Summary DTA 2023
Some lectures have been skipped as they were guest lectures and not part of the exam!
Contents
1. Lecture 1: Operating model Canvas (OMC) ...................................................................................... 2
1.1 Parts of the OMC ........................................................................................................................ 3
1.1.1 Mission, vision and core values ............................................................................................ 3
1.1.2 Strategy planning.................................................................................................................... 3
1.1.3 Control ..................................................................................................................................... 3
1.1.4 Customer segments ............................................................................................................... 3
1.1.5 Partner network...................................................................................................................... 4
1.1.6 Other stakeholders ................................................................................................................ 4
1.1.7 Channels .................................................................................................................................. 4
1.1.8 Value propesitions.................................................................................................................. 4
1.1.9 Primary business activities .................................................................................................... 5
1.1.10 Supporting business activities .......................................................................................... 5
2. Lecture 2: The Business Activity Model (BAM) ................................................................................. 6
2.1 Differentiation & Dynamics ....................................................................................................... 7
3. Lecture 4: Enterprise Architecture (Frameworks) ........................................................................... 9
3.1 Enterprise Architecture Alignment ......................................................................................... 10
3.2 Enterprise Architecture Frameworks ..................................................................................... 11
4. Lecture 5: Archimate ......................................................................................................................... 14
4.1 Archimate layers and notation ............................................................................................... 15
4.2 Example Archimate .................................................................................................................. 17
5. Lecture 8: DX Overview ..................................................................................................................... 18
5.1 Organizational Change Philosophies ..................................................................................... 19
5.2 Types of Digital Transformation ............................................................................................. 21
6. Lecture 9: Future ready..................................................................................................................... 24
7. Lecture 10: Leading Digital ............................................................................................................... 25
8. Lecture 12: DX and Governance ...................................................................................................... 28
8.1 DX Phases .................................................................................................................................. 29
9. Lecture 13: Multi Modality change approach ................................................................................ 30
10. Lecture 14: DX Strategy ...................................................................................................................... 31
11. Lecture 15: DX and Beyond ............................................................................................................... 34
1
, 1. Lecture 1: Operating model Canvas (OMC)
• OMC as a concept: A coherent visualisation of an organization’s value propositions, actors,
channels, and business activities
• OMC is based on two main concepts: Business Model Canvas (Osterwalder) and Value Chain
(Porter)
• OMC offers: a view of the organization on one image
o The OMC visualizes the essence of the business in a single view
o The model offers the adaption of a common language for business, technology and
data
o The setup is from a business perspective, not from an IT-perspective
o It helps to simplify and improve communication because the OMC represents the way
the business operates and the environment everyone in the organization is working in
o An OMC always shows activities, not processes
A business activity is something an actor does by using resources in order to
achieve a certain result – What the actor does
A process is a predefined, often time-based, sequence of steps towards
completing work – How the actor does the what
• OMC base layer
o We develop OMC aspect layers to visualize outcomes of analyses
Example of an aspect layer is showing the organization’s Multimodality
2
, 1.1 Parts of the OMC
1.1.1 Mission, vision and core values
• The top of the OMC represent the purpose of the organization in visualizing the mission,
vision and core values
• It can be a memorable and actionable phrase that distils an organisation’s corporate
strategy into its unique essence
• An employee should be able to test her options against it to make a decision that aligns
with the company's objectives
• It forms an ethical foundation and guide the behaviour of organization members
• Examples:
o Mission: Connecting the world’s leading digital airport
o Values: Reliable, Agile, Innovative, Fair price
1.1.2 Strategy planning
• Strategy planning concerns formulation of the corporate strategy and strategic
decision-making
• It compromises activities that affect the entire organization
• Examples:
o Business development
o Forecasting
o Enterprise architecture
o Portfolio management
1.1.3 Control
• Control activities support strategic planning activities assessing what goes well and
what should be improved
• In addition, control activities monitor if the organization meets legislation or
stakeholder demands
• Examples:
o Governance
o Reporting
o Risk management
o Compliance
o Quality management’
1.1.4 Customer segments
• Customers are the purchasers and/or consumers of the products and
services the organization offers
• Customers can either be consumers (B2C) or other organizations (B2B)
• Prospective customers can be included in the OMC as well
• Customers are depicted in segments
• Examples:
o Business segments (SME, Large, Private, Public)
o Individual segments (age, gender)
o Personas
3
, 1.1.5 Partner network
• Partners are external organizations that contribute to the value chain of the
organization
• Prospective partners can be included in the OMC as well
• Customers, Partners are visualized in categories
• Examples:
o Suppliers
o Advisors
o Supply chain partners
o Research partners
1.1.6 Other stakeholders
• A stakeholder is anyone who has interest in the business activities conducted by an
organisation, either internal or external
• The OMC depicts external stakeholders because their influence on the organization
and/or its value chain should be considered by the organization
• Prospective external stakeholders can be included in the OMC as well
• Examples:
o Governmental organisations
o Sponsors
o Non-profit organizations
o Unions
1.1.7 Channels
• Channels are the means of interaction the organization uses to communicate with
customers, partners, and stakeholders
• Channels can include elements that are digital, physical, or both and are depicted in
segments
• Examples:
o Social media
o Call centre
o Physical store
o Corporate website
o Portals
1.1.8 Value propesitions
• A value proposition is a product or service to the customer
• The delivery of this service takes place through interaction between the organization and
the customer, in which the organization offers a solution for a customer problem
• These are typically areas for further service improvement
• Examples:
o Transport services
o Warehousing services
o Data services
o Value-adding experiences
4
Some lectures have been skipped as they were guest lectures and not part of the exam!
Contents
1. Lecture 1: Operating model Canvas (OMC) ...................................................................................... 2
1.1 Parts of the OMC ........................................................................................................................ 3
1.1.1 Mission, vision and core values ............................................................................................ 3
1.1.2 Strategy planning.................................................................................................................... 3
1.1.3 Control ..................................................................................................................................... 3
1.1.4 Customer segments ............................................................................................................... 3
1.1.5 Partner network...................................................................................................................... 4
1.1.6 Other stakeholders ................................................................................................................ 4
1.1.7 Channels .................................................................................................................................. 4
1.1.8 Value propesitions.................................................................................................................. 4
1.1.9 Primary business activities .................................................................................................... 5
1.1.10 Supporting business activities .......................................................................................... 5
2. Lecture 2: The Business Activity Model (BAM) ................................................................................. 6
2.1 Differentiation & Dynamics ....................................................................................................... 7
3. Lecture 4: Enterprise Architecture (Frameworks) ........................................................................... 9
3.1 Enterprise Architecture Alignment ......................................................................................... 10
3.2 Enterprise Architecture Frameworks ..................................................................................... 11
4. Lecture 5: Archimate ......................................................................................................................... 14
4.1 Archimate layers and notation ............................................................................................... 15
4.2 Example Archimate .................................................................................................................. 17
5. Lecture 8: DX Overview ..................................................................................................................... 18
5.1 Organizational Change Philosophies ..................................................................................... 19
5.2 Types of Digital Transformation ............................................................................................. 21
6. Lecture 9: Future ready..................................................................................................................... 24
7. Lecture 10: Leading Digital ............................................................................................................... 25
8. Lecture 12: DX and Governance ...................................................................................................... 28
8.1 DX Phases .................................................................................................................................. 29
9. Lecture 13: Multi Modality change approach ................................................................................ 30
10. Lecture 14: DX Strategy ...................................................................................................................... 31
11. Lecture 15: DX and Beyond ............................................................................................................... 34
1
, 1. Lecture 1: Operating model Canvas (OMC)
• OMC as a concept: A coherent visualisation of an organization’s value propositions, actors,
channels, and business activities
• OMC is based on two main concepts: Business Model Canvas (Osterwalder) and Value Chain
(Porter)
• OMC offers: a view of the organization on one image
o The OMC visualizes the essence of the business in a single view
o The model offers the adaption of a common language for business, technology and
data
o The setup is from a business perspective, not from an IT-perspective
o It helps to simplify and improve communication because the OMC represents the way
the business operates and the environment everyone in the organization is working in
o An OMC always shows activities, not processes
A business activity is something an actor does by using resources in order to
achieve a certain result – What the actor does
A process is a predefined, often time-based, sequence of steps towards
completing work – How the actor does the what
• OMC base layer
o We develop OMC aspect layers to visualize outcomes of analyses
Example of an aspect layer is showing the organization’s Multimodality
2
, 1.1 Parts of the OMC
1.1.1 Mission, vision and core values
• The top of the OMC represent the purpose of the organization in visualizing the mission,
vision and core values
• It can be a memorable and actionable phrase that distils an organisation’s corporate
strategy into its unique essence
• An employee should be able to test her options against it to make a decision that aligns
with the company's objectives
• It forms an ethical foundation and guide the behaviour of organization members
• Examples:
o Mission: Connecting the world’s leading digital airport
o Values: Reliable, Agile, Innovative, Fair price
1.1.2 Strategy planning
• Strategy planning concerns formulation of the corporate strategy and strategic
decision-making
• It compromises activities that affect the entire organization
• Examples:
o Business development
o Forecasting
o Enterprise architecture
o Portfolio management
1.1.3 Control
• Control activities support strategic planning activities assessing what goes well and
what should be improved
• In addition, control activities monitor if the organization meets legislation or
stakeholder demands
• Examples:
o Governance
o Reporting
o Risk management
o Compliance
o Quality management’
1.1.4 Customer segments
• Customers are the purchasers and/or consumers of the products and
services the organization offers
• Customers can either be consumers (B2C) or other organizations (B2B)
• Prospective customers can be included in the OMC as well
• Customers are depicted in segments
• Examples:
o Business segments (SME, Large, Private, Public)
o Individual segments (age, gender)
o Personas
3
, 1.1.5 Partner network
• Partners are external organizations that contribute to the value chain of the
organization
• Prospective partners can be included in the OMC as well
• Customers, Partners are visualized in categories
• Examples:
o Suppliers
o Advisors
o Supply chain partners
o Research partners
1.1.6 Other stakeholders
• A stakeholder is anyone who has interest in the business activities conducted by an
organisation, either internal or external
• The OMC depicts external stakeholders because their influence on the organization
and/or its value chain should be considered by the organization
• Prospective external stakeholders can be included in the OMC as well
• Examples:
o Governmental organisations
o Sponsors
o Non-profit organizations
o Unions
1.1.7 Channels
• Channels are the means of interaction the organization uses to communicate with
customers, partners, and stakeholders
• Channels can include elements that are digital, physical, or both and are depicted in
segments
• Examples:
o Social media
o Call centre
o Physical store
o Corporate website
o Portals
1.1.8 Value propesitions
• A value proposition is a product or service to the customer
• The delivery of this service takes place through interaction between the organization and
the customer, in which the organization offers a solution for a customer problem
• These are typically areas for further service improvement
• Examples:
o Transport services
o Warehousing services
o Data services
o Value-adding experiences
4
