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Any one whowants to create Consumer Experience in Technology Prpoduct/ Service ..contact peshwa.expert@gmail.com

Any one whowants to create Consumer Experience in Technology Prpoduct/ Service ..contact peshwa.expert@gmail.com

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Consumer experience creation for technology Consumer experience creation for technology Presentation Transcript

  • Digital Experience Retailing 1.0 Personas, Usage Models Susheela , Jon Stine , Peshwa Acharya 2009Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 1
  • This is About Making the Connection. They seek and buy for reasons of We stock and sell Lasting Memories Enduring Relationships SKU’s. Family Togetherness Excitement & Relaxation This is about making the connection. And making money because of it.Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 2
  • 1 Personas and Usage ModelsCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 3
  • Reliance-Cisco: 1.0 Target Personas The “Youth Brigade” The Senior Executive • ≈ 1.27M HH’s across • ≈ 580K HH’s across India India • Very high concentration Manish, 27 • Very high concentration Ramesh, 46 in Delhi, Mumbai MBA in six urban areas Anita, 44 University of Leeds, UK Anya, 13 • Median salary of $75K • Median salary of $35K Saju, 9 (’06) Software Development (’06); Manager, Mobile Ph.D., Chemistry Sony Ericsson • Spends 38% of income Annual salary $35K • Spends 61% of income Research Director on discretionary items on discretionary items Reliance Industries Born-raised Delhi • Investing in children’s Now in Pune • Four primary purchase Navi Mumbai future; strong commitment interests: personal 3-bedroom home to family, extended family 1-bedroom luxury flat communications, Her parents in Kolkata Cricket, movies, gaming. electronic gadgets, luxury His sister in London • home interiors, home watches, cars theatre, big screen TV Parents want him to Festivals, family “settle down,” but he’s in gatherings and no hurry. holidays, children’s education Source: Zinnov, “Global Indians -- Growth Patterns and Consumption Behavior”, December 2007Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 4
  • Reliance-Cisco Strategic Initiative: Usage Interests Bring SKU Clusters to Life “My Home” Clusters My children access the best Family PC educational information We stay together by sharing digital memories with each other Early morning I can keep watch over my Home Office conference calls to Cupertino children even when I’m away Grand Theft Auto Gaming with the guys Download the latest Entertainment movies – big screen We watched the photos from the wedding on the big screen TV! showings and party! Chasm Early Adopters Early Majority: Manish, 25 Ramesh, 45 and Anita, 43 Saju, 9 and Anya, 13 Sources: Zinnov, 2007; Cisco IBSG, 2009.Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 5
  • Today’s Influential Home Experiences Entertainment Playing goes on- moves to the line home • Gaming gaining • Pictures and videos popularity tell a story • Social networking with • Music in many friends across the forms world • Movies • The new face of Learning in new work ways • Beyond formal work • Global knowledge time and space bases • Collaboration with • Sharing learning colleagues • On-line courses Source: Cisco IBSG April 2009Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 6
  • Reliance-Cisco Opportunity: the Digital Transformation of Relationships, Learning Staying in touch with far-away family and friends On-line dating, Facebook, My Space; on-line matrimonial sites matrimonial sites Today’s Homework: Source: Cisco IBSG April 2009 Google, WikipediaCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 7
  • Digital Experience & Usage: Operational Action Map Target Experience Key Usage E2E Delivery Personas Clusters Models Nothing better than Grand Theft Auto! Usage Value 1ST MOMENT A Proposition OF TRUTH STORE I VPN into the corporate system from home Demo: My Life, Is this the Gaming My Content, In experience and the I download and watch the my Home look I want or need? Manish latest movies from around the world! Early Content 1ST MOMENT B Adopter Transfer Svc OF TRUTH STORE Home Office Digital photos and video on the big TV at home! Recipe Booklet Experience value Family sharing I want to store & organize Garanimals > anticipated complexity? Family connection the family memories Bundles Family memories We love to share photos and videos with all of our EZ Set-Up 2ND MOMENT A Entertainment family worldwide Delivery OF TRUTH HOME Ramesh Recipe Book & Anita Seeing my brother’s family on the TV when we Will I be able to talk to them Virtual realize this Early Majority Assistance experience easily? Family PC My children access 2ND MOMENT B Google for school work One-Throat OF TRUTH HOME My children use the latest Support technology at home! Who can help Club Member Privileges me? Children’s care & safety when we’re away Source: Cisco IBSG, 2009Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 8
  • 2 Translating Usage Models to the Sale of Consumer SolutionsCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 9
  • Consumer Solutions = Content + Devices + Moment of Truth Services.Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 10
  • Examples 1: From Usage Model to Consumer Solutions Emotional Optimal Key SKU 0.1 Bundle (to be Usage Model Value for Consumption Services Content Variables confirmed) Messaging SKU(s)  Joy of re-  1-hour content Sharing- living special  Consumer’s  Big-screen transfer and upload  snap camera Digital camera > Media Hub / Watching own digital events, television  video camera laptop > 610n router (incl. personal digital imagery  Rescue Squad memories Network Magic > media photos and  smart personal install, follow-up  television coming alive  Facebook- extender > (big screen TV + video with devices guarantee within 30 with family and Flickr  PC smart phone) family, friends days friends  snap camera  1-hour content (PC + digital camera + video  Consumer’s Storage,  Big-screen transfer and upload  PC camera + Kodak slides) >  Pride of own digital organization of television Media Hub > 610n router family, pride in imagery  Rescue Squad  external the family  smart personal install, follow-up storage (incl. Network Magic) > children  Facebook- memories devices guarantee within 30 media extender > big-screen Flickr  on-line television + smart phone) days. collections Children with  I’m providing broadband the best for my  Rescue Squad children  laptop or PC 610N router (incl. Network access in their  notebook or install, follow-up  Google.in Magic) > notebook or rooms for  Anticipated netbook guarantee within 30  printer research, netbook > wireless printer pride in future days online tutoring achievement • Knowing my • Camera •IP Camera Awareness of family and feed and •Smart phone / • Configure camera IP camera > Media hub > incidents at IP Camera (s) home are triggered laptop with IP and alerts router home secure alerts connectivityCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 11
  • Examples 2: From Usage Model to Consumer Solutions Emotional Optimal Key SKU 0.1 Bundle (to be Usage Model Value for Consumption Services Content Variables confirmed) Messaging SKU(s) I get quality time with family, can Working from attend to tasks , •VPN to office home , • Rescue Squad Laptop > media hub > can support network • Computer seamless install, follow-up Laptop or PC 610N router (incl Network family’s integration of •On-line •Smart personal guarantee within Magic) > media extender > aspirations External storage entertainment, course devices 30 days big-screen TV/ music I can manage content Music system system > smart personal access to on- • Music integration my time better devices line courses •Facebook I can upgrade my skills 1- hour transfer Computer , music stores > External Media hub > 610N router of music content Celebrating Big-screen TV Storage (incl Network Magic) >  Create an Movies with friends  Easy installation media extender > big- unforgettable High end audio Personal and family Music and trouble screen TV/ home theatre / experience system devices shooting music system PC Pleasure of  Rescue Squad Wifi phone + webcam > Staying in  Skype Wifi phone installation  PC speaking with  Skype laptop/PC > Media hub > touch with friends and  Webcam  Follow-up  Wifi Phone 610N router (incl Network distant family  Yahoo chat family. Watching guarantee in 30 Magic) + media extender > and friends  Big-screen TV  big-screen TV children grow up. days. big-screen TVCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 12
  • A Map for Winning at Retail: Executing the Brand Promise At Key Moments of Truth The Consumer Decision-Path First Moment of Truth Second Moment of Truth A B A B Where In the store in the store In the home In the home Is this the Will I be able to Experience value experience and realize this Who can help Asking > anticipated the look I want or experience me? techno-stress? need? easily?  Value Proposition  Install-Maintenance  DIFM Services  One-throat, multi- Key Retailer  Value Communication Assurance vendor break-fix Virtual Support for Responsibility  Product Ecosystem DIY support  Demonstration - Style  Usage Models  EZ Ecosystem  Usage-Right  One-throat, multi- Key Cisco  Value Proposition Interoperable Interoperability vendor break-fix Responsibility Ecosystem Virtual Support support  Style Recommended Quality, No-Fault Purpose Planned We Care for Cisco Brand Interoperable Installation and and Built You. Promise Ecosystem OperationCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 13
  • 3 Intent Into ActionCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 14
  • 100 Day Plan Requirements  Start Pilot  With Reliance Digital Incl Sony or other 3 P  Primary Market research  Training program design and  Shopfloor assistants / material prep dedicated sales reps  Collect customer queries /  Prep to building configurator & information needs info kiosk  Document high-level  Cisco emotional – consumer messaging oriented  Define services and prepare  As part of offering, post- documentation & training purchase – SLA  Define offering bundles  SKUs, price, demo  Fulfillment mechanism  Infrastructure, partnersCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 15
  • Driving More Footfalls & Eyeballs  Strong recommendation from Cisco: drive awareness, create “buzz” with interactive, viral marketing – Suggest ongoing activities through life of the pilot – Intent: getting consumers to try it, touch it, see themselves in it – Focus not on the boxes, but on the content, the emotions and experiences – Emphasize interaction with friends, family, relationships, memories, excitement through devices . . . More so than interaction with devices – Emphasize customer feedback, invitations to peers-friends-family, social networks  Conventional marketing of value after the fire is lit – Promotions – Advertising – Events – EDM s – Cross- sell opportunitiesCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 16
  • Making the Experience Real at Retail  Training  Messaging  Merchandising  Service definition and experience bundle incl ResQ  Customer engagement / immersion  Configurator  Information kiosk  Ecosystem & partners, fulfillment  In-store display and usage experience area  Follow-up calls / information (may not be a single visit purchase)Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 17
  • 4 Back-UpCisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 18
  • Expanding the Reliance Digital TAM Suggested Development Methodology 1 Techno-stress exists, and it reduces the available market by X%. How big is this problem? Who are the prime consumer prospects HH income BB subscriber Key device ownership for more complex usage models? Market Early Adopters Young ‘n Digital Early Majority DIFM 2 Why Don’t They Buy? Who’s Not Buying? Across-Chasm Chasm Don’t know what’s possible Largest non-buying segments Don’t perceive value Gender Age HH Composition Market Determinants Think it’s too complex Current device-content usage Can’t make it “work” 4 3 3 Targeted Markets High Value Usage Models Value > Perceived Complexity Access / Distributed Content 6 7 Execution Across Shopping Lifecycle Products Execution Through Key Touch-Points AWARE RESEARCH BUY SERVICE Services - Support STORE CALL CTR E.COM MOBILE SOLUTION CLUSTER(S) 5Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 19
  • Products at the Heart of the Experience LOVE MY ENTERTAINMENT Media Center Extender WebEx Cisco Wireless Home Audio Collaboration LOVE MY JOB Wireless 11n Router Cisco Media Hub Cisco Flip Video Network Magic Print Server Management LOVE MY Software FAMILY LOVE MY GAMING Draft 1.0: to be confirmed.Cisco Confidential Copyright © 2009 Cisco Systems, Inc. All rights reserved. IBSG - 20