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

By thurday May 10th, I receive one document with the answer to these questions:
What can automotive learn from other transportation modes?
(2 key learnings from each other mode)
Which technological evolutions (Phase 1/2/3/4) are essential
for the future of automotive?

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 01/01/2018 and 31/05/2018.

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 May 10th and May 22th.

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.
41 comments on “HdBW Digital Culture & Trendwatching
  1. Carolin List says:

    Phase 1: Augustiner Bräu Wagner KG
    Phase 2: Foodora
    Phase 3: L´Oréal

    • Lena Niepel says:

      Hi Caro,

      I reviewed your companies and I think you made some good choices. In my opinion they all match the criteria for each phase.

    • Jasmin Daoud says:

      Hi Caro,

      I checked your companies and totally agree with you. All companies met the given criteria. Foodora is a great example for social media marketing – I also found it interesting that L’Oreal started working with an IT company, using Artificial Intelligence.

    • Konstantin Willenberg says:

      Heeey Caro :-),

      I took a close look at the selected companies. In my opinion, you have picked out very suitable companies for each phase.

      The Augustiner Brewery is a perfect example of the first phase as they do not spend any money on advertising. The peculiarity here is, that they still hold a certain monopoly position. This is probably due to the recommendations, since they are known to produce the best beer in Munich :-).

      The company Foodora is also a good example. I found it very exciting that you chose the company L’Oréal for the third phase. At first, I couldn’t imagine that they are in the third phase. Then I read that they work with artificial intelligence in their app to give the customer a virtual try-on.

      So you did everything right.
      Good Job 🙂 !!!

  2. Lena Niepel says:

    Phase 1: Trimpop Friseurteam
    Phase 2: Wer-weiss-was GmbH
    Phase 3: Robert Bosch GmbH

    • Lukas Rybicki says:

      Hi Lena,

      I agree with you.

      I like your phase 2 company, because it is a good example for the social web with the question and answer process in it.

      Im curious, what exactly do you have in mind with Bosch in phase 3?

      • Lena Niepel says:

        Hi Lukas,

        Thanks for your comment. Bosch especially uses augmented reality as a tool in their garages to repair machines or cars. With augmented reality people can see how it looks inside the cars for example where the cables are etc in order to reduce the repair time.

      • Lukas Rybicki says:

        Thank you for your quick response.

        Do you think it will be implemented any time soon?
        Or is it still a Innovation, which will be in use in the future?

      • Lena Niepel says:

        Hi Lukas,

        Bosch is already using AR. Some years ago, it started developing a software platform for the AR-applications, “Common Augmented Reality Platform CAP”. Then, they started cooperating with another company to develop the augmented-reality-apps which is already about 4 years ago. Those apps can now be used in every part of a company, e.g. mechanics to repair cars and machines.

  3. Jasmin Daoud says:

    Phase 1: Schreinerei Wittmann GmbH
    Phase 2: Deutsche Lufthansa AG
    Phase 3: Brainlab AG

    • Lukas Rybicki says:

      Hallo Jasmin,

      your phase 1 choice is a good example for a old-fashioned web 1.0 company.
      Am i right assuming you mean the newsletter and the connection to whatsapp by lufthansa, picking it for phase 2? I like their attempt to show interesting stories, movies and more to their followers in whatsapp.

      • Jasmin Daoud says:

        Hi Lukas,
        thanks for your feedback.
        Yes, I mainly picked Lufthansa as a phase 2 company, because they’re very present on Social Media, like Facebook and Twitter and use it as a customer service tool (e.g. inform customers in terms of strikes, etc.) They even built a digital kiosk where you can buy products from around the world (https://www.youtube.com/watch?v=FLrsZLtGTXA).
        But I also agree with you that using whatsapp to reach your audience is a great attempt to share advertising and content in today’s digital world.

    • Fabian Schulz says:

      I like your Phase 1. example “Schreinerei Wittmann GmbH”, cause it shows a traditional concept of a manufacture related to old customer contact, orders and offers. It has a huge amount of options and possibilities to create a future in 2.0 and 3.0. Its product is needed by all kind of generations and in the future and past.

    • Corinna Vogl says:

      Hello Jasmin,
      I agree with your choice for all three companies. Brainlab I find very interesting, because it is a world leading medical technology company. A Digital operating room and cloud-based data sharing are just a little of what they are capable of.

  4. Fabian Schulz says:

    Phase 1: XXXLutz-Group
    Phase 2: Vkontakte.ru
    Phase 3: Yandex

    • Lena Niepel says:

      Hi Fabian,

      I just checked your companies and I’m not too sure whether XXXLutz is still in the first phase. They have a rather sophisticated social media presence which I think is not part of phase 1…

      • Fabian Schulz says:

        Hey Lena,

        Although the XXXLUTZ has something like a “community”, it is more like a Customer Service and a little blog for inspiration, which is nothing too creative and still pretty plain. In fact I would say it just differs in size to your Phase 1 example: Trimpop Friseurteam, which is present on Facebook, Tripadisor and Google.
        As XXXLUTZ did 4 billions in sales last year, the community should be slightly bigger and more active compared to the hair stylist, although not as developed to reach phase 2 in my point of view.

  5. Carolin List says:

    Hey Jasmin,
    i checked your companies and i fully agree with you and your choice. In my opinion your companies meet the different criteria quiet well.

  6. Lukas Rybicki says:

    Phase 1: BAUER Maschinen GmbH
    Phase 2: Telegram
    Phase 3: IFTTT

    • Lena Niepel says:

      Hi Lukas,

      I’ve just checked your companies. Regarding your phase-1-company, I am not really sure, whether this one is still in phase 1. They are using social media and offer a kind of customer center, which I don’t really know what it is since I have no account to use it. You might want to check it.
      However, I like your phase-2-company as it is a cloud-based messenger service and your phase-3-company which connects your apps and intelligent devices.

      • Lukas Rybicki says:

        Hello Lena,

        I guess you are right regarding my phase 1 company.

        So i changed into:

        Phase 1: Pichler Bau GmbH
        Web: http://www.pichler-bau.de/unternehmen.htm

      • Felix Kastner says:

        Hey Lukas,
        I agree with Lena, your second company fits phase one way better. The first phase one company already had such advanced things as videos, trying to build up a connection with the customer, whereas the second one is a truly “information-only” company.
        Phase 2 company focusses on social interaction, it is a messenger app after all, so that is a valid choice too, as is your phase 3. This company does in my opinion succesfully try to create an “internet of things” without actually using IoT-devices.

  7. Konstantin Willenberg says:

    I’ve selected the following companies for each phase:

    Phase 1: Dach- und Gartengestaltung Stoewahs GmbH & Co. KG

    Phase 2: maxdome GmbH

    Phase 3: Microsoft Corporation

    I look forward to your comments :-)!

  8. Carolin List says:

    Hey Konsti,
    Cool companies, especially microsoft corporation. In my opinion they all match the different phases. The website of Dach- und Gartengestaltung Stoewahs GmbH & Co. KG
    is really old-fashioned and simple.

    • Fabian Schulz says:

      I also agree with you Konsti,

      especially the example for Phase 2 is really interesting, as maxdome is totally different to Amazon-(Prime), which should be the biggest competitor besides Netflix.
      Good job

      • Konstantin Willenberg says:

        Thanks Fabi!

        Yes, Phase 2 is really interesting.
        That’s why I completed my internship there :-).

    • Konstantin Willenberg says:

      Hey Caro :-),

      thanks for your comment!

      I was very pleased that you agree with me.

  9. Corinna Vogl says:

    Phase 1: Der Blumenladen Rauch GmbH
    Phase 2: H&M
    Phase 3: Kuka AG

    • Jasmin Daoud says:

      Hi Corinna,

      Having checked your companies, I completely agree with your choice. The website of ‘Der Blumenladen Rauch Gmb'” is rather old-fashioned and is a good example of phase 1. It’s very interesting how ‘Kuka AG’ invests in intelligent automation.

    • Lukas Rybicki says:

      Hi Corinna,

      I like your choices.
      Especially Kuka AG, which is one of the world´s leading suppliers when it comes to robotics. They aim towards industrial intelligence 4.0 and they are researching and developing in a lot of directions.
      Their robots are capable of transferring knowledge to all workplaces, which is remarkable.

    • Lukas Rybicki says:

      Hi Felix,

      I think they are good. Especially mclaren is a good example with their VR/AR cockpit. You can see, that they want to be a part of the future and invest in innovation. Mahrs is also a great pick, because you can clearly see they are in phase 2 with their blog and the onlineshop etc.

    • Corinna Vogl says:

      Hello Felix,
      I’ve checked your companies. I think they all match the criteria of each phase. Especially Hofmann Bier has a really old-fashioned website. Whereas McLaren is very interesting with its innovations in various business segments.

    • Konstantin Willenberg says:

      Heeeeey Abid,

      Today I took a closer look at the selected companies. In my opinion, you chose the right company for each phase.

      However, you could also classify the company “Schüller Möbelwerk KG” under Phase 2. The company has e.g. a kitchen configurator, in which the customer can assemble his dream kitchen. Therefore, the customer can shape the result. In addition, the contact to the company is simpler and faster. For this reason, I recommend you to choose a very traditional kitchen studio for Phase 1. Usually these kitchen studios have very simple websites.

      However, for Phase 2 you have made a perfect choice. With the help of an application, customers can easily buy a ticket for public transport in Berlin.

      The company in the third phase has fascinated me personally most. With this technology, we can make learning progress much faster because we always have a practical example in mind. In addition, each job could be simplified using the features.

      The following video describes it perfectly:

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