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Operationalization in Practice

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Company Information © msg systems ag, Ismaning/Munich, 2015 All rights, including translation into foreign languages, reserved. No parts of this work may be reproduced in any way shape or form without the express written consent of the publisher, nor may any parts hereof be processed, reproduced or shared in electronic form. Publisher: msg systems ag Authors: Lisa Daske, Ralf S. Engelschall, Carol Gutzeit, Rafael Kansy, Achim Müller, Michael Schäfer and Erwin Wacha (msg Applied Technology Research) Editing: Susanne Koerber-Wilhelm, msg systems ag Design, layout and graphics: msg systems ag Acknowledgments On behalf of the authors I would like to thank everyone who contributed to the development of this document. Without them this document could not have been completed. These are: Dennis Bayer, Bernd Endras, Detlef Groth, Stefan Haustein, Volker Karge, Rudolf Koster, Ralf Neubauer, Marcus Ranz, Volker Reichenbach, Mark-W. Schmidt and Christian Schmitz. Ralf S. Engelschall, msg Applied Technology Research

Preface Digitalization has caused a considerable shift in the economy and society. To prevent being left behind by these developments, companies must actively work to shape them - regardless of their industry. Of course, there are clear differences between the individual industries: In some cases, for example, telecommunications providers and utilities companies have already made greater progress than banks or insurance companies. Taking a backseat is not an option for anyone. “Short fuse, big bang” - that is many people’s credo when it comes to risk. Digitalization has resulted in the appearance of new competitors on the scene, such as Google, Apple, Amazon and Facebook. They are pros at digital business transactions and with such proximity to customers they are also able to offer their users products that allow them to quickly compete with companies from a variety of industries who have not yet made the move to digitalization. Whether the self-driving vehicles that Google is currently working on or insurance products through Amazon, this means they pose a threat to established companies and should not be underestimated. In doing so, however, they also provide opportunities for new business models and new fields of business. In our opinion, digitalization means first and foremost making the customer’s perspective your focus. Meaning, the customer experience becomes a digital and innovative customer journey. In the future, business models will have to be more closely aligned with customer benefits and a new type of customer behavior. Effectively capturing the customer perspective can be very challenging for companies at times. Yet, doing so is necessary to advancing one’s own business model. The digital transformation cycle describes how companies can develop a digital vision for a product or service as part of an interdisciplinary transformation project and then actually realize that vision with the support of IT. This is an approach we have already successfully used and implemented in a variety of use case scenarios and projects. That is why we decided to introduce the digital transformation cycle to a wider audience and in doing so, providing assistance in the concrete realization of digital transformation. Do not wait any longer! Those who embrace digital transformation now will have the chance to grow with it! We hope you find this paper inspiring! How can companies deal with this? Our customers usually say, “Digital transformation: sure, but how?” We are absolutely convinced that: Employing the right method is the key to success in this case. The whitepaper at hand presents the “digital transformation cycle”, a concrete approach model for how you, as a company, can effectively implement digitalization on an operational level - from the initial idea to the sustainable solution - as part of your enterprise architecture. Frank Plechinger Member of the Board of Directors at msg 3


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Über msg

msg ist eine unabhängige, international agierende Unternehmensgruppe mit weltweit mehr als 6.000 Mitarbeitern. Sie bietet ein ganzheitliches Leistungsspektrum aus einfallsreicher strategischer Beratung und intelligenten, nachhaltig wertschöpfenden IT-Lösungen für die Branchen Automotive, Banking, Food, Insurance, Life Science & Healthcare, Public Sector, Telecommunications, Travel & Logistics sowie Utilities und hat in über 35 Jahren einen ausgezeichneten Ruf als Branchenspezialist erworben.

Die Bandbreite unterschiedlicher Branchen- und Themenschwerpunkte decken im Unternehmensverbund eigenständige Gesellschaften ab: Dabei bildet die msg systems ag den zentralen Kern der Unternehmensgruppe und arbeitet mit den Gesellschaften fachlich und organisatorisch eng zusammen. So werden die Kompetenzen, Erfahrungen und das Know-how aller Mitglieder zu einem ganzheitlichen Lösungsportfolio mit messbarem Mehrwert für die Kunden gebündelt. msg nimmt im Ranking der IT-Beratungs- und Systemintegrationsunternehmen in Deutschland Platz 7 ein.

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