WORLDWIDE

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1) I have some good news and some bad news2) How to max the good and min the bad3) Examples

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mobile is the center of audience attention

you need to earn your audience

in mobile

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feels riskier:“if we build it will they come?”

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1)Tech maturity Risk2)Category Risk

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3 high profile cases in different stages of the hype cycle and how we set the objectives against the risk

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8 Gartner Hype Cycle

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McDonald’s Angry Birds

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Technology Risk Category Risk

Maturity / description Plateau of productivityFrom quick service restaurant

to mobile gaming

Risk management Low risk (or so we thought...) High risk

“Angry Burgers”

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12 source: Gartner

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adidas windowshopping

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Technology Risk Category Risk

Maturity / description Thorough of disillusionment Within retail

Risk management High risk Low risk

“Windowshopping”

the most awarded digital in the World 20131) Dumb ways to die2) Nike+ Fuelband3) adidas Windowshopping

source: Gunn Report

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16 source: Gartner

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Nissan Nismo Watch

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Technology Risk Category Risk

Maturity / description Peak of inflated expectations Watches

Risk management High risk High risk

“Nismo Watch”

you need to earn your place in mobile.

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managing tech maturity risk will lead you to launching a portfolio of ideas instead of one.

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managing category risk lead you on a look for small ideas.

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Thank you!

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vaino.leskinen@digitalartsnetwork.com310-463-5180@vaiskiwww.tbwachiatday.comwww.digitalartsnetwork.com

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