Vortrag zum Thema “So gelingt Digitale Transformation – Kernaussagen einer Capgemini/MIT-Studie“ von DI Bernd Bugelnig anlässlich des Unic E-Business Breakfast am 24. Oktober 2013 in Wien.

1. So gelingt die Digitale Transformation –
Kernaussagen einer Capgemini/MIT-Studie
Business Breakfast 24.10.2013
DI Bernd Bugelnig
Transform to the power of digital

2. DIGITAL TRANSFORMATION IS THE USE OF DIGITAL
TECHNOLOGIES TO RADICALLY IMPROVE PERFORMANCE OR
REACH OF ENTERPRISES
Copyright © 2013 Capgemini Consulting. All rights reserved.
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3. Compared to previous industrial revolutions digitization is mainly driven by consumer
behavior and demands
Digital Transformation Facts
Business perspective
Tipping points
50%
141 billion
searches each month on
Google
More than
of all
workloads will be
processed in the cloud by
2014
e-commerce revenues in
2012 (+19% year on year
growth expected in 2013)
Facebook exceeds
the population of
Apple announced in April
2012 that its App Store
has reached
users (at end 2012),
thereof 960 million in
China and 880 million in
India
80%
of American
consumers rely on their
social networks when
searching for products to
buy
With 1.1 billion members
the user base of
Europe
> 6 billion mobile
> $1 trillion global
Digital usage
25 billion app
downloads
Amazon.com
6 billion hours of
video watched each
month on YouTube
announced in May 2011
that it is now selling more
electronic books through
Kindle than printed books
425 million of these
users access the service
with their mobile devices
Mobile data traffic will
26-fold
grow
between 2010 and 2015
Sources: Press releases; company websites; Cisco Visual Networking Index; JP Morgan; International Telecommunications Union
Copyright © 2013 Capgemini Consulting. All rights reserved.
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4. Renewal of business model might be an imperative for not being oust by new entrants
taking advantage of digital innovations
Example: Blockbuster’s lack of adaption
EXAMPLE
Market valuation (million USD)
Blockbuster
(established in 1999)
Value
Proposition
 Started as an online DVD rental
company in 1999
 Launched personal movie
recommendation system in 2000
 Introduced streaming service in
2007
Operations/
Customers
(established in 1985)
 Traditional DVD rental business
 DVD rental through brick and mortar
stores and online
8400
 Launched online DVD rental
business in 2004
 No physical presence
 More than 6,000 stores in 2010
 900 employees
 48,000 employees as of Jan. 2010
 26 million streaming members as of
Dec. 2011
 2 million online subscribers in 2006
Valuated at $4.9 billion
as of April 2012
 Decreasing physical customer base
24
1994
2010
Bankrupt in 2010
Sources: Capgemini Analysis; Company Websites, Annual Reports
Copyright © 2013 Capgemini Consulting. All rights reserved.
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5. Digging deeper: In a joint study with the MIT we achieved a better understanding how
companies leverage Digital Transformation
Digital Transformation Study
157 Interviews
50 Companies
Billion-Dollar Companies
15 Countries
IT and Business Executives
Copyright © 2013 Capgemini Consulting. All rights reserved.
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6. Key findings (1/5):
Common pressures
« It’s hard to imagine the brutality of
the change in consumers’ behaviour »
COO of a global CP company
Copyright © 2013 Capgemini Consulting. All rights reserved.
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7. Key findings (2/5):
Broadly common activities – the building blocks of Digital Transformation
Customer
Experience
Customer understanding
• Analytics-based segmentation
• Socially-informed knowledge
Top line growth
• Digitally-enhanced selling
• Predictive marketing
• Streamlined customer processes
Customer touch points
• Customer service
• Cross-channel coherence
• Self service
•
•
Unified Data & Processes
Analytics Capability
e
Operational
Processes
e
Digitally-modified
businesses
Process digitalization
• Performance improvement
• New features
• Product/service augmentation
• Transitioning physical to digital
• Digital wrappers
Worker enablement
New Digital Businesses
• Working anywhere anytime
• Broader and faster communication
• Community knowledge sharing
• Digital products
• Reshaping organizational
boundaries
Digital Globalization
Performance management
• Enterprise Integration
• Redistribution decision authority
• Shared digital services
• Operational transparency
• Data-driven decision-making
Digital Capabilities
Business
Model
•
•
Business & IT Integration
Solution Delivery
Copyright © 2013 Capgemini Consulting. All rights reserved.
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8. Key findings (3/5):
Different results – Key challenges on Digital Transformation
Limited Transformative Digital Vision
Missing Digital Capabilities
Missing skills
“(Only) 40% of the companies (in
focus) envision a radical
transformation.”
Unclear Business Case
77%
Culture Issues
55%
Ineffective IT
50%
Ineffective Coordination
Central
coordination 40%
18%
Global
18% Hub
24%
Silo
Copyright © 2013 Capgemini Consulting. All rights reserved.
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9. Key findings (4/5):
Best practises - Focus on the “How” more than on the “What”
DIGITAL GOVERNANCE
THE
“HOW”
DIGITAL ENGAGEMENT
DIGITAL VISION
TRANSFORMATIVE DIGITAL VISION
THE
“WHAT”
DIGITAL INVESTMENT
SKILLS
INITIATIVES
ITERATIVE TRANSFORMATION ROADMAP
Copyright © 2013 Capgemini Consulting. All rights reserved.
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10. Key findings (5/5):
Digital maturity matrix
13%
FASHIONISTAS
17%
DIGIRATI
• Many advanced digital features (such as social,
mobile) in silos
• No overarching vision
• Strong overarching digital vision
• Good governance
Digital intensity
• Underdeveloped coordination
• Many digital initiatives generating business
value in measurable ways
• Digital culture may exist in silos
• Strong Digital culture
BEGINNERS
50%
CONSERVATIVES
19%
• Overarching digital vision exists, but may be
underdeveloped
• May be carrying out some experiments
THE
“WHAT”
• Management skeptical of the business value of
advanced digital technologies
• Few advanced digital features, though
traditional digital capabilities many be mature
• Immature digital culture
• Strong digital governance across silos
• Taking active steps to build digital skills and
culture
Transformation management intensity
% sample of
MIT study
THE “HOW”
Copyright © 2013 Capgemini Consulting. All rights reserved.
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11. We have delivered projects across most domains of the Digital Transformation
framework...
Customer experience
Operational Processes
Business Model
BMW Finance
BMW Retail
Digital Strategy
Copyright © 2013 Capgemini Consulting. All rights reserved.
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