A Learning experience in the Imagination Society

Antonio Fontanini 1 EOI PROGRAMS A LEARNING EXPERIENCE IN THE IMAGINATION SOCIETY Antonio Fontanini OCTOBER 20TH 2009

Antonio Fontanini 2 E-commerce/Marketing en

Antonio Fontanini 3 – 50 años, Italiano – Doctor (Cum Laude) en Informatica (Matemáticas y Física) Universidad de Pisa, Italia – Postgrados: Mktg, Rel. Int., MBA (Elea, JHU, Cilea) – Executive Education: University of Chicago Booth Business School (2008) – Executive Education: Instituto de Empresa (2008) – Member of Simposium: "Globalization", Harvard University, (2009) – antonio.fontanini@gmail.com – Skype/Yahoo Mesenger/Google Talk: antoniofontanini Experiencia profesional/docente Actual (3.0) – Presidente de Erasmus Equities (Venture Capital, Hong Kong) – Presidente de Informalia Consulting (Strategist Boutique) – Consejero de Fonytel (Business Development) e IP Sistemas (Indra) – Consejero de Planet Capital (Holland) TEACHING EXPERIENCE – Director y Profesor Asociado, EOI: Masters en “Mktg y gestión com.” Perú, Venezuela y Tical y CME en México – Profesor Asociado y Coach: IE Business School, Esade. 1989-2001 (2.0) VP & Director General Amper, International Division 1986-1989 (1.0) Director General Mktg Olivetti Systems & Networks

Antonio Fontanini 4 (proposed) Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.

Antonio Fontanini 5 THE 26 CORE GLOBAL RISKS

Antonio Fontanini 6 SOCIAL NET OF GLOBAL RISKS Note: The sizes of the nodes in the social networking diagram indicate the assessment of the risk itself. The thickness of lines represent strength of correlation, while proximity of the nodes represents similarity of correlations. Source: Witold Henisz, Associate Professor of Management, The Wharton School, University of Pennsylvania, USA, based on expert assessments of correlation (October 2007).

Antonio Fontanini 7 8 CORE GEOPOLITICAL RISKS GLOBAL CRISIS FOOD PRICES  DEMOGRAPHY  THE “DECLINE” OF THE US  THE MIDDLE EAST  ENERGY THE ENVIRONMENT  THE UNFORSEABLE

Antonio Fontanini 8

FOOD PRICES Antonio Fontanini 9

Antonio Fontanini 10 D AND JAPAN: FISCAL CRISIS

Antonio Fontanini 11 IN 2002 HOW MANY AMERICANS IN TOP 10? 9 IN 2008 HOW MANY AMERICANS IN TOP 10? 2

Antonio Fontanini 12 US CURRENT ACCOUNT DEFICIT

Antonio Fontanini 13 THE BURDEN OF NATIONAL DEBT

Antonio Fontanini 14 THE END OF THE UP ESCALATOR

Antonio Fontanini 15 US HOPE REUTERS/Jim Young

Antonio Fontanini 16 THE “HEART” OF GLOBAL TERROR

Antonio Fontanini 17 AFGHANISTAN HAMID KARZAI

Antonio Fontanini 18 NAWAZ SHARIFF ASAF ALI ZARDARI PML PARTY LEADER ACTUAL PRESIDENT (PPP)

Antonio Fontanini 19 PRIME MINISTER NURI AL MALIKI

Antonio Fontanini 20 AYATOLLAH ALI KHAMENÉI P 1981-89

Antonio Fontanini 21 IRAN’S NUCLEAR REACTOR

Antonio Fontanini 22 THE STRAIT OF HORMUZ 40% OF WORLD OIL IS CARRIED BY THE STRAIT

Antonio Fontanini 23 OIL: DISCOVERY AND PRODUCTION

Antonio Fontanini 24 CHINA ENERGY DEMAND “THE INCREASE IN CHINA ENERGY DEMAND BETWEEN 2002 AND 2005 WAS EQUIVALENT TO JAPAN´S CURRENT ANNUAL ENERGY USE” NOVEMBER 13TH, 2007

Antonio Fontanini 25 HIGHEST CAR OWNERSHIP, 2007

Antonio Fontanini 26 LOWEST CAR OWNERSHIP

Antonio Fontanini 27 ENVIRONMENTAL DOOMSDAY

Antonio Fontanini 28 THE UNFORSEABLE

Antonio Fontanini 29 THE UNFORSEABLE

Antonio Fontanini 30 CRISIS MANAGEMENT

Antonio Fontanini 31

Antonio Fontanini 33 Agenda 1. We live hard times (but great) 2. The best Institution the best professors/colleagues a 360º vision 3. To be excellent managers and entrepeneurs 4. … and even better persons.

Antonio Fontanini 34 ImaginationS ociety

Antonio Fontanini 37 Thomas L. Friedman

Antonio Fontanini 39 Globalización 1.0

Antonio Fontanini 42 1750 Revolución Industrial

Antonio Fontanini 44 GLOBAL ECONOMY

Antonio Fontanini 47 Larry Lessig

Antonio Fontanini 48 Comunidades

THE IMAGINATION SOCIETY Antonio Fontanini 51

Antonio Fontanini 56 CROWDSOURCING ADV ¿Who did produce the DORITOS last golden minute ad of the SuperBowl 2007?

Antonio Fontanini 58 CROWDSOURCING ADV A couple of Doritos consumers, selected among 1000 spots in the Internet http://www.youtube.com/watch?v=HUFvJNQ0bnM

Antonio Fontanini 60 Ubicuos Society

Antonio Fontanini 64 Mobile2.0 Conference

Antonio Fontanini 65 GOOGLE ANDROID G1

DIGITAL MARKETING TOOLS Antonio Fontanini 68 Marketing Móvil: Códigos BIDI

Antonio Fontanini 75 E-commerce/Nuevos Medios

Antonio Fontanini 76 US ADV AND MKTG SHARE 02-12 E-commerce/Nuevos Medios

Antonio Fontanini 79 Hulu

Antonio Fontanini 81 El nuevo consumo de medios…

Antonio Fontanini 82 BLENDED MKTG CAMPAIGNS 1. NESTLE KIT KAT NEW RECIPE 2. CARS: THE NEW FIAT 500 3. FAGOR PIROLISIS 4. VW AND BOURNE: PRODUCT PLACEMENT + 5. DESALIA: RON BARCELO WISH WORLD 6. ACCENTURE LOOKS FOR NEW CVS 7. AXE3 AND ITS CANNES GRAND PRIX 8. MAHOU AND SPAIN FOOTBALL ARMADA CONQUER E 9. FIGHT FOR KISSES BY WILKINSON 10. RELAX AND ENJOY WITH CAJAMADRID 11. COCA-COLA DREAMS FACTORY

Antonio Fontanini 83 Campañas Blended Campaña blended premiada en Cannes

Antonio Fontanini 84 7. AXE 3 CANNES AD GRAND PRIX UNILEVER GOT THE GRAN PRIX TO THE BEST INTEGRATED CAMPAIGN FOR ITS AXE3 “CHOQUES” SPOT COMBINING TWO SPRAY FRAGRANCES (AND TWO WOMEN) AXE3 CAME AS A PACK WITH 2 FRAGRANCIES FOR 10 DAYS ONLY AFTER THE CAMPAIGN IN THE STREET BY THE MOBILE AND IN THE WEB SITE: PEOPLE HAVE TO VOTE ABOUT THE IDEAL MIX INCREASE OF 50% IN SALES

Antonio Fontanini 88 WOMM MARKETING

Antonio Fontanini 90 700 US$M in donations: 3M people

Antonio Fontanini 92 “YES, INTERNET COULD”

Antonio Fontanini 93 BARAK OBAMA AND BUDWEISER “WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube IN 2000 BUDWEISER LAUNCHED A VIRAL TV SPOT BASED ON A GROUP OF BLACK BUDDIES, HAPPY, LAZY, HAVING FUN, WATCHING TV AND HAVING A BUDWEISER BEER IN 2008 AMERICA HAS CHANGED AND SO THE BUDDIES GROUP: IRAK, THE FINANCIAL CRACK, KATRINA, UNEMPLOYEMENT HAS HIT THE US STRONGLY. CHANGE IS THE WORD THAT COUNTS NOW. THIS VIRAL WAS USED BY OBAMA FINANCIAL SUPPORTERS TO COLLECT MONEY FROM PEOPLE. http://www.youtube.com/watch?v=L38wthA4Ld0 http://www.youtube.com/watch?v=Qq8Uc5BFogE

Antonio Fontanini 96 Blogging as a Business Tool

Antonio Fontanini 103 GUERRILLA MARKETING

Antonio Fontanini 105 MINI

Antonio Fontanini 107 DUREX

Antonio Fontanini 114 CONSUMERING (*) STRATEGIES INTENSIVE IN EXPERIENCES ABERCROMBIE & FITCH APPLE NESPRESSO THE SAMSUNG CONCEPT NIKE-ID-STUDIO (*) by Javier Rovira

Antonio Fontanini 123 EOI: 50+ YEARS CREATING LEADERS

Antonio Fontanini 124 The best teachers DIVERSITY MULTI-CULTURAL MULTI-SECTORS MANAGERIAL/CONSULTING PROFILES "LEARNING BY DOING” FOCUS

Antonio Fontanini 126 Interdisciplinary Learning

Antonio Fontanini 127 The Case method Taking decisions on real businesses

Antonio Fontanini 128 Multi-Sectors

Antonio Fontanini 129 Business decisions

Antonio Fontanini 130 Break-through businesses

Antonio Fontanini 131 GENETICALLY MODIFIED SEEDS CARBON CREDITS TRADING (KYOTO)

Antonio Fontanini 132 Blogs as learning tools

Antonio Fontanini 133 Creatingsustainablecompetitiveadvantage You can ownsomethingthat'shardtocopy (like real estate). You can racedownthepricingandscale curve. You can createswitchingcosts. You can build a network. You can build a brand. Seth Blog post You can create a constantlyinnovatingorganizationwheree xtraordinaryemployeesthrive.

Antonio Fontanini 135 Coaching great managers

Antonio Fontanini 137 the big picture (business model)

Antonio Fontanini 138 Business Modelling NFRASTRUCTURE PARTNER OFFER CUSTOMER CUSTOMER NETWORK RELATIONSHIP CORE VALUE TARGET CAPABILITIES PROPOSITION CUSTOMER VALUE DISTRIBUTION CONFIGURATION CHANNEL COST REVENUE STRUCTURE FINANCE STREAMS a business model describes the value an organization offers to various customers and portrays the capabilities and partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating profitable and sustainable revenue streams

Antonio Fontanini 139 the big picture Partner Network Customer Relationship • food & beverages • personalized web profile • ticketing services • newsletter • promoters • team blog (RSS) • ad placement • VIP events with team • telecom operator •… • TV operator •… Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer • play attractive & win • team management • attractive soccer • stadium • fans (families, etc.) games • event management • 360º event (match, • POS networks • fan groups • brand management • venue management dining, shopping) • club website (+online TV) • companies • video images • ticketing • exclusive VIP lounges • club cable TV channel • event/concert organizers • channel management • VIP relationship • merchandising • mobile phone TV channel • advertisers management • renting out stadium •… •… • video crew •… •… Cost Structure Revenue Model • team & maintenance • Ticket fees & season tickets • infrastructure management • online TV subscription revenues • marketing • revenue sharing cable & mobile phone TV • video • renting out stadium for events • advertising revenues • merchandising revenues

Antonio Fontanini 140 Management tools

Antonio Fontanini 141 Balanced Scorecard #1 Financial performance Financial Perspective measures the tangible outcomes Sustained Shareholder Value from the strategy (Revenues, Costs, …). Productivity Revenue Growth Customer Perspective #2. The customer value proposition Product/Service Attributes Relationship Image Price Quality Time Function Relation Brand defines the source of value (Customer Satisfaction/Loyalty). Internal Business Perspective #3. Strategic processes create Operations Customer Management Processes Management Processes Innovation Processes Regulatory and Social Processes value for customers and shareholders (Quality). Learning & Innovation Perspective #4. Aligned intangible assets drive Human Capital improvement in the strategic Information Capital processes. Organization Capital

Antonio Fontanini 142 EMPOWERMENT Beliefs systems Boundary systems Getting Commitment on big goals Staking out the territory Core values 1 2 Risks to be avoided Business strategy Positioning for tomorrow Getting the job done Strategic Critical uncertainties 4 3 performance variables Internal controls Interactive control systems Diagnostic control systems

Antonio Fontanini 143 Metrics

Antonio Fontanini 144 Metrics INDICES ECONOMICOS FINANCIEROS R.O.E. (Return BDI (Beneficio después de impuestos) / Patrimonio on equity) Neto R.O.I. (Return on EBIT (Beneficio Operativo) / (Patrimonio Neto + investment) Deuda Financiera) R.O.A. (Return EBIT (Beneficio Operativo) / Activos on assets) LEVERAGE Activos / Patrimonio Neto R.O.S. (Return EBIT (Beneficio Operativo) / Facturación on sales) TURNOVER Facturación / Activos EVA BDI-(Coste Cap*Fondos Propios) WACC WD*KD*(1-T)+WE*KE

Antonio Fontanini 145 Metrics

Antonio Fontanini 146 ?

Antonio Fontanini 147 Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Targeting & S. Segmentati on Company Mission, Objectives, W. & Resources O. T. Positioning & Competitors Current & Differentiatio n Prospective External Market Environment Technology, Political & Legal, Social & Cultural, Economic 21/10/2009

Antonio Fontanini 148 Strategic fit

Antonio Fontanini 149 DOING THE RIGHT THING (EFFECTIVENESS) AND/OR DOING THE THING RIGHT (EFFICIENCY)

Antonio Fontanini 150 Strategic External Environment The Strategic Inputs Strategic Intent Strategic Mission Management Internal Process Environment Strategy Formulation Strategy Implementation Business-Level Competitive Corporate-Level Corporate Structure Strategic Actions Strategy Dynamics Strategy Governance & Control Acquisitions & Global Cooperative Strategic Entrepreneurship Restructuring Strategy Strategies Leadership & Innovation Outcomes Strategic Strategic Competitiveness Above Average Feedback Returns

Antonio Fontanini 152 think outside-of-the box

Antonio Fontanini 153 Innovation business model innovation product & service innovation process innovation technology innovation

Antonio Fontanini 154 business model innovation

Antonio Fontanini 155 product & service innovation

Antonio Fontanini 156 process innovation

Antonio Fontanini 157 technology innovation

Antonio Fontanini 158 Learn! personalization

New stakeholders Antonio Fontanini 160 Customers Customers Customers Government, Regulators, Environmentalists Partners, Suppliers, Financiers, Trade Unions Employees, Shareholders, Internet (Karma) Customers Customers

Antonio Fontanini 161 Getting stakeholders trust

Antonio Fontanini 162 Transparency GLOBAL ECONOMY

Antonio Fontanini 164 Products custom centered

Antonio Fontanini 172 Leadership

Antonio Fontanini 173 BRANDson

LEADERS? Antonio Fontanini 174

Antonio Fontanini 175 GLOBAL ENVIRONMENTALISM WangariMaathai Kenia, NP 2004 Arundhati Roy Al Gore What have in common?

LEADERS? Antonio Fontanini 176

Antonio Fontanini 178 change is the process by which the future invades our lives -> Alvin Toffler

FAILURE AS A LEARNING TOOL Antonio Fontanini 179 Thomas Watson, IBM story - A young Manager decidedaninvestmentof 100M$ whichwentwrong; - He wrote a letterofresignation he handedto Mr. Watson; - He askedfor: “Why do youwanttoleave? Wehavejustinvested 100M$ in youreducation!”

THE IDEO BUSINESS CASE Antonio Fontanini 181 FAIL OFTEN TO SUCCEED SOONER - Innovativeorganization - Playfulexperimentation - Todeveloptrulyinnovativeproducts - Culture aroundprototyping: rough, rapidandright (3 R`s) - Enlightenedtrialand error - Celebratefailure as learningopportunities (like in 3M) - Playfulatmospherewith flat hierarchies and no fear.

Antonio Fontanini 183 Our People are our strategy

Antonio Fontanini 184 There is a story beyond any person

Antonio Fontanini 185 Imagine you got your EOI title Are you going to look for a job? Do you have a good CV? Do you have a rich uncle? Are you in Linkedin? Are you married with a very rich buddy? OR do you want …

Antonio Fontanini 189 + 42.000 videosfrom201countries 4,5 millionpeoplevoted Theygenerated6.000news Worldwide Media coverageof80 million USD

Antonio Fontanini 190 DOING WELL BY DOING GOOD

Antonio Fontanini 193 PLAYING FOR CHANGE ConnecttheHumanitythrough music by providingresourcestomusiciansandtheircommunitiesallaroundthe World. Theymake film series andsongstopromotetheirmessageandfoundation, thankstoitsuniquenessand universal values. -Theytakesomething universal andattractive: The Music. - Theyasktheirend-userstoperformwell-knownsongs. - Theymakeanoutstandingand original productwithit. - They use viralityand digital media topromoteit. - Theyget a lotoftraffic in theirwebpage http://www.playingforchange.com/ http://www.youtube.com/watch?v=YC-LBpqa9EY

Antonio Fontanini 196 Unlearn

Antonio Fontanini 197 ERIC SCHMIDT, GOOGLE CEO AT CARNEGIE MELLON MAY 17TH, 2009 112TH COMMENCEMENT CEREMONY "Wegotournewsfromnewspapers, yourgenerationgetsitfrom blogs andtweets, andforthoseofyouwhodon‟t know, that‟snotwhatyouhear in zoos". “Wethought „friend‟ is a noun, youthinkit‟s a verb.” “Youcannot plan innovation. Youcannot plan invention. Allyou can do istryveryhardto be at theright place and be ready" “How shouldyoubehave? Well, do things in a group. Don‟t do things by yourself. Groups are stronger, groups are faster. Noneofusis as smart as allofus.” “You‟llfindtodayisthe best chance youhavetostartbeingunreasonable, todemandexcellence, to drive change, tomakeeverythinghappen.”

Antonio Fontanini 199 antonio.fontanini@gmail.com

Antonio Fontanini 200 THANKS Images, slides, Inspiration, etc. Flickr, Youtube Slideshare.net Blog de Enrique Dans Manuel Alonso Coto “BlendedMktg” IE Blog multimedia Blog de Seth Godin Techcrunch

Antonio Fontanini 201 ¿ANY QUESTION?

A Learning experience in the Imagination Society

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