{"id":304,"date":"2015-11-18T11:12:59","date_gmt":"2015-11-18T10:12:59","guid":{"rendered":"http:\/\/www.lestarif.fr\/?p=304"},"modified":"2015-11-18T11:12:59","modified_gmt":"2015-11-18T10:12:59","slug":"what-doing-digital-really-means-in-one-simple-map","status":"publish","type":"post","link":"http:\/\/www.lestarif.fr\/?p=304","title":{"rendered":"What \u2018doing digital\u2019 really means, in one simple map"},"content":{"rendered":"

Article dans MWD Advisor<\/a><\/p>\n

Friday, November 13, 2015 by Neil Ward-Dutton<\/a><\/p>\n

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In my earlier post (Making sense of Digital: is \u201clook at Uber and Airbnb\u201d the best we can do?<\/a>) I highlighted how we might be in danger of obsessing over what companies like Uber and Airbnb do, and how they\u2019re disrupting existing industries; and thereby missing a bigger picture.<\/div>\n<\/div>\n

Uber and Airbnb are of course attention-grabbing, because they\u2019ve used digital technologies to enable them to grow fast and serve massive customer bases<\/em> \u2013 by co-ordinating external resources and managing market information (matching supply and demand) in new, more efficient ways. But digital technologies are also important because they can enable large, established organisations to act small, at scale<\/em>.<\/p>\n

So clearly there\u2019s more to \u2018what doing digital\u2019 really means than \u2018doing an Uber\u2019. But we urgently need to find a way to lay everything out clearly \u2013 because everywhere we turn, we find that different people talk about \u2018digital\u2019 while meaning completely different things.<\/p>\n

Here\ufffdare the four groups we come across most often:<\/p>\n