NORDKRON GmbH, Hamburg, 2013 Digital Strategy - Technology aligned to core business Businesses are constantly adapting to new ways of doing things internally and externally in order to be on the edge, both in terms of market position and performance. Today, a large part of this is based on technology. Digitalization has become one of the key factors of competitiveness and is therefore a highly relevant and key strategic management issue. Still, many companies do not have a clear digital strategy or a sufficient link to the business strategy. And technology must be aligned to the core business. This is where we can help. 1
Introduction The impact of previous years digitalization and new technology developments is still only partly to be fully appreciated. Still, it seems clear that we haven t seen the end of it. Although the impact is not currently the same in all businesses and industries, just the thought of recent years almost revolutionary developments in certain industries make many companies alert. And for good reason. Whether it is only a question of where and how we reach and communicate to our customers or a radical change in our customers buying behaviors it must be addressed. The two main challenges for companies are a) how is available technology applied to support the business strategy and b) how can new technology be used to shape the business, i.e. at the end of the day impact and alter the business strategy. In most cases it has to start with the core business. Therefore, the key question is how can new technologies be aligned to the core business? 2
Business first Essential, in our view, to any digital strategy is the principle: Business first then technology! That means, at first we look at: What and how is the business model? How is this supported through the current IT setup? Where, and how, is the business performing? Where are the key areas of value adding IT potential? What is the overall strategy? How are the current IT project teams aligned with the business strategy and so on No matter which area, it must be assessed compared to the dynamics of your core business. CRM E- Commerce Email Market. Mobile Payment Core Business Intranet Mobile Apps Web & com. Qualitycontrol 3
The overall approach Keeping that main principle in mind, our approach to building (or rebuilding) a Digital Strategy, can at best be displayed through a simple model. Starting with a general perspective, but also of the specific market, we look at what are the trends for the next years in an international context. How will this (or these) be adapted into specific geographical markets and what are the opportunities and limitations. Then we prioritize key areas on a tactical level and then drive those into specific small and executable projects. These projects are always rooted in the business strategic decisions and action plans. 4
The process a break-down Supporting the model of the previous page, we use the model displayed below to address the relevant areas to be addressed before implementing (or actually building) the digital strategy. What we do is that we combine two processes, i.e. we apply a business perspective and a digital perspective. With these two you can create a digital strategy based upon the business insights and make sure that the core business is aligned to the digital strategy. And vice versa. 5
About us We are a focused Strategy & Management Consulting company. Our objective, and what drives us, is the ambition to create sustainable success for our customers. We want to make a difference. Our professional experience combined with a result-oriented and pragmatic approach enables us to create added value. We do not measure ourselves only on our analytical abilities, but also, and primarily, on the successful execution. In terms of Digital Strategy, we have a vast experience working nationally and internationally with small -, medium - and large customers in areas such as: E-commerce Mobile payment & financial services E-mail marketing Mobile application development Web communication, design and development Intranet and B2B portals What differentiates us from others, in particular, is our experience in, and focus on, ensuring alignment between our customers core business and the benefits of new technology. Only an integrated digital strategy adds value to your business! 6
Learn more about us In order to learn more about NORDKRON we kindly invite you to contact us directly. Be it about our experience, our services, our approach and our methods it is all best presented and discussed in a personal meeting. GmbH Poppenbütteler Bogen 44 D-22399 Hamburg Telefon: +49 (0) 40 / 6 9797 462-0 www.nordkron.com Fax: +49 (0) 40 / 6 9797 462-9 info@nordkron.com 7