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Digital Transformation | EN

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Operationalization in Practice

Discipline of DIGITAL

Discipline of DIGITAL VISION Elevator Pitch The discipline of digital vision describes the strategy the company will employ to refine its existing products and services, establish new products and services and conquer new markets. Focus On the operational level, the discipline of digital vision is responsible for the development of a product vision. Within that context, the integral, strategic alignment within the company has a significant impact on the product vision and this is taken into consideration in the discipline. A special form of the business model canvas is used when designing digital business models, the so-called “digital business model canvas”, which takes the specific requirements of the customer experience into consideration. Innovative tools such as the Business Model Brainstorm Kit 4 or conventional techniques like mind mapping can be used to develop, document and communicate the digital business model. New Business Model Method The Digital Business Model The purpose of the digital vision is to enable the development of the digital business model. At the same time, a digital business model is also an expression of a traditional business model. What is unique about it is that the service provision relies upon the use of information technology and the benefit for the customer is usually the provision of a digital product. Figure 3: New Business Model Traditional Business Model Digital Business Models 22 | The Method: Digital Transformation Cycle

Creativity is intelligence having fun. Albert Einstein Brainstorming The digital business model starts with a brainstorming session. Finding a business idea is a creative process. Digital business models take their inspiration from three different directions: The technological inspiration comes from technological trends and hype. This creative process is facilitated by msg’s own “business meets technology” method, which provides decision makers with a clear understanding of the technologies, and the “digital innovation model”, which is used to structure and visualize the technical options that are available. The inspiration for the customer experience comes from the customer journey map. The map contains a description of what each type of customer will expect from the digitized product. Finally, the inspiration for the business model itself comes from business opportunities, but also takes the costs and risks affiliated with the opportunities into account. The benefit is primary derived based on the extent to which the model satisfies the requirements in the customer journey map. Decisive for determining the feasibility are mainly the situation in the digital market and the technological options that are already available. Further, more detailed evaluation criteria can be defined as part of the differentiated scoring model, for which a series of select digital evaluation criteria is provided. Results Once defined, the digital vision provides a description of the digital business model, an evaluation and the benefits and feasibility that is based on scoring methods, and the definition of the project framework that is required to realize the vision. Evaluation At the end of the brainstorming process the group should have one or more digital models. A wide range of evaluation criteria can be employed to evaluate the models, although benefit and feasibility should be at the forefront. The Method: Digital Transformation Cycle | 23

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msg ist eine unabhängige, international agierende Unternehmensgruppe mit weltweit mehr als 6.000 Mitarbeitern. Sie bietet ein ganzheitliches Leistungsspektrum aus einfallsreicher strategischer Beratung und intelligenten, nachhaltig wertschöpfenden IT-Lösungen für die Branchen Automotive, Banking, Food, Insurance, Life Science & Healthcare, Public Sector, Telecommunications, Travel & Logistics sowie Utilities und hat in über 35 Jahren einen ausgezeichneten Ruf als Branchenspezialist erworben.

Die Bandbreite unterschiedlicher Branchen- und Themenschwerpunkte decken im Unternehmensverbund eigenständige Gesellschaften ab: Dabei bildet die msg systems ag den zentralen Kern der Unternehmensgruppe und arbeitet mit den Gesellschaften fachlich und organisatorisch eng zusammen. So werden die Kompetenzen, Erfahrungen und das Know-how aller Mitglieder zu einem ganzheitlichen Lösungsportfolio mit messbarem Mehrwert für die Kunden gebündelt. msg nimmt im Ranking der IT-Beratungs- und Systemintegrationsunternehmen in Deutschland Platz 7 ein.


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