Copyright © 2014 Accenture All rights reserved.
In the next 45 minutes …
Humanity will:
• Send 9 billion emails
• Buy $3.6 million on
Amazon.com
• Listen to 2,745 hours
of music on line
• Spend 624 years on
Facebook alone
• Download more than
18,000 apps
• Conduct 90 million
searches on Google
Copyright © 2014 Accenture All rights reserved.
A digital business uses technology to innovate, capture and create new sources of growth and results.
Digital (adj.) increasing information intensity and
connectedness of customer and business
resources.
Digitize (verb) applying technology to customer
and business resources.
Digital Business (noun) an organization that
incorporates digital technology to create
revenue and results via innovative strategies,
products, processes and experiences.
Copyright © 2014 Accenture All rights reserved.
Becoming a Digital Business is different from digitizing marketing or operations
Efficiency
Results
Today
New &
New
Digitize Marketing
or Processes
New &
Old
Digital Business
Feeling Digital
Applying new
technology to old
operations
Being Digital
Combining new
technology with
new operations
Copyright © 2014 Accenture All rights reserved.
Digital information and connections commoditize products and disrupt traditional value chains.
Supplier Produce Sales &
Distribution Customer
Copyright © 2014 Accenture All rights reserved.
Digital Creates dynamic services based concentrated value chains.
Services
Services
Services
Customer Services
Supplier
Produce
Sales &
Distribution
Customer
Supplier
Produce
Sales &
Distribution
Customer
Supplier Produce
Sales &
Distribution Customer
Supplier Produce
Sales &
Distribution Customer
Copyright © 2014 Accenture All rights reserved.
What does it mean to digitalize the business?
Standalone
Multi-
channel
Connected
Marketing
Digital
Efficiency Engagement
Digital
Premium
Customer
Experience
Customer
Interaction
Electronic
Commerce
Online
Catalogue
Demand Generation and Fulfillment
Relationships and Development
Copyright © 2014 Accenture All rights reserved.
Executives find themselves at a cross roads when it comes to digital.
Digital
Business
Digitize
Marketing
Digitize
Processes
Copyright © 2014 Accenture All rights reserved.
Digital Business Principles and Imperatives
• Put Outcomes over
Processes
• Start and Finish
Outside-In
• Build Platforms
• Organize for Change
• Customer Experience
• Cross Channel
Excellence
• Operational Simplicity
• Execution Agility
Principles Imperatives
Copyright © 2014 Accenture All rights reserved.
Start and finish from the outside-in
Digital
Business
Outcomes
Current
Capabilities
Infrastructure
Information
& Processes
Analytics
& Big Data
Digitized
Processes
Cloud
Platforms
Mobile & Social
Solutions
Copyright © 2014 Accenture All rights reserved.
Build Platforms
Digital
Agility
Local
Flexibility
Business
Functions
Standardized
Operations
Shared
Services
Many from
Many
Many are the
same
One out of
many
Many out of
one
Adapted from Ross and Weill, Enterprise Architecture as Strategy. Harvard Business School Press. 2006.
Page 72.
Business
Platform
Digital
Participation
Digital
Premium
Technical
Consolidation
Technical
Implementation
A Business Platform is the collection
of resources that integrate, manage
and apply information and
automation to digital outcomes.
These resources adapt to multiple
experiences without rigid
specialization
Copyright © 2014 Accenture All rights reserved.
Digital Business Principles and Imperatives
• Put Outcomes over
Processes
• Start and Finish
Outside-In
• Build Platforms
• Organize for Change
• Customer Experience
• Cross Channel
Excellence
• Operational Simplicity
• Execution Agility
Principles Imperatives
Copyright © 2014 Accenture All rights reserved.
These principles and imperatives define a digital business roadmap
Customer
Experience
Cross
Channel
Excellence
Operationa
l simplicity
Execution
agility
Digital Business
Digitize Processes
• Add analytics based
contextualization
• Increase digital and
personalized marketing
• Innovate products into
information services
• Raise customers human
ability and capacity
• Identify “Prime Value”
Processes.
• Consolidate similar
services and functions
• Automate processes and
activities
• Consolidate information
and systems
• Design from the
customer’s perspective
• Build business and
technology platforms
• Consolidate information
& management systems
• Implement an active
reuse program
• Close the sales, service
and product gaps.
• Separate supporters
from creators
• Lead from outcomes and
transparency
• Upgrade governance
and management
• Consolidate channel
operations
• Deliver same response
regardless of channel
• Establish omni-channel
consistency
• Raise contact center
skills and efficiencies
• Contextually aware
customer service
• Second moment of truth
support and service
• Increase access to sales
and service channels
• Reduce negative
outcomes
Digital Marketing
Copyright © 2014 Accenture All rights reserved.
Becoming a Digital Business is different from digitizing marketing or operations
Digitize
Operations
Internal Focus
External
Focus
Digitize Processes
Revenue
Margin
Digitize
Channels
Digitize Marketing Digital
Business
Digitalize
Business
Models
Copyright © 2014 Accenture All rights reserved.
Three Recipes for Digital Business Success
Where will you write the digital future of your organization?
Product
+ Connections
= Service
Service
+ Information
= Experience
Experience
+ Platform
= Outcomes
Blackboard:
Digitizing Internal
Operations
Whiteboard:
Digitizing External
Marketing
Tablet: Creating New
Value Propositions