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LeWeb Keynote, London, 2012: Jeremiah Owyang
 

LeWeb Keynote, London, 2012: Jeremiah Owyang

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  • Anticipation is one of the most salient ingredients for success. However, it is not easy to anticipate what will happen in the future.JOE HEART
  • However, anticipation can be learned – we can learn it from athletes. Take for instance tennis players. They can predict what type of serve they will receive (and therefore return 150mph serve) because they know how to focus only on the most relevant cues in an opponents’ movement pattern. Top performers are excellent at picking up clues about what the opponent will do. They will know whether the shot will go cross-court or down the line. The eyes of novices are all over the place, whereas athletes’ focus is much more targeted and economical. Top athletes use anticipation to quicken their responses and they have a superior ability to read the game.
  • How would you play the game when it is getting more complex. In tennis, you can anticipate well when it is one component but how well would you anticipate when it’s many opponents – or multiple ballsComplexity is increasing in the business space. Consider these facts:There are new sources of information: Aside from press, media, analysts they are also relying on the crowd, and their friends. Soon augmented reality will allow for new data forms we’ve not yet seen. (that’s about 5 factors)New forms of media: The channels as we know them Paid Owned and Earned are starting to intermix, as a result a new form of media is impacting them. Social websites have social ads, making content and advertising a new form. (that’s about 3 factors)New screens: Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for. (that’s 5 factors)To understand the complexity, this model suggests 5 X 3 X 5 which is 75 different permutations. Next, the brand must understand this for every single phase: awareness, consideration, intent, purchase, support, loyalty, advocacy, (that’s 7 steps, resulting in 525 permutations per persona) then multiple times every product group and then geography, the math is staggering on the complexity.
  • Target does anticipation well – maybe too well. Relate Target story.
  • The need for anticipation stems from the fact that we’re at the collision point of multiple trends: consumer behavior and expectations, dictated by their online experience, are changing dramatically. They want/expect:-Personalization/customization-Immediate and accurate response-Social engagement-Multiple types of media from multiple channelsThis is why Altimeter has engaged in research in these three areas – I will share two of them with you today: The Dynamic Customer and The Sentient World.
  • Relate Times Square story.Consumers will have many choices in their journey, much how this times square experience overwhelms but gives buyers options. This same experience will happen digitally for consumers, even in their homes.
  • Each day!
  • http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded#at=76http://www.huffingtonpost.com/2011/06/27/south-korea-virtual-supermarket_n_885150.htmlRemoved from bubble: Tesco put images of products and QR codes in subways. Customers would scan and purchase these products for same day delivery. “So, Tesco Homeplus created a virtual store in Seoul subway stations in which the displays and merchandise are exactly the same as the stores. Customers scan the desired product with their smartphone and it then appears in their online cart. The products will be delivered to their door ‘right after you get home.’”[1]http://www.adobomagazine.com/cannes/wp-content/uploads/2011/06/Direct-Gold-KR.jpgMobile web stats…http://www.singleboundcreative.com/2011/05/infographic-the-mobile-web/June 27, 2011 (Updated Nov. 16, 2011)#foodbev#retail#mobile#asia#support #learn#jaimy#SW
  • http://www.web-strategist.com/blog/2010/05/08/trend-when-digital-displays-become-social/
  • DCJ has channel, device and source, across every customer touchpoint5.2% of businesses are actively automating their customer journeys through well-defined stages as of 4/30/2012 (this number was 5.0% same time last year, but with the growth of our customer base that actually is a 53% increase in total customers)
  • People don’t change from generation to generation. What changes is the composition of things around them. Stein wrote that each generation has its composition. Those Cubist artists had a deeper instinct for the vibrations around them. They were creating new psychological maps. When you’re aware of the context, you also become more open to using different fields. If Cubist demanded that we look at the world from multiple perspectives, the mash-up industry demands that we look at the world as composed of multiple objects mixed together.
  • SOURCE:http://itunes.apple.com/us/app/ge-moodcam/id369181839DATE: July 5, 2011Change the mood of a photo with the GE MoodCam™! Take a picture of a room (or any scene!), then watch the mood change as you shift the lighting using the GE Moodometer™. Learn how to create the look at home, and even save a shopping list for a quick, easy way to find the right light bulbs in the lighting aisleTags:#mobile#utility#jessica#SW
  • http://www.fiercemobilehealthcare.com/story/smart-pajamas-monitor-infants-wirelessly/2012-05-21?utm_medium=nl&utm_source=internal
  • https://plus.google.com/111626127367496192147/postsProject Glass is a research and development program by Google to prototype and build an augmented realityhead-mounted display (or HMD).[1] Though such displays for augmented reality are not a new idea, the project has drawn media attention[2] primarily due to its backing by the major public corporation, as well as the prototype, which is smaller and slimmer than the previous designs for head-mounted displays.[3] The first Project Glass demo resembles a pair of normal eyeglasses where the lens is replaced by a heads-up display.[4] In the future, new designs may allow integration of the display into people's normal eyewear.Other major eyewear companies are involved in similar projects, like Oakley.
  • SW has big data, internet of things, high performance computing, cloud, and devicesThink about body data, supply chain, and city data.This summarizes devices, big data, AI, cloud, and internet of things.This is about social, location, digital data as well as sensor data, coming together to provide wisdom that is beyond the capacity of humans. That knowledge and insight supports the DCJ and AO, but also creates disruption and opportunities as well. Example is in innovation, product design, predictive demand sensing that impacts the supply chain. Implications if you (or your competitor) is better able to harness data sentience -- what could you do with it?  
  • The need for anticipation stems from the fact that we’re at the collision point of multiple trends: consumer behavior and expectations, dictated by their online experience, are changing dramatically. They want/expect:-Personalization/customization-Immediate and accurate response-Social engagement-Multiple types of media from multiple channelsThis is why Altimeter has engaged in research in these three areas – I will share two of them with you today: The Dynamic Customer and The Sentient World.
  • Anticipation is one of the most salient ingredients for success.

LeWeb Keynote, London, 2012: Jeremiah Owyang LeWeb Keynote, London, 2012: Jeremiah Owyang Presentation Transcript

  • 1 The key to “faster than real time”? ANTICIPATION with Jeremiah OwyangMay 2, 2012
  • 2 “I am dubious that Amazon will ever generate the huge profits that their stock prices suggest” Thomas Friedman, 1995© 2012 Altimeter Group
  • 3 “Remote shopping, while entirely feasible, will flop - because women like to get out of the house, like to handle merchandise, like to be able to change their minds.” TIME, 1966© 2012 Altimeter Group
  • 4 “There is no chance that the iPhone is going to get any significant market share.” Steve Balmer, 2007© 2012 Altimeter Group
  • 5 The world will end in 2012© 2012 Altimeter Group
  • 6© 2012 Altimeter Group
  • 7 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2012 Altimeter Group
  • 8© 2012 Altimeter Group
  • 9 Altimeter Research Themes: Dynamic Customer Adaptive Organization Sentient World© 2012 Altimeter Group
  • 10Dynamic Customer Journey With so many choices, consumers are empowered to take the most efficient journey.© 2012 Altimeter Group
  • Dynamic Customer Journey “How can inflexible organizations synchronize with the changing customer?”© 2012 Altimeter Group
  • Dynamic Customer Journey 250 MillionPhotos are uploaded to Facebook If printed, the stack would be as tall as 80 Eiffel Towers© 2012 Altimeter Group
  • 13 Tesco customers scan and purchase goods in virtual subway supermarkets Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%. This was deployed in Seoul.© 2012 Altimeter Group
  • 14Dynamic Customer Journey© 2012 Altimeter Group
  • 15Questions You Must Answer What new sources of information influence the journey of your specific customers? About 5% of companies are able to automate -Eloqua How do experiences on devices and across channels shift? If companies can provide highly contextual information to customers, does advertising evolve to something else?© 2012 Altimeter Group
  • 16 Altimeter Research Themes Dynamic Customer Adaptive Organization Sentient World© 2012 Altimeter Group
  • 17Two: Sentient WorldWhat‟s smarter: A college grador your futurefridge?
  • 18Break outof narrow waysof seeing
  • 19 Everything emits information© 2012 Altimeter Group
  • 20 Find the right bulb with GE‟s Moodometer© 2012 Altimeter Group
  • 21 „Smart Pajamas‟ is just one of many body-monitoring use cases Canadian telecom Rogers Communications is creating protocols that allows data to stream from sensors in clothing to parents‟ smartphones and other mobile devices – measuring body temperature and movement, specifically.© 2012 Altimeter Group
  • 22 Inamo, a digital restaurant in London© 2012 Altimeter Group
  • 23 Google is testing Project Glass in the wild While Project Glass isn‟t yet as advanced as the popular video indicates, the idea of a true augmented reality creates thousands of use cases for consumer use.© 2012 Altimeter Group
  • 24Questions You Must Answer If everything emits data, how will we sort intelligence from noise? Beyond traditional communication, how will consumers communicate with in-animate objects? How will these interactions be measured? At what point does this new world become self-sufficient beyond human intervention? Which companies will benefit from this?© 2012 Altimeter Group
  • 25 How are you reading the game?© 2012 Altimeter Group
  • 26 Altimeter‟s Research Themes Dynamic Customer Adaptive Organization Sentient World© 2012 Altimeter Group
  • 27Learn how to read the game AltimeterGroup.com jeremiah@altimetergroup.com @jowyang May 2, 2012