Innovation, foresight and Business Design Assignment

1. Assignment #2 Innovation, Foresight and Business Design

2. Joanne’s Life In the Fishbowl

3. FISHBOWL MAPPING TEST LABEL Stage 1) Mapping the Process

4. Joanne Joanne

5. I am just trying to live the best life that I can…

6. Stephanie Josh Peers Work Friends Spouse Home Car Neighbours Community School Joanne’s Priorities Joanne

7. My family comes first and foremost…

8. JOANNE Stephanie Josh School drives Grocery shopping Peers TV Sales Cooking Budgeting Fresh food Savings Markdowns Personal marketing Service package Appliances Media device Computer Clothing Accessories Playlists Desired content Purchases User upload Monetary reward Discounts Work Friends Spouse Home Car Neighbours Community School Joanne’s Activities Joanne

9. So many things to do…

10. Stephanie Josh School drives Grocery shopping Fishbowl Smartphone Sensors Cameras Location awareness Motorola enabler Car Peers Collector Shopping cart docks Soup Toothpaste House brands Private labels TV Print TV Sales Software Cooking Budgeting Fresh food Savings Markdowns Personal marketing Service package Marketing agencyIP Day planner Virtual translator Behaviour tracking Interface Services Appliances Media device Computer Clothing Accessories Context- aware apps E-books Playlists Desired content Purchases Data set User upload Monetary reward Discounts Work Friends Spouse Home Car Neighbours Community School Joanne’s Fishbowl (Service Environment) Joanne

11. I do not know who is following my trail…

12. Stephanie Josh School drives Grocery shopping Fishbowl Sprint Cingular Motorola Smartphone Sensors Cameras Location awareness Smart TagsVerizon Data buyers Vodophone O2 Orange Motorola enabler Car Government Peers Vendors Walmart Collector Super marketer Network Pop-up program Shopping cart docks Retailors Suppliers Salespeople Products Soup Toothpaste House brands Private labelsOffice Depot Kroger TV Print TV Sales Other consumers Strategic partners Target Supercenter Software engineers Supermarketer network Software Cooking Budgeting Fresh food Savings P & G Nabisco Markdowns Personal marketing Service package Marketing agencyIP Day planner Virtual translator Behaviour tracking Interface Services Appliances Media device Computer Clothing Accessories Context- aware apps Silent commerce Hyperlinks Personal digital context E-books Playlists Public digital context Public domain Fixtures Desired content Purchases Data set Enabled data companies User upload Wireless operator Monetary reward Discounts Work Friends Spouse Home Car Neighbours Community School Joanne’s Ecosystem (Industry Landscape) Joanne

13. I need to trust businesses to respect my privacy…

14. Stephanie Josh School drives Grocery shopping Fishbowl Sprint Cingular Motorola Smartphone Privacy Sensors Cameras Location awareness Data management Data filtering Smart TagsVerizon Data selling Information systems Law compliance Trusting relationship Data buyers Vodophone O2 Orange Motorola enabler Car Government Technology Software platform Automation Sensitivity User-owned data User-operated Position logs Control Access Peers Vendors Walmart Collector Super marketer Network Pop-up program Shopping cart docks Retailors SuppliersMarketing Product development Brand positioning Target marketing Advertising Focus groups Manufacturing Logistics Store-level management Value-added marketing ROI Salespeople Consumer education Products Soup Toothpaste Brand awareness Loyalty House brands Private labelsOffice Depot Kroger TV Print TV Sales Other consumers Strategic partners Target Supercenter Beta testing Customer observation Pricing Shopping habits Brand preference Consumer patterns Software engineers Supermarketer network Software Intelligent agent Inventory Vendor promotions Real-time offers Direct promotion Cooking Menu options Value for money Budgeting Time saving Directions Fresh food Freshness Identification Purchase history Savings Savings Market share P & G Nabisco Markdowns Intelligent target marketing Personal marketing Bundling Endorsements Service package Customer reactions Marketing agencyIP Licensing Day planner Virtual translator Behaviour tracking Personalization Voice activation Interface Voice operation Touch screen Services Item disuse Appliances Media device Computer Clothing Accessories Information hub Data interpreter Context- aware apps Interconnected world Silent commerce Hyperlinks Personal digital context Data recording Transactions E-books Playlists Programmable keys Preference data Programmable keys Public digital context Public domain Public consumption Translation Transmission Wisdom Fixtures Desired content Personalized criteria Subscription Purchases Data transaction reader Programmable software Pre-settingData restriction Data set Recommendations Enabled data companies Census User upload Wireless operator Demographic profile Monetary reward Discounts Work Friends Spouse Home Car Neighbours Community School Joanne’s Control Panel Joanne

15. I have full control

16. Stage 2) Business Model

17. Privacy Maintain privacy, enhance tech experience Track activities, share only desired information Fishbowl program (enabled data) Use Fishbowl to manage data Turn on data enabler, manage and sell data Gives privacy, but addresses her family aspirations Joanne is willingly managing & sharing her personal data Gain market share without advertising Manages privacy and enhances tech interactions Saves money and works for Joanne and her family’s life Value of time and money while controlling privacy Innovation Behaviour Mapping: Overview of Joanne’s Experience

18. Desire: Privacy A desire for privacy generates the business Joanne’s motivation for behaviour Leads to goals Joanne sets Desire shows who Joanne wants to become Desire for a better experience of life Privacy is a motivating desire leading to goals Joanne’s desire for privacy is the root cause of change Desire to become something else and shape her life

19. What Joanne can become in the future Resides in Joanne’s human motivation Maintain privacy, enhance experience with tech Articulated goals are her wants What she wants to do Desire for privacy establishes goals Goal satisfaction: maintain and enhance Goals establish Joanne’s motivation Latent imagination of an innovation outcome

20. Can embrace new technology and result in disruptive innovation Leads to the behaviour of use Makes things part of everyday life actions and modifies life in all aspects Seeks media for better self What Joanne wants to do Goal-oriented behaviour Success of company resides on understanding motivation If media matches motivation, leads to behaviour Joanne’s motivation: Track her activities, share only desired information

21. Media: Fishbowl (Enabled Data) Value is implicit , creates action A sustainable product needs to have value for Joanne every time Fishbowl is a platform providing new forms of value to Joanne Joanne will constantly seek higher media to satisfy her goals Fishbowl program: enabled data Joanne is searching for media to navigate data collection and engage with technology Helps Joanne become a better self Businesses create and distribute media for behaviour manifestation Technologies, products, and services Joanne manifests in present what she wants, who she is, what she can become Design makes media suitable for behaviour Medium is mode of Joanne’s action

22. Behaviour What Joanne can do The reaction in response to stimuli in the environment Joanne uses Fishbowl to manage her data and how it is used Joanne will engage in behaviour as her motivation matches the media Behaviour comes from human motivation, is goal directed and involves action

23. Variables and constraints define Joanne’s actions The Fishbowl medium is a mode for Joanne’s action Actions involve transaction points where value is exchanged against money or time spent in the performance of actions Maximizes opportunities and minimizes threats Joanne turns on the data enabler and can manage and sell data to interested parties What Joanne will do (voluntary actions)

24. Relationship Joanne’s satisfaction builds a relationship Satisfies her goals (maintain privacy and enhance tech experience) Can manage privacy with Fishbowl and enhance tech interactions Compels Joanne each time and maintains action New compelling experience sustains the business Experiences altered by context created from previous behaviour cycle Once Joanne is aware she demands more

25. Satisfaction Compels Joanne each time she uses it and creates value Satisfies Joanne’s goals to manage privacy and enhance her tech interactions Meets her desire for privacy, with goal to manage her data and its use Perception of saving money Works for Joanne and her family’s life Allows Joanne to take advantage of technologies available She has exclusive access and control of data recorded

26. Need to constantly give Joanne what she wants She gets more value for her money ands saves time in the store Value exchanged when behaviour engages technology in an innovation outcome Joanne sees new products as valuable for her current context Value of Fishbowl media is Joanne’s continuous actions leading to a relationship Value is implicit and creates action Relationship & satisfaction to create value, sustaining the business Started in Joanne’s desire for privacy Value As Media

27. Business Activity Source of successful innovation outcomes to transform markets, focusing on the future Economic exchange action creates the business, new compelling experiences sustain it Business model design examines how Fishbowl ‘s value proposition is a dynamic media for Joanne Create media for behaviour manifestation and transformation (new interactions, exchanges, and behaviours) Create products which manifest what Joanne wants (privacy), who she is and her aspirations as a mother Knowledge of initiating, managing and monetizing the creation of culture

28. Business Disruption Enablers observe Joanne’s behaviour (habits, preferences). Super marketer can give her real- time offers and promotions Companies gain market share without more advertising spending; encourage brand loyalty Joanne’s behaviour engaged with Fishbowl’s technology resulted in an innovation outcome (disruptive business model) Behaviour reshapes Joanne’s values, creates new transactions with companies and changes meaning & metrics of economy

29. Behaviour Disruption Joanne’s participatory behaviour is a manifestation of innovation as a behaviour outcome (trigger for innovation behaviour cycle) Innovation is the dynamic behaviour outcome transformation that manifests itself Disruption is a behaviour outcome that starts a new behaviour cycle Joanne is managing and sharing her data with companies using Fishbowl media

30. Software development, data management Joanne: privacy control; business: market share, $ Subscriptions, royalties, software, phone sales Manage privacy, save time and money Wireless operators offer subscription via smartphones Customers can include existing and potential new ones Value of time and money while controlling privacy Software developers, IP, marketing, design Collect, filter user information, target promotions Wireless carriers, retailers, manufacturers Business Model Overview

31. Key Activities (Capabilities) Observe & collect user information (habits, preferences, location, pricing) Develop user profiles Develop a network of retailers, carriers, users and data buyers Filter user data from enabler against variables (inventory, promotions, and marketing) to make direct real-time offers and promotions to consumers Create bundles, endorsements and value added packages Translate and transmit information, collect smart-tagged data

32. Partners Music and e-book companies Clothing companies Accessory makers Location proximity companies (ex. Google Earth) Retailers and data buyers Applicance, media devices and computer manufacturers Government Wireless carriers Payment providers

33. Software developers and engineers Marketing (B2B and B2C) Design Potential IP Data management software Network within wireless and retail space Supermarketer Network Fishbowl Resources

34. Fishbowl Program Costs Software development Advertising to consumers to encourage enrollment Costs to recruit business partners (ex. carriers, retailers) Data management and location data provider costs

35. Joanne enhances her technology interactions by controlling her privacy but also getting value for money ands time Joanna’s relationship & satisfaction with Fishbowl create value, sustaining the business Rooted in Joanne’s desire for privacy, with Fishbowl giving her control (media, behaviour, action align) Proposition

36. Customer Relationships Embedded in Joanne’s relationship with Fishbowl and her actions of using it in her daily activities with businesses Joanne can control her privacy and save time and money Engagement occurs via Fishbowl data enabler, where companies can target promotions to Joanne Fishbowl enhances Joanne’s technology interactions

37. Distribution Channel Associated with smartphone channel Fishbowl data management software: customer programmable software platform with enabler technology Wireless operators offer users a subscription Information transferred via cars, sensors, cameras, etc.

38. Joanne’s Role As A Customer Businesses need to align with Joanne’s desires, goals and motivations Customers can include existing and potential new ones Businesses can keep customers who are willing to buy products at full margin and encourage brand loyalty Companies can use markdowns privately to individual customers they want to target most

39. Fishbowl Revenue Model Sprint: charges for data uploads via subscription to Fishbowl Service Motorola: charges for data management software and gets revenue from phone sales and system royalties Carriers: pay royalties to subscribe to Fishbowl data management system (brokered transactions) User: subscription fees but saves money themselves and may spend more

40. Results For Joanne and Businesses With Joanne sharing more data, businesses can provide value to her (perceived savings of time and money while she controls her privacy) Companies can gain market share without spending on traditional advertising Loyal customers do not require promotions: businesses can maintain full margin and brand loyalty Limits markdowns and sales, using markdowns privately to some customers businesses want to target most Enabler can be used to individually market based on knowledge of previous consumer habits Creates a demand for IP creation and licensing opportunities

41. Joanne’s Journey

42. Joanne Is In Control!

43. I am living the life that I want

Innovation, foresight and Business Design Assignment

Ammar Sabzwari

Innovation, foresight and Business Design Assignment