Оглавление
Ajay Sohoni. The Digital Frontier
Table of Contents
List of Illustrations
Guide
Pages
THE DIGITAL FRONTIER. HOW CONSUMER COMPANIES CAN CREATE MASSIVE VALUE THROUGH DIGITAL TRANSFORMATION
WHY I WROTE THIS BOOK AND WHY YOU SHOULD READ IT
ACKNOWLEDGMENTS
CHAPTER 1 SETTING THE CONTEXT. Let There Be Value Creation. We need to stop pretending
Value creation is at the root of it all
Enter the capitalists with too much money
Startups are built mostly for investors, sometimes for consumers
So, what exactly do you do?
The Technology That Powers It
Accuracy and accessibility of geospatial intelligence
Total availability and commoditization of personal devices
Artificial intelligence and machine learning
Automated content creation and rendering
Implants and sensors
5G and connectivity
Efficiency and modularity in software development
Personal data privacy and security
Blockchain and distributed ledger
Robotics and 3D printing
The Key Consumer Trends of The Next Decade
The changing shape of households
The changing personal financial situation
A growing sense of responsibility
An acceptable form of homelessness
Accepting defeat in the war on privacy
Plurality of thought and habits
Value of experience and appetite for complexity
Overwhelming availability, choice and transparency
Changing attitudes to education and employment
Social media for life reference and for self‐actualization
Stepping Back Before Diving In
Oh my God, this is already too much. Where do I start?
The six frontiers of change in the consumer goods and services sector
This is going to be absurd, but in a good way
Notes
CHAPTER 2 HOW COMPANIES REACH CONSUMERS
Future of Out‐of‐Home Media. Odin books a holiday
Understanding the evolution of out‐of‐home media
Three practical things you should do now
Future of TV Advertising. Chick‐fil‐A at Bhindi‐Bazaar
Understanding the evolution of TV advertising
Three practical things you should do now
A New Kind of Personal Device. Jaden shorts a Merlot
Understanding the evolution of personal devices
Three practical things you should do now
A New Way of Building Ad Creatives. Nuno celebrates his 10‐yr anniversary
Understanding the evolution of Ad creatives
Three practical things you should do now
Notes
CHAPTER 3 HOW COMPANIES ENGAGE WITH CONSUMERS
Harnessing Your Consumer Base. Bart adds a few years to his life
Understanding how to build a consumer database
Three practical things you should do now
The Future of Loyalty Programs. Because Odin pledged allegiance to The Syndicate
Understanding modern‐day loyalty programs
Three practical things you should do now
Providing Additional Value Through Digital Products. Wahad makes a Jjajjangmyeon
Understanding how companies build digital products
Three practical things you should do now
Engaging Through the Intangibles. Jaden's daily facial care ritual
Understanding engagement through intangibles
Three practical things you should do now
Notes
CHAPTER 4 HOW CONSUMERS TRANSACT
The Future of at Home e‐Commerce. Nuno prepares for fight night
Understanding the evolution of at home e-commerce
Three practical things you should do now
The Future of On‐the‐Go Commerce. Bart's day out in New York
Understanding the evolution of on‐the‐go commerce
Three practical things you should do now
The Future of Browse Purchases. Odin celebrates singles tag
Key elements of the evolution
Three practical things you should do now
The Future of Consultation. Wahad's big weekend of fixing stuff
Key elements of the evolution
Three practical things you should do now
Note
CHAPTER 5 HOW COMPANIES CREATE PRODUCTS AND BRANDS
The Future of Consumer Research. The latte that Jaden made
Understanding the evolution of consumer research
Three practical things you should do now
Future of Personalization. Nuno likes everything Nuno style
Understanding the evolution towards personalization
Three practical things you should do now
Continued Relevance of Brands. Bart's second love
Understanding the evolution of brands
Three practical things you should do now
The Future Localized Franchise. Odin supports his community
Understanding the evolution from being centralized to being distributed
Three practical things you should do now
Notes
CHAPTER 6 HOW COMPANIES MANUFACTURE AND DISTRIBUTE PRODUCTS
The Factory of the Future. Wahad's slow cooker gets put together
Understanding the evolution in manufacturing
Three practical things you should do now
Future Logistics. Jaden's unmanned Duvel
Understanding the evolution
Three practical things you should do now
Digitization of the Route to Market. Nuno's weekend of sin
Key elements of the evolution
Three practical things you should do now
The Circular Economy of the Future. Bart loves being the Hulk
Understanding the evolution in the circular economy
Three practical things you should do now
Notes
CHAPTER 7 HOW COMPANIES WORK TOGETHER
The Future of Finance. The life of Odin the CFO
Key elements of the evolution
Three practical things you should do now
The Future of Employment. Wahad and Wahida's walk through life
Understanding the evolution in education and employment
Three practical things you should do now
The Future of Leadership. Jaden the “Conductor”
Understanding the evolution in leadership
Three practical things you should do now
The Future of Government. Nuno joins a movement and Bart pays a parking fine
Understanding some of the evolution in Government services
Notes
CHAPTER 8 MAKING THE TRANSFORMATION HAPPEN
Achtung! Sports analogy coming
The 33 Framework – Nine Steps to Build and Execute a Digital Transformation
Why 33
EPIC 1 – IMAGINE Your Digital Future
Sprint 1 – Define your CURRENCY and ambition of value
Sprint 2 – Explore your own digital FRONTIERS
Sprint 3 – Prioritize the available VALUE POOLS
EPIC 2 – BUILD Your Transformation Unit
Sprint 4 – Blueprint your PLATFORM idea(s)
Sprint 5 – Recruit your transformation TEAM
Sprint 6 – Setup your transformation ENTITY
EPIC 3 – OPERATE the Digital Transformation
Sprint 7 – RESOURCE the entity appropriately
Sprint 8 – RUN the platform everyday
Sprint 9 – REFRESH the platform every year
EPILOGUE
INDEX
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