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Simplifying complexity of Digital journey
1. Concept paper based on practical learnings of starting a digital
business
Simplifying the
Complex
Journey of
“Truly Digital”
Enterprises
Path to choose and Role of the
Digital Business Owner
26/02/21
1
2. Shriram Viswanathan
• Chief Business Officer and Co-Founder
SCIKEY
SRKay Consulting Group
• Deputy Vice President
Sears IT and Management Services India
• General Manager
Wipro Technologies
• Manager,
Mphasis
• Project Manager,
Tata Infotech
Highlights
• B. E. Electronics Engineering from University of Mumbai
• Last 4-5 years in building a B2B and B2C product/platform
business
• Holds a joint patent for SCIKEY MindMatch algorithm
• 3 decades of IT industry experience, Expertise in Project
Management, Delivery Leadership to large client engagements
• Instrumental in integrating captives into IT services, worked in
captives, builds captives for large clients
Extra curricular activities and hobbies
• Cricket,
• Badminton
• Passionate about Tech and Innovation
3. Confidential
We will cover
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What is
“Digital”
business?
Why is it
complex?
How
organizations
are
approaching
it?
Is your
Digital vision
complete?
Customer
Experience
Checklist
4. What is a ”Digital” Business?
• Consumers
• Buy, Work, Live – almost everything is intertwined
• Flexibility
• Profound and rapid changes are happening
• New Behavioral trends
• Cross channel experience
• Consumers/Clients/Customers have embraced it
• Continue to work with newer ways/apps/systems
• Uses technology as a COMPETITIVE advantage
• Internal and external operations
• Adapt constantly
• Time to Market is in seconds and minutes
BUSINESS
AGILITY
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6. Rate of Change is Rapid (in seconds)
• Simultaneously happening
• Consumer Behavioral changes
• Continuous Innovations
• Constant Disruptions
• Relentless Optimization
• Data is generated and analyzed
• Can you shape/influence it?
• Do you know them?
• Do you know your market is changing?
• How is cost to consumer being reduced?
• Can you serve in a Hyper-personalized fashion?
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9. How are companies approaching it?
Managemen
t
Focus
Strategy IT Strategy
Experiment with startups and
Deliver value to business
Truly Digital Business
Fully
optimized
Cost
Structure
Costs
$$$
Transformation
al
System Integration and
Rollouts
Data Transformation
Digital Transformation
Data Aggregation
Cloud Adoption/Scaling
Online Customer Acquisition
without face-to-face Sales Reducing
Cost
Structure
Customer Data Real-time decision
making
Data Secuuirty and GDPR
Hyper-personaized
Data driven approaches
Operational Lights-ON support
Digital
Service Providers
Customer facing , AI enabled
BOTs, answering queries etc
Traditional
Cost
Structure
Internal
Employees
External
Ecosystem
and Consultants
Customer
Experience
26/02/21 9
10. Management
Focus
Strategy IT Strategy
Experiment with startups and
Deliver value to business
Truly Digital Business
Fully optimized
Cost Structure
Costs $$$
Transformationa
l
System Integration and
Rollouts
Data Transformation
Digital Transformation
Data Aggregation
Cloud Adoption/Scaling
Online Customer
Acquisition
without face-to-face Sales
Reducing
Cost Structure
Customer Data Real-time
decision making
Data Secuuirty and GDPR
Hyper-personaized
Data driven approaches
Operational Lights-ON support
Digital
Service Providers
Customer facing , AI
enabled BOTs, answering
queries etc Traditional
Cost Structure
Internal
Employees
External
Ecosystem
and Consultants
Customer
Experience
Enablers
1
2
3
4
1 – ARCHAIC Approach
2- Experimenting
3 – Digital Transformation attempts
4 – Success limited to small areas
Many paths
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11. Management
Focus
Strategy IT Strategy
Experiment with startups
and Deliver value to
business
Truly Digital Business
Fully optimized
Cost Structure
Costs $$$
Transformation
al
System Integration and
Rollouts
Data Transformation
Digital Transformation
Data Aggregation
Cloud Adoption/Scaling
Online Customer
Acquisition
without face-to-face
Sales
Reducing
Cost Structure
Customer Data Real-
time decision making
Data Secuuirty and
GDPR
Hyper-personaized
Data driven approaches
Operational Lights-ON support
Digital
Service Providers
Customer facing , AI
enabled BOTs,
answering queries etc Traditional
Cost Structure
Internal
Employees
External
Ecosystem
and Consultants
Customer
Experience
Enablers
5
5 – The most circuitous yet rewarding path
Practical Learning
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12. 26/02/21 12
Source: Gartner
3 ROLES
Digital Strategist
Digital Marketing
Digital Business Unit Leader
5 elements to address
1. New Digitally enabled Business Model
2. Product and Service Portfolio
3. Information as an Asset
4. Technology
5. Content, Media and Channels
13. Identify your
Digital Business Vision Owner
• Client/Customer Acquisition
• Drone’s eye View of entire Digital Business
• Marketing
• Real-time Data Science and Metrics
• Pricing and Revenue
• Program Management & Planning
• Product Management
• Technology Oversight
• External Ecosystem Integration and
Collaboration
Digital Business
is much more than
IT Transformation /
Digital Transformation
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19. Business Agility in Action
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Our focus
What was achieved with that focus
1. Zero downtime
2. Instant Rollbacks
3. Controlled release to
different markets
• City Specific
• Region Specific
• Country Specific
• UserID specific
• Role specific
• Domain Specific
• Internal Users
• Admin Users
4. Controlled deployment
• Different features
available for different
people
• Different rates/slabs/
Pricing for different
clients
• Currency Specific
• Choice of Local Operator/
Payment system
• Hyper-Personalization
Grey Areas Introduced
1. Debugging for issues was huge
2. Number of feature flags
increased exponentially
3. Different environments had
different features enabled
4. Feature flag as a CI was
compromised
5. Rollbacks were easy – So many
20. Collaborating with
• Cloud Providers
• Programmable Media
providers
• Web Scrapers
• SMS operators
• WA integration channels
• Email Providers
• Email bounce/validity
checkers
• Cloud Optimizer Software
• Payment systems
• Resumé Parsers
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• GDPR consultants
• Legal consultants
• Country specific law
firms
• Content Providers
• Marketing Consultants
• Digital SEO consultants
• Social Media
Consultants
• DevOps
Tech startups Consultants Various Experiments
• Machine Learning
• Gaming Companies
• AI logic - continuous
• Test Automation Suites
21. Self-Evaluation checklist for Digital
Business
• Bold Vision?
• Resilient Architecture?
• Process to celebrate Failures?
• Collaborate with Startups?
• Speed to Customer in minutes?
• Rollbacks instantaneous?
• Integration with other players?
• Consistent Branding?
• Self-healing systems?
• IT and business are not separate
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• Real-time everything
• Customer Acquisition
• Customer Service
• Data
• Decisions
• Changes in environment
• Feedback
• Connected Customer
Experience
• Anticipation
• Hyper-Personalized
22. Takeaways
• Make a Strategy
• Razor sharp focus on
Customer Experience
• Experiment with
Innovators
• Collaborate with
Disruptors
• Automate everything
• Don’t do everything
• Get Experts/Consultants
•Embrace
• Failure (Celebrate it)
• Real-time Data
• New Human Trends
• New Startups
• New ways of doing
things
• Innovative yet Reduced
Pricing
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