ACCENTURE SERVICES SRL

 | 

ANDREEA NICULAE

  |  27.06.2014

From digitally disrupted to digital disrupter

Large companies are in a race to become digital. Those that get there first will be able to disrupt their existing markets and penetrate new ones. They will be in control of their digital destinies.

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ACCENTURE SERVICES SRL



Andreea Niculae

ANDREEA NICULAE

SALES MANAGER at ACCENTURE SERVICES SRL

For business leaders everywhere, the next three years will be about determining their organizations‘ pace in the digital race – and their place in the new world of digital.

 

Big is the next big thing

This year’s Technology Vision report continues to expand Accenture’s view of the effects of this digital race – but with one difference: this year, we see more and more large organizations, outside of the IT industry, actively leading the charge, instead of being pressured by it or taking a fast-follower approach.


These organizations understand that while it is still early days, there are many significant opportunities to seize. They are beginning to leverage their vast resources and capital not only to react to technology disruption, but also to embrace it. They are weaving digital technologies throughout their operations to drive business and industry disruptions to their advantage.

 

This shift in strategies marks a significant inflection point. If the last decade has been seen as the playground of the digital start- ups – overnight, sensations such as Instagram and Twitter, Zipcar and YouTube, TripAdvisor and Airbnb – the coming decade will see the emergence of the traditional companies as digital giants.

 

Enterprises are not there yet, of course, and start-ups and small and midsize companies will still play big roles in disrupting the status quo. Nevertheless, large companies are starting to exert their muscle.

 

Leading, digitally
Consider Tesco. In the last two years, the UK-based international grocery and general merchandising retail chain has not only created interactive grocery stores in airports and subway stations, but it has also expanded into new industries. Tesco now offers movie streaming, e-books, and even its own 7-inch tablet priced as low as USD 91.

 

The grocery retailer is well on its way to becoming a truly digital business. More than 20 percent of Tesco’s online sales now come through smartphones, and 10 percent of all orders from Tesco Direct come through its mobile Web site. Over the years, Tesco’s leaders – IT leaders included - have moved from experimenting with social media, mobile, cloud computing and analytics toward mastery of those digital domains. They have learned by doing, steadily gaining the skills and the competencies to pull ahead of their competitors and prove to their stakeholders that they have what it takes to excel in the new digital economy.

 

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