Date post: | 16-Mar-2016 |
Category: |
Documents |
Upload: | apg-network |
View: | 216 times |
Download: | 0 times |
The Perils of Being a Visionary
October 25, 2012
Audience Participation I
• Raise your hand if you have heard of a Segway Personal Transporter
1
• Raise your hands if you have used a Segway
The Future Of Transportation: In 2001
Segway PT “Personal Transporter”• Invented by Dean Kamen• Introduced in December 2001
Insiders predicted that the Segway would: • Revolutionize urban transportation and
2
Sources
Photo: Time Specials, “The 50 Worst Inventions” (http://www.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991902,00.html)
Quotes: The Guardian (http://m.guardiannews.com/ms/p/gnm/us/view.m?id=15&gid=/world/2001/dec/04/engineering.highereducation)
• Revolutionize urban transportation and design
• Reduce overdependence on oil• Have a more profound impact on
humankind than the development of the personal computer
The Future Of Transportation: Reality
2001•Introduced
2002•Trouble with local laws on usage (sidewalk vs. roadway)
2003•Recalled all scooters (6,000 total)
2004•Losing money; all original funds have been depleted
2009•Acquired by U.K. businessman, James Heselden
Today•Low adoption
3Sources
Timeline: Wall Street Journal Technology Blog , “Digits” (http://blogs.wsj.com/digits/2010/09/27/from-hype-to-disaster-segways-timeline/)
• Segway currently exists as a novelty• Primary uses include tourist attractions and use by local
police and other mobile security forces
roadway) depleted
Audience Participation II
• Raise your hand if you have heard of the internet
4
• Keep your hand in the air if you have used the internet in the past year
The Future Of The Internet: In 1995
“I predict the Internet will soon go spectacularly supernova and in 1996
catastrophically collapse.”
5
Robert Metcalfe
• 1995 InfoWorld column• Founder of 3Com• Co-inventor of Ethernet Technology
Sources
Photo: Computer History Museum (http://www.computerhistory.org/fellowawards/hall/bios/Bob,Metcalfe/)
Quote: Scientific American (http://www.scientificamerican.com/article.cfm?id=pogue-all-time-worst-tech-predictions)
The Future Of The Internet: Reality
The Internet has survived without a
major collapse, and has seen the number of
users worldwide
6
increase 358% in the last 10 years
Source
Chart: International Telecommunications Union [ITU] (http://www.itu.int/ict/statistics)
So What Does This Mean?
Was the 80% direct channel share prediction wrong?
8
7Source
Photo: Tech Hive (http://www.techhive.com/article/244601/geeky_magic_8_ball_serves_up_fortunes_still_gives_vague_answers.html)
8
Why Haven’t We Reached 80% Yet?
GOAL:
8
9/11
Bankruptcies
MergersFinancial Crisis/ Transformation
GOAL:Sustained ProfitabilitySelf-relianceManage The BusinessInvest In The product
So What Does This Mean?
Airlines want to solve two financial challenges
9
Transparency and consumer options
Direct channel sales are cheaper than third party sales
Delta Is Looking To DifferentiateEconomy, First/Business and Basic Economy options are
presented
Customer has the option to login and be recognized
10
Customers are able to see
aircraft amenities
Search can be customized
Is 60% Attainable?
If third party channels can…
– Evolve– Innovate
It is aggressive, but attainable – Is it necessary?
11
– Innovate– Be flexible– Be cost-effective– Deliver value to customer
and supplier
…they have the potential to thrive
Direct Direct SalesSales
Third Third PartyParty
4 D’s Of Delta’s Distribution Strategy
Do not disrupt back office functions you rely on; do not negatively affect managed travel programs
Invest in, and provide, a superior customer experience – better recognition of the customer during the shopping experience
Do no harm
Deepen customer engagement
12
during the shopping experience
Develop and implement new, innovative technology that enables a shift from “commodity” minded distribution to more customized “merchandising”
Across all channels, enable the consumer to quickly and easily recognize the product and service value provided by Delta
De-commoditize
Differentiate
Thank You!Thank You!
13