29
de Desembre
de
2016 - 06:00
Act.
30
de Desembre
de
2016 - 18:18
With only days left until the end of 2015, there is a rush to find out what the new year will bring. Without wanting to dismiss the last 365 days, we have come up with a list of the gadgets, books, news… that we think will determine the new year. Also, in the digital sphere there is this eagerness to know what 2016 will be like. According to Genís Roca, an expert in digital transformation, there are six concepts to pay special attention to in 2016: the net, management, executives, the law, the public and ethics.
Roca explained the six concepts during a recent informal lunch in Barcelona organised by 22@Network bcn, which is headed by Ramon Salabert. In the meeting Transformació Digital. Tendències tecnològiques per al 2016 (Digital Transformation. Technological trends for 2016), the member president of Roca Salvatella analysed the future trends of so-called digital transformation and how they are altering our personal, professional and business surroundings.
1. The net
Mastering the net is one reflection for 2016, according to Roca. Today is not only about mastering processes or maintaining control of online reputations, but it is also important to master the flow of personal data. "Digital means that you are efficient if you are good at logistics, reputation and the flow of data, because today everything is data: we want to know if there is a lot of traffic or not on the Ronda de Dalt, whether that machine is turned off or not... data, data, data," says Roca.
2. Management
"I believe that the Internet is reaching a point of maturity because at the beginning it was a technological issue, later a marketing issue and now everyone agrees that it is an issue of management," Roca points out.
According to the expert, digital has made a leap forward: it is no longer the responsibility of the marketing department or social networks, but the general management of a company also has to get involved in the process. "The proof that digital is mature is that no one now talks of Facebook fans, but of results and statements of income."
3. Executives
Roca is blunt: "The digital divide is hanging over us." Genís Roca thinks that "the most serious thing is not that there are sectors of the population without digital access, but that there are sectors of the population who take decisions that are not digital." In his opinion, it is advisable to analyse a company's digital intensity, given that it is not normal for the general management to have a cohesive vision of the impact digital has on the business. "What often happens is human resources do not see it, the financial department does not care, marketing thinks that... etc.," he argues jokingly.
The expert promotes not only the existence of this cohesive vision of the importance of digital on the company, but that decisions be taken from this point of view. And lastly, the best thing, as he suggests, is for the company to know how to become informed about the novelties that could improve decision making. "Is the management ready for 2016?" asks Roca.
4. The law
The current rules are another aspect to keep in mind for 2016. "In general, we need a different type of regulation," Roca says. The president of Roca Salvatella declares that today "the regulators are more concerned about protecting what is to come than developing things as they should be," providing the example of the four years of debate it took the European Union to agree data protection rules, which were passed on Tuesday December 15 in Brussels.
5. The public
The leading role of the user-citizen is related to the new concept of the sharing economy, which Roca pays special attention to. "The sharing economy hides so many different things that it is surprising that some platforms could have lasted a minute under the same umbrella," he reflects. The examples he gives are Airbnb and Uber, two operators contested more than once by their traditional competitors. "Both are platforms that have nothing of the sharing economy about them, they are platforms that include a market. For me, Airbnb and Uber are transactional platforms on a large-scale, ultra-liberal operators that follow the American model of no rules."
Roca rounds off the reflection: "If Airbnb and Uber are part of the sharing economy, we have to agree that Ebay is too. But then if Ebay is, so is Don Piso, because it puts two parties in contact who can conduct some type of exchange and that is not the case." On the other hand, he gives the examples of Barcelona's Banc del Temps (Time Bank) or places that do 3D printing.
6. Ethics
According Roca, "there is no company in the world that can withstand an ethics analysis, no one can." The expert thinks that ethics is linked to perception and effort. "The first we connect with the fact of comparing it with another option, to discern which of the two might be more ethical." He explains that this analysis is what makes the sharing economy fabulous: "If you give the user two options, he or she will always prefer the most ethical, except when you can discern the effort: such as price, the channel, etc."
Roca explained the six concepts during a recent informal lunch in Barcelona organised by 22@Network bcn, which is headed by Ramon Salabert. In the meeting Transformació Digital. Tendències tecnològiques per al 2016 (Digital Transformation. Technological trends for 2016), the member president of Roca Salvatella analysed the future trends of so-called digital transformation and how they are altering our personal, professional and business surroundings.
|
| Genís Roca and Ramon Salabert, before the talk . Lluís Valcárcel |
1. The net
Mastering the net is one reflection for 2016, according to Roca. Today is not only about mastering processes or maintaining control of online reputations, but it is also important to master the flow of personal data. "Digital means that you are efficient if you are good at logistics, reputation and the flow of data, because today everything is data: we want to know if there is a lot of traffic or not on the Ronda de Dalt, whether that machine is turned off or not... data, data, data," says Roca.
2. Management
"I believe that the Internet is reaching a point of maturity because at the beginning it was a technological issue, later a marketing issue and now everyone agrees that it is an issue of management," Roca points out.
According to the expert, digital has made a leap forward: it is no longer the responsibility of the marketing department or social networks, but the general management of a company also has to get involved in the process. "The proof that digital is mature is that no one now talks of Facebook fans, but of results and statements of income."
3. Executives
Roca is blunt: "The digital divide is hanging over us." Genís Roca thinks that "the most serious thing is not that there are sectors of the population without digital access, but that there are sectors of the population who take decisions that are not digital." In his opinion, it is advisable to analyse a company's digital intensity, given that it is not normal for the general management to have a cohesive vision of the impact digital has on the business. "What often happens is human resources do not see it, the financial department does not care, marketing thinks that... etc.," he argues jokingly.
The expert promotes not only the existence of this cohesive vision of the importance of digital on the company, but that decisions be taken from this point of view. And lastly, the best thing, as he suggests, is for the company to know how to become informed about the novelties that could improve decision making. "Is the management ready for 2016?" asks Roca.
 |
| The auditorium during Genís Roca's presentation . Lluís Valcárcel |
4. The law
The current rules are another aspect to keep in mind for 2016. "In general, we need a different type of regulation," Roca says. The president of Roca Salvatella declares that today "the regulators are more concerned about protecting what is to come than developing things as they should be," providing the example of the four years of debate it took the European Union to agree data protection rules, which were passed on Tuesday December 15 in Brussels.
5. The public
The leading role of the user-citizen is related to the new concept of the sharing economy, which Roca pays special attention to. "The sharing economy hides so many different things that it is surprising that some platforms could have lasted a minute under the same umbrella," he reflects. The examples he gives are Airbnb and Uber, two operators contested more than once by their traditional competitors. "Both are platforms that have nothing of the sharing economy about them, they are platforms that include a market. For me, Airbnb and Uber are transactional platforms on a large-scale, ultra-liberal operators that follow the American model of no rules."
Roca rounds off the reflection: "If Airbnb and Uber are part of the sharing economy, we have to agree that Ebay is too. But then if Ebay is, so is Don Piso, because it puts two parties in contact who can conduct some type of exchange and that is not the case." On the other hand, he gives the examples of Barcelona's Banc del Temps (Time Bank) or places that do 3D printing.
6. Ethics
According Roca, "there is no company in the world that can withstand an ethics analysis, no one can." The expert thinks that ethics is linked to perception and effort. "The first we connect with the fact of comparing it with another option, to discern which of the two might be more ethical." He explains that this analysis is what makes the sharing economy fabulous: "If you give the user two options, he or she will always prefer the most ethical, except when you can discern the effort: such as price, the channel, etc."