empowering organizations in a connected world

Roberto Fernandez Hergueta @rfhergueta

Lisbon

What this presentation

is not about……

SOCIAL

MEDIA

JUST

TECHNOLOGY

ULTRA KNOWN

BEST PRACTICES

THEORY &

ACADEMIC

ISSUES

2

"Being Digital

is not a medium.

It is the era we are

headed into”.

CONTEXT

empowering organizations in a connected world

We believe in our passion, our

strengths and our vision to

empower organizations with

our professional solutions.

We understand the

business and technology

challenges

We envision the connected

company. We help

organizations to live and

grow in this transformational

era.

strategy technology digital services

Digital ContextOUR MANTRA

5

.

There are a series of

dramatic changes that are

transforming the business

environment.

The pace of change is

insanely fast, there is fierce

competition, an increase in

customer power and a greater

number of new demands.

6

Digital ContextTHE NEW CHALLENGES

WHAT’S DIFFERENT NOW?

8

Digital ContextTHE EVOLUTION OF SOCIETY

9

Digital ContextSOMETHING INTERESTING IS HAPPENING

10

Digital Context

Digital Context

The world as we know is rapidly changing

THE WORLD

IS

CONNECTED

CUSTOMER

HAS

CHANGED

DIGITAL

PURE

PLAYERS

NEW

DISRUPTIVE

TECHNOLOGIES

Digital ContextDIGITAL PURE PLAYERS

GAFA-nomics:

New economy,

new rulesFrom new kids on the block

to heavyweight champions

Digital ContextDIGITAL PURE PLAYERS

GAFA are disrupting all industries…

Digital ContextDIGITAL PURE PLAYERS

And are investing in future growth in famous start-ups

Digital ContextTHE MOMENTUM

Digital

means challenges

(and threats)

Digital ContextTHE MOMENTUM

But also

huge opportunities

(and profitability)

”A new type of executive is emerging at the center of the transformation: The chief marketing

technologist. They are part strategist, part creative director, part technology leader, and part teacher.”

The job:

“Aligning marketing technology with business goals, serving

as a liaison to IT and evaluating and choosing technology

providers. Half are charged with helping craft new business

models, as well.” 17

Digital ContextTHE EVOLUTION OF MARKETING EXECUTIVES

Digital ContextTHE EVOLUTION OF CIO: BUSINESS ADVISOR

APPROACH TO DRIVE

TRANSFORMATION

Be

digital

1. ParticipationThe development of initiatives that encourage activity, access and

interest to the target group.

2. HorizontalityThe ability to allow all members act and participate at the same level

regardless of their status.

.3. OpeningEasy access to various members of the community, regardless of

their membership to a target group.

.4. TransparencyThe ability to report on relevant aspects within a collective openly.

5. GenerosityRelated to transparency, indicates the degree of public recognition of

any equity value.

.6. ReciprocityMeaningful feature that ensures the development of participation by

promoting the exchange of views and information.

APPROACH TO DRIVE TRANSFORMATIONMANIFESTO

APPROACH TO DRIVE TRANSFORMATIONTHE TRUE QUESTION

What’s your purpose?

THE 7 DEADLY SINS OF

DIGITAL TRANSFORMATION

“Empathy is emotional connectivity, a sense of

reassurance and an aura of authencity”

Lucie Sarif

The 7 deadly sins of digital transformation

PARTIAL CUSTOMER VIEWSIN

WISH

EMPATHY

“talking to” is not

the same as a

“conversation with”

The 7 deadly sins of digital transformation

CORPORATE LANGUAGESIN

WISH

ENGAGEMENT

“Digital strategy needs to become the essence

of business strategy.”

The 7 deadly sins of digital transformation

SHORT-TERM THINKINGSIN

WISH

TACKLE BIG ISSUES

“Human performance is the essence of digital

transformation.”

The 7 deadly sins of digital transformation

DT=CUSTOMER ENGAGEMENT

SIN

WISH

INTERNAL & EXTERNAL SCOPE

“From the first till the last minute think in “digital

first” mode”

The 7 deadly sins of digital transformation

PEANUT BUTTER APPROACH

SIN

WISH

RETHINKING BUSINESS

“Rules are what we break.

The memorable never emerged from a formula”

Bill Bernbach

The 7 deadly sins of digital transformation

COMFORT ZONE

SIN

WISH

REINVENT EVERYTHING

BE TRUE DIGITAL

TRUE DIGITAL

BE DIGITAL

The evolution of the digital model towards the transformation and leadership through values and differential experiences of the

network.

EVOLVING TO THE NEXT LEVELBE TRUE DIGITAL

32

BE TRUE DIGITAL

THE TD SQUARE

EVOLUTIONARYPRAGMATIC

UNIQUE CONNECTED

EVOLVING TO THE NEXT LEVELTRUE DIGITAL VALUES

DIGITAL

SERVICES

PERSONAL

ENGAGEMENT

UBIQUITOUS

TECHNOLOGY

MEANINGFUL

EXPERIENCE

Development of innovative services that leverage at the introduction of the digital world

Models of ultra customization for a return and a faithful customer participation.

Acceleration of technology towards connected_frameworksthat allow an instantaneous experience.

Defining and creating a unique brand experience based on differential digital values.

EVOLVING TO THE NEXT LEVELTRUE DIGITAL TRANSFORMACIONAL ELEMENTS

34

The most classical digital

models implies an

adaptation of services,

products and experiences

to the digital model, without

representing a disruption in

the way they are deployed.

In more advanced models, a

transformation of digital

services in order to have a

new relationship with

customers for extending the

portfolio of purchase and are

seeking greater loyalty.

The more ambitious goal is

pure digital processing, to

deal with all complex market

dynamics and align the

organization not only models

and technology relationship,

but broadly the digitization

process and experience.

NEW DIGITAL

BUSINESS

SERVICES DIGITAL

ADAPTATIONDIGITAL COMPANY

TRANSFORMATION

35

EVOLVING TO THE NEXT LEVELPOTENTIAL SCENARIOS

Discover

Digital

SOCIAL

PROCESSES

MANAGEMENT

NETWORK

PEOPLE

EXPERIENCE

DIGITAL

FAST IT

INTEGRATION

DIGITAL &

CONNECTED

EXPERIENCE

All processes taking place in

the organization with the aim

of transforming the way the

company is organized, is

related internally structured

and managed.

Connected

Processes

An advanced model that

aims to socialize the

relationship models and

people management to

integrate diverse talent

network, manage tacit

knowledge and connected.

A global transformation of the

technological capabilities of

the company, which provides

a flexible and evolving

environment of all corporate

systems.

Generating a differential

evolutionary experience

digital processing to ensure

proper alignment of all

elements into a reference

digital entity

Defining the basis for the

new digital project

Set the digital plan from

scratch using an evolutionary

model

Discovering and defining the

model of digital project that

is drawn by scanning and

digital analysis..

Digital

Maturity

Evolutionary and connected to

successfully develop digital

strategy implementation.

Connected

Talent Model

Digital

leadershipDigital IT

Digital

Customer

Experience

Digital

&Connected

ILLUSTRATIVE

EVOLVING TO THE NEXT LEVELMAKING THINGS HAPPEN

Discover

Digital

The challenge is not to embrace the digital world, but the important role that each want to play in it.

EVOLVING TO THE NEXT LEVELUNDERSTANDING YOUR DIGITAL CHALLENGE

SOCIO-DIGITAL

MATURITY

Based on the model of digital

maturity that aims to ensure the

consistency of the actions by

adapting the proposed initiatives to

maturity level of the company and by

developing a global strategy that will

seek for results.38

Each key element that defines the socio-digital

capability of an organization is analyzed to

find the basic elements that allow us to

adequately develop the maturity level SDBU.

Talent

Culture

Social Strategy

Results

Knowledge Management

Governance

Systems & Tools

Relationship

Model

People

Mgmt.

EVOLVING TO THE NEXT LEVELWHICH IS YOUR DML (DIGITAL MATURITY LEVEL)?

FACTS

Dan PrestonMetromile CEO

«…We aim to make the urban experience of having a car as simple as it can be, by taking our deep understanding of data and transforming it into information and services that make having a car less expensive, more convenient, and simply smarter.»

FACTSMARKET REFERENCE: THE METROMILE CASE

Fabio GalliaCEO of BNL and Head of BNP Paribas

«…Hello bank! Demonstrates our ability to introduce constant innovation into

our banking activities. To play its role effectively in this environment of rapid

technological change, a bank must keep abreast of the changing habits of its

customers, who want a relationship with their bank that is immediate, direct

and always available»

FACTSMARKET REFERENCE: THE HELLO! BANK CASE

42

FACTSMARKET REFERENCE: THE OSCAR CASE

43

FACTSMARKET REFERENCE: THE OSCAR CASE

44

FACTSMARKET REFERENCE: THE CASTLIGHT CASE

Daimler Car Sharing• Joint venture between Daimler & Europcar

• The service forgoes the typical centralized rental

office, and cars are user-accessed wherever parked

via a downloadable smartphone

• Users are charged by the minute, with hourly and

daily rates available

+13.000Vehicles

Operation

29Cities

Worldwide

+1.000.000

Customers

Digital Channels

Mobility

AllConnected

FACTSMARKET REFERENCE: THE DAIMLER CASE

46

There are no extra fees

for paying for overseas

goods in foreign

currencies.

The new client has register with an invite code, enter an

email address, a password and some basic info.

Citizens can open a bank account

from their phone or tablet in 8

minutes without setting foot in a

branch

ID-Verification via video call:

The new client has to make a

video phone call and show

his/her passport/identity card to

a representative, who will take

a picture.

FACTSMARKET REFERENCE: THE NUMBER26 CASE

47

There are no extra fees

for paying for overseas

goods in foreign

currencies.

Thanks, we are delighted

to have the opportunity

to CONNECT with you.