Page 75 - AC/E's Digital Culture Annual Report 2015

The digital competencies of organisations: the challenge of digitally transforming talentJesús Alcoba González, @jesusalcobaDigitisation is a phenomenon as global as itis unstoppable that has led to the appearanceof completely new business models and the reconceptualisation of existing models on the basis of digital technology. This phenomenonis characterised by the major demand from consumers for both devices and digital content. An e-marketer report quoted in the study Cliente@2.033 (PWC, 2014) reckons that the number of people who use mobile terminals worldwide could amount to 5.8 billion by 2015, Africa being the continent that will experience the greatest growth. Users of these technologies currently spend 34 hours and 17 minutes per month browsing or using applications on their smartphones, and 84% use devices of this sort while watching television (Gosline, R., 2014). Another study carried out by Accenture and Ametic (2014) calculates that the average num- ber of electronic devices per user in Spain is six. This latter study points out that in Spain 56% of consumers intend to acquire a smartphone inthe next 12 months, 45% a computer and 41% a HD television set. What is more, 28% reckon that their spending on mobile services will increase over the next twelve months.As a cause and consequence of this intensive use of technology, the business fabric is experiencing significant development in how value creation is viewed, and new business models characteristic of this digital era have now appeared (Dosdoce. com, 2014). According to a report by the Massachusetts Institute of Technology, 78% of executives think that the digital transformation is going to be critical for their companies inthe next two years (MIT, 2013). In the case of Spain, the aforementioned study conducted by PWC (2014) reveals that 76% of the executives polled in Spain believe that new technologies are going to bring about deep changes in the basic foundations of their business model, and they rate the envisaged extent to which business models will change as a result of technological