Think digital : Your chance to shape your company's business models

Niclas Otte | Senior Director Business Development | SAP Social Software @ottenic
Think DIGITAL!
Your chance to shape your company’s business models
#M2C 2015

Digital is a game changer
© 2015 SAP SE or an SAP affiliate company. All rights reserved.
@ottenic

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 3
Marketers: “Well, we already do Digital“
@ottenic

@ottenic
Is this digital transformation though?
Marketers bombard customers
with irrelevant messages.
Not targeted, not relevant.
WEAPONS OF MASS DISTRACTION.
ADVERTISING
EMAIL
SOCIAL
MOBILE
WEB

Why do only
7%
of consumers say that
customer experiences
exceed expectations?
If we have digitally transformed…
Source: Echo 2012 Global Survey

© 2015 SAP SE or an SAP affiliate company. All rights reserved. Public
of marketers have no
clear cross-channel
marketing strategy?
57%
SOURCE – ECONSULTANCY AND EXPERIAN
Why do

…why does the average
worker still spend
28% of their time
managing e-mail and
20% looking for internal
information/colleagues?

…or did we simply digitize?
Is this digital transformation?

9Public
Consumerization of IT Mobile
Companies
must adapt
to a new set of rules…
Big Data and Insights
Millennial & Digital Mindset
Everything Connected
The Building Blocks of Digital Transformation
Sense of urgency to change
Engagement

Example: Media is being disrupted
From improved products to DIGITAL FIRST BUSINESS MODELS
5% reduction in movie theatre attendance in 2014
Source: The Hollywood Reporter

100 million lines of computer code in the average automobile
Source: CNN Money
Example: Manufacturing is being disrupted
BMW & SAP partnership

$507 billion in mobile payment transactions in 2014
Source: Gartner
Example: Financial Services is being disrupted

Digital Maturity = leadership + digital intensity
Fashionistas Digirati
Beginners Conservatives
Where is your company / industry?

Digital mindsets are paying off
Digirati are the most profitable
+ 26% profitability
+ 12% market valuation
+ 9 % revenue generation
Source: MIT Sloan and Capgemini Consulting

- Charles Darwin
It is not the strongest of the
species that survives, nor the
most intelligent, but the one
most responsive to change.

How can Marketing
& Digital practice
leaders help
companies to
transform?
© 2015 SAP SE or an SAP affiliate company. All rights reserved. Source: http://www.wallpapervortex.com

© 2015 SAP SE or an SAP affiliate company. All rights reserved.© 2015 SAP SE or an SAP affiliate company. All rights reserved.
It all comes back to
“What if we knew…”

CONTEXT MAKES
THE DIFFERENCE.

CLOSING
THE GAP
Let’s leverage the power of DIGITAL for…
Who am I
and how do I
consume?
What I sell or
how I market
to you?

Designing the Customer Journey in the 21st Century
WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION
OF RELEVANT
CONTENT
THE
CUSTOMER
TOUCHPOINTS

Designing for omni-channel

Designing for precision
Objective
Engage with existing customers –
provide better user experience, info, value
Solution
SAP precision marketing
Benefits
Increase customer communication, brand
awareness and improve brand image.
ATAGLANCE
STM NEEDED NEW WAYS TO ENGAGE THE
CONNECTED CUSTOMER,
in order to increase ridership and give customers
reasons to take public transit. Cloud-based SAP
Precision Marketing helped them connect several
hundreds retailers and other venues to their
customers in real-time using mobile and
in-memory computing to deliver compelling,
personalize offers.”
Pierre Bourbonniere
Head of Marketing
STM

Designing for personalization
Source: http://www.handelsblatt.com/unternehmen/handel-konsumgueter/erfolgreiche-
kampagne-coca-cola-darf-auf-sich-selbst-anstossen/10768146.html
Share a Coke

Red Bull Stratos Idee the SAP branded man
NespressoDesigning for Superior Customer Experience

Designing for real-time and engagement
VS.
Sources: www.prussakov.com
http://webdirexion.com/wp-content/uploads/2012/06/red-bull-facebook.jpg
www.airtravel.com

Designing for social collaboration & repeatable patterns
Data & Apps
ExpertiseProblem Solving
Expertise
Content
Problem Solving
Best Practices
Data and Apps
Templates
Best Practices
Templates
Content
Customer
Engagement
Help &Support
SAP Jam Work Patterns

Designing for scalability
SPEED SCALABILITY FLEXIBILITY
LISTEN PREDICT
INSIGHT AGILITY EXPERIENCE
ANALYZE STRATEGIZE COLLABORATEOPTIMIZE ORCHESTRATE TRANSACTCONNECT
CLOSED LOOP ENTERPRISE
PROCESSES
End-to-end integrated process
automation
OPEN FRAMEWORK
Leverage existing solutions,
partners, or build your own
UNIFY THE CUSTOMER VIEW
Develop a holistic customer view and
enable complete context
Supply chainInventory Finance BillingReturns
WEB MOBILE
MARKETING
CHANNELS
CALL
CENTER
EMAIL
SOCIAL POS

http://discover.sap.com/hana/customer-reviews-stories.html?url_id=banner-us-homepage-row5-full-rs-customers-apr15r1

Data
Cloud
Mobile
Networks
Digital
Transformation
Designing for Digital Transformation

…but let’s not forget making the digital journey human, simple and rewarding
http://www.forbes.com/sites/sap/2012/09/14/ch-ch-ch-ch-changes-are-you-ready-for-the-screenagers/

THANK YOU!

Think digital : Your chance to shape your company's business models

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