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Digital Transformation must be a 3 winners game: Citizen - Company - State

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Intervention de Hugues Rey au
COLLOQUE EUROPÉEN DES RÉGIONS NUMÉRIQUES
« INDUSTRIE BRABANT WALLON 4.0 »
MERCREDI 19 OCTOBRE 2016
Au Cercle du Lac à Louvain-la-Neuve

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Digital Transformation must be a 3 winners game: Citizen - Company - State

  1. 1. DIGITAL TRANSFORMATION MUST BE A 3 WINNERS GAME : CITIZENS – COMPANIES – STATE HUGUES L. REY Louvain La Neuve - 19th of October 2016
  2. 2. NICE TO MEET YOU 1968 – Ixelles (BE) – Married to Geneviève Solvay Business School 1992 CEO Havas Media Group BeLux (2010) 25 years of experience in communication agencies (WPP/IPG/Havas) Active in digital marketing since 1996 Founding father of Interactive Advertising Bureau (IAB) (1998) Centre Information Media President (CIM): Internet (2000-2011) TV (2011-2013) Strategy (2016 - …) Teach (Digital) Marketing at SBS (2006 - …) + International MarCom Active Blogger: I’m A Bridge – www.huguesrey.com Follow me on twitter + Instagram: @huguesrey
  3. 3. HAVAS MISSION Our aim is to be the world’s best company at connecting brands with people using creativity, media and technology
  4. 4. SOURCES - REFERENCES • Boston Consulting Group's report on the European Digital Front Runners – 2016 • The state of Digital Transformation 2016 – Altimeter • The World Bank’s World Development Report 2016 (WDR 2016) • THE SMARTEST PLACES ON EARTH Why Rustbelts Are the Emerging Hotspots of Global Innovation BY ANTOINE VAN AGTMAEL AND FRED BAKKER • The Industries of the Future - Ross, Alec • The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future - Kelly, Kevin 4
  5. 5. DIGITIZATION DRIVES VALUES 4 NATIONS 5Source: Boston Consulting Group's report on the European Digital Front Runners - 2016 KEY DRIVER FOR GDP GROWTH POSITIVE NET IMPACT ON JOB CREATION
  6. 6. « JOBS, JOBS, JOBS » 275/385 K BELGIUM 6 Source: Boston Consulting Group's report on the European Digital Front Runners - 2016
  7. 7. HOW DIGITIZATION DRIVES VALUES FOR STATE, COMPANIES AND CITIZENS 7Source: Boston Consulting Group's report on the European Digital Front Runners - 2016
  8. 8. 8 A. Setting the Scene TURBULENCE IS THE NEW NORM … & IS FULL OF OPPORTUNITIES B. Thesis THE (ROCKY) ROAD TO SINGULARITY VS THE DIGITAL TRANSFORMATION REALITY C. Conclusion A 3 WINNERS GAME : CITIZENS – COMPANIES – STATE
  9. 9. TURBULENCE IS THE NEW NORM ! … AND IS FULL OF OPPORTUNITIES A
  10. 10. BUSINESS MODEL DISRUPTION BRANDS DEFIANCE CONSUMER PERCEPTION OF OPPORTUNITIES DISTORSION
  11. 11. Source: angel.co as on 08/27/2015 SOFTWARE IS DISRUPTIVE ACROSS ALL THE INDUSTRIES
  12. 12. EXAMPLE OF DISRUPTION : AUTOMOTIVE INDUSTRY 12
  13. 13. FROM PRODUCT (VEHICLE) TO SOLUTION (MOBILITY) 13
  14. 14. The taxi market was worth 140 millions dollars in San Francisco. With car sharing, it’s 1 billion. Uber makes 500 million ! DISRUPTION IN THE TAXI MARKET
  15. 15. 15 M E R C I UBER Each shared car represents a 270 000$ loss for car manufacturersA report by Jeremiah Owyang (EVEN) BIGGER DISRUPTION IN THE CAR MARKET
  16. 16. 16 DISRUPTING THE WORKFORCE OF THE CAR MARKET
  17. 17. “PLATFORMS LIKE UBER ARE BOOSTING THE INCOMES OF MILLIONS OF AMERICAN FAMILIES” DISRUPTION IN THE FAMILIES EARNINGS
  18. 18. AUTOMOTIVE INDUSTRY TRANSFORMATION 18
  19. 19. Waves of Digital Disruption 1995+ Music Photography Video Rental … 2010+ Print Media TV Travel HR … 2015+ Finance Healthcare Automotive Retail Education Telco … 2020+ All Safe havens will be subject to digital disruption … 2020 – GLOBAL DIGITAL DISRUPTION (SOURCE: DEAR MEDIA)
  20. 20. 20 INDUSTRIAL INFORMATION DIGITAL DISRUPTION
  21. 21. EXECUTIVE MASTER DIGITAL HUMANITIES TOUCHPOINTS, USAGES & MEDIA CONSUMPTION IN 2016LAYERS OF INNOVATION AND DISRUPTION EXAMPLE: FINANCIAL SERVICES
  22. 22. EXECUTIVE MASTER DIGITAL HUMANITIES TOUCHPOINTS, USAGES & MEDIA CONSUMPTION IN 2016LAYERS OF INNOVATION AND DISRUPTION EXAMPLE: FINANCIAL SERVICES STATE REGULATIONS ?
  23. 23. LAYERS OF INNOVATION AND DISRUPTION FINANCIAL SERVICES – LENDING CLUB
  24. 24. 75%Of brands could disappear tomorrow
  25. 25. E. EUROPE 42% N. AMERICA 22% LATAM 69% 31%W. EUROPE MIDDLE EAST 79% EMERGING ASIA 83% 36% DEV. APAC 50% of brands are trusted globally TRUST IS WEAK 25
  26. 26. UNDERSTANDING WHAT MATTERS Personal wellbeing Exploring how brands tangibly improve peoples’ lives Collective wellbeing And the role they play in society Marketplace Going beyond the product 27 WHY DO PEOPLE CARE ABOUT BRANDS ?
  27. 27. OPPORTUNITIES VS PERCEPTION DISTORSION 28 Par Delphine Cuny | 03/10/2016, 18:05
  28. 28. THE (ROCKY) ROAD TO SINGULARITY VS THE DIGITAL TRANSFORMATION REALITY B
  29. 29. SINGULARITY THE BEGINNING OF THE BEGINNING SINGULARITY: La civilisation humaine pourrait connaître une croissance technologique d'un ordre supérieur. ISSUES ? BUSINESS ETHIC POLITIC
  30. 30. The A.I. singularity is the hypothesis that the invention of artificial superintelligence will abruptly trigger runaway technological growth, resulting in unfathomable changes to human civilization.
  31. 31. DEFINING DIGITAL TRANSFORMATION The realignment of or investment in: - new technology - business models - and processes to drive value for customers and employees 34 Source:The state of Digital Transformation 2016 - Altimeter
  32. 32. SINGULAR ECOSYSTEM AND DIGITAL TRANSFORMATION - DIGITAL TRANSFORMATION = The realignment of investments q Customer Experience q Product Innovation q Strategy q Organization q Digitalization of Processes q Teamwork q Learning Culture and Expertise
  33. 33. DIGITAL TRANSFORMATION CHALLENGES 36 Source:The state of Digital Transformation 2016 - Altimeter
  34. 34. DIGITAL TECHNOLOGIES RESHAPING INDUSTRIES AND SOCIETIES Source: Boston Consulting Group's report on the European Digital Front Runners - 2016 Internet of Things Sensors Big Data Advanced Analytics New Devices Form Factors Augmented Reality 3D Printing Ubiquitous Connectivity Advanced Robotics Cognitive Computing Simulation Social, Local, Mobile Cloud Computing System Integration LET’S FOCUS ON ARTIFICIAL INTELLIGENCE – DATA – ROBOTS
  35. 35. IN A NUTSHELL - INDUSTRY 4.0 DIGITAL TRANSFORMATION TO SINGULARITY 38 Source: INDUSTRY 4.0 - MERGING INTERNETAND FACTORIES – Faber Novel
  36. 36. 1 A.I. TO MAP THE CONSUMER JOURNEY 39
  37. 37. 54% OF THE COMPANIES ARE MAPPING THE CONSUMER JOURNEY …but just 20% of digital transformation leaders are studying the mobile customer journey. 40Source: Mc Kinsey + The state of Digital Transformation 2016 - Altimeter 2. Considération initiale 3. Moment d’achat 1. Déclenchement Evaluation active Après-achat Boucle de loyauté
  38. 38. VDAB: DIGITAL PROJECTS CONVERGENCE A.I. + HUMAN • Several partnerships with IBM Watson • 70.000 school leavers each year • Opportunity – 2.5 euros /interview • Focus on ‘problem childs’ 42
  39. 39. PHYGITAL VS TRANSHUMAN 43
  40. 40. ARTIFICIAL INTELLIGENCE IS A REALITY !
  41. 41. 2 DATA – THE RAW MATERIAL OF THE INFORMATION AGE 45
  42. 42. “An Airbus 320 takes off or lands every 2.5 seconds somewhere in the world. Every 30 minutes they generate 1TB of information – that’s a lot of terabytes” Simon Bradley, Airbus Group
  43. 43. DATA EXPLOSION OPPORTUNITIES MULTIPLICATION Relevance Granularity Acceleration Integration EXECUTIVE MASTER DIGITAL HUMANITIES TOUCHPOINTS, USAGES & MEDIA CONSUMPTION IN 2016
  44. 44. IOT UNLEASH THE POWER OF DATA Cities: predict accidents and crimes. Doctors: real-time insights into information from pacemakers or biochips. Optimize productivity across industries through predictive maintenance on equipment and machinery. Truly smart homes with connected appliances. Critical communication between self-driving cars. 48
  45. 45. SMART CITIES = COLLABORATION STATE X COMPANIES X CITIZENS 49
  46. 46. 51 « LE DÉFI DE L’HOMME EST DE REPRENDRE LE POUVOIR SUR LES DONNÉES » - SATYA NADELLA (MICROSOFT)
  47. 47. 3 HERE COMES THE ROBOTS ! 52
  48. 48. TOP COUNTRIES BY ROBOT INDUSTRIES VS CULTURAL ACCEPTANCE OF ROBOTS (INDUSTRIAL ROBOTS PER 10.000 MANUFACTURING WORKERS) 54
  49. 49. VIRTUAL INTERACTIONS WITH PEOPLE & PLACES CAN BE AS GOOD AS BEING THERE IN PERSON 55
  50. 50. AMERICANS WILLINGNESS TO RIDE IN A SELF-DRIVING UBER ? 56
  51. 51. WILL PEOPLE BE COMFORTABLE GETTING ON AN AIRPLANE WITH NO PILOT? On a 2.5 hour domestic flight, autopilots and flight-management systems typically do about 95 percent of the work 57 John Tracy Boeing’s Chief Technology Officer “We are quite confident that technologically, the toolkit is filled. With respect to a commercial airplane, there is no doubt in our minds that we can solve the problem of autonomous flight. It’s a question of certification procedures, regulatory requirements and, even more significantly, public perception.”
  52. 52. 47% OF US JOBS COULD BE AUTOMATED WITHIN ONE TO TWO DECADES. Source: Oxford University study,
  53. 53. C CONCLUSION : A 3 WINNERS GAME
  54. 54. START-UP IN EUROPE (RISK CAPITAL)
  55. 55. BOOSTING INNO: SWEDEN TRIPLE HELIX THROUGH R&D + EDUCATION 61 GOVERMENT + INDUSTRY + ACADEMIA
  56. 56. CONVERGENCE – INTEGRATING OLD MODELS FROM DIGITAL TRANSFORMATION TO SINGULARITY 62 Source: From Rustbelts to Brainbelts
  57. 57. FROM RUSTBELTS TO BRAINBELTS • A life-threatening situation • Universities performing world-class research • Complex, expensive challenges requiring a multi-disciplinary approach • Openness to sharing brainpower • A connector and supportive local officials • Infrastructure that attracts and retains top talent • Access to venture capital 63
  58. 58. WHAT MAKES A BRAINBELT ? • Stop mismeasuring productivity • Develop work-study programs (on German model) • Reward sharing of brainpower • Support and build innovation districts • Build political support for more basic research • Give venture capitalists the leeway to invest in advanced manufacturing 64
  59. 59. WORLD BANK TO COUNTRIES: TO HARNESS THE POTENTIAL OF THE DIGITAL NEED TO WORK ON - Regulations (strengthening regulations that ensure competition among businesses) - Skills (adapting workers’ skills to the demand of the new economy) - Institution (ensuring that institutions are accountable) The World Bank’s World Development Report 2016 (WDR 2016) 65
  60. 60. ָ‫ְפּ‬‫צ‬ֻ‫ח‬‫ה‬ 66 "chutzpah” which is a Yiddish word that derives from the Hebrew word ḥutspâ meaning "audacity".
  61. 61. hugues.rey@havasmg.com @huguesrey + 32 496 26 06 88 www.huguesrey.com THANK YOU FOR YOUR ATTENTION !

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