We Live in the Age of Experience

• Today’s society – experience hunting, experience chasing

• Experience at every milestone! ‘Experience bombs from every direction’!

• The Customer is willing to pay more even much more for the anticipated great experience.

Experience Economy• B Joseph Pine és James H. Gilmore: • The Experience Economy. • Experience economy differs from service economy.• This is a new opportunity for new economic offering

and economic expansion.• It is the customer, the guest who is put on stage,

s/he is the main actor, the production, services, even bureocracy takes place with his/her active participation in order to create memorable experiences.

The price of coffee offerings Source: B Joseph Pine és James H. Gilmore: The Experience Economy Figure 1-1. p.

2.

• Figure 1-1.

$ 1,00

$ 3,00

$ 2,00

$ 6,00

$ 5,00

$ 4,00

Commodity ExperienceServiceGoods

The Progression of Economic ValueSource: B Josep Pine és James Gilmore: The Experience Economy Figure 1-5. p. 22.

Competitive position

Extract commodities

MakeGoods

Deliver Services

Stage Experiences

Differentiated

Undifferentiated

Needs of Customers

Relevant to

Irrelevant to

PricingMarket Premium

The three circles of the ”Experience Economy”

Creative industries

Arts & Crafts Design

Architecture

ArtRadio/TV

Experience industries

Amusements/events

Sport/leisure

Accomodation/tourism bureaus

Restaurants, bars, discotecsPublishin

gAdvertising Movie/

games

Experiences in other sectors (attachments to tangible products such as

food)

Diagram from Danish Enterprise and Construction Authority (2008).

Experience in other sectors is often dependant on narratives; authenticity etc.

Often experience products offered in peripheral areas are related to local culture, heritage and autheticity

Experience economy –outline of the workshops

• Presentation about Exp. Economy (ppt) and descriptive paper, 15 pages by 30th of April

• Organisation of workshops:• All together 3 workshops, one in each county• Objective:

– to get acquinted with the principals of experience economy

– To explore the recent situation at the participants’s enterprises from the viewpoint of EE

•

Experience economy –outline of workshops cont.

-preparation of proposals via participatory groupwork

• Participants: 15 participants from each county by 20th Apr.

• Selection: by invitation, diferent representatives of economic, and social life, tourism, local govenment, agriculture, trade, insurance, banking, handcraft,

• We are searching motivated people

Experience economy –outline of workshops cont.

• Selection of venues: by 15th of April• Venues: At least two rooms with walls where

flipchart papers can be sticked• Daily schedule: from 9 to 5 pm. Lunch, 2 coffe

breaks.• Date: first week of May on the Hungarian side,• First week of June on the Croatian side• The working language in Croatia: Croatian, so we

need enterpreter

Experience economy –outline of workshops cont.

• Who is the partner in Croatia?• Technical requirements has to be planned and

agreed: flipchart papers, stickers, projektor, laptop,

• Budget has to be prepared by April 20th.• 2 facilitators and one who makes notes.• Output: notes and conclusions of the

workshops

• Results and impacts: developing, transforming the enterprises, offices and companies bases on principals of experince economy

The society of scarcity Experience society

Period Until the end of seveties 80-es onwards

keywords Scarcity, shortage,

constrain,necessity

Abundance, welfare,

experience

Opportunities narrow wide

Dominant aspect of

reality

The „situation” (the

objective reality)

Subjective reality(ies)

The impact of the

situation

constrains Offer of opportunities

Origin of social relations Social relations are given Selection of social

relations

Forrás:Éber Márk: Élménytársadalom 2. ábra rövidítve