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Synthese - Résumé de cours
Digital Business (Université de Liège)
Studocu is not sponsored or endorsed by any college or university
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Digital business
GILLET Fanny
Roadmap
1.Module 1 : The Tech Storm
1.1 Digital Transformation
1
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Cloud Computing
A style of computing in which scalable and elastic IT-enabled capabilities are delivered as a service
using internet technologies. Cloud Computing uses remote servers to store, process and manage
data. This allows users to store information offsite, providing a backup in the event of lost data.
Remote servers also allow users to access their data from any location. These cloud servers are
among the most secure and have a number of buit-in redundancies to ensure data is always available.
Data
Fitbit researchers looked at aggregated data from over 10 million users in 2015 and crunched the
numbers to figure out which cities ranked highest overall. After evaluating the average number of
steps, active minutes, resting heart rate, and sleep duration, several spots stood out. Here are the top
ten fittest cities in America.
Using Data Science to Improve Traffic Safety : Cities across the world are increasingly focused on
eliminating crash-related injuries and fatalities. Data can be a powerful resource in these efforts to
make streets safer. Microsoft partnered with DataKind, which recently completed the Vision Zero
Labs Project. This effort worked to develop valuable analytical models and tools to help the cities of
New York, Seattle and New Orleans further their work to increase road safety.
Empowerment
Keep control on the digital, more human here
Disruption of the digital is important
Empowerment … live
Before at a concert people light the hall with lighters, now it’s with a smartphone
Born with the sharing economy, I don’t want to possess things, I just want to use it. For example, uber provided
the use of cars and Airbnb, the use of houses.
Internet of Things
The network of physical objects that contain embedded technology to communicate and sense or
interact with their internal states or the external environment. Studies predict that by 2025, the
Internet of Things will contain 75 billion devices.
70% of American have connected device at home like Alexa
By 2021, there will be over 25 billion live IoT endpoints
Mobile Data traffic Worlwide (PetaBytes/Month) :
2
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Digital Transformation ?
The 4 forces and how they interact together
1.
Distributed Cloud
Major evolution in cloud computing where the applications,
platforms, tools, security, management and other services are
physically shifting from a centralized data center model to one in
which the services are distributed and delivered at the point of
need. The point of need can extend into customer data centers or
all the way to the edge devices.
2.
Artificial Intelligence
Artificial intelligence (AI) applies advanced analysis and logicbased techniques, including machine learning, to interpret
events, support and automate decisions, and take actions.
AI is one of the most divisive areas of technology today due
to concerns over the ethics of creating intelligent machines.
3.
Digital disruption
Effect that changes the fundamental expectations and
behaviors in a culture, market, industry or process that is caused
by, or expressed through, digital capabilities, channels or assets.
3
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4.
Autonomous Things
Concept that explores how physical things in the spaces
around people are enhanced with greater capabilities to
perceive, interact, move, and manipulate these spaces with
various levels of human guidance, autonomy and
collaboration. Combined with artificial intelligence, IoTconnected edge devices, digital twins and blockchain,
Autonomous Things make smart spaces a reality.
Global Internet Access
A world in which all individuals and machines have fixed and/or mobile high-speed access to the
Internet, regardless of where they are.
5G As Game Changer
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Digital Platforms
Platforms (in the context of digital business) exist at many levels. They range from highlevel
platforms that enable a platform business model to low-level platforms that provide a collection of
business and/or technology capabilities that other products or services consume to deliver their own
business capabilities.
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(tuyau)
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Mesh
Concept that refers to exploiting connections between an expanding set of people and businesses
(as well as devices, content and services) to deliver digital business outcomes.
The mesh demands new capabilities that reduce friction, provide in-depth security and respond to
events across these connections.
Citizens Are Living 24 hours in the Digital Mesh :
TV, smartphones, tablets, home assistants, computers, cameras, …
Internet of Everything
Internet
of
things
Internet
of
energy
Internet
of
industry
Internet
of data
Internet
of you
Internet
of ...
Internet
of
health
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Digital Ecosystems
Concept that represents how advanced technologies change the way value is exchanged, what
value can be exchanged, the speed at which it is exchanged, and where and with whom it can be
exchanged. Digital ecosystems have five key elements: organizing principle, participants, rules of
engagement, shared capabilities and value exchange.
We don’t know anybody in “It’s me” application but we let them use our money
Alexa or Google home is also an eco system. We don’t care about the supplier of the pizza we want
 enterprises are going to disappear
Uber has launched the “Uber Movement” service to help cities master their traffic. It uses
information on the billions of rides Uber has completed.
Not able to manage the traffic ? (pod 2 8’)
Spotify : The market of music has changed from physical to digital and streaming in 30 years. We
can add Spotify on Waze. They had the idea to put in an smartphone. (Waze : emerging mobility
Ecosystem (navigation, music, cities, …).
How they changed the music market
Quite apart from the fact that the founders of Spotify were great visionary entrepreneurs with a
total commitment to their cause, they also managed to get the technological timing right. Already in
2006 when Spotify was founded, they saw what was coming :
•
Moving from downloading to streaming.  cloud computing
•
Moving from desktop to laptop to mobile.  internet of things (bcs related to waze)
•
Using algorithms to analyse and deliver better music recommendations.  data
•
Using cloud based storage of each individual music catalogue.
•
Moving to the subscription business model. Initially, the focus was only on advertising
revenues, but after tough negotiations and great pressure from the music labels, a paid
premium version was introduced.  look like free but not
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The materialization of digital.
We will no longer go ON the Internet ...
We are IN the Internet.
1.2 GAFA, NATU, BATX
GAFA + M (Google, Amazon, Facebook, Apple + Microsoft)
The “GAFA” model is essentially based on a technological disruption powered by big platforms. It
has created “new” markets : search, e-commerce, social media, smartphones, app stores, …
Consumerization of IT
Today’s digital major trends are first of all a consumer’s choice, not companies
What a wonderful world ! But …
Distribution of Facebook's turnover :
99% of advertising
-
1% of other
They don’t create everything, it’s the user that creates
October 2017 : researcher Jonathan Albright reveals that posts on Facebook from six Russian
propaganda accounts were shared 340 million times.
From June to November, Trump’s campaign ran 5.9 million ads on Facebook, while Clinton’s ran
just 66,000. A Facebook executive would later write in a leaked memo that Trump “got elected
because he ran the single best digital ad campaign I’ve ever seen from any advertiser.”
Without Facebook, Trump wouldn’t be elected and Brexit wouldn’t exist too
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NATU (Netflix, AirBnB, Tesla, Uber)
The NATU model is “essentially” based on a disruption of existing uses and markets. It is mainly
powered by (at the beginning) lightweight platforms combining cloud, mobile, social and data.
GAFA created new market while NATU disrupted existing market. It’s great but they are losing
money.
What a wonderful world ! But …
Uber has logged another quarter of record-breaking losses, losing $1.5 billion in the third quarter
of 2017.
For comparison, Uber lost $2.8 billion in all of 2016 and lost $1.1 billion in the second quarter of
2017.
Employees are paid very low, are poor, …
BATX (Baidu, Alibaba, Tencent, Xiaomi)
Where is Europe ?
Baidu is the Chinese Google, Alibaba the Chinese Amazon, Tencent the Chinese Facebook, Xiaomi
the Chinese Apple !
What a wonderful world ! But …
Robots picking packages without human interaction
Alibaba’s City Brain AI can now see every car in the city of Hangzhou. The system also constantly
monitors video footage of traffic, looking out for signs of collisions or accidents in order to alert the
police.
Alibaba Updates City Brain System : Alibaba Cloud experts and Hangzhou government officials
unveiled City Brain 2.0, a system that will use cloud computing and Internet of Things (IoT)
technology to control traffic lights and figure the shortest routes.
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1.3 The Tech Storm
Top 10 Strategic Technology Trends for 2018
Intelligent
AI foundations
Intelligent apps
and analytics
Intelligent things
Digital twins
Cloud to the edge
Conversational
platform
Blockchain
Event-driven
Continuous adaptive
risk and trust
Digital
Mesh
Top 10 Strategic Technology Trends for 2019
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Immersive
experience
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Top Ten Strategic Technology Trends for 2020
Hyperautomation
Empowered Edge
Multiexperience
Distributed Cloud
Democratization
Autonomous Things
Human Augmentation
Practical Blockchain
Transparency & Traceability
AI Security
1.4 The Challenges
Too many people Planet’s ressources
Planet's ressources
Silver economy, Migrations, End of death, EndSmart
of social
cities,
care
Energy, Nartural ressources, Climate wars, Pollution
Global Context
Machine’s World
Social Chaos
ularity, smart machines,Anarchy,
alogirithms,
end of
aritificial
employment
intelligence,
contracts,
GAFA/NATU/BATX,
dictatorship, power
End oftodeath
the people, and of privacy,
 Are there digital solutions ?
Digital Transformation has no goal and makes no sense!
That is why it is so frightening and difficult to understand.
New business opportunities ?
Try to tackle at least one of these problems through solutions based on the collective intelligence
… and the power of the digital transformation !
Challenging scenarios
The end of digital territories
The end of ecosystems
The end of digital diversity
The end of universalism
The end of digital trust
The end of attention
The end of digital equality
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Social media monopoly
Il y a des problèmes à cause des réseaux sociaux :
Le fait que Facebook influence nos choix (ex : si on like la page de Trump, on aura plein d’autre
suggestions)
Google et la fuite d’informations ( campagne Apple « Ce qui se passe sur ton iPhone reste dessus
») Les algorithmes deviennent trop complexes à comprendre
Les employés d’Amazon ont été censurés/menacés d’être virés quand ils ont parlé de la pollution
que provoque l’entreprise
E-peas (in LLN) stands for Electronic Portable Energy Autonomous Systems : The company was
founded in 2014 on the conviction that the trillions of connected nodes of the IoT to be deployed in
the next few years will require disruptive solutions to extend batteries life-time.
White paper : 2019-2020 HEC DB Strategic Technology Trends
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2.Module 2 : From the “Old Web” to the Digital
Commerce Platform
2.1 The Web As It Was
Step 1
HTML (Hypertext Markup Language)
Markup language used to create a Web page. HTML5 (interactivity and multimedia features) is the
current standard.
Static Page
A web page that is delivered to the user exactly as stored, in contrast to dynamic web pages which
are generated by a web application.
Web Server
The software in charge of “serving” Web pages. Apache (Open Source world) and IIS (Microsoft)
are the most popular. Often a confusion with the computer on which the software is running … also
called
… “Web server”.
Javascript
Programming language used inside a Web page (directly or through a .js file). Javascript code is
executed on the client side. After years of compatibility issues with some browsers, Javascript is now
a true reliable and powerful standard (Web 2.0 / API / …).
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Step 2
Dynamic Web pages
Web pages are mostly produced “on the fly” or “on demand”, based on specific parameters (URL,
cookies, CRM, …). The most popular frameworks are based on PHP, .Net, JS, …).
CMS (Content Management system)
Software (classic or Cloud) that allows editing and modifying Websites (Wordpress, Drupal (PHP),
Sitecore (.Net), …).
Step 3
Co-creation, social, mobile, AJAX, CSS, RSS, tags, blogs, Wiki
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Web 2.0
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Dynamic pages, XML, Google, e-commerce, Ads, CMS, Flash, Firefox
Dynamic Web 1.5
Static HTML pages, (bad) JavaScript, Yahoo!, first browsers
Static Web 1.0
With web 2.0 we can create contents etc without control from the company
Companies are loosing control
Crowdsourcing = users create content (important)
Web 2.0.
Concept invented by Tim O’Reilly to define a “new” Web where users can interact and collaborate
with each other, provide (user-generated), … in contrast to Web 1.0 (passive viewing of content).
Examples : blogs, wikis, social networks, tags, …
Social Networks (social media)
Online platform which people use to build social networks or social relations with other people
who share similar personal or career interests, activities, backgrounds or real-life connections.
CSS (Cascading Style Sheet)
Style sheet language (text file) used for describing the look and formatting of a document written
in a markup language (HTML). Used today for responsive design. CSS 3 is one of the core standards
for modern Web Applications.
AJAX (Asynchronous Javascript and XML)
Web techniques used on the client-side. With Ajax, web applications can send data to, and
retrieve data from, a server asynchronously (in the background) without interfering with the behavior
of the page.
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2.2 The Web As It (Still) Is
Cloud, API, apps, Open/Big Data, Chrome, HTML5, Responsive Design, IOT
Web As a Platform
Co-creation, social, mobile, AJAX, CSS, RSS, tags, blogs, Wiki
Web 2.0
Dynamic pages, XML, Google, e-commerce, Ads, CMS, Flash, Firefox
Dynamic Web 1.5
Static HTML pages, (bad) JavaScript, Yahoo!, first browsers
Static Web 1.0
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HTML 5
Markup language used for structuring and presenting content on the Web. Fifth and current major
version of the HTML standard.
-
HTML5 includes detailed processing models to encourage more interoperable
implementations; it extends, improves and rationalizes the markup available for documents,
and introduces markup and application programming interfaces (APIs) for complex web
applications. HTML5 is also a candidate for cross-platform mobile applications, because it
includes features designed with low-powered devices in mind.
-
To natively include and handle multimedia and graphical content, the <video>, <audio> and
<canvas> elements were added, and support for scalable vector graphics (SVG) content and
MathML for mathematical formulas.
-
The APIs and Document Object Model (DOM) are now fundamental parts of the HTML5
specification and it also better defines the processing for any invalid documents.
Responsive Web Design
A way to develop Websites ready to provide an optimal viewing experience across a wide range of
devices (smartphones, tablets, laptops, TV, …).
Web App(lication)
Client–server computer program in which the client (including the user interface and client-side
logic) runs in a web/mobile browser.
Mobile App
Computer program designed to run on a mobile device such as a phone/tablet or watch. Mobile
applications often stand in contrast to desktop applications that run on desktop computers, and with
web applications which run in mobile web browsers rather than directly on the mobile device.
API (Application Programming Interface)
Interface (“channel”) that provides programmatic access to service functionality and data within an
application or a database. It can be used as a building block for the development of new interactions
with humans, other applications or smart devices. Companies use APIs to serve the needs of a digital
transformation or an ecosystem.
Web service
Software system designed to support interoperable machine-to-machine interaction over a
network.
JSON (JavaScript Object Notation)
Open standard format that uses human-readable text to transmit data objects consisting of
attribute/value pairs. Used to transmit data between a server and web application (alternative to
XML) and to build Web services and APIs.
JSON is a language-independent data format.
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REpresentational State Transfer (REST) or RESTful Web services
One way of providing interoperability between computer systems on the Internet. REST-compliant
Web services allow requesting systems to access and manipulate textual representations of Web
resources using a uniform and predefined set of stateless operations.
Analytics
Discovery and communication of meaningful patterns in data. Especially valuable in areas rich with
recorded information, analytics relies on the simultaneous application of statistics, computer
programming and operations research to quantify performance.
Analytics often favors data visualization to communicate insight.
Big Data
Collection of data sets so large and complex that it becomes difficult to process using on-hand
database management tools or traditional data processing applications.
The challenges include capture, curation, storage, search, sharing, transfer, analysis and
visualization.
Open Data
Concept that data owned by public services (essentially) should be freely available in a “machine
readable” format to everyone to (re)use and republish as they wish, without restrictions or
mechanisms of control. Highly promoted by UE.
2.3 UX Design
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Top 10 mistakes …
1. Selecting technology at start of project.
2. Fail to get baseline measure of current system.
3. Assuming that you know what users want.
4. Think design is only about adding features.
5. Forgetting that, all else equal, speed wins.
6. Failure to test system in actual context of use.
7. Failure to iterate UX.
8. Lacking an architecture of participation.
9. Ignoring the non-visual parts of the design.
10. Viewing political compromises as design.
Atomic design slide (25) à pas retenir
Atoms : UI elements that can’t be broken down any further and serve as the elemental building
blocks of an interface.
Molecules : Collections of atoms that form relatively simple UI components.
Organisms : Relatively complex components that form discrete sections of an interface.
Templates : Place components within a layout and demonstrate the design’s underlying content
structure.
Pages : Real content applied to templates and with articulated variations to demonstrate the final
UI and test the resilience of the design system.
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2.4 The Web As It (Will) (Should) Be
AI, Algorithms, (Ro)Bots, Blockchain, Smart Things, Hybrid Cloud,
industry 4.0, no sql, API, …
Global computing platform
2.5 From Web Sites to Web Apps to Progressive Web Apps
Progressive Web Apps. Why ?
For the past decade, the debate has raged as to whether the mobile web will dominate or
whether mobile apps will prevail.
The answer is that they are not mutually exclusive and many companies need both. It's a given
that businesses need to create responsive websites and, in most cases, responsive web apps.
Building mobile apps is another priority for the majority of companies, although the use case
should be more focused on user personas or segments.
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Native Apps / PWA / Responsive Websites
Natives Apps
Progressive Web Apps
Responsive Websites
Benefits
- Optimized UX.
- Interactions with all
smartphones functionalities.
- Accessibility offline (sometimes).
- Larger audience than a native
app.
- Larger audience than a native
app.
- Less expensive than a native app.
- Universal.
- Optimized UX.
- Less expensive than a native app.
- Interactions with all
smartphones functionalities.
- Accessibility offline.
- Progressive implementation and
development.
Limits
- Cost 3 to 10 times a website.
- Downloads processes.
- Not yet universal (browsers /
OS).
- Updates & compatibility of
updates.
- Requires Internet access.
- Interactions with limited
smartphone functionalities.
2.6 Agile
Agile methodology. Example : SCRUM
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Scrum
Framework for managing software development. It is designed for teams of three to nine
developers who break their work into actions that can be completed within fixed duration cycles
(called "sprints"), track progress and re-plan in daily 15-minute stand-up meetings, and collaborate to
deliver workable software every sprint.
Product backlog
Contains an ordered list of requirements that a scrum team maintains for a product. It consists of
features, bug fixes, non-functional requirements, … : whatever must be done to successfully deliver a
viable product. The product owner prioritizes those product backlog items (PBIs) based on
considerations such as risk, business value, dependencies, size, and date needed. Items added to a
backlog are commonly written in story format. The product backlog is what will be delivered, ordered
into the sequence in which it should be delivered.
Product owner : Represents the product's stakeholders and the voice of the customer; and is
accountable for ensuring that the team delivers value to the business. The product owner defines the
product in customer-centric terms (typically user stories), adds them to the product backlog, and
prioritizes them based on importance and dependencies. Scrum teams should have one product
owner. This role should not be combined with that of the scrum master. The product owner should
focus on the business side of product development and spend the majority of their time liaising with
stakeholders and should not dictate how the team reaches a technical solution.
Scrum master : The scrum master is not a traditional team lead or project manager but acts as a
buffer between the team and any distracting influences. The scrum master ensures that the Scrum
framework is followed. The scrum master helps to ensure the team follows the agreed processes in
the Scrum framework, often facilitates key sessions, and encourages the team to improve.
2.7 What’s special with Digital Commerce & Marketing ?
Retail e-commerce sales worldwide (billion US $)
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Digital Commerce & Marketing
1. Ubiquity
Internet and Web technologies are available everywhere (work, home, street, …) at anytime. The
marketplace is extended beyond traditional boundaries and is removed from a temporal and
geographic location. We are now inside a “marketspace”. Shopping and marketing can take place
anywhere. Customer convenience is enhanced, and shopping cost are reduced.
2. Global Reach
Commerce is enabled across cultural and national boundaries seamlessly and without modification.
The “marketspace” includes potentially billions of customers and millions of businesses worldwide.
Adapted from “E-commerce 2013” by Laudon & Traver (Pearson) 36
3. Universal standards
There is one set of technology (Internet/Web) standards that can be used as a common,
inexpensive and global technology foundation for digital marketing and business.
4. Richness
Video, audio, text, social, mobile, augmented reality, … technologies are now integrated into a
single but multichannel marketing message and consuming experience.
5. Interactivity
(Social) Technologies have made interaction more important than ever. Consumers are engaged in
a dialog that dynamically adjusts the experience to the individual, and makes the consumer a coparticipant in the marketing message and the business process.
E-business & Digital marketing (2)
Adapted from “E-commerce 2013” by Laudon & Traver (Pearson) 37
6. Information density
Information processing, storage and communication costs drop dramatically. Information becomes
plentiful, cheap and more accurate. Data enable companies to identify new trends “faster than real
time”.
7. Personalization
Algorithms and analytics tools connected to Big Data resources make possible a “one to one” and
“real time” communication. Customization is based on individual characteristics. With 3D printing,
consumers will create and produce their own products.
8. Desintermediation
Crowdsourced content and social networks have changed the game. Empowered by cloud
computing, data and mobile technologies, new disruptive models are emerging (sharing economy).
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E-Business (electronic business) : Any process that a business organization conducts over a
computer-mediated network. Business organizations include any for-profit, governmental, or
nonprofit entity. Their processes include production-, customer-, and internal- or managementfocused business processes.
E-commerce (electronic commerce) : The trading or facilitation of trading in products or
services using the Internet. E-commerce draws on technologies such as mobile commerce, electronic
funds transfer, supply chain management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems, and automated data collection
systems.
Digital business : The creation of new business designs by blurring the digital and physical worlds.
Digital commerce : The buying and selling of goods and services using the Internet, mobile
networks and commerce infrastructure. It includes the marketing activities that support these
transactions, including people, processes and technologies to execute the offering of development
content, analytics, promotion, pricing, customer acquisition and retention, and customer experience
at all touchpoints throughout the customer buying journey.
« Old e-commerce »
… 2C2C2B2C2B …
B2B2B auctelia.com
B2C meninokids.com
B2B2C fr.ardennes-etape.be
B2B etilux.be
Drop Shipping … E-Commerce Without Shop !
Drop Shipping enables a company to do online business without maintaining inventory, owning a
warehouse to store their products, or even having to ship their products to their customers
themselves.
How it works is that the retailer partners up with a dropship supplier that manufactures and/or
warehouses products, packages the products and ships them directly to the retailer’s customer, on
the retailer’s behalf :
-
The customer places an order for a product on the retailer’s online store.
The retailer automatically or manually forwards the order and customer details to the dropship
supplier.
The dropship supplier packages and ships the order directly to the customer in the retailer’s
name.
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Digital commerce project : sample KPIs
Step Objective
Acquire more
customers
Increase revenue per
customer
Goal
KPI
Target
Increase site traffic
Site traffic
Unique visitors
15% YOY increase
Increase customer conversion
Conversion rate 20%
YOY increase
Increase Average Order Value
(AOV)
AOV
More than $120
Reduce cart abandonment rate
Cart abandonment rate
Less than 70%
Increase customer activity
Increase customer
loyalty
Increase repeat purchases
Increase customer rating
Active-customer
percentage
(made purchase in the last
three months)
Repeat purchases per
customer
More than 30%
10% increase by June
16
Average rating
15% increase
2.8 Digital Marketing (Basics)
Digital Marketing : Achieving marketing objectives through applying digital technologies. More
and more, Digital Marketing and traditional marketing are converging into a global multichannel
approach.
Multichannel marketing : Customer communications and products distribution are supported
by a combination of digital and traditional channels at different points in the buying cycle.
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Owned Media : Different forms of online media controlled by a company including their website,
blogs, e-mail list, …
Shared Media : The presence of the company on the Social Platforms. Also a kind of “Owned
Media”, but with a high level of interactivity.
Earned Media : The audience is reached through editorial, comments and sharing online.
Paid Media : Also know as bought media. A direct payment occurs to a site/platform/network
owner when they serve an ad, a sponsorship or a pay for a click, lead or sale generated.
Inbound marketing : The consumer is proactive in actively seeking out information for their
needs and interactions with brands are attracted through content, search and social media marketing.
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2.9 Focus on SEM
Search Engine Marketing (SEM) : Promotion of websites by increasing their visibility in search
engine results pages (SERPs) through optimization and advertising. SEM may use Search Engine
Optimization (SEO) and Pay Per Click (PPC) / Search Engine Advertising (SEA). Refers sometimes to
SEA.
Search Engine Optimization (SEO) : All the techniques used to improve the ranking of a
website or a web page in search engines "natural" or "organic" search results. Position and frequency
in the search results pages influence deeply the number of visitors a site. In French, SEO =
“référencement (naturel)”.
Search Engine Advertising (SEA) : Essentially “AdWords” by Google. In French, SEA =
“référencement payant”. Refers sometimes to SEM, sometimes to PPC.
Don’t try to fool Google !
Avoid spamming on other sites or any other tricks, like “Black hat” positioning techniques
Natural // paid results
AdWords. Google decides which ads will appear above the natural results (SEA)
AdWords (SEA) displayed by Google following a “quality score”.
Local results are more and more important. Be sure to complet a Google Business Profile.
Google AdWords
Keyword research : The idea is to understand which terms to bid on and understand the cost per
click (CPC).
Targeting : The goal is to serve ads to the most relevant audience. You can target by behaviour,
location, device type and more.
Brand : Campaigns based on the name of a brand make sense. Keywords related to a brand are
also a good strategy. For example, “hybrid cars” is closely associated to the brand “Toyota”.
Landing pages : Optimise ads for quality score by linking them to relevant landing pages. If an ad
points to a page that Google doesn’t think is actually related to the subject of the advertising, this ad
won’t get served up.
(Google) AdWords : Online advertising service that places advertising copy above or beside the
list of search results Google displays for a particular search query (or it displays it on their partner
websites). The choice and placement of the ads is based in part on a proprietary determination of the
relevance of the search query to the advertising copy. AdWords is Google's main source of revenue.
Display (or content) network : Sponsored links are displayed by search engine on thirdparty
sites such as online publishers, socials networks, … Ads can be paid on a CPC, CPM or CPA basis :
There are also options for graphical or video ads.
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Cookie : Small piece of data sent from a website and stored in a user's web browser while the
user is browsing that website. Every time the user loads the website, the browser sends the cookie
back to the server to notify the website of the user's previous activity. Cookies were designed to be a
reliable mechanism for websites to remember stateful information (items in a shopping cart,
preferences, …) or to record the user's browsing activity (clicking particular buttons, logging in, which
pages were visited by the user as far back as months or years ago).
Retargeting : Targeting an audience audience based on the previous searches or visits they
conduct on websites. Ads are the shown to the users on an affiliate content network. Ads through a
display network. Retargeting.
2.10 Permission Marketing
Permission marketing.
Marketing strategy in which companies obtain permission from customers before sending them information or promotional messages.
Europe E-mail marketing law
Applies to consumer marketing using e-mail or SMS text messages. Individual subscribers
(consumers), but B2B marketers should follow the same rules.
Opt-in regime. The idea is to reduce SPAM. The recipient must have previously notified the sender
that he consents or has proactively agreed to receiving commercial e-mail. Opt-in can be achieved
online or offline.
Requires an opt-out option in all communications. An opt-out method or method of
unsubscribing is required so that the recipient does not receive future communications.
Does not apply to existing customers when marketing similar products. Opt-in is not required if
the contact details were obtained during the course of the sale or negotiations for the sale of a
product or service. This is sometimes known as “soft (or implied) opt-in”.
Contact details must be provided. It is not sufficient to send an e-mail with a simple signoff from
“the marketing team” with no further contact details. The law requires a name, address or phone
number.
Clear “from” identification of the sender. The identity of the person who sends the
communications must be clear. A valid address to send a request should be provided.
Applies to direct marketing communications. The communications that the legislation refers to
are for “direct marketing”. So, other communications (customer service, …) are not covered. But it is
always a good practice to be as cautious as possible.
Restricts the use of cookies. Some privacy campaigners consider that the user’s privacy is invaded
by planting cookies or electronic tags on the user’s computer.
Europe is not the world … Check on www.spamlaws.com !
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2.11 GDPR
Opt-in : A customer proactively agrees to receive further marketing information from a company.
Opt-out : A customer declines the offer to receive further marketing information from a company.
Outbound e-mail marketing : E-mails are sent to customers and prospects from a company or
organisation.
Inbound e-mail marketing : Management of e-mails from customers by an organisation or
company.
Customers Value Privacy.
They Will Stop Doing Business With an Organization If It Fails to Protect.
2.12 Commerce that comes to you !
Multi-Channel …
Clients use one the channels featured by a company to purchase a product (in-store, mobile
devices, computers, …).
Those channels are not “really” connected to one another. They still act as separate entities inside
the company, related to different departments with no real or global integrated sharing strategy
(data, orders, …).
Example : if a client places an order online and then goes to the brand’s store, sales people won’t
have immediate access to his purchase history.
Channels may even be in competition with one another, consumers having to choose one channel
and stick to it.
… Cross-Channel …
Clients can use several channels for the same order. The idea is to mix the channels featured by
the company to propose a smoother experience to the customer.
Examples :
- “Click & collect” allows clients to order online and get the product in-store,
- a client tries some clothes in a shop, likes it but isn’t 100% sure. He thinks about it later at home
and eventually order those clothes online,
- a consumer receives a coupon via a newsletter. He goes to the store to see the product but
order it online to take advantage of this voucher.
Channels are not in competition anymore, they actually become complementary.
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… Omni-Channel …
Cross-channel with seamless simultaneity and integration. Consumers want more and more to use
two (or more) channels at the same time : a phone in-store, a tablet when watching TV, (second
screen), etc. One channel serves another.
Examples :
-
comparing prices or reading reviews on a smartphone in a store, before purchasing a product.
Real time analytics of the searches made by the customer can lead to a specific action by the
bran inside the store,
a client goes to a book store with a specific need, can’t find it so ask a sales person who will
check on one of the shop’s computer. So the book isn’t available in store anymore but the
sales person says he can order it online, right now, for the client. The client gives his
credentials, confirm his address, pays and will receive the book at home.
-
Omni-channel strategies allow customers to access real-time information, wherever and whenever
they want, no matter the channel used. On the other hand, it empowers brands to break the gap
between online and offline.
… and “phygital”
Applying the assets of the digital world to physical locations.
The idea is to combine the pleasant and reassuring characteristics of a physical contact point, the
possibility of "theatricalization" or experiential immersion of a physical place with the informational,
commercial and interactive richness of the digital world.
Phygital is not a simple transposition of an e-commerce site into a physical place or shop. A
successful experience is above all human-centered.
In store
-
Competitor store
At home
On the go
Bar/QR code
scanning
-
Coupons
-
Coupons
-
Spontaneous need
-
Availability
-
How-to videos
-
Availability
-
Coupons
-
Nearest store
-
In-store inventory
-
Local Search
-
Reviews
-
Pricing
-
Research tools
-
Store location
-
In store Navigation
-
Promotions
-
Shopping list build
-
Store hours
-
Shopping List
-
…
-
Store hours
-
…
-
Beacons
-
Store location
-
Loyalty
-
…
-
Promotions
-
…
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From e-commerce to digital commerce
A global experience allowing channels and devices to work in a seamless orchestration of the
customer journey.
Digital commerce // connected commerce.
Multiple touchpoints increase user engagement and improve effectiveness of digital business.
It is not just smartphones and tablets. A Web-centric approach, using a hybrid model will provide
the broadest support for today and agility for tomorrow.
It’s also the new global technology context for marketing.
Digital Commerce.
Commerce will be a global experience combining multiple devices and networks in a seamless integration of digital and physical worlds
Customers Are Living 24 hours in the Digital Mesh
-
Planning The Big Day
Planning The Big Trip
Planning and Managing What to Wear
Help Me with My Deal
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Digital commerce is …
… getting conversational. The use of natural language in product search and service interactions
makes customer experience more intuitive and compelling.
… getting more visual. People can find similar products using visual search. They can buy directly
from streaming video with identifiable goods or from social media images using buy buttons, or view
customizable products in 2D/3D using configurators.
… getting more intelligent. AI enables digital commerce to respond quickly to changes in customer
behavior and market conditions with higher accuracy and relevance, especially when combined with
traditional technologies. Digital commerce is becoming a starting point for digital business
… becoming a starting point for digital business. Besides selling primary products and services,
organizations are tapping into new business models such as thing commerce and enterprise
marketplaces for new sources of revenue.
Customers Will Use Multimodal User Interfaces
Google home products, “ok google”, Siri, …
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Real-Time, Always-On Continuous Intelligence
Intelligence will be better, personas will be more intelligent and correspond perfectly to customers
2.13 Technologies behind commerce that comes to you
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API-based (or "headless") digital commerce is the provision of digital commerce functionality via
APIs to integrate commerce capabilities within any digital context where commerce is required.
Such platforms decouple the business logic, transactional and data aspects of commerce from the
presentation. API-based digital commerce is increasingly delivered by a componentized or
microservices architecture, which enables DevOps with higher quality and short time to market.
Ex : Amazon qui fait des magasins sans caissier, faut juste passer entre des bornes avec ses achats
et c’est débité tout seul
Artificial Intelligence (AI) AI comprises a group of technologies that can learn from data and make
conclusions without being explicitly programmed.
The technologies include machine learning (ML), natural-language processing (NLP), deep learning
(DL) and expert systems (software that is programmed to provide advice).
Data and analytics (product recommendation, personalization for keyword search, UI optimization,
fraud detection, price optimization, demand forecast,…). Natural language interactions (chatbots,
VPA,
…). Visual recognition (image categorization, shoppable video, …).
Walmart qui travaille avec google pour pouvoir ajouter ses achats au panier de chez Walmart
Personalization engines attempt to identify the optimum experience for a customer in real time.
These engines use insight based on the customer's personal data, interaction and purchase history, as
well as behavioral data about the actions of similar customers, to deliver an experience to meet
specific needs and preferences of the customer.
Personalization is a journey. It often starts with rudimentary segmentation and a shift from
experiences of "one to all" to experiences of "one to many”. Solutions also get more sophisticated by
including advanced analytics and AI to increase the granularity in analysis and outcomes.
Visual configuration provides visualizations of configurable and customizable products to present
an accurate depiction of the product.
A visual product configurator shows the specific options and features selected by the customer.
Although product configurators have been available for years in the B2B world, B2C configurators
are less standard and often use a different technology approach from B2B configurators. But they are
becoming more common as organizations strive to differentiate their product offerings while
delivering a visually rich brand experience.
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Subscription management enables the sale of physical products, digital products and services on a
recurring and automatically renewing basis. Subscription management solutions enable a company:
-
to build and model a subscription service,
to present subscription alternatives to the customer,
to manage the customer's order,
to integrate that order or entitlement with different services (ERP, order management, …),
to manage directly, or integrate with, the financial management and billing systems.
Thing commerce refers to services in which smart things make purchases on behalf of human
customers by directly taking requests from the customers or inferring demand based on rules,
context and customer preferences.
A smart thing is a connected device that may have embedded sensors and/or a human interface,
and that can communicate with cloud services to take actions. The primary purpose of thing
commerce is to reduce customer effort and friction in purchases.
Thing commerce will change the way digital commerce is done by gradually shifting decision
making from customers to things.
The enterprise marketplace is a business model in which a single company or entity creates a
marketplace to connect existing and new customers with product and service providers, technology
providers, suppliers and channel partners.
The enterprise marketplace is an emerging model for digital commerce sites, as organizations shift
from only first-party products (owned or sourced by the selling entity) to third-party products, which
are owned, priced and delivered by someone other than the site owner.
Conversational commerce uses chat, messaging platforms and other naturallanguage interfaces
(such as voice) to interact with brands, services and bots, thereby enabling transactions via the user's
platform of choice.
Chatbots, virtual personal assistants (VPAs) and virtual customer assistants (VCAs) are becoming
mainstream and development is accelerating.
These advances offer businesses new ways to interact with both existing and new sets of
customers, while also offering a new sales channel.
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Immersive commerce uses Augmented Reality (AR), Virtual Reality (VR) and 360- degree video to
create an interactive product experience.
VR creates a deeply immersive experience by providing a 3D environment that responds to a
user's actions in a natural way. It typically requires a head-mounted device (HMD).
AR overlays interactive virtual objects on top of real-world footage and typically can be delivered
using a mobile device.
IKEA qui s’allie avec la réalité virtuelle pour voir son salon et changer ses meubles etc et avoir une
vision immersive
Unified commerce is the practice of providing flexibility, continuity and consistency across digital
and physical channels to deliver a superior customer experience.
The channels that a customer uses in this journey may include mobile devices, sensors, web,
social, wearables, virtual
2.14 Digital Business Platform
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Digital Experience Platform (DXP)
A digital experience platform (DXP) is an integrated set of core technologies that support the
composition, management, delivery and optimization of contextualized digital experiences. DXPs
entail a high degree of emphasis on interoperability and cross-channel continuity across the entire
customer journey.
Case study : 2019-2020 HEC DB Commerce That Comes To You
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3.Module 3 : Mobile & Internet of Things
Share of Total Digital Minutes by Platform
Smartphone is now the dominant platform in terms of total minutes across every market.
Share of Total Mobile Minutes by Browser / App
When considering mobile (smartphone and tablet) minutes in isolation, they are overwhelmingly
dominated by app consumption (over 80% of all mobile time in the markets considered)
3.1 Smartphones
Share of Total Digital Minutes by Platform (US)
Smartphone is the primary platform in all markets. Even in mature markets such as the US, this
platform continues to squeeze share away from desktop and tablet.
The situation
- Emergence of the smartphone has provided hypermobility to increase productivity and allowed
employees to work anywhere, at any time, transforming digital workplaces and the supporting IT
infrastructures.
- Adoption of smartphones has significantly disrupted other devices, broken the dominance of
communications service providers (CSPs) and triggered a fundamental change in digital content
distribution.
- Smartphones will revolutionize after 2023 due to enriching usage scenarios and empowered
services led by 5G, artificial intelligence (AI) and augmented reality (AR)- based applications.
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3.2 Smartphones
Mobile ?
It’s not only about smartphones
Mobile & Education
Shupavu291 service is a Short Messaging Service(SMS) study tool which enables Primary and
Secondary students to access Kenya National Curriculum aligned lessons, assessments, ASK A Teacher
and Wikipedia. Teachers can access teacher development courses and Parents can access a basic
business course..
Mobile & Energy
The M-Kopa solar kit, allowing 12 million customers to access the electricity resource and its
financing, has been made possible by the mobile phone with 3 million microtransactions since 2012.
Mobile Payment
Paying for a taxi ride using your mobile phone is easier in Nairobi than it is in New York, thanks to
Kenya’s world-leading mobile-money system, M-PESA. Launched in 2007 by Safaricom, the country’s
largest mobilenetwork operator, it is now used by more than two-thirds of the adult population.
3.3 Mobile Disruption & Technologies
The 6 8 M’s
1. Movement. Escaping the fixed place. Always carried. Interface to the “smart world”.
2. Moment. Expanding the concept of time. Permanently connected. Captures social context of
consumption.
3. Me. Expressing oneself and personalizing the phone. Available at creative impulse. Main
channel for AR/VR.
4. Message. Messaging is the first mobile activity. It redefines the way brands communicate with
their consumers.
5. Multiuser. Extending one's self to one's community. First personal mass medium. Has most
accurate audience info.
6. Multimedia. Movies, videos, music, pictures, games, …
7. Money. Expending financial resources. Built-in payment channel. The new wallet.
8. Machine. IoT. Wearables. Empowering devices, gadgets and automation. The smartphone is
the main remote control for the IoT … but VPAs are coming.
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3.4 Apps
Native App or Web App
Native Apps : Standalone softwares downloaded and installed on the smartphone. They are
available on “app stores” (Google Play, Windows Store, App Store, …). Developed for a single platform
in a native programming language (Objective C for Apple iOS, Java for Android or C# for Windows
Phone) : An app developed for a smartphone needs to be adapted for a tablet …
Web Apps : In fact … Websites optimized for mobile, used through a mobile Web browser. They
are developed using web standards (HTML5, JavaScript, CSS). One version will (normally) work across
multiple platforms.
Web App (Mobile Web site) ?
- Ideal to receive a visit form "on the go" users (search).
- Provide first true mobile experience.
- Always updated and no validation platform.
- Technologies are there (including HTML5).
- Dominant model in the future ("always on")?
- Less "woaw effect" than an App.
- Disparity of terminals ... global validation impossible.
Application ?
- Stronger relationship with the user.
- Maximum use of the device’s features (GPS, gyroscope, etc.).
- Validation platform (especially Apple). Optimized. Automatic uptades.
- Usage rate?
- Obligation to work with 2 main platforms. Disparity of Android.
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Progressives Web App (PWA).
Web applications that are regular web pages or websites, but can appear to the user like traditional applications or na
features offered by most modern browsers with the benefits of mobile experience.
3.5 (QR) Codes
1. A QR code (or 2D code or matrix code) is a two-dimensional bar code that takes the form of a
symbol composed of squares. It's a graphic representation of data.
2. The content of a QR code can be decoded using a smartphone and a dedicated application. It
can also be read via a webcam and a specific application.
3. A QR code can be printed, published, projected … so it can appears on any physical surface
(including a monitor) and its size can be from 1,7 cm by 1,7 cm up to several meters square.
-
Provide added-value with content that converts.
-
Offer optimal mobile-optimized experience after the scan.
-
Include call-to-action and instructions for higher engagement.
-
Create smart campaign with design, targeted and dynamic QR codes.
-
Test all your QR codes on multiple devices and readers.
-
Track, measure and optimize your campaigns in real time.
Quick Response (QR) code.
Type of matrix barcode first designed for the automotive industry in Japan. A barcode is a machinereadable optical label that contains information about the item to which it is attached. Applications
include product tracking, item identification, time tracking, document management, and general
marketing.
Near Field Communication (NFC).
Enables data exchange through wireless connections between two devices in close proximity to
each other. Use of NFC enabled smartphones can facilitate contactless payments.
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3.6 5G
5G or “fifth generation network connectivity”.
The next wireless technology being developed by mobile network operators, expected to launch
in 2020.
From 3 & 4G’s to 5G
The 3G and 4G networks focused on connectivity via personal devices. 5G will integrate with
infrastructure, buildings, appliances, vehicles and products to deliver unprecedented benefits for
citizens across transport, healthcare, energy, commerce and leisure.
5G networks are expected to deliver a latency (a measure of the delay in end-to-end transmission)
as low as 1 millisecond. A drastic reduction compared to 4G networks at 40-60 milliseconds.
The high bandwidth and speed of 5G will support services such as ultra-high definition video
streaming, large file downloads and virtual reality applications. Peak data rates are estimated at
10Gbps, allowing people to easily stream 4K and 8K videos on smartphones.
5G benefits
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Analyze of the 8 M’s
1. MOVEMENT. ESCAPING THE FIXED PLACE. ALWAYS CARRIED. INTERFACE TO THE “SMART WORLD”.
Tech > Location Based Technologies
London’s Regent Street, home to more than 120 international brands and restaurants, has seen an increase
in consumer engagement and in-store purchases after its adoption of a dedicated beacon-enabled mobile
shopping app. The participating storefronts have seen offer redemptions via the mobile app increase tenfold
and an engagement rate of 35% on offers pinged to nearby shopper. The Regent Street app essentially assists
consumers in the planning of shopping
excursions. To do so, the app relies on beacons
to send alerts to consumers from boutiques
and restaurants as they pass by. The app also
aggregates exclusive and personalized content
for shoppers based on user-generated profiles
which are tailored by individual consumers’
preferences and likes.
Beacon : Trademark for an indoor positioning system (Apple). The technology enables a smart
phone or other device to perform actions when in close proximity to an iBeacon.
With the help of an iBeacon, a smartphone's software can approximately find its relative location
to an iBeacon in a store.
Geofencing : Creating a virtual boundary in which a device, individual or asset can be tracked and
monitored or detected if the boundary is violated. Examples are the tracking of pets, children and
Alzheimer’s patients, criminals sentenced to home detention, trucks and high-value cargos.
2. MOMENT. EXPANDING THE CONCEPT OF TIME. PERMANENTLY CONNECTED. CAPTURES SOCIAL CONTEXT OF
CONSUMPTION.
Mobile Customer Lifecycle
-
Timing
Deliver messages at moments when the user is currently interacting with your brand, whether
that’s in a mobile browser or native app.
-
Behavior
Present content and messaging dynamically, based on actions that users have completed or are
actively engaged in on their device.
-
Proximity and Location
With data on user activity and technologies like GPS, iBeacon, and geofencing, you can gain insights
into a user’s real world location and deliver a relevant message or offer in response.
-
Stage/Sequence
Depending on specific actions the user has taken, you can deliver messages directly to the device
to accelerate conversion or drive a specific behavior.
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3. ME. QUANTIFIED SELF. EXPRESSING ONESELF AND PERSONALIZING THE PHONE. AVAILABLE AT CREATIVE IMPULSE.
MAIN CHANNEL FOR AR/VR.
“Digital Me” sitting on the device
On-device computing AI capabilities on smartphones will continue to evolve, and a more
intelligent digital persona will sit on the device :
- Security technology that combines machine learning, biometrics and user behavior will
improve the ease of use, self-service and frictionless authentications. This will allow smartphones
to be more trusted than other credentials, such as credit cards, passports, IDs or keys.
- AI capabilities, including natural-language processing and machine perception (reading all
sensors), will allow smartphones to learn, plan and solve problems for users.
This is not just about making the smartphone smarter, but augmenting users by reducing their
cognitive load and enabling a "digital me" that sits on the device.
“Digital Me” examples
- Border controls will read smartphones, not passports. Smartphones will be more trusted than
passports, and they can record users' travel history.
- Digital credit cards will be issued/stored on smartphones directly. Purchases will be initiated by
the smartphone on behalf of the user for a set/limited amount of money.
- Food delivery service will be based on the inventory of a user's refrigerator or an event on the
smartphone calendar.
- Execute tasks automatically in a connected home. For example, program a vacuum bot to clean
when the house is empty, adjust the temperature or turn on the rice cooker 20 minutes before
arriving home.
Tech > Augmented / Virtual Reality & Immersive Tech
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AR/VR
- Retailers can run AR on a smartphone to photograph and capture the current status of store
aisles, including quantity and location of products. AR can be utilized to improve product placement
and inventory control.
- Furniture retailers can provide customers with an AR app that allows them to place a virtual item
anywhere in their house using their smartphone cameras. A "buy now" feature can be implemented
into the app as well.
- Beauty apps can be used as personal beauty consultants that allow consumers to virtually try
products, analyze their own skin and schedule on-demand beauty services.
- Apps help to collect user data and detect illnesses such as skin cancer or pancreatic cancer.
Tech > Mobile Analytics, Metric and Monitoring
Tech > Security. Fast Changing Threats and Responses
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4. MESSAGE. MESSAGING IS THE FIRST MOBILE ACTIVITY. IT REDEFINES THE WAY BRANDS COMMUNICATE WITH THEIR
CONSUMERS.
Mobile users rarely have more than 25 mobile applications on their smartphones.
Mobile users use only 5 applications on a daily basis.
80% of the time spent by mobile users is on one or more of these 5 applications.
90% of downloaded applications are uninstalled after 3 months.
The post-App era begins
New experiences and tools
→
VPAs, bots and AI enable new types of interactions and
experiences.
New platforms
→
Social networks and new technologies become
platforms and apps move to the cloud.
New devices
→
Wearables Appliances in the smart home and office,
cars.
Cases where apps don't work
→
Problems of scale for the IoT, physical Web one-off
interactions, event driven fragments.
Vanishing app
→
Apps that disappear behind the scene.
2014
2020
Tech > Advanced Mobile UX Designs
KLM uses Facebook Messenger as social and communication platform for boarding procedures
and services for the customers.
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5. MULTIUSER. EXTENDING ONE'S SELF TO ONE'S COMMUNITY. FIRST PERSONAL MASS MEDIUM. HAS MOST
ACCURATE AUDIENCE INFO.
We Chat
WeChat (Tencent) celebrated it’s seventh birthday this year.
Initially a messaging app, it has evolved into a lifestyle platform which
boasts over 1150 million monthly active users. The WeChat
Ecosystem is the app’s evergrowing monopoly of services which we in
the West take for granted as separate : Facebook, WhatsApp,
Messenger, Venmo, Grubhub, Amazon, Uber, Apple Pay
6. MULTIMEDIA. MOVIES, VIDEOS, MUSIC, PICTURES, GAMES, …
Mobile disrupted Multimedia
- App stores on smartphones have created a channel that completely changed the way digital
content (game, video and music) is distributed.
-
Mobile game revenue passed the combination of console and PC games for first time in 2016.
- Thanks to smartphones, Netflix has disrupted the traditional TV/movie ecosystem. Within the
next three to five years, it could become the second-biggest media company by revenue, after only
Disney.
- Moreover, instead of "owning" music, such as CDs or MP3, people are now adopting "leasing"
services from streaming providers such as Spotify.
Tech > New Networking Standards
Mobile health
At least 280 million people worldwide are visually impaired, 39 million of these people are blind
and yet 80% of blindness is avoidable. Peek is a smartphone based portable eye examination kit for
comprehensive eye examinations in even the remotest of settings. Testing and validation is ongoing in
Kenya, Mali, Tanzania, India and Scotland..
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7. MONEY. EXPENDING FINANCIAL RESOURCES. BUILT-IN PAYMENT CHANNEL. THE NEW WALLET.
Mobile Payments Trends
1. Mobile Point of Sale. Payment Processing Credit card machine on a tableWith mobile swipe
readers at farmer’s markets and coffee shops, mobile point of sale (mPOS) is growing increasingly
popular. Meeting customers where they are, businesses can use mPOS to check out a customer in a
decentralized manner – at their table or in the dressing room.
2. Mobile Wallets. Offering convenience, speed, and security, mobile wallets are one of the
fastest growing trends in the technology of mobile payments. Accounting for $75 billion in 2016,
mobile payments are predicted to hit $500 billion in 2020, making for an annual growth rate of 80%
over a five year period.
3. Touchless Transactions. Contactless payment liberates consumers from cards and the
associated technology limitations of swiping and inserting. With Apple, Google, and Samsung providing
avenues of touchless payments, consumers are embracing the convenience, as well as the security, of
NFC (near field communication).
4. Social Media Commerce. 5G Mobile Payment ProcessingRather than redirecting a potential
customer to a separate site, social media apps like Facebook allow buyers to click “shop now” and
make purchases within the same app. Mobile payment processing technology integration with social
media requires a flexible and dynamic processor to provide this convenience. Autofill coupled with
chatbot checkout expedite the mobile commerce transaction, allowing shoppers to shop where they’re
already looking.
5. Biometric Authentication. Mobile devices are using biometrics, including facial recognition,
fingerprints, and retinal/iris scan, to authenticate a transaction, as well as to confirm identification.
Combating fraud and identity theft, biometric authentication will grow to be a more reliable method
for merchants to verify identity.
6. Artificial Intelligence. Amazon’s Alexa is the trailblazer for the future of voice-activated orders
and payments for merchandise. Accommodating AI on their sites, merchants can leverage AI not only
to sell merchandise but to also detect fraud.
8. MACHINE. WEARABLES. EMPOWERING DEVICES, GADGETS AND AUTOMATION. THE SMARTPHONE IS THE MAIN
REMOTE CONTROL FOR THE IOT … BUT VPAS ARE COMING.
Tech > Wearable Devices
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Wearables : much more than smartwatches
Jewelry / Accessories
-
Watches
Belts
Pendants
Tags / Trackers
Smart wig
Audio and video
- Headsets
- Glasses
- Contact lenses
Carryable or pocketable
-
Quantified self
- Fitness bands
- Biosensors
- Subcutaneous
sensors
Bags
Tags
E-cigarettes
Selfie drones
Feet
Medical and safety
Hands
- Audio and visual
aids
- Cycle helmet
- Medical sensors
- Smart prosthetics
- Sensor gloves
- Rings
- Finger sensors
- Fingernail
displays
- Smart fingernails
Clothing
-
Fashion
Sports and fitness
Safety clothing
Sartorial robotics
- Shoes
- Insoles
Pets
-
Pet fitness
Tracking
Pet toys
Remote control
3.7 IoT
Tech > Mobile in the
Intersection of IoT
IoT Comes in Many Forms
Vertical Markets and IoT
-
Industrial and Manufacturing
Retail and Entertainment
Healthcare and Medical
Telecommunications
Home Automation/Consumer
-
Connected Home
Wearables
Fitness Trackers
Connected Vehicles
Building Automation
-
Smart Energy
Smart Building
Smart Parking
Digital Workplace
M2M
-
Connected Vehicles
Remote Sensing
Fleet Management
Supply Chain
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… Which Generate a Range of New Data-Related Challenges …
-
Scale
Distribution
Format
Semantics
-
Pace
Integration Complexity
Governance
Ownership
… and Therefore, IoT Demands Different Data and Analytics Capabilities
Important to understand internet of things
Where IoT can deliver value
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Key elements for enterprise IoT journey
Social, Legal and Ethical IoT
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4.Data & AI
4.1 Data
Analytics to boost conversion rate
The behavior of the consumers is a business opportunity. Web Analytics can be used to optimize a
website, analyzing and decoding the data traffic. That’s how Lacoste improved the user’s experience
on its Website, with 24.000 additional commands over a year.
4.2 (Big) Data
Big Data
Collection of data sets so large and complex that it becomes difficult to process using onhand
database management tools or traditional data processing applications. The challenges include
capture, curation, storage, search, sharing, transfer, analysis and visualization.
Analytics
Discovery and communication of meaningful patterns in data. Especially valuable in areas rich with
recorded information, analytics relies on the simultaneous application of statistics, computer
programming and operations research to quantify performance.
Analytics often favors data visualization to communicate insight.
- https://youtu.be/h_xINowGU14
Why You Should Care About Big Data?
Data security is as crucial as data maximisation, says Head of Data Policy at Center for the
Fourth Industrial Revolution Anne Toth at World Economic Forum, 2018.
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Volumes : program like Excel can’t manage a lot of data
Velocity : 20 years ago, it was easy to manage data bcs everybody go to the bank agency. Now
there are application, virement par ordinateur etc. Faster than real time
Variety : before it was only excel sheet with columns and lines. Now there are videos, etc
Veracity : what is true and not ?
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Big data
High-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of inform
… but also 2 other “V”
Value
Data in itself is not valuable at all. The value is in the analyses done on that data and how the data
is turned into information and eventually turning it into knowledge.
The value is in how companies will use that data and turn their organization into an “information
centric” company that relies on analytics and algorithms for their decision-making and business
transformation.
Visualization
Another challenge is to make a vast amount of data comprehensible in a manner that is easy to
understand and read.
With the right analyses and visualizations, raw data can be put to use otherwise raw data remains
essentially useless. Visualizations do not mean ordinary graphs or pie charts. They mean complex and
dynamic graphs that can include many variables of data while still remaining understandable and
readable.
“Classic” challenges of Big Data
-
Making information more transparent. In the public sector in particular, making data more
accessible will significantly reduce searching and processing time.
-
Segmenting target audiences to customize the offer. Data volumes allow more segmentation
and tailored services matching the most specific needs of customers.
-
Better decision making with algorithms. Significantly improve decision making. Minimize risktaking. Identify information with high added value.
-
New business models. Using data from crowdsourcing to improve product development and
to create innovative services.
4.3 (Open) Data
Open Data
Institutions, local actors and governments have considerable amounts of data, but do not
necessarily use them.
Open Data = make them available in public data clouds.
The idea is to allow other public or private players to build services and applications based on
these data, following specific licenses.
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- https://www.youtube.com/watch?v=c42QNa-rccw
Data is everywhere, but what is open data?
How can people and society benefit from it? This video gives you a quick and easy explanation of
its definition and uses. Read more about open data here: https://en.wikipedia.org/wiki/Open_data
NextRide.be
NextRide is the free companion of public transports for TEC and STIB/MIVB on iPhone, Android,
Windows Phone & the web.
Ca a été une guerre pour NextRide pour avoir les infos du tec
Public data = Open Data ?
urope highly promotes Open Data, making it the default model for public services through the PSI (Public Services Information) directiv
Digital Government Maturity Model
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Public services uberization ? 5 governance deficits
https://www.youtube.com/watch?v=cjf64XrNIoM
Life is ON: OpenDataSoft & Schneider Electric
With an EcoStruxure platform tailored specifically for OpenDataSoft their technology is able to
integrate with customers to quickly build a real time traffic camera service.
4.4 Data (Analytics)
Data are nothing …
… if they are not activated by algorithms !
Data : 4 types of analytics capabilities
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1) am I able, do I have the data to describe the environment (ajd certaines companies ne sont
pas
capable d’avoir une vue gloable de leur enterprise)
2) etre capable de faire un diagnotisque. Suis-je capable de trouver pq une chose ne va pas ?
3) sais je prévoir ce qui va se passer ?
-
https://youtu.be/j88yrcW5NPM
How to use Big Data in Healthcare?
A major trend will influence the way healthcare will be delivered around the world in the coming
years: Big Data. This video points out the opportunities in making the data usable which could
transform approaches in healthcare that have long defined the industry.
4.5 AI
Artificial Intelligence (AI) applies advanced analysis and logic-based techniques including
machine learning to interpret events, support and automate decisions, and to take actions.
-
Emulates human performance, typically by learning.
Comes to its own conclusions.
Understands complex content.
Engages in natural dialogs with people.
Enhances human cognitive performance.
Replaces people in execution of nonroutine tasks.
AI by sector
-
Retail. Artificial Intelligence in retail has redefined customer segmentation, marketing and
customer experience.
-
Automotive. This sector has seen a tremendous shift to artificial intelligence through
autonomous cars.
-
Logistics. Disruptive models powered by AI are eliminating the need for traditional Driver and
Package Handler jobs.
-
Healthcare. Artificial Intelligence has led to development of health management functions like
lifestyle management, drug discovery, hospital management, …
-
Medical. Applications of Artificial Intelligence finds their way in diagnosing Cancer. Deep
Learning drops error rate for breast cancer diagnoses by 85%.
-
Energy. Companies are leveraging machine learning and AI technologies to increase
production and to optimize costs.
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Artificial Intelligence ?
The ability of a machine to perform cognitive functions we associate with human minds. Such as
perceiving, reasoning, learning, interacting with the environment, problem solving, and even
exercising creativity.
Examples of technologies that enable AI to solve business problems :
-
robotics and autonomous vehicles,
computer vision,
language,
virtual agents,
machine learning.
Machine Learning
Most recent advances in AI have been achieved by applying machine learning to very large data
sets.
-
Machine-learning algorithms detect patterns and learn how to make predictions and
recommendations by processing data and experiences, rather than by receiving explicit
programming instruction.
-
The algorithms also adapt in response to new data and experiences to improve efficacy over
time.
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Machine learning provides predictions and prescriptions
- https://youtu.be/TK-2189UcKk
How to Prepare Data for Machine Learning and A.I.?
This video explains how to Prepare data for Machine Learning and AI. Artificial Intelligence is only
powerful as the quality of the data collection, so it's important to prepare data for
Machine learning correctly to ensure no data bias in the prediction models.
4.6 Cloud Computing
Cloud computing
-
Cloud computing changes the way we think about technology. Cloud is a computing model
providing web-based software, middleware and computing resources on demand.
-
By deploying technology as a service, you give users access only to the resources they need for
a particular task. This prevents you from paying for idle computing resources. Cloud
computing can also go beyond cost savings by allowing your users to access the latest software
and infrastructure offerings to foster business innovation.
-
“Pay as you go” model.
Cloud Computing
A style of computing in which scalable and elastic IT-enabled capabilities are delivered as a
service using internet technologies. Cloud Computing uses remote servers to store, process and
manage data. This allows users to store information offsite, providing a backup in the event of lost
data. Remote servers also allow users to access their data from any location. These cloud servers
are among the most secure and have a number of buit-in redundancies to ensure data is always
available.
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XaaS
-
IaaS : Infrastructure as a Service.
PaaS : Platform as a Service.
SaaS : Software as a Service.
BPaaS : Business Process as a Service.
Public and/or hybrid and/or private clouds.
Cloud Computing Overview
Classic Cloud Computing benefits
-
Increase business and operational agility.
Enhance operational service levels.
Broker and orchestrate IT services across providers.
Enforce standards and policies.
Optimize SLAs (Service Level Agreement) and costs.
Offload or delegate responsibilities.
Govern access and budgets.
Reduce lock-in.
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Distinctions between cloud deployment models and service types are
blurring
For big data you need big computer to manage the data : possible via cloud
Cloud is everywhere
Multicloud Computing
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- https://www.youtube.com/watch?v=1vFdnhsI1Nk
What is Edge Computing?
Cloud computing has revolutionised how people store and use their data. However, there are
some areas where Cloud is limited. Latency, bandwidth, security, and a lack of offline access can be
problematic. To solve this problem, users need robust, secure and intelligent on-premise
infrastructure for edge computing. When data is physically located closer to the users who connect to
it, information can be shared quickly, securely, and without latency. In financial services, gaming,
healthcare and retail, low levels of latency are vital for a great customer digital experience. To
improve reliability and faster response times, combine cloud with edge infrastructure from APC by
Schneider Electric.
Edge Computing
Edge computing represents an emerging topology-based computing model that enables and
optimizes broad decentralization, placing workloads and data as close as possible to the sources and
users of data and content. As a decentralized approach, it is a perfect complement to the hyperscale
cloud providers’ tendency toward centralization, where they take advantage of huge economies of
scale. This topic will address edge computing in depth, from definitions to use cases, technology
architectures and organizational imperatives.
Distributed Cloud
Distributed cloud is the distribution of public cloud services to different physical locations, while
the operation, governance, updates and evolution of the services are the responsibility of the
originating public cloud provider.
Key Characteristics of Edge Computing
-
The edge is the physical location where things and people connect with the networked digital
world, and infrastructure will increasingly reach out to the edge.
-
Edge computing is a part of a distributed computing topology where information processing
is located close to the edge, which is where things and people produce or consume that
information.
-
Edge computing and centralized cloud computing are complementary (edge computing is a
topology while cloud computing is a style of computing) and cloud computing offerings are
also extending closer to the edge over time.
-
The topology and architecture of edge computing provide a framework for IoT and
enterprise architectures to converge.
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Edge Computing
Cloud Computing & Edge Computing Work Together
The Edge Effect
-
The fundamental notion of the distributed cloud is that the public cloud provider is
responsible for the design, architecture, delivery, operation, maintenance, updates and
ownership, including the underlying hardware.
> However, as solutions move closer to the edge, it is often not desirable or feasible for the
provider to own the entire stack of technology.
-
As these services are distributed onto operational systems (for example, a power plant), the
consuming organization will not give up ownership and management of the physical plant to
an outsider provider.
> However, the consuming organization may be interested in a service that the provider delivers,
manages and updates on such equipment. The same is true for mobile devices, smartphones and
other client equipment. As a result, we expect a spectrum of delivery models with the provider
accepting varying levels of ownership and responsibility.
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Distributed Cloud
The evolution of distributed cloud will increasingly provide a common or complementary set of services that can be ce
4.7 API
API (Application Programming Interface)
An API specifies how some software components should interact with each other. It comes in the
form of a library that includes specifications for routines, data structures, object classes, and
variables.
JSON (JavaScript Object Notation or )
Open-standard file format that uses human-readable text to transmit data objects consisting of
attribute–value pairs and array data types (or any other serializable value). It is a very common data
format used for asynchronous browser-server communication, including as a replacement for XML in
some AJAX-style systems.
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API Economy
Where companies/providers expose their (internal) digital business assets or services in the form of (Web) APIs to thir
business value through the creation of new assets.
API Economy
-
Internal API programs (where both developers and users of API-enabled apps are within the
same company) are also part of the API economy.
-
Companies also cross-charge other internal departments to use their APIs.
-
The "external" APIs a company offers to business partners or consumers are usually a small
subset of a more tightly secured and governed set of "internal" APIs.
-
The main manifestation of the API economy is clearly between a company and its business
partners, clients and general consumers.
https://youtu.be/TgmKOCGTD9U
How can APIs benefit your business?
The power of APIs is revolutionising the ways businesses communicate with their customers and
stakeholders; generating new revenue streams as both sales channels and as monetised assets.
API drivers and enablers
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4.8 Feature ? Fad ? Transformation ?
Digital Transformation Scale
1.
Enhance. Existing markets enhanced. New product/technology capabilities or features.
Incremental innovations that can spawn higher impact secondary disruptions.
2.
Extend. Existing markets enhanced. Adjacent markets leveraged.
New methods renovate processes. Extended business models.
3.
Transform. Existing markets renovated. Large-scale societal effects generated. Aggregation of
capabilities. Enhanced or new business models.
4.
Reinvent. New markets created, old markets destroyed. Traditional leaders displaced. High reach.
New multimode business models.
5.
Revolutionize. New markets created across traditionally unrelated industries. All elements of
disruption impacted. Old markets destroyed. Global impact. Broad societal and civilization-level
disruption.
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Digital Transformation Scale
Notable Digital Technologies +/- 2018
Notable Digital Technologies +/- 2023
Challenging scenarios
The end of digital territories
The end of ecosystems
The end of digital diversity
The end of universalism
The end of digital trust
The end of attention
The end of digital equality
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Table des matières
1.
Module 1 : The Tech Storm..................................................................................................... 1
1.1
Digital Transformation........................................................................................................ 1
Cloud Computing....................................................................................................................... 2
Data........................................................................................................................................... 2
Empowerment........................................................................................................................... 2
Internet of Things...................................................................................................................... 2
1.
Distributed Cloud............................................................................................................ 3
2.
Artificial Intelligence....................................................................................................... 3
3.
Digital disruption............................................................................................................ 3
4.
Autonomous Things........................................................................................................ 4
Global Internet Access............................................................................................................... 4
Digital Platforms........................................................................................................................ 5
Mesh.......................................................................................................................................... 7
Digital Ecosystems..................................................................................................................... 8
1.2
GAFA, NATU, BATX.............................................................................................................. 9
GAFA + M (Google, Amazon, Facebook, Apple + Microsoft)...................................................... 9
NATU (Netflix, AirBnB, Tesla, Uber).......................................................................................... 10
BATX (Baidu, Alibaba, Tencent, Xiaomi)................................................................................... 10
1.3
The Tech Storm................................................................................................................. 11
Top 10 Strategic Technology Trends for 2018.......................................................................... 11
Top 10 Strategic Technology Trends for 2019.......................................................................... 11
Top Ten Strategic Technology Trends for 2020......................................................................... 12
1.4
The Challenges.................................................................................................................. 12
Challenging scenarios.............................................................................................................. 12
Social media monopoly........................................................................................................... 13
2.
Module 2 : From the “Old Web” to the Digital Commerce Platform..................................... 14
2.1
The Web As It Was............................................................................................................ 14
Step 1...................................................................................................................................... 14
Step 2...................................................................................................................................... 15
Step 3...................................................................................................................................... 15
2.2
The Web As It (Still) Is....................................................................................................... 17
2.3
UX Design.......................................................................................................................... 19
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Top 10 mistakes....................................................................................................................... 20
2.4
The Web As It (Will) (Should) Be....................................................................................... 21
2.5
From Web Sites to Web Apps to Progressive Web Apps................................................... 21
Progressive Web Apps. Why ?................................................................................................. 21
Native Apps / PWA / Responsive Websites.............................................................................. 22
2.6
Agile.................................................................................................................................. 22
Agile methodology. Example : SCRUM..................................................................................... 22
2.7
What’s special with Digital Commerce & Marketing ?...................................................... 23
Digital Commerce & Marketing............................................................................................... 24
« Old e-commerce »................................................................................................................ 25
Drop Shipping … E-Commerce Without Shop !........................................................................ 25
Digital commerce project : sample KPIs................................................................................... 26
2.8
Digital Marketing (Basics).................................................................................................. 26
2.9
Focus on SEM.................................................................................................................... 28
Natural // paid results............................................................................................................. 28
Google AdWords...................................................................................................................... 28
2.10
Permission Marketing................................................................................................... 29
Europe E-mail marketing law................................................................................................... 29
2.11
GDPR............................................................................................................................. 30
2.12
Commerce that comes to you !..................................................................................... 30
Multi-Channel.......................................................................................................................... 30
… Cross-Channel...................................................................................................................... 30
… Omni-Channel...................................................................................................................... 31
… and “phygital”...................................................................................................................... 31
From e-commerce to digital commerce................................................................................... 32
Customers Are Living 24 hours in the Digital Mesh................................................................. 32
Digital commerce is................................................................................................................. 33
Customers Will Use Multimodal User Interfaces..................................................................... 33
Real-Time, Always-On Continuous Intelligence....................................................................... 34
3.
2.13
Technologies behind commerce that comes to you...................................................... 34
2.14
Digital Business Platform............................................................................................... 37
Module 3 : Mobile & Internet of Things............................................................................... 39
Share of Total Digital Minutes by Platform.............................................................................. 39
Share of Total Mobile Minutes by Browser / App.................................................................... 39
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3.1
Smartphones..................................................................................................................... 39
Share of Total Digital Minutes by Platform (US)....................................................................... 39
The situation............................................................................................................................ 39
3.2
Smartphones..................................................................................................................... 40
Mobile & Education................................................................................................................. 40
Mobile & Energy...................................................................................................................... 40
Mobile Payment...................................................................................................................... 40
3.3
Mobile Disruption & Technologies.................................................................................... 40
The 6 8 M’s.............................................................................................................................. 40
3.4
Apps.................................................................................................................................. 41
Native App or Web App........................................................................................................... 41
Web App (Mobile Web site) ?.................................................................................................. 41
Application ?............................................................................................................................ 41
3.5
(QR) Codes........................................................................................................................ 42
3.6
5G..................................................................................................................................... 43
From 3 & 4G’s to 5G................................................................................................................ 43
5G benefits.............................................................................................................................. 43
Analyze of the 8 M’s................................................................................................................ 44
3.7
IoT..................................................................................................................................... 50
Tech > Mobile in the Intersection of IoT.................................................................................. 50
IoT Comes in Many Forms....................................................................................................... 50
… Which Generate a Range of New Data-Related Challenges................................................. 51
… and Therefore, IoT Demands Different Data and Analytics Capabilities............................... 51
Where IoT can deliver value.................................................................................................... 51
Key elements for enterprise IoT journey................................................................................. 52
Social, Legal and Ethical IoT..................................................................................................... 52
4.
Data & AI............................................................................................................................... 53
4.1
Data.................................................................................................................................. 53
Analytics to boost conversion rate........................................................................................... 53
4.2
(Big) Data.......................................................................................................................... 53
… but also 2 other “V”............................................................................................................. 55
“Classic” challenges of Big Data............................................................................................... 55
4.3
(Open) Data...................................................................................................................... 55
Digital Government Maturity Model....................................................................................... 56
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Public services uberization ? 5 governance deficits................................................................. 57
4.4
Data (Analytics)................................................................................................................. 57
Data : 4 types of analytics capabilities..................................................................................... 57
4.5
AI....................................................................................................................................... 58
AI by sector.............................................................................................................................. 58
Artificial Intelligence ?............................................................................................................. 59
Machine Learning.................................................................................................................... 59
Machine learning provides predictions and prescriptions....................................................... 60
4.6
Cloud Computing.............................................................................................................. 60
Cloud computing..................................................................................................................... 60
XaaS......................................................................................................................................... 61
Cloud Computing Overview..................................................................................................... 61
Classic Cloud Computing benefits............................................................................................ 61
Distinctions between cloud deployment models and service types are blurring....................62
Multicloud Computing............................................................................................................. 62
Key Characteristics of Edge Computing................................................................................... 63
Edge Computing...................................................................................................................... 64
Cloud Computing & Edge Computing Work Together.............................................................. 64
The Edge Effect........................................................................................................................ 64
4.7
API.................................................................................................................................... 65
API Economy............................................................................................................................ 66
API drivers and enablers.......................................................................................................... 66
4.8
Feature ? Fad ? Transformation ?...................................................................................... 67
Digital Transformation Scale.................................................................................................... 67
Digital Transformation Scale.................................................................................................... 68
Challenging scenarios.............................................................................................................. 68
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