More than technology enablement, digital reinvention should be approached from a business perspective with a focus on creating organization-wide value. Across functions, there are a myriad of opportunities for value creation. Consider:  
Improve customer experiences: Businesses are unearthing new ways to understand and meet quickly changing customer needs with greater agility. For example, with infrastructure that supported dynamic campaigns, HomeAway launched In just weeks the RerouteSanta.com website to eight different markets and seven languages, reaching over 300 million visitors. In the process, they assuaged a major concern that was keeping families from traveling over the holidays.
Optimize operations: Connecting and fortifying operations like the supply chain is critical to ensuring a resilient value chain. For example, East Tennessee Children’s Hospital optimized its supply chain workflow and, in the process, expects to save $1.3 million in costs in year one while giving staff more time to focus on patient care.
Bring new business models to market: Perhaps the most vital aspect of digital reinvention is the ability to create and capitalize on new revenue streams supported by new digital business models. For example, a payment provider launched a new line of business in less than a year with the help of pipeline orchestration, scaling, and automation. The launch — in an unprecedented timeframe — allowed the provider to maintain its leadership position while meeting new customer needs.
Pursue greenfield opportunities: A digital platform for innovation is a launchpad to greenfield opportunities like IoT, machine learning, and artificial intelligence that allows the organization to create a continuous cycle of greater experimentation and innovation. For example, Fugro brought to market a new IoT service based on Docker containers and Amazon Web Services (AWS) that afforded it a new opportunity to replicate its environment in new global regions on demand.

Digital Reinvention Isn’t One and Done
Business is dynamic and your digital reinvention should be, too. To create sustainable value that adapts and grows with the business, pursue a journey of continuous improvement that allows the business to experiment, learn, iteratively improve, and quickly launch successful projects to market.To read this article in full, please click her
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