Presentation to HEDNA 2001


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People who claim to be futurists are obliged to demonstrate that their earlier visions were accurate. In this context, I submit this presentation to the Hotel Electronic Distribution Network Association in 2001. Eight years later, I find myself repeating myself.

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Presentation to HEDNA 2001

  1. 1. Around the World in 90 Minutes Anna Pollock DestiCorp Limited 8/25/01 The view from somewhere “out there”!
  2. 2. Scope and Purpose <ul><li>What’s really happening out there? </li></ul><ul><li>Commerce in the 21 st Century </li></ul><ul><li>Strategic Implications </li></ul>8/25/01
  3. 3. What’s Really Happening? <ul><li>Fashions or fads? </li></ul><ul><ul><li>B2C, B2B, hubs,portals,ASPs,WAP </li></ul></ul><ul><ul><li>“ killer apps” …Holy Grail </li></ul></ul><ul><li>Gadgets or gizmo’s? </li></ul><ul><ul><li>Technology as fashion accessory </li></ul></ul><ul><li>The Doppler or Dopelar Effect? </li></ul><ul><ul><li>Tendency of stupid ideas to look smart when they come at you quickly enough ! </li></ul></ul><ul><li>Products or Models? </li></ul><ul><li>Trends or Transformation? </li></ul>8/25/01
  4. 4. 8/25/01 Paradigm Shift
  5. 5. From Old to New <ul><li>Old </li></ul><ul><ul><li>A linear, mechanical world view </li></ul></ul><ul><ul><li>Supply chains </li></ul></ul><ul><ul><li>Economy as machine </li></ul></ul><ul><ul><ul><li>Re-engineer, fine tune, kick start </li></ul></ul></ul><ul><ul><ul><li>Compete, economies of scale </li></ul></ul></ul><ul><li>New </li></ul><ul><ul><li>A networked, organic, systems view </li></ul></ul><ul><ul><li>Holistic, complex, self-repairing </li></ul></ul><ul><ul><li>Economy as ecosystem </li></ul></ul><ul><ul><ul><li>Collaborate, biodiversity, niche </li></ul></ul></ul><ul><ul><li>Fluid, amorphous, dynamic, messy </li></ul></ul>8/25/01
  6. 6. 8/25/01 Watch Your Language! Four letter words may not be acceptable but TLAs are!
  7. 7. 4 Ps 2 6 Cs <ul><li>Tenets of Marketing in 20 th Century </li></ul><ul><ul><li>product, price, positioning, promotion </li></ul></ul><ul><li>Six “C’s” of e-Commerce </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Convergence </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Competence </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Community </li></ul></ul>8/25/01
  8. 8. People Power <ul><li>Perfect information shifts power to the consumer = commoditisation </li></ul><ul><li>Customers are not eyeballs – they are our guests AND partners, collaborators, co-creators </li></ul><ul><li>Our customers AND employees are people </li></ul><ul><li>Engage them in conversation </li></ul><ul><li>Companies don’t serve guests, people do </li></ul><ul><li>Get personal – with permission, of course! Get viral! </li></ul>8/25/01
  9. 9. What do Customers want? <ul><li>To be treated as an individual </li></ul><ul><li>To have a complete, positive experience </li></ul><ul><li>To be fickle, variable </li></ul><ul><li>To be treated as a whole person </li></ul><ul><ul><li>Physical, mental, emotional, spiritual </li></ul></ul><ul><li>To sustain a dialogue, a conversation </li></ul>8/25/01
  10. 10. Cluetrain Manifesto <ul><li>If you only have time for one clue this year, this is the one to get… we are not seats or eyeballs or end users or customers. We are human beings and our reach exceeds your grasp…….Deal with it! </li></ul><ul><li> </li></ul>8/25/01
  11. 11. Cluetrain Manifesto <ul><li>Companies that don’t realise their markets are now networked person-to-person, getting smarter as a result and are deeply joined in conversation are missing an opportunity. </li></ul><ul><li>See </li></ul>8/25/01
  12. 12. What do our Guests want? <ul><li>To be treated as an individual </li></ul><ul><li>To have a complete, positive experience </li></ul><ul><li>To be fickle, variable </li></ul><ul><li>To be treated as a whole person </li></ul><ul><ul><li>Physical, mental, emotional, spiritual </li></ul></ul><ul><li>To sustain a dialogue, a conversation </li></ul><ul><li>Convenience : appropriate content -- when, where, what and how I want it! </li></ul><ul><li>Personal conversations on de-personalised devices, anywhere, 24*7! </li></ul>8/25/01
  13. 13. Convergence <ul><li>When? </li></ul><ul><ul><li>before, during, after the trip </li></ul></ul><ul><li>Where? </li></ul><ul><ul><li>Print, PC, Web, phone, PDA, TV </li></ul></ul><ul><li>What? </li></ul><ul><ul><li>Text (language) </li></ul></ul><ul><ul><li>Data (standards) </li></ul></ul><ul><ul><li>Images & sound: smell soon! </li></ul></ul><ul><ul><li>Tools (search, select, retrieve, transact, manipulate, share) </li></ul></ul>8/25/01
  14. 14. Depersonalization of the Personal Computer <ul><li>“ If I said to you ‘Can I borrow your laptop?’, it’s like, ‘My feet are cold. Can I borrow your socks for half an hour?’” </li></ul>8/25/01 <ul><li>“ It’s a personal computer, and I think there’s got to be a depersonalization.” </li></ul>Peter Cochrane Chief Technologist, BT
  15. 15. Personal Computers & Pocket Computers <ul><li>“ When you consider the number of pockets out in the world, the PC market looks puny” </li></ul>8/25/01 Bill Joy, Sun Microsystems Ambient Intelligence
  16. 16. Cell Phone Handsets and Handheld Computers Overlap in Function 8/25/01 Cellular Phone Handset Cell Phone with Email, Web Browser PDA with Wireless Data ?
  17. 17. M-commerce <ul><li>Convergence leads to ubiquity </li></ul><ul><li>Voice - anywhere </li></ul><ul><li>Text: SMS </li></ul><ul><li>Web: e-mail </li></ul><ul><li>Web browsing-push, LBS </li></ul><ul><li>Tool for moving info “bits” </li></ul><ul><li>Authentication tool </li></ul><ul><li>Payment tool </li></ul>8/25/01
  18. 18. 8/25/01 MENU: 1: VIEW VIDEO 2: SEND TO T-MAIL 3: WEB SITE 4: RECEIVE MAIL M-commerce
  19. 19. iDTV – t-commerce <ul><li>What is it? </li></ul><ul><li>More than better image, sound and 100’s of channels </li></ul><ul><li>Instant access to in-depth, supportive information </li></ul><ul><li>Community building, e-mail, instant messaging </li></ul><ul><li>Consumer power: EPG’s and PDVR </li></ul><ul><li>Intelligence and refined targeting </li></ul><ul><li>Personalisation </li></ul>8/25/01
  20. 20. iDTV – some statistics <ul><li>In 2000, 15% of European viewers use iDTV, expected to reach 60% by 2004 </li></ul><ul><li>In 2000, some 29 million UK households already have it </li></ul><ul><li>US will lag – 27% of American TV viewers in 2004 will use iDTV </li></ul>8/25/01
  21. 21. Will “they” buy? <ul><li>66% say yes </li></ul><ul><li>41% have already done so </li></ul><ul><li>High response rate (22%) for click through ads </li></ul><ul><li>iDTV to generate $20 billion in revenue by 2004 </li></ul><ul><ul><li>$11 billion in advertising </li></ul></ul><ul><ul><li>$ 7 billion from commerce </li></ul></ul><ul><ul><li>$ 2 billion in subscription fees </li></ul></ul>8/25/01
  22. 22. iDTV: Trends and Issues <ul><li>Disappearance of channels (thanks to EPGs and PDVRs!) </li></ul><ul><li>Appearance of personalised TV portals </li></ul><ul><li>Blurring of advertising and programming </li></ul><ul><li>Need for media-rich content </li></ul><ul><li>Brand strength, content range and quality essential. </li></ul>8/25/01
  23. 23. Content <ul><li>Text (language, design) </li></ul><ul><li>Data (standards) </li></ul><ul><li>Images & sound </li></ul><ul><li>Geocoded </li></ul><ul><li>Tools (search, select, retrieve, transact, manipulate, share) </li></ul><ul><li>Intelligence .. Has to be machine-readable </li></ul><ul><li>…… XML wrapped, tagged </li></ul>8/25/01
  24. 24. Strategic Challenges <ul><li>Mammoth Variability </li></ul><ul><ul><li>Market variations: language, culture, regulations </li></ul></ul><ul><ul><li>Commercial: rates, commission structures </li></ul></ul><ul><ul><li>Customisation: trade partners, corporate customers, loyal customers </li></ul></ul><ul><ul><li>Channels: consistency, follow-through </li></ul></ul>8/25/01
  25. 25. Channel Management <ul><li>Appropriate content </li></ul><ul><ul><li>By channel </li></ul></ul><ul><ul><li>Stage in the customer’s purchase cycle </li></ul></ul><ul><ul><li>By customer’s trip purpose </li></ul></ul><ul><ul><li>By customer nationality </li></ul></ul><ul><ul><li>By customer profile </li></ul></ul><ul><li>Machine automation mandatory! </li></ul>8/25/01
  26. 26. Cost Headaches Ahead 8/25/01 # of unique eBusiness relationships Time & Cost Each e-Business relationship is unique, involves integration with disparate systems, and every change currently requires a skilled programmer.
  27. 27. Competence <ul><li>You can’t do it all </li></ul><ul><li>What does your guest want, need? </li></ul><ul><li>What is your core competence? </li></ul><ul><li>With whom can you, must you ally? </li></ul><ul><li>Creating a collaborative infrastructure </li></ul><ul><li>Generating reach cost effectively </li></ul>8/25/01
  28. 28. Collaboration <ul><li>From “chain” to network </li></ul><ul><li>From web site to “business web” </li></ul><ul><li>From product focus to customer focus </li></ul><ul><li>From owning to partnering </li></ul><ul><li>New leadership styles required </li></ul><ul><li>New organisational structures </li></ul>8/25/01
  29. 29. Towards C-Commerce <ul><li>Old: Supply Chain Management </li></ul>8/25/01 Suppliers Customers SCM ERP CRM
  30. 30. Towards C-Commerce <ul><li>New: Business web or Ecosystem </li></ul>8/25/01 ANCILLARY SERVICES CHANNEL PARTNERS SUPPLIERS CUSTOMERS
  31. 31. Community Building <ul><li>A business-web is a community of enterprises, their suppliers, partners and customers that collaborate to create wealth by delivering sustained value to a customer or set of customers. </li></ul><ul><li>Opportunistic, customer centric, fluid, organic, messy! </li></ul>8/25/01
  32. 32. Final “Takeaways” <ul><li>Think “infrastructure” not sites </li></ul><ul><li>Think ecology not technology </li></ul><ul><li>Companies don’t look after guests – people do! </li></ul><ul><li>Unleash the creativity, curiosity and passion of your people </li></ul><ul><li>To find the Holy Grail: never cease asking the question: how may I serve you? </li></ul>8/25/01
  33. 33. DESTiCORP Limited <ul><li>Positioning as the leading authority on C-commerce and Business Webs in the tourism and hospitality sector </li></ul><ul><li>E-services and Business Web Enabler </li></ul><ul><li>Web Services Provider </li></ul>8/25/01