Author :
Abstract
Dijital teknolojilerin gelişimi ve kullanımı bugünlerde yüksek düzeyde kamuoyunun dikkatini çekiyor. Dijitalleşme, dijital dönüşüm veya Endüstri 4.0 terimlerini çevreleyen medyada oluşan bilgi kirliliği nedeniyle, kesintinin kapsamı ve geçerliliği hakkında eleştirel sesler yükselmektedir. Bununla birlikte, inkar edilemeyecek olan şey, günlük yaşamımızın iletişim kurma ve kendimizi organize etme şeklimiz ile müşteriler olarak nasıl davrandığımız açısından temelden değiştiğidir. TripAdvisor'da restorana planlanan ziyareti bu şekilde öğreniyoruz. Ardından faturayı Apple Pay ile ödüyoruz, sürücüsüz bir UBER taksi sipariş ediyoruz (hala test aşamasında ama zaten onaylanmış) ve yatmadan kısa bir süre önce Snapchat'ta paylaşılan Airbnb'de kiralanan konaklama yerine gidiyoruz. Örnekle gösterildiği gibi, müşteri davranışındaki bu değişiklik, günlük hayata giderek daha fazla hâkim olmaya çalışan tek boynuzlu atlar adı verilen, milyar markın ötesinde bir şirket değerine sahip yeni şirketler yaratıyor. 2010 yılında kurulan bir çevrimiçi fotoğraf ve video paylaşım hizmeti olan Instagram, 2012'de Facebook tarafından bir milyar dolara satın alındı. O sırada şirketin 12 çalışanı vardı. Aynı yıl önde gelen fotoğraf ekipmanı üreticisi Kodak iflas başvurusunda bulundu. Mevcut pazar gelişmeleri ve dijital dönüşümün pazarlar ve şirketler üzerindeki etkisinin net olmaması, belirsizliğe ve oryantasyon bilgisi ihtiyacının artmasına neden oluyor. Bu da dijitalleşmenin aslında ne denli önemli olduğunu vurgulamaktadır.
Keywords
Abstract
The development of digital technologies and their use enjoy a high level of public attention these days. Due to the media hype surrounding the terms digitization, digital transformation or Industry 4.0, critical voices are rising about the extent and validity of the disruption. What cannot be denied, however, is that our everyday life has fundamentally changed in terms of the way we communicate and organize ourselves, as well as how we behave as customers. This is how we find out about the planned visit to the restaurant on TripAdvisor. Then we settle the bill via Apple Pay, order a driverless UBER taxi (still in the test phase, but already approved) and drive to the accommodation rented on Airbnb, which is shared on Snapchat shortly before bed. This change in customer behavior, illustrated by the example, creates new companies with a company valuation beyond the billion mark, so-called unicorns, which are increasingly trying to dominate everyday life. Instagram, an online photo and video sharing service founded in 2010, was bought by Facebook for a billion dollars in 2012. At that time the company had 12 employees. In the same year Kodak, the leading manufacturer of photographic equipment, filed for bankruptcy. Current market developments and the lack of clarity as to what influence the digital transformation will have on markets and companies lead to uncertainty and an increased need for orientation knowledge.
Keywords
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