Digital Business Transformation

Recent study: a good mood despite aimlessness

Only some German companies have a strategy and understanding when it comes to digital transformation. This is one of the results of the Dexperty study “Digital Business Transformation” Especially the smaller companies have a lot of catching up to do.

The results of a study published in September by Dexperty together with the market research firm INNOFACT AG provides in-depth insight into the current state of digital transformation in German companies. 600 marketing and IT managers were interviewed for the study with regard to the status quo and future prospects.

The results are ambivalent: On one hand, 67 percent of large German companies and 56 percent of the medium-sized enterprises have developed a clear understanding of and strategic plan for digital transformation. They see digital business transformation as the “digitalization of all imaginable company processes” (55%), the “development of new business models” (39%) and the “digitalization at the customer interface” (35%). Most of them are already successfully working on customer-focussed change processes. On the other hand, the number of small companies with a similar perspective is currently only at 43 percent.

The respondents indicated new business opportunities, technological developments and changes in customer requirements as the primary drivers of digital transformation. The greatest obstacles deemed to be outdated IT structures, the existing culture of the organisation, as well as a lack of resources and knowledge. Nonetheless, two-thirds of the marketing and IT decision-makers surveyed feel that they are receiving sufficient support from their bosses in company management in this regard.

There is a surprising discrepancy between the lack of concrete plans/strategies and the positive mood in general. Approximately 80 percent of those surveyed are at least satisfied with digital transformation in their companies and over 40 percent are even very satisfied. At the same time, only 42 percent of those surveyed are planning an overall strategy for 2015/2016 and 23 percent don’t yet have any plans at all.

When it comes to prioritizing the most important digitalization factors relevant to business, the topic of data protection (security) is at the top of the list for all sizes of companies. For large companies, the topics of Cloud Computing, Mobile and Big Data follow, whereas smaller companies see Social Computing including the use of blogs, wikis and social networks as being more relevant. The trending topic of the Internet of Things (IoT) also made the top 5 in the list.

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