The term ‘digital transformation’ has been used to
describe anything from creating a fully responsive
mobile website to developing a social media strategy,
but in reality true transformation needs to involve
much more than just the end product.
Digital Transformation is Confusing – What Exactly Is It?
Digital Transformation is Confusing – Who Drives It?
Digital Transformation is Confusing - So Many Decisions
Do we need
What is the
do we need?
will it cost?
How do we
will it take?
• Business Innovation
• User Experience
• Digital Experience
• Digital Strategy
• Digital Marketing
• Digital Disruption
• Disruptive Innovation
• Disruptive Technologies
• Business innovation is an organization's process for introducing new
ideas, workflows, methodologies, services or products.
• Business innovation should enable the achievement of goals across
the entire organization, with sights set on accomplishing core
business aims and initiatives.
• Innovation often begins with idea generation, wherein ideas are
narrowed down during brainstorming sessions after which leaders
consider the business viability, feasibility and desirability of each
• User experience (UX) refers to a person's emotions and attitudes
about using a particular product, system or service.
• It includes the practical, experiential, affective, meaningful and
valuable aspects of human–computer interaction and product
• Additionally, it includes a person’s perceptions of system aspects
such as utility, ease of use and efficiency.
• User experience may be considered subjective in nature to the
degree that it is about individual perception and thought with
respect to the system.
• A digital experience is the way in which a user interacts with content
on the web and how a user can achieve a goal on the web.
• Digital experience not only means reading and consuming content
but interacting with web content.
• A good digital experience is when a user feels connected to the
content and tools that they use on the web. Also, nowadays digital
experiences are spread across a multitude of devices and platforms.
• A digital strategy is a form of strategic management and a business
answer or response to a digital question, often best addressed as part
of an overall business strategy.
• A digital strategy is often characterized by the application of new
technologies to existing business activityand/or a focus on the
enablement of new digital capabilities to their business.
• Formulation often includes the process of specifying an organization's
vision, goals, opportunities and related activities in order to maximize
the business benefits of digital initiatives to an organization.
• Digital marketing is an umbrella term for the marketing of products or
services using digital technologies, mainly on the Internet, but also
including mobile phones, display advertising, and any other digital
• The way in which digital marketing has developed since the 1990s
and 2000s has changed the way brands and businesses utilize
technology and digital marketing for their marketing.
• Digital marketing campaigns are becoming more prevalent as well as
efficient, as digital platforms are increasingly incorporated into
marketing plans and everyday life, and as people use digital devices
instead of going to physical shops.
• Digital disruption is the change that occurs when new
digital technologies and business models affect the value proposition
of existing goods and services.
• The rapid increase in the use of of mobile devices for personal use and
work, has increased the potential for digital disruption across many
• A powerful example is the way Amazon, Netflix and Hulu Plus have
disrupted the media and entertainment industries by changing how
content is accessed by customers and monetized by advertisers.
• A disruptive innovation is an innovation that creates a new market and
value network and eventually disrupts an existing market and value
network, displacing established market leading firms, products and
• Not all innovations are disruptive, even if they are revolutionary. For
example, the first automobiles in the late 19th century were not a
disruptive innovation, because early automobiles were expensive luxury
items that did not disrupt the market for horse-drawn vehicles.
• The market for transportation essentially remained intact until the debut of
the lower-priced Ford Model T in 1908.
• The mass-produced automobile was a disruptive innovation, because it
changed the transportation market, whereas the first thirty years of
automobiles did not.
• Term coined by Harvard Business School professor Clayton M. Christensen
to describe a new technology that displaces an established technology
• A disruptive technology is one that displaces an established technology and
shakes up the industry or a ground-breaking product that creates a
completely new industry.
• Here are a few examples of disruptive technologies:
• The personal computer (PC) displaced the typewriter and forever changed the way
we work and communicate.
• The Windows operating system's combination of affordability and a user-friendly
interface was instrumental in the rapid development of the personal computing
industry in the 1990s. Personal computing disrupted the television industry, as well
as a great number of other activities.
• Email transformed the way we communicating, largely displacing letter-writing and
disrupting the postal and greeting card industries.
• CapGemini Consulting was one of the first to come up with
the concept of digital transformation and a digital
• They did so in collaboration with the ‘MIT Center for Digital
Business‘ during a three-year study which defined an
effective digital transformation program as one that looked
at the what and the how.
Digital transformation is rapidly reshaping the landscape
1McKinsey, How IoT Can Support A Dynamic Maintenance Program, 2016
driven by apps,
services in 2020
Average increase in
income for the most
“Every business will become
a software business, build
applications, use advanced
analytics and provide
Digital transformation is the profound and accelerating
transformation of business activities, processes,
competencies and models to fully leverage the changes
and opportunities of digital technologies and their
impact across society in a strategic and prioritized way.
“To be clear, investing in technology to stay current or ahead of the curve isn't
the same thing. Pretty much every company is putting money into new tools,
platforms, and services. And, doing so is a matter of becoming tech-enabled,
which doesn’t mean companies are actually changing to compete in a digital
economy. With digital transformation, however, technology is driven by
purpose, and that purpose is meant to reshape business.” (emphasis mine)
I define it this way...
The realignment of, or new investment in, technology, business models, and
processes to more effectively compete in an ever-changing digital economy.
Brian Solis, Principal Analyst, Altimeter Group
• Digital transformation may be thought of as the third stage of
embracing digital technologies: digital competence → digital
usage → digital transformation, with usage and transformative
ability informing digital literacy.
• The transformation 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 methods.
Digital literacies: concepts, policies and practices By Colin Lankshear, Michele Knobel, 2008, p. 173
• Some authors have posited that rapid advances in six primary areas
have converged to create the “era of digital transformation”:
• Networks (cables, wireless and social)
• Commercial and consumer comprehension
• Democratization of technology at scale (low costs & mass adoption)
• Moving beyond human time to digital time
• The evolutionary path to digital transformation followed a timeline
that included the invention and development of the following:
• Memory and data storage
• Mass adoption of PCs and laptops
• Local Networks
• The internet
• Mobile networks and mobile phones
• Mass global adoption of wireless devices (laptops, mobile phones, tablets, smartphones,
• Proliferation of websites and online activity
• Rapid adoption and expansion of online and mobile databases and search
• Rapid adoption and expansion of online marketplaces and reviews
• “Disruptions” and digital (business) transformation can be caused by
• Technological innovations (technology-induced), which are more impactful than
ever before. However, it’s not the technology that drives the disruption or
transformation. It’s how it is used and adopted by customers, partners,
competitors and various stakeholders.
• Customer behavior and demands. This so-called customer-induced transformation
and disruption is not necessarily related to technology. Technology often enables
or, as just mentioned, causes it, when adopted and turned into business
• Ecosystem-induced: economical changes, demands from partners who want you to
adapt, regulatory changes, the list is endless.
Digital transformation hinges on four imperatives
Four digital transformation realities to emphasize:
• Business/IT relationship is key (closing the gap between both, focusing
on the same goals and NOT overlooking the role of IT).
• There is a common DNA among digital leaders and the path to digital
transformation shows common traits (even if context matters).
• As said, each industry is impacted, including your industry. Customers,
employees, partners, nor competitors or new, disruptive players, will wait
for business to catch up, regardless of industry.
• Digital transformation is led from the top (or at least requires firm buy-in
from the top – and all stakeholders).
Five Domains of Digital Transformation
Across these five domains, digital technologies are redefining many of the
underlying principles of strategy and changing the rules by which companies
must operate in order to succeed. Many old constraints have been lifted, and
new possibilities are now available.
Rogers, David L.. The Digital Transformation Playbook: Rethink Your Business for the Digital Age (Columbia Business
School Publishing) (pp. 5-6). Columbia University Press. Kindle Edition.
Myths vs. Facts
Digital is primarily about the customer
Huge opportunities exist also in effeciency,
productivity and employee leverage
Digital primarily matters only to technology
or B2C companies
Opportunities exist in ALL industries,
Let a thousand flowers bloom; bottom up
activity is the right way to change
Digital transformation must be led
from the top
If we do enough digital initiatives we will
Transformation management intensity
is more important for driving overall performance
Digital transformation will happen despite
Business / IT relationships are key, and in
many companies they must be improved
Digital transforamtion approaches are different
for every industry and company Digital leaders exhibit a common DNA
In our industry, we can wait and see how
There are digital leaders outperforming
their peers in every industry today
The Path to Digital
The path to digital transformation is less about capitalizing on new
technology; it requires business leaders to embrace a different way of
bringing together people and processes with those technology tools as
well as an openness to re-envisioning traditional business models and the
mindset of a digital company in terms of how you engage your
customers, empower your employees and optimize your operations to
reinvent products and business models.
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