1. La oportunidad de la
digitalización y como
aprovecharla
Antonio Conde
Digital Transformation and IoT Country Leader
CISCO
MESA 1: Oportunidades en la nueva era digital: experiencias en otros
ámbitos de la economía

2. Digital Competition Is Intensifying &
No Industry is safe
*Disruption = Substantial change in market share among incumbents
Market incumbents displaced
37%
Companies actively responding
1 in 4
2.5
4.3
3.7
average
more
companies
at risk
fewer
companies
at risk
CPG & Manufacturing
Hospitality /Travel
Retail
Media & Entertainment
Telecommunications
Financial Services
Education
Healthcare
Technology Products
& Services
Pharmaceuticals
Expected time to disruption*
3 years
Source: Global Center for Digital Business Transformation, 2015
Transport & Logistics
(estimate)
Oil & Gas
Utilities

3. Aging infrastructure
technology risk
Declining revenues…
Load and grid defection
Energy trends – industry under change
Customer sentiment
and expectations
• Operational cost reductions
• Unregulated opportunities
• Merger and acquisition
• Pervasive DER
• Grid modernization
• Increasing grid connectivity
• Cybersecurity
• Regulation evolving
• Mandates for renewables
• Clean power plan
• Prosumers
• Electric vehicles

4. Value at stake

5. Digital transformation is
organizational change using
digital technologies and business
models. It requires:
Challenging assumptions that
delivered past successes
Stress-testing the ways you
deliver value to customers
Changing the organization
itself: operations, culture,
revenue models, and more
What is digital transformation?
Source: Global Center for Digital Business Transformation, | 2015. Based on a survey of 117 retail executives in 13 countries

6. We better move now

7. How well are we doing in Spain?

8. How well are we doing in Spain?

9. Cost Value
• Free / Ultra-low cost
• Buyer aggregation
• Price transparency
• Reverse auctions
• Consumption-based
pricing
$ Experience Value Platform Value
Three Categories of Digital Business Models
• Customer empowerment
• Customization
• Instant gratification
• Reduced friction
• Automation
• Ecosystem
• Crowdsourcing
• Communities
• Digital marketplaces
• Data orchestrator

10. Digital transformation requires new capabilities
Enhance consumer
experiences
Secure operations
and manage risk
Increase worker
productivity
z
Optimize business
operations
Data capabilities

11. Hyper-
awareness
Informed
Decision-
MakingDigital
Business
Agility
Fast
Execution
Digital business
agility enables
companies to
counter and
capitalize on digital
disruption
Hyperawareness
A company’s ability
to detect and monitor
changes in its
business environment
Informed
Decision-Making
A company’s ability to make
the best decision in a given
situation
Fast Execution
A company’s ability
to carry out its plans
quickly and effectively
Digital Business Agility: The Disruptor Advantage
It is not about being number one at specific things,
it’s about being good in a Combined DBA

12. Hyper-
awareness
Informed
Decision-
MakingDigital
Business
Agility
Fast
Execution Dynamic Resources: The ability to acquire,
deploy, manage, and re-allocate resources
(e.g., talent, technology) as business
conditions dictate
Situational Awareness:
The ability to identify changes in an
organization’s internal and external
environments, and to understand which
changes matter
Behavioral Awareness:
The ability to understand how
workers and customers act, what
they think, and what they value
Dynamic Processes:
The ability to rapidly introduce new business
processes and adapt existing business
processes to changing business conditions
Inclusive Decision-making: The ability to
make decisions based on the shared
intelligence that emerges from the
collaboration of disparate individuals and
teams
Augmented Decision-making: The
ability to incorporate data and
analytics into the decision-making
processes across an organization
What Disruptors Do…and Incumbents Don’t

13. Digital transformation journey
Define digital capabilities for
transformation.
Determine impacted metrics and value.
Create a digital business architecture.
Quantify and prove the business value.
Deliver and measure differentiated
outcomes.
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2
3
4
5

14. How is Cisco contributing?
• Country Digital Acceleration (#DIGITALIZA) initiative
 Industry 4.0
 Smart Territories
 Secure and Critical Infra
 Digital Skills & Jobs
• Helping Real Customers
 Campofrio / Ybarra
 Port Aventura/Real Madrid
 Selenta Group
 Torre Europa
• Digital Skills
 NetAcad, Steam Campus, Universities and Bussiness Schools
• Continuous and open Innovation
 Barcelona Co-Innovation Center
 Sevilla Futura