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>>APMG 8119: DIGITAL ENTERPRISE
INDIVIDUAL PRESENTATION AND REFLECTION
Ksenia Kurdyumova
POSTGRADUATE DIPLOMA IN BUSINESSAPMG 8119: DIGITAL ENTERPRISE
2017
>>APMG 8119: DIGITAL ENTERPRISE
§ Substitutionsforwebsites
§ Communicationtool§ Routetotarget
audience
SOCIALNETWORKS
§ Gatheruseropinions§ Involvecustomers§ Usergeneratedcontent§ Senseofbelongings
CO-CREATION
§ Optimizationofbusinessprocesses
§ Newbusinessopportunities
§ Speedandeaseofconnection
§ Greaterreach§ Newuser
generations
CHANGES
Digitalhaschangedbusinesses,thereforeitisnecessarytounderstandhowtoadaptbusinessmodelstodemandsofthebrandnewworld.Organizationshastoconstantlysearchfornewwaysofcommunicationwithdifferentdigitaltribes.
>>APMG 8119: DIGITAL ENTERPRISE
ONLINE CUSTOMER EXPERIENCEOFFLINE CUSTOMER EXPERIENCE
§ Face-to-facecontext§ Limitedrangeofdataformats§ Interactionduringtheopeninghours§ Brandispresentedviarangeof
artefacts
IN FACT 29%ofsmallbusinessarenotrepresentedonline.*
§ Absenceofpersonalcontact§ Widerangeofinformation§ Customerchoosesinteractiontime§ Brandispresentedinanaudio-
visualway
Onlineinteractionbetweenbusinessesandcustomershasitsownspecificfeaturesandprovidesbenefitswhentheyareproperlyused.Thus,itisessentialtounderstandspecificationsofonlineinteractionandtoexploreopportunitiesfromthedigitalpresenceinordertogrowthebusinessanddrivesales.
*www.forbes.com
>>APMG 8119: DIGITAL ENTERPRISE
Websites’componentsstimulateusersemotionswhichtransformintoanindividual’sattitudesandbeliefsandleadtolong-termmemoryassociations.Positivepastexperienceinfluencesprobabilitytopreferaparticulare-sellerandformssupportfortheonlinebrand.Thus,itisessentialtofitwebsitestopeople’sdailyneedsthatwouldprovidecustomersatisfaction.
IN FACT
A1-seconddelayinpageloadtimeequals11%fewerpageviews,a16%decreaseincustomersatisfaction,and7%lossinconversions.*
ANTECEDENTS
§ Informationprocessing§ Perceivedeasy-of-use§ Perceivedusefulness§ Perceivedbenefits§ Perceivedcontrol§ Skill§ Trustpropensity§ Perceivedrisk§ Enjoyment
*www.aberdeen.com
EXPERIENCE§ Cognitive
state§ Affective
stateCONSEQUENCE§ Customer
satisfaction
CONSEQUENCE§ Re-purchase
intention
>>APMG 8119: DIGITAL ENTERPRISE
Consumertrust,satisfaction,andloyaltyarethecriticalaspectsfore-sellers.Toincreasethelevelofthesecomponents,itiscrucialtotaketargetaudience’spurchaseexperienceintoaccountandtailorwebsitesaccordingtoit.LowonlinepurchasersaresensitivetoOrderfulfilment,Promotion,andWebdesign,whilehighonlinepurchasers areaffectedbyMerchandising.Security/Privacyisthecriticalelementforbothconsumergroups.
IN FACTWebsitedesignrisesconsumertrustorsatisfactionifcompetitorswebsiteslookcompletelydifferent*
Moderatingeffectofonlinepurchase
experienceH6,H7
*www.yandex.com
Loyalty
Satisfaction
Trust
Webdesign
Orderfulfilment
Communication
Merchandising
Security/Privacy
Promotion
H1
H2
H5
H4
H3
>>APMG 8119: DIGITAL ENTERPRISE
TheBusinessModelCanvasDesignedforSuperParties
CostStructureLaborcostsOperatingcosts
RevenueStreamsSubscription-basedmodelSellsofadvertisingspace
KeyPartnersPhotographersVideoproductioncompaniesSuppliers
ValuePropositionsUsefulContentEducationalprograms
CustomerSegmentsNichemarket
KeyActivitiesProvidingeducationalcontent
KeyResourcesAttractiveandusefulcontent
CustomerRelationship‘Friend-Friend’rolemodel
ChannelsFutureYouTubechannelandblogplatform
TheBusinessModelCanvasistheperfecttoolwhichexplainsanorganization’sgo-to-marketstrategy. Itisadvisedtoafirmtousethesevisualpatterninginordertofixitsbusinessmodelbyaddressingninekeycomponentsandleadbusinesstothechosendirection.
>>APMG 8119: DIGITAL ENTERPRISE
ValueProposition– the20C’sCompellingcontent
ContextCoverage
ConvenienceControlChoice
ConnectivityCommunityComment
Consolidation(aggregator)Customisation(personalisation)
Contraptions(applications)Combinations(bundling)
Contribution(UGC)Conversations(interactivity)
CollaborationCitizenshipCompliance
CustomerexperienceConsumerreviewsand
compensation
RevenueBias
N/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/A
73,000auditprofessionalsworldwideand23%ofglobalFortune500companieshascurrentlyusedKPMGDigitalEqualiser*
StrengthofValueProposition Identificationofopportunities
andrisksaswellasthelevelofdigitalservice’sattractivenessisanimportantpartoflaunchingandoperationalstagesofafirm.Hence,itisrecommendedtouseThe20C’sasausefultoolforthevaluecreationenhancement.
THE 20 C’s
IN FACT
*www.home.kpmg.com
>>APMG 8119: DIGITAL ENTERPRISE
Itisadvisedtostrengthenafirm’sdigitalcontentfordrivingnewdigitalrevenue,improvecustomerexperienceforcross-selling,growsalespercustomer,andfocusondigitalplatformforincreasingefficiencyandflexibility.
THEDEPENDENCYOFDIGITALBUSINESSMODELDEVELOPMENTFROMSTRATEGICGOALS
Productinformation,Price,Availability,Customerfeedback,Contenthub(Buyingguides,Recipes,Discovermore)
Webdesign,Orderfulfillment,Communication,Merchandising,Security
Globalplatform,Socialnetworks
Content
Experience
Platform
>>APMG 8119: DIGITAL ENTERPRISE
§ Newperceptionofintellectualproperty– newrulesofusingdigitalinformation
§ Vulnerabilityofsomeofdigitalbusiness’segments(cloudstorageplatforms,sharingplatforms)
§ Dependenceonthirdparties(copyrightowners,soundrecordlabels,movieproductioncompanies)
OWNBUTNOTSHARE
Copyrightinfringementhasdifferentrootswhichinfluenceillegaldownloadersbehavior.Hence,itisnecessarytounderstandtheserootstoactagainstdigitalpiracyproductively.
ROOTSOFDIGITALPIRACY
*www.pri.org www.dropbox.com
InDenmark,70%ofonlineusersconsumecontentillegallyandbelievethereisnothingwrongwithpiracy*
IN FACT
Dropboxuseshashingchecksystemwhichblockcopyrightprotectedfilesfromuser-to-usersharingwithoutdeletingitandprivacyinfringement*
IN FACT
>>APMG 8119: DIGITAL ENTERPRISE
MODERN DIGITAL TRENDS
Moderncustomershaveperfectdigitalexperiencethatinfluencestheirbrandexpectationsandthelevelanddegreeofseller-buyerinteractions
INCREASINGNUMBEROFDIGITALNATIVES
Communication,informationsearch,selectandcomparing,entertainingandeducation,andotheractionsmovetodigitalspace
DIGITALISATIONOFBUSINESSASPECTS
DAWNINGOFTHEAGEOFTHEUSERVOICE
Theimpactonenterprisesviaratingsoftheservicesandimmediateonlinefeedbackthroughsocialmediamakesusersvoicemuchstronger
Businessownershavetodeveloptheirorganizationsdigitally,followmoderntrendsandconstantlysearchfornewideasandopportunitiesinordertosatisfycustomersgrowingdemandand,hence,improvetheperformance.
>>APMG 8119: DIGITAL ENTERPRISE
§ Newcustomerroleinbrand-customerrelationshipshasshapedbusinessmodels
§ Sellersandbuyersareclosertoeachother
§ Quickandrelevantresponsetoconsumer’sdemandsiscrucial
BUSINESSANDSTRATEGY
§ Userswanttointeractwithbrightandspotlesscompanies
§ Thesenseofbelongingnesshavebecomemoreimportant
§ Userfeedbackimpactsonafirm’sperformance
CONSUMERSANDOTHERCUSTOMERS
STAKEHOLDERSANDSOCIETY
§ New cooperationmodelbasedondifferentuserneedsisrequiredtocutcopyrightinfringement
§ Averageageofconsumersgoesdown
§ Peoplelivetwolives,physicalanddigital
>>APMG 8119: DIGITAL ENTERPRISE