Digital disruption is just the beginning
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The document discusses the evolution of digital interactions, identifying three waves of engagement: website-based, channel-based, and journey-centric. It emphasizes the need for organizations to transition from siloed interactions to an integrated approach for better customer engagement. Additionally, it highlights the emergence of disruptive digital business models that challenge traditional industry norms.
Digital disruption is just the beginning
- 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital IS Disruption JUST THE Beginning @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Vijayanta Gupta Head of Product & Industry Marketing | Adobe EMEA @vijayanta vijayanta.gupta@adobe.com
- 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
- 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital IS Disruption JUST THE Beginning @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 How on earth did we get here?
- 7. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Societal Waves: The Third Wave, Alvin Toffler 7
- 8. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Society EVOLVES in wavesEach one builds on & replaces the previous – Alvin Toffler
- 9. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 WAVE3 WAVE2 Agrarian societyWAVE1 Information society Industrial society
- 10. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is Going Through a Similar Evolution…Very Rapidly. 10 WAVE1 WAVE2 Digital is TRANSFORMING rapidly WAVE3
- 11. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Journey-centricdigital interactions & organizational integration Channel-centric digital interactions between customers & brands Website-centric digital interactions between customers & brands Three Waves of Digital Engagement 11
- 12. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The First Wave: Web Site-based Interaction Between Consumers and Brands THEFIRSTWAVE
- 13. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Dot-com Bust 4,600 1,200 Nasdaq Points Source: Bloomberg 2002 2000 THEFIRSTWAVE
- 14. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Real Winners Started to Emerge THEFIRSTWAVE
- 15. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured 15 $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ THEFIRSTWAVE
- 16. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Second Wave: Channel-based Digital Interaction Between Customers and Brands 16 THESECONDWAVE DIGITALTV EMAIL SOCIAL LOCATION-BASED SERVICES ONLINEVIDEO OUTLET/KIOSK DIGITIZATION MOBILE
- 17. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers Were Faced With Two Very Interesting Trends Explicit TWO-WAY COMMUNICATION Implicit Multiple TOUCHPOINTS per customer 17 THESECONDWAVE
- 18. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: Every Interaction has a Digital Footprint ONLINETOUCHPOINTS OFFLINETOUCHPOINTS In-storepurchases Favoritestores Recentloan 18 THESECONDWAVE
- 19. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure effectiveness across the entire customer journey and not just the touch-point The Third Wave: Customer Journey-centric Digital Engagement 19 THETHIRDWAVE
- 20. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel-focused Silos Getting in the Way THETHIRDWAVE
- 21. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration and Interaction Needed Across the Organization SURFTOGETHER Everyone needs to THETHIRDWAVE
- 22. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This Wave is an Enterprise Transformation Initiative 22 This wave ENTERPRISE TRANSFORMATION exercise is an
- 23. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Emerging Fourth Wave: Disruptive Digital Business Models THEFOURTHWAVE
- 24. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 Marc Andreessen Co-founder - Netscape General Partner - Andreessen Horowitz “Software Is Eating The World”
- 25. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Established Products and Services are Becoming Commodities… 25 Experienceis the NEW BRAND
- 26. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Did anyone just say “Disruption”? 26 Airbnb The world’s largest accommodation provider, owns no real estate. Alibaba The most valuable retailer has no inventory. Facebook World’s most popular media owner creates no content. Uber The world’s largest taxi company owns no vehicles. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
- 27. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Disruptive Innovation in Action 27 DISRUPTIVE A process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Source: Clayton Christensen
- 28. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Competition in the mirror is closer than it appears
- 29. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Unbundling of a European Bank 29
- 30. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This unbundling is raising a fundamental question 30
- 31. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 31 Media and Entertainment Software to understand users viewing preferences and to predict shows that they will like
- 32. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 32 Retail Connects users with personal shoppers who can deliver stuff within the hour from stores
- 33. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 33 Financial Services Mobile only bank that sees itself in data analysis business as much as in the the banking business
- 34. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 34 Communications Messaging service that enables users to chat as well as order taxis and groceries
- 35. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 35 Automotive Over the air software updates for improving efficiency of the car
- 36. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 36 Business to Business Augmented Reality Helmets
- 37. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which Business are You in? 37 Logistics App to send or return stuff conveniently
- 38. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every Business is a Software Business 38
- 39. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Industry Transformation 39
- 40. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40 @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40 The @Scale Era 3D Printers Drones Wearables IOT Manufacturing @Scale Delivery @Scale Self Quantification @ Scale M2M Communication @Scale Something very interesting is happening
- 41. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Embrace Digital Disruption 41
- 42. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Honne – Tatemae Divide 42 Tatemae Honne-Tatemae Divide
- 43. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 Aaron Levie Co-founder and CEO BOX “Adding software to a broken process doesn't make you digital. The biggest challenge is reimagining the process, not writing the software.”
- 44. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Question – Is Your Business Pretending to be Digital… 44 Need this and next slide with images that depicts something like this – digital pretence with analog process.
- 45. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. …Or Is It Really Digital to the Core? 45
- 46. @vijayanta vijayanta.gupta@adobe.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Call To Action 46 Identify and bridge the Digital Honne-Tatemae Divide for your organization
- 47. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 @vijayanta vijayanta.gupta@adobe.com THANK YOU