be on time with digital transformation: build platforms, access ecosystems, transform organizations
TRANSCRIPT
Simone Cicero @meedabyte22/10/2015On Academy - Rome
BE ON TIME WITH DIGITAL TRANSFORMATIONbuild platforms access ecosystems transform organizations
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me @meedabyte
strategist
connector
contributor
THE NEW TECHNICALLY POSSIBLE
PERVASIVITY OF NETWORKS
COMPONENTIZATION OF INFRASTRUCTURES
(age of Pay As You Go)
utility
novel
CAPACITY TO MANAGE DATA
OPEN ACCESS TO DESIGN
THE NEW DESIRABLE
URBANIZATION
Urban LifestyleCollaboration
Efficiency
MILLENNIALS
SavvyGreen
Asset light
EXPERIENCE OVER PRODUCTS
“Customer experience … is a fundamental dimension of how a company competes”Joe Pine
A COLLISION:THE NEW “MARKETABLE”
HUMAN RELEVANT FAST PERSONAL
THE NEW DEMANDS FOR THE FIRM
Consumer + Producer Citizen attitude &
emergence of independent work
What does such a Market
demands to firms?
Diminishing Transaction Cost
due to mature Communication
Technologies
Radical Agility
Fast Experimentation and Market Discovery
Rethink Bad UXs
Economies of Scope over Economies of Scale
Concentration of Demand and
Liquidity of Supply
Create entirelynew Markets
Further Enablers Further Enablerr
New demands for firms coming from
tech and user trends
New possibilities for user/citizen
involvement into the business process
Global change in perspective due to radical changes in the communiation
landscape
“hack together products and services, test them, and improve them […] obsessed with company culture and talent, with employees that can imagine, build, and test their own ideas. […] maniacally focused on customers […] hypersensitive to friction…
They are open, connected, and build with and for their community of users and co-conspirators. They are comfortable with business models and customer value revealed over time. “
Aaron Dignan
BE a RESPONSIVE ORGANIZATION
HAVE A SHAPING
STRATEGY
“…an exciting potential is the ability to change how an entire marketplace operates and capture more value by doing so.
…restructure entire markets and industries by designing new platforms and offering powerful incentives to motivate third parties to participate on them.
…ecosystems enable the participation of large and small organizations (or individuals) in creating value at a scale beyond the possibilities of a single firm from Deloitte’s “Business ecosystems come of age”
The PLATFORMis a tool to let the Firm access the
ecosystem
The boundaries of the firm overlap with
the boundaries of the Olatform
The evolution of the platform is to reach bigger ecosystems
BUILD A PLATFORMTO ACCESS ECOSYSTEMS
UNDERSTAND THE POTENTIAL OF
MARKET NETWORKS
Sweet Spot:social networks (optimizing relationship management), marketplaces (optimized
fortransactions) and support to complex business workflows
NETWORK ORCHESTRATORSa new breed of firms
“Our business model classification and analysis says that Network Orchestrators outperform companies with other business models on several key dimensions: higher valuations relative to their revenues, faster growth, larger profit margins.” (Deloitte and Open Matters Study)
Asset Builders: build, develop, and lease physical assets
Service Providers: provide services to customers in form of billable hours
Technology Creators: develop and sell intellectual property
Network Orchestrators: create a network of peers in which the participants interact and share in the value creation. NETWORK
ORCHESTRATORSThe latest evolution in
business model for interconnected world
"When everyone has the Uber app, every driver is using Uber, and everyone is connected through Uber, there's going to be no room for anyone else to start a dispatching service" Evan Rawley, associate professor, Columbia Business School.
TERRIFIC GROWTH 38x growth 2016 vs 2013
NETWORK ORCHESTRATORSLeverage on powerful
network effects when on natural monopoly
markets
FROM INDUSTRIAL TO POST-INDUSTRIAL
FROM INDUSTRIAL TO POST-INDUSTRIAL
FROM INDUSTRIAL TO POST-INDUSTRIAL
Centralized control of resources Leverage on existing resources reuse and optimization (reducing idleness)
Controlled workforce Independent work
Controlled means of production Ecosystem owns production tools
MERGE TECH & DESIGN THINKING:Integrate Technology and Design to radically rethink UXs reducing the complexity of what’s possible tech wise
USE POST-INDUSTRIAL MODELS Create Marketplaces to Connect Supply and Demand instead of providing centralized services and inventory
P2P INTERACTIONS & IDLE RESOURCESLeverage on Existing Resources (inventory) and empower Peers and Partners to contribute to the production process
PLATFORM COMPANIES: KEY TRAITS
Three value producing entities, not just one
Platform The brand (or group) that provides the “enabling infrastructure” and the shaping vision to design better UXs by connecting existing resources, and creating marketplaces for supply/demand to meet. Most of the times, the firm that owns the platform. Eg: Airbnb, providing a context for short term rental between peers to happen
Partners The more specialized/professionalized entities that provide part of the value proposition of the Platform Eg: Developers in Apple Ecosystem
Peers Most of the value is typically generated by the interaction among peers (often bringing their own resources). Peers can be consumer, producers or both (prosumers) Eg: Uber drivers using their own cars
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ENTITIES IN PLATFORM ENABLED ECOSYSTEMS
Affected/interested/impacted Entities
Stakeholders Entities having a specific interest in:• Platform success• Controlling platform externalities + regulation• Platform governance structure
Typically: public actors/bodies dealing with regulation and control of platforms, representatives of communities of peers and partners involved in value creation
ENTITIES IN PLATFORM ENABLED ECOSYSTEMS
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3 KEY STEPSto enabling the transformation
“[technology ] platforms represent the ability to generate multiple revenue streams over the same set of assets [while] currently firms invest on dedicated infrastructures to support one revenue stream with a dedicated set of assets“
Mark McDonald, Accenture
1. BUILD AN AGILE TECNOLOGY PLATFORM
2. EMBRACE A NEW ORGANIZATION MODEL
PARTICIPATIVE
SELFMANAGEMENT
EMPLOYEEWHOLENESS
EVOLUTIVEMISSION
3. BUILD INNOVATION CAPABILITIES
+ curiosity
+ hacking
experimentation+
“It will be up to us to ultimately determine how we use that digital technology.
Will we use it to narrowly squeeze out all inefficiency in the work we do? Or will we use it to catalyze and amplify the imagination that makes us uniquely human and that could identify entirely new avenues to create fundamentally new sources of value?”
John Hagel - Deloitte
TWO MORE THINGS!
PLATFORM DESIGN TOOLKIT 1.0
- released in 2013- evolution of BMCanvas
- tools for platform designers- open source/open access
- adopted in several contexts
PLATFORM DESIGN TOOLKIT 2.0Coming soon
- builds on >2 years of feedbacks- more complementary tools
- still open source- a complete offer of workshops
PDT
STAY TUNED:www.platformdesigntoolkit.com