Digital DNA - Concept & Definition

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1. So Paulo & London May 2015 Fabricio Dore Digital DNAConcept & Definiton 2. 10% of the worlds photos were taken in the last 45 days. Source: Future of the Latam Banking Experience, Brett King, 2014. 3. 79 million #selfie on Instagram. (Even the Pope). Source: http://www.wired.com/2014/02/explore-world-selfies-new-data-visualization-tool/ (2014) 4. 76% of all mobile phones in Brazil are smartphones. Source: IDC (2014) 5. 58% of CEOs still think Digital is a major challenge. Fonte: http://www.forbes.com/sites/gilpress/2015/02/27/new-pwc-survey-ceos-embrace-digital-transformation/ (2015) 6. A short bio. 7. UFRJ, Ume, IDEO, Ita, Huge. 8. Foto no hospital 9. Foto no hospital 10. Foto da ford 11. Agenda. 1 Analog vs Digital Companies. 2 Digital DNA. 3 Transforming a Bank. 12. Analog vs Digital Companies. 13. Analog 14. IKEA Retail 15. HSBC Financial Services 16. Hertz Mobility 17. P&G Consumer Products 18. Fonte: http://www.retailwire.com/discussion/17883/does-p-and-g-need-retailers-anymore $19.22 ($18.26) Amazon $19.22 ($18.26) Target $19.99 P&G eStore 19. Sainsburys Supermarket 20. The grocery retailers are feeling the heat from British consumers switching from a weekly shop in a supermarket to smaller shopping trips across supermarkets, convenience stores and online. Source: http://www.telegraph.co.uk/finance/newsbysector/epic/sbry/11585124/Sainsburys-falls-to-first-loss-for-a-decade.html 21. Natura, Abril, Ita, Folha de So Paulo, NYT, New Jersey Transit, BMW, Novartis, Bayer CropScience, Broadway, Walmart, Staples Companies facing the challenge. 22. Retail, Financial Services, Mobility, Consumer Products, Supermarket, Hospitality, Pharma Industries affected. 23. Digital 24. 44 Characteristics of a digital company. Technology as the foundation of UX and Business, Customer- centered, Real Time, Transparent, Desintermediation, Marketplace, Remove Friction, Rethink the Entire Experience, Mobile First. 25. Digital DNA. 26. Its much more than having an app. 27. Its much more than having a marketing campaign about Digital. 47 28. Its about technology: Data, Back-end, Front-end. 48 29. Its about the connection of strategy and execution. 49 30. Digital DNA is the combination of organizational, human and technological factors that make-up a Digital Company. 31. 51 5 Elements of the Digital DNA Organizational Design 1 People Management Leadership Technology Platform User Experience 5432 32. Organizational Design Distributed decision making and responsibilities in flexible org structures. 1 1 33. Research shows that every time the size of a city doubles, innovation or productivity per resident increases by 15 percent. But when companies get bigger, innovation or productivity per employee generally goes down. So we're trying to figure out how to structure Zappos more like a city, and less like a bureaucratic corporation. In a city, people and businesses are self-organizing. We're trying to do the same thing by switching from a normal hierarchical structure to a system called Holacracy, which enables employees to act more like entrepreneurs and self-direct their work instead of reporting to a manager who tells them what to do. Tony Hsieh, CEO da Zappos Fonte: http://www.zapposinsights.com/about/holacracy Holacracy 34. Lean Startup (as team building) Within companies the power has shifted as well. Individuals and small teams can have a massive impact. - Eric Schmidt, ex-CEO Google 35. People Management Recruiting, evaluation, development and retention of Smart Creatives*. 1 2 36. They are intellectually versatile, typically combining technical depth with business savvy and creative flair. How Google Works: Smart Creatives. 37. Leadership Distributed, based on inspiration, influence and mentorship. 1 3 38. Fonte: https://hbr.org/2014/01/ideos-culture-of-helping/ar/1 HBR: IDEOs culture of helping. 39. Technology Platform Is the foundation to deliver and create value. Technology is strategy. 1 4 40. User Experience The power is on the customers hands. 1 5 41. Transparent: Audible 42. Control: AO.com 43. Friction-less: 99Taxis 44. Smart: Nest 45. Simple: Moven 46. Transforming a bank. 47. Biggest transformation in financial services in the last 4000 years. 48. 32% banks revenues will be at risk by 2020. Source: Accenture (2014) 49. Millennials are questioning the role of banks. 71% Prefer to go to the dentist instead of their banks. 33% Believe they dont need a bank for anything. 73% Would prefer to bank with Google, Amazon, etc. Source: http://www.millennialdisruptionindex.com/ (2014) 50. Customers are already digital. Source: Ita (2014) 74 70 62 58 57 47 42 26 30 38 42 43 53 58 2008 2009 2010 2011 2012 2013 2014 % of Volume of Transactions at Ita Unibanco (2008-2014): Canais Tradicionais (TCX, ATM, Telefone) Canais Remotos (Internet e Mobile) Where were you this day? 51. Customers know what to use social media for. 120% Source: Ita (2014) Increase in customer service via social media. 52. 2011-2015 Head of Digital Innovation 24-37 dedicated team. +15 projects in tandem encompassing from strategy to delivery. 53. 96k FTEs 6,5mil FTEs in IT +20bi Net Income (2015, BRL) 54. Digital Channels Digital Bank 55. Site Customer-centered. 56. Mobile first. 57. Multiple digital touchpoints. 58. Transforming from inside-out. 59. Each and every business is now Digital. Even if they dont know or dont want to accept it. 60. Q&A 61. Obrigado! @superfab fabricio.dore@gmail.com fabriciodore

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