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Digital disruption underway as 4 in 10 industry incumbents face extinction

James Henderson (Computerworld New Zealand) | June 29, 2015
The effect of digital disruption on business has the potential to overturn incumbents and reshape markets faster than perhaps any force in history.

The effect of digital disruption on business has the potential to overturn incumbents and reshape markets faster than perhaps any force in history.

According to a new report released by Cisco, the Global Center for Digital Business Transformation (DBT Center), digital disruption will displace about 40 percent of incumbent companies in each of the 12 industries studied for the report within the next five years.

Despite digital disruption's potential to overturn incumbents and reshape markets, the survey indicated 45 percent of companies do not believe digital disruption merits board-level attention.

"Every country, every city and every business will be required to become digital in order to thrive and survive in the new digital economy," says Martin McPhee, senior vice president, Cisco Consulting Services.

"The Global Center for Digital Business Transformation, which brings together digital disruption and education, will serve as a platform for executives to be educated on the why, what and how required for their digitisation journey and the ultimate sustainability of their organisations."

McPhee says most executives surveyed see digitisation as a positive for business and society.

In fact, 75 percent of executives surveyed believe that digital disruption is a form of progress, 72 percent said it improves value to customers and 66 percent feel it empowers individuals.

At the same time, 43 percent either do not acknowledge the risk of digital disruption, or have not addressed it sufficiently while only 25 percent describe their approach to digital disruption as proactive.

Among the 12 industries highlighted in the report, Technology Products & Services has the highest potential for disruption over the next five years.

However, the report also shows data-driven industries in general top the disruption potential list, including media and entertainment, telecommunications, financial services and retail.

According to the report, these are industries that rely on technology-enabled networks to exchange digital value, including data and transactions.

In addition, McPhee says the disruption is being driven by well-funded start-ups, digitally proactive competitors and, increasingly, the merging of industries as digitisation frees businesses to expand their value in new markets.

On average, executives from incumbent companies in all 12 industries revealed that they expect substantial change due to digital disruption, including shifts in market share within five years.

Yet, the survey indicates that nearly a third of incumbent companies are taking a "wait and see" approach, in the hopes of emulating successful competitors.

"It's not just business models that are changing, it's value chains and product offerings as well," adds Michael Wade, Director of the DBT Center and Professor of Innovation and Strategy, IMD.

"Digitisation is not just changing industries, it is increasingly blurring the lines between them.


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