Digital Business Transformation

Aimlessly satisfied into the new year?

The “Digital Business Transformation” study published by Dexperty in September 2015 provides detailed insight into the state of digital transformation in over 600 German companies and the future perspectives. Some of the results are surprising.

What does digital business transformation mean to companies? According to a study published in September by Dexperty together with the market research firm INNOFACT AG, 55% of the respondents consider it to be the “digitalization of all conceivable company processes“, 39% see it as the “development of new business models” and 35% view it as “digitalization at the interface to the customer“.

600 marketing and IT managers were surveyed for the study on the status quo and the future perspectives. The results are ambiguous. On the one hand, 67 percent of the larger and 56 percent of the medium-sized companies in Germany have developed digital transformation strategies and are already working largely successfully on customer-centred change processes. Among smaller companies, on the other hand, the figure is currently just 43 percent. This is where there is the most pronounced need to catch up and we will probably be seeing this in 2016.

Whereas “new business opportunities”, “technological change” and “changing customer needs” were indicated as the strongest motors for digital transformation, the largest obstacles are also no secret: obsolete IT structures, conservative organization cultures and a lack of resources and know-how.

Surprisingly, two-thirds of the marketing and IT managers surveyed feel that they receive adequate support from company management. And approximately 80 percent of the respondents are at least satisfied with the digital transformation in their company. Over 40 percent are even very satisfied. However, 42 percent of those surveyed are only starting in 2016 with planning of an overarching strategy and 23 percent have no plans at all. Aimlessly satisfied?

Nevertheless, most of them already have a priority list and the subject of security is at the top of this list across all sizes of companies. For the larger companies, this is closely followed by cloud computing, mobile and big data. Smaller companies see social computing as particularly important. This includes the use of blogs, wikis and social networks. The trending topic Internet of Things (IoT) was also among the top 5 priorities.

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