Digital picture of the business

The real and virtual worlds are on the convergent course, and in consequence the organisations must attach greater attention to meet the digital expectations of the stakeholders. We want everything, everywhere and at all times; up to date this has been the domain of consumers


Today, the new way thinking is ever more daringly making way into the world of professionals, shaping anew the business world. This is why, if we intend to increase commitment in digital, it is worth abandoning the traditional way of thinking from campaign to campaign, to develop systemic solutions, which build lasting ties with the organization. Hence, the planning should be started at the borderline of the organization and the surrounding world, as against the perception from tool to objective. Only too often do we take shortcuts, to later cope with optimisation of substance and solutions in many channels. Digitalisation of reality allows to provide to stakeholders the just-in-time services or information. Practically unlimited opportunities render possible development of solutions with rational effort and means, to meet almost everybody’s needs and open the organization onto a greater group of customers: investors, regulator, local communities or even to compete outside own sector. For example, thanks to the modern  e-commerce platform, a mine of fine finishing stone, can efficiently offer commodities not only to large customers, but also to small sales points and retailers, thanks to potential precisely defined choice of the material lot and selection of the preliminary machining mode.

In this scenario, the digital channels are not only the cheaper way to interact with the surrounding environment, but they become of key importance for appropriate promotion, stimulation of relations and reaching of objectives. The potential of investments in digital solutions is demonstrated by the estimate, but not only, that by 2016 more than half of all trade transactions will be moving to the internet. These figures reflect the prospective sale capacity of almost 2 trillion US dollars (1012). Therefore, how to get the piece of cake in the distribution of those profits? Firstly, understand the internet behaviours of those, from whom our success depends, and filter those behaviours through experiences. Secondly, start from the project – so that it is functional, intuitive, and attractive. Thirdly  – implement smartly, keeping cohesion, faultlessness and synergy of the accepted solutions – though, of course, this is not everything.

The overcoming of those challenges accompanied by the pressure of growing expectations from the online communication, calls for the adjustment of the organisations to in-depth transformation. Thus, so long as the digital efforts of the companies are only tactical and fragmentary, there is no option to fully use the potential of today’s opportunities. Hence,  the importance of the top down signal triggering changes and participation of leaders from almost all business functions is for the efficient impact on many aspects of the operation. For example, to demonstrate the interactive face of the company, involvement is necessary of at least marketing, sale or product owners. In principal, this cannot be done in one competitive silos.

Increase of the digitalisation effectiveness calls for appointing a function with authority and powers to exert impact on diverse areas of the company’s operation, bearing in mind that transformation of the whole organisation is the target, and not of its selected competencies. The role of talents capable of implementing tasks in the digital world is growing, and will continue to grow. Software replaces labour in digital companies. Even areas based on knowledge, such as oncological diagnosing, give in to the pressures of machines thanks to possible scanning and storage of huge quantities of medical examinations and MRI results of the patients. Digitalisation will be making way more boldly to the growing number of firm categories, automating the process of data synthesis.

Interestingly, it seems that in such reality the companies will be fighting ever more aggressively, to get hold of appropriate talents in the areas which cannot be automated. These areas include programming skills, conclusion intelligence and engineers  who define digital strategies, think creatively about new business projects. In effect, digitalisation will change the industrial landscape since, on one hand, it will give life to new, supra-sectoral forms of competition, and on the other hand will materially eliminate the barriers hindering the growth of the up to date internet sale.