Seamless user experiences are the competitive advantage of the future - Mikael Gummerus, FROSMO at...

Post on 14-Jan-2017

278 views 0 download

transcript

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Future of the UXHow to be prepared to win

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

What might have drastic impact to digital consumer businesses?

Wireless future: The explosion of

screens

Software evolution: Exponential competition

Changing business models:

Creating leverage

21 3

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S Wirelessfuture

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Why should I care?

Just at the beginning of digitalisation

Disruptions will become bigger and occur more

frequently

Understanding helps to create leverage

21 3

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

The next killer gadgetis not physical?

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

What does a wireless future mean for businesses?

I do not want to carry bulky screens with me but I’m

identified

I want a great experience at any screen when viewing

or projecting

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S Explosion of screens

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

There will be screens everywhereTRANSPORTATION

Personal Car Autonomous Driving UI

Personal Car Entertainment & Navigation UI

Public Transportation Ordering UI

Public Transportation EntertainmentAdvertising Screens UI

OUTDOOR / PUBLIC SPACE

Drones / Robotics

EntertainmentAdvertising Screens UI

Smart Shops / Shop UIs

Connected Sports

HOME

Security

Automation

Locks, lights, cameras

Virtual assistants

PERSON

Wearables

Smart clothing

AR / VR

Smartphone

Amazon AWS will be part of multitude of these servicesas core foundation of cloud infrastructure.

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Creating a seamless User Experiencewill be challenging

Basics of eCommercearen’t always in place yet

Complicated legacy systems

Di�cult to engage customers daily

Operating Leverage

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Software will eat the worldSoftware will eat the world

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Luckily the technology is already here

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

JavascriptJavascript

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Why does it matter tomy business?

All big players stand behind JS

It will work with every screen - no more restrictions

Faster, easier, more cost e�ective, more developers, more frameworks….

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Exponential advancements

exponential competition

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Exponential advancements

exponential possibilities

FROSMOX16 was held around this time

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Super cheap technology enables

More companies will engage in more business

Easier to experiment new business models for anyone

Easier to create leverage

Distribute faster People adopt faster Companies will succeed

and fail faster

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S Everything as a service?

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Be aware of “winner takes it all” markets

Actual Consumption for Apps, Wesites, US 2014

27apps used per

month

79% of time spent on

apps

96websites visited

per month

44% of time spent on

websites

5 5

Sources: Nielsen, Comscore, Ars Technica, TechCrunch, Internetlivestats, Digitalsmiths,Activate analysis. Averages across all users with access.

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

It’s just in media - who cares?Internet and software will create a world

where it will be possible to create rapid

global leverage for ANY BUSINESS

UBER

AIRBNB

?

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

GOING AGAINST GILLETTE (P&G)...ARE YOU INSANE?!

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

2012 - 2016: Unilever buys with 1b, what happened?

Gillette’s (P&G) power

was based on

R&D

Branding & Advertising

Distribution & Retail

How did Dollar Shave Club

manage to get 15% market

share?

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Welcome to the disruption

Each of Gillette’s (P&G)

advantages were destroyed:

R&D: shaves are good

enough

Branding & Advertising:

Youtube & FB are free!

Distribution & Retail:

Amazon’s cloud & great UX

How did Dollar Shave Club

manage to get 15% market

share?

Lot of value was destroyed:

15% market share = 5% of the revenue

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Winner takes it all marketsAmazon can leverage all of these to make sure the prices are low

Buying power

Delivery power

Server infrastructure power

Warehouse power

Payment gateway power

And membership power to add margin

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S What should we do?

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Experiment and rethink around strategy

protectsyou

needs to be obvious

retains customers

needs to be perfected in order to justify exclusivity and continuous payments

EXCLUSIVE EXCELLENTSERVICE

PROBLEMSOLVED UX

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Summary - future of the UX

Wireless identification leads to an explosion

of screens

Javascript as technology will

accelerate business development

You can and should start today

21 3

FR

OS

MO

X16

MIK

AE

L G

UM

ME

RU

S

Thank You!Mikael Gummerus

Founder & CEO

mikael.gummerus@frosmo.com+358 50 323 4643

www.frosmo.com