mobilemonday switzerland sbb - digital transformation in an old economy company

SBB - Digital transformation in an old economy companySabine Deinhofer Geneva, 6.5.2013

“Logic will get you from A to B. Imagination will take you everywhere.”

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3 Millionof downloads

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3 Millionof downloads

SBB Mobile - a success story

Launch: Juli 20091’700‘000 Downloads

Launch: März 20111.000‘000 Downloads

Launch: Oktober 201060’000 Downloads

Launch: Februar 2009240‘000 DownloadsStopped: Dec 2012

that is not yet at the end

The digital transformation…

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…… calls for digital answers:

The Digital Transformation

Mobile First!

Smartphones led to exponential diffusion of „mobile“ in search,

access, identification, data exchange, navigation, commerce, payment, and media consumption.

Customer Needs Are Evolving

Today‘s customers want convenient, ubiquitous, local, personalized

services and products, PLUS share all that within their (social) networks

Digital Competition

Digital disruptors enter more & more industries with new offerings

in many fields like search, price comparison, booking engines,

payment & content provisioning etc.

Valuable Data

Real-time, personalized information on status, journey planning,

location, community, tailored offers / deals, all accessible on the move

for b2b2c use.

Source: Booz & Company

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Look back to look ahead – see through the hype!

It is very wrong to be right

before anyone else

Apple Newton PDA

August 1993

Laker Airways No Frills AirlineAugust 1978

Vanilla Mobile Shopping

August 2010

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The digital economy is our bakery…

…where we scale onassets

1700Ticket vending machines at

stations

1 Mio.PAX per day

3 Mio.registered customers

180manned train

stations

>4 Billion

of non-cash transaction

volume

> 800retailers in SBB trains stations and properties

sbb.ch

Top 3 Website

63 min.captive time

per guest per day

>60customer media

touchpoints

CHF 17.80 average

transaction value

Largest Operator

of toilettes

in CH

SBB Connect – Bridge «real Life» with «digital» communities

Klicken Sie hier, um ein Bild einzufügen.

Zürich, Hauptbahnhof

«Sometimes customers don’t know what they want,

until we’ve shown them»

The rules of the digital world are still being written. It is normalnot to know. Try things, fail, improve, never stop learning.

Merci!

Sabine DeinhoferE Commerce Manager SBB Mobile

Schweizerische Bundesbahnen SBBPersonenverkehr – E-BusinessWylerstrasse 123/1253000 Bern 65

Mobil +41 (0)79 745 43 60 Mail sabine.deinhofer@sbb.ch

@sdeinhofer

xing.com/profile/sabine_deinhofer

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Take Home Messages

#1 Protect the future from the Past!

Change before you have to!Jack Welch

#2 Look back to look ahead see through the hype!

#3 Accept the unknowns – not knowing is fine!

#4 Create Intrapeneurship, scale on assets & steal it with pride!