Digital Transformation Project – Muller & Van Dijk Tennis School

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The goal of the Digital Transformation Project Assignment is to transform the business model of a real-world company by introducing a new technology that will innovate or disrupt their current business model. We decided to focus on the Muller & Van Dijk Tennis School, also called MvD.

Be Yourself Method

Instead of applying the same technical plan (the traditional method) for every pupil, MvD beliefs in a tailored approach as each individual is different in terms of physique and talent. The Be Yourself method is an approach to tennis training that is focused around ‘using basic physical movements (e.g. throwing a ball) that are close to the individual’s own way of moving.’ Using this approach, an individual stays ‘close to itself’ and the capabilities of his or her own body (Muller & van Dijk Handboek, 2015).

Current role of IS

The current IT infrastructure of MvD is simplistic, but serves its purpose. MvD uses IT solutions for their website, social media, e-mail, mobile contact with customers and staff. Additionally, Microsoft Excel is used as a tool to schedule the season’s weekly training timetable. This IT use is similar for almost all tennis organizations across the Dutch market (KNLTB, 2016), namely that IT is mainly used for off-court activities and customer contact. As customer’s sign-up via MvD’s website, the website is of vital importance for the MvD’s revenue stream. In general tennis schools make little use of IT on the tennis court and MvD is no exception (KNLTB, 2016).

Key success factors

Technological Description


To evolve the Be Yourself method, we suggest introducing tablets. The main benefits of using tablets are discussed in a video showing the highlights of an interview with tennis trainer Jaimy Siegersma:

 

 

 

Risks

The implementation of the use of a tablet in the lessons provided by the teachers of the tennis school will result in the following additional risks.

Privacy – The use of the camera function and recorded footage might violate the privacy rights of the players.

Dysfunctioning – During the tennis lessons the tablet can dysfunction (such as the battery being empty or the memory being full).

Vulnerability – A tablet is perceived as a vulnerable product in general. Making use of such a product in a cautious manner while giving tennis trainings could be difficult.

Non-effective use
 –  The teachers might not be able to use the tablet in an effective manner according to the tennis school principles.

Managerial Recommendations

We found that the strong values of MvD were a core aspect that we needed to take into account, but was still very traditional and ‘old-fashioned’ in terms of IT Strategy. Therefore, we decided to introduce tablets for MvD to make the already effective Be Yourself method even more effective. By introducing the tablets, we are able to add on the two following key success factors: (KS2) the quality of the tennis lessons (KS3), the reputation of the youth-training-program. The quality of the training sessions will get better, because tennis trainers will be able to provide immediate visual feedback, which will result in an even more effective Be Yourself method. On top of that, trainers are able to better prepare players for their tennis matches. In combination with the higher quality of training sessions this will lead to better results in tennis matches. We believe that this will perfectly fit with the organization’s core values and is easy to implement. While implementing, the tennis trainers must be aware of the potential benefits and drawbacks of the tablet and as stated they should be properly instructed on how to use the tablet. These instructions will make sure that the possible improvement of the Be Yourself method is reached and the potential risks mentioned will be overcome. Special attention needs to be given during the implementation phase. But, as stated when the implementation phase is done right, clear value is reached: the Be Yourself method will be improved, the risks and challenges will be overcome, and thereby the key success factors will be reached.

 

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