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Bouwe Doeven,  Nanterre  20/21 december 2010 Paris X / Master MOI What perspectives for 21 st  Century MARKETING?
Bouwe Doeven, background <ul><li>MSc Mech Eng. 1983 / MBA  1991 </li></ul><ul><li>Philips Electronics 1984-1991 </li></ul>...
Questions <ul><li>How old is the internet? </li></ul><ul><li>How old is the world wide web? [www] </li></ul><ul><li>How ar...
History of Data Communication <ul><li>1837 Telegraph [Morse code] </li></ul><ul><li>1935 Telex [Phone pulse data transfer]...
Networking <ul><li>Drivers: </li></ul><ul><ul><li>Military information </li></ul></ul><ul><ul><li>Academic information exc...
Internet Paris X / Master MOI
Development / milestones <ul><li>1992 - First Photo on Internet.  </li></ul><ul><li>1996 - first Mobile Phone on Internet,...
Rough Timeline of Web Technologies <ul><li>1991 HTML </li></ul><ul><li>1994 HTML 2 </li></ul><ul><li>1996 CSS 1 + JavaScri...
# internet Hosts
Paris X / Master MOI
Paris X / Master MOI
Paris X / Master MOI
Semantic Web I have a dream for the Web [in which computers] become capable of  analyzing all the data  on the Web –  the ...
Syntax vs. Semantics; example Google  <ul><li>Paris Hilton; 103 Mn hits [0.21 sec], Hilton Hotel Paris #44 </li></ul><ul><...
Paris X / Master MOI
Web 3.0 People keep asking what Web 3.0 is. I think maybe when you've got an overlay of  scalable vector graphics  - every...
Paris X / Master MOI
Web 2.0 vs. Web 3.0  <ul><li>Web 2.0 </li></ul><ul><li>The Web as Platform </li></ul><ul><li>Harnessing collective intelli...
Web evolution and impact on E-commerce en Online Advertising  [ Source: Yankee group 2008] Yesterday Today Tomorrow Web  E...
Paris X / Master MOI
Requirements for Web 3.0 <ul><li>User defined data available about preferences </li></ul><ul><li>Coupling of data [e.g. wh...
Issues [like on web 2.0] <ul><li>Safety </li></ul><ul><li>Privacy </li></ul><ul><li>Identity  </li></ul><ul><li>Abuse of d...
Marketing? <ul><li>What are the opportunities for marketing when web 3.0/ the semantic web is reached?? </li></ul><ul><li>...
Marketing 3.0?  Paris X / Master MOI NEW
Marketing 3.0?  Paris X / Master MOI NEW Web 1.0 Web 2.0 Web 3.0 Advertising Webpages Youtube Interactive ads Selling E-ba...
# of Apps available Paris X / Master MOI # of downloads 2010 2011 Apple 250k 600k Android 100K 500K 2010 2011 Apple 10 bil...
Android; 10 Billion downloads! Paris X / Master MOI
Apps and Marketing <ul><li>Users Want Useful Apps - Not Marketing </li></ul><ul><li>Focus on the customer need, as well as...
Possible Examples <ul><li>Hinting on restaurants in the area </li></ul><ul><li>Suggesting actions  [mounting of snow tires...
App adjusts car seat!  Smartfit™ phone-activated seat adjustment system Faurecia has developed a new concept for automated...
Where does it go beyond? <ul><li>Web 4.0?  </li></ul><ul><li>Computer becomes PA and makes arrangements before you thought...
Example 4.0? <ul><li>Social dinner shopping list composed by PC based on preferences and allergies of participants [via fa...
Paris X / Master MOI
Paris X / Master MOI
Social / networking Media <ul><li>Facebook [2004] </li></ul><ul><ul><li>> 800M users worldwide  </li></ul></ul><ul><ul><li...
Paris X / Master MOI
Facebook traffic
Threats <ul><li>Privacy matters. </li></ul><ul><li>“ machines take the lead” </li></ul><ul><li>How do we stay in control? ...
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Presentatie mo idec2011vs30

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  1. 1. Bouwe Doeven, Nanterre 20/21 december 2010 Paris X / Master MOI What perspectives for 21 st Century MARKETING?
  2. 2. Bouwe Doeven, background <ul><li>MSc Mech Eng. 1983 / MBA 1991 </li></ul><ul><li>Philips Electronics 1984-1991 </li></ul><ul><li>LPF Flexible Packaging 1991-1996 </li></ul><ul><li>Van Leer 1996-1998 </li></ul><ul><li>Owner BDC advies & interim-management 1998  </li></ul><ul><ul><li>Consultancy and temporary management. </li></ul></ul><ul><ul><li>Teaching Business Administration </li></ul></ul><ul><li>Traineeship in Monaco </li></ul><ul><li>Worked in Germany </li></ul><ul><li>Business in Europe & USA </li></ul><ul><li>Private travels in Europe, USA, Turkey, Oman & India / Bhutan </li></ul><ul><li>Multilingual Dutch, English, French, German and Frysian. </li></ul>Paris X / Master MOI
  3. 3. Questions <ul><li>How old is the internet? </li></ul><ul><li>How old is the world wide web? [www] </li></ul><ul><li>How are they different? </li></ul>Paris X / Master MOI
  4. 4. History of Data Communication <ul><li>1837 Telegraph [Morse code] </li></ul><ul><li>1935 Telex [Phone pulse data transfer] </li></ul><ul><li>1970 packet switching between mainframe computers [ARPANET, Telenet] , X 25 protocols. </li></ul><ul><li>1982 Internet, global network, TCP/IP </li></ul><ul><li>1990 WWW, hypertext, Uniform Resource Locator  (URL) and  Uniform Resource Identifier  (URI); the publishing language  HyperText Markup Language  (HTML); and the Hypertext Transfer Protocol  (HTTP). </li></ul>
  5. 5. Networking <ul><li>Drivers: </li></ul><ul><ul><li>Military information </li></ul></ul><ul><ul><li>Academic information exchange and co-operation. </li></ul></ul><ul><li>1992 commercial activity allowed by Congress </li></ul><ul><li>1995 - end of commercial restrictions, National Science Foundation ends sponsoring. </li></ul>
  6. 6. Internet Paris X / Master MOI
  7. 7. Development / milestones <ul><li>1992 - First Photo on Internet. </li></ul><ul><li>1996 - first Mobile Phone on Internet, Nokia 9000 communicator. [WAP] </li></ul><ul><li>2007 - I-phone, iTunes interface, web 2.0 applications [Apps] </li></ul><ul><li>2008 - more phones then PC’s on internet. # of apps is exploding. </li></ul><ul><li>2009 network capacity becomes critical in big cities. </li></ul>
  8. 8. Rough Timeline of Web Technologies <ul><li>1991 HTML </li></ul><ul><li>1994 HTML 2 </li></ul><ul><li>1996 CSS 1 + JavaScript </li></ul><ul><li>1997 HTML 4 </li></ul><ul><li>1998 CSS 2 </li></ul><ul><li>2000 XHTML 1 </li></ul><ul><li>2002  Tableless Web Design </li></ul><ul><li>2005  AJAX </li></ul><ul><li>2009  HTML 5 [still under development] </li></ul>Paris X / Master MOI
  9. 9. # internet Hosts
  10. 10. Paris X / Master MOI
  11. 11. Paris X / Master MOI
  12. 12. Paris X / Master MOI
  13. 13. Semantic Web I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers . A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade , bureaucracy and our daily lives will be handled by machines talking to machines . The ‘ intelligent agents ’ people have touted for ages will finally materialize. –  Tim Berners-Lee , 1999 Paris X / Master MOI Tim Berners-Lee programmed the first browser and the first server while working as a software engineer at CERN in 1980. He is director of the World Wide Web Consortium.
  14. 14. Syntax vs. Semantics; example Google <ul><li>Paris Hilton; 103 Mn hits [0.21 sec], Hilton Hotel Paris #44 </li></ul><ul><li>Hilton Paris; 137 Mn hits [0.25 sec], photo’s Paris Hilton #1, Hotel #2! </li></ul><ul><li>Hilton Hotel Paris; 28 Mn hits [0.37sec]. Paris Hilton #11 [Wiki!] </li></ul><ul><li>Hilton Hotel in Paris; 73 Mn hits [0.37 sec], Paris Hilton #5 [Wiki] </li></ul><ul><li>Hilton hotel in Paris France; 3.6 M hits [0.18 sec], Paris Hilton # 14! [Wiki] </li></ul>Paris X / Master MOI
  15. 15. Paris X / Master MOI
  16. 16. Web 3.0 People keep asking what Web 3.0 is. I think maybe when you've got an overlay of  scalable vector graphics  - everything rippling and folding and looking misty — on  Web 2.0  and access to a semantic Web integrated across a huge space of data, you'll have access to an unbelievable data resource.&quot; –  Tim Berners-Lee , 2006 Paris X / Master MOI
  17. 17. Paris X / Master MOI
  18. 18. Web 2.0 vs. Web 3.0 <ul><li>Web 2.0 </li></ul><ul><li>The Web as Platform </li></ul><ul><li>Harnessing collective intelligence </li></ul><ul><li>Data is next Intell inside </li></ul><ul><li>End of Software Release Cycle </li></ul><ul><li>Lightweight programming Models </li></ul><ul><li>Software above the level of a single device </li></ul><ul><li>Rich User experience </li></ul><ul><li>Web 3.0 </li></ul><ul><li>The Platform as Market </li></ul><ul><li>Analysing Collected intelligence </li></ul><ul><li>Metadata is the next Intell Inside </li></ul><ul><li>Virtualisation of Software release Cycle </li></ul><ul><li>Automated Programming Models </li></ul><ul><li>Software below the level of sentience </li></ul><ul><li>Rewarding User Experience </li></ul>
  19. 19. Web evolution and impact on E-commerce en Online Advertising [ Source: Yankee group 2008] Yesterday Today Tomorrow Web Evolution Web 1.0 is about the world: Get everyone connected via internet Web 2.0 is about like-minded people: Share and interact with others in the group Web 3.0 is about the individual: Receive the right content at the right time from anywhere E-Commerce Evolution E-commerce 1.0: “ Here is what we have” E-commerce 2.0: “ People who bought this also bought that” E-commerce 3.0: “ We believe this is what you are looking for Online Ad Evolution Online Ad 1.0: Static portals and display advertising [ e.g. Display and search] Online Ad 2.0: Dynamic ad placement with contextual , behavioural, demographic and geographic targeting Online Ad 3.0: “ Personalized ad display based on user preferences, community and other characteristics
  20. 20. Paris X / Master MOI
  21. 21. Requirements for Web 3.0 <ul><li>User defined data available about preferences </li></ul><ul><li>Coupling of data [e.g. whereabouts and preferences] </li></ul><ul><li>Networks that can handle all that traffic </li></ul><ul><li>Cross-browser & version compatibility </li></ul><ul><li>Better semantic mark up in web pages (HTML 5) </li></ul><ul><li>Technology to programme intelligence (e.g., JQuery, etc.) </li></ul>Paris X / Master MOI
  22. 22. Issues [like on web 2.0] <ul><li>Safety </li></ul><ul><li>Privacy </li></ul><ul><li>Identity </li></ul><ul><li>Abuse of data </li></ul>Paris X / Master MOI Will it ever get safe on the web??
  23. 23. Marketing? <ul><li>What are the opportunities for marketing when web 3.0/ the semantic web is reached?? </li></ul><ul><li>Examples? </li></ul>Paris X / Master MOI
  24. 24. Marketing 3.0? Paris X / Master MOI NEW
  25. 25. Marketing 3.0? Paris X / Master MOI NEW Web 1.0 Web 2.0 Web 3.0 Advertising Webpages Youtube Interactive ads Selling E-bay Amazon Groupon Retaining Blogs Blogs Co- marketing Webforum Facebook adds/ twitter Ambasador Facebook fanpages
  26. 26. # of Apps available Paris X / Master MOI # of downloads 2010 2011 Apple 250k 600k Android 100K 500K 2010 2011 Apple 10 billion 18 billion Android 2 billion 10 billion
  27. 27. Android; 10 Billion downloads! Paris X / Master MOI
  28. 28. Apps and Marketing <ul><li>Users Want Useful Apps - Not Marketing </li></ul><ul><li>Focus on the customer need, as well as the business need. </li></ul><ul><li>Design for the right device: uncover which devices your customers use most. </li></ul><ul><li>Make sure your feature set fits the mobile experience: do not copy your website. </li></ul><ul><li>Most users are not interested in apps that are just marketing vehicles for a brand customers expect to get some value out of the app that is related to the brand and its products. </li></ul><ul><li>An app is not a &quot;microsites“ . </li></ul><ul><li>Apps should be well designed. </li></ul><ul><li>Apps should be easier to use than the brand's website. </li></ul>
  29. 29. Possible Examples <ul><li>Hinting on restaurants in the area </li></ul><ul><li>Suggesting actions [mounting of snow tires when near the garage when temperature at noon is below 7˚ C ] </li></ul><ul><li>Suggesting promotions on favourite products in the supermarket. </li></ul><ul><li>Suggesting appointments on suitable place/date/time. [Car service, dentist ] </li></ul>Paris X / Master MOI
  30. 30. App adjusts car seat! Smartfit™ phone-activated seat adjustment system Faurecia has developed a new concept for automated seat positioning that takes the guesswork out of properly adjusting seats. SmartFit™ is an application for smartphones that automatically adjusts the vehicle’s seats to conform to the healthiest position for each occupant, controlling the seat wirelessly.
  31. 31. Where does it go beyond? <ul><li>Web 4.0? </li></ul><ul><li>Computer becomes PA and makes arrangements before you thought of it? </li></ul>Paris X / Master MOI
  32. 32. Example 4.0? <ul><li>Social dinner shopping list composed by PC based on preferences and allergies of participants [via facebook] , PC orders it at preferred supplier and has it delivered on suitable time. Phone GPS starts oven when you are 30 min away from home. </li></ul>Paris X / Master MOI
  33. 33. Paris X / Master MOI
  34. 34. Paris X / Master MOI
  35. 35. Social / networking Media <ul><li>Facebook [2004] </li></ul><ul><ul><li>> 800M users worldwide </li></ul></ul><ul><ul><li>Value 100 B $ [125$/ user] </li></ul></ul><ul><ul><li>$4.27 B earnings 2011 </li></ul></ul><ul><li>Twitter [2006] </li></ul><ul><ul><li>> 100 M users worldwide </li></ul></ul><ul><ul><li>Value 8 B $ , turnover 150 M $ </li></ul></ul><ul><li>Google </li></ul><ul><ul><li>Value 205 B $, profit 29 B $ </li></ul></ul><ul><li>Myspace [ 2003] </li></ul><ul><ul><li>Value 35 M$ </li></ul></ul>Paris X / Master MOI
  36. 36. Paris X / Master MOI
  37. 37. Facebook traffic
  38. 38. Threats <ul><li>Privacy matters. </li></ul><ul><li>“ machines take the lead” </li></ul><ul><li>How do we stay in control? </li></ul><ul><li>Too much interaction? </li></ul>Paris X / Master MOI
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