Digital Reinvention 2016

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Digital Reinvention 2016 Retrouvez les témoignages par chapitrefi DIGITAL REINVENTION 2016 Retrouvez les témoignages par chapitrefi Éric Wepierre | General Mortors France | Président 2 Vivek Badrinath | AccorHotels | Directeur Général Adjoint en charge du Marketing, du Digital, de la Distribution et de l’IT 1, 2, 3, 4 Carline Huslin | Generali France | Directrice Transformation Digitale et Expérience Client Multicanal 1, 2, 3, 4 Christophe Verley | ADEO | Directeur Internet GSB 1, 2, 3, 4 Thierry Benhaim | Grosbill | Directeur Général 1 QUEL ÉTAT DES LIEUX POUR Jean-Christophe Lalanne | Air France-KLM | Directeur Général Adjoint et DSI du Groupe, Membre du Comité Exécutif 1, 3, 4 Thomas Vandeville | Groupama | Directeur de la Transformation Digitale Groupe, Membre du Comité Exécutif 1, 3, 4 LA TRANSFORMATION DIGITALE Nicolas Ferrary | Airbnb France | Country Manager 1, 2, 4 Soren Hagh | Heineken | Executive Director Global Marketing 3 Beyond pilot projects Virginie Fauvel | Allianz France | Directrice Unité Digital et Market Management, Membre du Comité Exécutif 1, 2, 3, 4 Albert Asséraf | JCDecaux | Directeur Général Stratégie, Études et Marketing France 1, 3, 4 DE L’ÉCONOMIE EN 2016 ? Isabelle Moins | Aviva | Directrice des Activités Directes, Digital et Marketing Client, Membre du Comité Exécutif 1, 3, 4 Sébastien Hua | Kering | Directeur e-Commerce et Omnicanal 1, 2, 3 Amélie Oudéa-Castera | AXA France| DGA AXA Particuliers / Professionnels - Directrice Digital, Marque et Partenariats, Membre du Comité Exécutif 2, 3 Nathalie Balla | La Redoute | Président-Directeur Général 1, 3, 4 Erick Bourriot | Groupe Beaumanoir | Directeur du Commerce Connecté 2, 4 Fabien Sfez | Lagardère Active | Directeur Général du Développement Numérique et Technologique 1, 3 Le présent Référentiel répond à cette question Florian Sauvin | Groupe Bel | Chief Digital Officer et Membre du Directoire d’Unibel 1, 2, 3, 4 Stéphane Mariotto | Le Duff | DSI Groupe 2, 3 en s’appuyant sur 65 entretiens avec des diri- Frédéric Mazzella | BlaBlaCar | Fondateur et Président-Directeur Général 1, 2, 3 Romain Liberge | MAIF | Chief Digital Officer 2, 3, 4 geants d’entreprises françaises et internationales, Cristina Cordovez de Villeneuve | BNP Paribas | Chief Digital Transformation Officer 2, 3, 4 Guillaume Sarkozy | Malakoff Médéric | Délégué Général 2, 3, 4 membres de Comex ou de directions générales. Philippe Poirot | Groupe BPCE | Directeur Développement Digital, Transformation et Qualité 1, 2 Hicham Badreddine | Malakoff Médéric | Chief Digital Officer, Membre du Comité de Direction 2, 3, 4 Pascal Buffard | CIGREF | Président 2, 3, 4 Jean-Noël Pénichon | McDonald’s | Vice Président Technologies, en charge du Digital et des Systèmes d’Information 2 Anne Browaeys-Level | Club Méditerranée | Directrice Générale Marketing et Digital 2 Arnaud Deschamps | Nespresso France | Directeur Général , Membre du Comité de Direction 1, 2, 3, 4 En explorant différents secteurs du B2C ou du Magali Noé | CNP Assurances | Chief Digital Officer 2, 3, 4 Samuel Baroukh | Nestlé France | Head of e-Business 2, 3 B2B2C, l’image plus globale d’une phase d’indus- Hugues Le Bret | Compte-Nickel | Fondateur et Président-Directeur Général 1, 2, 4 Thibault Gossé | Numericable SFR | Head of e-Commerce 1, 2, 3, 4 trialisation du digital émerge : au-delà des projets Olivier Gavalda | Crédit Agricole S.A. | Directeur Général Adjoint, Membre du Comité Exécutif 3, 4 Patrice Slupowski | Orange | Vice Président Digital Innovation 2, 3, 4 pilotes et des premiers mouvements, la maturité Serge Magdeleine | Crédit Agricole S.A. | Directeur Marketing Groupe et Digital, Membre du Comité Exécutif 1, 3, 4 Stéphanie Çabale | Orange | Vice Présidente Digital Marketing 1 digitale s’annonce. Jérôme Hombourger | Crédit Agricole CACF | Directeur Général Adjoint, Développement et Stratégie 1, 2, 3 Guillaume Oreckin | Pacifica | Directeur Général Adjoint 3 Christelle Le Berre | Crédit Mutuel Arkéa | Responsable Projet Stratégique, Membre du Comité Exécutif 3 Antonia McCahon | Pernod Ricard | Global Digital Acceleration Director 1, 2, 4 Michael Aidan | Danone | Chief Digital Officer 1, 2, 3, 4 Christophe Leray | PMU | Directeur des Opérations et des SI 1, 4 Christian Lou | Darty | Directeur de la Direction Marketing et Digitalisation, Membre du Comité Exécutif 1, 2 Tom Brady | SABMiller | Group Head Of Digital 2, 3, 4 Yann Aubriet | Darty | Directeur du Développement Digital 1 Gael de Talhouet | SCA | Vice Président Digital Transformation 2, 4 Simon Baldeyrou | Deezer | Directeur Général Adjoint 1 Yves Tyrode | SNCF | Directeur du Digital Membre du Comité Exécutif 1, 2, 3 Venky Balakrishnan Iyer | Diageo | Global Vice President, Digital Innovation 2, 3, 4 Barbara Dalibard | SNCF Voyageurs | Directrice Générale 1, 3 David de Amorim | Docapost | Directeur de l’Innovation 3 Séverin Cabannes | Société Générale | Directeur Général Délégué 2, 3, 4 François Gonczi | EDF | Directeur Numérique d’EDF Commerce 1, 2, 3, 4 Jean-Pierre Remy | SoLocal Group | Directeur Général 2, 4 PILOTES DES PROJETS - AU-DELÀ Hervé-Matthieu Ricour | Engie | Directeur Général France BtoC 1, 3, 4 Roland Harste | Swarovski | Senior Vice President Marketing 2, 3, 4 Christian Buchel | ERDF | Directeur Général Adjoint, Chief Digital & International Officer, Membre du Directoire 3, 4 Thomas Nielsen | Tesco | Chief Digital Officer 1, 3, 4 Guillaume du Gardier | Ferrero France | Directeur du Digtial 2, 4 Marc Gigon | Total | Vice Président Digital Marketing & Services 1, 2, 3 Katia Hersard | Fnac | Directeur e-Commerce et Marketing Groupe, Membre du Comité Exécutif 1, 2, 4 Thierry Elkaim | Transdev | Directeur de la Transformation Digitale 1, 3 Stéphane Pallez | Française des Jeux | Président-Directeur Général 1, 2, 4 Yann Leriche | Transdev | Directeur de la Performance, Membre du Comité Exécutif 1, 2, 3 Caroline Delorme | Galeries Lafayette | Directrice Omnicanal Branche Grands Magasins 2, 4 Catherine Spindler | vente-privee.com | Chief Marketing Officer 1, 2, 4 Gilles de Richemond | VSC Technologies | Directeur Général 2, 3, 4 la suite sur le second rabat... TRANSFORMATION DIGITALE 2016 DIGITALE TRANSFORMATION TABLE OF CONTENTS 2 T INTRODUCTION p. 04 CHAPTER 1: THE DIGITIZATION OF COMPANIES IN 2016: THE NEW RULES p. 07 1.1 Customer relationship, data and new players: the 3 battles for digital in 2016 p. 11 1.2 The level of digital disruption varies according to sectors p. 15 CHAPTER 2: DESPITE MANY EXPERIMENTAL INITIATIVES, BOTH INTERNAL AND EXTERNAL, COMPANIES ARE STILL LAGGING BEHIND PURE PLAYS AND CUSTOMER EXPECTATIONS p. 30 2.1 Faced with market standards set by pure plays, companies adapt by redoubling initiatives p. 34 2.2 Inertial forces still hinder traditional companies' scale-ups and their digital innovation is less advanced than pure plays and customer expectations p. 40 CHAPTER 3: BEST PRACTICES FOR ACCELERATING SCALE-UPS p. 45 3.1 Accelerationg scale-up, the IBM approach p. 49 3.2 The Data-Driven Company, or the overall improvement in competitiveness thanks to internal and external data p. 51 3.3 Digital IT: a more agile and fl exible IT architecture for surviving market change p. 54 3.4 Collaboration is a competitive lever: breaking internal silos and embracing open innovation p. 56 CHAPTER 4: TAKING THE MEASURE OF DIGITAL p. 60 4.1 The BCG approach: An analytic framework for guiding transformation p. 64 4.2 A new chart of skills and job roles p. 66 4.3 More agile governance to transform the company p. 70 CONCLUSION p. 73 CONTRIBUTORS p. 75 ABOUT EBG p. 79 ABOUT BCG p. 81 ABOUT IBM p. 83 3 INTRO- DUC- TION 4 I Digital Reinvention 2016 - Introduction The connected customer no longer simply buys pro- THE DIGITAL MARKET, ducts, but increasingly exchanges services across plat- forms. These services, following the Uber model, can A MODEL FOR THE provoke polemics by disintermediating entire sectors Pof the economy. "Disintermediation": the word signifi es ECONOMY AT LARGE. great upheavals for certain long-standing professions, but also promises great opportunities with the radical reconfi guration of the economic landscape. he explosion of the internet bubble in 2001 seems like a distant memory: since then, the digital eco- T nomy has seen unprecedented growth and seems FROM TRANSFORMATION to be immune to the crisis. In 2015, 83% of European TO DIGITAL REINVENTION households had access to high-speed internet and 90% of French under-35's owned a smartphone. We have also The range of disruptions at work creates untold new seen an explosion in the number of connected devices business opportunities, for the keen eyes who can seize per person: the amount of French people using a mini- them. "We can view digital as a threat, because it upsets mum of 3 devices rose by 25% in 2015. This has direct- the established model and can weaken traditional powers ly resulted in an unparalleled abundance of equipment in the market", explains Séverin Cabannes, Chief Opera- and ecommerce is going mobile, with the boon of in- ting Offi cer of Société Générale. "However, it is primarily creasingly connected consumers. In Europe, 3G mobile an opportunity, which we welcome openly today". networks now have a 90% coverage rate. And there are plenty of opportunities: today, digital E-CONSUMERS MORE AND accounts for 5% of GDP in France, and 6% on average, in MORE ON THE MOVE OECD countries. European countries can expect to see a 2.1% rise in their GDP as a result of the digital economy. Online mobile usage is skyrocketing. Online sales Digital is paving the way for new levers of growth. Big
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