How to orient a customer in the era of digital revolution - telecom Iatlia

How to orient a customer

in the era of digital revolution

Enterprise Hotel, Corso Sempione, 91-93, Milano

© International Institute of Business Analysis

Ing Mirella Marcocci, PMP ®, CBAP ®

Project Business Manager di Telecom Italia

Ing Filippo Dall’Olio PMP ®, CBAP ®

resp. PMO di Telecom Italia


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Chi siamo

AD DOMESTIC

BUSINESS

“… responsabilità di proteggere ed accrescere il valore

dei clienti delle piccole, medie e grandi aziende private

dell’industria, dei servizi e del settore bancario, nonché

del settore pubblico e della sanità, massimizzando

redditività e quote di mercato.

…….. con la finalità di affiancare le piccole, medie e

grandi imprese e le istituzioni pubbliche nella

trasformazione dei propri processi e di valorizzare le

soluzioni TLC e ICT come fattore distintivo di sviluppo

per le imprese..”

Engineering

& Service

Management

Il presidio Telecom Italia Il presidio Telecom Italia Il presidio Telecom Italia Il presidio Telecom Italia

sui Clienti Businesssui Clienti Businesssui Clienti Businesssui Clienti Business

Project

Management

& Governance

Project

Management

Office

““““........ responsabilità di assicurare

il coordinamento complessivo

dei grandi progetti sviluppati

dalla funzione Business....””””

Agenda

� Technology Trends capable of enabling new business models

� The era of digital industrial economy

�Where is the Market going?

�New business value from Big Data

�People as agents of change


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Agenda


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Gartner Identifies Top Technology

Trends in 2014 Mumbai, India, May 9, 2014


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Gartner defines a strategic technology as one with the potential for significant impact on

the enterprise in the next three years. “This does not necessarily mean adoption and

investment in all of the listed technologies is essential, but companies should look to

make deliberate decisions about them during the next two years”

1. Business Intelligence (BI) and Analytics

2. Mobility Solutions

3. Cloud Computing

4. Social Media and Computing

5. Machine to Machine (M2M)

6. Hosted Virtual Desktop (HVD)

7. Personal Cloud

8. The Internet of Things (IoT)

9. Collaboration Technologies

10. 3D Printing

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Agenda







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The era of digital industrial economy began


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� Cloud, social collaboration, mobile connectivity and Internet of things are the pillars of

the revolution.

� Every company is a technological company

� Every budget becomes an ICT budget

� Change the traditional strategy for the competition: the strategy channel, the sales

force and the ecosystem of partners have now different business systems. Change

traditional Value Chain

� Companies, that will implement the new strategy for the first, will be able to conquer

the leadership and to remove competitors *»

**** PeterPeterPeterPeter SondergaardSondergaardSondergaardSondergaard, senior vice president of GartnerGartnerGartnerGartner

and global head of Research

Verizon-Harvard Business Review

for 57% of Global Companies the IT is the main factor for the growth of

their business. Favorites are the "pioneers“: grow twice then "followers"

The study of HBR Analytic Services shows how BigBigBigBig 5555 technologytechnologytechnologytechnology (mobile, social, cloud

computing, advanced analytics and machine-to-machine communications) are considered

to be an engine of growth that creates new business models and changing the way

companies interact with their customers. Most important aspect, the value of these new

technologies resides not so much in that the same can reach by itself, as in their strength

when they are combined within a holistic solution ".

"Companies must become more flexible in terms of technological implementation and

make innovationinnovationinnovationinnovation part of their culture to realize the real business value," says Angelia

Herrin, Research and Special Projects Editor of Harvard Business Review.


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Companies can no longer afford

multiple core businessBig companies do not go out of fashion in Silicon Valley … and even on Wall

Street. Today “big” is synonymous with “slow and distracted by too many

disparate business”.

The news of the splitting of HPHPHPHP into two separate companies pushed up its

shares of 5%. Entities with less bloated size are considered to be more agile

and focused. The trend in the market is already obvious:

• eBayeBayeBayeBay has recently separated from PayPal

• IBMIBMIBMIBM has sold this year “its activities in the low-end servers”

• EMCEMCEMCEMC has been for some time under pressure from some hedge funds,

because the company sells Vmware

• SymantecSymantecSymantecSymantec assesses the spin-off between security and storage

• MicrosoftMicrosoftMicrosoftMicrosoft should be separated into different companies, each focused on

one area: software, videogames, and research.

The trend is the maximum specialization and a leaner organizational

structure in terms of human resources.

There is no recipe, but…….

� Focus on differentiation: companies need to be increasingly flexible, creative and

innovation-oriented permanently.

� This creates great opportunities for those companies that are able to use the new

technologies to reduce the time to market and create value for themselves, for

suppliers and customers

� The transformation process involves a path with several steps:

� optimize the current business, reducing costs and improving customer service

� penetrate new segments/markets, increasing the number of channels and

reaching new customers

� restructure the current value chain, looking for new winning solutions with the

involvement of the majority of sales channels and traditional suppliers

� develop new business models, overcoming the resistance within and the

difficulty in establishing true partnerships with customers and suppliers


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Agenda







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Cisco Certified Business Value Practioner &

Specialist are mandatory for Gold Partners


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«DevelopsDevelopsDevelopsDevelops Business Value Business Value Business Value Business Value skillskillskillskill: generate new revenue, influence

decisions and produce other customer result»

Giugno 2014

Why does the MIT ask CBAP certification?


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Aprile 2014

Public Administration……


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Valore economico 500Mni€




Settembre 2014

Agenda







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Gartner: “ One Company on three at risk

Information Crisis "

Big data, social networking and mobile data traffic clogging networks and information systems.

33% of the Fortune 100 is not equipped properly and will be involved in crashes between now and

2017 "If you are not organized you will suffer severe consequences"

Big data, social networking, mobile interactions: these new trends together with the increasingly

rapid growth of structured and unstructured enabled by cloudcloudcloudcloud----basedbasedbasedbased technologiestechnologiestechnologiestechnologies are forcing

companies to focus on enterprise information that are most relevant, capable of generating value

or potentially risky. According to GartnerGartnerGartnerGartner, however, companies are not yet equipped for effective

management of their data and, by 2017, 33% of companies in the FortuneFortuneFortuneFortune 100100100100 will pass through a

"information crisis", due to its inability to assess, grooming or entrust to others effectively its

information enterprise.

"There is a widespread lack of maturity when it comes to grooming information by treating them

the same way as a corporate asset," says AndrewAndrewAndrewAndrew WhiteWhiteWhiteWhite, research vice president at GartnerGartnerGartnerGartner. "Many

companies will not be able to organize effectively until 2020 or you will not find ready to transform

their strategy related to the information and will suffer the consequences."

InInInIn thethethethe digitaldigitaldigitaldigital economy,economy,economy,economy, informationinformationinformationinformation isisisis aaaa competitivecompetitivecompetitivecompetitive assetassetassetasset forforforfor excellenceexcellenceexcellenceexcellence capablecapablecapablecapable ofofofof givinggivinggivinggiving

advantageadvantageadvantageadvantage totototo thethethethe businessbusinessbusinessbusiness andandandand isisisis thethethethe fundamentalfundamentalfundamentalfundamental glueglueglueglue inininin thethethethe valuevaluevaluevalue chainchainchainchain.... But not all data are

equally important, not everyone has the same strategic value, ... .. for the creation of value for the

business


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New business value from Big Data

and analytic continuum

Source: Gartner: “Presentation on Big Data Trends and Opportunities”, March, 2013

Whathappened?Descriptive

Analytics

DiagnosticAnalytics

PredictiveAnalytics

PrescriptiveAnalytics

Why did ithappen?

What willhappen?

How can we make it happen?

DIFFICULTY

OBSERVATION

COMPREHENTION

FORECASTVA

LU

E

Big Data expands the range of information used in decision making. New business value is created when

enterprises can now leverage sources of data that were previously hard to access because of challenges with

high data volume, velocity and variety.

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The potential value of Big DataFonte: The next frontier of innovation, competition and productivity

Agenda







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People as agents of change…….

� Corporate with dynamic Organizations,

based on team formed for the duration of

each project;

� Development Human Resource plans

created ad hoc (based on incentives) to

attract talent;

� To the company is asked to be pro-active,

that is, to anticipate the behavior and

preferences of their customers and the

market. So it is important integration with

predictive analytics on Big Data

� You need not only new technologies, but

also new business models / new processes,

and especially "new" professional roles,

with Leadership recognized

Project Business Manager

Since 2011……Since 2011……Since 2011……Since 2011……


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for Project & Business Successfor Project & Business Successfor Project & Business Successfor Project & Business Success

Understanding the type of project to

manage it in the most appropriate way

The role of the Business Project Manager is to reduce the initial

chaos of the complex project, with an integrated technical &

relational approach


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What do you expect from

the Business Project Manager?

� Evolve the role of PM toward the "Business" of the Customer, since the

beginning of the idea to the realization of it, in an "End to End“ logic, with a

strong focus on the value that is created


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� Create and reinforce the

credibility, feasibility and

sustainability of ICT solutions

implemented as well as

consistency with the specific

needs of the customer in

terms of technology and

business

Thanks!


----------------------------------------------------------------------------------------------------------------------------Telecom Italia

Ing. Filippo Dall’Olio, CBAP®, PMP®

[email protected]

--------------------------------------------------------------------------------------------------------------------------------Telecom Italia

Ing. Mirella Marcocci, CBAP®, PMP®

[email protected]