Digital Disruption - Artevelde University College Ghent - International week april 2015

International Days 2015: Digital Disruption
Innovation and concepting in a digital world that leads to new business development
Artevelde University College Ghent april 2015
Ayman van Bregt digital strategist International Days 2015

About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
getting new customer insights.
Co-founder Dutch Social Media Academy (NSMA)
Learning Course developer NIMA Online Marketer program
(ICM Opleidingen & Trainingen
Slides: bit.ly/artevelde-digital-disruption

Agenda
01
02
03
Shifts in business, media and behavior
Digital disruption examples
Models for digital disruption
04
05
Tips for digital disruption
Q & A

Source: https://ﬂic.kr/p/dhxrTE
Context ﬁrst

Deﬁning digital disruption
What is digital disruption?
Digital disruption
Digital disruption is the change
that occurs when new digital
technologies and business models
affect the value proposition of
existing goods and services.

Deﬁning innovation, concepting and new business development
Digital disruption: Innovation and concepting in a digital world that leads to new business development
Innovation
Innovation is a new idea, more
effective device or process. It
applies a better solution that meet
new requirements, inarticulated
needs, or existing market needs.
Concepting
An idea of something formed
by mentally combining all its
characteristics creating
value as a construct for
business.
New business development
New business development
concerns all the activities involved
in realizing new business
opportunities, including product
or service design, business model
design, and marketing.
t

SHIFTS EXAMPLES MODELS TIPS Q&A
Shifts in business, media and behavior
“People who bet against the Internet, who think that somehow this change is just a generational shift, miss
that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the
end user, and that end user is going to use them.” - Eric Schmidt

Source: https://ﬂic.kr/p/ffeAdk
Agricultural economy used technology to ease work

Source: https://ﬂic.kr/p/cYNcbY
Industrial economy used technology to scale production

Source: https://ﬂic.kr/p/r2Xwfs
Information economy used technology to digitize

Source: https://ﬂic.kr/p/fz1Usj
Experience economy used technology to provide more service

Source: KPCB Internet Trends 2013 www.kpcb.com/ﬁle/kpcb-internet-trends-2013

Source: postnl.nl

Source: http://www.emerce.nl/nieuws/belgi-passeert-nederland-ecommerce-ranglijst

Source: Active buyers on e-commerce marketplaces http://uk.businessinsider.com/the-most-popular-marketplaces-to-buy-stuff-online-2015-4

Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X

Source: KPCB Internet Trends 2014 www.kpcb.com/ﬁle/kpcb-internet-trends-2014

Shifts in business because of digital disruption
In 2015, Uber, the world’s largest taxi company, owns no
vehicles. Facebook, the world’s most popular media owner,
creates no content. Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest accommodation
provider, owns no real estate. Something interesting is
happening.
Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/

Source: https://www.macroaxis.com
Ayman van Bregt digitaal strateeg International Days 2015

Source: Best global brands 2014 - Interbrand http://www.bestglobalbrands.com/2014/ranking/
Ayman van Bregt digitaal strateeg International Days 2015

Shift in business because of digital disruption
Shorter lifespan and more uncertainties;
Technology one of the most important drivers for business;
Simplifying supply chains;
Bron: http://blogs-images.forbes.com/learnvest/ﬁles/2014/06/behavior-change-expert-questions.jpg
01
02
03
Focus on communities and platforms.04

Source: http://joyerickson.wordpress.com/2011/06/15/chatting-with-friends-over-dinner-from-mssc/

Source: http://antranik.org/wp-content/uploads/2013/11/technology.jpg?900771

Source: http://i.imgur.com/xyr0x.jpg

Source: https://ﬂic.kr/p/8w5ywj

Media consumption back in the days
Media attributes of the past
Lineair;
Location speciﬁc;
Limited possibilities;
Passive.
Source: http://ﬂic.kr/p/8w5ywj
01
02
03
04

Source: http://youtu.be/8JenAyMmZ68

Media consumption nowadays
Media attributes of the current
Nonlineair;
Not location specific;
Indefinite possibilities;
Active and/or passive, you are connected.
Source: flic.kr/p/8nNBUK
01
02
03
04

Source: http://visual.ly/reaching-50-million-users

Source: TV vs. broadband http://uk.businessinsider.com/top-cable-companies-report-more-internet-subscribers-fewer-tv-customers-2015-4

Source: Netﬂix subscribers (global) http://uk.businessinsider.com/netﬂix-subscriber-growth-in-q1-2015-2015-4

Source: https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
Media consumption research
Average adult’s daily media and ad exposure
01
02
03
Average number of advertisement and brand
exposures per day per person: 5,000+;
04
Average number of “ads only” exposures per
day: 362;
Average number of “ads only” noted per day:
153;
Average number of “ads only” that we have
some awareness of per day: 86;
05
Average number of “ads only” that made an
impression (engagement): 12.

Source: http://www.washingtonpost.com/blogs/innovations/post/about-those-2005-and-2013-photos-of-the-crowds-in-st-peters-square/
2013/03/14/aaf1067a-8cf9-11e2-9f54-f3fdd70acad2_blog.html

Source: http://www.businessinsider.com/mobile-is-growing-2013-11

Source: Messaging apps vs. social networks (Facebook) http://uk.businessinsider.com/facebook-dominates-online-communication-2015-4

Source: Facebook daily active users (global) http://uk.businessinsider.com/facebook-daily-active-users-q4-2014-2015-1

Source: Business Insider Internet of Things (IoT) growth http://uk.businessinsider.com/how-the-internet-of-things-market-will-grow-2014-10

Shift in media because of digital disruption
Media abundance;
Mobile is one of the most important screens;
Remaining visibility is the biggest challenge for companies
and brands.
Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/
01
02
03

Source: http://www.express.co.uk/comment/columnists/peter-hill/374261/Smart-phones-lead-to-dumb-people

Source: https://hbr.org/2013/01/how-people-really-use-mobile

Source: Messaging apps vs. average apps http://uk.businessinsider.com/why-companies-pour-billions-of-dollars-into-messaging-apps-2015-3

Source: WhatsApp monthly active users http://uk.businessinsider.com/whatsapp-passes-800-million-monthly-active-users-2015-4

Source: https://twitter.com/cap0w/status/431176293590106112

Source: http://edition.cnn.com/2014/09/15/world/asia/china-cellphone-sidewalk/

Shift in behavior because of digital disruption
FOMO: Fear of missing out
Nomophobia: No-mobile-phone phobia
Infobesity: Information overload
Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior
01
02
03

Digital disruption examples
“A disruptive innovation is a technologically simple innovation in the form of a product, service, or business
model that takes root in a tier of the market that is unattractive to the established leaders in an industry.” 
- Clayton Christensen

Digital disruption - Food delivery and restaurant industry
Take Eat Easy disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
Source: http://www.tripadvisor.co.uk/ Source: http://www.lamula.fr/wp-content/uploads/2015/04/take-eat-easy.png

Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital disruption - Food delivery and restaurant industry
Take Eat Easy disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
01
02
03
Combining logistics and online food ordering;
04
Community by uniting supply and demand;
Personalisation and choice (recommendation
engine based on ingredients);
Focus on customer service;
05 Realtime insights (food tracking, delivery time).

Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
Source: http://hotellucystar.ro/en/booking/ Source: http://kevinwarnock.com/2011/07/30/

Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
01
02
03
Selling spare rooms instead of owning hotels;
04
Community by uniting supply and demand;
Personalisation and choice;
Extra services available;
05 AirBnB business ecosystem.

Digital disruption - Healthcare insurance industry
@Zorgadvies disrupting the healthcare insurance industry by offering a support via Twitter
Source: http://www.zorgverzekeraars.nu Source: https://twitter.com/zorgadvies

Digital disruption - Healthcare insurance industry
@Zorgadvies disrupting the healthcare insurance industry by offering a support via Twitter
01
02
03
Delivering information and support to
customers on their own platform;
04
Demand driven;
Personalisation and choice;
Service after ofﬁce hours;
05 Provider independent.

Models for digital disruption
“The reason why it is so difﬁcult for existing ﬁrms to capitalize on disruptive innovations is that their processes
and their business model that make them good at the existing business actually make them bad at
competing for the disruption.” - Clayton Christensen

Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy

Source: Collaborative Economy Honeycomb https://ﬂic.kr/p/qgyx9P

Source: http://www.web-strategist.com/blog/2014/05/05/framework-collaborative-economy-honeycomb-osfest14/
Honeycomb
Digital disruption by tapping into the collaborative economy
01
02
Societal drivers; desire to connect, sustainable
mindset, population increase.
Economic drivers; ﬁnancial climate, untapped
idle resources, startups heavily funded.
03
Technology enablers: internet of everything,
mobile technologies, social networks.

Source: Digital Transformation Altimeter Group Altimetergroupdigitaltransformation.com

Source: Altimetergroupdigitaltransformation.com
Digital transformation
Why and how companies are investing in new business models to lead digital customer experiences
01
02
03
Role of the change agent;
Updated vision;
Executive support.

Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
01
02
03
Holistic CX focus;
04
Culture of innovation;
Data integration;
Internal collaboration;
05 “Digital-ﬁrst” mindset.

Source: Altimetergroupdigitaltransformation.com
01
02
03
Center of excellence;
Organizational structure;
IT Partnership.

Tips for digital disruption
“Management is the opportunity to help people become better people. Practiced that way, it's a magniﬁcent
profession.” - Clayton Christensen

Tips for digital disruption: McKinsey’s insights
Digital disruption: Six consumer trends and what businesses need to do now
Stay close to users by investing in customer insights;
Build a competitive edge with deep analytic skills;
Make business models more robust to reﬂect
consumer diversity;
Ensure investments are clearly aligned with
consumer shifts.
Source: http://www.mckinseyonmarketingandsales.com/digital-disruption-evolving-usage-and-the-new-value-chain
01
02
03
04

Tips for digital disruption: Unbundling
Microservices that provide personal experiences
Unbundle packaged offerings;
Use technology to give customers more
choice and control;
Create ﬂexible revenue models (only pay for
what you use);
Manage expectations well and provide a great
customer experience and customer service.
Source: https://susannye.ﬁles.wordpress.com/2011/04/asparagus_04.jpg
01
02
03
04

Tips for digital disruption: The Innovators’ DNA
Mastering the Five Skills of Disruptive Innovators
Associating (linking ideas that aren’t obviously related);
Questioning (questions that challenge the status quo);
Observing (observing how things work and what doesn’t
work);
Networking (meet people with different backgrounds and
perspectives to extend your knowledge);
Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/
01
02
03
04
Experimenting (trying out new experiences with the world
as your laboratory).
05

T-shaped People
People needed for digital transformation
Source: Econsultancy The context for digital transformation http://bit.ly/digital-transformation-econsultancy
01
T-shaped people are deﬁned as those who have a strong
vertical expertise but also wider knowledge or empathy
for other digital disciplines. This is not to say that vertical
expertise is less important, but more that when this is
combined with that wider understanding it is increasingly
valuable in appreciating the wider context of specialist
work, identifying opportunities for greater collaboration or
efﬁciencies, and seeing the bigger picture.

Source: Econsultancy The context for digital transformation skills http://bit.ly/digital-transformation-econsultancy

Q&A
“Question everything.” - Maria Mitchell

From pushing to attracting
Digital paradigm shift
Fundamental changes because of digital disruption

From interrupting to inviting

From unfocused (ignorance) to focused

From control to controlless

From avoiding risk to managing risk

From disjointed
(customer) experiences
to seamless 
(customer) experiences

Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency

‘The difference between helping and selling is just two letters. But those two letters are
critically important to the success of business today.’ - Jay Baer

Contact
ayman@gamechange.rs
+31 6 41 383 525
Creates meaningful digital customer experiences for companies
http://about.me/aymanvanbregt
Ayman van Bregt digital strategist aymanvanbregt

Digital Disruption - Artevelde University College Ghent - International week april 2015

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