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#4 KEEP IT SIMPLE STUPID Fjord trends 2013

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#4 KEEP IT SIMPLE STUPID Good old-fashioned K.I.S.S. principles make a comeback Simplicity has a long track record of success. Ikeas WHAT’S NEXT 2013 THE PAST bare-bones proposition of modern, simple products at affordable prices has made it one of the worlds leading retailers. Zipcars straightforward and flexible offer led PRE-2000 to extremely quick adoption of an entirely new Ikea, Netscape, transport proposition. Google In the digital world Skype was able to gain huge global market share with an unprecedented proposition because they made the service incredibly easy to2003 understand. And every web browser still shows its basisSkype is founded. in Netscapes simple browser controls, while GoogleSince, it has become search disrupted the search-and-portal world with itsthe largestinternational voice ultra-minimalism.carrier. Other examples include Amazon’s One-click shopping, and the Apple Touch iOS, which revolutionised mainstream mobile interaction by taking it from indirect to direct response. Some users have started to complain that they feel THE NOW overwhelmed by the omnipresent digital world. 2010 ‘Slow Living’ and ‘Slow Food’ were just two examples of Slow Living lifestyle the backlash against our high-velocity digital lifestyle. and philosophy Now we are also seeing that single-purpose apps and brand founded services are gaining ground, feeding a desire for simplification. Examples include how Square created a $3 billion 2010 company in under three years through simplification of Square launches in January. Less than 3 the bureaucratic process of becoming a credit-card years later, the merchant. Or how Bank Simple has changed the company is valued conversation in the banking sector. at $3 billion. Slide 16 © Fjord 2012 | Confidential

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