next level digital - growing consumer brands in a digital-first future
TRANSCRIPT
Via Della Conciliazione (AP)
Via Della Conciliazione (AP)
WHAT HAS CHANGED SO FAR:
1. MOBILE RULES
MOBILE REPLACING THE PC
Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
MOBILE AT THE CENTER OF DAILY LIFE
CLOSE FOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s LENGTH
AWAY (24/7)
ADDICTIVE THE AVERAGE USER IS CHECKING HIS SMARTPHONE >150 TIMES A DAY
RELEVANT 10% OF UNDER-25 YEAR-OLDS FIND IT
OK TO TEXT WHILST HAVING SEX.
Source: Tomi Ahonen Almanac 2013; Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
Source: statista / eMarketer (United States)
267 264 274 278
146 155
167 173
98 96 94 92
22 34
54
82
33 30 26 22 22 20 18 16 33
47 45 36
0
50
100
150
200
250
300
2009 2010 2011 2012
Dai
ly u
se in
min
ute
s
TV Online Radio Mobile (nonvoice) Newspapers Magazines Other
Average daily media use in the United States from 2009 to 2012 (in minutes)
MOBILE DOES NOT CANNIBLIZE TV …
Winning the Empowered Consumer (GMN)
Page 7
WITH TABLETS AS SECOND SCREEN…
GoogleMovile 2011: Jenny Gove and John Webb, User Experience Research, Mobile Ads
WHAT HAS CHANGED SO FAR:
2. FAST GROWTH IN ECOMMERCE (WITH MANY NEW PLAYERS)
Source: eMarketer 2012
CAGR 2012-17 US ECOMMERCE
In which situations do you typically use a mobile device to shop or make purchases?
77%
59%
51%
45%
36%
35%
62%
60%
66%
68%
65%
57%
87%
77%
26%
42%
21%
32%
At home
Watching TV
On-The-Go
Commuting/traveling
In a store
At work Dual owners usingtablets
Dual owners usingsmartphones
Smartphoneowners usingsmartphones
Source: Next-Gen Retails Mobile and Beyond, latitude, 2012
THEY SHOP EVERYWHERE (ON ALL SCREENS)
WITH NEW DOMINANT PLAYERS …
Source: Exciting Commerce
WHAT HAS CHANGED SO FAR:
3. ONLINE MARKETING HAS BECOME A KEY CAPABILITY
NEW NORMAL: TRACKING THE ONLINE CUSTOMER JOURNEY
WHAT IS THE VALUE OF …
WITH SOCIAL ADDING EVEN MORE COMPLEXITY …
WHAT‘S NEXT:
1. FROM STANDALONE ASSETS TO DEEPLY INTEGRATED IP SOLUTIONS
CARS BECOMING IP-BASED SERVICES
“Today, data from more
than 62 controllers can be
used in the current E-
Class model “
:Source: Volker Wilhelmi, Head of Electronics/Electro-Architecture, Mercedes-Benz (2012)
WAZE – ACQUIRED BY GOOGLE
GPS
Telematic System
App
Insurance
M2M
Connectivity
Instant
Servers
Website
Customer
Portal
Telefónica
Source: Telefónica Insurance Telematics: New M2M solution can reduce car insurance costs
MORE TO COME: PAY AS YOU GO INSURANCES
2001, HE SAID … SUCCESS IS
WHAT‘S NEXT:
2. FROM VERTICAL TO HORIZONTAL COMMERCE
STARTED AS VERTICAL,NOW LEADING MANY CATEGORIES …
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
DOMINATING KEY VALUE ACTIVITIES
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
DOMINATING THE LAST MILE
DOMINATING THE LAST MILE
WHAT‘S NEXT:
3. PROLIFERATING TOUCH POINTS = NEW DEVICES = MORE DATA
QR SHOPPING WILL HAPPEN: SALES UP 130% IN 3 MOS. USERS UP 76%
CONVENIENCE SHOPPING WHERE IT MAKES SENSE
50 BUS STOPS in TORONTO
DOES MAKE SENSE FOR REPLENISHMENT OR WITH FREE DELIVERY
SKYMAP BY
“POINT – KNOW” IS NOT NEW MORE “POINT AND BUY” TO COME
NEW LEVEL FOR “POINT AND BUY”
BUYING AT A FINGERTIP …
GATEKEEPERS WILL DOMINATE “POINT-KNOW-BUY” SHOPPING = THE NEXT LAYER AFTER SOCIAL
“I see [wearable technology] as another very key branch of the tree.”
Tim Cook | CEO Apple
… ACROSS MANY DEVICES TO COME
Source: Forrester Research 2013
12%
28%
would want to
purchase wearable
technology, like
glasses
are interested in
wrist-based
wearable devices
THERE IS ONLY REASON FOR HAVING A WEBSHOP AS A CONSUMER BRAND
Social Media
Geo-Positioning Data
Call Center Data
RFID
Action Sensors
Operative Data
Past-Data Inputs
Data-Warehouse
CRM
Identification of relevant
sources
Data-Extraction
Data-Discovery
Location-Intelligence
Text Analysis
Data-/Text-Mining
Search
Enhancement
Big
Dat
a
Big Data Management Big Data Analysis
Source: Bloom Partners 2013, S.A.R.L. Martis 2012
SO, GET THE PROCESS RIGHT, NOW …
WHAT‘S NEXT:
4. CONSUMERS WANT TO PARTICIPATE EVEN MORE
BECAUSE …
Source: TNS Infratest, 2012
14% TRUST ADS
57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN
THE BRAND’S MESSAGES
41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW
MORE THAN THE BRAND’S MESSAGES
THE FUTURE OF THE WEB IS VISUAL,
AND MUCH MORE PERSONAL.
POST-SOCIAL = THE ME WEB
DRIVING
CURATED
SHOPPING
…
Page 47
•
•
•
•
0
100
200
300
400
500
600
Products co-created with customers Internally developed products
Source: Nishikawa, Hidehiko, Martin Schreier, and Susumu Ogawa. “User-generated versus designer-generated products: A performance assessment at Muji, International.” Journal of Research in Marketing. 17 Oct. 2012
Mill
ion
Ye
n,
Pro
fits
in
th
e first ye
ar
… CREATING 4x HIGHER PROFITS
… AND AT SOME POINT
… PRINTING USEFUL THINGS
… EVEN IN YOUR CATEGORY
Source: Thingiverse 2013
WHAT‘S NEXT:
5. NEED FOR NEW CAPABILITIES
FROM HARDWARE (= SHOES ETC.) …
… TO SOFTWARE DOMINANCE
AND LEAN
STARTUP
PRODUCT
DEVELOPMENT
TECHNIQUES
Source: Why the Lean Startup Changes Everything by
Steve Blank, HBR, May 2013
REQUIRE-MENTS
IMPLEMEN-TATION
TESTING
EVALUATION
PLANNING
ANALYSIS & DESIGN
INITIAL PLANNING
DEPLOYMENT OF AN MVP
CUSTOMER FEEDBACK
REQUIRE-MENTS
IMPLEMEN-TATION
TESTING
EVALUATION
PLANNING
Source: Harvard Business Review, May 2013
CREATING MAJOR IMPACT ON RESULTS
Source: Bloom Partners Digital
Readiness Study 2013
NEXT LEVEL DIGITAL:
1. FROM SINGLE ASSETS TO IP-ONLINE-OFFLINE SOLUTIONS
2. FROM VERTICAL COMMERCE TO HORIZONTAL GATEKEEPERS
3. PROLIFERATING TOUCH POINTS = DEVICES = DATA
4. NEW CONSUMER PARTICIPATION
5. LEAN STARTUP MIMIKRY
NOW, OVER TO YOU …
