digital transformation scotland 2016

Welcome To

#digiscot

#digiscot

Mark StephenBBC Scotland

#digiscot

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• FREE Professional Certificate in Digital Marketing Leadership, accredited by The University of Aberdeen (20 CPD credits)

• All you have to do is complete the Conference feedback survey

• … and tell us:What’s the most important thing you’ve learned today

www.Indigitaltalent.com

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Competition Sponsors

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Peter ProudCortex

@peter_proud

I/AM/Peter Proud

Business has Changed

Life Used to be Easy

But the Consumer has Changed

And Integrated

The New Marketing Model

Being an Effective Organization

Proliferation of AgenciesGlobal organisations can have 200 agencies working across brands, markets and disciplines. Each one is a stovepipe of knowledge learning and insight.

Joining up Across Regions, Countries and MarketsDifferent markets with different cultures are at different stages of maturity. How do you make sure that they are optimised and learning is shared appropriately.

Efficiencies in the Advertising Media Supply ChainOpportunities exist to improve the process and the supply chain for the planning and distribution of worldwide messages.

Left Brain Meets Right BrainThe new marketer must appreciate how to use analytic and data to generate the right creative for each consumer. This means technology and marketing working together.

Two Major Industry Issues

Reaching the Consumer

Declining media effectiveness from increasing number of channelsCost Efficiency of advertising in a single media has declines significantly in the last 10 years.

Customer Expectations are HighConsumers expect to create and consume content when, where and how they want.

Customers do not differentiate between channelsI want the experience on my mobile to be the same as on the web and I want the advertising I see to be consistent.

You can’t control the consumerThey influence your brand on their social media sites, they instigate viral campaigns and they talk about you behind your back without any accountability.

Two Major Industry Issues

• Cloud based solution with managed services

• Multi-tenancy, built into the core

• Fast, inexpensive site development and

maintenance

• Multi-Channel, Multi-Lingual, and Localized – Easily

and Integrated

• SEO integrated into the heart of the platform

• Put Analytics at the heart of everything you do

Cloud based solution with managed services

– Sites will be spun up in the matter of minutes, not days

– Easily access additional resources when needed; only pay for what you need when you need it

Multi-tenancy, built into the core

– Each site is isolated and controlled individually; upgrades and performance of one site do not impact others

– Easily access common data across all of your sites, campaigns, etc.

– Common dashboards to see end to end transactions across all sites

Fast, inexpensive site development and maintenance

– Low development cost point – competitive with local development agencies

– Ability to deliver an end-to-end site experience in weeks not months

– Development skills readily available and inexpensive – SDK based on the standard .NET framework

– Platform adheres to industry standards and require very little custom development

– Self service platform – standard business and technical processes can be serviced by the team running the site with

limited requests to operations teams

Multi-Channel, Multi-Lingual, and Localized – Easily and Integrated

– Platform compliant with HTML5 standards for easy multi-channel deployment

– Enables build-once/use-everywhere deployment to all form factors and channels, including social and search

– New localizations deliverable in days, not weeks, across all channels (lower cost, faster time to market)

– Language selection auto-detected (by country + language) or user-selected

– Streaming video support

SEO integrated into the heart of the platform

– Enables automatic indexing for search engines

– Pushes organic search rankings to the top of all search engines

Put Analytics at the heart of everything you do

– Measure everything and make it easily accessible

• The only constant is change

- Be adaptive and ahead of the consumer

• Data has to be at the heart of everything you do

• Test everything

• Maths always out performs the creative

- Let the data decide optimum look feel of the pages

• Structured freedom is key

• Be where your audience is on the devices they use

• Less is more when using small devices and slow data links

• IT and Marketing have to become best friends

• Develop global strategies and deliver locally

• Tell consistent story across all channels

• Have a development environment that builds once and is used

everywhere

- Break down the silos and focus on being multi channel

Guiding Principles for Digital Transformation at Scale

Case Studies

Microsoft Education Transformation

• To share some Perspective of the Microsoft transformation • In the last 60 days we

• Translated and reviewed more than 750,000 words in 24 languages

• Implemented a new Service Desk EDULOC Web Request tool

• Resolved more than 176 web requests in 2 weeks • Answered countless EDULOC emails• Launched 33 localized sites globally ahead of schedule

for January 30 deadline• Provided a globally aligned and consistent web

experience

Microsoft Education

Site Performance January 2016

These efforts have resulted in solid improvement in site performance- 1,104.710 Visits- 934,722 Visitors- 15% growth in visits month over month- 12 minute average duration on site

Russel Wilson

I/AM/Peter Proud

#digiscot

Stephen Ingledew& Mark Dixon

Standard Life@standardlifeplc

Chief Marketing Officer

and

Chief Technology Officer

just got married

Stephen Ingledew

Managing Director, Marketing

Mark Dixon


February 2016

1976

SupercomputerCray-1

5.5 tons

$8,800,000

[$35,000,000 today]

Free Leather

Padded Seats

2014

SupercomputeriPhone 6

129 grams

$649

No Seats…

but ~1,000x Faster

Marriage made from a Revolution

Social Revolution

Savings Revolution

CMO & CTO

just got married

Digital our matrimonial home

Data our marriage language

Living together – in marital harmony

Creative marketersCollaboration and

Innovation is keyTechnical analysts

The marriage of two different skill-sets – Modern day marketing

Marketing and Technology – Marriage Powers Engagement

Customer website Customer Secure Dashboard

Mobile

Customer Community

Co Creation

Marketing and Technology – The home for engagement

CMO & CTO

just got married




Data the new oil

Meeting customer needs through insight and analytics

“We need to know the customer so well that the product fits them and sells itself”

Margaret

and John

Patricia

Michael

Paul

and JulieSanjay

ClaireJonathan

Andrew

and Geeta

Data our marriage

language

Data sits at the

core of the

organisation,

driving effective

decision-making,

enterprise-wide

2.Optimise Impacts

3. Plan & Track in Real time

1. Analyse Effects

CMO and CTO get married

Real time customer analytics to support better commercial decision making

Co

mp

lexit

y

Business Value

CMO & CTO

just got married




We made some cross functional love…

FINANCE MARKETING IT AGILE+ + =

Living together

(SHARED VISION, SHARED GOALS, SHARED SPACE)

Living together – New ways of working

Living Living together – Working with Partners

Measuring our marriage success

Brand

Awareness

Customer

Footfall

Online Visits

Customers

Contact

Contact Details

Customers

Takings

On-Line Revenues

Customers

Experience

NPS

Ease

Customer

Value

New products opened

Average customer value

Scalability powered by technology

Engaging communicationsAutomation

Introducing 56°

• Marketing communications consultancy

• Bespoke campaigns to satisfy client needs

• Team of communications specialists with expert knowledge

• Supported by a flexible resource pool

CMO & CTO

just got married




Chief Marketing Officer

and


just got married

Stephen Ingledew

Managing Director, Marketing

February 2016

#digiscot

Sean CornwellTravelex

@seancornwell

The Transformation to Digital

@seancornwell - CDO

22of the world’s top 35 airports work with us

Who We Are

We are the category leader in innovation with multiple firsts including multi-currency pre-paid cards, automated cash processing solutions and foreign currency ATM’s.

55

70 Transactions per

second

1500+ Stores

80+Currencies

28Countries

100+Airports

37mTransactions

1.7 billionpassengers pass through our stores

1200+ ATM Locations

56

‘Digital’ Strategy: Clear Principles and Aims

• Focus on long-term enterprise value creation. Short-term revenue/ EBITDA potential not a priority

• Aggressively pursue potential growth opportunities across the Spend / Send segments around FX

• Willing to be disruptive and innovative in our approach and with business models

• Aim to build large user-bases of customers using our products

• Invest in range of different areas and initiatives. Some won’t work, and that’s OK

57

2014 2015 2016 2017 2018 2019

Digital Marketing CRM Mobile Skills Design, UI/UX Dev & Engineering Product Management Data Science & Analytics R&D

Supercard Mobile Apps Payment Platform Customer ID s E-Cards/WalletsBuild New

Products

eCommerce

Build Out Capabilities

Reduction in ‘share’ coming from “core FX”

“core FX” only

Cultural change & ‘digital transformation’ of business over time

Launch Transformation

initiatives

Future customer journeys/ channel strategy

Single view of customer Org renewal Process digitisation Brand Strategy Refresh

The Story We Tell Internally

58

Key Principles – Separate Yet Integrated

• Emphasise the long-game while racking up the ‘quick wins’

• Talk about speed, agile, failure, new capabilities, ways of working and collaboration like it’s going out of fashion

• Avoid the ‘cool kids in the corner’ syndrome

• Be humble

• Communicate, communicate, communicate

• It’s both horizontal and vertical

59

Internal Education and Engagement are Critical

60

What We Have Achieved So Far…

• Built out key capabilities and talent• Accelerated growth of our core• Adopted portfolio approach to new products, two successful launches

and got organisation aligned behind roadmap • Launched the most disruptive & successful play in international spend

and cards• Adopted two tier, two speed IT Infrastructure • Reorganised the business merging online and offline products,

marketing & P&Ls• Started to really change the culture:

• Broken Windows: Dress, Office, Macs, Seating• Huge internal focus on ‘Ways of Working’• Placed Digital and The Customer at the heart of our Business Strategy• Customer centric, data driven, tech-enabled mentality• Greater tolerance of failure and ‘test, learn, iterate’

• External signals – Silicon Milk Roundabout, £25m Digital Growth Fund, Landmark Hires, PR

61

Company Overview - Strictly Private & Confidential

Supercard – Our First Disruptive Play

62

5 Key Questions You Need to Ask Yourself to Change the Paradigm

1. What Hacks do you have at your disposal? (M&A; Fund; PR; Landmark Hires)

2. Can you go Multi-speed? (Spin Outs; Core vs New; 2-Speed IT)

3. Can you impact the cost line? Digital is not just about the revenue line?

4. Are you focused? What can you leverage? Are you investing big enough?

5. What’s the ecosystem you can build or insert youself in? (partnerships, M&A, community, hackathons, meet-ups)

63

Reflections Two Years In…

• The things which will surprise you are not what you expect

• People are excited…and want to help… collaboration is key

• Excitement and momentum are key – the hard thing is keeping the energy up in the ‘in-between’ years….

• You have to tell two stories internally…

• Digital has to be made relevant to every team

• It’s REALLY fun!

#digiscot

Questions & Discussion

#digiscot

Breakout SessionsPlease check

back of badge

#scotsecure

Our Next Event

Creating transformative,

customer-centric digital

strategies

25 February 2016

The Agenda

1. Who we are

2. What’s changing (and why we need to, too)

3. The Customer Experience revolution and its impact on

communication

4. The steps needed to create a user-centric, digital-first strategy

5. The framework and technology that you’ll need

Sydney

Adelaide

Melbourne

Hobart

Canberra

Brisbane

Perth

Wellington

Auckland

Edinburgh

London

Szczecin

New York

Beijing

In 60 seconds:

Privately owned company of 450+

full-time staff.

A modern blend of technology

vendor, service provider and

digital consultancy.

Squiz act as partners, helping to

deliver digital transformation.

Some of our clients:

What’s changing (and

why we need to, too)

Reason #1

Technology, growth and current

demands

Reason #2

Millennials and Generation Z

are digital first - and they’re

increasingly critical

Reason #3

Your customers are always on -

you should be, too

Reason #4

Innovate, or be disrupted

Reason #5

The customer-centricity revolution -

we need to shift our focus

The Customer

Experience revolution

and its impact on

communication

Focus on

relationships

People don’t think in terms of silos.

Need to create a system of processes

and technologies to deliver an easy

experience across the organisation.

Have to devise strategies that can

make an organisation’s digital-first

and customer-centric.

3 common problems:

1. Strategies

are devoted to

technologies,

not services

2. Strategies

are put

together by

individuals in

ivory towers

3. Strategies

are designed for

the organisation

- not the

customer

(Digital) Strategy

Service

delivery

Marketing

strategy

Comms

strategy

Technology

strategy

The solution:

Complete view

Use technology to

follow complete

customer journey

Can interpret

web of systems

and tools

Up-to-date on

latest customer

trends

Strategic +

commercially

focussed

Already work

with multiple

teams

Already know the

competitive

landscape

Build plans

based on metrics

and vision

Who needs to lead?

The steps needed to

create a user-centric,

digital-first strategy

Research Solutions RoadmapGovernance &

sundries

The phases:

Research

Customers

Internal

External

Create personas

Map current user journeys

What do they want? Evidence?

User research

Strategic questions

Service questions

Delivery questions

Review peers

Sector-specific macro trends

Broad technology trends

Journey Mapping

People

Technology

Solutions

System

development

Testing and

fine tuning

Migrating

systems

Phase-out

Legacy tech Staff training

and recruitment

Multi-site

roll-out

Cost of each

phase

Contingency

plansCommunication

plan

Change fatigue

and laggards

Landmarks and

success indicators

Roadmap

Governance and

permissions

Content (new and

updates)

Promotion

Governance &

sundries

You’ve got the plan:

what’s next?

The framework and

technology that

you’ll need

Technology

Culture Vision

Strategy

Digital Transformation

Transform your organisation:

The CXF

Approach

New rules, new tools

CRM

SPCMS

MA

Customer Relationship

Management

Marketing

Automation

Content Management

System

Search

Platform

Introducing the

technology that can

drive and develop

thousands of

engaging, one-to-one

relationships…

Customer Experience Platform:

Want more?

www.squiz.co.uk/

resources

Thank you!

Rory McNeil

[email protected]

LinkedIn: in/mcneilrory

23.02.2016

Transform or Evolve?

+44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978

Are you sitting

comfortably?


You shouldn’t be


Stagnation = Risk


Source: Shutter Stock


Source: www.astronomygcse.co.uk

Everything want to be in the lowest state of

energy with the least amount of disorder.

Third Law of Thermodynamics


Source: IMDB.Com


WRONG


Eewei Chen, @ultraman


Source: YouTube.com/RadDan


Everything Changes


Transform Evolve


Transform

• Do different

• Step change

• Systems

• Processes

• Tools

• People


Source: Word of DTC Marketing


Stagnation = Risk


Evolve

• Environment

• Politics

• Economy

• Society

• Technology

• CUSTOMERS


Feel Good, Be Comfortable, Less Effort

Source: The Simpons


• Who

• Where

• What

• Why

• How


Exploration

• New ideas

• Step change

• Don’t know where or

when

• High risk, high reward

Exploitation

• Continuous improvement

• Better outcomes

• Less wastage

• Evolution

• Low-med risk, Low-High

Reward


1. Discover


Generative Product & Market Research

Generative Product Research Generative Market Research

Questions

How can we solve the problem?

What form should this take?

How important is the design?

What’s the quickest solution?

What is the minimum feature set?

How should we prioritise?

Methods

Solution interview

Contextual inquiry/ethnography

Demo pitch

Consulting

Competitor analysis and usability testing

Questions

Who is our customer?

What are their pains?

What job needs to be done?

Is our customer segment too broad?

How do we find them?

Methods

Customer discovery interviews

Contextual inquiry/ethnography

Data mining

Focus groups*

Surveys* (open ended)

* Not recommended


Evaluative Product/Market ResearchEvaluative Product Research Evaluative Market Research

Questions

Is this solution working?

Are people using it?

Which solution is better?

How should we optimise this?

What do people like / dislike?

Why do they do that?

Methods

Paper prototypes

Clickable prototypes

Usability

Hallway

Live

Remote

Functioning products

Analytics

Surveys*

o Net Promoter Score

o Product/Market Fit Survey

* Not recommended

Questions

Are they really willing to pay?

How much will they pay?

How do we convince them to buy?

How much will it cost to sell?

Can we scale marketing?

Methods

5 second tests

Comprehension

Conjoint Analysis

Data mining/market research

Surveys* (closed)

* Not recommended


2. Define


Ask the right questions


Ask the right questions

• Who are we building for?

• What is their purpose?

• What are their wants and needs?

• What are the problems and challenges

they face?

• How does our “solution” fit into their lives

and the jobs they need to get done?


Set your hypothesis:

“If I do ‘X’, ‘Y’ will happen”


3. Design, test, implement


Task:

Reduce Complaints and Reworks


If you see there is a problem with a customer’s policy. Find out how to fix it and then pick up the phone and tell them:1. What the problem was2. How it will be resolved3. How long it will take to resolve it4. When you will call them back once it

is fixed.

Pick Up The Phone


If you see there is a problem with a customer’s policy. Find out how to fix it and then pick up the phone and tell them:1. What the problem was2. How it will be resolved3. How long it will take to resolve it4. When you will call them back

once it is fixed.

Pick Up The Phone

• Reduction in complaints• Reduction in reworks• Reduction in box losses• Better Staff engagement

results• Better Customer Satisfaction

results


4. Measure and improve


Ask yourselves

• Was my hypothesis right?

• If yes, what was the impact to the

business

• If no, why wasn’t it right

• What have we learnt?

• How will we do differently next time?


How will we do

differently next time?


Source: www.astronomygcse.co.uk

Everything want to be in the lowest state of

energy with the least amount of disorder.

Third Law of Thermodynamics


Source: IMDB.Com


Are you sitting

comfortably?


Good,

then you can begin


Problem solved.

0131 561 7300

[email protected]

@EstherBCM @BCM_Tweets

mailto:[email protected]

CUSTOMER ENGAGEMENT

THROUGH MOBILE GAMING

Digital Transformation 2016

Thursday 25th February

Our Dynamic Earth, Edinburgh

About Me…

Michael Boniface

What is a gamer?

Apple iPhone 3Gs

Market growth trends

Who plays?

User Demographics Hard Core

Mid-Core – Clash of Clans

Casual – Candy Crush Saga

Casual – Bejewled Blitz

What is a gamer?

TV, Radio, Print…. and Games?

Targeting your Audience..

Benefits of a game - Analytics

User Personas

Push Notifications

Games are Sticky!

Raising Awareness

Recruitment & Staff Development

Training

Why use a game?

• Can be tailored to specific audiences.

• Provide a wealth of analytical data.

• Can deliver real-time and geographically appropriate

messaging.

• Provide a persistent and enjoyable user experience.

Contact Details

Michael Boniface

[email protected]

0131 215 1302

http://www.magpierunning.com

The Evolution and Power of Video

• Marketing Strategy

– Audience

– Types of Video

– Techniques

• Product Understanding

– How to incorporate video in my offering?

– Setting expectations

• Distribution

Evolution of Video and Content

Beyond Advertising

“Your Website is 50 Times more likely to appear on the first page of a Search engine

result if it includes video” - Digital Sherpa

“51.9% of marketing professionals worldwide cite video as the type of content with

the best ROI” - eMarketer

“Retail site visitors who view video stay two minutes longer on average” - Comscore

“57% of consumers say that product videos make them more confident in a purchase

and less likely to return an item” - MediaPost

• Ensure Quality/Consistent Work

• Communicate/Show Customer Value

• Choose the Right Video Partner– Experience

– Product Offering

– Ordering Process

• A Partner not a Vendor– Open Communications

– Flexibility

– Integrated Support

• Customer Testimonials

Creation – Tips for Production

Connecting Physical and Virtual

• Apple– Acquires AR company Metaio

• Qualcomm – Acquires AR company Euvision

– Sells Vuforia business to PTC

• Blippar– Unveils visual browser

• Amazon– Mobile application now includes image recognition (EU &

US)

– 10% of $90B revenue is mobile

Case Study

Structured Data: Web.com

Thank you

• Mike Osborne

• President & COO, bieMEDIA

• [email protected]

• James Moore

• SVP, Web.com & Scoot.com

• [email protected]



Securing Your Digital Future

Stephen Haggerty

Alex Clyne

Securing Your Digital Future

• The need for Digital Leaders

• The Growth in Digital Leaders

• The Pathway for Organisations and Digital careers

•Transformer in Chief

•Strategy not technology

•Seismic shifts

•Ultimate Digital Leaders

DigitalLeadership

Executive Search …

Only 4% are aligning

training with digital

strategy

50% are investing in hiring digital

talent

Some Interesting Facts

90% of

companies

lack genuine

digital skills

“Digital represents the channels end users must be able to access to facilitate transactions and interactions that are

beautiful, efficient and superior in experience, leveraging a combination of mobile, social, analytics, cloud and emerging

exponentials. Anytime. Anywhere. Any device.”

- Deloitte Digital

“The speed of information and data is driving such significant change in how and where we work that the digital worker is becoming a critical resource in decision-making, learning, productivity, and overall

management of companies”- SAP

The Sexiest Role …

http://www.thedrum.com/news/2016/02/10/why-nike-has-finally-hired-chief-digital-officer

Adapt, disrupt, transform, disappear?BlockbusterKodak

Chief Digital Officer: The newcomer that’s here to stay

The CDO role will completely disappear by 2020

An Old-Media Empire, Axel

Springer Reboots for the

Digital Age

They roomed together in a rented house in Palo Alto, with marching orders to network with Silicon Valley executives and study the habits and more of American start-up culture.

The lessons took hold. Digital activities now generate more than 60 percent of Axel Springer’s revenues and just over 70 percent of its operating profit.

“I don’t know if Mathias really knew at the time how radically he was going to change the culture,” Mr. Diekmann said of Mr.

Döpfner. “But now we’re infected.”

Prior to joining Travelex, Sean was

Chief Operating Officer of Shutl, the

same-day delivery service which was

acquired by eBay in November 2013.

He was previously Managing Director

for eHarmony's international and

mobile businesses and oversaw the

company's investment in European

online dating site eDarling.

Prior to this, Sean spent three years

with Google as Group Product

Marketing Manager, EMEA, where he

led product marketing for monetisation

products across Europe.

What Next?

•Digital Disruption

•Take Some Risks

• No-one knows all the answers

• Increasing Pace of Change

Competition

•FREE Professional Certificate in Digital Marketing Leadership , accredited by The University of Aberdeen (20 CPD credits)

•All you have to do is complete the Conference feedback survey

•And tell us: what’s the most important learning from today

www.indigitaltalent.com

[email protected]@[email protected]

Thanks to Our Partners and Sponsors

#digiscot

Welcome Back

#digiscot

Russell WilliamsUniversity of Aberdeen

Robert FleetingJump Digital

Digital Marketing Education and Skills

Where are all the Digital Marketing Professionals?

Russell Williams, University of Aberdeen

&

Robert Fleeting, Jump Digital

As businesses look to increase their investment in digital marketing they need individuals with key digital skills…

Where is this talent going to come from?

How can businesses recognise talent?

How can universities equip their students to apply..?

How can universities deliver against a skills gap?

The (Traditional) University Dilemma:

Routes to academia

The University model

Keeping up with changes in the market

A fixed location

So, what can Universities offer?

Working with the right partnership…. a lot!

A little about Jump Digital…

Offer digital marketing consultancy at all levels from strategic to tactical

Clients range from Blue Chip companies to SMEs and Not For Profits

Experience across industry sectors: aerospace, agriculture, business services, retail, leisure…

Our Observations…

Digital is having a big effect and many don’t know how to manage it

Business is struggling to evaluate what is offered by consultants and attract suitably qualified staff

Many clients want to take ownership of their digital marketing strategy

At Jump Digital…

We thought we could bridge the gap and bring understanding…

Our Approach…

Strategy led approach

Understanding the dynamics and objectives of the business/ industry

Developing digital strategy which supports the organisation wider business

Our Philosophy…

“To deliver consultancy that adds value at all levels –from board level strategy to practical implementation”

Education has been at the centre of what we offer and deliver

Use of Video…

Collaboration with the University of Aberdeen…

A Random airplane meeting

An agreed perspective - Digital Marketing Leadership“Knowledge of” and “Knowledge how to”Over-the-shoulder viewSimulation-based learning

A lot of effort and a lot of learning!Defining the key partsPutting them together in a coherent orderBuilding and integrating knowledgeAssessing skills, competencies, knowledge and

understanding Prototyping, getting feedback and refining

The Output… The MSc is live now! CPD will be available in March 2016

Post Graduate Certificate Module 1 – The Digital Marketplace Module 2 – Digital Strategy and Developing Digital AssetsPost Graduate Diploma Module 3 – Executing a Digital Strategy Module 4 – Effective Consultancy and LeadershipMSc Digital Marketing Leadership Module 5 – Digital Futures Module 6 – Final Project

#digiscot

Leah LockhartRelate Lab

@LockhartL

#digiscot

Jim HamillFuture Digital Leaders

@DrJimHamill

ENERGISE2-0.COM

Is Scotland Ready?

Dr Jim Hamill @DrJimHamill

www.linkedin.com/in/drjimhamill

www.futuredigitalleaders.com

http://www.twitter.com/drjimhamill

http://www.linkedin.com/in/drjimhamill

http://www.futuredigitalleaders.com/

The Digital Revolution

‘The changes brought about by the Internet over the last 20 years are nothing compared to what’s

coming over the next few years - we ain’t seen nothing yet’

40% of today’s Fortune 500 companies will not exist in ten years time

Are we ready?

Quick Recap

We live in an era of Digital Disruption and Digital Darwinism

Why now…..?The convergence of disruptive

technologies

Convergence of Disruptive Technologies

Ain't seen nothing yet……..

50bn to 70bn connected devices by 2020

Ain't seen nothing yet………

Rise of the robots/intelligent machines

The Algorithm Economy

http://www.gartner.com/technology/research/algorithm-economy/

http://www.gartner.com/technology/research/algorithm-economy/

http://www.forbes.com/sites/gartnergroup/2015/08/14/big-data-fades-to-the-algorithm-economy/#bd6d8b151147

http://www.forbes.com/sites/gartnergroup/2015/08/14/big-data-fades-to-the-algorithm-economy/#bd6d8b151147

Disruption

• The digital and social media revolutions are disrupting a wide range of industries, transforming existing ways of doing things and existing business models

• Many organisations have become, or are in the process of becoming, ‘digital dinosaurs’ due to their inability to adapt. Countries and individuals are under threat too

• The changes seen already are nothing compared to what is coming over the next few years. Over 40% of jobs could be replaced by digital technology over the next two decades

Employment Impact

http://www.oxfordmartin.ox.ac.uk/news/201309FutureOfEmployment

http://www.oxfordmartin.ox.ac.uk/news/201309FutureOfEmployment

http://www.oxfordmartin.ox.ac.uk/downloads/academic/The_Future_of_Employment.pdf

http://www.oxfordmartin.ox.ac.uk/downloads/academic/The_Future_of_Employment.pdf

Rise of the Robots

Will you be disrupted?

http://www.bbc.co.uk/news/technology-34066941

http://www.bbc.co.uk/news/technology-34066941

Should you transform ?

Are we ready for a world of constantly connected customers, constantly

connected employees and constantly connected ‘things’?

Are We Ready?

Are we on course to be a World Class Digital Nation by 2020?

Executive Summary

• No industry, no company, no individual in Scotland is immune from the threat of digital disruption

• Companies need to ‘adapt or die’ - digital dinosaurs

• Digital transformation – the use of digital technologies to rethink and improve the way we do things in at least three main areas:

– ‘Externally’ - marketing communications, PR, stakeholder engagement, customer service, external data analytics

– ‘Internally’ - the way we communicate with colleagues and partners; our business processes and systems; becoming an agile, flexible, fast moving ‘social organisation’

– Digitally transform our core business models

Executive Summary

• Developing an appropriate response is the number one challenge facing Scottish business today – critical to our future competitiveness as a nation

• So what progress is being made?..................

A World Class Digital Nation?

• A growing recognition of the need to adapt and transform digitally

• Many examples of digital innovation

• But for the majority of Scottish companies and organisations, a major ‘Strategic Gap’ exists between their current use of digital technology and where they should be

• The majority of Scottish companies & organisations are unprepared for the coming digital onslaught

• Digital led change is taking place at a much faster rate than our ability to adapt

• This raises important implications for companies, policy makers and the business support network in Scotland…………

Companies/Organisations

• The ultimate responsibility for digital transformation lies with companies themselves. It is no longer acceptable for digital to be seen as a peripheral activity, the responsibility of ‘techies’

• To remain competitive, all businesses need to embed digital at the core of everything they do - building digital capabilities throughout the business supported by digital leadership to drive change

• The days of the senior executive who is proud of the fact that he/she doesn’t do digital are over. Finished. A new breed of senior executive is required – Digital Business Leaders

Digital Business Leaders Urgently Required

Digital Leaders Urgently Required

• Executives who combine high level business knowledge and experience with the ability to develop Digital Transformation Strategies fully aligned with and supportive of agreed business goals and objectives

• Executives with the personal skills and confidence to drive organisational change

Policy Makers

• A World Class Digital Nation by 2020? More spin than reality

• Digital Economy Business Survey 2014 (4,002 businesses) only 3% are ‘Digital Champions’

• MIT Open Letter to the US Government – called for radical changes in public policy across a wide range of areas –education, infrastructure, entrepreneurship, trade immigration

• For Scotland, more research is urgently required re the impact of digital disruption on the Scottish economy and Scottish labour markets

• Urgent action is required in terms of training and skills development, digital infrastructure, regulation, taxation, cyber security etc. Progress is being made but is it enough?

Business Support Network

• Publicly funded digital support programmes have been available in Scotland for two decades. Yet only 3% of companies are digital leaders?

• We need to refocus support on the main barriers/obstacles to change. Awareness workshops are fine but we need to tackle the real issues. Three areas…..

– All business advisers in the support network need to become ‘digital first’

– Graduate internship programmes backed by solid training

– Launch of a digital supported export programme. Export support is stuck in a 30 year pre-digital time warp

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#digiscot

Questions & Discussion

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