION
110
From ... ... to
The Business
Digital
(at the
sideline)
Digital in
the core

111. ORGANISATION
111
The Business
Digital (at the
sideline)
The Business
Digital (at
the sideline)
From ... ... to

112. ORGANISATION
112
The Business
Digital in
the coreThe Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
Digital (at the
sideline)
CANNIBALIZE YOURSELF

113. ORGANISATION
113
FROM AN OUTDATED
MOTHERSHIP

114. ORGANISATION
114
TO A MODERN
FLEET

115. ORGANISATION
115
STARTUP
MINDSET
Agile but volatile
CORPORATE
MINDSET
Slow but stable Stable and agile
FLEET
MINDSET

116. “OUTSIDE-IN
INNOVATION”
ORGANISATION
116
“INSIDE-OUT
INNOVATION”
You need a dual approach for
a faster clockspeed
than the market:

117. ORGANISATION
117
DIGITAL LEADERSHIP
AT THE TOP…
…AND DIGITAL LEADERSHIP
IN THE WHOLE
ORGANIZATION

118. From an outdated
Mothership
THE FLEET
NEEDS
GOVERNANCE

119. CHANGE YOUR
CULTURE

120. ORGANISATION
120
A WORLD OF
UNCERTAINTY

121. ORGANISATION
121
PEOPLE > TECHNOLOGY
Digital Transformation

122. ORGANISATION
122
PEOPLE ARE THE VARIABLE
CULTURE EATS
STRATEGY FOR
BREAKFAST
- PETER DRUCKER

123. ORGANISATION
123
Case Courage
MINDSET
MEANS MANDATE
“license to win”
“license to operate” “license to change”
Capital
BE BRAVE & CHANGE

124. 124
CUSTOMER RELATIONSHIP
ORGANIZATION
MARKET
& COMPETITION
PRODUCT &
BUSINESS MODEL
TRANSFORMATION

125. SUPERCHANGE
SEE
MODEL
UNDERSTAND
PLAN
ENABLE
RUN
SEE
THE CHANGE
UNDERSTAND
THE IMPACT
PLAN
FOR THE FUTURE
ENABLE
YOUR ORGANISATION
FOR CHANGE
RUN
THE CHANGE

126. THANK
YOU
Reach me on:
LinkedIn: @aitorsomers
aitor.somers@scopernia.com