Download - Digital DNA - Concept & Definition
São Paulo & London May 2015
Fabricio Dore
Digital DNA
Concept & Definiton
10% of the world’s photos
were taken in the last 45 days.
Source: Future of the Latam Banking Experience, Brett King, 2014.
79 million #selfie on Instagram.
(Even the Pope). Source: http://www.wired.com/2014/02/explore-world-selfies-new-data-visualization-tool/ (2014)
76% of all mobile phones in Brazil
are smartphones. Source: IDC (2014)
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)
A short bio.
UFRJ, Umeå, IDEO, Itaú, Huge.
Foto no hospital
Foto no hospital
Foto da ford
Agenda. 1 Analog vs Digital Companies. 2 Digital DNA. 3 Transforming a Bank.
Analog vs Digital Companies.
Analog
IKEA Retail
HSBC Financial Services
Hertz Mobility
P&G Consumer Products
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
Sainsburys Supermarket
“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
Natura, Abril, Itaú, Folha de São Paulo, NYT, New Jersey Transit, BMW, Novartis, Bayer CropScience, Broadway, Walmart, Staples…
Companies facing the challenge.
Retail, Financial Services, Mobility, Consumer Products, Supermarket, Hospitality, Pharma…
Industries affected.
Digital
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.
Digital DNA.
It’s much more than having an app.
It’s much more than having a marketing campaign about Digital.
47
It’s about technology: Data, Back-end, Front-end.
48
It’s about the connection of strategy and execution.
49
Digital DNA is the combination of organizational, human and
technological factors that make-up a Digital Company.
51
5 Elements of the Digital DNA
Organizational Design
1 People
Management Leadership Technology
Platform User
Experience
5432
Organizational Design Distributed decision making and
responsibilities in flexible org structures.
1 1
“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
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
People Management Recruiting, evaluation, development
and retention of Smart Creatives*.
1 2
“They are intellectually versatile, typically combining technical depth
with business savvy and creative flair.”
How Google Works: Smart Creatives.
Leadership Distributed, based on inspiration,
influence and mentorship.
1 3
Fonte: https://hbr.org/2014/01/ideos-culture-of-helping/ar/1
HBR: IDEO’s culture of helping.
Technology Platform Is the foundation to deliver and
create value. Technology is strategy.
1 4
User Experience The power is on the customer’s
hands.
1 5
Transparent: Audible
Control: AO.com
Friction-less: 99Taxis
Smart: Nest
Simple: Moven
Transforming a bank.
Biggest transformation in financial services in the last 4000 years.
32% bank’s revenues will be at risk by 2020.
Source: Accenture (2014)
Millennials are questioning the role of banks.
71% Prefer to go to
the dentist instead of their
banks.
33% Believe they don’t need a
bank for anything.
73% Would prefer to
bank with Google,
Amazon, etc.
Source: http://www.millennialdisruptionindex.com/ (2014)
Customers are already digital.
Source: Itaú (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 Itaú Unibanco (2008-2014):
Canais Tradicionais (TCX, ATM, Telefone) Canais Remotos (Internet e Mobile)
Where were you this day?
Customers know what to use social media for.
120%
Source: Itaú (2014)
Increase in customer service via social media.
2011-2015 Head of Digital Innovation
24-37 dedicated team. +15 projects in tandem encompassing
from strategy to delivery.
96k FTEs
6,5mil FTEs in IT
+20bi Net Income (2015, BRL)
Digital Channels Digital Bank
Site
Customer-centered.
Mobile first.
Multiple digital touchpoints.
Transforming from inside-out.
Each and every business is now
Digital.
Even if they don’t know or don’t want to accept it.
Q&A
