mobilemonday switzerland sbb - digital transformation in an old economy company
DESCRIPTION
TRANSCRIPT
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.”
2
3
3 Millionof downloads
4
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…
6
…… 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
8
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
10
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 [email protected]
@sdeinhofer
xing.com/profile/sabine_deinhofer
21
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!