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Viewed 220 times | Published on 2018-05-14 10:45:04


Schrader, Matthias
Transformationale Produkte: Der Code von digitalen Produkten, die unseren Alltag erobern und die Wirtschaft revolutionieren
BookID 20694812
ISBN 9783981871104
(see LibraryThing.com card)
Description (from Amazon)Matthias Schrader, Mitgründer und CEO von SinnerSchrader, stellt in seinem neuen Buch die Digitale Transformation vom Kopf auf die Füsse.

Wer die Digitale Transformation beim Unternehmen beginnt, hat schon verloren.

In der Zwischenzeit erobern digitale Produkte von Unternehmen wie Google, Apple, Facebook und Amazon den Alltag der Nutzer.

Sie dringen erfolgreich in Branchen wie Banken, Versicherungen, Telekommunikation, Handel und Automobil ein.

Vielen Unternehmen droht die Beziehung zu ihren Kunden zu entgleiten.

Sie werden austauschbar.

Matthias Schrader entschlüsselt in seinem Buch den Code hinter den Transformationalen Produkten, mit denen es Google & Co. gelingt, ganze Märkte neu zu formen.

Das Buch liefert zudem ein Playbook für die erfolgreiche Entwicklung von Transformationalen Produkten im Unternehmenskontext.

Am Ende schlägt es die Brücke zwischen Produktentwicklung und der Digitalen Transformation von Unternehmen.

Das klassische Marketing wird durch Transformationale Produkte zu einer Altlast und damit von einer Lösung zum Problem.

Die Waffen der Werbung (Promotion), Distribution (Place) und Preispolitik (Price) sind stumpf geworden.

Die Digitalisierung ist eine gewaltige Herausforderung an das Produkt, das vierte P im Marketingmix.

Der Fokus auf den Erfolgsfaktor Produkt zwingt die Unternehmen, sich auf den konkreten Wertschöpfungsbeitrag für ihre Kunden zu fokussieren.
My review: 3.5/5Without prejudice, this book is as close as it gets to a "digital transformation roadmap cookbook" and... reference book

Meaning: the author is not just a researcher, but serial e-startupper, and this book contains also a summary of what is on the digital transformation "concepts market" (as often any consultant or author tries to "push" her/his own concepts as "the" concept, such as summary is useful for anybody trying to find a supplier to support them in the long journey).

Eventually, his company became in 2017 part of Accenture, and this book was closed one month after that ownership change.

So, you can take it as both a manifesto and a guideline- but there is no pushing for services.

It is in German but even the author states that the book is actually written in "Denglish", a blend of German and English, as while talking about the digital economy, translating is betraying.

If you read books about "digital transformation", expect a significant amount of cross-references, overlaps, and cross-citations.

Frankly, the first two sections ("PROLOG" and "CASUAL ECONOMY") are probably not so interesting for those willing to use the book as a guideline- but those two sections could actually be more than useful to interact with business decision makers who might not be aware that digital transformation isn't just a matter of technology.

Or: with any paradigm shift, you have first to understand where you are and why the new paradigm is so different from your own- by looking at examples of adopters who actually were "natively digital", before moving onto those that embraced it.

The third section, "CODE", brings you to the key elements of the proposed approach, i.e. accepting that by creating products and services for the new socio-economical environment (not just for Millennials, also for those interacting with them), you lose a bit of control, compress the time between product releases and enhancements (not just in software: look at how cars are increasingly churning out new models, almost adopting a "fashion" lifecycle), and... embed your customers within the product and service (re)design activities.

Many books talk about "ecosystems", but then fail to explain what that means- and how it is built, as if that were a "fog of war" decision-making paradigm.

Instead, the author gives some useful concepts by adopting concepts from the software industry into organizational transformation, e.g. concepts such as "API" (ways to interact between different entities"), a little bit as in the early 1990s, when I was selling methodologies and explaining the "context" concept, but by recycling experience from politics and not from software.

Digital transformation requires designing products and services that have to be also to "grow with the market", and deliver also what Rifkin calls "marginal cost zero": even when delivering a physical produc, if the product is "intelligent" enough, beside the initial investment, you will get a product whose value added is actually generated by the additional services that the data allows, and maybe derived additional services.

Then, the "PLAYBOOK" section instead is a nice summary and structuring of various concepts that you probably heard of, but structured as a step-by-step (better: cycle-by-cycle) approach.

Probably, some of the material is exoteric, also if I liked it (e.g. the "Product field" approach), and can be easily replaced by others that you are already familiar with.

But it is worth reading this session also for an added bonus: a list of "concepts" that are common in the "digital transformation" industry, with a short commented bibliography for each concept.

Incidentally: most of the book references are anyway in English (and I will share some of my reviews soon)

[review posted on LibraryThing.com on 2018-05-14]
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