tum guestlecture - new it, new business
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Guestlecture TU München - TUM School of ManagementTRANSCRIPT
New IT& New Business Models
Bertram Geck
New Technologies
New Technologies
New Technologies
but…
…
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