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Smart Business Day 2013 – Die digitale Transformation bei der SBB – Patrick Comboeuf (2/4)

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Patrick Comboeuf diskutiert in seinem Vortrag, wie sich ein Unternehmen mit tausenden Kilometern Schienennetz aus Stahl den Weg in die Virtualität bahnt. Anhand von konkreten Beispielen berichtet er von den Herausforderungen und Perspektiven bei der digitalen Transformation der SBB, welche sich in die Zukunft blickend mit dem digitalen Wandel beschäftigt.

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Smart Business Day 2013 – Die digitale Transformation bei der SBB – Patrick Comboeuf (2/4)

  1. 1. Mobile. Social. Everything. Die digitale Veränderung einer Old Economy Branche. Patrick Comboeuf Director E-Business, SBB AG – Schweizerische Bundesbahnen
  2. 2. 2
  3. 3. 38% Source: Techeye.net 9%
  4. 4. Digital Natives Digital Immigrants Digital Ignorants?
  5. 5. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur Ökosystem Innovation Kommunikation Mut 5
  6. 6. Die 8 Imperative Digitaler Transformation Kunde 6
  7. 7. 7
  8. 8. 96% aller Apps werden einen Monat nach dem Download nicht mehr gebraucht! Quelle: untether.tv 8
  9. 9. In einer Multioptions-Gesellschaft werden Kunden !  !  !  !  ungeduldiger anspruchsvoller lauter vernetzter
  10. 10. Die 8 Imperative Digitaler Transformation Kunde «User Experience» over «Features» 10
  11. 11. Die 8 Imperative Digitaler Transformation Kunde «User Experience» over «Features» Organisation 11
  12. 12. Grösster WC Betreiber 1.700 180 Ticketautomaten Bediente Bahnhöfe in der Schweiz 4.8 Mill. registrierte Kunden 63 min. Captive Time pro Passagier täglich Top 10 Website sbb.ch 1 Mill. Passagiere pro Tag CHF 17.80 Durchschnittlicher Transaktionswert > 800 Shops in SBB Bahnhöfen und Immobilien 3.7 Mio App downloads der SBB Mobile App – #1 in CH > 60 Kunden Media Touchpoints
  13. 13. Big is (NOT always) beautiful! 13
  14. 14. «Manchmal studieren wir eine gute Idee so lange, bis sie zu einer schlechten wird.» Ein Ex-Mitglied der SBB Konzernleitung, welches lieber anonym bleiben möchte.
  15. 15. Die 8 Imperative Digitaler Transformation Kunde Organisation «User Experience» over «Features» «Big is beautiful. Although not always.» 15
  16. 16. Die 8 Imperative Digitaler Transformation Kunde Organisation «User Experience» over «Features» «Big is beautiful. Although not always.» Geschäftsmodell 16
  17. 17. “Logik bringt Dich von Vorstellungskraft bringt Dich überall hin.” Albert Einstein A nach B.
  18. 18. 52% 34% der Smartphone-User tätigen mindestens einmal pro Monat einen Kauf über ihr Gerät iPhone & iPad Nutzer kaufen, Android Nutzer nicht! der Smartphone-User nutzen heute schon in-App Zahlung Das weltweit #1 iPhone Land ist die Schweiz 3.5 Mio App downloads der SBB Mobile App – #1 in CH Der Online-Umsatz in der Schweiz hat zwischen 2008 bis 2010 um 48% auf CHF 8,68 Mrd. 2 von 3 zugenommen E-Tickets sind heute schon MOBILE ca. 50'000 Stammkunden auf leShop erledigen 11x pro Jahr ihre Einkäufe online, dies mit einem Warenkorbwert von Fr. 247.- Bis 2016 wird der Umsatz im M-Commerce jedes Jahr um 40% steigen 78% der Smartphone-User benutzen ihr Gerät in öffentlichen Verkehrsmitteln Der Anteil wöchentlicher OnlineEinkäufe im Internet ist in den letzten drei Jahren um mehr als 20% gestiegen
  19. 19. Skalierung der Assets über digitale Hebel. API OPEN API DIGITAL MARKETING SOCIAL COMMERCE MEDIA COMMERCE BIG DATA COUPONING MOBILE COMMERCE AUGMENTED REALITY E-CRM LOYALTY 2.0 LOCATION BASED SERVICES 3D PRINTING GAMIFICATION DIGITAL WALLET WEARABLES ACCESS NAVIGATION QUANTIFIED SELF
  20. 20. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen 20
  21. 21. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen Kultur 21
  22. 22. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for breakfast» 24
  23. 23. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for breakfast» Ecosystem 25
  24. 24. Die SBB – ein mittelständisches Unternehmen im Bahnumfeld. Mobile Online > CHF 300 Mio EUmsatz in 2012 3.7 Mio. Downloads Social Ausgezeichnet! Sociallymostdevoted! Awards für Produkte & Kampagne
  25. 25. 27
  26. 26. «1+1>2» Partnerschaft schlägt Alleingang. 29
  27. 27. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur Ecosystem «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Eco(-System) > Ego(-Brands) 30
  28. 28. 8 Dimensionen der digitalen Transformation Kunde Organisation Geschäftsmodell Kultur Ecosystem «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Eco(-System) > Ego(-Brands) Innovation 31
  29. 29. „Es ist falsch, richtig zu liegen vor allen anderen“ Apple & Newton PDA August 1993 Laker Airways: Billig-Airline Montaigne (1533-1592) August 1978
  30. 30. but… If you want to be 100% sure, you’ll be 100% late…
  31. 31. SBB Mobile – Eine wechselhafte Geschichte… Launch: Oktober 2010 100’000 Downloads Launch: Februar 2009 240‘000 Downloads Eingestellt: Dec 2012 Launch: Juli 2009 2’100‘000 Downloads Launch: März 2011 1’500‘000 Downloads 2009 – Flop (Reichweite & Usability) 2013 – Top (3.7 Mio. Downloads) #1 in CH
  32. 32. 8 Dimensionen der digitalen Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Ecosystem Eco(-System) > Ego(-Brands) Innovation Innovation = Idee x Kommerzialisierung 35
  33. 33. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Ecosystem Eco(-System) > Ego(-Brands) Innovation Innovation = Idee x Kommerzialisierung Kommunikation 36
  34. 34. Ist Social «overhyped»? Äs chunnt druff aaa… … auf die Perspektive: «Offliner» «Onliner» Konsument «Es braucht die kritische Masse für eine effiziente Vermarktung. Die ist bei Social Media nicht da!» «Social Media ist nach Mobile Commerce DER Marketing-Hebel, nicht morgen sondern heute!» «Ich will Interaktion mit Marken, Produkten & Diensten wo, wann, wie es mir beliebt» 37
  35. 35. 130’000%Likes%mit%einem%Bild%
  36. 36. Und? Wirkt’s? Quelle: Fehr Advice
  37. 37. 41
  38. 38. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Ecosystem Eco(-System) > Ego(-Brands) Innovation Innovation = Idee x Kommerzialisierung Kommunikation Interaktion, Kooperation, Demut…mit Speed 42
  39. 39. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Ecosystem Eco(-System) > Ego(-Brands) Innovation Innovation = Idee x Kommerzialisierung Kommunikation Interaktion, Kooperation, Demut…mit Speed Mut 43
  40. 40. MACHEN!
  41. 41. Die 8 Imperative Digitaler Transformation Kunde Organisation Geschäftsmodell Kultur «User Experience» over «Features» «Big is beautiful. Although not always.» Digitale Hebel lassen klassische Assets glänzen «Culture eats strategy for Breakfast» Ecosystem Eco(-System) > Ego(-Brands) Innovation Innovation = Idee x Kommerzialisierung Kommunikation Mut Interaktion, Kooperation, Demut…mit Speed Machen! 48
  42. 42. One last thing… 49
  43. 43. 50
  44. 44. Keep in touch… Patrick Comboeuf Director E-Business SBB AG / Personenverkehr patrick.comboeuf@sbb.ch @comboeuf

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