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Partecipano:

Aldo Agostinelli, Digital & Web Director – SKY

Andrea Facchini, Chief Marketing Officer – AMPLIFON

Demetrio Migliorati, Enterprise Digital Organisation – BANCA

MEDIOLANUM

Vincenzo Russi, Chief Digital Officer – MESSAGGERIE ITALIANE

…e il pubblico in sala!

TAVOLA ROTONDA

Dai il tuo contributo compilando

il breve questionario online:

https://it.surveymonkey.com/s/G6L9V32

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STRATEGY

Aldo Agostinelli

Digital & Web Director – SKY





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Andrea FacchiniChief Marketing Officer

AMPLIFON





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Demetrio MiglioratiEnterprise Digital Organisation

BANCA MEDIOLANUM





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@migliorati_dem 7

Vincenzo RussiChief Digital Officer

MESSAGGERIE ITALIANE





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9

Strategie

Intervento di Vincenzo Russi alla tavola rotonda

Per un’esperienza indimenticabile: dall’ideazione del prodotto al

suo consumo

10

Strictly Confidential - © Messaggerie Italiane SpA, 2014

Publishing Value Chain

11


Containers of Content

paper ePaper web

Smart

phone tablet Smart TV – Social TV

reliable

always

available

updated

social

service oriented

instantaneous

short

localized interactive rich

12


Digital Continuity

Tablet Mobile Laptop Tablet Mobile LaptopTV

TabletTablet

Breakfast Transfer Office Lunch After DinnerMeeting Office Sleep

6:00 am 11:00 pm

13


Digital Ecosystem

+ Social networks and

communities systems

+ Relations, contacts and

campaigns management

+ Search, visualization and

identification systems

+ Digital devices exploitation

+ Digital commerce

+ Data analysis on big data

+ Localization management

+ Innovative usage of physical

presence

+ Logistic and resulting

distribution systems

+ Advertising models

+ Content management

+ Development and as-a-

service adoption of

technology

14


Messaggerie Italiane Organization

RETAILDISTRIBUTIONPUBLISHING

LIBRACCIO

OUTLET

2013 Group Turnover Euro 472 mln

http://www.scuolalibraiuem.it/

http://www.scuolalibraiuem.it/

http://www.libraccio.it/

http://www.libraccio.it/

DIGITAL

TRANSFORMATION

Aldo Agostinelli






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AMPLIFON





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BANCA MEDIOLANUM





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@migliorati_dem 19

Tutto quello di cui ho bisogno per lavorare; comunicare, collaborare, partecipare

@migliorati_dem 20

@migliorati_dem 21

@migliorati_dem 22

@migliorati_dem 23







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25

Digital Transformation



suo consumo

26


Speed and Iteration:Project Spiral Approach

Characteristics

Stage-based

Agile project management

Flexibility, Resiliency and Responsiveness

Quick release of incremental deliverables and integration of client feedbacks towards the next version

Tested method for innovative projects

Source: Vincenzo Russi

Design and

Develop (Next)

VersionProblem Framing

Mock up and Concept

Visual Prototyping

Prototype and Candidate

Engineering

Ideate (Next)

VersionStartUp and

scouting increase

the project success

probability and

accelerate the

iterations

Plan (Next)

IterationEach iteration

increments

functionalities and

performance

Collect

FeedbacksTest and evaluate

with stakeholders

and target client

persons

DesignSourcesEngineeringSourcesNewTeamSources

27


Digital Culture Lower the entry level barrier

Gather requirements from stakeholders, both internal and

external

Extend to the enterprise the usage of digital tools and the value

perception of data produced

Exploit moments, meetings and events to develop the culture

Implement a «liquid» environment to adapt different users and

skills

Transmit confidence on digital through sharing experiences

Accept digital constraints

Provide a reliable environment from quality, robustness,

availability and performance point of view

Consider the usability and experience as a key driver for user

acceptance

NEW MARKETING

FRONTIERS

Aldo Agostinelli






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AMPLIFON





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BANCA MEDIOLANUM





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@migliorati_dem 32

@migliorati_dem 33

@migliorati_dem 34

@migliorati_dem 35

@migliorati_dem 36

@migliorati_dem 37







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39

Nuove Frontiere del Marketing



suo consumo

40


Hybrid Consumer Experience

41


The Urgency for a New Marketing

New Publishing Models Stakeholders and Market

Authors and Readers

Publishers, Distributors,

Wholesalers, OnLine and Offline

Retailers, Agencies

Price, margin and profit turbulence

Digital and Physical opportunity

Emerging Actors

Authors

Retailers

Tech companies

Agents

42


Hybrid Product and Service

Mobile + Social + eReading

Video Audio Images Places News Blog Stories

43


Components, Grammar, and a New Composition

Through the looking glass. Lewis Carrol

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