Today, it’s not enough to simply force digital capabilities onto an existing business model. Brands need to innovate in order to avoid competition and also need to be disruptors in their field, writes RICHARD MULLINS, director for Middle East and Africa at Acceleration.
Brands that are starting to feel the competitive heat from multinational digital disruptors such as Uber, AirBNB, Amazon and Facebook need to embrace digital innovation as a core business capability if they are to compete effectively in the future. They must embed digital technologies and customer-centric thinking deeply into their businesses if they want to innovate to win.
Today, it’s not enough to simply force digital capabilities onto an existing business model. Organisations can no longer run a mobile app or a website as a silo, set up social media accounts without thinking about how they’ll impact the wider customer experience, or throw money at digital advertising without looking at the entire marketing strategy.
Digital disrupts everything
Instead, leading digital organisations are embracing digital technologies and the new customer experiences they enable as a wider transformation of the way they do business. For example, when it comes to social media, it’s not just a new communications and service platform. It also changes the nature of the customer experience by giving customers a louder voice and bringing more transparency to the brand-customer relationship.
Thus, companies that want to succeed with digital platforms may also need to change their customer service philosophy, relook risk and governance models, and change back-office systems and processes. Without making these fundamental changes, they risk creating digital channels that are disconnected from the business’s operational reality.
Align the business behind digital
That, in turn, is a recipe for customer frustration and business inefficiency. For example, what happens when service reps on social media don’t understand how the technical support team works or make promises on which logistics cannot deliver? Disciplines such as logistics management, pricing and even customer service must all be aligned with marketing channels if brands are to deliver on their digital promises.
Brands must, from their top levels, accept that digital technology and an empowered mobile consumer have changed the way that business works. Rather than simply reacting to this changing world – as many large consumer brands are doing – leading businesses should be transforming their businesses so that they can drive digital disruption.
CEOs must lead the charge
It’s up to CEOs to lead digital change. They need to look at their businesses and find ways that they can use digital technology to change their industries. It is CEOs who have the complete view of the business and the ability to rally all of its resources under the banner of digital transformation.
Without strong leadership, digital projects will become ineffectual silos rather than helping drive a whole new strategy and operating model for the business.
Data is the core
A preoccupation with the customer is the core of digital transformation, and it is here where data has an important role to play. Data and the insights it yields allow companies to align the organisation to the customer experience, decision journey and brand touch points. It gives organisations a more holistic view of their customers so that they can understand their needs and respond to them in real or near-real time.
Smarter is better than bigger
Though many marketers become nervous when the term “big data” is mentioned, they should be thinking about “smart data” instead. Look at a dozen or so data points that will give you real insight into your customers and help you engage with them at a deeper level. Don’t measure Facebook ‘likes’ because everyone else is – look at the data which reveals their behaviours, needs, desires, and other insights that you can act upon.
Innovation – for the customer’s sake
Every brand can and should be using digital technologies to revitalise its business, but the aim should not be to innovate for the sake of it. Instead, it’s about using new digital channels and technologies to bring new levels of immediacy, accountability and customer-centricity to marketing. The customer experience is what matters – the digital toolset is the means rather than the end.
Huawei Mate 20 unveils ‘higher intelligence’
The new Mate 20 series, launching in South Africa today, includes a 7.2″ handset, and promises improved AI.
Huawei Consumer Business Group today launches the Huawei Mate 20 Series in South Africa.
The phones are powered by Huawei’s densest and highest performing system on chip (SoC) to date, the Kirin 980. Manufactured with the 7nm process, incorporating the Cortex-A76-based CPU and Mali-G76 GPU, the SoC offers improved performance and, according to Huawei, “an unprecedented smooth user experience”.
The new 40W Huawei SuperCharge, 15W Huawei Wireless Quick Charge, and large batteries work in tandem to provide users with improved battery life. A Matrix Camera System includes a Leica Ultra Wide Angle Lens that lets users see both wider and closer, with a new macro distance capability. The camera system adopts a Four-Point Design that gives the device a distinct visual identity.
The Mate 20 Series is available in 6.53-inch, 6.39-inch and 7.2-inch sizes, across four devices: Huawei Mate 20, Mate 20 Pro, Mate 20 X and Porsche Design Huawei Mate 20 RS. They ship with the customisable Android P-based EMUI 9 operating system.
“Smartphones are an important entrance to the digital world,” said Richard Yu, CEO of Huawei Consumer BG, at the global launch in London last week. “The Huawei Mate 20 Series is designed to be the best ‘mate’ of consumers, accompanying and empowering them to enjoy a richer, more fulfilled life with their higher intelligence, unparalleled battery lives and powerful camera performance.”
The SoC fits 6.9 billion transistors within a die the size of a fingernail. Compared to Kirin 970, the latest chipset is equipped with a CPU that is claimed to be 75 percent more powerful, a GPU that is 46 percent more powerful and an NPU (neural processing unit) that is 226 percent more powerful. The efficiency of the components has also been elevated: the CPU is claimed to be 58 percent more efficient, the GPU 178 percent more efficient, and the NPU 182 percent more efficient. The Kirin 980 is the world’s first commercial SoC to use the Cortex-A76-based cores.
Huawei has designed a three-tier architecture that consists of two ultra-large cores, two large cores and four small cores. This allows the CPU to allocate the optimal amount of resources to heavy, medium and light tasks for greater efficiency, improving the performance of the SoC while enhancing battery life. The Kirin 980 is also the industry’s first SoC to be equipped with Dual-NPU, giving it higher On-Device AI processing capability to support AI applications.
Read more about the Mate 20 Pro’s connectivity, battery and camera on the next page.
How Quantum computing will change … everything?
Research labs, government agencies (NASA) and tech giants like Microsoft, IBM and Google are all focused on developing quantum theories first put forward in the 1970s. What’s more, a growing start-up quantum computing ecosystem is attracting hundreds of millions of investor dollars. Given this scenario, Forrester believes it is time for IT leaders to pay attention.
“We expect CIOs in life sciences, energy, defence, and manufacturing to see a deluge of hype from vendors and the media in the coming months,” says Forrester’s Brian Hopkins, VP, principal analyst serving CIOs and lead author of a report: A First Look at Quantum Computing. “Financial services, supply-chain, and healthcare firms will feel some of this as well. We see a market emerging, media interest on the rise, and client interest trickling in. It’s time for CIOs to take notice.”
The Forrester report gives some practical applications for quantum computing which helps contextualise its potential:
- Security could massively benefit from quantum computing. Factoring very large integers could break RSA-encrypted data, but could also be used to protect systems against malicious attempts.
- Supply chain managers could use quantum computing to gather and act on price information using minute-by-minute fluctuations in supply and demand
- Robotics engineers could determine the best parameters to use in deep-learning models that recognise and react to objects in computer vision
- Quantum computing could be used to discover revolutionary new molecules making use of the petabytes of data that studies are now producing. This would significantly benefit many organisations in the material and life sciences verticals – particularly those trying to create more cost-effective electric car batteries which still depend on expensive and rare materials.
Continue reading to find out how Quantum computing differs.