At 13:15 on Thursday, 9 October 2014, Hans van Waayenburg, Global CEO of Sogeti, gave the opening address before an audience of over 80 clients from all over the globe. Hans in his speech stressed the need for both strategic and practical guidance in times where Digital Transformation & Disruption is the norm. This year, the Sogeti Executive Summit’s venue is the Bayerischer Hof hotel in Munich, Germany, which was created upon King Ludwig I of Bavaria’s wish. Follow hashtag #EXSUM14 on Twitter and please contribute to the stream!
Michiel Boreel, CTO of Sogeti, kicked off the two-day Design to Disrupt (D2D) program, the essence of which is captured by this rather confronting quote from Jack Welch: “If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
Analytics, Testing, Security, Cloud, Internet of Things, and Mobile
Sogeti’s focus in delivering business technologies to prevent Mr. Welch’s scary scenario from happening and keep organizations up to speed is on Analytics, Testing, Security, Cloud, Internet of Things, and Mobile. During October 9 and 10, Executive Summit attendees are cordially invited to visit the Acceleration Points where some of Sogeti’s global technology leaders will engage them in these six central business technology fields.
Menno van Doorn, Director of the Sogeti trend lab VINT, presented the introductory D2D report, especially written and produced for this year’s Sogeti Executive Summit. The main challenge for organizations is famously known as The Shirky Principle: “Institutions will try to preserve the problem to which they are the solution.” In times where disruption is the new normal such an attitude is begging for an organization’s demise.
D2D Imperative #1: Embrace the Mobile Mind Shift
Forrester Principle Analyst Ted Schadler colored the Customer Obsession part of the D2D program by sharing insights from his new book The Mobile Mind Shift. This shift corresponds to the expectation that people can get what they want in their immediate context and moments of need. Customers and employees are making this shift, now. It means that the battle for a customer’s attention will be waged in mobile moments — anytime that customer pulls out a mobile device.
Most marketing and IT leaders think “Which mobile apps should we build?” and “What devices do we support?” That is a path to failure since mobile is about much more than apps and devices. A different way of thinking about mobile strategy is needed.
The true meaning of mobile access is not about the devices and apps we use now but the change in attitudes they are creating in the minds of millions of customers and employees. Whether you lead an IT or a marketing organization, it’s time to expand your focus beyond the rapidly changing world of devices and the apps that run on them. You need a mobile strategy that encompasses the entire chain of connections by:
- Understanding the mobile usage and behaviors of your customers and employees.
- Translating those behaviors into application designs that deliver real utility.
- Identifying the best processes and technologies for your mobile application development initiatives.
- Supporting your dynamic, increasingly global and mobile workforce.
So build a solid business justification and craft a strategy that fits your level of mobile marketing maturity. You can take the Mobile Marketing Maturity self-assessment to find out where you stand compared with your competitors.