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Living Digitally
 

Living Digitally

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James McQuivey was once again the keynote presenter at Southwest Media Group's third annual Digital Summit. ...

James McQuivey was once again the keynote presenter at Southwest Media Group's third annual Digital Summit.

Soul Mate: Mr. James McQuivey, Vice President, Principal Analyst Forrester Research

James serves Consumer Product Strategy professionals. He analyzes television and media technology and specializes in the future of the moving image, including digital video recorders, HDTV, video on demand, Internet-based video, and the business implications of each of these disruptive technologies or movements. Beyond this, he also covers digital music and digital publishing and shares with other Forrester analysts an interest in the future of the digital home.

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    Living Digitally Living Digitally Presentation Transcript

    • Living Digitally:Marketing in the Era of Experience
      James L. McQuivey, Ph.D.VP, Principal Analyst
      Southwest Media Group Digital Summit 2011
      3 May 2011
      Follow me on Twitter: jmcquivey
    • Syracuse
      S-curves
      Dr. Everett Rogers
      Diffusion of Innovation
    • Forrester
      CD-ROM
      I get this
      World Wide Web
      Predict the future
    • A digital adoption revolution is occurring
      New adoption characteristics have emerged
      Something is making people adopt faster than they ever have
      The same factors that have combined to create new adoption patterns are still at work
      They will change the experience of every other product and service
    • Consider the top digital products of 2010
      Kindle: Approximately 8 million US users
      About half of these from the 2010 model, Kindle 3.0
      iPad: Nearly 10 million sold in the US in less than a year
      We expect Apple to sell another 20 million domestically in 2011
      All but 2 million iPad 1.0 buyers will buy another tablet this year
      Kinect: 8 million units sold globally in 2 months, 10 million since launch
      Microsoft still has 40 million Xbox 360 owners to market Kinect to
      More than 50 million people will have tried a Kinect by year-end 2011
    • Are these products momentary anomalies?
      NO
    • These successes are the product of a virtuous cycle that is enabling a digital life
      1. How we connect
    • Consider the connection facts
      Half of online homes now have a home network
      Base: US households
      *Source: The State Of Consumers And Technology: Benchmark 2009, US
      Source: September 21, 2010, “The State Of Consumers And Technology: Benchmark 2010, US” Forrester report
    • These successes are the product of a virtuous cycle that is enabling a digital life
      1. How we connect
      NO
      2. What we connect
    • Types of connected devices
      Multiple connected devices are now the norm
      9+
      8+
      7+
      6+
      5+
      Millions of US adults
      105.3
      79.3
      57.7
      37.0
      22.1
      13.3
      8.0
      4.5
      4+
      3+
      2+
      Base: 3,990 US online adults
      Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)
    • These successes are the product of a virtuous cycle that is enabling a digital life
      1. How we connect
      3. How we experience
      NO
      2. What we connect
      These products have not just changed our digital lives, they’ve changed the experience of every other product
    • We are entering the Era of Experience
      • From the beginning of the Industrial Revolution, we have passed through two distinct eras:
      • Now, in the new era, experience will
      • Differentiate you from your competitors, and
      • Create distinct value for your customers.
      The Era of Production
      The Era of Distribution
    • In the Era of Experience, digital products enable other, non-digital products to be reborn as digital experiences
      to be reborn
    • Redo my…
      Hair
      Eyes
      Lips
      Skin
    • Early examples of these experiences are already widely available
    • In the Era of Experience, we call these digital life moments Total Product Experiences
      TOTAL: Extends the experience of a product beyond its traditional boundaries
      PRODUCT: Reinforces the product itself, not just the brand
      EXPERIENCE: Creates a new depth of customer experience that is more:
      Persistent
      Meaningful
      TOTAL:
      PRODUCT:
      EXPERIENCE:
    • Total product experiences depend on three elements
      Device
      Platform
      Service
      Together, these things enable total product experiences that go far beyond our prior expectations
    • Tablets will continue to advance at a rapid pace
      15 million tablets worldwide at the outset of 2011
      Forecast: 82 million tablet users in the US by 2015
    • Tablet users have fully embraced this digital life
      Base: US online consumers (n=4587); tablet owners (n=210)Source: Forrester’s North American Technographics® Consumer Technology Online Survey, Q1 2011 (US)
    • Game consoles are the next enabler
      There are more than 120 million homes worldwide with connectable game consoles
      Depending on the market, half of these boxes connect to the Internet, at least occasionally
      The Xbox 360 Live community has 30 million members
      85 million
      50 million
      50 million
    • Kinect is the Total Product Experience enabler for the home of the future
      This $150 peripheral went on sale November 4, 2010
      It provides voice control, face recognition, and 3D motion sensing for the Xbox 360
      Kinect goes far beyond gaming, giving people:
      Voice control over video
      Video conferencing
      A deeper channel for marketing, sales, and anticipation of product experience
    • Kinect has a modest impact on product experience today
      Gatorade sponsors Ubisoft Fitness Evolved, a Kinect fitness trainer
      But there is no “virtual experience” of Gatorade
      Chevrolet’s got the right idea with its Volt electric car, which can be “driven” in a Kinect game
      But where are the Kinect apps that will enable a Total Product Experience?
    • What do we learn from the home beauty mirror?
      Social
      Interactive
      Rewarding
    • What Total Product Experience will you develop for the future?
      How can you digitize your current interaction with your customer?
      What additional interactions could you have that weren’t feasible before?
      Are there any movements or visualizations that you could simulate to make your total product experience more compelling?
      When can you take advantage of context?
    • Marketing and product will now expand into each other
      Digital marketing simulates product experiences
      Marketing
      overlap
      Product
      Experience
      Anticipation
      Promise
      Total Product Experience
    • Picking platforms for experimentation based on penetration, engagement, and audience size
      5
      Xbox w/Kinect
      100 - 125
      iPad
      Xbox 360
      125-149
      4
      Non-iPad tablets
      PS3
      150-199
      Wii
      Level of Engagement
      3
      200+
      Size corresponds to how high the device indexes for those that spend big on entertainment
      2
      Connected TV
      1
      0
      50mm
      50mm
      US Penetration
    • It’s time to take an active role
      The platform providers are experiencing all the success
      The app developers are reaping all the near-term rewards
      Product strategists and marketers are taking a back seat to the development of the future
      By pooling their resources, product and marketing teams can create Total Product Experiences that win consumers’ hearts and minds
    • What to do about it
      Embrace the idea: All products will be reborn as digital product experiences with the help of new digital devices and platforms
      Look for opportunities to extend your product experience
      What devices might present new digital opportunities for product discovery and engagement?
      What platforms are your customers on that you should build on?
      What services can you offer – what information can you deliver – that will enhance the value of your product?
      Pool your creativity and resources with product strategists and product marketers to ensure that you have a shared vision of the Total Product Experience you want to deliver
    • Thank you
      James McQuivey
      jmcquivey@forrester.com
      jmcquivey
      www.forrester.com
      Follow me on Twitter