Digital DNA & Digital Augmentation

DIGITAL DNA & DIGITAL AUGMENTATION how technology and new economic forces are changing business image by liber on ﬂickr.com

image by rutty on ﬂickr.com It is fueled by technology

image by rutty on ﬂickr.com change is fueled by It is fueled by technology and to see the a is often difﬁcult

Technology Change Change Social Change Business Change Political Change Time

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? image by chewie2008 on ﬂickr.com

new products what does this mean? image by chewie2008 on ﬂickr.com

new products new business models what does this mean? image by chewie2008 on ﬂickr.com

new products new business models new competitive advantages what does this mean? image by chewie2008 on ﬂickr.com

new products new business models new competitive advantages new brand development what does this mean? image by chewie2008 on ﬂickr.com

new products new business models new competitive advantages new brand development new competitors what does this mean? image by chewie2008 on ﬂickr.com

new products new business models new competitive advantages new brand development new competitors new markets what does this mean? image by chewie2008 on ﬂickr.com

do not focus on the digital as a technology - focus on the opportunities and effects image by chewie2008 on ﬂickr.com

image by yushimoto_02 on ﬂickr.com

image by yushimoto_02 on ﬂickr.com DIGITAL DNA

image by yushimoto_02 on ﬂickr.com digitalization globalization democratization socialization

image by julian- on ﬂickr.com

image by julian- on ﬂickr.com DIGITALIZATION

Clock Speed Transistor Count CPU Speed 1970 1975 1980 1985 1990 1995 2000 2005 2010

$1 $ 0.1

$1 $ 0.1 $ 0.0001

$1 $ 0.1 $ 0.0001 -$? Production Cost 0

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 averag e size is down 80% image by losciale.com

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

GLOBALIZATION

Value Cost Dollars Number of Connected Devices

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

image by Marc Shandro on flickr.com DEMOCRATIZATION

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 - Power over media & tools - Communication obstacles

Pixels Storage Bandwidth 1970 1975 1980 1985 1990 1995 2000 2005 2010

Users experience technology democratization which give them the power over: TOOL S T IME IO N MAT F O R MEDIA IN

INFORMATION

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

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

SOCIALIZATION image by Pieter Musterd on ﬂickr.com

N 2 -N-1 N(N-1)/2 N Number of users (N)

“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 BETTER PRODUCTS

PRODUCT + ENHANCEMENT = BETTER PRODUCT

PRODUCT D IGITALIZ ATION GLOB ALIZA TION + ENHANCEMENT = BETTER PRODUCT DEMOC RATIZA IO N TION LIZAT S OCIA

PRODUCT + DIGITAL AUGMENTATION = BETTER PRODUCT

PRODUCT ARE NCY TRA NSP + DIGITAL AUGMENTATION + EFF ICIENCY + ION NVE RSAT +CO ILITY DESIRAB = BETTER PRODUCT +

ARE NCY TRA NSP + FICIE NCY EF ION NVE RSAT +CO ILITY DESIRAB +

$1 $20

$0 .0 $1 $20

CY EN SPAR AN NCY N TR CIE TIO I SA EFF ER ITY NV BIL + CO RA SI + DE

2 106 Online visits Visits in branch

2 >98 % OF MY TOUCHPOINTS WITH MY BANK ARE DIGITAL 106 Online visits Visits in branch

NOK 500.000.000

ENCY RAN SPAR T NCY EFF ICIE + TION ONV ERSA C LITY ESIRABI D

ARE NCY TRA NSP + NCY + EFF ICIE ION NVE RSAT +CO ILITY DESIRAB +

Welcome back Martin. Loading My VOLVO Online...

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. ZC 42 564 Edit Calculate residuals

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption ZC 42 564 Edit Calculate residuals Zoom Eco driving

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service ZC 42 564 Edit Due in two months. Your dealer has an open slot this tuesday. BOOK NOW Calculate residuals Zoom Eco driving

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional open slot this tuesday. rust prevention. Read more. 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional open slot this tuesday. rust prevention. Read more. 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving Want to tell us anything? Happy with your Volvo V70? Not entirely happy? We want to know! SEND

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional open slot this tuesday. rust prevention. Read more. 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving Want to tell us anything? Be safe Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you want to know! should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already SEND

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional open slot this tuesday. rust prevention. Read more. 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving Want to tell us anything? Be safe Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you want to know! should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already SEND Owner to owner 4 x 17” ‘R’ alloys. Will ﬁt YOUR car. DKK 1.500,- Northern Jutland. Contact seller. See more used parts for YOUR car

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Due in two months. 1 June 2010 Your dealer has an C-pillar on your model needs additional open slot this tuesday. rust prevention. Read more. 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving Want to tell us anything? Be safe Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you want to know! should upgrade his seat to the 3-5 year model. Read more. Your Volvo Online price: DKK 2.375,- BUY NOW I have this already SEND Owner to owner Facts on your V70 4 x 17” ‘R’ alloys. Will ﬁt Did you know that the headlights of your YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a Northern Jutland. typical car in the same class? Read more. Contact seller. See the difference in the headlight simulator See more used parts for YOUR car

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Servicemonths. Due in two history 1 June 2010 ZC 42 564has an Your dealer // Volvo V70 2.4. 2008 model needs additional C-pillar on your open slot this tuesday. rust prevention. Read more. VIN: YV1BW64528175563341 12 April 2010 Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving 15 Dec 2009 // 42,322 km Fan belt changed by John Jensen. Want to tell us anything? See safe Be receipt Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We 15 Dec. 2009 // 42,322 km is almost 3 now - you Your son want to know! Oil service by Anders Østergaard his seat to the should upgrade 3-5 year model. Read more. See receipt Your Volvo Online price: 2. Mar. 2009 // 38,789 km DKK 2.375,- Bodywork by Mads Jensen See receipt. See insurance claim. BUY NOW I have this already SEND 3. Jan 2009 // 31.314 km Regular service, 30.000 km by Anders Owner to owner Østergaard. See receipt Facts on your V70 4 x 17” ‘R’ alloys. Will ﬁt 13. Oct 2008 // 26.800 you know that the headlights of your Did km YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a Change of ownership. See details Northern Jutland. typical car in the same class? Read more. Contact seller. See the difference in the headlight simulator See more used parts for YOUR car

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Servicemonths. Due in two history 1 June 2010 Rate your dealership ZC 42 564has an Your dealer // Volvo V70 2.4. 2008 model needs additional C-pillar on your open slot this tuesday. rust prevention. Read more. Are you completely satisﬁed with your YV1BW64528175563341 VIN: Volvo 12 April 2010 dealership? Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving 15 Dec 2009 // 42,322 km Fan belt changed by John Jensen. You have visited two Volvo dealerships within Want to tellthe anything? See safe Be receipt us last 12 months. Please rate your experience. Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you 15 Dec. 2009 Your son Service Oil service by Anders Østergaard his seat to the should upgrade 3-5 year model. Read more. Quality See receipt Your Volvo Online price: Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,- 2. Mar. S DKK Service Bodywork by Mads Jensen Quality See receipt. See insurance claim. BUY NOW I have this already SEND 3. Jan 2009 // 31.314 km Regular service, 30.000 km by Anders Owner to owner Østergaard. See receipt Facts on your V70 4 x 17” ‘R’ alloys. Will ﬁt 13. Oct 2008 // 26.800 you know that the headlights of your Did km YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a Change of ownership. See details Northern Jutland. typical car in the same class? Read more. Contact seller. RATE See the difference in the headlight simulator See more used parts for YOUR car

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Servicemonths. Due in two history 1 June 2010 Rate your dealership ZC 42 564has an Your dealer // Volvo V70 2.4. 2008 model needs additional C-pillar on your open slot this tuesday. rust prevention. Read more. Are you completely satisﬁed with your YV1BW64528175563341 VIN: Volvo 12 April 2010 dealership? Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving 15 Dec 2009 // 42,322 km Fan belt changed by John Jensen. You have visited two Volvo dealerships within Want to tellimages months.Volvo V70 owners’your experience. My the anything?See other Please rate galleriessafe us last 12 See receipt Be Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you 15 Dec. 2009 Your son Service Oil service by Anders Østergaard his seat to the should upgrade 3-5 year model. Read more. Quality See receipt Your Volvo Online price: Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,- 2. Mar. S DKK Service Bodywork by Mads Jensen Quality See receipt. See insurance claim. BUY NOW I have this already SEND 3. Jan 2009 // 31.314 km Regular service, 30.000 km by Anders Owner to owner Østergaard. See receipt Facts on your V70 4 x 17” ‘R’ alloys. Will ﬁt 13. Oct 2008 // 26.800 you know that the headlights of your Did km YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a Change of ownership. See details Northern Jutland. typical car in the same class? Read more. Contact seller. RATE See the difference in the headlight simulator See more used parts for YOUR car

MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars ZC 42 564 Edit Servicemonths. Due in two history 1 June 2010 Rate your dealership ZC 42 564has an Your dealer // Volvo V70 2.4. 2008 model needs additional C-pillar on your open slot this tuesday. rust prevention. Read more. Are you completely satisﬁed with your YV1BW64528175563341 VIN: Volvo 12 April 2010 dealership? Your model is NOT among those needing BOOK NOW control of the cooler fan. Read more. Calculate residuals Zoom Eco driving 15 Dec 2009 // 42,322 km Fan belt changed by John Jensen. You have visited two Volvo dealerships within Want to tellimages months.Volvo V70 owners’your experience. My the anything?See other Please rate galleriessafe us last 12 See receipt Be Go to the Volvo Shop > Happy with your Volvo V70? Not entirely happy? We want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you 15 Dec. 2009 Your son Service Oil service by Anders Østergaard his seat to the should upgrade 3-5 year model. Read more. Quality See receipt Your Volvo Online price: Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,- 2. Mar. S DKK NCY Bodywork by Mads Jensen PARE Service ANS Quality See receipt. See insurance claim. BUY NOW I have this already +TR SEND NCY 3. Jan 2009 // 31.314 km +EFF ICIE Regular service, 30.000 km by Anders TION Østergaard. See receipt ERSA Owner to owner Facts on your V70 +C ONV 4 x 17” ‘R’ alloys. Will ﬁt 13. Oct 2008 // 26.800 you know that the headlights of your Did km LITY ABI RATE YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a Change of ownership. See details ESIR Northern Jutland. typical car in the same class? Read more. +D Contact seller. See more used parts for See the difference in the headlight simulator YOUR car

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SO... image by lordog on ﬂickr.com

ACCEPT THAT TECHNOLOGY CHANGES MOST THINGS. CREATE AN ENVIRONMENT THAT IS 1. READY FOR CHANGE

UNDERSTAND THE DIGITAL DNA: DIGITALIZATION, GLOBALIZATION, 2. DEMOCRATIZATION, SOCIALIZATION

IF YOUR PRODUCT LACKS EFFICIENCY, TRANSPARENCY, CONVERSATION OR 3. DESIRABILITY - ADD IT DIGITALLY

BUILD A DIGITAL PLATFORM AND CONNECT YOUR PRODUCTS TO IT. 4. THEN CONNECT THE PLATFORM TO THE SOCIAL WEB.

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THANK YOU martin.deinoff@creuna.se @martindeinoff +46 733 113 172 image by johnniecraig.wordpress.com

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Digital DNA & Digital Augmentation

by Martin Deinoff

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