DIGITAL TRANSFORMATION

A Business Approach

by SONTER JULIUS ZEVER

Presentation Outline

Introduction to Digital Skills

Essentials of Digital Skills

Digital Intelligence

Digital Transformation

Benefits of Digital Transformation

Building Blocks of Digital Transformation

Elements of Digital Transformation

Digital Transformation Business Model

Barrier of Digital Transformation

Transformation Plan
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 INTRODUCTION TO DIGITAL SKILLS
What does Digital Skills mean?
Digital skills(literacy) - the ability to find, evaluate, utilize, share, and create content
using information and communication technologies and the Internet. From our
definition anyone with the ability to use digital equipment can be said to possess digital
skills. To succeed in today’s business world, an individual must know the right digital
skills for his career or business.

The Need for Digital Literacy in Business: In the modern business economy, digital
skills are highly valued; in the future, digital skills will be vital. In today's world, people
like to consume content, make buying decisions, stream music, complete banking
transactions, share their thoughts, and do a host of other stuff on the go. As
technologies advance and consumers are becoming more switched on than ever
before, it's never been more important to understand how to harness the power of
digital technologies to help improve your career prospects, boost brand awareness,
and branch out to your target audience in a way that commands results. 2
 SIX(6) ESSENTIALS TO EFFECTIVELY EQUIP ENTREPRENEURS WITH DIGITAL
LITERACY FOR SUCCESS

A. Solution fluency

B. Information fluency

C. Collaboration fluency

D. Media fluency

E. Creativity fluency

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 DIGITAL INTELLIGENCE
Digital intelligence, DQ is the set of social, emotional and cognitive abilities that enable
individuals to face the challenges and adapt to the demands of digital life.

More importantly, the acquisition of these abilities should be rooted in desirable human
values such as respect, empathy and prudence. These values facilitate the wise and
responsible use of technology – an attribute which will mark the future leaders.

These abilities can broadly be broken down into eight interconnected areas:

1. Digital identity
2. Digital use
3. Digital safety
4. Digital security
5. Digital emotional intelligence

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 Definition of DIGITAL TRANSFORMATION

• “Digital transformation refers to the changes associated with the application

of digital technology in all aspects of human society

• Driven by a combination of forces

Focused on enhancing customer relationships, optimizing

•
process and automation, transforming/embracing new business models

•
Successful DT comes not from just implementing new technologies
but from transforming the organization to take advantage of the possibility
these technologies provide.

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The Benefits of Digital Transformation

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Consider This…..

• The world’s largest taxi company owns no vehicles

• The largest accommodation provider owns no real estate

• The most popular media provider creates no content

• The most valuable photo company sells no cameras

• The fastest growing television network lays no cables

• The most valuable retailer has no inventory

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Elements of Digital Transformation
Branding
• Defining a corporate image and message that is inspirational and emotional.

• Developing the marketing strategy and associated assets that tie to this brand and can be promoted in today’s digital world.

Communication
• Enhancing internal and external communications – driving efficiency and speed to market

• Ranges from social media and SEO to communication and collaboration platforms that increase workforce productivity

Transacting
• Defines the systems that automate and enhance how an organization monetizes their brand and offerings

• Focuses on e-Commerce, CRM, ERP, system integration, mobile, analytics

Computing
• Ties to digital ready networks, cloud computing, management of big data/IoT

• Providing the underlying network, communications, and computing infrastructure necessary to drive business in the digital
world
• Focus on high performance, reliability, security, monitoring, management, automation

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 Six Building Blocks of Digital Transformation Template 1

Six Key Steps to Build a

Successful Digital Business

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Create the Put the Right Launch a Digital Formulate Digital Find, develop & Create new
Right Mindset Leaders in Place Business Center Strategy to Respond Acquire Digital Digital Business
and Shared of Excellence to Opportunities and Business Skills Capabilities
Understanding Threats + Roles

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Six Building Blocks of Digital Transformation Template 2
01 Strategy And Innovation
Focus on future value and drive
fuelled by experimentation

Customer Decision Journey 02

Deep analysis and ethnographic
research to understand how and
why customers make decisions
03 Process Automation
Reinvented processes and
customer journeys through
automation and agile processes

Organization 04
Agile, flexible, and collaborative
processes and capabilities that
follow strategy
05 Technology
2-speed IT to support core functions
and rapid development

Data Analytics 06
Usable and relevant customer
analytics tied to goals and
strategies
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Strategy and Innovation

58 Percent of Digital Leaders run strategy by experimentation

through limited releases and prototyping

Effective Digital Strategies prioritize a handful of interventions

where the business can exploit significant opportunities

The best Digital Strategies don’t rely on past analysis, but

instead start fresh and carve out a vision based on where they
believe value is likely to shift over the next three to five years

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 Customer Decision Journey
Zero Moment of Truth
Product or brand based research sees brands
01 added and subtracted to the early consideration
set. Based upon price, performance, online
reviews, in-store browsing and social media

Initial Consideration Set First Moment of Truth

Consumer’s carry preference and 06 02 A final shortlist is set, based upon the
preconceived ideas, often enabling a evaluation phase - products are viewed and
Positive & negative
rapid forming of an early consideration set reviews become the next reviewed either online (desktop and mobile) or
persons ZMOT or Trigger
for research and exploration, in-store, at at shelf in-store, possibly both at the same time
home online, or via mobile on the move

Some Triggers come with

automatic brand selection based
on previous experiences,
Trigger advocacy born of emotions, trust,
deep beliefs & a relationship
Purchase Decision
A consumer’s journey is emotional, triggered The moment of purchase and associated experience
by need or want, influenced by direct and 05 03 is central to how the consumer feels aboutthe brand,
indirect brand messages, friends, WOM. It is as well as the retailer, before consumption takes
not, necessarily anything to do with brand place. Are they excited or impartial ?
owners, or their advertising

04
Second Moment of Truth
Unwrapping, unboxing and using - the consumer now has new information
for future brand purchases, as well as the ease and means to share those
experiences, creating a brand foot-print for future consumers to follow

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 Process Automation
Cost performance can improve by as much as 90
percent as the automation effort scales across functions Stage 5 Task

STAGE 3
Performance
Stage 3 Activity
STAGE 5
Performance
STAGE 1 Stage 5 Activity
Performance Stage 3 Task
Stage 1 Activity
STAGE 6
Performance
Stage 6 Activity

Stage 1 Task

STAGE 4
Performance
Stage 6 Task
Stage 4 Activity
STAGE 2
Performance
Stage 2 Activity

Stage 4 Task

Stage 2 Task
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 Organization

The challenge is to move toward a structure that is Agile, Flexible, and Increasingly Collaborative while keeping
the rest of the business running smoothly

Many companies have set up Incubators or Centers of Excellence during the early stages of a Digital
Transformation to cultivate capabilities

The most successful Digital Companies are zealous about metrics that focus on the Customer Journey, such as

Customer Lifetime Value Omni Channel Behavior

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 Technology

Digital Marketing Services

Traditional Triggers
Marketing
Firms

IT Service Strong focus on Digital Transformation Increasing competition from

Providers customer experience across enterprises enterprises adopting new and
driven by Technology unique marketing models
Innovations

Old Digital Marketing Landscape

Interactive
Agencies Evolving Digital Marketing Landscape
Consulting

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 Data and Analytics

Internet of Hyper
Things (IoT) Personalisation

Artificial Machine
Intelligence (AI) Intelligence (MI)

Augmented Behavioural
Reality Analytics
DATA
Graph ANALYTICS Journey
Analytics Sciences

Agile Data The Experience

Science Economy

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 Digital Transformation Business Model
INFORMATION TECHNOLOGY DIGITAL OPERATIONS

Value Chain Applications

Make People
Awesome
Engineering Production CAx MES
Lean UX
Logistics Sales & Services PLM ERP
MODERN New
Experiment Deliver Value
Rapidly AGILE Continuously
Culture
Technology Devices
Dev Ops Agile
Cloud Big Data PLC Wearables
Make Security
a Prerequisite Robotics 3D Printing Sensors Tablets
KPI: Release Products in max 6 to 8 weeks

MARKETING & SALES

Internet of Things
Know Yourself:
Where are we today ?
Where do we want to be ? The Goal
What is our value proposition ? SIMPLE
How do we know we have reached ?
PROPOSITION
Resources:
What is or budget ?
What skills do we have ? Self Service Landing E-Commerce
Online Page
How much time do we have ?
Leads
Competition:
Who is our competition ? CRM Phone Emails Presentations
What is their proposition ? Calls

Your Customer: COMPLEX

Who is our target customer ?
PROPOSITION
How can we reach our customer ?
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 Barriers to Digital Transformation

Business case Identification 10%

Employee Training 25%

Short-term Revenue Targets 30%

Data Issues 45%

Digital Skills Shortage 60%

Legacy systems/ processes 70%

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 Transformation Plan

Months

0-3
0-3 4-6
4-6 7-24
7-24

Budget

Launch Blog &

Website & Social Audience Building
Email Marketing

Email Database Content Curation

CRM

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Thank You

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