understanding the different generations in digital transformation
TRANSCRIPT
UNDERSTANDING THE DIFFERENT GENERATIONS
IN DIGITAL TRANSFORMATION
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
This is one of the many complex problems your organization faces today. You have to address this problem during your Digital Transformation, to avoid losing important demographics to your (new) competitors.
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“We should study the effects of mobile on our
millennial demographic!”
“Shouldn’t we include Generation X?”
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
What people talk about in business
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
GENERATION WHAT… DOES IT MEAN FOR MY BUSINESS?
Age does not define how digital savvy you are Spotify, Snapchat, Netflix, Airbnb
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Physical age DOES NOT define digital savviness
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Age is whatever you think it is. You are as old as you think you are.
- MUHAMMED ALI
MENTAL AGE
CLASSIC GENERATION
CONVERTED GENERATION
DIGITAL GENERATION
RUPTURE GENERATION
BUSINESS STRATEGY
THIS IS EASIER TO UNDERSTAND AND INTEGRATE INTO YOUR
THAT’S WHY WE USE A DIFFERENT MODEL BASED ON
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
“What I have works fine, I don’t get all this Internet stuff.”
1. CLASSIC GENERATION
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
A mentally older generation that will not go digital soon
Makes you stretch the traditional business model
“I like some of this digital stuff, I just need someone to show me.”
2. CONVERTED GENERATION
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Slowly getting involved with digital
and embracing it
Expect digital to be a translation of the traditional services
“I can’t imagine my life without being connected.”
3. DIGITAL GENERATION
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Still knows old business models but rapidly adopts new ones
Constantly looking for better
experiences
“Why can’t I swipe?? I don’t want to wait!”
4. RUPTURE GENERATION
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Raised with new concepts that are the norm
Expect everything when and where
they want it
How do you work for all of these generations?
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
How can you fulfill all of their expectations?
YOU CAN’T
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Their preferences vary so much that they require different approaches different approaches
So I just pick 1 then?
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
DIGITAL
TRANSFORMATION
… TOFROM …
Our advice: Don’t go all-in on one generation. The future of each traditional company is to evolve
from a monolithic approach to an ecosystem consisting of complementary/competing businesses.
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Our advice: Don’t go all-in on one generation. You will still focus a lot on the “mothership” to keep it profitable as long as possible, but you will have the
opportunity to innovate for new generations.
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
What is happening today
CLASSIC CONVERTED DIGITAL RUPTURE
Influence
Where the digital investments are focused, but this
is mainly fixing the basics
Where the real innovation is happening
and more investments are needed
Where most of the money is
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Traditional players
How traditional players approach this
CLASSIC CONVERTED DIGITAL RUPTURE
Only a small part of their business is focused online, where they are mainly “fixing the basics”. They still work with a traditional business model (even in digital) to focus on the classic and converted generations. They struggle to draw in the digital generation through new business models and ideas.
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Digital challengers
How digital challengers approach this
CLASSIC CONVERTED DIGITAL RUPTURE
Digital challengers have the majority of their business focus online, with new innovative business models that capture the digital and/or rupture generations.
They are also moving offline in their own way, to attract as much of the wealthier Converted and Classic generations as possible.
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Digital challengers
May the best team win ;-)
CLASSIC CONVERTED DIGITAL RUPTURE
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
Traditional players
UNDERSTANDING THE DIFFERENT GENERATIONS IN DIGITAL TRANSFORMATIONDIFFERENT GENERATIONS
If your team needs HELPCONTACT US
DADO VAN PETEGHEMManaging Partner
@JCAUDRON
JO CAUDRON
Managing Partner
@SDWOUTERS
SAM WOUTERS
Strategy Consultant
@DADOVANPETEGHEM
@IMKEDIELEN @NICKVINCKIERHELENA
VAN EYKERENStrategy Consultant
NICK VINCKIER
Strategy [email protected] [email protected]
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UNDERSTANDING THE DIFFERENT GENERATIONS
IN DIGITAL TRANSFORMATION