Digital Transformation – What does it really mean for your industry?

Get the answer at Adobe Sum­mit Indus­try Sessions.

In one of my pre­vi­ous blog posts regard­ing Dig­i­tal Trends: An Indus­try Focus on Dig­i­tal Mar­ket­ing in 2015, I had point­ed out one key dig­i­tal trend in Finan­cial Ser­vices, Retail, Tele­com and Auto­mo­tive indus­tries that I expect­ed to gain trac­tion dur­ing 2015. In FSI, I expect­ed to see more invest­ment in con­nect­ing and per­son­al­is­ing the expe­ri­ence across brochure­ware and authen­ti­cat­ed parts of the web. In Retail, I expect­ed to see bet­ter con­nec­tion between dig­i­tal (web, mobile) and phys­i­cal (store, kiosk) prop­er­ties. In fact, one of our retail clients calls this the ‘Phy­gi­tal’ expe­ri­ence. In Auto­mo­tive, I expect­ed to see fur­ther digi­ti­sa­tion of deal­er show­rooms and for OEMs to con­tin­ue invest­ing in mak­ing the car itself more dig­i­tal. And in Tele­com indus­try, I expect­ed to see fur­ther invest­ment in har­vest­ing rich cus­tomer data for pro­vid­ing dif­fer­en­ti­at­ed cus­tomer expe­ri­ences as well as for cre­at­ing new rev­enue streams.

As I con­tin­ue to engage with senior exec­u­tives across var­i­ous indus­tries to dis­cuss and advise them on their dig­i­tal strat­e­gy, I can see the evi­dence of these trends gain­ing promi­nence based on the num­ber of times these have been brought up dur­ing our con­ver­sa­tions. Not only that, busi­ness and mar­ket­ing exec­u­tives across indus­tries are delib­er­at­ing, eval­u­at­ing and con­stant­ly refin­ing what dig­i­tal trans­for­ma­tion means for their com­pa­ny, where does it start, where does it end, how deep does the trans­for­ma­tion go? And of course, one point that keeps com­ing up again and again is – where has this been done before and who is doing it well! In essence, even though the ter­mi­nol­o­gy of “dig­i­tal trans­for­ma­tion” has been in exis­tence for a while, a very fun­da­men­tal ques­tion is being asked – What does dig­i­tal trans­for­ma­tion real­ly mean for me?

At Adobe we believe that it is very dif­fi­cult to answer that ques­tion with­out tak­ing into account the indus­try that the busi­ness oper­ates in. And to help our clients get a view to the poten­tial answer to that ques­tion, we have organ­ised Indus­try spe­cif­ic ses­sions at the upcom­ing Adobe Sum­mit. The event is a sell out, so if you are one of the reg­is­tered atten­dees, and if you want to know what dig­i­tal trans­for­ma­tion real­ly means for your indus­try, then I would sug­gest that you attend the rel­e­vant indus­try ses­sion. We have great client speak­ers as well as indus­try ana­lysts, who along with the Adobe indus­try experts will pro­vide you with a ring­side view of the state of dig­i­tal trans­for­ma­tion in your industry.

If you want to know more about what these indus­try ses­sions would cov­er, then here is a quick preview:

Retail: The stores of the future — lever­ag­ing dig­i­tal in the store and online

Con­sumer behav­iours are evolv­ing as tech­nol­ogy con­tin­ues to empow­er shop­pers. Brick-and-mor­tar stores, once believed to be in per­il, have become an inte­gral part of the cus­tomer jour­ney. Lead­ing retail­ers are rein­vent­ing the store expe­ri­ence by devel­op­ing dynam­ic, data-dri­ven in-store dig­i­tal expe­ri­ences to engage shop­pers and increase traffic.

This ses­sion show­cases the best prac­tices in dig­i­tal mar­ket­ing for retail in ‘Phy­gi­tal’ world.

FSI: The Jour­ney to Dig­i­tal Trans­for­ma­tion in Finan­cial Ser­vices: Choos­ing the right tech­nol­ogy is JUST the beginning

The aspi­ra­tion of every finan­cial ser­vices insti­tu­tion is to deliv­er supe­rior cross-chan­nel cus­tomer expe­ri­ences to increase cus­tomer engage­ment, reten­tion and more impor­tantly dri­ve sales and rev­enue from dig­i­tal chan­nels. Despite all of the sig­nif­i­cant chal­lenges fac­ing the finan­cial ser­vices indus­try, retail banks, insur­ance com­pa­nies and wealth man­age­ment firms con­tinue to evolve and har­ness pow­er dig­i­tal to achieve their goals.

This process of trans­for­ma­tion and rein­ven­tion is jour­ney that involves more than just tech­nol­ogy. Equal­ly as crit­i­cal are the peo­ple and process­es need­ed in con­junc­tion with any new dig­i­tal tech­nol­ogy and capabilities.

This finan­cial ser­vices super-ses­sion will include:

• The lat­est per­spec­tive and dig­i­tal mar­ket­ing trends for the finan­cial ser­vices industry.
• The diverse per­spec­tives from lead­ing finan­cial intu­itions on their expe­ri­ences, chal­lenges and jour­neys to reinvention.
• The dis­cus­sion of key busi­ness top­ics such as data dri­ven mar­ket­ing, mobile and cross-chan­nel mar­ket­ing in deliv­er­ing supe­rior cus­tomer experiences.

Media & Enter­tain­ment: Show me the mon­ey! Grow­ing rev­enues and audi­ences through the dig­i­tal trans­for­ma­tion over­tak­ing the media and enter­tain­ment industry

The busi­ness mod­els and con­sump­tion pat­terns for media & broad­cast have for­ever changed by the rise of dig­i­tal. Where­as media com­pa­nies, broad­cast­ers and stu­dios once con­trolled the tim­ing, access and mar­ket­ing of con­tent, con­sumers now demand access every­where, have more pro­gram­ming and con­tent choic­es, and even con­tribute to con­tent cre­ation. The chal­lenge for media com­pa­nies today, is not mas­ter­ing the world of dig­i­tal media, but mas­ter­ing of media and con­tent in what is now a ful­ly dig­i­tal world. In this ses­sion, dis­cus­sions will include how media com­pa­nies look at most valu­able audi­ences seg­ments across plat­forms, mea­sure those audi­ences accu­rately and lever­age data to cre­ate opti­mised con­sumer experiences.

Tel­co: Are you re-invent­ing your­self faster than the industry?

In the space of just a few years the mobile has become the only item you won’t leave home with­out. In the com­ing years our depen­dency will become stronger with the intro­duc­tion or wear­ables, con­nected liv­ing, cars, health etc…

To add to the mad­ness oper­a­tors are merg­ing ser­vices grow from mobile through to fixed, broad­band and TV and the con­sumer demands speed that we could only dream of five years ago. Are you rein­vent­ing your­self and your busi­ness at the same rate?

In this ses­sion you will hear from major brands Voda­fone & Swiss­com on how they have trans­formed their teams, process­es and tech­nol­ogy to meet the needs of their end con­sumers and more impor­tantly stay ahead of the com­pe­ti­tion. We will then switch gears and look at how Accen­ture sup­ports the Tel­co indus­try in dri­ving change from large trans­for­ma­tional projects through to sup­port­ing the day to day operation.

Trav­el: Dig­i­tally empow­er­ing cus­tomers across the trav­el journey

Today’s trav­el­ers have more options than ever to con­trol their trav­el expe­ri­ence, from research and reviews, fare and rate com­par­isons, through in-jour­ney and post-jour­ney. With chan­nel frag­men­ta­tion, learn how RyanAir is lever­ag­ing dig­i­tal to deliv­er cus­tomer sat­is­fac­tion and increase rev­enue across the trav­el lifecycle.

Hear more about:

• Key chal­lenges and steps for lever­ag­ing data and tech­nol­ogy to deliv­er cus­tomer sat­is­fac­tion and busi­ness results
• The foun­da­tional role of data and ana­lyt­ics to dri­ve busi­ness transformation

Auto­mo­tive: The BIG Auto­mo­tive shift: Inno­va­tor today, old-timer tomorrow?

The change and dis­rup­tion that the auto­mo­tive indus­try is going through today is intense. From rad­i­cal devel­op­ment in propul­sion tech­nol­ogy to rapid advance­ment in con­nec­tiv­ity, this indus­try has been faced with such trans­for­ma­tion in a few years that oth­er indus­tries face in their life­time. New entrants, new direct-to-con­sumer sales mod­el and the evolv­ing buy­ing, usage and own­er­ship pat­tern add fuel to this dis­rup­tion A per­fect oppor­tu­nity for evo­lu­tion by muta­tion or extinc­tion by irrel­e­vance for estab­lished Brands.