Post on 06-May-2015
description
transcript
image by liber on flickr.com
DIGITAL DNAhow technology and new economic
forces are changing business
Martin Deinoff+46 733 113 172
www.twitter.com/martindeinoff
WE ARE LIVING IN EXCITING TIMES
...AND THIS INTERNET
THING
“There is only one time in the history of each planet when its inhabitants first wire up its innumerable parts to make one large Machine. Later that Machine may run faster, but there is only one time when it is born.
You and I are alive at this moment”
Kevin Kelly, Wired Magazine
What about the
It is fueled by technology
image by rutty on flickr.com
It is fueled by technology
change is fueled by
image by rutty on flickr.com
and to see the a
is often difficult
Cha
nge
Time
Political Change
Business Change
Social Change
Technology Change
A R E YO U R E A DY ?
image by joel on flickr.com
Pre 1990:
People are not connected
1990:
Connecting People to Information
2000:
Connecting People to People
2010:
Everything is connected
image by joel on flickr.com
image by chewie2008 on flickr.com
image by chewie2008 on flickr.com
what does this mean?
image by chewie2008 on flickr.com
what does this mean?
new products
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
new competitors
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
new competitors
new markets
image by chewie2008 on flickr.com
do not focus on the digital as a technology - focus on the opportunities and effects
image by yushimoto_02 on flickr.com
image by yushimoto_02 on flickr.com
DIGITAL DNA
image by yushimoto_02 on flickr.com
digitalization
democratization
globalization
socialization
image by julian- on flickr.com
image by julian- on flickr.com
DIGITALIZATION
1970 1975 1980 1985 1990 1995 2000 2005 2010
CPU
Spe
ed
Clock Speed Transistor Count
$ 1
$ 1 $ 0.1
$ 1 $ 0.1 $ 0.0001
$ 1 $ 0.1 $ 0.0001 - $ ?
0
Production Cost
image by losciale.com
the size of a firm is based on transaction and collaboration costs
image by losciale.com
the size of a firm is based on transaction and collaboration costs
average size is down 80%
for a long time digital has not changed things, but now we will see a new generation of digital effecting our everyday lives
make the product more than it is
make the product more than it is
make the product more than it is
GLOBALIZATION
Dol
lars
Number of Connected Devices
Cost
Value
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?
image by Marc Shandro on flickr.com
DEMOCRATIZATION
image by Marc Shandro on flickr.com
Old school marketing:We accepted things because we didn´t have a choice
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
MEDIA
TIMETOOLS
Users experience technology democratization which give them the power over:
INFORMATION
TIME
TOOLS
INFORMATION
MEDIA
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
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.
image by Pieter Musterd on flickr.com
image by Pieter Musterd on flickr.com
SOCIALIZATION
Number of users (N)
Number of users (N)
N
N(N-1)/2
2 -N-1N
?
“A brand is a collective perception in the minds of consumers”
Faris Yakob
image by adbusters.org
BUILDINGBUSINESS OUT OF
DIGITAL DNA MATERIAL?
DIGITALIZATION GLOBALIZATION
DEMOCRATIZATION SOCIALIZATION
BUILDINGBUSINESS OUT OF
DIGITAL DNA MATERIAL?
the key to build sucessfull business by digital DNA material?
the key to build sucessfull business by digital DNA material?
Efficiency
Conversation
Transparency
Desirability
Efficiency
Build digital solutions that give users time instead of robbing their time. Set users free. Make them efficient.
TransparencyHelp users to seek and share information on everything and everybody. Deliver valuable information in the right context, and stand stronger in a transparent world.
ConversationConduct a positive and helpful dialogue with the outside world. Listen closely and speak in a natural human tone. You will obtain greater value and social status.
DesirabilityMake products and services smarter, easier, fun, innovative and attractively designed. Be the one that people will want to own, use and share.
FUTUREMARKETING
ANDSALES
FUTUREPRODUCTS
ANDSERVICES
FUTUREBUSINESSMODEL
FUTUREPEOPLE
ANDPROCESSES
FUTUREBRAND
POSITION
DIGITALIZATIONGLOBALIZATION
DEMOCRATIZATIONSOCIALIZATION
DIGITALIZATIONGLOBALIZATION
DEMOCRATIZATIONSOCIALIZATION
DIGITALIZATIONGLOBALIZATION
DEMOCRATIZATIONSOCIALIZATION
DIGITALIZATIONGLOBALIZATION
DEMOCRATIZATIONSOCIALIZATION
image by johnniecraig.wordpress.com
image by johnniecraig.wordpress.com
THANK YOUmartin.deinoff@creuna.com
@martindeinoff
+46 733 113 172
or just Google me... ;)