IAB’s Vijay Solanki: “Digital’s ‘Fourth Revolution’ Is Here And, Yes, It Will Take Great Courage”

IAB’s Vijay Solanki: “Digital’s ‘Fourth Revolution’ Is Here And, Yes, It Will Take Great Courage”
SHARE
THIS



In this guest post, IAB Australia CEO, Vijay Solanki, says digital transformation of a legacy company is a journey that requires everybody involved to be ultra brave…

Disruption isn’t new. It has been around forever, but the frequency of major disruptions is increasing in step with technology. We are now very well into what has been coined “The Fourth Industrial Revolution” – which was the theme of DAZE 2016 that I spoke at during the week – and it builds upon what we already know and see: Billions of people connected instantly by mobile devices. It brings to disruption a velocity and scale hitherto unknown, and it’s becoming more driven by consumers than business (and therein lies a key difference from past disruption, and an important lesson we will discuss in a second).

Vijay Solanki

None of this should be new to you, but yet it still manages to take so many businesses by surprise. So how do you remain agile and responsive enough to avoided being the disrupted?

Talk to experts and learn from the community

I was lucky to be part of the Philips transformational journey. There’s an innovation event that takes place every September in Berlin, since 1924, called IFA. I presented prototypes and products at IFA between 2012 and 2015. At the end of the day, there was a bar close to the conference centre where I would hang out with peers from Sony to Samsung, and that’s where some valuable conversations were had over a round or two of mojitos.  We were all driving digital change in our companies and sharing notes on the key challenges and opportunities: Getting leadership support; building capability; learning from the pure plays and start-ups; and building a software culture.

Celebrate the evangelists

When driving digital transformation through a business you will find some supporters and champions especially if you pitch well, create a compelling story and change the conversation.  You have to remember the internal marketing program.  Identify the digital champions in your business, engage them, support them and then celebrate them.  Those leaders who champion digital change need to be recognized.  That exercise will catalyze transformation.

When I worked at Philips it was a $30 billion company focused on health care, lighting and consumer goods. In 2012 four of us created an internal start-up leaving our roles in innovation, design, software and marketing to create Philips Digital Innovation.   At the core of the innovation philosophy, it was about meeting the needs of the consumer, as identified by the insight work. It was a reversal of business-as-usual, but to their credit, Philips backed it wholeheartedly.

 Create a story and change the conversation

We created a story that took a good – but essentially dumb – product and made it smart. We put the consumer first, examined what they wanted and needed, and then looked for enabling technology that might solve the program.

It’s the Digital Trinity that is essential for surviving the Fourth Revolution: Be led by the consumer, be enabled by tech; and vigorously explore new business models. It’s a simple model.  Just because you have the ability to do some great new thing doesn’t mean you should do it. Indeed, it should never (or very rarely) be a tech first proposition. It should always be customer first – and with the insights that can be gained nowadays, there’s no reason not to be.

 Use new methodologies

I love a good Hackathon.  We ran 30-plus hackathons over three years, each a week long and with a mix of disciplines.  As well as deliver prototypes, they became a great training and transformational tool.  And we always had evangelists at the end of a hackathon – people who had seen the power of UX, data and software first hand.

The Fourth Revolution will transform business in a much faster and more permanent way than ever before. It’s essential to be agile in development and execution, and to invest in those people and ideas that add real value to the consumer experience, not just those that add value to the balance sheet. The old ways are passing rapidly, and to we need to keep up.

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
m2m Drives Away With $51 Million Hyundai Media Account
  • Media

m2m Drives Away With $51 Million Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine