Not All Digital Transformations Need To Be Disruptive
David Banger (main photo) is an adjunct professor, digital advisor and founder of CHANGE lead | Practical Digital. He’s also the author of Digital Is Everyone’s Business | A guide to transition. In his latest post for B&T, the goodly prof argues there’s plenty to learn from other brand’s digital transformations…
The breadth of technology that is or will soon be within many organisations will require a new approach. What are the key factors an organisation needs to consider for the digital future?
The first is customer intimacy, and the other is integration and scale, they are potentially dichotomies; however, within an exceptional digital organisation, they are not. A frequent and possibly over talked of digital example is Uber. Many organisations want to strive to be like Uber or other technology X organisations.
Uber exemplifies the above two factors. Uber has achieved; closeness to their customer through location and previous trip data, they also know what type of customer you are by the rating the driver applies. They have achieved scale through a digital ecosystem that has integrated the supply chain, a driver, car, location and passenger. Much of this is automated. Uber and other X’s continued to be studied by mainstream, traditional organisations as they consider how they could be their industries disruptor.
In many cases, it is unlikely that they will be their industries disruptor.
Organisations will change; they need to evolve; however, potentially not everything will be disrupted. Further, traditional organisations are not operating at their inception when business was simple, and there was no legacy within the organisation. Legacies contribute to lethargy and erode the initial urgency of a younger business. Also, many people within these organisation are fatigued with the talk of disruptors. The disruption hype and effort within the organisation in many instances has been attempted. Remember that start-up endeavour or organisational wide Agile initiative, what did they commercially achieve?
Despite this, statements are still being made by leaders or those with influence within an organisation, and these are often whispered, mumbled and repeated by others; we need to be more like a disruptor! However, are we sure about this? What is feasible and reasonably achievable?
Here is a hint, maybe you don’t need to be the disruptor.
What if all your competitors are focussed on being the disruptor? What is there or your likelihood of success? How many start-ups fail? Lot’s! Often venture capital will not be made available to those who have not failed and failed multiple times. Plus, many digital transformations fail, McKinsey research indicates 84 per cent. If start-ups fail and transformations fail what could be an alternative?
What if an organisation took an approach of practically segmenting their focus and effort with technology? With an obsession on the customer combined with consistent sustained effort overtime, there will be incremential shifts, the organisation will evolve.
Not all technology is the same; there are three possible purposes of technology within an organisation and that offer different possibilities.
Information Technology; the traditional IT department is consisting of infrastructure, network, applications, data and security. The IT is to evolve to support the incremental shift. Operational Technology; helps a business perform better by automating manual activities, i.e. cleaning of a floor in a shopping centre. Operational Technology is very common in manufacturing. Customer Technology; generally, enabled by a mobile device and application, however, is expected to evolve to an experience. An example is; near field communication technology recognising your device and prompting something that you are interested in is within proximity.
The innovation within an organisation may be to initially identify and focus on the emerging options of each technology purpose. Rather than wanting to be the next BIG disruptor, seek to shift the capabilities of your organisation with a structured assessment of Information, Operational and Customer Technology. Then aim to iterate on their offerings regularly.
Please login with linkedin to comment
David BangerLatest News
Building Intelligence In A New Marketing Landscape
Unfortunately, binge-watching MAFS is not on this list of intelligence-building activities.
QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
2 Out Of 3 Australian Crypto Enthusiasts Think Crypto Will Continue To Grow Against The Dollar
B&T would like to remind you that this is not financial advice and nor do we have any idea what a bitcoin actually is.
Facebook Releases Campaign For Ray Ban Stories Smart Glasses
With a price tag of $411, B&T's editor would much prefer to continue wearing the Ray-Bans he picked up in Bali in 2008.
#EmmySoWhite Circulates On Twitter After Awards Show
#EmmySoWhite is circulating on Twitter & rest assured it's nothing to do with the sauvignon blanc served to attendees.
RuPaul Breaks Emmys Record, Becoming Most-Awarded Person Of Colour
B&T continuing to deliver our in-depth & authoritative Emmys coverage and that's despite no staffer even watching it.
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
Adam Shand launches real crime podcast on LiSTNR, with interviews to include Colonel Mustard & Professor Plum.
Lego Unveils Brilliantly Fun New Campaign That’s A Celebration Of Kids’ Imagination
Lego's one of those toys that's great no matter your age. Although middle-aged men playing with it can be a bit weird.
Perkbox Australia Appoints New Country Manager
Perkbox sounds like an aid for people who suffer from motion sickness in the backseat. But as you'll read, it's not.
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
“Awkward!” Reporter Asks Gillian Anderson If She’d “Spoken To Margaret Thatcher” About Playing Her In The Crown
Sadly, yesterday's Emmys lacked that certain sparkle that comes from Ricky Gervais getting pissed & insulting everyone.
Gary Ablett Jnr Signs NFT Deal With Sportemon Go
If non-fungible tokens are as mysterious to you as the great game of AFL, then this story will make no sense whatsoever.
Foxtel Appoints New Commissioning Editor & Supervising Producer, Unscripted
Foxtel appoints new commissioning editor & threatens viewers with another series of The Real Housewives of Melbourne.
Fetch TV Renews Deal With BBC Studios For Seven BBC Channels
Are you British and pining for a taste of home? Well, whack on the socks and sandals and check out Fetch's BBC offering.
Bankwest Stadium Rebrands As CommBank Takes Over Naming Rights
Parramatta's Bankwest Stadium rebrands as CommBank. Confirms the pies will remain slightly cold & slightly soggy.
Monday TV Wrap: The Block Is Triumphant While HYBPA? Shoots And Scores
Veteran shows again proving the winners last night. Let's just hope no one gets any ideas about reprising Family Feud.
Helga’s Wants You To Be A Nice Neighbour In New Work From The Works
Bread ad encouraging people to be nice neighbours. Which can be difficult if you live next door to a Delta Goodrem fan.
Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Guardian Australia Expands Representation Nationwide With New Hires
The mere mention of Barnaby Joyce or Christian Porter to The Guardian is like a Mentos in a Coke bottle, isn't it?
Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
Nothing beats the quality of a German-built car. They're also very good at strudels, beer & pinching the sun lounger.
NOVA Entertainment Appoints Key Programming Roles
NOVA confirms the appointments of Mary Datoc & Michael McPhee, neither of whom appear to possess a radio nickname.
Paper Moose Creates Virtual Experience To Help UTS Students Leap Pandemic Hurdles
UTS launches 360° video tour that thankfully has edited out any dope-smoking arts students in Che Guevara T-shirts.
Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
Pernod Ricard’s Rosé Spritz set to be THE hot new drink for summer. Admittedly, we can't see it affecting VB sales.
Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Cricket’s Big Bash Enlists Tones And I & Nike For Season Launch
Yes, you read that headline right! Tones And I is now flogging the Big Bash cricket in one of the stranger partnerships.
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
Leos' Kate Silver eyeing the IKEA JÄRVFJÄLLET leatherette swivel chair in charcoal after recent MD promotion.
Indie Agency Kaimera Expands With New Hires
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
For the record, IDFA stands for Apple ID for Advertisers, in case you mistook it for some weird Tamil guerrilla group.
Nine’s Love Island Australia Gets Premiere Date
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
