HdBW Digital Culture & Trendwatching

HdBW students – Master Program

This page contains all general information about the course digital culture and trendwatching.

Contact info:
email: tom.fleerackers@kdg.be
skype: tom_fleerackers

Slides used in class:
Our Digital World02
Value Proposition Canvas03
Digital Evolution04
Disrupting Business05

Digital Value Model:
These movies and links will help you in using the Digital Value Model.

Check out my two blogposts as:
Creating operational excellence with the digital value model
The human side of the digital value model

The human side of the digital value model.


Have data help your value proposition


Intelligence Augmented empowers your value proposition


The user interface helps you simplify your value proposition


Further reading:
Brainchains – Theo Compernolle (2014)
Contagious: Why things catch on – Jonah Berger (2016)
The Day after tomorrow – Peter Hinssen (2017)
When digital becomes human – Steven Van Belleghem (2015)
Customers the day after tomorrow – Steven Van Belleghem (2017)
Technology vs humanity – Gert Leonhard (2016)
X: The experience when digital meets design – Brain Solis (2015)

Value Proposition Design – Alexander Osterwalder (2014)
Trend Driven Innovation – Henry Mason (2015)


You keep a digital record of all your assignments.
You wire-transfer your portfolio to tom.fleerackers@kdg.be  on the due date through wetransfer.com.
Due date is Friday 25/01/2019 – 12:00 (noon) – the stamp on the wetransfer-mail is your verification!

Please make sure to have a source reference where necessary, and that your name is on each assignment and your portfolio.
Please label your documents with the “assignment name_your name”.

0 Class assignment
Re-Thinking mobility in the future
What’s the future of automotive?
Check AssignmentFall2018

Consumer Trend Canvas

1 Digital is disrupting our lives
How do different generations deal with digital in their life.
Describe your (customer) journey and one of somebody else in the same situation. Make sure that you differ in ‘digital’ generation.  Describe the impact of digital technology in this situation for the both of you.
You are free in the way you describe that journey BUT it needs to be supported by visual elements (photo, movie, drawing, …).
Besides your discription of this journeys, you need to make a conclusion!
What did you notice?
Where do they differ?
Where are they the same?
What’s the impact of digital technology on the lives of these people.
Inspiration can be found in the previous section – 10 Flatteners.

2 Past, Present & Future Outlook
You search for 3 articles on the web about the digital evolution. You link each article as a comment on the Digital Outlook page. You comment on each article, situating the phase the article is writing about.
These articles need to be in English and date between 01/09/2018 and 25/01/2019.

The title of your article = title of the comment
Hyperlink to the original article + resource of the article + publication date
Comment on  & situate the article (f.i. agree, disagree, experience, ….)
[Please be aware that for your comment to show, I’ve got to approve it. This can take up to 24h, so please be patient. After this approval you’re free to post any comments.]
[You don’t need to insert this assignment in your digital portfolio]

3 Digital Businesses
Go to the previous section – web 1.0, web 2.0, web 3.0 …. a bird’s-eye on a definition of check the slides.
Search for each phase(1, 2 and 3) a company example (of an existing business).

[Each company/business can only be taken once by the student group!]
You share your web-businesses in the comments below (on this page) and validate at least 2 other businesses from your colleagues through a reply on that comment.
Your comment argues why these companies are (or are not) phase 1.0, 2.0 or 3.0 companies (use the indicators from class and presentation).

Prepare a brief presentation of each web business type
Each presentation (ppt, keynote, ….) has
– an up-to-date  company profile (name, description of the core business, company size, short history, number of employees)
– an explanation on why and how this web-businesses is web 1.0, 2.0, 3.0 or 4.0
For the HdBWstudents there is a restriction: You cannot take Amazon, Apple, Starbucks, IKEA, Toyota, Domino’s Pizza, Nokia, Google, Snapchat, WeChat, What’sApp, Facebook, Twitter, LinkedIn, YouTube.

4 Create a Value Proposition Canvas (VPC) for your web 1.0 business (from assignment 3) which discribes the ass-is situation = NOW
You describe the basic (off-line) value proposition of your web 1.0 company and the customers segments this value proposition serves.
Then you descibe the value proposition which is delivered through the website of that company. Focus on what problem your company tries to solve or what need it serves.


5 Create a Digital Value Model (DVM) for your company which let’s your company evolve in its digital evolu
You reshape your phase 1 company into a phase 2, 3 or 4 by using the digital value model.

Digital Value Model

Each student can be coached on DVM over Skype. Please make appointments in time.
Skype appointmenst will be done between November 12th and November 23th.

You need to have this prepared for November classes.

Each students looks for 2 professional non-automotive magazines.
In both magazines you search for minimum 2 ‘things’ (technological, behavioural, ….) /articles, that you could implement in the future of mobility-case.
In class we’ll work with these articles!


60% on Portfolio assignments (1-5) – Individual Scoring
40% on Class/Group assignment (0) – The future of automotive
(20% on the group paper you hand in, 20% on the presentations)

  • Level 0 – (0-6) Unsufficiant:
    The student does not give a solution to the answer.
    The student lacks to analyse the case.
    The provided solution is out of ‘scope’ of this case.
  • Level 1 – (7-11) Partial Knowledge:
    The student is answering the right questions, and is proposing a sufficiant solution. The sollution lacks sufficient analysis adnd/or inproper reference.
  • Level 2 – (12-16) Good
    The student’s solution is a suitable answer to the posed question. The solution is well analysed and has proper reference to support it.
  • Level 3 – (17-20) Higher Potential
    The student’s solution is challenges the question. The level of solution surpasses the suitable answers and tackles a wider perspective. The solution is properly analused and has reference to support it.
18 comments on “HdBW Digital Culture & Trendwatching
  1. Ludwig Kleemann says:

    Phase 1: Waschtreff (http://www.waschtreff.de)
    Phase 2: Chefkoch (https://www.chefkoch.de)
    Phase 3: SAP (https://www.sap.com/index.html)

    • Alina Rosenberg says:

      I totally agree with Chefkoch because the website does not only provide receipts and information about food but established a big community to enable their users to create own content and additionally, exchange information with other users.

      I am not sure about your third example. I agree that SAP offers to their clients solutions with IoT and Extended Reality but I cannot find the web 3.0 experience on their website. They don’t include semantic content in their web page, so for me it belongs to the Web 1.0. Please let me know if I am wrong or just couldn’t find the extended version of the website.

      • Ludwig Kleemann says:

        Hi Alina,

        Thank you for your response! I think we have a different understanding about the web-business we have to find. In my opinion we should find a web-business which fits to phase 3 in general and not just the website. You might be right if we just have to analyze the website by itself, maybe we should discuss this in class.

        Nevertheless, I saw SAP with its machine learning platform “SAP Leonardo“ which runs on a SAP cloud platform as a phase 3 – or smart web-business because of its semantic web, where all information are categorized and stored in such a way that a computer can understand it as well as a human.

        If you are interested in, you can take a look how SAP Leonardo works on this short video:

        Please let me know if you have further questions!

    • Jannis Klocke says:

      I also agree on Phase Phase 1 and two as Waschtreff offers only Informations without any Interactions and Chefkoch is build by its user generated Content.

      On Phase 3 I am also not sure. I would say that some of the SAP Support Tools, like SAPNotes and the other Troubleshooting Tools qualify as Semantic Web, as they offer Information that is stored for Humans as well as for artificial Intelligence(SAPNotes). Also SAP would probably be one of the first Companys that link theyre Web-Services directly to the physical objects of Clients like Computers, Printers etc.
      Concluding I would say that SAP as a Company qualifys for Web3.0 while the Website alone without the offered tools does not.

  2. Alina Rosenberg says:

    Zalando Online Shop: Web 1(Presenting the products)
    YouTube: Web 2 (Social Interaction)
    Mister Spex: Web 3 (AR: try out glasses online)

    • Alina Rosenberg says:

      Instead of YouTube: Pflege.pro (https://www.pflege.pro)

    • Jannis Klocke says:

      Agree with Web 3, as ist features a mixed and therefore augmented reality by combining the glasses virtually with the Face of the users.

      As for the Phase 2 I agree, because of its user generated Content in the Sections `Forum` and Community as well as its Social Networking features in the affromentioned Sections.

      Zalando.com offers many features of Web1.0 as it is a source of Information but being a company that offers pure Online-Services I would have to disagree and categorize it in Phase 2. The Section `Get the look` for example allows the User to follow certain `trendsetters` and to get Information about their newest looks (Even though I would call this a scheme because I believe this content is just generated from Zalando) and buy them in a whole pack (https://www.zalando.de/get-the-look-damen/?styleFilter=style_extravagant).
      Also the Interaction with the Shop itself (buying the Items) and the Client-Service would, in my opinion qualify as Web 2.0 Features.

    • Philipp Holzhacker says:

      For me the examples for Web 2.0, as well as 3.0 are very aptly chosen. Only with the website for Web 1.0, I do not agree one hundred percent. In my opinion, Zalando has the possibility to get contiguous products proposed. For example, after a certain keyword search, it is often offered that customers who have purchased these articles have been interested in the following additional articles. That’s why I’d rather call this site Web 2.0. Nevertheless, I think that the other two examples were chosen very aptly.

  3. jrgplutte says:

    Phase 1: Vortex (https://www.vortex.com)
    Phase 2: DSTLD (https://www.dstld.com)
    Phase 3: Magic Leap (https://www.magicleap.com)

    • Ludwig Kleemann says:

      Hi Jörg,

      I think you did a great Job. Even if I do not understand what vortex.com is doing or selling, it’s a “read-only” Website and fits to phase 1.

      Your phase 2 company (dstld.com) is a good fit, too. Besides its online shop the website gives the user the opportunity to rate and to write a review to each product – the customer has the chance to interact and to give his personal opinion which he can share with other customers. Dstld.com also has a real time customer support service where you can start a Live Chat with an employee. On top dstld.com is very active on Instagram. On social media channels like Instagram not only the company can reach their audience but also give their customers the chance to interact with each other.

      Finally I totally agree with your phase 3 company. Magicleap with its VR technology is a perfect example for the Web 3.0. It combines the real with the virtual world by giving the human a tool to interact with the technology in real-time.
      I would love to try the Magicleap One by myself one day..

    • Franz Dorschner says:

      Hi Philipp,

      In my opinion you have found very representative examples for the 3 different web phases. Your phase 1 website is a very “old-fashioned” read-only website where you can only get brief information about the butcher shop itself and the opening times of it and there is no interaction between the users and the company.
      This is completely different in your phase 2 company Scott-sports, because not only does it offer a very professional looking online shop but also includes a community function where you can get tips & tricks for using, stowing and riding your bike or check out different stories of other users, which in my opinion is a very cool way of interacting with each other.
      In your phase 3 example I had a hard time figuring out what is special about the VW car configurator and what really sets it apart from all the other car configurators to really being able to call it a phase 3 company, until I found out that through the usage of virtual reality you get to see all the details you have built in the car during configuration. This is an awesome way of experiencing the “car of your dreams” without having to buy it in advance and even though VW isn’t the only car manufacturer offering this functionality nowadays, it is still a great benefit for every potential customer and therefore I would totally agree with you that it is a good example for web 3.0

  4. Benjamin Schulz says:

    Web 1.0:
    Company: Züblin ( Construction builder)

    ▪ Mono-directional user interaction
    ▪ Only scearching for information
    ▪ Read only

    Web 2.0:
    Company: Cisco (Tech Company)

    ▪ Usage of support -community platform
    ▪ Collaborative content creation and modification
    ▪ Supports collaboration and helps gather collective intelligence
    ▪ Interaction and participation of customers to solve problems
    ▪ Including tags to sort topics
    ▪ Including micro-blogs (like twitter)
    ▪ Mobile version possible

    Web 3.0
    Company: WDR ( Media Company)

    Customer is experiencng and learning in a virtual reality about coal mining

    • Benjamin Schulz says:

      and argumented reality (360° view)

    • Philipp Holzhacker says:

      Hello Benjamin,

      I think that in your example of Web 1.0 you found a suitable website, but it provides a lot of information for a “conservative” site. Nevertheless, there is no interaction with the user and can be seen as a Web 1.0 page. Exactly the interaction that is not given in your example 1, can be found in the example for Web 2.0 again. Accordingly, this example is in my opinion correctly selected. The user has the possibility to download content, to purchase services or to use the support. I found your example for Web 3.0 particularly successful. Just loading the content takes a little more time and reflects the complexity of the website. With many 360 degree animations, this website is certainly one of the complex websites of Web 3.0. In the end, I think that you have found suitable examples for all 3 examples! Of course, if I am wrong, I am looking forward to a feedback.

  5. Franz Dorschner says:

    Web Phase 1: Sister Laela (https://sisterlaela.com)

    Web Phase 2: ALDI SÜD (https://www.aldi-sued.de/de/)

    Web Phase 3: High Fidelity (https://highfidelity.com/started)
    FYI about some features High Fidelity offers check out this video : https://www.youtube.com/watch?v=eAtCCNkcPN0

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