Digital Business Transformation - Dr.

Pham Quoc Trung - 2019

thi: trắc nghiệm, 1 câu tự luận nhỏ, đề mở

Digital Business Transformation

- Chuyển đổi kinh doanh số

Lecture 1 - Introduction

Dr. Pham Quoc Trung

Department of Management Information System
School of Industrial Management, HCMUT (VNU-HCM)
[email protected], @

LEARNING OBJECTIVES
This courses provide students concepts, mindsets, strategies, and techniques to
sustain and adapt a business in the digital society.
The objective of this course is to introduce to the participants the main
components and elements for a successful digital transformation.
Introduces well-known case studies that will cover various aspects of the digital
transformation starting from strategic roadmap formulation and development up
to the deployment of the relevant digital technologies.
Moreover, various digital transformation enabling and disruptive technologies,
and business models will be covered such as platforms, mobile technology,
analytics, Internet of Things, big data, social media, and cloud computing…

1
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

LEARNING OUTCOMES
Understand the Digital Transformation Process
Build a digital roadmap and create a highly-effective digital
organization
Develop a digital strategy that leverages the organizational
competitive advantage and preserves it for the future
Adapt the structures and processes to take advantage of digital
opportunities and reduce digital threats
Recognize new digital technologies that will impact the business

COURSE’S OUTLINE
This course covers how to leverage major technology advances to
significantly transform a business in the marketplace in the
industrial revolution 4.0.
There is a focus on major issues a business must deal with to
transform its technical and market strategies successfully, including
the organizational and cultural aspects that often cause such
business transformations to fail.

2
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

COURSE’S MAIN CONTENT

Week Content
1 What Is Digital Mastery? Introduction
2 Creating a Compelling Customer Experience
Developing Digital
3 Exploiting the Power of Core Operations
4 Reinventing Business Models capabilities
5 Crafting Your Digital Vision
6 Engaging the Organization at Scale Developing Leadership
7 Governing the Transformation capabilities
8 Building Technology Leadership Capabilities
9 Framing the Digital Challenge
10 Focusing Investment Implementing Digital
11 Mobilizing the Organization Transformation
12 Sustaining the Digital Transformation
13, 14 Review + Group project presentation

TEXTBOOKS AND REFERENCES

George Westerman, Didier Bonnet, Andrew McAfee, Leading Digital: Turning
Technology into Business Transformation, Havard Business Review Press, 2014
David L. Rogers, The Digital Transformation Playbook: Rethink Your Business for the Digital
Age, Columbia Business School Publishing, 2016
David Wiraeus & James Creelman, Agile Strategy - Management in the Digital Age: How
Dynamic Balanced Scorecards Transform Decision Making, Speed and Effectiveness,
Palgrave MacMillan, 2019
Neil Perkin & Peter Abraham, Building the Agile Business through Digital Transformation,
KoganPage, 2017
Ferri Abolhassan (Editor), The Drivers of Digital Transformation: Why There’s No Way
Around the Cloud, Springer, 2017

3
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

LECTURER’S INFORMATION

Lecturer: Dr. Phạm Quốc Trung

Office: 103 B10, School of Industrial Management, HCMUT
E-mail: [email protected] or [email protected]
Telephone: (08) 38647256 * 5607
Mobile phone: 0932282146

LEARNING STRATEGIES & ASSESSMENT

Learning strategies:
Students are required to be at least 70% attendance of theoretical lectures and 100%
of individual assignments, discussion, presentation of the course.
Besides class-based lectures, students are expected to be active in their own-self control
of study schedule via key course’s materials, handouts in associated with research papers,
reports and given case studies (with the support of e-learning system).
Students can meet and discuss with lecturer about the course content at the department
office according to the meeting time frame of the lecturer.
Assessment scheme:
Overall result of the course will be assessed through 3 main components of subject:
exercises/case study (20%), group project (30%) and final course’s exam (50%).

4
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

TOPICS FOR INDIVIDUAL FINAL PROJECT

Cloud Computing and Edge Computing google sẵn mớ file cho từng chủ đề để làm tự luận copy
paste cho nhanh
Industry 4.0
AI and Machine Learning (Health, Politics, …) vertical applications
Augmented and Virtual Reality, Digital Twins
IoT
Blockchain and Cryptocurrency (financial & non financial applications)
Smart Cities and Homes (two topics)
Big Data and Analytics
Platforms and Disruption
Ethics, Security, FinTech, MedTech, …
New Skills and New Job (Impact of DT on Society), the ugly side of DT

THE VALUE CHAIN

Customer Experience
Product and Service
Service
Value Business Model

Product
Employee Experience
Primary Activities
Support Activities

Capabilities – Human Resource, Financial, Technological

5
Digital Business Transformation - Dr. Pham Quoc Trung - 2019
Founder Intel

THE VALUE CHAIN

Customer Experience
Business Model Value
Primary Activities Product Service
Product and Service

Support Activities Capabilities –

Human Resource, Employee Experience

Financial, Technological

THE VALUE CHAIN

Customer

Value
Customer Experience
Primary Activities Product & Servic
Business
Product and Model
e
Service
Front end: bên ngoài
Support Activities Capabilities –
Human Resource, Employee Experience
The Back End -- Internal Operations
Financial, Technological

6
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

NEW TERMINOLOGIES AND VOCABULARIES

Agile methodology Cryptocurrencies
Digital opportunities
Digital operations and process
Artificial Intelligence Al
Digital services and products
Disruption
Digital vision Data mining skills
Blockchain
Digital strategy Intelligent Agent
Big Data
Innovation and entrepreneurial culture
Organization’s digital journey Monetize data and Analytics
Digital customer experience

NEW TERMINOLOGIES AND VOCABULARIES

Reinvent the organization, discover a new or Digital ecosystem
revised business model
Reshape and redefine culture,
Touch points with customers and Everything is practice and thinking
a point of interaction
Digital revenue
Digital capabilities
Processes, Customers, employees, values
Cloud Computing
It’s much more unpredictable, iterative, and
Customer’s digital assistant experimental and it entails much higher risk

7
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

IN NUMBERS

8
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

9
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

10
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Smart home, camerA,

11
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

12
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

IMAGINE AN ECONOMY WHERE…

The Success Rate Of New Product Introductions Is Improved

70% From Today By 70%

75% Of All Same Day Autonomous 25% Of CPG Retail Shopping Is

Consumer Deliveries Are Fulfilled Vehicles Displace 2nd Car Conducted In Omni-channel
By Demand-based, Socially- Ownership, Decreasing Commerce Marketplaces
linked Delivery Networks Congestion By 10% In Served
Cities

Introduction
26

 Change versus Transformation!

 Digital Transformation?
 Who are the players?
 Why we need digital transformation now?
 What are the challenges or barriers?
 What are the main ingredients for successful DT?
 What do we need to get digitally transformed?

13
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Activity
27

 Change versus Transformation

 What is Change?
 What is Transformation?

 Examples?

 10 minutes

 Share your thoughts

 Accept other groups comments (positively, constructively)

Change versus Transformation

28

 Many managers don’t realize that the two are not the same
 We know how to manage change, but we continue to struggle with transformation
 “Change management” means implementing finite initiatives, which may or may not
cut across the organization (may be within departments’ boundaries)
 The focus is on executing a "well-defined shift" in the way things work
 It’s not easy, but we do know a lot more today about what to do
 For example, when a large technology firm integrated specialized engineers into its
regional sales teams, there were shifts in roles, client coverage, compensation, goal
setting, and teamwork

14
 Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Change versus Transformation

29

 By applying well-known change management principles and tools — such as:

 making the business case,
 building a coalition of leaders,
 getting early results,
 engaging stakeholders, and executing with discipline, etc.
 … new improved results would emerge
 There are similar examples of other companies successfully executing discrete change
Vd ql changeinitiatives, like introducing a new performance management system, shifting from decentralized
to centralized marketing support, and utilizing new personal productivity tools
 The point is that all of these initiatives were reasonably well-defined. The change
management work focused on execution

Change versus Transformation

30

 Transformation is another "animal" altogether

 Unlike change management, it doesn’t focus on a few discrete, well-defined shifts, but rather
on a portfolio of initiatives, which are interdependent or intersecting
 More importantly, the overall goal of transformation is not just to execute a defined change —
but to reinvent the organization and discover a new or revised business model based on a
vision for the future
 It’s much more unpredictable, iterative, and experimental
 It entails much higher risk. Even if successful change management leads to the execution of
certain initiatives within the transformation portfolio, the overall transformation could still
fail
 Transformation is as much a process of discovery and experimentation as it is of execution
 Success isn’t guaranteed no matter how effective the change management skills

15
 Digital Business Transformation - Dr. Pham Quoc Trung - 2019

31

digitice: nhỏ hơn nữa, số hóa dữ liệu từ truyền thống sáng CSDL trên máy
DT: đổi các thức tương tác của 1 tổ chức
digitalize: tin học hóa, ứng dụng đơn lẻ nghe lại từ record ghi lại

WHAT IS DIGITAL TRANSFORMATION (DX)?

Organizations Adapt To Changes In Their Ecosystem By Leveraging Digital Technologies To Create

Digitally Enhanced, Customer Centric Business Models

Improve Generate
Operational New Revenue
Create New Efficiencies Streams
Customer Rapidly Respond
Experiences To Changing
Conditions

16
 Digital Business Transformation - Dr. Pham Quoc Trung - 2019

33

CUSTOM DATA FLATFORM

ĐÀO TẠO NGÀNH MIS: vai trò cầu nối giữa bộ phận IT và business, nên tương lai CEO từ bộ phận kỹ thuật IT, 1/3 TỪ IT, quản lý cấp
cao phải hiểu về công nghệ ko chỉ hiểu về QTKD

Change versus Transformation

34

 According to https://www.i-scoop.eu/digital-transformation/
 Digital transformation is the profound and accelerating transformation of business activities,
processes, competencies and models to fully leverage the changes and opportunities of digital
technologies and their impact across society in a strategic and prioritized way, with present and
future shifts in mind
 The development of new competencies revolves around the capacities to be
 more agile,
 people-oriented,
 innovative,
 customer-centric,
 streamlined,
 efficient and
 able to induce/leverage opportunities to change the unadapted status quo

17
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Change versus Transformation

35

 According to https://www.i-scoop.eu/digital-transformation/
 The goal is an ability to
 move faster from an increased awareness and
 forecast capability regarding changes to decisions and innovation

Change versus Transformation

36

 According to http://www.briansolis.com/2017/01/definition-of-
digital-transformation/
 Digital transformation is the realignment of, or new investment in,
 technology,
 business models, and
 processes

 to drive new value for customers and employees and more effectively
compete in an ever-changing digital economy

18
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Who are the Players

37

 To enhance and improve customer experience -- B2C and B2B

 Businesses  Digital Transformation Strategy  Digital Businesses
 Providers who are offering Digital Solutions (Technologies)
 Consultants, Technology Companies, etc.
 Digital transformation consulting (DTC) services are strategy and transformation
consulting services supporting senior business stakeholders, such as CEOs, COOs,
chief marketing officers (CMOs) and other business leaders
 DTC particularly helps these leaders in efforts to leverage digital technologies
that enable the innovation of their entire business or elements of their business and
operating models
 Specific capabilities include consulting services for digital strategy and
transformation, digital operations, and digital customer experience

38

WHO made it?

thay đổi để tăng thêm đoạn tăng trưởng dài hạn hơn

19
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

39 Tokio Marine
Holdings Boeing
Square
of Australia
Lloyds Bank

Progressive Insurance

Zipcar

Kimberly-Clark

CEOs Survey on Digital Transformation in 2017

40

 Growth and Digital Transformation are top

business priorities for CEOs in 2017
 56% CEOs say Digital Transformation has
increased profits
 47% of the 388 CEOs said they face pressure
from their board of directors to make progress
in Digital Business
 58% CEOs say, growth is their No. 1 business
priority in 2017, while product improvement
and technology are also rising in priority
 33% CEOs said they define and measure their
Digital Revenue

20
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

CEOs Survey on Digital Transformation in 2017

41

 20% CEOs are taking a “Digital First”

approach to transformation, which may include
efforts such as creating a new business process,
or a new mobile app
 57% CEOs plan to build in-house technology
and digital capabilities, compared to the 29%
who plan to outsource it bù đắp thiếu hụt IT
 22% CEOs are taking a “Digital to the Core”
stance where the product, service, and business
According to Gartner’s survey, Digital
model change with new digital capabilities and transformation and business growth are top
the technology that supports those becomes a priorities for CEOs in 2018+. It says that CEOs
core competency have already begun the process of digital
business transformation and are scaling up
their efforts to maximize the business success.

CEO Priorities Are Slowly Shifting to Meet

Rising Growth Challenges
42

Source: Gartner (May 2019)

21
 Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Experts Views and Trends Predictions

43

 In his articles “Top 10 Trends For Digital Transformation In 2017”,

Daniel Newman indicated:
 Digital transformation reshapes every aspect of a business
 As digital technology continues to evolve, I believe that successful digital
transformation will require careful collaboration, thoughtful planning, and the
inclusion of every department silos aspect: cần có cái nhìn hệ thống
liên phòng ban
 During recent years, we’ve seen shifts in how traditional leadership roles
operate, as silos break down and the scopes of various roles widen and
change ốc đảo, chỉ tập trung ở 1 phòng ban sang cả hệ thống cty
 Digital transformation has morphed [changed] from a trend to a central
component of modern business strategy

Experts Views and Trends Predictions

link web: forbes.com/sites/danielnewman/2020/09/21/top-10-digitial-transformtation-trends-for-2021/?sh=14721c7c6f4a
44

 In his articles “Top 10 Trends For Digital Transformation In 2019”,

Daniel Newman indicated:
 5G Fixed to 5G Mobile tăng tốc độ đg truyền mạng đt
1 phần của ứng dụng Al Chatbots Good to Great
cơ chế kết nối
 Connected Clouds (Public, Private, Hybrid)
 Blockchain Finally Understood and Flops (kind of)
 Data to Analytics to Machine Learning to AI phân tích, biến DL thành thông tin có ích
 GDPR Forces Brand Hands an toàn an ninh dữ liệu của EU, quyền riêng tư KH, minh bạch
 AR Yes, VR (Still) No hiện thực ảo hiện thực tăng thêm: gg class, kết nối ggmap
 Edge to Core and IoT Much More
 Consumption-Based IT Services for the Win (FTW) dịch vụ IT dựa trên ng tiêu dùng
 CEOs Take the Reins CEO quyết định đầu tư CDS

10 công nghệ:
- headless tech: dn tách
- work from home coi tiếp còn list trong web
- Al 22
- device di động
- quantum mainstream: máy tính lượng tử xl big data
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Experts Views and Trends Predictions

45

 IDC has released its 2017 predictions for digital transformation and
for CIOs, in addition to its IT industry predictions
 Digital transformation is a technology-centric transformation that is
profoundly changing business and society
 IDC expects to see in the coming years:
 By 2021, one third of CEOs and COOs of Fortune 2000 companies will have
spent at least 5 years of their career in a technology leadership role
 This will be a new career path for current CIOs who can forge digital-based
alliances across the enterprise and lead digital transformation initiatives

Experts Views and Trends Predictions

46

 IDC expects to see in the coming years:

 Only 40% of CIOs will lead the digital transformation of the enterprise by
from 2018
 CIOs leading digital transformation will build organizational linkages with
line of business technology teams and across IT organizational silos, and will
empower changes in thinking, culture, and practices
 By 2018, companies investing in IoT-based operational sensing and cognitive-
based situational awareness will see 30% improvements in the cycle times
 IT will need human resources that have detailed process knowledge, as well as
IT capabilities to implement IoT technologies

23
Digital Business Transformation - Dr. Pham Quoc Trung - 2019

Experts Views and Trends Predictions

47

 IDC expects to see in the coming years:

 By 2019, 40% of IT projects will create new digital services and revenue
streams that monetize data
 IT will have to drive data and analytical strategies for companies
 By 2019, 5% of revenue will come through interaction with a customer’s
digital assistant
 Intelligent agents will create an array of conversational interaction points
that need to be defined, maintained and managed
 Organizations will need to develop a new set of skills in sales, marketing, and
product organizations to serve a connected user

Experts Views and Trends Predictions

48

 IDC expects to see in the coming years:

 By 2018, 45% of CIOs will shift primary focus from physical to digital and move
away from BPM and optimization to deliver scale, predictability, and speed
 Leveraging digital technologies, new business models, and entrepreneurial cultures
will be required for success khởi nghiệp
 By the end of 2017, revenue growth from information-based products will be double
that of the rest of the product/service portfolio for one third of all Fortune 500
companies
 Analytics will become value-added services that will increase the revenue potential
of information-based products
 Organizations will need to develop new data mining skills that will be required to fully
realize this potential

24
 Digital Business Transformation - Dr. Pham Quoc Trung - 2019

simtalk
Ximeng: viết ứng dụng phần mềm QL thông tin cho cty

Dalat Hasfarm: nhà kính thông minh cho hoa Hasfarm, nâng cao năng lực quản lý, chất lượng SP, đặc trưng

Thank You!
so với đối thủ, công tác sx chuyên nghiệp hơn
XD bộ công cụ, ng QL chỉ cần biết 1 ít lập trình, trans ggform, viết ứng dụng lập báo cáo = app, so với trc mất
3 tiếng thì giờ 5'
vd: biểu đồ NV đã tiêm vaccine nhanh

=> CDS từ phần mềm đến con người

built or buy?
Q&A
Simplyput_saleforce360_E.L.F: 3 tips CĐS: meet shopper where they are, grow loyalty,, scalabe flexible
flatform

kết nối KH, tạo cộng đồng KH giữ lại với doanh nghiệp
con người, KH

Duhal: nhà SX đèn led lớn nhất VN. robot trong sx: hàng máng đèn,...
tập đoàn tư nhân, 2 năm ko thu hồi vốn ko làm, nhờ robot chất lượng ổn định, dây chuyền sx tự động
lợi ích: hỗ trợ việc RQĐ, tự động hóa quy trình quản lý (NV mới làm theo phần mềm), lợi thế cạnh tranh (KH
thấy Duhal
dùng robot thì tin tưởng hơn) tăng hiệu quả quản trị DN

số hóa quy trình:

DN SME, bao lâu CDS thành công, bán offline sang online, chỉ là 1 phần rất nhỏ,

VNresort: giá cả phù hợp? mục tiêu CDS cần có lộ trình, tác động đến những quy trình nào, flatform gì, thay
đổi gì?
mới xác định giải pháp phù hợp
vd: cty ngành của mình sd giải pháp gì? mình xem xét công nghệ đó r chọn nhà thầu phù hợp, giá nào cũng có
NV phản đối: áp dụng quản lý sự thay đổi

dùng app đánh giá khen thưởng NV, chuyển thành phần thưởng: voucher, du lịch...còn NV ko chịu nữa thì
xem xét tiếp tuyển dụng
ng lãnh đạo cần là 1 thiếu niên công nghệ, ko hiểu nhưng sẵn sàng khám phá, tiếp thu

Kodak thất bại vì mn chuyển cn, nên lỗi thời, do Kodak ko CDS
netflix:

khi nhìn 1 vấn đề cần áp dụng 5W,1H...1 ng công nghệ + tư duy quản lý, ko phải đưa gì làm đó, cần phải có
critical thinking
dân kỹ thuật cần có tư duy logic, giải quyết bài toán của cty sx,

3 mục tiêu: tiết kiệm chi phí, tăng NSLĐ, trải nghiệm ng dùng

25