Digital DNA & Digital Augmentation

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DIGITAL DNA& DIGITAL

AUGMENTATIONhow technology and new economic

forces are changing business

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 ?

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


what does this mean?



new products



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

image by yushimoto_02 on flickr.com


DIGITAL DNA


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%

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

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)

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

image by gin_able on flickr.com

image by gin_able on flickr.com

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

$20

$20

$1

$20

$1

$0.0

TOYS

TRANSPARENCY

EFFICIENCY

+CONVERSATION

+DESIRABILITY

BANKS

106

2

Online visitsVisits in branch

106

2

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

CARS

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EditZC 42 564Volvo V70 2.4. 2008.

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Next ServiceDue in two months. Your dealer has an open slot this tuesday.

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Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.

12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.

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

15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt

2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.

3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt

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

Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341


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+TRANSPARENCY

+EFFICIENCY

+CONVERSATION

+DESIRABILITY

image by lordog on flickr.com

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SO...

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

1.

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 [email protected]@martindeinoff+46 733 113 172

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Date post:	29-Nov-2014
Category:	Business
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