What is digitalization? And what makes digitalization such a powerful force?

1. Melt
Fromthevisual
strategybook
step
M i i k k a L e i n o n e n ’ s
5
#melt
guideto
Digitalization

2. What is
digitalization?
LET’S TAKE A SHORT VISUALIZED TOUR
USING THE MELT FRAMEWORK

3. Thisis
thematerial
world
e.g. objects and actions

4. e.g. emotions,
competences and
knowledge
Thisis
theimmaterial
world

5. Technology
hascreated
newwaysfor
themto
melt

6. Servitization
Sharing
economy
Social
media
meltInternet
This‘melt’has
manynames:
Data
networks
IndustrialInternet
Home
automation
AI Internet of
things
Collaborative
economy

7. elementshave
featuresfrom
bothmaterial
andimmaterial
worlds.
Inmelt,

8. DIGITALIZATION
Aprocessof
convertingmaterial
actionsandobjects
intointangible
elementswith
theaidofcomputers.
DEFINITION

9. Whatmakes
digitalization
SUCH A POWERFUL
FORCE?

10. Asmaterial
elementsare
freedup…

11. Asmaterial
elementsare
freedup
thisshapes
theremaining
materialworld.

12. Acompanydevelopsa
digitalservicetoreplace
aphysicalproduct.
Newintangibleoffering
createsanewearningslogic.
Thisforcescompetitorstochange
theirbusinessmodelsaccordingly.
EXAMPLE

13. Digitalization
alsoamplifies
theimmaterial
world.
Itcreatesnewwaysfor
immaterialelementstobecome
shareable.Thisamplifies
knowledgeandcompetences.

14. Digitalization
guideto
5Step

15. WHAT CAN YOU FREE UP?
Free
1
What intangible
can you extract
from a material
element?
What intangible
can you bundle it
with to make it
more immaterial?
With what
intangible can
you replace
a material element?
A B C
1

16. WHAT CAN YOU FREE UP?
Free
1
1EXAMPLE:
Personal data,
data, data,
data…

17. HOW DO YOU WANT TO SHAPE THE MATERIAL WORLD?
Shape
2
2
CREATE
NEW
ELIMINATE
OLD
INCREASE DECREASE

18. HOW DO YOU WANT TO SHAPE THE MATERIAL WORLD?
Shape
2
2EXAMPLE:
Industrial
internet.

19. 3WHAT CAN YOU MAKE TANGIBLE?
Flow
3
Which immaterial
elements would
you like to make
more concrete?
Where are immaterial
elements flowing to at
the moment? Can this
flow be channeled?
If an immaterial
element were
concrete, what
would it be?
A B C

20. 3WHAT CAN YOU MAKE TANGIBLE?
Flow
3
EXAMPLE:
Expressing
emotions
through social
media.

21. 4HOW WILL YOU AMPLIFY THE IMMATERIAL WORLD?
Amplify
4
Map out how you already
amplify the immaterial world?
Think about what you’d like the
immaterial world to generate?
A
B

22. 4HOW WILL YOU AMPLIFY THE IMMATERIAL WORLD?
Amplify
4
EXAMPLE: Knowledge sharing.

23. 5
CAN YOU PLAY WITH OTHERS?
Ecosystem
5
Isyourecosystem
openortightlycontrolled?
Doyouplaytheroleof
hostorepiphyte?

24. An open role is optimal for creating immaterial
value. It brings reach and scale. It’s relevant for
services that aim for large user or customer bases.
Ecosystem
5
OPEN
OPENDO YOU WANT TO OPEN UP THE SERVICE TO
CUSTOMERS, SO THEY FEEL THEY OWN IT?

25. Ecosystem
5
Theoretically, it’s easier to create financial
results with this type of service, as
provision can be controlled.
CONTROLLED
CONTROLLED
DO YOU WANT THE SERVICE TO REMAIN CONTROLLED,
SO IT RESEMBLES A MATERIAL PRODUCT?

26. Ecosystem
5
Your service reaches a large user base, but
has an operating environment that’s more
difficult to control.
EPIPHYTE
DO YOU WANT YOUR SERVICE TO BE
A PART OF OTHER SERVICES?

27. Ecosystem
5
As a host, your service can develop
rapidly as all of the epiphytes it
contains develop.
HOST
DO YOU WANT TO MAKE OTHERS
PART OF YOUR SERVICE?

28. Ecosystem
5
STAND-ALONE
WELL…
THERE ARE VIRTUALLY NO MORE
STAND-ALONE MELTING PROCESSES.
SO FORGET THIS OPTION.
YOU ARE A HOST OR AN EPIPHYTE OR BOTH.

29. Ecosystem
5
Youcanhave
numerous
ecosystemroles
simultaneously.

30. 1 2
3 4
5
Sothisishow
digitalization
works:
Technologyhelpsyoutofreeup
elementsandshapethematerialworld.
Atthesametimedigitalizationamplifies
andflowsimmaterialelements.
Choosingtherightecosystemrole
iscrucialforyoursuccess.

31. FLOW
FREE
AMPLIFY
SHAPE
ECOSYSTEM ROLES

32. WWW.MIIKKALEINONEN.COM
Youarenowfamiliar
withdigitalization.
Buy Now!
Formoreinformationgoto…
Youmaycopy,modifyandusetheseideasasyouwish.
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