tecnalia apd logroño 2016
TRANSCRIPT
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La empresa ante los nuevos
consumidores
DIGITALIZACIÓN DE LA
EMPRESA
TRANSFORMANDO EL
MODELO DE NEGOCIO
Logroño, 5 de Octubre
de 2016
Círculo Logroñés [email protected]
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Concepto 1:
TRANSFORMACIÓN
DIGITAL
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Nuevas Tecnologías?
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Nuevos hábitos
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http://www.forbes.com/sites/fionabriggs/2016/05/04/a-fifth-of-consumers-would-buy-financial-services-from-google-facebook-and-amazon-study-shows/#13a4173c7dd1
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Nuevos Modelos de Negocio
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Concepto 2:
DIGITAL INSIDE
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digital inside digital inside digital inside digital inside digital inside digital inside
https://ec.europa.eu/digital-single-market/en/digitising-european-industry
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Independientemente del sector, su
negocio será, con toda seguridad,
cada vez más un
negocio Digital
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10 http://www.computerworld.com/article/3017985/car-tech/detroit-is-
moving-to-silicon-valley.html
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Concepto 3:
PERIMETRO DIGITAL
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interacción digital
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Google, Apple, Facebook, Amazon
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Google, Apple, Facebook, Amazon, Microsoft
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Thyssenkrupp lleva las gafas de
Microsoft al negocio de los ascensores
http://www.expansion.com/empresas/2016/09/15/57dacdb8268e3e595e8b45dc.html
Thyssenkrupp lleva las gafas de
Microsoft al negocio de los
ascensores
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Concepto 4:
PROSUMIDOR
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Prosumer = “producer” + “consumer“
consumidor exigente
entendido
productor de elementos
digitales y físicos https://es.wikipedia.org/wiki/Alvin_Toffler
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http://www.economist.com/node/21553017
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http://www.airbusgroup.com/int/en/news-media/press-releases/Airbus-Group-Local-Motors-Phase-II.html
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1.700 hogares holandeses
compran su propio
aerogenerador y establecen
un nuevo récord mundial de
crowdfunding
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Concepto 5:
OMNICANALIDAD
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Integrar y alinear
los canales
disponibles de una
marca para
ofrecer al usuario
una experiencia
homogénea a
través de los
mismos
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no perder el rastro del cliente
atacarlo por todos los medios
(online – offline)
todo coordinado, personalizado e
inmediato
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Fuente: Preferencia de Redes sociales. Estudio Redes Sociales 2016. IAB Spain.
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Influencers
Fuente: Actividades realizadas en redes . Estudio Redes Sociales 2016. IAB Spain.
Un 85% declara
que sigue a
influencers a
través de redes
sociales
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E-commerce
Fuente: Formato publicitario mejor aceptado.
Estudio Redes Sociales 2016. IAB Spain.
65% declara que
las redes
sociales
influyeron en su
compra
La mas influyente
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Concepto 6:
VENTA (y ENTREGA) SOFISTICADA
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39 € / mes
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https://techcrunch.com/2015/02/15/leaked-document-shows-faa-rules-for-commercial-drones-will-be-laxer-than-feared/
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Concepto 7:
SISTEMAS PRODUCTO - SERVICIO
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Productos más integrados en el
entorno del consumidor
Productos de más valor
añadido
Sistemas Producto –
Servicio
Productos
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Smart Product - Producto inteligente, Negocio inteligente
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Encapsular servicios con el producto físico
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La digitalización de productos es una poderosa fuente de
creación de valor
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Relación con clientes y usuarios
Más personalizada Más estrecha Más continua Más evolutiva
Inmediata
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Concepto 8:
UBERIZACIÓN
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Created with Haiku Deck KEY WORDS
Transformación digital: Digitalizar la
propuesta de valor
… rediseñar procesos y
Modelos de negocio
Pensar en el producto en términos de
usuario, de Perímetro digital
Conseguir la Fidelidad a través de cada
Interacción
Nuevos Modelos de Negocio, Nuevos
Modelos de poder
Independientemente del sector, su
negocio será un negocio digital
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UBER….
Si no transformamos nuestro negocio
otros vendrán y lo harán