digital disruption - doing business in digital times
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DIGITAL DISRUPTION
Doing business in digital :mes
Krakow – 4 October 2014
“eMail is for old people”
“Answers are instantaneous”
“A magazine is an iPad
that doesn’t work”
Disrup:on is of all :mes
"There is no reason for any individual to have a computer in his home." — Ken Olsen, co-‐founded Digital Equipment CorporaAon, 1977 “There’s no chance that the iPhone is going to get any significant market share. No chance. … It’s a $500 subsidized item.” — Steve Ballmer (CEO MicrosoW), 2007
Everything that can be disrupted will be disrupted.
Disrup:ve innova:on vs Digital disrup:on
Source: Forrester Research
BeTer, stronger, faster
How digital changed business: a short overview
Survival is not a likely strategy
The middleman is doomed
Being the world's largest…
The long tail
Source: Chris Anderson -‐ blog
Delivering happiness: a 365-‐day return policy
Freemium: free as a business model
Supply and demand
Word of mouth 2.0
The sharing economy
Peer-‐to-‐peer commerce
“Using” rather than “owning”
Crea:vity of the crowds
Crowdfunding
Internet of things
Mass personaliza:on
3D Prin:ng
The ques3on no longer is whether your business will be
disrupted or not. The ques3on is when.
Google’s self-‐driving car will not only disrupt the way we travel, but…
“If a company is going to cannibalize your business, you will almost always be be@er off if that
company is your own.” Clayton Christensen
How digital changed business: Major marke:ng challenge today
Today’s marke:ng challenge
When people have less and less 8me to consider op8ons, their own criteria will help them to make the decision
Choice
Time
Needs Values
Experiences Word of mouth
Recommenda:ons
“People trust their own ideas & experiences from friends,
rather than any type of push mass media”
36
STOP SHOUTING !
"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
Sam Walton
“We fly exactly the same planes as everybody else. If we get our customers off the plane happy, and they go on to talk about that and get others to come and then come back again themselves -‐ that’s a huge markeAng tool.” Steve Ridgway, Virgin Atlan8c Airways chief execu8ve
“A product or a service becomes meaningful when it becomes
part of an experience you share with others”
40
Emmaaaaa!!!
How digital changed business: What are the next steps?
If your business is threatened…
§ What are you good at? § Differen8a8ng? § What is your business about? § Focus on strengths to find new ways to do business
Cartamundi
§ re-‐invented its business by turning a crisis into an opportunity
UPS
§ New revenue: customers pay to have more customized delivery op8ons
§ Use apps and web experiences to opt for beOer delivery outcomes, 8me or loca8on
The envelope experience
§ A way to get “things” to people § Send / receive § Special?
§ Unboxing experience § Physical experience
Crying invoice
What makes an envelope special?
§ Wrap (close) and send § Unwrap (open) and receive
§ Added value § Physical experience in digital 8mes § Get people’s aOen8on § Make the experience aOrac8ve § Security § …
Don’t let the defini:on of “your business” limit your future markets
Never compete on price. Compete on value.
How digital changed business: conclusions
Release the disruptor inside you
§ Believe in “customer first” § Disrupt or be disrupted § Disrupt the process > the product § Innovate, test, accept failure, learn, improve § Look for partners
Q & A
@anngalland www.galland.be
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