DIGITAL TRANSFORMATION MANIFESTO

April 2015 #ManifestoEmakina

BASICS OF A CHANGING WORLD

“ 88% of companies are going through digital transformation but only 25% know why ”

Brian Solis Principal Analyst, The Altimeter Group

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WHY A DIGITAL TRANSFORMATION MANIFESTO ?

Internet is everywhere and plays a vital role transforming our world in a deep way, continuously, and inevitably. Our time is the time of changes and challenges of things we thought unalterable. And it is only the beginning. !The relations between consumers and brands are disrupted. Consumers have taken over brands and the market requirements are stronger and changing more than ever. New actors thrive everyday and question the status of yesterday’s leaders. !For companies, the capacity to adapt is not an option but a crucial matter. This necessary mutation, under competitors, clients and partners pressure, requires them to reinvent their work, especially because employees are more and more numerous to integrate the digital culture and are asking for a work environment on a par with the challenges they are facing. !Composing with digital is not enough: the company has to be reinvented with and for it. It is not possible to start this long journey with neither landmarks nor profound beliefs. !Emakina is a Digital Transformation agency. Born with Internet, the digital culture is part of our DNA and we understand more than anyone the issues of today’s world to prepare our clients for tomorrow’s changes. !Through this Manifesto, we’d like to share our beliefs coming from our experience. May they inspire and serve you to build your future reflections.

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1. There is no hiding from digital

2. There are seven billion experiences to be created

3. The global village is becoming a jungle

4. There’s no room for second place

5. Yesterday’s management models have run out of steam

6. Digital is not a tool. It’s a state of mind

7. It is vital to break through the boundary between customers and staff

8. There’s no customer experience without an employee experience

9. Digital transformation is essential

10. Digital in brief: making things simple

11. Talent first

12. No, the staffs are not digital dummies

13. You sweep staircases starting from the top

14. Digital is not a separate department in the company

15. The digital culture isn’t bought. It’s experienced

16. Tomorrow’s companies will be horizontal and multi-sector

17. Companies must become “experience companies”

18. Only polymaths will win

19. Disrupting oneself is better than being disrupted by others

20. It takes time for things to happen quickly

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TABLE OF CONTENTS

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There is no barrier between the digital world and the real world. !We live in both worlds at the same time, and the interactions between the two make any differentiation obsolete. Digital leads to the store, the store leads to e-commerce and the mobile experience enriches the Point Of Sale experience. !Offering a high-level digital experience that has no “physical” counterpart in the store for the customer or in the working environment for staff is not an added value, but rather a disappointment.

THERE IS NO HIDING FROM DIGITAL

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THERE ARE SEVEN BILLION EXPERIENCES TO BE CREATED

Customers are increasingly connected, informed and organized to act and make their voices heard in packs. They no longer buy a product or a service; they buy an ongoing and coherent experience that starts before the act of purchase and continues after the acquisition of the product. !From now on, every interaction has to be an impeccable service capable of considering the individual as precisely that – an individual.

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THE GLOBAL VILLAGE IS BECOMING A JUNGLE

*Deloitte Center for the Edge - 2011

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Every day, a sector of activity is disrupted by newcomers who enrich the user experience and the perceived value, by combining different types of services. !Through the Internet, consumers can find what they are looking for cheaper and cheaper, or even free of charge. The competition is such that price is no longer a differentiating factor. Experience for money has become the new paradigm. !At the same time, activities are becoming horizontal by integrating products and services within a global range and experience that cover a total need throughout the customer’s life cycle. The product and service line approach is dead. !In 1950, the life expectancy of a Fortune 500 company was 50 years. Today, it is 15 years and falling*.

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www.YourDigitalTransformation.fr/en

The complete Digital Transformation Manifesto can be downloaded for free here :

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WANT TO GO FURTHER?

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EMAKINA, FULL-SERVICE DIGITAL TRANSFORMATION AGENCY !As a full service digital transformation agency, we connect strategy, operations and execution in order to develop our clients’ projects. We take action on all dimensions of their digital transformation, by adding our sector-specific expertise and our deep knowledge of digital stakes. Our intervention model is based on our DNA: creativity, precision, multidisciplinarity, the capacity to set organizations in motion, dedication to a result-focused culture. !We are Emakina, a European group of digital agencies supporting their clients in maximising the opportunities of the new digital era. Our service portfolio is centred on four core activities: Communication, Web Building, Applications and Commerce. The group's agencies are Emakina (Brussels, Waterloo, Paris, Limoges, Amsterdam, Rotterdam, Geneva, and Lausanne), Your Agency (Waterloo), Robert & Marien (Brussels), The Reference (Ghent) and Design is Dead (Antwerp). !Our clients include many leading businesses, such as Audi, Attractive World, Auping, Axa, Bavaria, Barilla, BIC, BNP Paribas Fortis, Brussels Airlines, Caran d'Ache, Danone, Deutsche Bank, Ergo, Estée Lauder, GDF Suez, Girard-Perregaux, i24News, ING, IWC, Karl Lagerfeld, KPN, L'Oréal, Longines, Microsoft, Nike, Orange, Peugeot, Starwood, SNCF, Total, Thomas Cook, Volkswagen, and international institutions, such as the European Commission. !The Emakina Group employs a staff of over 500 people, reported annual sales of €56,1m in 2014 and is listed on Alternext of Euronext Brussels (mnemo: ALEMK - ISIN: BE0003843605). www.emakina.com

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