In his new book Matthias Schrader, co-founder and CEO of Sinner Schrader, puts the digital transformation on its feet. Whoever starts the digital transformation at the company has already lost. In the meantime, digital products from companies such as Google, Apple, Facebook and Amazon are conquering the everyday life of users. They successfully penetrate sectors such as banking, insurance, telecommunications, retail and automotive. Many companies are in danger of losing their relationship with their customers. They become interchangeable. Matthias Schrader deciphers the code behind the Transformational Products, with which Google & Co. successfully reshape entire markets. The book also provides a playbook for the successful development of Transformational Products in the corporate context. In the end, it bridges the gap between product development and the digital transformation of companies. Transformational Products turn classic marketing into a legacy and thus from a solution to a problem. The weapons of advertising (promotion), distribution (place) and pricing policy (price) have become blunt. Digitisation is a huge challenge for the product, the fourth P in the marketing mix. The focus on the product as a success factor forces companies to focus on the concrete value-added contribution for their customers.
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Matthias Schrader is one of Europe’s digital pioneers. He founded digital marketing and advertising agency Sinner Schrader in the mid-90s and began to develop e-commerce solutions for startups like Intershop, Ricardo and buecher.de, enabling them to go public earlier than expected. In 1999, Sinner Schrader issued a public offering of its own and was one of only a handful of fledgling companies that survived the so-called ‘new economy’ and actually emerged strengthened by the experience. In 2006, Schrader founded the NEXT Conference which has become the leading symposium for digital transformation in Europe. Today, the author, with his team of more than 500 consultants, designers and software engineers, continues to assist many large DAX index companies to develop cutting-edge digital products. In February 2017, the worldwide management and technology consultancy Accenture announced it was taking a controlling interest in Sinner Schrader for a nine-figure sum.
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