Business Agility and Digital Transformation

WHY BUSINESS AGILITY MATTERS IN DIGITAL
TRANSFORMATION (AND VICE VERSA)
© Copyright National University of Singapore. All Rights Reserved
GOH BOON NAM
12 Jul 2019 / Why Business Agility Matters in Digital Transformation
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1

Agenda
• Digital Transformation
• VUCA & Impact to Digital Transformation
• Business Agility matters to Digital Transformation (due to
VUCA)
• (Vice Versa) Digital Transformation matters to Business Agility
© Copyright National University of Singapore. All Rights Reserved 2

DIGITAL TRANSFORMATION

Digital Transformation –
How transformative must it be?
Digital transformation is the journey of leveraging digital assets and capabilities to
fundamentally rethink and radically redesign an existing business to become a
digital business. Changes may be applied on all or some of these aspects –
• Business model
• Products
• Services
• Market positioning
• Customer experiences
• Partner relationships
• Operations
Not only at the enterprise level, but even more so at the industry level
Image by Nicole Köhler from PixabayImage by klimkin from Pixabay

Digital Transformation – Business Model
What was the business model
then for Apple products?
• B2B (for sales)
• Product sales (one-time
payment)
https://www.laptopmag.com/articles/macbook-pro-2018-keyboard-testedhttps://www.cultofmac.com/484382/tiah-apple-ii-goes-on-sale/ https://www.apple.com/au/shop/buy-iphone/iphone-xs/5.8-inch-display-256gb-gold
What is the business model
now for Apple products?
• B2B and B2C (online and Apple Stores)
• Apple is 4th largest online retailer in US
• https://9to5mac.com/2018/11/17/apple-e-commerce-sales-2018/
• Product sales (one-time payment) and also
subscription model for iPhones (iPhone
Upgrade Program in US)
• https://www.apple.com/shop/iphone/iphone-upgrade-program

Digital Transformation – Products
Digital Product
Transformed by Digital
Non-Digital Product
Transformed by Digital
https://www.amazon.com/Certified-Refurbished-All-new-Generation-improved/dp/B071P72R59
https://store.nike.com/sg/en_gb/product/nike-air-max-97-by-you/?piid=10000274&pbid=597372611https://www.youtube.com/watch?v=25CNwCeoL7Q

Digital Transformation – Services
Old way of getting a ride
https://worldstreets.wordpress.com/2015/04/23/taxi-anonymous/
https://www.grab.com/sg/download/
Digitally transformed way of
getting a ride

Digital Transformation – Market Positioning
How do I differentiate myself
from others?
Digital transformation
for market positioning
31 digital-enabled benefits above the competition
https://www.businessinsider.sg/amazon-prime-benefits-what-is-included/?r=US&IR=T
Home Key Delivery Kit
https://www.amazon.com/b?ie=UTF8&node=17861200011

Digital Transformation – Customer Experiences (1)
The old Netflix
experience
https://edition.cnn.com/2019/04/04/media/netflix-dvd-subscription-mail-trnd/index.html
https://hothardware.com/news/redbox-vs-netflixs-red-envelopes
https://twitter.com/dvdnetflix
Netflix - pioneer in new
Streaming Experience (from 2007)
enabled by Digital
https://www.lifewire.com/delete-netflix-history-4161316

Digital Transformation – Customer Experiences (2)
https://www.youtube.com/watch?v=vDNzTasuYEw
https://www.youtube.com/watch?time_continue=22&v=c-NUbGtAeYU
Looks Nice In the Store –
How About in My Home?
Initiative towards
Digital Transformation -
Provide Better Assurance of
Right Choice Being Made
How do you think that is done?
https://www.yelp.com.sg/biz_photos/ikea-round-rock?select=p9IfeiITRz4vGS19LKH0ng

Digital Transformation – Partner Relationships
New type of partner
only possible with Digital
https://www.youtube.com/watch?v=Up_RPqZZfGk
https://www.youtube.com/watch?v=wcpDvdtqxRc
https://nichesiteproject.com/amazon-affiliate-sites-niche-site-process/
Estimated 22% visits to Amazon
through such referrals
https://blog.geni.us/just-big-amazon-associates-program/
https://affiliate-program.amazon.in/help/topic/t500

Digital Transformation – Operations
https://www.youtube.com/watch?v=-l8gTvuXVkw

Agenda
VUCA)

VUCA & IMPACT TO DIGITAL
TRANSFORMATION

VUCA
• V_ _ _ _ _ _ _ _ _
• U _ _ _ _ _ _ _ _ _ _
• C _ _ _ _ _ _ _ _ _
• A _ _ _ _ _ _ _ _
3© Copyright National University of Singapore. All Rights Reserved
• Volatility
• Uncertainty
• Complexity
• Ambiguity
Scenario:
I am thinking of digitally transforming my company’s mobile workforce
e.g. AR inspection and repair, analytics optimised routing based on GPS tracking etc.
How does VUCA impact my initiative?

Volatility
Original planned device:
Huawei barred from Google
updates: What you need to
know if you own a Huawei or
Honor phone
MAY 20, 2019, 3:53 PM SGT
Next planned device:
https://www.straitstimes.com/tech/huawei-banned-from-google-
updates-what-you-need-to-know-about-the-ban
Japan to restrict tech exports to S.
Korea amid frayed ties
Jul 1, 2019 - 21:20
Volatility: refers to the speed of change
https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6
https://english.kyodonews.net/news/2019/07/45db06dfa456-update2-japan-to-restrict-
tech-exports-to-s-korea.html

Uncertainty
What will happen next?
Uncertainty: refers to the extent to which we can
confidently predict the future
https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6

Complexity
https://www.foreignaffairs.com/articles/2018-09-13/financial-crisis-still-empowering-far-right-populists
The Financial Crisis Is Still
Empowering Far-Right Populists
Trump calls China trade deficit
'horrible' ahead of Asia visit
Trump orders probe of China's
intellectual property practiceshttps://www.reuters.com/article/us-usa-trump-trade-china/trump-orders-probe-of-chinas-intellectual-property-practices-idUSKCN1AU23N
https://www.reuters.com/article/us-usa-trump-trade/trump-calls-china-trade-deficit-horrible-ahead-of-asia-visit-idUSKBN1D15AM?il=0
NOVEMBER 2, 2017
AUGUST 15, 2017
China Puts U.S. Soy Buying on
Hold as Tariff War Escalates
https://www.bloomberg.com/news/articles/2019-05-30/china-puts-u-s-soy-
purchases-on-hold-as-tariff-war-escalates
May 30, 2019
China Raises Threat of Rare-
Earths Cutoff to U.S.https://foreignpolicy.com/2019/05/21/china-raises-threat-of-rare-earth-mineral-cutoff-to-us/
MAY 21, 2019
Subprime Mortgage Crisis, Its
Timeline and Effect
https://www.thebalance.com/subprime-mortgage-crisis-effect-and-timeline-3305745
Complexity: refers to the number of factors
that we need to take into account, their variety
and the relationships between themhttps://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#36d26f4f17d6

Ambiguity
Trump says he will allow Huawei to
buy from US suppliers
Huawei Android ban could still be on as US
government says it’s still blacklisted
https://www.techradar.com/sg/news/huawei-android-ban-could-still-be-on-as-us-government-says-its-still-blacklisted
3 Jul 2019
JUN 29, 2019
Ambiguity: refers to a lack of clarity about how to
interpret something
https://www.straitstimes.com/asia/east-asia/trump-says-will-allow-huawei-to-buy-from-us-suppliers

Agenda
VUCA)

BUSINESS AGILITY MATTERS TO DIGITAL
TRANSFORMATION (DUE TO VUCA)

VUCA
• V_ _ _ _ _ _ _ _ _
• U _ _ _ _ _ _ _ _ _ _
• C _ _ _ _ _ _ _ _ _
• A _ _ _ _ _ _ _ _
• Volatility
• Uncertainty
• Complexity
• Ambiguity
Scenario:
I am thinking of digitally transforming my company’s mobile workforce
e.g. AR inspection, analytics optimised routing based on GPS tracking etc.
How does VUCA impact my initiative?
How to cater for VUCA?
BUSINESS AGILITY
Environment
(PESTEL)
Customer Needs /
Tastes
Competitors

Business Agility
V
U
C
A
“Like water, be gentle and strong. Be
gentle enough to follow the natural paths
of the earth and strong enough to rise up
and reshape the world”
― Br…
― Brenda Peterson
https://www.outsideonline.com/2367261
/grand-canyon-travel-guide
Business Agility:
Ability of an organization to
quickly sense or anticipate
market and business changes
and respond in flexible, timely
and successful ways

Agenda
VUCA)
• (Vice Versa) Digital Transformation matters to Business
Agility

(VICE VERSA) DIGITAL TRANSFORMATION
MATTERS TO BUSINESS AGILITY

Business Agility important to Digital
Transformation – what about vice versa? (1)
https://www.slideshare.net/ppnd/grab-taxi-46368147
http://www.whichtravelapp.
com/grabtaxi-book-taxi/
Grab when it was initially launched
Is this still the home screen now?
Current Home Screen
What’s different now?

Business Agility important to Digital
Transformation – what about vice versa? (2)
Oct 2013 GrabTaxi
Jul 2014 GrabCar
Nov 2016 GrabPay
Dec 2016 GrabShare
Dec 2016 GrabRewards
Mar 2018 eScooter
May 2018 GrabFood
Oct 2018 GrabExpress (Delivery)
Dec 2018 GrabClub (Subscriptions)
Apr 2019 Hotels
Videos
(Trip Planner)
Is Grab Agile?
Does Digital matter
to Grab’s business agility?
YES – how does it
matter/help?
E.g. digital platform gives
flexibility to launch new
businesses

SUMMARY

Summary
• What is it?
• How transformative is it?
• Why VUCA brings challenges to Digital Transformation
• Business Agility matters to Digital Transformation
• Business agility helps to overcome VUCA in Digital
Transformation
• (Vice Versa) Digital Transformation matters to Business
Agility
• In turn, Digital Transformation helps greatly in Business Agility

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Business Agility and Digital Transformation

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