Is Your Business Being Uber-ised?

A New Approach to Digital Business Development

The word website does not adequately describe what a website now delivers. Websites, Apps and online systems are now actually windows into a company’s core data and processes. They combine multiple systems and data, overlay it with effective marketing and deliver it, in the right way, at the right time, based on the needs of the customers. 

However, the traditional company internal resources and management structure (IT team, marketing team, operations etc.) were created before this technology was available. The outcome is that it has disrupted the business and the structure is outdated. The Marketing Managers remit has evolved from developing and implementing marketing, advertising and promotional activities at a company or organisation to include developing enterprise level websites, applications and systems as mentioned above. Marketing departments also tend to be op-ex-driven profit centres with an ROI focus.

The CIO's typical remit has evolved from managing in-house IT infrastructure and traditional client-server business applications to overseeing extended enterprises encompassing the cloud, mobile devices and wide-area networks. At the same time, organizations are accessing and analyzing an increasing amount and variety of data — from sources like websites, social media networks and, increasingly, the Internet of Things. IT departments also tend to be cap-ex-heavy cost centres.

Challenges arise when these types of systems/applications are commissioned by divisions/departments without the necessary resources, expertise or budget. Another key challenge for companies is introducing or using cloud based Saas systems, building websites and applications to meet specific market and customer needs on top of existing enterprise legacy systems.The results are, out of control systems that are patched together, running slow, cumbersome and expensive to plan and execute. However, these systems are crucial to the running of the company and can’t be simply changed. The result of all this is that companies struggle to innovate and move as quickly as required.

This technology requires quite a difference approach. It is crucial that a company’s internal structure, teams and knowledge are in place for this to effectively happen. In order for them to become the fast, flexible customer needs driven environment which is becoming more prevalent. In an ideal world, this process should see IT departments gradually transform themselves from cap-ex-heavy cost centres to op-ex-driven profit centres, as core business operations become more efficient and new technologies deliver opportunities for business innovation. This includes introducing positions such as Chief Digital Officer, Chief Technology Officer who are (Purple People), creating a Digital Strategy (DX), providing a platform to enable legacy system transformation and enabling small agile self-directing teams to take advantage of this.

Part of these business and migration principles include:

  • Small modular proof of concept projects.

  • Fast, cost effective (not betting the farm).

  • Commercial return of each investment.

  • Internalizing the data infrastructure.

  • Externalize user applications.

At OneClick we understand these challenges both on a small and large scale and the opportunities this presents. We can help you navigate this journey from where you are now to where you aspire to be in the digital world, enabling you to sell more products or services to your most profitable customers.

Jason Platt

Author: Jason Platt
Published: 16/08/2016