Interview with InPosition for the 2011 Oracle OpenWorld ESS keynote.

1. IN
Q: What has been the impact of the digital Q: What are the business challenges of the
transformation of business? digital transformation?
A: The adoption of digital technologies for comm- A: The digital commerce footprint opens up privacy
unications has changed the business landscape. issues. The industry needs to offer opt-in services
Industries are adapting to the expectations of that consumers see as a value-add to their experi-
the digital customer. Regardless of the industry, ences, not just value to advertisers. Business
the digital persona as presented via a Web models need to change since margins are smaller
presence, and as reflected on social media sites by on digital products. This change requires not just
customers, is a concern. Digital marketing is about conformance to privacy and piracy laws, but con-
POSITION
www.pwc.com engaging customers with products and services in sideration of ethics and the consumer’s perspec-
a more personalized and interactive fashion. Com- tive of marketing. It means changes in people,
Engaging the Digital Consumer: panies will conduct themselves as dynamic, inter-
connected, and continuously engaged enterprises.
processes, and technology to support and enable
the new business model.
Leveraging Data for Greater Product Q: What does the digital transformation mean to Q: What can companies do to leverage
Relevance and Personalization the media and entertainment industry? this transformation?
A: Digital technology has changed the entertainment A: Companies need to develop solutions that track the
Ever wonder how your company can tap into product, the way in which companies engage delivery of digital products, [and] aggregate usage
the expanse of digitized content, ubiquitous consumers, and the basis of competition. Every statistics and financial metrics for future product/
Web access, and firestorm of social media to aspect of the media product can now be digital, service decision-making. Second, companies need
mine and analyze consumer data for details putting the consumer in control. It disrupts to adopt a strategy of mass personalization. Finally,
established business models and creates new they need to make consumers a part of the product
and contextual information? Blake White,
opportunities. Consumers expect a variety of development process.
director of PwC’s Entertainment Media and digital products, they want them immediately,
Communications, helps companies answer Q: How can technology help?
and they want these products tailored to the
device on which they’re consuming them. A: Technology such as data warehousing/data mining
that question and understand the business
collects and parses information about consumers.
implications of emerging technologies. He Q: What opportunities does this new Analytics help companies make better decisions,
discusses how, by better understanding reality present? rights-management helps companies reduce risk
consumer preferences, companies across A: In the digital realm, each transaction can tell us and ensure compliance with legal contracts, and
all industry sectors can more effectively something. If companies have the permission security technologies protect investments.
of their customers, we can find out about their
personalize services, content, and ads for Q: What will a winner look like in this era of
interests on a granular level, and create new
more-intimate customer engagement, in a digital transformation?
products that meet those interests. We can use
privacy-assured manner. digital technology to break down existing products, A: The digitally empowered consumer is forcing
and offer customers smaller portions or products industries to adapt their business models to a
“The winners will be those companies grouped differently and based on their interests. digitally enabled, services-based relationship model.
that can most effectively enhance the Consumers will have more-intimate, real-time,
customer experience and unify multiple and transparent relationships with companies.
channels of interaction in the evolving The winners will be those companies that can
global digital economy.” effectively enhance the customer experience and
unify multiple channels of interaction.
Bl ake White
Direc tor of P wC ’s
Ent er tainment Media
and Communications