David Evans - EmMeCon Seattle 2013

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David Evans - EmMeCon Seattle 2013

  1. 1. David Evans Ph.D.Sr. Research Director, GfKwww.linkedin.com/in/davidchinevans/@GfK_en@GfK_Technology
  2. 2. The GfK report on UX and loyalty in the digital ecosystem research was conducted by GfK Business & Technology. Itincludes the opinions of 4257 smartphone owners in nine countries who were interviewed between 17th and 28th October2011 using online interviewing techniques appropriate to the country.Preedy & Garner (2011) GfK TechtalkiOS users would rather switch banksthan smartphones
  3. 3. The GfK report on UX and loyalty in the digital ecosystem research was conducted by GfK Business & Technology. Itincludes the opinions of 4257 smartphone owners in nine countries who were interviewed between 17th and 28th October2011 using online interviewing techniques appropriate to the country.iOS users would rather switch banksthan smartphonesPreedy & Garner (2011) GfK Techtalk
  4. 4. 4Benefits ofremainingin anecosystemSimplicity• Apps• NavigationIntegration• Seamlessness• Setup• ExecutionAccess• Across devicesiOS users would rather switch banksthan smartphonesPreedy & Garner (2011) GfK Techtalk The ideal service is onethat proactively integrateswith consumer lifestyles,an indispensable offeringthat consumers chooseto stay with because they“can’t do without”, notbecause they are “lockedin”.Shingler & Peppiatt(2013) GfK Techtalk
  5. 5. What is an ecosystem?A bottom-up approach to a definition.
  6. 6. Concepts in ecosystem discussionsContentSharingNo RepeatPurchasesNativeInter-operabilityScreensharingSingleLoginFamiliar UICompatiblewithPeripheralsBrandLoyaltySupportfor LegacyAppsPreferenceSyncingOSsSupportedFor LongTimeSameCustomerServiceMulti-taskingPhone/TabletFirstIdealFF MixinHomeSavingCreationsUsablewithHome,Car, TVCloudAccessSocialAccessControlotherdevicesBackupSub-scriptionContractEasyCheck-outsForums,Com-munitiesDeveloperLanguageSupplyChain
  7. 7. ContentSharingNo RepeatPurchasesNativeInter-operabilityScreensharingSingleLoginFamiliar UICompatiblewithPeripheralsBrandLoyaltySupportfor LegacyAppsPreferenceSyncingOSsSupportedFor LongTimeSameCustomerServiceMulti-taskingPhone/TabletFirstIdealFF MixinHomeSavingCreationsUsablewithHome,Car, TVCloudAccessSocialAccessControlotherdevicesDeviceUsability/OSContentBrandAccessContextsBackupSub-scriptionContractEasyCheck-outsTechnicaldimensionsForums,Com-munitiesDeveloperLanguageSupplyChainConcepts in ecosystem discussionsOpera-tions
  8. 8. ContentSharingNo RepeatPurchasesNativeInter-operabilityScreensharingSingleLoginFamiliar UICompatiblewithPeripheralsBrandLoyaltySupportfor LegacyAppsPreferenceSyncingOSsSupportedFor LongTimeSameCustomerServiceMulti-taskingPhone/TabletFirstIdealFF MixinHomeSavingCreationsUsablewithHome,Car, TVCloudAccessSocialAccessControlotherdevicesSaveTimeSaveMoneySaveCreationsSaveEffortBroadenAccessEmergentUsesBackupSub-scriptionContractEasyCheck-outsForums,Com-munitiesDeveloperLanguageSupplyChainConsumerdimensionsOpera-tionsConcepts in ecosystem discussions
  9. 9. Consumerbenefits oftechecosystemsEmergentusesSaveTimeSaveMoneySaveCreationsSaveEffortBroadenaccessIncentives toremain in anecosystemIncentives toswitchecosystemsA suggested model based on this scan
  10. 10. Broadened access, emergent usesThe ideal service is one that proactivelyintegrates with consumer lifestyles, anindispensable offering that consumers chooseto stay with because they “can’t do without”,not because they are “locked in”.Shingler & Peppiatt (2013) GfK Techtalk
  11. 11. Google Multiscreen Study (2012) http://slidesha.re/14wKquTBroadened access, emergent usessearchsocialtripsbankingshoppingvideos
  12. 12. What is an ecosystem?A top-down approach to a definition.
  13. 13. Metapatterning memes viral marketing media ecology tech ecosystem
  14. 14. What is an ecosystem?Interdependentpredators andpreymaximizing fitnessby cycling energy &nutrientsthough geological flows,in an environmental niche.Interdependentconsumers andpublishersmaximizing valueby sharing content &servicesthrough devicesin a usage context.Interdependentconsumers andsuppliersmaximizing valueby trading goods &servicesthrough the channels,of an economic market.closetstudioblog.wordpress.combiology business consumer tech
  15. 15. augmentation, instruction, collaboration, crowdsourcingdocuments, photos, music, videos, banking, funding, transportglasses, watches, picture frames, refrigerators, whiteboardscars, stores, kitchens, living rooms, clinics, classroomsBroadened access, emergent usesInterdependentconsumers,publishers,and devices,sharing content &servicesin specific contextsto maximize value.consumer tech
  16. 16. IllumiRoom http://youtu.be/qv9SdMeSEAMGoogle’s Dear Sophie ad http://youtu.be/R4vkVHijdQkMicrosoft’s 2019 http://youtu.be/bwj2s_5e12UAndroid and Tasker :45 http://youtu.be/RjTj0ymhbBwBroadened access, emergent usesInterdependentconsumers,publishers,and devices,sharing content &servicesin specific contextsto maximize value.consumer tech
  17. 17. Thank You!David Evans Ph.D.www.linkedin.com/in/davidchinevans/

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