digital transformation slides
TRANSCRIPT
Digital disruption
Konkurrenten i mørket
HurtigereHurtigereHep hep hep
THE FUTURE BELONGS TO
THE FAST
5MB i 1956
10 MB i 1980’erne
1.000.000 MB i 2016
Reaching 50 mio. users
Reaching 50 mio. users
INTEL 4004 PROCESSOR
2.300 TRANSISTORER1971XBOX ONE
5.000.000.000 TRANSISTORER2014
95 år
685.000 værelser
23$ milliarder
8 år
2.000.000 udlejere
30$ milliarder
https://skift.com/2016/09/23/airbnbs-latest-investment-values-
it-as-much-as-hilton-and-hyatt-combined/
Disruption: modellen
Sustaining strategyBedre produkt på
eksisterende marked
Low-end disruptionMålrettet kernebehov, lave
pris.
New market disruptionAlternativ oplevelse af værdi
TID
VÆ
RD
I
AN
DE
N V
UR
DER
ING
AF V
ÆR
DI
Clayton Christensen: Two Types of
Disruptive Innovations
Market A
Market B
OM
SÆ
TN
ING
TID
Digital Disruption
500.000
overnatninger pr. døgn
1.000.000
køreture i døgnet
7.600.000
app downloads i døgnet
100.000.000.000
app downloads i alt
Producenterne får direkte
adgang til brugerne
Retailerne forstår brugernes
behov bedre og bedre
KUNDEN
FÅR
MAGTEN
+
Kunden taler ikke med
producenten.
FØR NU
Byg en pilot
Defeat disruption
Modtræk til digital disruption
1 FORANDRINGSVILLIG
HURTIG
FOKUSERET
2
3
1 FORANDRINGSVILLIG
LAURA
ASHLEY
ACTIVEENERTIA
Havard Business Review, Donald Sull
https://hbr.org/1999/07/why-good-companies-go-bad
Hvor ofte ændrer du …
VÆRDI
STRATEGI
TAKTIK
It is not the strongest of the species that survives but the most adaptable
2 HURTIG
En hurtigere forretningscyklus
”DET BEDSTE ER DET GODES FJENDE”
- Voltaire
Byg en pilot
Hvor ofte ændrer du …
VIDEN
REGLER
KONCEPTER
3 FOKUSERET
| ”Danske Bank no longer has a corporate strategy, a HR
strategy, a procurement strategyor a sales strategy.
| We only have a client strategy.
| Everything else is tacticalinstruments to achieve the
goals of our client strategy.”
Thomas F. BorgenCEO, Danske Bank
Edited quote from the event “Presidents Summit, Copenhagen: Business Unusual” in October 2015
Design the way you
want to do things
Design to meet the
users needs
PEOPLE-PEOPLE
UD TIL BRUGERNE
IT er barnemad.
Men kulturforandringer
kan ikke bare købes.
CX metrikker
Feel
Kundetilfredshed
Brugervenlighed
Net Promotor Score
Customer Effort Score
Do
Gennemførte transaktioner
Ventetider
Engagement
Krydssalg
Vær klar til forandring: Intet varer
evigt.
Vær hurtig: Kan du reagere
hurtigt nok?
Vær fokuseret: Arbejder i mod
de samme mål?
TAKE AWAYS
Mads-Peter Jakobsen
TAK!
Islands Brygge 55 | 2300 København S
+45 70 23 33 30 | [email protected]
@madspeter
DIGITAL TRANSFORMATION
DET DREJER SIG IKKEOM DIG, MEN OM DINE KUNDER
EMOTION
EASE
EFFECTIVENESS
EMOTION
THE FEELING OF CUSTOMER EXPERIENCE
Cohesive, integrated and simple
Available any time on my terms
Respectful and dedicated to my needs
Fits in with my life and is effortless
Relevant offers without infringing on privacy
Predicts my preferences
Makes me feel unique
Associates with my identity
Customised and tailored to my preferences
Makes me feel important
Excites and engages me
Responsive and interactive
Makes me love the brand
CASE
Tale
TDC MOBIL
33%
TELENOR
27% TELIA
17%
3 (Hi3G)
23%Data
TDC MOBIL
39%
TELENOR
18%
TELIA
8%
3 (Hi3G)
35%Tale
TDC MOBIL
33%
TELENOR
27% TELIA
17%
3 (Hi3G)
23%Data
TDC MOBIL
39%
TELENOR
18%
TELIA
8%
3 (Hi3G)
35%
SITUATIONEN
DESIGN THINKING
MÅLGRUPPE BEHOV
Bruger
Forretning Brand
RELEVANS
Det vi gerne vil have brugeren til at gøre
Det vi gerne vil have brugeren til at føle
42.000 downloads på 2 uger
CHANGE BY DESIGN
Markedsposition
Brandstrategi
Øget Salg
Kunden i centrum
DataDeling 3LikeHome Fri Tale
Brand Promise
Design Business