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Small scale vs. Large scale

from Thinkmobile, 2 years ago Add as contact

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DON'T GET STUCK IN THE MIDDLE: The customer connection will be handled by those who know and serve.. Small scale companies(or individuals) are connected and will challenge global players in the small scale game. Customer involvement in innovation/production will add value in the chain.

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  • seblr
    seblr said 2 years Edit Delete

    very good.



    cocreation is the futur, customer will not only act at the end and be considered as the buyer he will from now on and more and more be an actor from the beginning of the product.



    please continue to share your knowlegde!

  • Thinkmobile
    Thinkmobile said 2 years Edit Delete

    Hi Mike,

    Thanks for your words.

    Yep. there are exceptions. What makes the exceptions I am not sure yet. In my slideset(the end) you see examples of exceptions(Apple is one of them).

    With Adidas I am not sure..

    I see a kind of polarisation forming between the group that believes the big ego brands and the group who like to see 'serving' brands.. Which path will Adidas take? Can you be there for both groups?

  • mkjnssn
    mkjnssn said 2 years Edit Delete

    Wow, Raimo, have you got some impressive energy. I respect the fact that you stick out your head and create stuff to talk about. Which I will.
    Aren't brands like Apple (Itunes) and Mini Cooper proving that large scale and increased consumer influence are very well possible? In facts isn't Adidas proving that they can play the games on both chessboards?
    Hear from you, cheers Mike

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    Presentation Transcript

    1. Slide 1: Small Scale vs. Large Scale stuck in the middle Raimo van der Klein http://contributionmarketing.wordpress.com
    2. Slide 2: The Origin BIG companies have difficulties serving the connected individuals. Transparancy show the real resources/assets of companies(read competitive advantage). Distribution has become a commodity.
    3. Slide 3: The Scale Effect Customer side Production side A-brands “small scale game” “large scale game” • The customer connection will be handled by those who know and serve.. • Small scale companies(or individuals) are connected and will challenge global players in the “small scale game”. • Customer involvement in innovation/production will add value in the chain.
    4. Slide 4: Examples Customer side A-brands Production side “small scale game” “large scale game” Pimped car FIAT Production Plant P2P distribution Operator Access Unique design Tee Onlineshop Factory Adidas Zissou Adidas Factories/research Recommendations Amazon Distribution User Generated Content MTV Artists
    5. Slide 5: The Value chain shift Pressure on Pressure on Pressure on Attention Innovation Production Retail Co creation Crafting “Small Customer Customization Scale Relationship bus.* User Generated Game” Products Mass Product innovation Open Contact and commercialization Marketing Innovation Facilitation Businesses* Brands Open platform “Large Infrastructure Scale Product Management Game” Outsourcing Facilitation Businesses* Standardization Low Transparancy High * John Hagel
    6. Slide 6: Small Scale Game More tools to add value. Social Marketplaces Comparisons Recommendations Navigation Customization Profiles P2P distribution
    7. Slide 7: Large Scale Game Value through scale and openness Materials Research Direct access/contact China Customization facilitation Low cost
    8. Slide 8: The Middleman(Brands) PRESSURE.. Customer drives: Production facilitates: Innovation Co-creation Recommendations Customization Adidas Zissou case Reputations “Scientific” innovation Marketing Open research Sales “Small Scale Game” “Large Scale Game” Value moves away How to create TRUE value?
    9. Slide 9: Deflation of the Brand’s value in the chain.. Refocus on your contribution in the valuechain.. Do you play the SMALL game or the LARGE game?
    10. Slide 10: The choices “small scale game” “large scale game” Define clear connected groups Facilitate customization Know them better than they Focus on research know themselves Open production(wholesale) Create a platform to innovate and co-create Be the best or cheapest Make great products(tools) for Scale matters.. this small group you know Serve your public
    11. Slide 11: Some Exceptions..
    12. Slide 12: (Vertical) Icons ?
    13. Slide 13: Amazon will facilitate a User Generated Products Platform
    14. Slide 14: Power2thePeople
    15. Slide 15: About Author Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager. Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Co-creation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR. For more information contact me at raimo@planet.nl

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