Digital DNA & Digital Augmentation

transcript

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DIGITAL DNA& DIGITAL

AUGMENTATIONhow technology and new economic

forces are changing business

It is fueled by technology

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It is fueled by technology

change is fueled by

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and to see the a

is often difficult

Political Change

Business Change

Social Change

Technology Change

A R E YO U R E A DY ?

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Pre 1990:

People are not connected

Connecting People to Information

Connecting People to People

Everything is connected

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what does this mean?

new products

new business models

new products

new business models

new competitive advantages

new products

new business models

new brand development

new products

new business models

new competitors

new products

new business models

new competitors

new markets

do not focus on the digital as a technology - focus on the opportunities and effects

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DIGITAL DNA

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digitalization

democratization

globalization

socialization

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DIGITALIZATION

1970 1975 1980 1985 1990 1995 2000 2005 2010

Clock Speed Transistor Count

$ 1 $ 0.1

$ 1 $ 0.1 $ 0.0001

$ 1 $ 0.1 $ 0.0001 - $ ?

Production Cost

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the size of a firm is based on transaction and collaboration costs

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the size of a firm is based on transaction and collaboration costs

average size is down 80%

we will see a new generation of digital effecting our everyday lives

GLOBALIZATION

Number of Connected Devices

if we only had one country...

what laws would we have?which language would we speak?what currency would we use?

question:

is geography the best platform to build a country on?

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DEMOCRATIZATION

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Old school marketing:We accepted things because we didn´t have a choice

- Information asymmetry

- Communication obstacles

- Power over media & tools

1970 1975 1980 1985 1990 1995 2000 2005 2010

Storage

Pixels

Bandwidth

TIMETOOLS

Users experience technology democratization which give them the power over:

INFORMATION

broadcasting:“the more they spend the less it works - the less it works the more they spend”

Seth Godin - Permission Marketing

the new generation of marketing is all about understanding and respecting the power of the user

if you put helping the user at any time first.

even if you don’t feel that you will benefit from it.

you will.

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SOCIALIZATION

Number of users (N)

N(N-1)/2

2 -N-1N

“A brand is a collective perception in the minds of consumers”

Faris Yakob

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PRODUCTS

BETTER

PRODUCT

= BETTER PRODUCT

+ ENHANCEMENT

PRODUCT

= BETTER PRODUCT

+ ENHANCEMENTDIGITALIZATION GLOBALIZATION

DEMOCRATIZATIONSOCIALIZATION

PRODUCT

= BETTER PRODUCT

+ DIGITAL AUGMENTATION

PRODUCT

= BETTER PRODUCT

+ DIGITAL AUGMENTATION+TRANSPARENCY

+EFFICIENCY

+CONVERSATION

+DESIRABILITY

+TRANSPARENCY

EFFICIENCY

+CONVERSATION

+DESIRABILITY

TRANSPARENCY

EFFICIENCY

+CONVERSATION

+DESIRABILITY

Online visitsVisits in branch

>98 % OF MY TOUCHPOINTS WITH MY BANK ARE DIGITAL

NOK 500.000.000

TRANSPARENCY

+EFFICIENCY

CONVERSATION

DESIRABILITY

+TRANSPARENCY

+EFFICIENCY

+CONVERSATION

+DESIRABILITY

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15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt

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13. Oct 2008 // 26.800 kmChange of ownership. See details

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+TRANSPARENCY

+EFFICIENCY

+CONVERSATION

+DESIRABILITY

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ACCEPT THAT TECHNOLOGY CHANGES MOST THINGS. CREATE AN ENVIRONMENT THAT IS READY FOR CHANGE

UNDERSTAND THE DIGITAL DNA:DIGITALIZATION, GLOBALIZATION,DEMOCRATIZATION,SOCIALIZATION 2.

IF YOUR PRODUCT LACKS EFFICIENCY, TRANSPARENCY, CONVERSATION OR DESIRABILITY- ADD IT DIGITALLY 3.

BUILD A DIGITAL PLATFORM AND CONNECT YOUR PRODUCTS TO IT. THEN CONNECT THE PLATFORM TO THE SOCIAL WEB. 4.

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THANK YOUmartin.deinoff@creuna.se@martindeinoff+46 733 113 172