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Managing Digital Change: Mind over technology Prof. Dr. Klemens Skibicki | Lisbon, 05.11.2019 Digital Transformation

Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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Page 1: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

Managing Digital Change:

Mind over technology ☺

Prof. Dr. Klemens Skibicki | Lisbon, 05.11.2019

Digital Transformation

Page 2: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

”The difficulty lies not so much in developing new ideas as in escaping from old ones.”

JOHN MAYNARD KEYNES

Page 3: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

»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

Page 4: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

“DIGITAL“?

Page 5: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

PROFSKI-View on „DIGITAL“:

Technology

Psychology >< Sociology

Economy

INSIDE + OUTSIDE

Page 6: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

Not about technology.

Technology is only an enabler.

Page 7: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

DATA.

DATA.

DATA.

Page 8: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

DESIGNUSER EXPERIENCE

Page 9: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

OK, Big Data...turning into Smart Data!...

….to make better decisions…

What else?

Page 10: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

NETWORK ECONOMYValue Networks rep lac ing va lue cha ins , h ierarch ies and push communicat ion

Page 11: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

Transaction Costs=

the sum ofsearching, finding, negotiating…….transportation, controlling,…

Page 12: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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

Page 13: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

“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?

Page 14: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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

Page 15: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

“TECHNOLOGIES CHANGE FAST….

PEOPLE DO NOT !“

Page 16: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

MAXIMUM SIMPLICITYPeople do what they a lways d id…but eas ier !

Page 17: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

SOCIAL is not a channel!

It is a fundamental shift to theConversation Principle

„GARDENPARTY“

Page 18: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

»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

Page 19: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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

Page 20: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

»People have access to people the maytrust more and rather listen to…always,

everywhere!«

Page 21: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

»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!

Page 22: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

«DIGITAL REFLEX»: Expectations and Standards change!

- Simplicity- Speed- Availability- Transparency- Individualisation- Service- …

Page 23: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

«DIGITAL REFLEX»: Expectations and Standards change!

Page 24: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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!

Page 25: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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!

Page 26: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

DESIGNUSER EXPERIENCE

Page 27: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

© 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!!!

Page 28: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing
Page 29: Digital Transformation - SITA | Let’s move the world ... · Digital Transformation ... digital influencers, Recruiting, Recommendations, etc.) NETWORK ECONOMY Value Networks replacing

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!