Microsoft’s Vision for the Digital Era Digital Transformation … · 2019-05-09 · Digital Transformation Microsoft’s Vision for the Digital Era Digital Transformation Customer

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Digital Transformation is an imperative forcing organizations like yours to shift to offering higher-value experiences. In the Digital Era, at least some of your organization’s core offerings are software-based, bringing the digital and physical worlds together.

Engageyour customers

Createmore personal computing

Buildthe intelligent cloud platform

Reinventproductivity & business processes

Empoweryour employees

Optimizeyour operations

Transformyour products

DigitalTransformation

Microsoft’s Vision for the Digital Era Digital Transformation Customer Outcomes

Microsoft is focused on empowering every individual and every organization to achieve more through Digital Transformation.

Engage Your Customers

Tailor individual customer

experiences by harnessing data

and drawing actionable insights.

Optimize Your Operations

Accelerate the responsiveness of

your business, improve service

levels, and reduce costs with

intelligent processes.

Empower Your Employees

Help employees to achieve

more by creating a work

environment that’s intelligent,

lexible, and secure.

Transform Your Products

Differentiate and capture

emerging opportunities by

using data as a strategic asset

and shifting from hindsight to

foresight.

The Scenarios (“The Dreams”)Imagine If…

You could provide personalized and interactive experiences, gather and analyze data to gain insight into customer behavior, improve marketing and sales, and increase customer loyalty.

Your employees could collaborate to provide excellent service to customers and value to advertisers, and to be more eficient in creating and delivering content.

You could support media on demand, increase advertising inventory, enable rapid play out, and eficiently distribute to content delivery partners.

Aud

ienc

e Analytics

Collaboration

and

and

Adverti

sing

Sales Productivity

Media from the Cloud

Understanding your customer experience journey is your irst step towards identifying digital hot spots and re-imagining your business.

Customer Experience Journey

Receive mediarecommendations Socialize

View details and newsabout shows,

performers, athletesSearch for current

and archived mediaPurchase media

on demand

Manage media library

Upgrade service

Learn of providerincentives Subscribe

Receive mediarecommendations

Consume anywhere,anytime

Create customchannels

Receive service

Use second screen

Socialize

Customer 360

Receive targetedmarketing

Receive personalizedoffers

Choosing

• Learning of media choices• Learning details about programming• Receiving personalized recommendations

Purchasing

• Purchasing media and merchandise• Managing media library• Video on Demand

Consuming

• Consuming anywhere, anytime• Interacting with media• Socializing with friends and other customers

Digital Hotspots

Audience Analytics and Advertising Current State

More of our customers are using smart phones, tablets, and other devices to access live and custom content. We have a limited availability of custom programming and mobile capabilities, and our customers are leaving. We don’t know enough about customers and their behavior to properly value advertising, or to deliver audience segments to sponsors. We don’t provide the personalized, consistent, or interactive experiences customers are seeking.

Desired Future State

We have the precise data we need to understand the customers of our media, their behavior, social sentiments, and preferences. We reward our customers with loyalty programs, and provide them engaging, interactive, and consistent experiences anywhere, anytime. We integrate our media with loyalty programs to attract customers, and to connect sponsors with customers. Our sales force has better visibility to our inventory, knows where to focus sales efforts, and enables our sponsors to precisely target their advertising.

CMO

We are always looking to...

• Provide content that meets the needs and desires of our customers

• Gain better insight into consumption behavior, social sentiment, and ratings

• Connect our sponsors with the audience segments, individuals, and regions they need

• Increase customer loyalty

Scenario Narrative





Start• Programming with the help of social listening

analytics

• Evaluating customer behavior to identify marketing opportunities

• Personalizing programming, providing interactive and consistent experiences, and delivering media anywhere

Future State: Understand media use, customer sentiment, and behavior. Gain insight into customers. Provide services and marketing across multiple channels.

Stop• Investing in programming that doesn’t resonate

with customers

• Basing decisions on imprecise understanding of customer behavior

• Undervaluing advertising

Audience Analytics and Advertising

Top-line Impact: Enhance and improve customer engagement and generate ongoing revenue with personalized content and services.

Solution Storyboard

Continue• Increasing reach and expanding audience

• Evaluating customer behavior and preferences

• Increasing value to sponsors

• Increasing customer loyalty

Beneits• Improved targeting

• Increased ratings

• Improved quality of services

• Improved customer satisfaction and loyalty

• Improved speed to market

#2Gain insight from customer behavior, deliver custom content

Customer proiles Viewing, socialand market analysis

Target marketing Adapt Content

Interactive programming and customer content

Deliver media anywhere

Deliver media anywhere

Social media

Devices

Mass mediaThe web

#1

Improve customer insight

Increase reach

Engage and enlarge audience#3

Customerloyalty

Increaseaudiences

Personalize experiences

SYSTEMS OF IN

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EMPOWER YOUR EMP

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Customer

□ Richer and more engaging experiences through personalization

□ Increased relevancy of information and offers

□ Increased awareness of new relevant products and services

□ Faster and more consistent service experience (via AI)

□ □ □ □

Operations

□ Increased automation

□ Simpliied processes

□ □ □ □

Employee

□ Increased ROI & impact

□ Deeper connection with customers

□ Better brand expression

□ □ □ □


Desired Business Outcomes

□ Lower churn (higher loyalty)

□ Increased customer satisfaction (Net Promoter Score, etc.)

□ Increased revenue and operating proit from new customers

□ Increased revenue and operating proit from upsell and cross-sell

Value Realization Scorecard

□ □ □ □ □ □


Sum

mar

y

Shared 360 Degree View of Customer

• Gather internal and external data about customers from all marketing channels and partners

• Enable gathering, storage, transforming, and distributing of Big Data

• Provide a centralized data warehouse and accompanying data marts that aggregate data from systems across the enterprise for reporting and analysis purposes

• Improve customer experience and satisfaction

• Improved employee collaboration

• Reduce operating costs

• Better understand and serve customers

• Improve business insight and worklow• Increase sales

• Improved up/cross sell

• Improved customer satisfaction

• Improved market/wallet share

• Reduced customer churn

Enable Predictive Experiences and Offers

• Predictive modeling for customer preferences and desires

• Real-time business and customer analytics

• Customer-speciic offers driven by insights• Prescriptive analytics

Gain Insight

• Determine customer journey and needs

• Model and analyze data for customer patterns and insights

Ob

ject

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sBe

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Roadmap

Phase 1 Phase 2 Phase 3





Collaboration and Sales Productivity Current State

Our teams have dificulty collaborating to eficiently bring content and innovative services to our customers. Our programming, playout, and ad placement worklows are slow and ineficient. Without more customer and market insight, we can’t create the offers our customers want, and can’t value our inventory of advertising.


We have responsive teams that react quickly to insight to create and deliver the programming customers want. Our content teams and partners can collaborate from anywhere, anytime, to produce relevant media in demand. We have streamlined content creation, and automated playout and ad placement. Our sales staff effectively manages our advertising inventory, helps sponsors understand advertising options, and provides our sponsors with the segments and individuals they are targeting. Our marketing team has the tools to be able to price targeted advertising and demonstrate how these ads reach the intended audience.

CMO

We are always looking to...

• Improve our time to market

• Provide valuable products and services to our customers

• Rapidly and collaboratively respond to customer and market insight

• Deliver desirable content to customers

Scenario Narrative

Collaboration and Sales Productivity

Start

• Supporting eficient worklows

• Introducing more automated processes

• Providing employees with more complete information and insight

Future State: Streamline content creation, advertising, sales, marketing, and customer service.

Stop

• Struggling to share information across boundaries

• Relying on unproductive tools

• Ineffective collaborative processes

Continue

• Providing excellent value to sponsors

• Creating attractive and relevant content

• Satisfying the needs and desires of customers

Beneits• Increased sales productivity

• Reduced time to market

• Increased agility and responsiveness

Solution Storyboard

Top-line Impact: Increase the productivity and quality among content developers, programmers, and sales and service representatives.

#2Efficiently deliver content and increase sales productivity

Customers Sponsors

Production

Sales

Delivery

Listen to customers and market#1

Improved salesand service experience

Reduced timeto market

Grow ratings, sponsors,and revenue#3

Increased ratings andbrand loyalty

Increased sales and revenue

SYSTEMS OF IN

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YO


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EMPOWER YOUR EMP

LOY

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UR CUSTOMERS



Customer

□ Improved service experience

□ □ □ □ □ □

Operations

□ Increased automation

□ Decreased risk of errors or delays

□ □ □ □ □ □

Employee

□ Improved productivity and worklow

□ Reduced workload with automation of customer service via AI

□ Available to work on higher value work

□ □ □ □ □ □


□ Faster response to market

□ Increased revenue (higher value advertisements)

□ Reduced distribution costs

□ □ □ □ □ □ □

Sum

mar

y

Connected People, Teams, and Products

• Enable better collaborative idea sharing and co-development irrespective of location

• Enable productivity across functional teams, geographical boundaries, and supplier organizations

• Connect devices to IT systems as the irst step

• Increased employee productivity

• Increased knowledge sharing

• Increased employee satisfaction

Apply Analytics

• Gain insights from product sentiment and market trends

• Support decision making, planning, product design, and customer connection

• Enhanced market insight into ideation and content creation

• Accelerated innovation

• Increased revenue from innovative irst-to-market products

Mobile, Agile, Productive Product Development

• Use data from in-market products, social networks, and analytics to uncover new opportunities and roadmap commitments

• Enable a leaner product development organization

• Address customer needs and wants into current and future designs

• Increased return on innovation investment

• Reduced cost of product development

Ob

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sBe

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Roadmap


Current State

Our customers expect to be able to choose from a wide range of media and entertainment, and to have media delivered anywhere, anytime. We are losing customers to media outlets and distributors that are able to offer personalized programming on demand. Our single broadcast channel restricts the growth of our audience and limits our revenue growth.


We can offer personalized content to customers anywhere, anytime, and on their preferred devices. We can easily ingest and store video, apply digital rights management, and distribute it on demand using a content delivery network. We can automate playout of our programming, increasing our productivity, and enabling us to offer pop-up channels. We can simultaneously deliver multiple streams of content to any devices and integrate different media types to increase customer offerings, audience size, and advertising sales. We can index content using AI capabilities such as pattern recognition to enable customers to search video on demand, monetizing archived content. We can add subtitles and translation so our content can be sold globally.


COO

We are always looking to…

• Create, acquire, and deliver popular and personalized content

• Expand our audiences and enter new markets

• Increase advertising inventory and sales

Scenario Narrative





Start

• Expanding broadcast properties to accommodate more content

• Offering personalized content to customers

• Building audiences that sponsors value

Future State: Increase customer offerings, audience size, and advertising sales.

Stop

• Limiting customer choices and opportunities

• Losing customers to other media outlets

• Disappointing customers and advertisers


Top-line Impact: Provide media-on-demand to increase audience and reach, monetize content library, increase advertising sales, and become more competitive.

Solution Storyboard

Continue

• Creating, acquiring, and delivering popular content

• Expanding audiences

• Increasing advertising sales

Beneits• Increased audience and reach

• Increased value for advertisers

• Increased revenue opportunities

#2 Deliver media-on-demandPerformancesExclusive programming

Live eventsArchived media

Create ongoing engagement

Anytime, any place, any device

Monetize content

Increase reach

Engage customers,monetize library#3

Create ongoingengagement

Enlargeaudiences

Provide media-on-demand choices#1

SYSTEMS OF IN

TELLIGEN

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EMPOWER YOUR EMP

LOY

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UR CUSTOMERS




□ Increased revenue from existing and new assets

□ Faster response time to market

□ Increased sales and contribution margin

□ □ □ □ □ □ □

Customer

□ Increased media consumption

□ Increased satisfaction with provider

□ Improved awareness of products and services

□ □ □ □

Innovation

□ Improved ad placement

□ Improved advertising revenue

□ □ □ □

Employee

□ Improved insight into what customers want

□ Improved productivity and worklow

□ Scheduling eficiency

□ □ □ □

Brand

□ Increased brand awareness

□ Increased brand value

□ Improved brand image

□ □ □ □

Metadata and Information Management for Machine Learning and Advanced Analytics

• Design metadata tagging for machine learning and advanced analytics

• Test metadata tags with machine learning to verify desired results

• Increased accuracy for prediction of content desirability

• Increased accuracy for prediction of up/cross sell

Viewer Experience

• Improve streaming performance to mobile devices and gaming systems

• Design new products and services including popup channels

• Create ofline and premium experiences (superHD, ofline playback)

• Link content to shopping experiences (clothing, memorabilia, events, household goods, etc.)

• Improved viewer experience

• Improved customer loyalty

• Increased revenue from up/cross sell

• Increased revenue from innovative irst-to-market products

Gain Insight from Viewer Desires and Behavior

• Improve customer segmentation, identify viewership trends and social insights

• Improve suggested viewing and suggested purchases for customers

• Identify where to invest further (media, services, products, etc.)

• Identify insights for optimization of cost and quality improvements for service delivery

• Increased return on innovation investment

• Increased revenue from up/cross sell

• Reduced cost of product development

Sum

mar

yO

bje

ctiv

es

Bene

its

Tech

no

log

y


Roadmap


The Book of Dreams helps you create and share your organization’s vision to transform your business. Together with a Microsoft Digital Advisor, you can create your Book of Dreams, assemble your Digital Dream Team, and build out a Digital Dream Factory that will turn your digital aspirations into reality. Digital is Business.

Trends and Insights

What key trends and insights are relevant to your organization?

Identify the key industry trends and insights that matter to your business. Write down the ideas you have about how technology can change what’s possible. Consider new customer experiences. Consider what digital technologies can do for your business.

1 Digital Journey Map

How do your customers engage with your organization?

Draw a line that fully represents your customer’s experience. Place a mark at any step where there is any interaction between the customer and your organization.

3

Scenario Narrative

What are the pains, needs, and desired outcomes of your customers?

Write a story describing today’s business pains and needs. Next, write down a story describing the desired outcome.

5 Value Scorecard

What’s the value of doing this?

Write down the outcomes that you want to achieve. Rather than creating a long list, focus on the top three outcomes that you want to achieve by implementing this particular idea.

7

Digital Vision

How do you envision the future reality of your organization?

Write down a simple story of your desired future state. It should be aspirational. Dream big.

2 Scenario Planning

What three ideas do you want to try?

List your Drivers (the WHY), your Investment Objectives (the WHAT), and your 3 ideas (the HOW). Identify and map the potential beneits to each of the three ideas.

4

Roadmap

How will you get there?

Identify three phases for implementing your idea. Make each phase a meaningful milestone that represents some change.

8

DreamImagine and envision the art of the possible

DesignBuild desired state

and roadmap

DeliverBusiness value and outcomes

Solution Storyboard

What does the future state look like?

You’ve described it in your Scenario Narrative. Now illustrate the desired future state.

6





Create your Book of Dreams - from imagination to reality

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Microsoft Services | http://microsoft.com/services Media

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Microsoft’s Vision for the Digital Era Digital Transformation … · 2019-05-09 · Digital Transformation Microsoft’s Vision for the Digital Era Digital Transformation Customer