1. What pressured or motivated Ducati to implement new digital
technology?
2. What costs could Ducati cut? What costs could it not cut? For
example, could Ducati cut its R&D budget? Explain your answers.
3. Why did Ducati need to improve communications with dealers?
4. Explain the capabilities and benefits of the DCS.
5. Why was it important to implement a change management
program?
6. What other factors contributed to the success of DCS? Explain
their contributions.
7. Visit the Apple iPad store at apple.com/ipad and search for
“Ducati.” Review the Ducati Communication System app. Explain
how the DCS app gives the future Ducati owner a richer experience.
