Tom Stenius & Peter Sunna

The Digital Transformation

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Music Transport Movie & TV

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Music Transport Movie & TV

• Records in-store

• Record labels had all the power

• Prepackaged

Before 1999

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• Napster

• MP3 & peer-to-peer

• The artists and labels filed law suits against the fans

Year 1999

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• iTunes & iPod

• Pay for the songs you want

• Tied to one platform and limited number of devices

Year 2001

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• Spotify

• Subscribe to all music

• Share playlists

Year 2008

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Music Transport Movie & TV

• Uncertain price

• Payment options

• Transport

Before 2008

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• Limousine

• Personal experience

• Expensive

Before 2008

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• Uber

• Mobile

• Secure payment

Year 2008

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Music Transport Movie & TV

• Rent movies at your local video store

• Limited supply

• TV shows are seen on TV

Before 1997

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• The Pirate Bay

• Downloads

• Copyright

Year 2003

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• Netflix

• DVD subscription

• Streaming service

Year 2007

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The nine elements of digital transformation

http://bit.ly/nineelements

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Customer Experience Operational Process Business Models http://bit.ly/nineelements

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Customer centric

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Relevant Mobile Agile Open

• Break down content into essential elements

• Personalise for different visitors, channels, and contexts

• Integrated inspirational and transactional journeys

Atomised contentRelevant:

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• Channels and resolutions decoupled, e.g. view atom on Facebook’s mobile view

• Create and edit page layouts in mobile view, make alterations to content atoms

• Create on-page variations per channel using personalisation tools

Mobile Experiences

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Mobile:

• Shorter time from market demand to customer value

• More reactive to feedback

Weekly releasesAgile:

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• Customers want an integrated experience together with no functional lock-in

• Add functionality as requirements change; lowers cost

• More power to the marketer

Add-on Store

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Open:

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Relevant Mobile Agile Open

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Thank you. @tomstenius @sunnaster