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Digital Business Evolution Model 

Why 'Evolution' model?

The Digital Business Evolution Model as a simple way to help companies think about the journey to digitize the products and services, business operations and eventually, the entire business value chain. In order to achieve sustainable value, change needs to happen all through the organization.

Traditionally, a ‘transformation’ implies there is a start and an end point, with specific changes occurring to achieve the end result. In reality, the shift in consumer behaviour, digital technology trends and emerging digital business models are occurring continuously over time. Over the next couple of years, companies will see more developments in the digital economy that will impact the global business landscape. As such, managing digital disruption in an organization will need to be an on-going process – an evolution.

The 3 levels of digital business evolution:


    • This level involves external touchpoints and interactions with customers. Transformation at this level enables companies to better understand the needs and behaviours of the digital customers, as well as improve the way they access and interact with these customers.​


    • This level involves elements that the organization offers to customers, for example product or service digitization, as well as incorporation of digital elements to physical locations. Changes at this level are a little more complex to implement, but bring demonstrable benefits.  ​


    • This level involves elements that trigger transformation at the core of the business operations. It involves understanding how the organization needs to evolve in order to succeed in the increasingly digital business landscape. The Access and Enable level transformations will also trigger the need for change at the Integrate level to ensure sustainable benefits.

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