“Digital Transformation is so last year. While many legacy companies around the world are still grappling with “transforming” their digital ecosystems, the true leaders are already on to next hot topic: Digital Transformation 2.0. We’ll call it ‘Digital Reinvention.’ ” Media relations agencies, aka PR agencies, must be under constant pressure to get messages published however they can. I’m flooded with teasers such as this one. And few, if any, take the time to know if their target is a good place for the news. It’s almost like there is no strategy other than send out as many promos as possible and hope some land.

Most I just delete. Then I get the inevitable follow up, when are you going to run my news (that probably doesn’t apply to your coverage but I need numbers)?

I bit on this one. Is Digital Reinvention an attempt to coin a new marketing phrase? Is it a real thing with a real definition? Dr. Google told me that the phrase has been around for several years, but it has not caught on. Maybe Rick Bullotta will catch on with Industry 4.5? (Search on LinkedIn)

The press release introduced me to Alfresco co-founder John Newton. He was quoted, “the whole notion of infinite computing, infinite storage, and resilience is just completely different.” Those changes are having a profound impact on how companies think about their future. Cloud adoption is happening at the speed of light as companies embrace the idea that they are no longer limited by server space. Responsive design and responsive applications are driving not just apps, but the entire business model. Companies like Uber, Airbnb, TaskRabbit and the behemoth, Amazon, are taking those words to heart and constantly reinventing each day.

So, I talked with Newton. He mentioned they had done a survey on what companies were achieving with Digital Transformation, how fast they were growing—innovative, size, etc. That formed the foundation for his thoughts. He told me to look at platform, design, and business operations. How open are they to connecting to customers and suppliers. Innovators looked at Digital Transformation not as technology only but also as business operations stretching to customers and supply chain.

Newton called out ‘design thinking’ that looks from the users point of view to make technology human. Another type of today’s thinking is ‘open’—open source, open standards, open architecture. “This will trump all other forms. It is naturally attractive to customers. The more profound is platform thinking. This is dominating in the stock market. Five of the top 10 value companies are platform plays, including Google, Apple, Facebook, Amazon. They have a long term relationship with customers. In manufacturing think after-service care, maintenance and service relationships. Product is almost a loss leader. Digital twin is part of the platform play, for example, using it to predict failures.

Twenty-five minutes into the conversation, Newton had not tried to sell me on Alfresco. I had looked him up and noted he had founded Documentuum before founding Alfresco. So, I had to ask. Always need to learn about new companies. “We help create and manage documents and processes,” he told me. “We have a different way of thinking—open, open source, architecture, cloud friendly, AWS templates, manage in a matter of minutes.” Sounds interesting. All of my favorite concepts.

Share This