strategy, innovation and digital business models

The Stavanger region's Chamber of Commerce

May 26th 2015

By Inger Hanne Vikshåland, Engage // Innovate

“All strategy frameworks and tools in use today are based on a single dominant idea:

That the purpose of strategy is to achieve a sustainable competitive advantage” Rita McGrath

Innovation is a competency that needs to be professionally built

and managed

DISRUPTED

Movies

Traveling

Bookstores

News Music Newspapers

Gaming

”Dating”

Photo

ONGOING DISRUPTION

Marketing

Finans

Publishing

Entartainment

Cloths

Recrutment

Food

TV

Car industryBank

COMING SOON

Education

Elderly Care

Venture capital

Health

Oil & gas

Nokia Cityman 1987

5000 100

2011

Earned 25 billion dollar78 000 employees

Kodak filed for bankrupcy the following year

“Stability, not change, is the state that is most dangerous in dynamic competitive environments”

Rita McGrath

How many business models……?

(How many ways to make money on…)

How many business models can you

imagine…

How many business models can you

imagine…

for a ‘’cow’’?

£10 million

Anybody can be strategically

- David Kelley, IDEO

creative. You just have

to learn how.

Every industry, every company is going trough a transformation…

Every industry, every company is going trough a

digital transformation

Question is,

do they know it?

AggressiveCreative

See opportunities

AggressiveCreative

See opportunities

… more than just marketing

AggressiveCreative

See opportunities… more than just marketing

Digital Business Models

AggressiveCreative

See opportunities… more than just marketing

Digital Business Models

Digital at the core of everything they do

Disruptive innovation

A process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors

Clayton Christensen

…..always follows a pattern.

The market leader

The market leader

The market leader

Ha, ha, ha….

…..????

The market leader

‘’…we don’t understand…’’

The market leader

‘’…Oooppppsssss’’

The market leader

Disruptive innovation happens in every industry.

Digitization of physical products and services

+1 000 000 listings

+34 000 cities

+190 countries

+25 000 000 guests

The number of Norwegians who booked housing abroad

through Airbnb was over tripled last year.

Number of visitors to Norway used Airbnb was almost

tripled last year.

Airbnb has a value of around $ 20 billion, this is

$ 9 billion more than Hyatt Hotels Corporation

http://skift.com/2015/02/28/airbnbs-new-1-billion-funding-would-value-it-at-20-billion/

COLLABORATIVE CONSUMPTION

SHARING ECONOMY

DIGITAL BUSINESS MODELS

COLLABORATIVE CONSUMPTION

An economic model based on sharing, swapping, trading, or renting products and services, enabling access over ownership.

It is reinventing not just what we consume, but how we consume.

Kilde: http://www.collaborativeconsumption.com/2013/11/22/the-sharing-economy-lacks-a-shared-definition/

“I need a drill”

“I need a hole in the wall”

“Exponential organizations

leverage external

resources to achieve their objectives”

250 CITIES50 COUNTRIES

160 000 DRIVERSCA 2000 EMPLOYEE

Skeptics of Uber’s valuation frequently point to the total size of the taxi and limousine market as a counterpoint to the company’s growth. The argument goes that the industry, which only represents just $11 billion in annual US revenue, couldn’t possibly support such strikingly high valuations.

”We want to get to the point that using Uber is cheaper than owning a car”

- Kalanick

"Any motorist who sights a team of horses coming toward him must pull well off the road, cover his car with a blanket or canvas that blends with the countryside, and let the horses pass. If the horses appear skittish, the motorist must take his car apart, piece by piece, and hide it under the nearest bushes."

En lov i Pennsylvania om biler og hester. Tidlig 1900 tall

DIGITAL BUSINESS MODELS 

”EVERYBODY” CAN BE A UBER DRIVER  

20 000 new drivers

every monthHarvard Business Review

FOCUS ON PARTNERS 

UBER

Trust

Flexibility

Millennials

Business Travelers

Community

★★★★★

Partners

Social media

APP/Web

Google Maps

Dirvers

Investors

Salary

Maintenance app

Marketing 20% pr ride

Maintenance app

Recruit drivers

Digital costumers

”Uber’s revenue is

DOBBELING every six months”- CEO Travis Kalanick

UBER 2.0

Carnegie Mellon University

National Robotics Engineering

Center

NOKIA HERE

Trust

Flexibility

Millennials

Business Travelers

Community

★★★★★

Partners

Social media

APP/Web

Google Maps

Dirvers

Investors

Salary

Maintenance app

Marketing 20% pr ride

Maintenance app

Recruit drivers

Digital costumers

UBER 2.0

Carnegie Mellon University

National Robotics Engineering

Center

NOKIA HERE

Trust

Flexibility

Millennials

Business Travelers

Community

★★★★★

Partners

Social media

APP/Web

Google Maps

Dirvers

Investors

Salary

Maintenance app

Marketing 20% pr ride

Maintenance app

Recruit drivers

Digital costumers

ingerhanne@engage-innovate.comTwitter: @vikshaaland

Instagram: @ingerhanne