Managing Digital Change:
Mind over technology ☺
Prof. Dr. Klemens Skibicki | Lisbon, 05.11.2019
Digital Transformation
”The difficulty lies not so much in developing new ideas as in escaping from old ones.”
JOHN MAYNARD KEYNES
»If the rate of changeon the outside
exceeds the rate of changeon the inside,
the end ist near«Jack Welch, Ex-CEO Genera l E lectr ic
“DIGITAL“?
PROFSKI-View on „DIGITAL“:
Technology
Psychology >< Sociology
Economy
INSIDE + OUTSIDE
Not about technology.
Technology is only an enabler.
DATA.
DATA.
DATA.
DESIGNUSER EXPERIENCE
OK, Big Data...turning into Smart Data!...
….to make better decisions…
What else?
NETWORK ECONOMYValue Networks rep lac ing va lue cha ins , h ierarch ies and push communicat ion
Transaction Costs=
the sum ofsearching, finding, negotiating…….transportation, controlling,…
DigitallyConnectedBusiness Processes(eBusiness, Mobile, Industry 4.0, Industrial Internet, Manufacturing 4.0, etc.)
DigitallyConnected People(Social Networks, Media change, digital influencers, Recruiting, Recommendations, etc.)
NETWORK ECONOMYValue Networks rep lac ing va lue cha ins , h ierarch ies and push communicat ion
“From value chains, hierarchies and push
communication to realtime value networks – new roles
enabled by data and lower transaction costs in a digitally connected world.“
Key Question: Which process options are more efficient
to match customer expectations?
THE LARGEST POPULATIONSPeople do what they a lways d id…but eas ier !
1 Facebook 2.402.000.000
2 YouTube 1.500.000.000
3 China 1.374.000.000
4 Whatsapp 1.300.000.000
5 Indien 1.276.000.000
6 WeChat 1.000.000.000
7 Instagram 1.000.000.000
8 Linkedin 540.000.000
9 Twitter 336.000.000
10 USA 321.000.000
“TECHNOLOGIES CHANGE FAST….
PEOPLE DO NOT !“
MAXIMUM SIMPLICITYPeople do what they a lways d id…but eas ier !
SOCIAL is not a channel!
It is a fundamental shift to theConversation Principle
„GARDENPARTY“
»A brand is a promise. But a greatbrand is a promise kept!«
Who would you ask to find out?
Muhtar Kent , Former CEO Coca Cola
INFORMATION OVERFLOW…… new f i l ters?. . .or o ld f i l ters?
55%
56%
56%
58%
60%
61%
63%
66%
70%
80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
TV show product placements
Emaisl subscribed to
Billboards and outdoor ads
Newspaper Ads
Brand sponsorships
TV Ads
Consumer opinios posted online
Editorial Content and Articles
Branded Websites
Recommendations from people I know
Ads And Marketing Consumer Trust The Most (Nielsen Global Trust In Advertising – September 2015)
Source: https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-in-advertising-report-september-2015.pdf
»People have access to people the maytrust more and rather listen to…always,
everywhere!«
»DIGITAL REFLEX«
Source: App Attention Index 2019 . AppDynamics(7.000 Customers in USA, UK, D, F, Australia)
=„Digital“ Experience is the most influential
factor of decisions of buying and recommending products, brands and
services…even if is a total physical offer!
«DIGITAL REFLEX»: Expectations and Standards change!
- Simplicity- Speed- Availability- Transparency- Individualisation- Service- …
«DIGITAL REFLEX»: Expectations and Standards change!
Yes, it`s me!- I am the one who destroys old industries- I don`t see any difference between online
and offline – it is ONE!- I always choose the best opportunity
available- I compare YOU with the best in the digitally
connected age…as an automatic reflex!
Data privacy concerns?
Please!...LISTEN and USE my data!!!
- Not to abuse and shout at me to force meto buy!…you will lose me that way!
- LISTEN and be there when it is relevant for ME!…and you earn my recommendation!
DESIGNUSER EXPERIENCE
© Copyright Bockstein Consulting | 2018
NOT A FUNCTION!….MARKET ORIENTET WAY TO RUN A BUSINESS…Along the whole value chain….
Eingangslogistik Produktion AusgangslogistikMarketing &
VertriebKundenservice
Beschaffung
Technologieentwicklung
Personalwirtschaft
Unternehmensinfrastruktur
Big Data, Engagement, the best option!!!
Email: [email protected]▪ FACEBOOK: facebook.com/profski.klemens▪ TWITTER: twitter.com/KlemensSkibicki▪ LINKEDIN: de.linkedin.com/in/skibicki▪ INSTAGRAM: instagram.com/klemensskibicki▪ XING: http://xing.com/profile/Klemens_Skibicki▪ WIKIPEDIA: https://de.wikipedia.org/wiki/Klemens_Skibicki
If you need a version (a few pictures haveto be removed), send an Email using„Lisbon, 05.11.2019“ to: [email protected]
Hope is not a strategy!