“Today’s generation of customers are always connected and well informed, but businesses are lagging behind in terms of both understanding and engaging their customers across all their channels in ways that are both relevant and consistent,” said Brian Walker, chief strategy officer, SAP Hybris.
Only one in four companies are enabling omnichannel customer engagement, whereby they have a unified, “single view” of the customer and are delivering a consistent, contextual, and relevant experience a...| By Kevin Benedict | Article Rating: |
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| March 18, 2016 10:15 AM EDT | Reads: |
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In my 30-years in the high tech industry I have often heard the business maxim, "Develop a business strategy first, and then find the technology to support it." This well-worn business doctrine, I have come to believe in this age of digital transformation, is wrong and it is time to repudiate it.
Let me support my argument by first asking a few questions. What came first e-commerce or the Internet? What came first mobile commerce, or wireless mobile communications? What came first the commercial airline industry or the airplane? What came first armored knights being used as shock troops, or stirrups? Stirrups of course! Technology innovations have a long history of appearing first, and then doctrines evolving slowly later. What we are learning, however, is if your outdated business doctrines are dictating the speed of your technology adoptions - you are in big trouble! The world is moving much too fast and organizations must now align the tempo of their business doctrine evolution with the pace of technology innovations and customer adoptions.
Strategy is the art of making use of time and space. I am less concerned about the latter than the former. Space we can recover, lost time never." -- Napoleon Bonaparte
Today digital transformations defined as, "Changes across an organization associated with the application of digital technologies," are happening all around us as a result of technology innovations and fast changing consumer behaviors. These digital transformations, welcomed or not, force new and updated business doctrines if companies are to successfully compete.
Before we move on, let's define doctrine as, "Fundamental principles by which an organization guides their actions to accomplish their mission." It is a conceptual framework of knowledge and thought relevant to the environment and times. It provides a common vocabulary for use across organizations. It reflects an aggregated understanding of six key areas:
- Who am I?
- What are my objectives or missions?
- What are my strengths and weaknesses?
- What is the nature of my competition?
- How do I prepare to compete?
- What methods do I employ to compete and win?
I propose organizations today need a "digital transformation" doctrine, a DTD (digital transformation doctrine). Without a DTD, organizations will lack a unified understanding of why they are transforming, and the role transformation plays in helping them compete successfully to achieve their overall objectives.
Doctrine represents and codifies best practice, based on enduring principles, examples from history and validated lessons from experience and operations. An approved set of principles and methods, intended to provide organizations with a common outlook and a uniform basis for action. ~ Professor Richard Holmes, Army Doctrine Primer
As we all know digital technologies do not just enhance and extend existing processes and models, but they open doors to all kinds of new innovations, competitors, businesses processes, strategies and even new industries. An organization's DTD must be capable of leading them successfully through these massive and accelerating changes. An organization's DTD should influence all of their strategies, how they operate and the tactics they employee to compete. In our research, we find most companies are experiencing digital transformation, but few have a recognized doctrine to lead them on this digital transformation journey.
A useful example of a DTD is, "Ensure competitive advantages in your defined marketplaces through information dominance and by employing superior data collection, analysis and information logistics systems, which provide full situational awareness, support data-driven decision-making, automated algorithms and enable the delivery of real-time contextually relevant insights and personalized digital user experiences." ~ Kevin Benedict
Read more on digital transformation strategies here:
- The Advantages of Advantage in Digital Transformation
- Digital Transformation and Its Role in Mobility and Competition
- Digital Transformation - A Revolution in Precision Through IoT, Analytics and Mobility
- Competing in Digital Transformation and Mobility
- Ambiguity and Digital Transformation
- Digital Transformation and Mobility - Macro-Forces and Timing
Follow me on Twitter @krbenedict
**************************************************
Kevin Benedict
Senior Analyst, Center for the Future of Work, Cognizant Writer, Speaker and World Traveler
View my profile on LinkedIn
Follow me on Twitter @krbenedict
Subscribe to Kevin'sYouTube Channel
Join the Linkedin Group Strategic Enterprise Mobility
Join the Google+ Community Mobile Enterprise Strategies
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Published March 18, 2016 Reads 558
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More Stories By Kevin Benedict
Kevin Benedict is the Senior Analyst for Digital Transformation at Cognizant, a writer, speaker and SAP Mentor Alumnus. Follow him on Twitter @krbenedict. He is a popular speaker around the world on the topic of digital transformation and enterprise mobility. He maintains a busy schedule researching, writing and speaking at events in North America, Asia and Europe. He has over 25 years of experience working in the enterprise IT solutions industry.
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BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and Commercial Drone markets.
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Supporting every aspect of IT in the healthcare environment, Zones’ healthcare team can recommend the most productive and scalable IT solutions to ensure a high...
SYS-CON Events announced today CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY.
CrowdReviews.com is the first buyer’s guide that ranks products and services based on client reviews.
SYS-CON Events announced today that Chetu Inc., a worldwide leader in custom software solutions for niche businesses, software-defined storage and data services platform, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY.
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled ni...
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@ThingsExpo has been named the ‘Top WebRTC Influencer' by iTrend.
iTrend processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools.
In overall placement, @ThingsExpo ranked as the number one ‘WebRTC Influencer' followed by @DevOpsSummit at 55th.
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LeaseWeb USA Inc. was established in 2011, a separate and distinct operating entity providing services in the USA. LeaseWeb is a trusted partner to mid-market companies, helping them find the right solution to their critical cloud-hosted needs from our global...
Exosite has announced its Taipei Office has formally been established. Exosite’s Taiwan operations have grown from the Taichung team, primarily focused on research and development, into a full-service IoT enablement organization with development and consulting capabilities. The new Taipei office is located in the Taipei Minsheng Dunhua district, surrounded by all its hardware and channel partners. Exosite will devote its time to the Taiwan market and expand its business into the Asia-Pacific mar...
*This is part of a series of blogs examining Sensor-2-Server (S2S) communications, development, security and implementation.
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For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
As devices, sensors, objects and people are given digital identities that connect them to the Internet by the billions, the need for security and privacy becomes a critical factor for both market adoption and safety. The 40-year-old security methods we now use on our PCs and networks cannot address many of these IoT devices.
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SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named "Bronze Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York.
Pythian, a 400-person global IT services company that helps companies compete by adopting disruptive technologies, announced today that CEO Paul Vallée has been named “Diversi...
transform operational efficiency and safety for businesses and communities, especially during critical situations. During these critical events, man-made incidents or natural disasters, identifying and reaching employees with reliable and automated communications can not only protect business assets, but can be the difference between life and death.
In his session at @ThingsExpo, Imad Mouline, chief technology officer for Everbridge, will highlight incident communications best practices and ...
Electric Imp has expanded its focus to align with evolving commercial and industrial Internet of Things (IoT) opportunities.
”As our platform evolves, it is able to satisfy markets more demanding than the initial consumer segment,” said Hugo Fiennes, CEO and co-founder of Electric Imp. "Delivering over 500,000 units through our consumer device partners helped prove the scalability, reliability and usability of our platform, and now we are targeting our unique architecture at the problems facing...
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Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems.
In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, will provide an overview of this technological shift, including associated business and consumer communications impacts, and opportunities...
Two-thirds of organizations implementing hybrid cloud report they’re already gaining competitive advantage from their hybrid environments and are nearly three times as likely to use it to assemble data assets or monetize data, according to findings released by IBM (NYSE: IBM).
With a hybrid cloud approach, organizations can be selective about when to use cloud and when to use traditional IT infrastructure – delivering the best functionality while meeting speed and flexibility needs, as well a...
SYS-CON Events announced today that iDevices®, the preeminent brand in the connected home industry, will exhibit at SYS-CON's 18th International Cloud Expo® | @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY.
iDevices has announced that it has entered into a definitive agreement to sell the world’s #1 app-enabled grilling and cooking thermometer brands, namely iGrill® and Kitchen Thermometer, to Weber-Stephens Products, LLC. Weber®, the world’s lar...
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In my 30-years in the high tech industry I have often heard the business maxim, “Develop a business strategy first, and then find the technology to support it.” This well-worn business doctrine, I have come to believe in this age of digital transformation, is wrong and it is time to repudiate it.
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Thanks to the professional, virtuous work of security researchers Chris Valasek and Charlie Miller and some fantastic reporting on this research by Andy Greenberg of Wired Magazine, we have long known that theoretical hacks against cars are no longer theoretical. They are real. Many connected cars can be hacked and they can be hacked from long distance. And the threats include threats to safety.
The publicity brought to these issues was incredibly important and helpful. Zero action would have occurred without it.
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Using Internet of Things (IoT) technologies together with big data analysis helps better control and manage a burgeoning transportation agency in New Zealand.
The next BriefingsDirect business transformation innovator case study discussion explores the impact and experience of using Internet of Things (IoT) technologies together with big data analysis to better control and manage a burgeoning transportation agency in New Zealand.
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