tum guestlecture - new it, new business

New IT& New Business Models

Bertram Geck

New Technologies

New Technologies

New Technologies

but…

Burberry Video

https://www.youtube.com/v/mj_NQvLgDs4

…

What comes next ?

• We live in the age of “Ubiquitous Internet”

• This fosters the connectivity of anything anytime.

Business Insider 2014

Why is that now so focussed ?

• Frequency of Innovation in Technology

• Innovation of new business models

• Fostering disruption

• Social Change

Technology

Two Dimensions

Business model Organization

Processes

Products

Customer

Dig

ital

izat

ion

affe

cts

the

com

pan

y

Digitalization requires changes in the company

Digitalization affects the company

• Customer

• Products

• Processes

Digitalization affects the company

• Customer

• Products

• Processes

Digitalization affects the company

• Customer

• Products

• Processes

What needs to happen in a company…

…to leverage the benefit of digital change

• Technology – Foster it through Innovation

• Business Models – Rethink and extend

• Organization – Adapt

What needs to happen in a company…

…to leverage the benefit of digital change

• Technology – Foster it through Innovation

• Business Models – Rethink and extend

• Organization – Adapt

Technology innovates Processes & Products

• Technology for new, innovative products or services

• Technology for a digital businessrequires IT, tools, methods tosupport the new collaborativeprocesses and process automation

Integration of Technology into Processes

• Classical business is linear

Supplier ProductionSupply Chain

Marketing Support Customer

Integration of Technology into Processes

• Digital Business is connected

Supplier

Production

Supply Chain

Marketing

Support

Sales

Customer

R&D

What needs to happen in a company…

…to leverage the benefit of digital change

• Technology – Foster it through Innovation

• Business Models – Rethink and extend

• Organization – Adapt

Rethink Your Business Models

• Aggregation von Data• Include your competitors

• Combination of different business models

• Open your business creates new eco-systems• Have partners extend your business model

• Get new ideas from the eco-system

• Shift perspective from inside-out to outside-in. • Stop having the engineers and software-developers define, what the

customer needs.

• Ask the customer

What needs to happen in a company…

…to leverage the benefit of digital change

• Technology – Foster it through Innovation

• Business Models – Rethink and extend

• Organization – Adapt

Digital Business changes the Organization

OnlineSales

OfflineSales

IT

Digital Business changes the Organization

SalesOffline/Online

IT

Digital Business changes the Organization

SalesOffline/Online

IT

Web MobileSocialMedia

e-Payment

Analytics

Digital/Touchpoints-Specialists

Digital Business changes the Organization

Organization follows the Customer

• A customer should only touch the enterprise with a SPOC

• This results in a homogenouscustomer experience

• i.e. Burberry

New Responsibility

• Not Revenue, but new KPIs will be measured

• Avoid cannibalism of the channels

• Provide homogenous customer experience

• i.e. Adidas

Extend Skills and Competencies

• e-Commerce

• e-Payment,

• Compliance

• Social Skills

• Possible solution: Implement a Digital Coach

Implement new Methods

• Agile Methods will speed up your capability to adapt

• Design Thinking will foster open thinking

Technology

Two Dimensions

Business model Organisation

Processes

Products

Customer

Dig

ital

eff

ect

in t

he

com

pan

y

Required changes in the company

Thank You

Vielen Dank