"On February 28th, executives from leading B2B enterprises gathered at SAP’s headquarters outside Philadelphia for a Jam Session with ISBM. The theme of the conference was certainly cautionary, if not foreboding: “Disrupt or Be Disrupted.” But there were plenty of hopeful insights to glean from the day’s workshop, especially in the keynote address from Vivaldi’s own founder and CEO Erich Joachimsthaler. Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "

1. /Founder & CEO of Vivaldi/
Erich Joachimsthaler, Ph.D.
Philadelphia / February 28th, 2017
Digital Jam Session
WHY DIGITAL CONNECTIVITY MATTERS
TO B2B COMPANIES

2. THE INTERNET OF THINGS
2

3. 3
YEARS OF 1960s – 1970s
Pipeline (Traditional Value Chain) Business
‣ Automation of individual activities in the value chain
‣ Standardization of processes
‣ Competitive advantage: quality at scale
Production Marketing CustomerR&D
SOURCE: ACCENTURE, 2016

4. 4
YEARS OF 1980s – 1990s
‣ Rise of the internet, ubiquitous connectivity
‣ Coordination and integration across individual activities and suppliers, channels, and customers
‣ Global supply chain
‣ Competitive advantage: differentiation through features
Pipeline (Traditional Value Chain) Business
Production Marketing CustomerR&D
SOURCE: ACCENTURE, 2016

5. ‣ Connectivity of Everything
‣ Pipeline is hooked up to the platform
‣ Technology evolution from cloud, social and mobile to Internet of Things, AI, quantum computing, etc.
‣ Competitive advantage: Not just the product but the platform
5
TODAY
Platform Business
Producer Customer
SOURCE: ACCENTURE, 2016

6. MyJohnDeere Platform
• Intelligent farming
INTELLIGENT FARMING
6

7. ‣Top speed 10 miles/hour
‣80 seeds per second
‣Tractor has 20 processors
‣Planter has 77 processors
‣6 million lines of code
‣Sends data to the tractor cab to JDOC (AWS)
‣Connects tractor operator and remote farm manager
‣Connects machines with one another
‣Coordinates work in the field
JOHN DEERE’S 8R / 8RT 24-ROW EXACTEMERGE PLANTER
7

8. The ability to have data anywhere,
anytime, at a much lower cost, at a
much faster speed, and on a much
higher scale and level of flexibility
provides a significant opportunity
for us.”
Patrick Pinkston, former John Deere Vice President
8

9. ‣Open up platform to others (third-party developers) and connect
- Farmers,
- John Deere dealers,
- Software companies,
- Seed and fertilizer manufacturers
- University researchers
‣SaaS applications
- Climate cloud
‣Big data applications
- Weather forecasting, plant genomics, and agronomic studies
JOHN DEERE PLATFORM EVOLUTION
9

10. From selling
and servicing
big equipment
To a
commitment
to those linked
to the land
JOHN DEERE VISION
10

11. WHAT MAKES A GREAT PLATFORM?
11
Facilitates interactions between parties
Open, third-party developers or ecosystem
Creates value on the top of technology

12. HealthSuite Digital Platform
Connected Care
12

13. PHILIPS TARGETS CUSTOMER AND CONSUMER NEEDS ALONG THE HEALTH CONTINUUM
13
Source:Philips

14. Support for the heathcare consumer’s ecosystem
HEALTHSUITE DIGITAL PLATFORMSupport for the heathcare consumer’s ecosystem
14

15. For both healthcare professionals and consumers by incorporating advanced visualization and decision
support analytics
DESIGNED TO ENHANCE DECISION-MAKINGFor both healthcare professionals and consumers by incorporating advanced visualization and decision support analytics
15

16. INTEGRATING DATA SOURCES FOR DIFFERENT CONTEXTS
16

17. PERSONAL HEALTH PROGRAMS
17

18. PRO-ACTIVE CARE AT BANNER HEALTH
18

19. WHAT MAKES A GREAT PLATFORM?
Facilitates interactions between parties
Open, third-party developers or ecosystem
Creates value on the top of technology
Creates value for all parties involved (social currency)
Powerful and positive EXPONENTIAL network effects
19

20. GoPro Platform
Exponential Experiences
20

21. GoPro helps people capture and
share their lives’ most meaningful
experiences with others.”
Nicholas Woodman, GoPro founder & CEO
21

22. TOTAL DIGITAL CAMERAS SHIPPED PER YEAR
22
Source: Camera and Imaging Products Association (CIPA)

23. GOPRO REVENUES AND GROWTH RATES
23

24. THE GOPRO PLATFORM (A VIRTUOUS CYCLE)
24

25. GOPRO’S RESULTS
47%
market share in
2015
1,282,169,559
YouTube Views
16+ Million
social media
engagements
in 2015
25

26. EXPONENTIAL GROWTH THROUGH NETWORK EFFECTS
26

27. Networks become more useful as
a user’s connections increase
CONNECTION
Users discover and consume
content created by other users
CONTENT
Power users enjoy influence
and cloud on the network
CLOUD
SOURCES OF THE NETWORK EFFECT
27
SOURCE: SANGEET PAUL CHOUDARY

28. WHAT MAKES A GREAT PLATFORM?
Facilitates interactions between parties
Open, third-party developers or ecosystem
Creates value on the top of technology
Creates value for all parties involved (social currency)
Powerful and positive EXPONENTIAL network effects
Gravitational Pull
28

29. THIS IS A BIG PICTURE CHANGE
Value creation is linear and one-way
Platform Business
Producer Customer
Value creation is two-way and continuous
Pipeline (Traditional Value Chain) Business
Production Marketing CustomerR&D
29

30. DIGITAL LEADERS FROM NON-TECH SECTORS ARE NOW ALSO BUILDING PLATFORMS
Source: 2016 Accenture
Pfizer
Novartis
Merck
Carepass
Cigna
edX
Walmart
American Express
Nasdaq OMX
Schneider
GE
Bosch
ABB
Disney
SONY
Ford
GM
TomTom
‣ Having a platform strategy and the business
know-how to exploit it is more important
than “owning” an ecosystem.
‣ By 2018, IDC predicts that more than 50% of
large enterprises – and more than 80% of
enterprises with advanced digital
transformation strategies – will create and/or
partner with industry platforms
‣ IDC predicts that the number of industry
clouds will reach 500 or more by 2018, up
from today’s 100-plus
30

31. 31
What are you solving for? What is the domain? How are you creating
exponential value?
How will we configure the platform? What implications does this have for
the culture, business model, processes, leadership, infrastructure,
customer experience?
What is the role of the B2B marketer in value creation for all parties in the
ecosystem?
SOME GUIDELINES

32. Thank you!
@ejoachimsthaler
ej@vivaldigroup.com
Erich Joachimsthaler, Ph.D.
/ Founder & CEO of Vivaldi /

33. SOURCES
33
•https://www.slideshare.net/AWSAktuell/aws-fallbeispiele-zur-digitalen-transformation-aws-cloud-web-day-fr-mittelstand-und-
grounternehmen?qid=40d9fb16-ca56-4872-861f-2e932e4b332b&v=&b=&from_search=3
•https://www.slideshare.net/ForgeRock/2015-identity-summit-philips-case-study-new-healthcare-solutions-and-patient-experiences-
made-possible-with-iam?qid=75cdefcf-004f-47c4-9b49-89e1482906da&v=&b=&from_search=1
•https://www.slideshare.net/HealthSPAfi/philips-innovating-in-the-healthcare-continuum-rocco-van-der-berg-philips?next_slideshow=1
•https://www.slideshare.net/AccentureTechnology/platform-economy-tech-vision-2016-trend-3?qid=0e1ec7cd-b8f8-4458-8ab6-
0495ae20b069&v=&b=&from_search=7
•https://www.slideshare.net/InfoEcon/platform-shift-how-new-business-models-are-changing-the-shape-of-industry?qid=d66b9f24-f51e-
4468-8521-44729f6659d4&v=&b=&from_search=1
•https://www.slideshare.net/sanguit/the-platform-manifesto-16-principles-for-digital-transformation/31-
Eventuallyscaling_onan_ecosystem_modelSource_PLATFORM