The document discusses the need for organizations to undergo digital transformation in order to remain relevant. It argues that digital strategies can no longer be marketing-centric and must have business-wide impact. Organizations that do not fundamentally transform their business models and operations through digital means risk becoming irrelevant. The document outlines several themes related to digital transformation, including harnessing customer service and crowd sourcing, adopting new revenue models, empowering employees through mobile technology, and leveraging the internet of things and big data. It emphasizes that digital transformation is an imperative rather than a choice and that those who do not innovate will fall behind.
4. IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN
E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,
THEN THINK AGAIN.
WE PROMISE YOU THAT WON'T WORK...
YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT
RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE
AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE
REARRANGEMENT THAT WILL INEVITABLY OCCUR.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
5. A CHANGE THAT IS NO LONGER A CHOICE BUT AN IMPERATIVE
8. BUT DON’T TAKE IT FROM US…
What is the biggest threat that digital presents to your business?
9. THE GOOD NEWS IS THAT THERE IS LIGHT AT THE END OF THE TUNNEL,
WE JUST NEED TO BE IN THAT FIRST 15% OF INNOVATORS AND ADOPTERS!
10. AND BEING WITH US HERE TODAY…
IS A GOOD START TO YOUR JOURNEY
11. DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES
OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY
ENHANCE AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’
TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE
DIGITAL TRANSFORMATION
12. WE’RE GOING TO EXPLORE 5 KEY THEMES
1. Customer service, the missing link
2. Harnessing the wisdom of crowds
3. New money models
4. The corporate tricorder
5. The Internet of things, and big data
15. MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA
IT MUST FOCUS ON AIDA AND ITS REFLECTION
The AIDA reflection | Mark Sherwin, Precedent 2013
AWARENESS
INTEREST
DESIRE
ADVOCACY
INVOLVEMENT
DELIVERY
ACTION
54. ‘THE INTERNET OF THINGS ISN’T WI-FI FRIDGES AND DEVICES WITH
BOLT ON CONNECTIVITY: IT’S TINY, CHEAP SENSORS THAT WILL
BRING EVERYDAY OBJECTS TO THE NETWORK – IN THEIR BILLIONS’
‘BY STRAPPING A RECEIVING COMPUTER TO THE SIDE OF IT, THE
INTERNET FRIDGE BRINGS THE INTERNET TO THE DEVICE. BY
CONNECTING TRANSMITTING SENSORS TO THE NETWORK, THE
INTERNET OF THINGS BRINGS THE DEVICE TO THE INTERNET.’
BEN HAMMERSLEY | WIRED, 2013
NOT A FRIDGE WITH AN IPAD STRAPPED TO IT…
56. IT USED TO BE THAT EVERY CHILD DREAMT OF HAVING THEIR OWN ROBOT
57. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD
ACROSS A DIVERSE RANGE OF ‘THINGS’
58. Beecham Research`s Connected Devices Sector Map | http://beechamresearch.com/article.aspx?id=4
CONNECTIVITY AND DIGITAL CAPABILITY WILL BECOME STANDARD
ACROSS A DIVERSE RANGE OF ‘THINGS’
59. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS
60. THIS CREATES HUGE OPPORTUNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
61. THIS CREATES HUGE OPPORTUNNITY FOR NEW MULTI-INPUT,
MULTI-OUTPUT DIGITAL INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013
62.
63. THIS CAN LEAD TO INNOVATIVE NEW APPROACHES TO CUSTOMER
INSIGHT, AND PRODUCT AND SERVICE DESIGN
Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
64. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS
TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
65. OVER TO YOU…
How could the connectivity of devices, or the big data derived from these
devices create new business value for you?
68. DIGITAL MUST MOVE FROM A MARKETING FUNCTION
TO A BUSINESS-WIDE IMPERATIVE
Daring to be Digital | Adrian Porter, Head of Strategic Research, Precedent 2013
69. WHILST SOME MAY APPOINT A CHIEF DIGITAL OFFICER,
MOST MUST CHANGE FROM WITHIN. A DIGITAL HERO IS REQUIRED
70. MOST EXECUTIVES DON’T USE SOCIAL NETWORKS OR SMART PHONES.
MANY DON’T EVEN READ THEIR OWN EMAIL.
SO TRYING TO CONVINCE DECISION MAKERS THAT THIS IS A WAR
FOUGHT ON THE BATTLEGROUND OF TECHNOLOGY IS IN AND OF
ITSELF FIGHTING A LOSING BATTLE.
BRIAN SOLIS | WHAT’S THE FUTURE OF BUSINESS, 2013
WHILST SENIOR MANAGEMENT MAY SUPPORT CHANGE
THEY MAY TO BE THE ONES TO DRIVE THE CHANGE.
71. DIGITAL TRANSFORMATION MUST INTERLINK
WITH ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
72. AND TO GATHER SUPPORT IT MUST
DELIVER TO ALL PARTS OF THE BUSINESS
Digital Transformation | Adrian Porter, Head of Strategic Research, Precedent 2013
73. GENERATE IDEAS AND LOOK FOR THOSE IDEAS
THAT IMPACT ACROSS ORGANISATIONAL GOALS
74. AVOID STARTING WITH A HUGE TECHNOLOGY SOLUTION
INSTEAD LOOK FOR SMALL CHANGES THAT CAN DELIVER BIG IMPACTS
75. WE NEED TO DELIVER RECOGNISABLE AND MEASUREABLE BUSINESS VALUE EVERY
THREE TO FIVE MONTHS. THAT IS IMPERITIVE, OTHERWISE WE LOSE CREDIBILITY
AND TRUST.
Claes Mansson | Director, ICT Strategic Investment Programme , Monash University, 2013
UNDERSTAND HOW YOU WILL MEASURE BUSINESS VALUE
ESTABLISH BASELINES, CONSTANTLY MEASURE, OPTIMISE AND EVOLVE
76. NARRATING THE STORIES IS CRUCIAL
TO GATHERING SUPPORT FOR BIGGER CHANGE
Creating engaging online experiences for ACI ‘s customers, James Downes, UX Director, Precedent 2012
77. SO LET’S SAY YOU ARE OUR HERO…
WHAT’S THE JOURNEY GOING TO FEEL LIKE?
78. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTION
You see the need for change.
You feel as if more can be done.
You’re not sure its your responsibility and the
opportunity is bigger than you envisioned.
You question your calling.
Perhaps you refuse it.
Then you meet others who will empower
you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013
79. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATION
Change is met with hardship.
It’s unavoidable.
You start to feel the discomfort from leaving
your comfort zone.
Obstacles will arise; budget constraints,
politics, scepticism, tunnel vision, blatant
ignorance.
Stay true stay focused.
Your customers and employees are anxious
for you to succeed.
What’s the Future of Business | Brian Solis, 2013
80. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATION
Buzz and excitement permeates the halls of
your business.
Employees hear about what you are trying to
do, they enquire how to be part of it or how
soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and
processes. This sets the stage for how people,
teams, philosophies, and technology will
support the transformation.
It’s always darkest before dawn. There will be
pushback, more and more challenges.
Keep the team strong, you’ve come too far for
that.
What’s the Future of Business | Brian Solis, 2013
81. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATION
To call this the last stage is misleading.
Transformation is continual, it becomes part
of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people
inside and outside of the organisation are
noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your
journey is just beginning.
What’s the Future of Business | Brian Solis, 2013
82. SO OVER TO YOU ONE LAST TIME…
How will you start your Hero’s Journey?
83. THE INTERNET IS AMONG THE FEW THINGS HUMANS HAVE BUILT THAT THEY
DON’T TRULY UNDERSTAND. IT IS THE LARGEST EXPERIMENT INVOLVING
ANARCHY IN HISTORY.
AS GLOBAL CONNECTIVITY CONTINUES ITS UNPRECEDENTED ADVANCE. MANY
OLD INSTITUTIONS AND HIERACHIES WILL HAVE TO ADAPT OR RISK BECOMING
OBSOLETE.
THE STUGGLES WE SEE TODAY IN MANY BUSINESSES, ARE EXAMPLES OF THE
DRAMATIC SHIFT FOR SOCIETY THAT LIES AHEAD.
AND WE’VE BARELY LEFT THE STARTING BLOCKS.
Eric Schmidt & Jared Cohen | The New Digital Age, 2013
84. WE SHOULD ALL BE CONCERNED ABOUT
THE FUTURE BECAUSE WE WILL ALL HAVE
TO SPEND THE REST OF OUR LIVES THERE.
Charles F. Kettering, American inventor and businessman
Notas del editor
Housekeeping.We have a presentation today to run through with you, but we want it to be interactive so during several points we’ll stop and ask you some questions to spark some discussions. Whilst we’re the digital agency, it’s through proper partnership with our clients are we able to drive the digital transformation agenda through, as we learn from you too.So, we’ve been talking about using digital for business benefit rather than just a marketing tool for a long time, andnow as a concept it is really taking off, which is exciting, but the risk of not elevating this to board level decisions creates potentially dangerous operating models for those who don’t do it quickly enough.
Digital used to mean a desktop computer and a website for marketing purposes, But now, to truly take advantage of digital is to ingrain it in your organisations DNA, to have business-wide impact.In order to be transformational, an organisation’s digital agenda must be owned in the boardroom as a fundamental part of the corporate vision and strategy.If transformation is successful in delivering an exemplary user experience, or a unique product or service, then marketers can begin to spread the wordto target audiences using their own complementary marketing strategy, integrated with the broader vision.
The risks?Not adopting a business-centric view of the web is obvious. I put together a graveyard slide of companies in Australia and globally who have been too slow to react to using digital, and have been overtaken by the competition.Obviously these are retails organisations – often the first sector to get hit by changing business models and digital has disrupted – we’re seeing it across the education sectorDoes anyone have any examples from their own sectors that they can think of?
However, the transformational nature of digital isn’t anything new – Mary McCarthy for one has been talking about it for well over a decade, and this quote here sums it up perfectlyIF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON ANE-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,THEN THINK AGAIN. WE PROMISE YOU THAT WON'T WORK...YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE REARRANGEMENT THAT WILL INEVITABLY OCCUR.
However, it is not now a case of ‘should my organisation head down this road’ – it’s an imperative
It used to be a perfectly viable strategy to let others innovate and take on the risks associated, and for your organisation to still comfortably in the late majority, and even the laggards could have a viable business.However, in the digital age we would argue that this isn’t a viable strategy anymore, and that adoption looks more like this…
And anyone who now thinks they can still hang around in the late majority and laggards section will end up on that graveyard slide.
Throwing it back over to you guys here, just shout out if there’s any threat that digital presents to your business?
However, it’s not all doom and gloom, there is light at the end of the tunnel, we just need to be in that first 15% of innovators and adopters.
Good news is…
So today we’re going to explore what it means to achieve digital transformation.Wikipedia define it as the third stage of embracing digital technologiesDigital competenceDigital literacyDigital transformationIn a nutshell, digital transformation means digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional
Does anyone know what the tricorder is? If you do, please save it until later on in the session
First stumbling block in moving from digital strategy to digital transformation
The traditional marketing model, funnelling people through to action, is no longer sufficient. Delivery: How is the product or service being delivered to the individual and how can online improve thisInvolvement: Are you actively seeking to involve the customer through post purchase/action engagement such as asking for ratings/reviews, or providing value added servicesAdvocacy: How can you turn satisfied customers into online advocates for your brand
Unexpected example of the reflection.Aggressive sales – low expectation of high quality customer service
Good email commspre and post purchase. Value added through providing relevant, tailored information
Tailored, intuitive platform.Ease of use with multiple routes to make the referral. Clear, substantial reward. Request for review – linked but not mandatory – encourages feeling of mutual give and take
Excellent online advocacy used on marketing site – volume of positive reviews enables a loop with advocacy feeding back into awareness
Its so easy to get this wrong…Love film and other internet successes have been instrumental in the downfall of less nimble business like blockbuster, Seamless experience throughout, easy management of system through an intuitive interface, flexible subscriptions – even the option to have a payment holiday at the press of a button.But the fail comes when they make it hard to leave – with no option for online cancellation of an accountForcing you to phone an aggressive retention teamHard to leave = less inclined to rejoin.If a company allows online joining, it has to allow online cancellation.
Yorkshire building society + Synthetix to provide valuable technology enabled customer serviceReplaced search with instant entry into smart FAQs
Synthetix work with their clients to create FAQ’s which are auto populated when entering a search term
Wherever an answer isn’t available, it records and feeds this back, allowing continual improvementFurther than that, to enhance the customer journey it connects you to a real person who knows what you are searching for and what info you have already seen, so you don’t have to start from scratch again.This is resulting in stats like20% reduction in calls to call centres40% reduction in email enquiryThis frees up operational budget – meaning this doesn’t and shouldn’t be paid for by marketing – its real digital transformation.
IBM super computer WatsonFamouslydefeated 2 jeopardy champions live on TV in 2011 - demonstrating novel capabilities in understanding natural languageNow focusing on customer service – giving it commercial purposeIn finance 96% customers think banks don’t understand customer experienceThough use of natural language processing, hypothesis generation and evaluation and evidence based learning and of course the data an institution holds on itself and its customersWatson will provide the next generation of online customer service agent delivering fast, evidence based responses. A natural conversation with an artificial helper – responding uniquely to each question. Being rolled out by ANZ bank.We can’t all afford a super computer, but what happens on a super computer one day is commonplace the next. And back in 2011 when Watson won jeopardy, there was one physical Watson, whereas now it is being replicated for each use case across the cloud.
Moving on a step from Customer Service – What can the public do for you?
This is nothing new
GoldCorp had owned the rights to the mine at red lake ontario for over 50 yearsCouldn’t find the goldMade the radical decision to crowd source by making their data publicGave out 400 megabytes of data and a $575 thousand prize fundExpected responses from elsewhere in the industry – got them from unexpected sources such as mathematicians, military offices, even new graduatesContestants identified 110 sites for potential targetsOf which 50% were new to GoldcorpOf those 80% yielded substantial quantities of goldTurning Goldcorp from a $100 million to a $9 billion company.
Crowd sourced funding is nothing newThe first black man to become American president also revolutionised campaign funding with crowd sourced micropayments
But you don’t need to be Barak Obama to crowd source funding these days – whether it’s the latest tech start-up, or a group of superfans wanting to put the tardis in space, tools like kickstarter allow crowd sourced funding for anything and everything.
Taking crowd sourcing even furtherCompanies like Mechanical Turk and Giff GaffCrowd sourcing of the operational running of their businessRun by membersGain rewards by answering customer service questions, recruiting new customers, implementing marketing etc
Tightening the loop of customer services and marketing Crowd sourcing has the power to turn customers and advocates into stakeholders.
Crowd sourcing – doesn’t hurt to start at homeRedesigning intranets from unused tomes to tools for social business – that’s probably a whole seminar for itself…Imagine if you could harness the knowledge, experience and ideas of your employees to help solve the challenges you and your clients face
But for now…5 mins chat: intro you company and think about ideas as a groupShare ideas with group
So, new money models.people are getting used to online commerce and one of the key outputs of this is the increased level of granularity, and flexibility of payment options – this is what they now expect.
So we use Act as our CRM in UK. This is based on a product lifecycle model which means that typically the vendor invests heavily in a new version, they sell this hard and then can sit on their laurels. Moving to a product like Salesforce, which we use over here in Australia, uses a subscription model. With a subscription model, the customer needs to be constantly delighted as it becomes much more frictionless to move and they haven’t made massive up front financial commitments, and as a result this is forcing organisations to shift from product orientation to customer orientation. This is becoming the users accepted mental model – purchasing services rather than products and expecting constant improvement and support.
The CIM should have been the organisation delivering digital leadership in UK. Our colleague Mark Sherwin was running talks on what digital should mean for businesses as early as 1998 for CIM. However they had a walled garden approach. Their site told people about all the wonderful resources they had but these were only available to members at a premium membership price. E-consultancy came from no where – started less than a decade ago as a free blog, they started offering reports and as the value of these was recognised starting they started to adapt their business model.For only a small amount more than a single report you could become a member.This subscription model, with a permeable pay wall and the ability for customers to slowly build loyalty has resulted in a powerhouse that has trumped CIM in the digital arena – so much so that you can now do a degree with e-consultancy – run by Manchester Met Uni the brand power of e-consultancy means customers would rather purchase as part of e-consultancy than they would from the traditional educational institution
Another example here is for the British Dental Association.We recently redesigned membership renewal site for them. Now the BDA have moved from their old model where which dentistry school you went to and how many years of practice determined premium by which you had to pay. From the user experience work that was done to understand the audience types better and identify pain points in the process, understanding the customer through this digital process has meant that the BDA has redesigned its membership model to 3 levels of flexible options starting with an online only membership offer, rising to something more similar to original membership – then a premium which charges more for the high value services, allowing users to change annually.
A good example of granular and flexible payment models is something I’m sure most of you are familiar with – buying music.A decade ago the choice was album or single. Now users can try before they buy, download whole albums, cherry pick tracks, or indeed subscribe to a service like Spotify or Napster to get single price access to all music. These expectations are starting to form customer expectations and they will demand similar in all aspects of their dealings with organisations.
Rose talked about Kickstarter earlier, and it’s not just making money that’s granular, it’s sourcing funding as well.We’re working with a similar firm called Sponsorcraft with the University of Southampton – their twist is crowdfunding for the education sector.It can raise funding for everything from a research project, to new facilities, or a student show. Much more engaging and relevant than previous funding approaches asking users to basically stick $30 into a $10 million project fund.
Lovely illustration showing the evolution of hand held technologiesWith all these capabilities now existing in the smartphone
This is the tricorder. Startrek. Communications. Health diagnosis and healing. Transportation. The iphone does all of this with advanced comms, and apps for anything and everything inc health and lifestyle, and of course hailing a taxi.Most firms now have a smartphne enabled workforce – think of the opportunities this could bring.
In our London office we are running out of desks. There is now an hot desking app. Tell it when you are in, and who you would like to sit with. It does the rest.
There is a huge range of opportunity for a mobile enabled workforce. In the UK traffic wardens are taking mobile payments – good for the wardens, bad for the drivers
Environment agency, data being pulled in to show previous flooding damage areas so hotspots can be identified
Lemon card connects with accounting software to automatically manage expenses
And there are a wide range of applications for this sort of technology. In the UK busy city centre pubs are solving the Friday rush for the bar by bringing the bar to the tables.
Tesco, a major UK supermarket, recognised the value of mobile in bringing the product to the consumer in South Korea.
And wearable technology has the capability to transform lives
You can gain competitive advantage through this understanding in any sector
Everything we’ve covered so far should be on the immediate agenda of any organisation not wanting to be left behind in the digital ageBut now lets thing about some more aspirational issues, something for the roadmap perhaps
There was an early misconception that the internet of things was a device with an integrated web interface
So, as I mentioned earlier, digital used to = a desktop computerNow, the smallest wireless receiver in the world is the size of just a match-headThe internet of things is really about the emergence of simple devices like raspberry pi, which means digital = everywhere, everythingAnd it’s the ability to use and manipulate the internet of things is in the hands of the everyman
It used to be that every child wanted their own robotNow every child can make their own robotPlay video to batteryFunding for the brick pi, untethers it from the mains, and uses legotechnixs to create a robot
Digital is now part of everything, and everything can have the ability to collect, and share dataHighly suggest looking at the model from this research that Beecham have recently come out with, which unpacks use cases in all sectorsInputs and outputs from all industry sectors, from construction to healthcare to securityNot going to go through this as it would take a while, so…
Lets consider a familiar sector – consumer and home goods.
No one enjoys being woken by an alarm clock
But imagine you awake at the ideal moment in your sleep cycleambient lighting, the smell of freshly brewed coffee, and the sound of your favourite musicWith precisely the right amount of time needed to get to the office ready for a big meetingWell, this will happen because: there can be sleep sensors in your bed, monitoring your sleep cycle which iswirelessly connected to your calendar,Which has cross referenced the time you need to get to the office with your GPS against expected traffic patternsAll to determine when to wake you.The sensor has also alerted your automatic coffee machine, ambient lighting system and wireless sound system to co-ordinate the perfect start to the dayWhat’s exciting is that all this technology already exists – its just a case of linking it up
So I read an article over the weekend and I thought I’ve got to drop this in as an example of the internet of things, and wearable tech possibly going a bit too far
A researcher and professor of computer science at National Taiwan University, has been inspired to apply computer science to oral hygiene by his daughter, who saw a dentist regularly for cavities. He’s created a tooth sensor which could possible monitor her teeth brushing.The tooth sensor, however, goes directly in the mouth. When theytested the system by embedding the sensor (which works by employing accelerometers) on eight volunteers’ molars, they found that the tool classified subjects’ behavior (coughing, drinking, chewing, or talking) with up to 94% accuracy. So the sensor could be connected with Bluetooth, for example, and people could have a no-cheat system of monitoring their diet through a health app on their phones. Or, maybe the sensor could hold a person looking to quit smoking responsible for a sneaky cigarette.All this isvery well and good, but the development of wearable computing also raises an important question: If third-party trackers and marketers have access to personal health data through mobile apps, what happens when your oral habit data is up for grabs? As that data gets more and more specific (or, optimized, as others might argue), it also gets increasingly creepier to realize your information is potentially beyond a comfortable level of personal control.
However, slightly less creepy is how big data could be used for customer insight, and to improve product and service design.Orange ran a competition, releasing anoymous data on 2.5 million call records from the Ivory CoastOne of the teams who took up the challenge, were a group of IBM researchers, who focused on Data in Abidjan – Ivory Coast’s largest cityThey analysed when and where people were using the bus networkSpotted gaps to identify two new routes neededFound that they could reduce the average journey time by 10% for bus commuters - all done within one month
However, big data is really a mis-noma – its about mass, micro data.How that data is analysed and used is where the big opportunities lie – the data is there, you just need to work out what to do with it
You can gain competitive advantage through this understanding in any sector
So what does it mean to implement digital transformation?
The digital project must become inheretly linked to your business strategy, seen as a key enabling channel
And it must be lead by someone
Your can’t expect it to be lead by a traditional board
You need to show value to leadership in all areas of the business
You can gain competitive advantage through this understanding in any sector
And the best ideas are ones which show value for multiple business areas
It may seem daunting, but you can start small. UK govt, UX improvement for online tax form
MNo
You can gain competitive advantage through this understanding in any sector
MNo
You can gain competitive advantage through this understanding in any sector
You can gain competitive advantage through this understanding in any sector
You can gain competitive advantage through this understanding in any sector
You can gain competitive advantage through this understanding in any sector
You can gain competitive advantage through this understanding in any sector