Internet Innovation Strategy

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Presentation about understanding the disruptive impact of new emerging technologies on your business. Client presentation (name removed). Presentation created at my previous company Capgemini.

Presentation about understanding the disruptive impact of new emerging technologies on your business. Client presentation (name removed). Presentation created at my previous company Capgemini.

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  • Source: http://www.flickr.com/photos/naturalturn/3264726560/We are talkingabout web technologies, Web 2.0, etc. butit is very important that the web is nowrapidlychanging in a different kind of web that we are familiarwithforyears. The biggestgrowth of the web is not the traditional website side, butrather more under the radar. Much more ubiquiutoussippingintoour lives.Goal of thissection: smallmindset shift. Showingsomecuttingexamplesthat have not been commonlyadoptedyet.
  • A new way of human-internet interaction:The end of the website (or the browser) as the sole gateway to information/data on the internet.You Experience: consumers chose how, when and where they are accessing data  mobile (apps), external websites (communities, etc.), “everyware” (also called ubiquitous computing, pervasive computing, the internet of things)The concept of what is inside and outside the firewall (and control) is shifting and blurring = SCARY  consumers are more and more in control and you can’t do anything about it (except delivering excellent products and service)Each way of interacting does provide some specific challenges but also tremendous opportunities.A big question is how a company can still engage with consumers (=its potential customers) if everything is now all scattered around instead of one central easy to monitor corporate website?Challenge: It’s becoming “easier” to reach consumers, but more difficult to really engage with them!Let’s look at two case studies to show to what extend this new way of engaging with consumers/customers is developing.
  • Case: LayarAugmented Reality is the concept of mixing reality with an extra layer of digital data. The introduction of devices like the Apple iPhone and Google’s Android phone with location-aware capabilities have accelerated the experiments with AR. A leading startup in this AR world is the Dutch Layar that offers a framework where you can build apps upon. In this case study, based on your location (including compass for direction and GPS for location) you see reduction coupons appearing in the area where you are walking to. This is a terrific way of wrestling yourself as a company into the phone of the consumer because you can basically say “hey if you come to our place, we’ll give you a 10 % reduction”. Pretty interesting if your shop is in a busy shopping street.Source: http://layar.com/catalog/ContentCatalog.htmlExamplefor Philips of AR?: Appwhereyoucanseewhether the TV orother Philips device fit in your room ornot.
  • Case: FoursquareFoursquare is an online community-based game where you gain points when you check into places (like bars, companies, public places, etc). The more you check into a location the higher the chance is that you can become the mayor of that location. This is very interesting data for companies like e.g. Starbucks because they can basically see when people are jumping in, where people are coming from, where they are going to afterwards and offer reductions for instance. This makes use of social networking, location-based services and integrates with tons of other platforms.Source: http://mashable.com/2009/09/21/foursquare-for-business/
  • So having this hugely distributed Internet where you users are scattered over multiple services and website. How do you look at the concept of identity? It’s a LOT to ask a user to create YET ANOTHER account on your site. However, if the user is willing to do so, it means that he/she is assuming that they will get something out of it. You have a couple of standards that are emerging for online identity management: OpenID,oAuth, etc. However, the real gems are in the social graph: i.e. access to your friends, to your photos, to your profile information, etc. You see many sites now using identity providers from e.g. Facebook as the authentication mechanism and store extra information locally on the server.Other examples:Watchmen movie, BlueRay version: connect via FB Connect with your friends and watch together and chatGirlsGuideTo: the only way to connect is FB Connect. Actually some kind of social network that leverages another social network
  • It’s very important to realize that embracing social media: focus on engaging with the customer, is not something that stand on its own. It also requires from the internal organization (employees) that they are embracing similar tools and openness like blogs, wikis, yammer, etc. and even further with the (partner/supplier) ecosystem to become true mashup corporations.
  • Source: http://www.flickr.com/photos/greenboy/416052683/In order to successfully create a social business, we also need to understand the consumer and potential customer. Who are they? Are they categorized and reached in the same way as we did before?

Transcript

  • 1. Internet Innovation StrategyThe Enabling Technologies and Cultural Trends
    Lee Provoost | Emerging Technologist, Capgemini
    071009
    Capgemini Utrecht
  • 2.
  • 3. the end
    of the web as we know
    http://www.flickr.com/photos/naturalturn/3264726560/
  • 4. From one-stop-shopping portal to “the internet of things”
    mobile (apps)
    user-driven
    “everyware”
  • 5. Case: Layar & augmented reality
  • 6. Case: Foursquare & location-based social networking
    Some observations:
    • Receive information tailored to your current situation (e.g. location)
    • 7. Both push (give suggestions) and pull (I check in)
    • 8. Social aspect is important: where are my friends, and what are they saying about it?
    • 9. Relevance: only give information that is relevant to consumer
  • Identity? Facebook Connect!It’s the social graph that counts!
  • 10. Social Business Design
  • 11. who are you?
    http://www.flickr.com/photos/greenboy/416052683/
  • 12. Generation VMultiple Online Personas
    gender
    accomplishments
    demonstrated achievement
    age
    use of
    digital
    media
    social demographic
    geography
    “Twitterati”
    “Clouderati”
  • 13. The 4 levels of community engagement
  • 14. Case: MTV Music Video Awards
  • 15. MTV case continued:the future of Social CRM
    MTV Music Video Awards used Jive Social Business Software and Radian6 Listening Platform
    Be aware of the conversation
    Listen and respond faster to your conversations
    Integrate social media monitoring and analysis with Social CRM and web analytics
    Connect customer history with social media conversations for sales and support
  • 16. Case: GiffGaffCrowdsourcing your business
    “People-powered” mobile operator (O2 UK)
    Activities like support/marketing/recruiting crowdsourced to “creators” and “contributors”
  • 17. Lee Provoost
    http://twitter.com/leeprovoost
    lee.provoost@capgemini.com
    Q&A