In a report released Monday — “From Digitally Disrupted to Digital Disrupter” — Accenture challenged that notion, and suggested that in the coming years traditional companies will emerge as big innovators in the digital world:
If the last decade has been seen as the playground of the digital start-ups—overnight sensations such as Instagram and Twitter, Zipcar and YouTube, TripAdvisor and Airbnb — then the coming decade will see the emergence of the traditional companies as digital giants.
Accenture chief technology officer Paul Daugherty says he’s seeing a mind-set change as companies put a priority on digital skills and experience, which is creating different results.
“If I look back over the last couple years the large organizations were a little on their back foot with respect to digital,” Daugherty said. “We do see a change in the way big companies are approaching digital — really incorporating it into their core strategies of what they’re doing.”
Daugherty pointed to the example of Tesco, the largest food retailer in Britain. It has created a digital super market in an airport, streams online entertainment and sells its own tablet. And there’s Disney, which is changing the theme park experience through wristbands that will help visitors avoid long lines and receive other perks. General Motors has opened the APIs around OnStar which has led to RelayRides, a ZipCar competitor.
While Daugherty acknowledges start-ups will still disrupt some large players, he says big companies are positioned to change the world in their own way.
“If you think about digital and the potential of it, scale matters,” Daugherty said. “… Like other revolutions, the large organizations do adapt and change their business models, elevate assets and drive the innovation.”