Digital Transformation Takeaways from CES

Amir Zamanian and the speakers from the “Driving Digital Transformation” Roundtable

1. Digital Transformation Can’t Be Confined to One Definition

  • A shift in how a brand does business internally. This can be seen in transformations to internal processes, teams, systems and other internal initiatives that have an impact on the brand. This can be anything from shifting to a data-driven approach to migrating to cloud-based platforms to pulling third-party resources in-house.
  • A shift in how consumers interact with a brand and consume their products. For example, consumers choosing to order food online for pick-up or delivery vs. going into a restaurant or a grocery store.
  • A shift in how brands communicate with their consumers. A few years ago no one knew what an Amazon Alexa was, and now over 50 million U.S. consumers own some sort of voice assistance device. Brands are transforming by engaging their customers on new channels.
  • Increase in competition or reliance on a third party to fill a gap in your services and customer experience. For example, food delivery and logistics start-ups like Postmates, DoorDash, Caviar and Grubhub have filled a gap that was created by the shift in the way consumers engage with brands. This is a sign of transformation within that industry.
  • Increase in minimum wage and overhead. Whether its the front-of-house staff at a QSR or call center staff at a telecom/utility company, changes of any kind to operational costs can be a trigger of greater change in the industry.
  • Change in stock performance. The numbers don’t lie, poor stock performance is often a precursor to some sort of transformation. Whether it’s internal leadership changes, or a shift towards new lines of business such as direct-to-consumer at a CPG, a brand’s bottom line performance is often the biggest tell that something needs to change.

2. How to Recognize the Need For and Undertake a Digital Transformation

3. Digital Transformation Takes a Team with a Visionary Leader




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Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic.

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