MASTERING
DIGITAL TRANSFORMATION
7
STEPS TO BECOME A
FUTURE PROOF
ORGANIZATION

JAZZ IS
NOT DEAD
IT JUST
SMELLS
FUNNY
FRANK ZAPPA (1940-1993)
RETAIL
FINANCE
AUTOMOTIVE
MEDIA
EDUCATION
HEALTHCARE
...
but they all need to
ACT NOW

NO DYSTOPIA NO UTOPIA
JUST REALISM
TALKING ABOUT TRANSFORMATION

HEY, NICE TO MEET YOU!
Jo Caudron
CO-CEO
@jocaudron
@jcaudron
jo.caudron@duvalunion.com
Active in digital since 1993.
Entrepreneur involved in 20+ start-ups.
Founding Partner of
Duval Union Consulting
00 32 475 43 80 98
THE BOOKS THAT
CLOSED MEDIA DOORS
THE BOOK THAT
OPENED MANY
MORE DOORS

GHENT DUBAI AMSTERDAM
BUSINESS CONSULTANTS
WITH A FOCUS ON
DIGITAL
TRANSFORMATION

“A BOUTIQUE CONSULTING COMPANY
WITH A ROCK & ROLL APPROACH”

WE HELP OUR CLIENTS WITH THEIR
DIGITAL TRANSFORMATION STRATEGY
FINANCE &
INSURANCE
TELCO &
TECHNOLOGY
(NON) FOOD
RETAIL
BRANDS
& FMCG
MEDIA &
PUBLISHERS
INDUSTRY
COMPANIES
HEALTH &
PHARMA
MOBILITY &
TRANSPORT
PUBLIC &
NON-PROFIT
SERVICES &
UTILITIES
Vlaams
Parlement

REMEMBER THIS?

REMEMBER THIS?

THE WORLD IS CHANGING FAST
ARE YOU ABLE TO DEAL WITH IT?

7 STEPS TO TRANSFORM
INTO A FUTURE PROOF
ORGANISATION

UNDERSTAND
D I G I TA L
TRANSFORMATION
1

Digital Disruption is real
EXPECT A SMACK IN THE FACE

You have a
C H O I C E
Digital
Disruption
Modeling
Business
Transformation

You have a
C H O I C E
Digital
Disruption
MODELING
Business
Transformation
Fear
Insight
Direction

A DEFINITION
Digital
Disruption
Business
Transformation

1995+
MUSIC
PHOTOGRAPHY
VIDEO RENTAL
…
2005+
PRINT MEDIA
TV
TRAVEL
HR
…
2015+
RETAIL
BANKING/INSURANCE
AUTOMOTIVE
TRAVEL
EDUCATION
TELCO
FOOD/FMCG
HEALTHCARE
…
2025
ALL SAFE HAVENS
WILL BE SUBJECT TO
DIGITAL DISRUPTION
…
WAVES OF DISRUPTION

SCAN YOUR
ENVIRONMENT
AND DEFINE
IMPACT
2

The relationship with the market changes
New experiences in product, service
& packaging
GLASS HOUSE
THE PACKAGE
THE FROG
THE GATEKEEPERTHE TRAVELLER
THE CYBORG
THE PARTICIPANT
The position in the value
chain changes
New experts and our peers decide
what matters
Mobile gives access to everything,
everywhere, every time
People participate, share and
co-create their future
Technology becomes part of
everything we do
WHEEL OF CHANGE

The relationship is changing
between the organization and the
outside world.
THE GLASS HOUSE
TRANSPARENCY ACCOUNTABILITY PROXIMITY RESPONSIVENESS BI-DIRECTIONAL HUMANIZATION

The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
FINANCE
HEALTH
MEDIA
TRAVEL & HOSPITALITY

The evolution of unbundling and
how this changes your products,
services and go-to-market.
THE PACKAGE
APPIFCATION LONG TAIL SELF-SERVICE SCALABILITYPRICESPEEDPERSONALIZED EXPERIENCEMONOLTHIC/ATOMIC

The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Angry Birds
Twitter,
Facebook
Newspaper Website
CNN online /
app
Blogs
Vertical sites and
specialties portals
Yelo App
Apple TV
Spotify
Sporza.be
LinkedIn,
Monster, ...
eBay
Pinterest, blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter,
Facebook
RSS
Breaking
news
In-depth
analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
Culture
Trends &
Lifestyle

The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
FINANCE
RETAIL
HEALTHCARE
MEDIA

The position in the value chain is
challenged. You can bypass, or
be bypassed.
BYPASSING VIRTUALISATION FRAGMENTATION OF TOUCH POINTS
THE FROG

The Frog Bypassing Virtualization Fragmentation of touchpoints
MEDIA & ENTERTAINMENT
RETAIL & LUXURY
AUTOMOTIVE

Opinion making is challenged.
New players can dominate the
attention of people.
NEW GATEKEEPERS RECOMMENDATIONS “GOOD IS GOOD ENOUGH” AMBASSADORSHIP
THE GATEKEEPER

• 28
Strengthening the gatekeeper rol
Netflix will invest every year in local, flemish fiction. With 1,3
euro for each subscriber & 22% of the flemish people already
on the platform this adds up to roughly 2 million euro’s.

• 29

Primary location and place of
consumption are changing. There is
a need to merge offline and online
THE TRAVELLER
PLACE UTILITY EMPOWERED SELF INSTANT GRATIFICATION NEW WAY OF WORKING CONTEXTUAL AWARENESS

The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
FINANCE
RETAIL
HEALTH
GOVERNEMENT

The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
15-19 years old 65+ years old
1
2
3 3
2
1
69%
54%
35%
65%
18%
19%
digimeter 2017

Consumers are uniting. The
power of the crowd can be good
or bad for your organization.
COMMUNITY COLLABORATION POWER OF THE CROWD SHARING ECONOMY
-
THE PARTICIPANT

The Participant Community Power of the crowd Sharing economyCollaboration
Sharing economy
From scarcity
to abundance

The Participant Community Power of the crowd Sharing economyCollaboration
MEDIA &
ENTERTAINMENT
FINANCE
TRAVEL
HEALTHCARE

36
Empowered self - everyone is media
With Instagram & Facebook live can everyone, everywhere
become their own broadcasters. Fulfilling the instant gratification
need.

37
Permanently broadcasting themselves

Technology keeps progressing.
We are only at the beginning of
the digital revolution.
THE CYBORG
INTERNET OF THINGS WEARABLES MONITORINGDATAROBOTICSQUANTIFIED SELF

The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
MEDIA & ENTERTAIMENT
FINANCE
HEALTHCARE
MOBILITY

41
World Cup matches in VR
Facebook-owned Oculus is going to stream a handful of Word Cup
matches in virtual reality (VR), for free. Oculus will stream four
games via its recently-unveiled social co-viewing app Venues.
Users of the app can watch 180-degree live streams of concerts,
sports events and comedy nights together with others in VR,
complete with the ability to talk to other avatars via voice chat.

• 42

GLASS HOUSE
THE PACKAGE
THE FROG
THE GATEKEEPERTHE TRAVELLER
THE CYBORG
THE PARTICIPANT
WHEEL OF CHANGEI SEE THE INNOVATIONS,
BUT WHAT DO THEY MEAN?
WHAT IS THE REAL IMPACT
ON MY BUSINESS?

2011
2018
“Well, it seems like we slightly
underestimated the impact”

SEE THE
FUTURE
AND DEFINE A
NORTH STAR
VISION
3

IMAGINE A FUTURE…

highly fragmented
media marketwhere
everything is
personalised…
With a highly fragmented media market

Where everything is personalized

where international (social) platforms are dominating
creation and distribution of news and lifestyle content

where live viewing
is mainly reserved for live events

Where no message
can really be trusted (but we don’t care)

where international streaming platforms
are dominating our viewing habits

where push advertising is largely
replaced by relevant consumer solutions

(written) content is replaced by apps & tech

TYPICAL VIEWING HABITS CONSIST OF
PREMIUM
PRE-RUN
LOCAL
LINEAR
CUTTING-EDGE
CATALOGUE

How many “linear TV-stations” could survive?
Will they be entirely based on local content and
if yes, how could this be financed?
How much local advertising money can be
made? How much will shift to FANG?

TYPICAL VIEWING HABITS CONSIST OF
PREMIUM
PRE-RUN
LOCAL
LINEAR
CUTTING-EDGE
CATALOGUE
BTW: CAN YOU SEE THE PATTERN EMERGE?

DEFINE A
TRANSFORMATION
STRATEGY
AND TACTICAL
ROADMAP
4

CREATE NEW
CUSTOMER CENTRIC
BUSINESS
MODELS
5

Stop looking for ideas
Start solving problems

• 62
THE NEED
FASHION
PARENTING
COOKING
BEAUTY

• 63
THE NEED
FASHION
PARENTING
COOKING
BEAUTY
FUNCTION & REALITY DEFINE FORM
THE SOLUTION

• 64
FUNCTION & REALITY REDEFINE FORM
THE NEED
FASHION PARENTING COOKING BEAUTY

BUILD A NEW
ORGANISATION
WITH A
DIGITAL
LEADERSHIP
6

CHANGE
CULTURE
7

Case Courage
MINDSET
MEANS MANDATE
“license to win”
“license to operate” “license to change”
Capital
BE BRAVE & CHANGE

QUESTIONS? THANK YOU!
@jcaudron - jo.caudron@duvalunion.com
00 32 475 43 80 98

Find my slides on
www.speakersbase.com/jo