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Digitaltransformation:A PRIMERDigital transformation helpsbusinesses evolve and thrive,but the idea of transformingcan seem daunting. Here’show Deloitte Digital workswith brands all over the worldto help them futureproof theirbusinesses—one connectionat a time.sponsor content by
sponsor content byWhat’s the only constant in today’s digital age where relationshipsare real-time, choice is infinite, and delivery is on-demand?Change—driven by technology, of course. And successfully adapting tochange through digital transformation means the difference between afailing company and flourishing one.Digital transformation: definedDigital transformation is all about becoming a digital enterprise—anorganization that uses technology to continuously evolve all aspects ofits business models (what it offers, how it interacts with customers andhow it operates).IN SIMPLE TERMS, DIGITAL TRANSFORMATION IS HOW TO FUTUREPROOF A BUSINESS.Some operating principles“True transformation takes ambition. Define yourambition by getting the right focus, design it by gettingthe concept right, and achieve your ambition by rapidlygetting your business to scale.“ANDY MAIN, GLOBAL LEAD, DELOITTE DIGITALDigital transformation requires a full spectrum of integrated LOGYOVERALLLEADERSHIPRISK.all done in strategic, creative and adaptive ways to reinforce connection.
sponsor content byDigital transformation involves the business and the organizationLearn more about the lensesthrough which transformationcan be viewed on the next pageTransforming the businessTransform the business byrevisiting business models,focusing on customerexperiences, rethinking thebrand, and uncovering newopportunities throughrapid innovation.Transforming the organizationTransform the organizationby adjusting the culture,introducing new waysof working, and buildingcapabilities that are suited forthis reality.
sponsor content byTransformation impactsthe entire enterprise—frombranding to operationsECOSYSTEMS, NEWBUSINESS MODELS, &SERVICE MODELSTHE EXPERIENCES &ENGAGEMENTAMBITIONS &ASPIRATIONSFind new business and servicemodels that leverage partners andsuppliers in different ways—oftencreating market disruption.Transform engagement withcustomers, partners, employees,and other members of thebusiness’ ecosystem.Employ back-end enterpriseoperations, processes andtechnologies to deliver on theorganization’s goals.VALUE E NHANCEMENTCULTURE & LEADERSHIPRealize opportunities thatpreserve or capture neweconomic value through thingslike risk mitigation or strategictax planning.Enable the right organizationalmindset to support new ways ofworking. Identify leaders who canthink, act, and react differently ina digital context.ORGANIZATION & WORKFORCECreate a ‘team of teams,’ opentalent workforce and connectedexperience to focus on the futureof work: the what (automation),who (alternative talent options),and where (proximity).BRANDINGFocus on the power of the brandand determine how to leverage,expand or recast it.ENTERPRISE OPERATIONSCUSTOMER, PLATFORM, & DATAArticulate and quantifytransformational opportunitiesby creating (or responding to)a market disruption.Adopt the systems, technologyand data that digitallyrepresents prospects,customers, partners, and suppliers.
sponsor content byHow does digital transformation start?DIGITAL TRANSFORMATION BEGINS WITH AMBITION.A BUSINESS’ AMBITION CAN BE DEFINED BY CONSIDERING:What’s happening in the world that requires action?FORCES IN PLAYWhat are the largest forces and disruptors impacting the industry?INDUSTRY TRENDSWhat are customers saying? What needs are known?Can unknown needs be discovered?TECHNOLOGYTRENDSWhat offerings are emerging in response to changes in the market?NEW OFFERINGS INTHE MARKETIf shareholders are questioning value, what’s missing?What needs to be done differently?OPPORTUNITIES TOCHANGE THE GAMEGIVEN ALL OF THE ABOVE, WHAT AMBITIONS ARE BEING DEFINED?Key considerations for developing ambitionsFOCUS ON HUMANSNOT TECHNOLOGYFIND OPPORTUNITIES ATTHE INTERSECTIONS‘GET IT OUT’ BEATS ‘ GETIT PERFECT’Human behavior is the fundamentaleconomic gear of every business.Identify which behaviors to drive(internally and externally) to create thegreatest return, and marshal digitalresources to achieve that behavioralchange to create connection.Don’t try to come up with new ideasalone. To find the future of the business,look to unexpected intersections:between disciplines and domains ofexpertise, across departments andorganizational silos, between industries,and through partnerships that spanmarkets and geographies.In a world dominated by uncertainty,the only way to get effective marketfeedback is to give the marketsomething to react to. Succeed fasterby rapidly delivering minimally viableofferings (MVOs) into the market andlearning from the feedback obtainedfor each subsequent iteration.
sponsor content byADJACENTAmbitions can startfrom anywhereAmbitions can start in the core and grow into adjacentofferings, but transformation ambitions can drive corechange as well. Don’t limit the starting point.AMBITIONTRANSFORMATIONALCOREGAME CHANGINGTECHNOLOGYCONNECTIVITYTo define the rightambition, master the sevenforces shaping everythingin the digital age.SPEED TOMARKETEXPERIENCEINNOVATIONCYBERSECURITYHOME & SHELTERREAL-TIME ONEY &TRANSACTIONSENERGYLEARNINGCITIES.Then understand theappropriate ecosystemsto engage with
sponsor content byThroughout ambition setting, relentlessly focus on:Economic valueCompetitive advantageCan the offering generate significanteconomic value, measured bypositive impact to either the balancesheet or the income statement?Customer experienceDoes the offering demonstratea clear, defensible, andsustainable competitiveadvantage in the market?Are the unmet needs of the customerfulfilled through an experience thatis delightful, engaging, and highlyvaluable?What degree are you transforming?Scope can vary widelyEnter or createnew marketsEnter adjacentmarkets, servenew customersUNKNOWN NEEDSTransformationalWhich must either be discovered or developedCOREEnhancing existing offerings with added valueWHERE TO PLAYWhich can be planned and tackled(MARKETS & CUSTOMERS)KNOWN AND KNOWABLE NEEDSServe existingmarkets andcustomersAdjacentCoreADJACENTExtending existing offerings in new directionsTRANSFORMATIONALInventing entirely new offeringsUse or improveexisting offeringsand assetsAdd incrementalofferings and assetsHOW TO WIN(PRODUCTS & ASSETS)Develop newofferings, assets,and businessmodels
sponsor content byHow does digital transformation work?EXECUTING A TRANSFORMATION, END TO END, ITERATIVELYIMAGINEDELIVERRUNAmbition definition: Getting the right focusAmbition design:Get the concept rightAmbition delivery:Get the business to scaleThis phase is about quickly settingambitions and charting a path to successby developing a roadmap to achieve thoseambitions. Create an aligned portfolio ofideas that are informed by current trends,disruptors, and customer needs.In this phase, build a deep and empatheticunderstanding of user needs and behaviorsto design solutions for them. Make ideastangible and put the ambition in motionby designing, testing, and learning in themarket with minimum viable offeringsThis phase delivers and scales theambition through flexible and integrateddelivery teams. Evolve the MVO to greatermaturity and improve operational pillars t osupport lasting UNCHSCALEOPERATESENSEDEEPENLAUNCHUnderstand trends and disruptors to uncoveropportunities in the digital landscape.Understand users to uncover unmet userneeds, motivations, concerns and drivers.ASPIREDESIGNRefine MVO based on market feedback toensure successful business launch andmonitor outcomes.Provoke aspirations, analyze the valueof potential initiatives and define anambition statement.Combine user insights with technicalcapabilities and business objectives togenerate well-balanced concepts thatcan be tested in-market.DECIDEAlign and select provocations thatenable the client to rapidly demonstratemomentum toward its ambition.BUILD/PROVEIteratively build, test and learn to deliverMVOs to market and de-risk innovations.DELOITTEDIGITAL.COMSCALEIteratively monitor for new releases tosupport the solution as it matures.OPERATEEvaluate and improve operational pillarsto transition resources and supportlasting success.
Digital transformation is all about becoming a digital enterprise—an organization that uses technology to continuously evolve all aspects of its business models (what it offers, how it interacts with customers and how it operates). Digital transformation: defined Some operating principles True transformation takes ambition. Define your
