Trends Report

Architecting Digital Business Transformation

Australia Post's Customer Experience-Driven Enterprise Architecture Guides Pervasive Transformation

March 31st, 2015
Charlie Dai, VP, Principal Analyst
Charlie Dai VP, Principal Analyst
Alex Cullen, null
Alex Cullen
With contributors:
Martin Gill , Michael Barnes , Di Jin , Flora Zhang

Summary

Digital technology is transforming markets. Companies engaging in markets undergoing transformation are finding that their traditional products — and their product-centric mindset — no longer fulfill customer needs. Tradition-defined companies must develop a new understanding of customers, rethink their products, and reinvent themselves internally as digital businesses. Enterprise architecture (EA) is the bridge between customer understanding, digital products, and digital operational excellence — but few firms know how to build this bridge. This report describes the strategic approach that 2014 EA Award winner Australia Post — a traditional firm reinventing itself in the face of changing markets — took to architecting its digital transformation. EA professionals in established firms should apply this approach to guide their own firm's transformation.

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