Digital Disruption

1. The Digital Age is HERE!!!
Elo Umeh
Co-Founder and CEO Terragon Group

2. Vision Statement:
Innovation to make Mobile Meaningful
Mission Statement:
To be Africa's largest digital media business through
the use of information to drive digital inclusion and
innovation, which meets the needs of our customers
and facilitates scale and sustainability of the
business in the long term.

3. The Business:
Twinpine Ltd –
Mobile
Advertising
Terragon Media
Limited – Digital
Media Agency
Terragon
Limited – Access
and Aggregation

5. In the Era of Digital Darwinism, no business is
too big to fail or too small to succeed. Adapt or
Die!
- Brian Solis: The end of business as usual
Expectations changing rapidly
Cost dropping everyday
Competitve Landscape changing
Plug and Play Dynamics

6. The Digital Disruption

7. • Digital Disruption explodes the status quo and
pushes a business into new dimensions while
questioning its very own survival.
• The digital economy is changing the very
nature of consumption, competition and how
markets works.

8. Digital Disruption Varies by Industry
Mobile
Telecoms
Consumer
Electronics
retailing
Retail
Banking
Music
Retailing
Airline &
Hotel
Bookings
Grocery/
Apparel
Retailing
Health
Education

9. Digitization of Business Verticals

11. Going Digital To Grow

12. Embrace Digital In Line with Unique
Opportunity
Estimate
the value at
stake Prioritize
Take an
End-to-end
View
Align
business
portfolio
accordingly
Be clear on the
digital sales
and cost-
reduction
opportunity
available
Be selective. Start
from areas that
would likely
deliver the
greatest ROI and
best customer
outcomes
Product
offering on
both front and
back end must
align
Divest where
necessary . Identify
holdings that’s are
likely to
underperform in new
environment and
slough them off

13. What is Driving the Disruption?

14. Cloud
Technology
Mobile
Internet
Internet of
Things

15. How these Disruptive technologies
could Affect, Society Business and
Economies

16. Mobile Internet
Smart Phones & Tablets Wearables High – Speed wireless
connectivity
Applications

17. Mobile Internet: Potentials For
Acceleration
• Accelerating growth of mobile internet use
will have significant impact in developing
economies.
• Mobile internet will be driven by how well
device makers and mobile internet services
tailor their offerings.

18. Mobile Internet: Potential Economic
Impact by 2025
Sector Application Productivity Gain
Education Hybrid (Online and Offline)
teaching Models
Increase Graduate rate of 5%
to 15%
Public Applications for citizen Services
(information requests, license
applications & tax payment)
Raise productivity by 60% -
70%
Public & Private Mobile Payment Save 50% – 70% of
processing cost over paper
transactions.
Source: MGI, Disruptive Technology, 2013

19. Internet of Things
Anything that can be connected will be
connected.
- What if your alarm clock wakes up you at 6 am and then notifies your
coffee maker to start brewing coffee for you?
- What if your office equipment knew when it was running low on
supplies and automatically re-ordered more?
Connection of any device with an on and off switch to the Internet
(and/or to each other). This includes everything from cell phones,
coffee makers, washing machines, headphones, lamps, wearable
devices and almost anything else you can think of.

20. IOT – Potential Economic Impact by
2025
Sector Possible Application Productivity Gain
Agriculture Use sensors to gather data on conditions
of crops and livestock
10-20% increase in yield
Urban Infrastructure Traffic applications for Monitoring
traffic, smart water system for managing
water loss and identifying leakages and
damages, smart waste handling.
Raise productivity by 60%
- 70%
Manufacturing Sensors can be used to track machinery,
inventory, and reduce work in progress
10-20% reduction in
traffic time, water leaks
and waste handling
Health Improved efficiency in treating chronic
conditions – Out-of-hospital treatment
and remote monitoring.
Using sensors on bottles to reduce sale
on fake drug
Reduced cost of chronic
disease treatment by 10%
- 20%.
Reduce drug
counterfeiting by 80% -
100%
Source: MGI, Disruptive Technology, 2013

21. Cloud Computing
In the new Information Age, cloud computing
provides on-demand self-service, anytime and
anywhere by pooling of computing resources for
multiple users or organizations.

22. Cloud Computing: Potential for
Acceleration
• Rapid Acceleration of services and
applications for internet clients.
• Increasing SMEs who don’t have resources to
build and manage extensive IT infrastructure.

24. Competing in the Digital Age

25. • Digitization lowers barriers, disaggregates
value chains, and creates opening for focused,
fast moving competitors.
• Digital Capabilities increasingly determine
which companies create value or lose value.

26. What is your Competitive Strategy
• Buy or sell Businesses in your portfolio?
- Profitability of some businesses become less attractive in a digital
world. Companies that Lack sufficient scale or expect significant digital
downside should consider divesting businesses.
• Lead your customers or follow them?
- Inaction is risky
• Cooperate and compete with attackers?
- Digital technologies are opening a pathway to collaborative forms of
innovation

27. What is your competitive Strategy
Diversify or Double down on digital Initiatives?
- While diversification reduces risks, new initiative however innovative can be easily
replicated by competitors.
Keep Digital Businesses separate or integrate them
with current non digital ones?
- Companies with diverse business portfolios could use a hybrid approach to create a
standalone and a well-integrated digital organization.
Delegate or own the digital agenda?
- CEOs can choose to own and direct the digital agenda personally, top down.
- Chief Digital Officer can be hired to drive digital agenda, however, this carries some
risks of balkanization

28. Differentiating yourself in the Digital
Age

29. Traits of Effective Digital Companies
Be unreasonably Aspirational:
- If your targets aren't making the majority of your company feel nervous,
you probably aren't aiming high enough
Acquire capabilities:
- Buy scarce talent. Hire for skills and not experience. The best people in
product management or user experience may not be in your industry. Hire
them anyway.
Challenge Everything:
- Look out how everything in your business is done and ask ‘why’ Assume
there is an unknown start-up asking the exact same question as it plots to
disrupt your business.

30. Be quick and data driven:
- Rapid decision making is critical in dynamic digital environment. Adopt
methods such as agile development and live beta , supported by big data
analysis, to increase the pace of innovation
Follow the money:
- Digital transformation is more than just finding new revenue streams. It’s
also about creating value by reducing the cost of doing business
Obsessed with the customer:
- A healthy obsession with improving customer experience is the
foundation of any digital transformation

31. Last Words . . .
The emergent nature of digital forces means
that harnessing them is a journey, not a
destination - a relentless leadership experience
and a rare opportunity to reposition companies
for a new era of competition and growth.