Several relations to be clarified in the process of digital transformation: stock and increment

1、 Preface

On top of the underlying digital infrastructure , More and more enterprises begin to pay more attention to the transformation of upper level business , Among them, marketing digitalization is the representative . The author thinks , Digital transformation , It should be based on the business type of the enterprise 、 scale 、 On the basis of planning and current situation , It should also focus on the core values of the enterprise , Beneficiaries should have the characteristics of openness , Enough partners to cover both internal and external .

In the process of digital transformation , With preliminary planning and initial products , However , The stage of facing pain points and challenges , It is in the landing stage .CEO As the final evaluator , The guidance assessment in the process of digital landing is mainly conducted in three aspects , Digital ecology 、 Digital drive and value enhancement , and CTO As a process enabler , According to the enterprise digital development strategy , Grasp the direction of digital transformation , Carry out phased landing . During landing , Stock and increment need to be considered , Stock should not be regarded as a burden , Nor should increment be treated as a boundary .

The author still expounds the relationship between stock and increment from the perspective of science and technology output , Focus on business planning and technology selection .

2、 The boundary between stock and increment

Accenture put forward a point in the digital research report , Stock and increment in the process of digital transformation , In fact, it is a clever balance between the first curve and the second curve . And this kind of balance is just to solve the pain point in enterprise management and development , Through the way of digital technology output, it is given to enterprises in the business process , Especially the digital reshaping of business operation . The author thinks , In the process of digital transformation , Stock should be well prepared , And increment should be done correctly , So the relationship between stock and increment lies in “ Choice ”、“ Continuable ”、“ Evolvable ” Balance . Selection represents the phased adaptation of digital technology scenarios , Continuability represents the generalization of services supported by digital technology , Evolvable means that functional departments have the possibility to upgrade to business departments .

In the traditional enterprise operation framework , The significance of stock is mainly to do a good job in the existing user market and user services , And increment is to gain potential market share and profits , This is the goal of most enterprises , At the same time, it also has very obvious boundaries , Commonly known as variable . Variables are primarily driven by user experience , Including brand interaction 、 Value added services for products 、 Empowerment of digital technology, etc .

In the operational framework of digital enterprises , The stock represents the continuous consumer experience and product core competitiveness , Increment is the ability to cope with industry changes and knowledge service ability . Digital capabilities need to carry the meaning of products and the trust of users , At the same time, the uncertainty of variables needs to be constrained into a narrow range . In my company , Put the robot 、AI Technology is applied to business operation , By analyzing customer semantics, we can accurately touch the customer's mind , Finally, the goal of fine and digital operation will be achieved , Data retention and analysis in this process , The increment can be expanded from the change of users' needs .

3、 Digitalization of stock

Look at the digitalization of stock from the perspective of business planning , It mainly aims at the problems that need to be solved urgently in the business scenario , The unification of digital language and the restriction of digital caliber , Promote the digital connection between stock scenario and incremental scenario . In the primary digital stage , Focus on copying traditional business scenarios online , And continuously optimize through technical means . The digitalization of stock focuses on value breakthrough and obstacle clearing , Digital breakthrough through simple scenes , Drive continuous change , This includes the publicity, implementation and cultivation of digital culture 、 The management's understanding of the digital concept 、 Strategic planning for enterprise digitalization 、 The preliminary value of digital language is embodied 、 Cost reduction and efficiency increase of operation and management costs .

thus it can be seen , Digitalization of stock in business planning , It is necessary to make overall planning based on the digital strategy cognition of the enterprise management , Have the characteristics of step by step , Focus on the pressure drop of operating costs 、 The increase of profits and the conversion rate of stock .

Look at the digitalization of stock from the perspective of technology selection , It needs to be clear , The solution of the stock is by no means a new start , Instead, we need to consider the existing technology precipitation and the ability of the scientific and technological team , Make use of the technological advantages of incremental projects to form a small-scale technological impact on the technological system of the stock .

Take the enterprise where the author works as an example , Technology selection and transformation of stock business , Consider more from the perspective of business support , Instead of blindly considering the technology cost , Variables are business support and matching , The key needs to focus on services , I call it the technology output capability . Take micro services as an example , Technical transformation of stock business , It is necessary to split the system , Especially in the stage of digital language unification , It is actually a process of data governance .

4、 Incremental digitization

The biggest difference between increment and stock is , Increment represents the future , Is more of a “ Mind ”, Including the mind of management 、 User's mind 、 The mind of the product , And even the mind of the business model . Incremental digitization is not aimless , But in the traditional business system and business model through digital means of innovation .

The author talks about incremental digitalization from the perspective of competition , Incremental competition is “ free ” The way , Rely more on their own advantages , For example, focus on a specific market segment , Promote the optimization iteration of product requirements with strong user stickiness ; The stock competition is “ against ” The way , More through transformation , Eliminate competitive products , Promote the acquisition of users and the survival of products in a more inclusive marketing way .

Look at incremental digitalization from the perspective of business planning , The focus is on the rapid trial and error and optimization of the market , And the improvement of enterprise efficiency , Therefore, it is necessary to have a series of support capabilities , For example, the supporting capacity of business scenarios 、 Support for business operation 、 The ability to support operational efficiency 、 Support ability of decision-making ability, etc .

Look at incremental digitalization from the perspective of technology selection , Technical means are needed , Grasp the changes of technology and consumers , Help enterprises tap new growth , The accumulated business increment is the stock . In my enterprise , The technology selection of incremental business depends more on the technical architecture , The architecture system relies on the evolution of business stock and increment process . Facing uncertain incremental business , Technology selection needs to evolve while planning , Feedback mechanism must be provided in the process , similar DevOps Measurement and feedback . In the enterprise business architecture , Need to balance planning management 、 The relationship between scientific and technological services and digital empowerment , How to upgrade the science and technology output organization to a science and technology service organization , Support the development of incremental business in the way of profit center , This is an issue that every digital team member needs to consider .

In the process of technology selection , Digital system and digital tools are the core of incremental business system , That is, it needs to meet the development of the business , We also need to build a digital ecosystem , Finally, in the way of digital empowerment , Cover more “ Beneficiary ”. The author thinks that , This process has two characteristics , Data governance “ Transparency ”, More data to aid decision making , Technology selection “ Agility ”, faster 、 A more stable 、 Safer product delivery .

5、 summary

Digital transformation is an enterprise level overall system , Business model involved 、 Operation mode 、 Systematic engineering of organizational transformation , There are many lines involved 、 The construction scope is wide 、 Deep application of technology 、 The ability is high , As a technology practitioner , It is inevitable that the interpretation of the relationship between increment and stock in the process of digital transformation will be too one-sided .

About stock and increment , Implement business planning and technology selection , It can be used DevOps Methodology , Strategy and tactics represent planning and agility , Digital transformation promoters must have a balance , How comprehensive the plan is , Agility requires a lot of openness .