The Digital Frontier: How Consumer Companies Can Create Massive Value Through Digital Transformation

291 Pages·2021·4.409 MB·English

by  Ajay Sohoni

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THE DIGITAL FRONTIER
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THE DIGITAL
FRONTIER
HOW CONSUMER
COMPANIES CAN CREATE
MASSIVE VALUE THROUGH
DIGITAL TRANSFORMATION
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AJAY SOHONI
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Thiseditionfirstpublished2021
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LibraryofCongressCataloging-in-PublicationData
Names:Sohoni,Ajay,author.|JohnWiley&Sons,publisher.
Title:Thedigitalfrontier:howconsumercompaniescancreatemassive
valuethroughdigitaltransformation/AjaySohoni.
Description:[Hoboken,NJ]:Wiley,2021.|Includesindex.
Identifiers:LCCN2021008534(print)|LCCN2021008535(ebook)|ISBN
9781119803249(cloth)|ISBN9781119803256(adobepdf)|ISBN
9781119803263(epub)
Subjects:LCSH:Businessenterprises—Technologicalinnovations.|Customer
relations.
Classification:LCCHC79.T4S7362021(print)|LCCHC79.T4(ebook)|DDC
658.4/06—dc23
LCrecordavailableathttps://lccn.loc.gov/2021008534
LCebookrecordavailableathttps://lccn.loc.gov/2021008535
CoverDesign:Wiley
CoverImage:©GettyImages
Setin11/14pt,MinionProbySPiGlobal,Chennai,India.
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Tomyparents,foraccidentallyengineeringahyper-curious
andfree-spiritedprofessionalandgivingmethetwingifts
oflanguageandhumor.Ithinkitworkedoutokaythistime,
butIhighlydoubtthatitisrepeatable.
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CONTENTS
WhyIWroteThisBookandWhyYouShouldReadIt ix
Acknowledgments xiii
1 SettingtheContext 1
LetThereBeValueCreation 1
TheTechnologyThatPowersIt 16
TheKeyConsumerTrendsofTheNextDecade 32
SteppingBackBeforeDivingIn 48
2 HowCompaniesReachConsumers 59
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FutureofOut-of-HomeMedia 60
FutureofTVAdvertising 65
ANewKindofPersonalDevice 72
ANewWayofBuildingAdCreatives 79
3 HowCompaniesEngagewithConsumers 88
HarnessingYourConsumerBase 89
TheFutureofLoyaltyPrograms 96
ProvidingAdditionalValueThroughDigitalProducts 103
EngagingThroughtheIntangibles 109
4 HowConsumersTransact 118
TheFutureofatHomee-Commerce 119
TheFutureofOn-the-GoCommerce 126
TheFutureofBrowsePurchases 133
TheFutureofConsultation 140
5 HowCompaniesCreateProductsandBrands 147
TheFutureofConsumerResearch 148
FutureofPersonalization 154
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CONTENTS
ContinuedRelevanceofBrands 161
TheFutureLocalizedFranchise 168
6 HowCompaniesManufactureandDistributeProducts 176
TheFactoryoftheFuture 177
FutureLogistics 184
DigitizationoftheRoutetoMarket 191
TheCircularEconomyoftheFuture 198
7 HowCompaniesWorkTogether 205
TheFutureofFinance 207
TheFutureofEmployment 215
TheFutureofLeadership 222
TheFutureofGovernment 229
8 MakingtheTransformationHappen 234
Achtung!Sportsanalogycoming 234
The33Framework–NineStepstoBuildandExecute
aDigitalTransformation 236
EPIC1–IMAGINEYourDigitalFuture 239
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EPIC2–BUILDYourTransformationUnit 246
EPIC3–OPERATEtheDigitalTransformation 253
Epilogue 263
Index 267
viii
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