How Technology enables any company

1. TECHNOLOGY
IS THE NEW STRATEGY
RANGANATHAN BALASHANMUGAM
@ran_than

2. “WHO IS STRONGER?”

3. “WHO IS STRONGER?”
Ant can lift 50 times its
own weight.
Elephant can lift 1/5th
of its own weight

4. “TWO BURGER CHAINS!”

5. “TWO BURGER CHAINS?”
Fast Productions Non-Processed,
Fresh

6. THE DIFFERENCE IS
“STRATEGY”
Fast Productions Non-Processed,
Fresh

7. STRATEGY 101

8. STRATEGY
"STRATEGY EXPLAINS HOW AN ORGANIZATION,
FACED WITH COMPETITION, WILL ACHIEVE SUPERIOR
PERFORMANCE.”
- MICHAEL PORTER

9. STRATEGY
"STRATEGY EXPLAINS HOW AN ORGANIZATION,
FACED WITH COMPETITION, WILL ACHIEVE SUPERIOR
PERFORMANCE.”
- MICHAEL PORTER
margins
costsLOW
HIGH

10. WHAT IS THE COST OF GOODS
SOLD FOR EBAY?

11. BLUE
OCEAN
STRATEGY

12. REDBLUE
REDRED
REDRED
RED
RED
BLUE
OCEAN
STRATEGY

15. NINTENDO WII

16. NINTENDO WII

17. MOTION SENSORS WAS THE
TECHNOLOGY STRATEGY

18. TECHNOLOGY

19. WHAT DO THE EIFFEL TOWER,
THE EMPIRE STATE BUILDING,
AND THE BURJ KHALIFA HAVE IN COMMON?

20. THE NEW YORK CRYSTAL PALACE, THE IRON-AND-GLASS EXHIBITION HALL
1854

21. WHAT DO THE EIFFEL TOWER,
THE EMPIRE STATE BUILDING,
AND THE BURJ KHALIFA HAVE IN COMMON?

22. What do the Eiffel Tower,
the Empire State Building,
and the Burj Khalifa have in common?

23. TECHNOLOGY
is the first Strategy

24. 1948
"I put the hamburger on the assembly line." - Ray Kroc

25. 1948
"I put the hamburger on the ASSEMBLY LINE." - Ray Kroc

26. 1948
"I put the hamburger on the ASSEMBLY LINE." - Ray Kroc
• sells more than 75 hamburgers every second
• serves 1% of the world's population every day
• has 36,000 restaurants, in 119 countries

27. WHICH COMPANY FIRST INVENTED
THE DIGITAL CAMERA?

28. 1975

29. FILED FOR BANKRUPTCY PROTECTION AND
SOLD OFF.
INVENTS THE WORLD'S FIRST DIGITAL
CAMERA
THE FIRM ACQUIRES OFOTO INC., A
LEADING ONLINE PHOTOGRAPHY SERVICE.
KODAK NAME IS BORN. "YOU PRESS THE
BUTTON - WE DO THE REST."
EASTMAN AND HENRY FORM THE
COMPANY
1888 1975 20011881 2012
KODAK Moments

30. THEY INVENTED THE
FIRST DIGITAL CAMERA,
THEN WHY?

31. WHY DO WE TAKE PICTURES?

32. CHANGE

33. CHANGE
CAMERAS WENT DIGITAL AND
DISAPPEARED INTO CELLPHONES
1. INDUSTRY
PRINTING PICTURES TO SHARING
THEM ONLINE.
2. BEHAVIOUR

34. 4 MILESTONES
Kodak invested billions to develop a
range of digital cameras.
Before Facebook started, Kodak
made a prescient purchase,
acquiring a photo sharing site called
Ofoto in 2001.
Kodak used Ofoto to try to get more
people to print digital images.
It sold the site to Shutterfly as part of
its bankruptcy plan for less than $25
million in April 2012.
1 2
3 4

35. AFTER A WEEK…
FACEBOOK ACQUIRED
FOR $1 BILLION — THE 13-EMPLOYEE COMPANY
SYSTROM HAD CO-FOUNDED
18 MONTHS EARLIER.

36. HOW MANY OF YOU KNOW
NETFLIX?

37. HOW MANY OF YOU KNOW
BLOCKBUSTER?

38. IN 2000, BLOCKBUSTER DECLINED SEVERAL OFFERS
TO PURCHASE NETFLIX FOR $50 MILLION.
2000

39. BLOCKBUSTER DECLARED BANKRUPTCY.
2010

40. REVENUE 2004-2010

41. “REED WAS AHEAD OF THE
TECHNOLOGY CURVE, AND
COMPLETELY CHANGED THE INDUSTRY.”
— JOHN DOERR, KLEINER PERKINS

42. 4 MILESTONES
Netflix started streaming movies over
the Internet. While Blockbuster was
busy expanding stores and outlets.
Started using technologies like AWS
which costed as monthly
subscription. Applied the same to
pricing model.
Started creating their own box to
stream videos. Moved very fast to
deliver in all possible customer
devices. More than 20% of internet
traffic during peak times.
Non-Tech: Started owning their own
content.
1 2
3 4

43. TECHNOLOGY COMPANIES
The world’S largest taxi firm, Uber,
owns no cars.
The world’s most popular media
company, Facebook, creates no
content.
The world’s most valuable retailer,
Alibaba, carries no stock.
And the world’s largest
accommodation provider, Airbnb,
owns no property.

44. “STRATEGY GIVES YOU DIRECTION,
TECHNOLOGY GIVES THE WAY”

45. “STRATEGY GIVES YOU DIRECTION,
TECHNOLOGY GIVES THE WAY”
WHATS YOUR WAY?

46. TECH@CORE

47. THANK YOU
@ran_than