Digital
technologies are playing a significant role in the modern economy and
digital business transformation. However, digital transformation
without a proper implementation strategy can bring hurdles in the
business’s success journey. Inadequate evaluation of the offerings
of digital technologies makes organizations assume that any
application of cutting-edge digital technologies will lead to
successful digital business transformation. As a result, many
enterprises make impromptu business decisions about the utilization
of digital technologies and it becomes difficult for them to maintain
competitive parity, despite making substantial business investments.
It is recommended to hire experts for professional digital
transformation services to ensure a
successful digital transformation journey.
To
help you understand the full value that digital technologies can
offer, here are four examples, each of which focuses on the strategic
benefits available at different tiers of digital transformation.
First
Tier - Operational Efficiencies
Ford
implements a new automated visual assessment of paint jobs in its
plants through AR and VR, the Internet of Things (IoT), and
Artificial Intelligence services. Leveraging these
advanced technologies, the company enhances blemish detection and
minimizes defects in its cars. Here, data is generated by the latest
technologies from factory assets, and AI utilizes this data to
identify and prevent manufacturing defects simultaneously.
Second
Tier - Forward-looking Operational Efficiencies
Installation
of sensors on construction equipment products has helped Caterpillar
to track how each of them is used at a construction site. It notices
that customers utilize their motor graders to level lighter gravel
instead of heavier dirt. Leveraging this insight, the company
launched a cost-efficient motor grader specifically designed to level
gravel rather than dirt.
Just
like Ford, Caterpillar also benefits from operational efficiency
profits by enhancing product development productivity. However, the
only difference is that the company’s sensor data is generated from
customers using their products and not from manufacturing plant
assets.
The
customer aspect brings additional challenges. So, the efficiency
advantages in the second tier of digital transformation also go
beyond asset utilization.
Third
Tier - Data-based Services from Value Chains
General
Electric (GE) tracks product-sensor data from their jet engines,
evaluates it using Artificial Intelligence, and provides real-time
guidance for pilots to fly in a manner that optimizes fuel
efficiencies. GE then appropriates a portion of the cost savings of
their customers through new incomes from result-driven revenues. In
other words, their customers pay a portion of their savings from fuel
efficiencies along with the payment for the product.
In
this case, the initiatives involve making changes in the existing
business model from one that is designed to produce and sell products
to one the offers data-driven services to online customers.
GE’s
research and development, sales, product development, and after-sale
service units, all are digitally connected to generate, receive,
analyze, distribute, and respond to the sensor and IoT data from
thousands of disconnected products in real-time. As this generates
new revenue streams, it does more than improving operational
efficiency.
Four
Tier - Data-based Services from Digital Platforms
Peloton
utilizes product-sensor data generated from its exercise equipment to
build a community of users and to match users with appropriate
trainers. Peloton’s products produce user-interaction information
and then the company uses it to accelerate exchanges between its
online customers and other third-party entities involved in its value
chains. AI technology matches individual users to ideal trainers
based on the product-user interaction data analysis.
Like
GE, Peloton is not only earning new revenues from its data-based
services but also by expanding its products into digital platforms.
The third tier of digital transformation is one of the most
challenging tiers for industrial-age legacy organizations and
companies operating with value-chain-based business models and a bit
of experience with digital platforms.
To
bring more operational efficiency and enterprise mobility,
enterprises should invest in custom enterprise app development services
offered by experts.
Key
Digital Value Drivers
To
understand better about the aforementioned tiers of digital
transformation, you need to first identify that modern digital
technologies have two key digital value drivers:
Data
in its new extensive role, and
Evolving
digital ecosystems.
Data
changed from episodic (produced from discrete events, for example,
the shipment of a component from a supplier) to interactive (produced
from sensors and the IoT in real-time). Continuous tracking of assets
and their operational metrics can improve business productivity.
Most
importantly, this interactivity swapped the roles of products and
data. Traditionally, data has supported products, but, now products
are supporting data. Products are not limited to delivering
functionality, building a brand, or generating business revenue
anymore; they now also act as channels for interactive data and
sources for new consumer experiences.
To
make the most of interactive data’s new expansive role,
organizations require a network of data generators and recipients.
Such networks can originate from the sensor and IoT-powered
connectivity that amount to digital ecosystems.
There
are mainly two types of digital ecosystems that have emerged. One is
the production ecosystem, which covers digital connections within
value chains. For example, by connecting sensor and IoT data
generated from cars to spare-part suppliers, service dealers, and
warehouses, etc., car companies can deliver predictive car
maintenance services.
The
other one is the consumption ecosystem, which encompasses the
external value chains of a company. For instance, smart light bulbs
are installed on street lamps to sense bullet shots; their
consumption ecosystems involve a network of camera feeds, ambulances,
911 operators, and everything which ensures street safety.
Productions, as well as consumption ecosystems, are
driven by interactive data which drives new value. Considering the 4
tiers of digital transformation, the first three tiers depend on
production ecosystems while the fourth one relies on consumption
ecosystems.
Which
Tier is Suitable for Your Company?
Before
investing in digital
transformation services, it is important
to create an effective digital transformation strategy. To define an
optimal digital transformation strategy, you need to evaluate your
requirements to engage at each of the four tiers of digital
transformation and then think of making investments that will help
you unlock the advantages of interactive data and digital ecosystems.
First
Tier
This
tier is a must as almost all companies can leverage the benefits of
operational efficiencies. The majority of digital business
transformation initiatives are made in the first tier. For example,
firms such as oil and gas run oil wells, refineries, and pipelines
that need substantial investments; improvement of operational
efficiency is a must.
If
these organizations adopt use IoT devices and AI to locate reserves
and to maintain pipelines and refinery assets, they can save about
60% of their operational costs. Major challenges encountered in this
tier involve the installation of extensive interactive data
generation in asset utilization and breaking data distribution silos.
Second
Tier
The
second tier is essential for companies selling products that can
access interactive data from users, which can be leveraged for the
strategic benefit that exceeds what’s available in the first tier.
The second tier is the end if existing product-user interactive data
is not open for revenue-generating services. Most of the consumer
goods come under this category. The main use of interactive data in
these businesses is to enhance efficiency in advertising or product
development.
Third
Tier
This
tier is for firms who want to generate data-driven services from
products and value chains. Such companies must augment their
production ecosystems to extend their strategic advantage from
business operational efficiencies to new data-driven services.
In
the third tier, companies start using data not only for operational
efficiencies but also for revenue generation. The third tier is the
final stop if your company does not have access to a consumption
ecosystem.
Fourth
Tier
The
fourth tier is strategically essential for any company whose products
have evolving consumption ecosystems. Companies that remain within
their production ecosystems in such scenarios are at the risk of
being commoditized. Their main challenge is extending products into
digital platforms.
Final
Thought
It’s
obvious that not every company will want or afford to engage in all
of the four tiers of digital transformation mentioned above. Some may
choose to focus on one or two. However, every company must constantly
strive to tap into new opportunities.
Investing
in digital transformation services that utilize a
comprehensive strategy, considering the above-mentioned tiers, will
help you provide value to business value to your customers.