>>APMG 8119: DIGITAL ENTERPRISE

INDIVIDUAL PRESENTATION AND REFLECTION

Ksenia Kurdyumova

POSTGRADUATE DIPLOMA IN BUSINESSAPMG 8119: DIGITAL ENTERPRISE

2017

>>APMG 8119: DIGITAL ENTERPRISE

§ Substitutionsforwebsites

§ Communicationtool§ Routetotarget

audience

SOCIALNETWORKS

§ Gatheruseropinions§ Involvecustomers§ Usergeneratedcontent§ Senseofbelongings

CO-CREATION

§ Optimizationofbusinessprocesses

§ Newbusinessopportunities

§ Speedandeaseofconnection

§ Greaterreach§ Newuser

generations

CHANGES

Digitalhaschangedbusinesses,thereforeitisnecessarytounderstandhowtoadaptbusinessmodelstodemandsofthebrandnewworld.Organizationshastoconstantlysearchfornewwaysofcommunicationwithdifferentdigitaltribes.

>>APMG 8119: DIGITAL ENTERPRISE

ONLINE CUSTOMER EXPERIENCEOFFLINE CUSTOMER EXPERIENCE

§ Face-to-facecontext§ Limitedrangeofdataformats§ Interactionduringtheopeninghours§ Brandispresentedviarangeof

artefacts

IN FACT 29%ofsmallbusinessarenotrepresentedonline.*

§ Absenceofpersonalcontact§ Widerangeofinformation§ Customerchoosesinteractiontime§ Brandispresentedinanaudio-

visualway

Onlineinteractionbetweenbusinessesandcustomershasitsownspecificfeaturesandprovidesbenefitswhentheyareproperlyused.Thus,itisessentialtounderstandspecificationsofonlineinteractionandtoexploreopportunitiesfromthedigitalpresenceinordertogrowthebusinessanddrivesales.

*www.forbes.com

>>APMG 8119: DIGITAL ENTERPRISE

Websites’componentsstimulateusersemotionswhichtransformintoanindividual’sattitudesandbeliefsandleadtolong-termmemoryassociations.Positivepastexperienceinfluencesprobabilitytopreferaparticulare-sellerandformssupportfortheonlinebrand.Thus,itisessentialtofitwebsitestopeople’sdailyneedsthatwouldprovidecustomersatisfaction.

IN FACT

A1-seconddelayinpageloadtimeequals11%fewerpageviews,a16%decreaseincustomersatisfaction,and7%lossinconversions.*

ANTECEDENTS

§ Informationprocessing§ Perceivedeasy-of-use§ Perceivedusefulness§ Perceivedbenefits§ Perceivedcontrol§ Skill§ Trustpropensity§ Perceivedrisk§ Enjoyment

*www.aberdeen.com

EXPERIENCE§ Cognitive

state§ Affective

stateCONSEQUENCE§ Customer

satisfaction

CONSEQUENCE§ Re-purchase

intention

>>APMG 8119: DIGITAL ENTERPRISE

Consumertrust,satisfaction,andloyaltyarethecriticalaspectsfore-sellers.Toincreasethelevelofthesecomponents,itiscrucialtotaketargetaudience’spurchaseexperienceintoaccountandtailorwebsitesaccordingtoit.LowonlinepurchasersaresensitivetoOrderfulfilment,Promotion,andWebdesign,whilehighonlinepurchasers areaffectedbyMerchandising.Security/Privacyisthecriticalelementforbothconsumergroups.

IN FACTWebsitedesignrisesconsumertrustorsatisfactionifcompetitorswebsiteslookcompletelydifferent*

Moderatingeffectofonlinepurchase

experienceH6,H7

*www.yandex.com

Loyalty

Satisfaction

Trust

Webdesign

Orderfulfilment

Communication

Merchandising

Security/Privacy

Promotion

H1

H2

H5

H4

H3

>>APMG 8119: DIGITAL ENTERPRISE

TheBusinessModelCanvasDesignedforSuperParties

CostStructureLaborcostsOperatingcosts

RevenueStreamsSubscription-basedmodelSellsofadvertisingspace

KeyPartnersPhotographersVideoproductioncompaniesSuppliers

ValuePropositionsUsefulContentEducationalprograms

CustomerSegmentsNichemarket

KeyActivitiesProvidingeducationalcontent

KeyResourcesAttractiveandusefulcontent

CustomerRelationship‘Friend-Friend’rolemodel

ChannelsFutureYouTubechannelandblogplatform

TheBusinessModelCanvasistheperfecttoolwhichexplainsanorganization’sgo-to-marketstrategy. Itisadvisedtoafirmtousethesevisualpatterninginordertofixitsbusinessmodelbyaddressingninekeycomponentsandleadbusinesstothechosendirection.

>>APMG 8119: DIGITAL ENTERPRISE

ValueProposition– the20C’sCompellingcontent

ContextCoverage

ConvenienceControlChoice

ConnectivityCommunityComment

Consolidation(aggregator)Customisation(personalisation)

Contraptions(applications)Combinations(bundling)

Contribution(UGC)Conversations(interactivity)

CollaborationCitizenshipCompliance

CustomerexperienceConsumerreviewsand

compensation

RevenueBias

N/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/AN/A

73,000auditprofessionalsworldwideand23%ofglobalFortune500companieshascurrentlyusedKPMGDigitalEqualiser*

StrengthofValueProposition Identificationofopportunities

andrisksaswellasthelevelofdigitalservice’sattractivenessisanimportantpartoflaunchingandoperationalstagesofafirm.Hence,itisrecommendedtouseThe20C’sasausefultoolforthevaluecreationenhancement.

THE 20 C’s

IN FACT

*www.home.kpmg.com

>>APMG 8119: DIGITAL ENTERPRISE

Itisadvisedtostrengthenafirm’sdigitalcontentfordrivingnewdigitalrevenue,improvecustomerexperienceforcross-selling,growsalespercustomer,andfocusondigitalplatformforincreasingefficiencyandflexibility.

THEDEPENDENCYOFDIGITALBUSINESSMODELDEVELOPMENTFROMSTRATEGICGOALS

Productinformation,Price,Availability,Customerfeedback,Contenthub(Buyingguides,Recipes,Discovermore)

Webdesign,Orderfulfillment,Communication,Merchandising,Security

Globalplatform,Socialnetworks

Content

Experience

Platform

>>APMG 8119: DIGITAL ENTERPRISE

§ Newperceptionofintellectualproperty– newrulesofusingdigitalinformation

§ Vulnerabilityofsomeofdigitalbusiness’segments(cloudstorageplatforms,sharingplatforms)

§ Dependenceonthirdparties(copyrightowners,soundrecordlabels,movieproductioncompanies)

OWNBUTNOTSHARE

Copyrightinfringementhasdifferentrootswhichinfluenceillegaldownloadersbehavior.Hence,itisnecessarytounderstandtheserootstoactagainstdigitalpiracyproductively.

ROOTSOFDIGITALPIRACY

*www.pri.org www.dropbox.com

InDenmark,70%ofonlineusersconsumecontentillegallyandbelievethereisnothingwrongwithpiracy*

IN FACT

Dropboxuseshashingchecksystemwhichblockcopyrightprotectedfilesfromuser-to-usersharingwithoutdeletingitandprivacyinfringement*

IN FACT

>>APMG 8119: DIGITAL ENTERPRISE

MODERN DIGITAL TRENDS

Moderncustomershaveperfectdigitalexperiencethatinfluencestheirbrandexpectationsandthelevelanddegreeofseller-buyerinteractions

INCREASINGNUMBEROFDIGITALNATIVES

Communication,informationsearch,selectandcomparing,entertainingandeducation,andotheractionsmovetodigitalspace

DIGITALISATIONOFBUSINESSASPECTS

DAWNINGOFTHEAGEOFTHEUSERVOICE

Theimpactonenterprisesviaratingsoftheservicesandimmediateonlinefeedbackthroughsocialmediamakesusersvoicemuchstronger

Businessownershavetodeveloptheirorganizationsdigitally,followmoderntrendsandconstantlysearchfornewideasandopportunitiesinordertosatisfycustomersgrowingdemandand,hence,improvetheperformance.

>>APMG 8119: DIGITAL ENTERPRISE

§ Newcustomerroleinbrand-customerrelationshipshasshapedbusinessmodels

§ Sellersandbuyersareclosertoeachother

§ Quickandrelevantresponsetoconsumer’sdemandsiscrucial

BUSINESSANDSTRATEGY

§ Userswanttointeractwithbrightandspotlesscompanies

§ Thesenseofbelongingnesshavebecomemoreimportant

§ Userfeedbackimpactsonafirm’sperformance

CONSUMERSANDOTHERCUSTOMERS

STAKEHOLDERSANDSOCIETY

§ New cooperationmodelbasedondifferentuserneedsisrequiredtocutcopyrightinfringement

§ Averageageofconsumersgoesdown

§ Peoplelivetwolives,physicalanddigital

>>APMG 8119: DIGITAL ENTERPRISE