Jo Caudron's presentation about Digital Transformation in automotive for Autobuzz, at "Huis van de automobiel". It was about all the disruption that is happening around us, which affects every sector, including automotive, and how we can deal with it.
Who will stand up against the digital excellence of Tesla?
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Digital Transformation in automotive
1.
2. Digital transformation:
!
the impact of digital
disruption on your world
!
!
AutoBuzz, September 2014
jo@dearmedia.be / @jcaudron / +32 475 43 80 98
5. @jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron,
currently we are 6 consultants
• our mission is to help you find a new
balance between the certainties of your
traditional business and the
opportunities of innovations in (digital)
media
• our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV, new
radio, ...
• We work for large European clients
6. @jcaudron
Our Field of Activities
!
Digital Transformation Modeling:
Digital impact on traditional communication, media, business, ...
Online Social
Mobile &
Tablets
Future Media &
Marcomm
7. @jcaudron
Smile, you’re in a crisis ;-)
The future is about
permanently dealing
with change and
going in and out of
moments of crisis.
!
Are you ready to
deal with this in
your business
context?
Digital Transformation
11. @jcaudron@jcaudron
Digital Transformation Modeling
From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core
From ...
The Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
21. @jcaudron
Waves of Digital Transformation
1995+!
Music
Photography
Video Rental
…
2010+!
Print Media
TV
Travel
…
2015+!
Retail
Healthcare
Automotive
Education
…
28. Tesla shares its patents
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Accountability
Bi-directional
Humanization
The Glass House
30. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
31. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
Angry Birds
Twitter,
Facebook
Newspaper
Website
CNN online /
app
Blogs
Vertical sites and
specialties portals
Yelo App
Boxee
Spotify + Metafy
Sporza.be
LinkedIn, Monster, ...
eBay
Pinterest,
blogs
Weather Pro (iPhone)
Traffic: Inrix +
iCoyote (iPhone)
Digg.be
Twitter,
Facebook
RSS
Breaking
news
In-depth
analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
culture
Trends &
Lifestyle
32. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
33. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
versus
34. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
https://cloudyourcar.com/
Car fleet management using the cloud
35. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
36. From monolithic to
atomic
Small & Simple
APPification
Long Tail
Personalized
Real-Time
Utility / Usability
Value for Money
Agile/Cloud/SaaS
The Package
Product, services and packages
are changing.
From bundling to unbundling to
rebundling
47. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
48. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
49. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
New “experts”
50. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
Brands by-passing the media to directly connect
with the audience
51. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
Guess who will determine what happens IN your future cars…
52. Gatekeeper meets
the Second
Gatekeeper (the
power of social
media)
Fragmentation of
(communication)
touchpoints
Recommendations
Ambassadorship
The Gatekeeper
Opinion making is challenged
53. Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
The Traveller
54. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
55. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
56. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
57. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
58. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
59. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
Primary location and place of
consumption change
The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
65. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
Peer-to-peer airport rentalsThe Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
66. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
Elon Musk acts
upon the input he
receives form the
community
The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
67. The Traveller
Mobile technology
Location / Local
Always on / Instant
gratification
Decreased mobility (for
society)
De-centralized /
NWOW
“Good is good enough”
Small Data
Consumers are uniting and
creating powerful communities
The Participant
Community
Gamification
Co-creation /
Collaboration
The power of the
crowd
Empowered Self
(Self-)service
70. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
http://www.digitaltrends.com/mobile/mercedes-benzs-google-glass-app-feeds-directions-straight-to-your-eyeballs/
Mercedes’ Glass app pipes directions through Google
Glass and directly to the wearer’s eyeballs
71. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
Contextual Awareness: technology knows everything
Location/
time-aware Activity-
aware
Product-
aware Intention-
aware
73. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
http://www.designboom.com/technology/audi-a3-car-manual-enhanced-by-augmented-reality-app/
Augmented reality
74. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
http://www.extremetech.com/extreme/183174-googles-new-self-driving-car-electric-no-steering-wheel-and-incredibly-cute
Robots are entering our daily lives
76. The Cyborg
Quantified Self
Wearable Computing
Internet of Things
Big Data
Open Data
Monitoring
Even Smaller
Contextual Awareness
Technology keeps progressing
77. Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity
The
Glass House
Relationship
Monolithic vs.
atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
The
Package
Product, Service
& Packaging
Bypassing
Virtualization
Fragmentation of
touchpoints
The
Frog
Position in
the value
chain
New gatekeepers
Recommendations
"Good is good
enough"
Ambassadorship
The
Gatekeeper
Opinion
making
The
Traveller
Place
Utility
Empowered self
Delivery fulfillment
New way of
working
Contextual
awareness
Real-time
Location &
Place
The
Participant
Community
Gamification
Collaboration
The power of the
crowd
Community
The
Cyborg
Internet of things
Wearables
Quantified self
Robotics
Data
Monitoring
Progressive
Technology
We have to prepare for a digital future, with new rules and new relationships
80. @jcaudron
It’s no longer about digital, it’s about business
Corporate (comm)
Strategy
Digital
Strategy
Social
Strategy
Company
Strategy
Digital
World
88. AllDigitalNow
Trendwatching
Impact
Insights
Scenarios
Business
Cases
Objective:
Create a detailed view on how
“digital” your entire
organization actually is. Define
recommendations to improve
the Digital Culture on all levels.
!
Approach:
• Assessment
• Digital Readiness In-
Company Survey
• Senior Management Scan
(incl. BoD)
• Division Scan
• Digital Leadership Creation:
action plan and (individual)
coaching to inject more digital
DNA on all levels (custom)
Objective:
Elaborate (each of the cases of)
the short list of business cases
that were defined in the
general DTM approach.
!
Approach
• detailed approach to develop
the business model for each
idea, based on
• comparative research to
validate ideas in a
broader context
• the Business Model
Generation methodology
Objective:
Kick-start the Digital Agenda
for the organization, based on
all previous steps.The Digital
Agenda is the strategic and
tactical roadmap for digital
transformation and serves as a
evolutive roadmap.
!
This contains:
• future vision of transformation
• company LT and ST strategy
• operational plan (business
cases)
• actions for cultural change
• digital status
Digital
Leadership
Development
Business
Case
Development
Digital
Agenda
Development
3 Transformation
1
Start
2
Follow-up
90. So, where are you?
How digital is your
company?
!
Digital Leadership
Assessment
91. “If you can't understand the new
world of digital, fire yourself.
Build an executive team that is
digital-first (when problems arise,
the first solution is always digital).
Make sure there is a techie on the
board of directors. If the board
has a low digital IQ, the company
will have a low digital IQ”
George Colony
CEO Forrester Research
So, where are you?
How digital is your
company?
!
Digital Leadership
Assessment
92. Your Market Your Company Your Leadership
Digital Leadership Assessment
The Age Test
Is this you?
95. Digital Leadership Assessment
The 7x7 Test
Who’s an
(active) user?
CEO
Sales Mkt CIO COO HR CFO …
Facebook V X
Twitter X X
LinkedIn V V
Snapchat X X
Youtube V X
Smart-
phone!
V V
Tablet V X
…
Pick 7 (or more)
relevant digital
activities
Score your leadership team
on active usage/
understanding
If a member doesn't score
at least 4 out of 7, he’s out.
In Out
If the majority of leadership
is out, the company is out
97. Build Your
Digital Transformation Team
!
It doesn’t have to be large and costly
!
It needs to be strategically high-
priority
98. @jcaudron
The Factory The Guesthouse The Garage
Incremental innovation
• Development of ‘need to have’
digitals projects and technology
• Working on the existing foundation
of the company
• Follows general procedures and
regulations
• Slow
Change projects
• Small and dedicated project-teams, focused
on in-house innovation
• Limited independency: they are an (internal)
supplier of the factory
• Focus on strategically important new-style
projects or add-ons that will be rolled-out
within the existing company architecture
Breakthrough innovation
• Small dedicated teams focused on innovation
• Autonomous operations and decisions
• Possibly separate entities
• Focused on agile and rapid development and roll-
out of ideas in a stand-alone model
•These can be grass-root internal
initiatives or acquisition of interesting
targets
99. @jcaudron
Digital Transformation
From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core
From ...
The Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
111. Digital transformation:
!
the impact of digital
disruption on your world
!
!
AutoBuzz, September 2014
jo@dearmedia.be / @jcaudron / +32 475 43 80 98