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Digitalisering:
vad, varför och hur ?
Trivector Framtidsseminarium:
Är du slav under digitaliseringen
eller är du med och leder den?
Lund, 29 Januari 2020
Darek M. HAFTORprofile:https://katalog.uu.se/profile/?id=N17-1049
1
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
1. What ?
2. Why ?
3. How ?
4. Outlook…
2
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Technology: a means to realize some end
MechanicalTechnologies
Duplicates Human Physical Powers
(analogue)InformationTechnologies
Analogue Patterns are ENCODED:continuous stream of information
in-separability: encoded into its physical medium
DigitalTechnologies
Discrete Signals:separation:
- Signals from Medium - Data from Instructions
3
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Elasticity of Digital Technology
• The SEPARATION of
(a) signals from its medium
(b) data from instructions
enables FLEXIBILITY
• Digital Technologies offer unique functions of:
• Addressability
• Sensibility
• Communicability
• Memorability
• Traceability
• Associability
4
Digital Objects manifest:
- editability
- interactivity
- openness
- distributedness
DigitalMaterialis Elastic
Software (data & instructions) that control Hardware
can be re-programmed (also by itself)
thereby change the behavior of software & hardware!
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Digitalization is…
Digit:Latin word for ”finger”; referred to counting on fingers
Digital Business:Situations when a business utilizes digital technologyso as to activate economic value creation and appropriation
Digitization:The process that convertsanalogously represented information into digitally represented
Digital Transformation:The processes that change current organizations & their operationsfrom predominately not utilizing digital technologies into doing so
Digital:Information & Communication Technologies,that represent information digitally, i.e. 0 and 1, rather than analogously
5
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
There is much more to come!
WWII 1960’ 1970’ 1980’ 1990’ 2000’ 2010’ 2020’ 2030’
G. Boole
1815-1864
A. Turning
1912-1954
Boolean logic
Turning
Machine
Military
applications
Automation
of structured
& isolated tasks:
order processing,
Pay-roll systems
Automation
of structured
& isolated processes:
ordering, warehousing,
manufacturing, etc.:
ERP, SCM, CRM
Linking actors,
tasks, processes
and organizations:
Coordination:
DELL Business Model
Emergence of
Business
Machines
Introduction of
Personal
computers
Commercialization
of the Internet
Advent of the
Smartphones
Introduction of the
Internet-of-Things
Emergence of
Additive
Manufacturing
Mobility
of digital
technology:
Spotify
Embedding
digitalization
and linking
Things:
A car orders
a service
automatically
Local, customized
manufacturing :
Nike shoes that fit
only your feet!
Future:
Mind-Body-
Machine
merge
Graphene:
The new
super-material:
Man-machine
integration
J. Gutenberg1445:printing in Europe
6
Written LanguageBC 3400printing in Europe
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
1. What ?
2. Why ?
3. How ?
4. Outlook…
7
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Internal use of digital technologies: productivity, quality, flexibility
Marketing
Logistics
Pricing
CAD CAM Changes of
production
Product
portfolioEnterprise
performance
8
• The use of CAD enables the use of CAM, which increases quality & productivity!
• It also enables more frequent and rapid production changes at low cost,
that enables a larger product portfolio, which enables more sophisticated Marketing,
Dynamic Pricing, and Just-In-Time Logistics.
• It all enables higher performance of the enterprise!
Synchronization of
complementarities
Benefits from DT use
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Unparalleled
Economic Value Creation
Firm Esta.Number of
Employees
Market
Cap.
Employee
Value
BMW 1916 116 000 $ 53 b $ 0,5 m
UBER 2009 5 000 $ 60 b $ 12,0 m
Marriott 1927 200 000 $ 17 b $ 0,1 mAirbnb 2008 3 000 $ 21 b $ 7,0 m
Disney 1923 185 000 $ 165 b $ 0,9 mFacebook 2004 12 700 $ 315 b $ 25,0 m
Kodak 1888 145 000 $ 30 b $ 0,2 mInstagram 2010 13 $ 1 b $ 77,0 m
9
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Value Creation from External Interactions
10
How does Spotify create value…?
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Spotify’ssources value creation
• Efficiency
• Transactions efficiency:
• easier access to music: where, when & what is needed
• legally valid
• Cost efficiency product: monthly fee = 1 DVD
11
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Spotify’ssources value creation
• Innovation
• Newness:
• first to market & globally born
• no competition => ’entrepreneurial rents’
12
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Spotify’ssources value creation
• Complementarities
• Attempted Fit:
• Spotify Show: content from:
ESPN, Comedy Central, MTV, BBC…
• Not very successful yet…
13
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Spotify’ssources value creation
• Lock-In mechanisms
• make it uncomfortable to migrate to another provider
• Sunk / Switching Cots:
• app download & registration
• learning time for the interface & navigation
• creation of playlists
• the Spotify system learns user’s presences
& suggests playlists etc.
• Network Effects:
• Intra-community: sharing of playlists with other users
• Inter-community: large customer-base is attractive to song
providers
14
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Spotify’ssources value creation
• Asset creation:
• analyses of user behavior…
• who and which songs
• how often
• when and where
• …that is monetized in such contexts as
• design of new songs
• design of marketing of new songs
15
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
1. What ?
2. Why ?
3. How ?
4. Outlook…
16
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Five Dimensions of Transformation
1. Output
2. Activity
3. Actor
4. Transaction mechanism & order
5. Governance
• Governance:• command & control
• legal contracts
• norms
• incentives
• Content:• offerings
• activities
• capabilities
• Structure:• actors
• transaction mechanisms
• transaction order
Enterprise Dimensions
17
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Outputs
Offerings are de-composed and…
• Books:• from: whole Book
• to Chapter
• Music:• from: Albums with a set of songs
• to: Song
• News Papers:• from: whole New Paper, incl. adds
to: New Articles only
• Value to customer:• You pay only for what you need!
A
B
C
A
B
C
“un-bundling & re-bundling”
Off-line: Ryan Air: seat, baggage, food & drink
18
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Outputs
..offerings are re-composed!
• Reconfigurations of
• Outputs, and
• Customer Segments
• vs Pricing
A
B
C
A
B
C
1
2
3
A
1
i)
• ex: scientific articles:• University: all databases
• PharmaCo:s: medical databases only
• ex: films:
• All films available for monthly fee / household,
e.g. Netflix etc.
“un-bundling & re-bundling”
19
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Outputs
“un-bundling & re-bundling”
• Innovation = Yes!
• Customer: one interface & data-standard => transaction efficiency & lock-in
• Complementarity: customers offered Apps for Car-use; collection of car and driver data for…
“un-bundling the car”
20
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
b
Re-configuration of Activities
a b c
Consumer-Activity-Chain is re-configured! “de-coupling”
• IP telephony (e.g. Skype)• from: call + pay
• to call + add & new revenue source
• Cable TV:• from: show-add-show-add
• to: show only
• University Education• from: course + examination * X => degree
to: course only; examination only, degree only
Value to consumer• You receive only the activity that creates value for you!
Off-line: IKEA: furniture assembly…
21
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Actors
Resources that conduct activities are re-configured!
a b c
x x x
a b c
y y y
• Transportation (e.g. uberTaxi)• from: dedicated car and driver
• to: shared car and driver
• Accommodation (ex: AirBnB)• from: dedicated hotels and staff
• to: share apartments
• Banking (peer-to-peer lending)• from: dedicated financial institution
to: sharing money
Value to consumer• sharing resources typically increases utilization
and thus reduces their cost per unit use
22
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Transaction Mechanism
x
a
b
c
x
a
b
c
100
200
300
200
Transaction Mechanism / Transaction Order is re-configured!
• e-Commerce (ex: Amazon.com):• from: - paying as receiving the book in the book-store
- partial info about product & no-delivery
- partial customer info
• to: - to paying first and receiving later the book (rents)
- rich & reach info about product & delivery
- rich & reach customer info: habits, preferences
• Streaming music / film (ex: Spotify, Netflix)• from: - physical discs & pay per disc
to: - digital files & pay per song
to: - streaming songs & par per time period
• Reversed Auctions (ex: Priceline.com)• from: customers bid for the offering
• to: suppliers bid for the customer’s offer
• Outsourcing….
23
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Re-configuration of Governance Structures
x
a
b
c
x
a
b
c
Governance
Governance
• Spotify:
• legal transformation => listen to music, not possessing a copy
• publics’ incentive to become legal
• Peer-to-Peer Banking:
• re-location of decision-power & criteria from bank to peer
• Rating as a means for governance:
• Uber, Airbnb, etc.
Command & control
Legal contracts
Norms
incentives
24
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Five Dimensions of Transformation
1. Output
2. Activity
3. Actor
4. Transaction mechanism & order
5. Governance
• Governance:• command & control
• legal contracts
• norms
• incentives
• Content:• offerings
• activities
• capabilities
• Structure:• actors
• transaction mechanisms
• transaction order
Enterprise Dimensions
25
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
• Governance of Digitalization
the single most important factor
for successful use of digital technologies
26
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Governance = the key to success!
Synchronization
Effort
s
High
Low
HighLow
conservative efficient
ambitious champion
Governance of digitalization:
efforts vs. synchronization
enterprise
Governance of digitalization:
vertical & horizontal synchronization
Re-Active Pre-Active Inter-Active
• Success is not caused by high resource allocation, only (money, competence, technology)
• Success is caused by a combination of Vision, Coordination & Focus
27
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Phases of a Transformation
Enterprise
Descriptions
Past Current
Potential 2
Potential 1
DesiredPhase 1 Phase 2 Phase 3
Developmental work
Analysis DesignPlan
Evaluation:
Realized = Planned ?
28
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
from the Transformation of an enterpriseto the Evolution of an ecosystem
Current
Situation
Desired
Situation
Realization of Development
Description of
Current Situation
Description of
Desired Situation
Description of
Implementation Plan
Time 1 Time 2
Current
Situation
Desired
Situation
Realization of Development
Description of
Current Situation
Description of
Desired Situation
Description of
Implementation Plan
Time 2 Time 3
Desired becomes Current
Note!
Seldom exactly as planned,
hence often requires adaptations…
etcetera….
Actu
al
Descri
ptio
n
29
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
1. What ?
2. Why ?
3. How ?
4. Outlook…
30
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
More technology to come…
Big Data
Machine Leaning & AI
Block Chain
Virtual & Augmented RealityQuantum Computing
Speech Recognition
3-D printing
Technology’s value
comes from its use…
Internet of Things 31
│ Digitalisering: vad, varför, hur? │ Darek M. HAFTOR │ Trivector Framtidsseminarium 29-01-2020 │
Toward Model-Driven Enterprises
Digitalization to transform the Governance of Operations: efficiency, quality, control…
32dokumentslut