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BIG DATA + BIG IDEAS = BIG IMPACT
Prof. Peter Fisk
peterfisk@peterfisk.com
@GeniusWorks
POTENTIAL OF
BIG DATA
Data is the new oil
Mobile is the new brain
POTENTIAL OF
BIG DATA
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
Unreal
Crazy
Astounding
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Globalisation
Turbulent markets
New economies
New business models
Biotech
Internet of things
Clean energy
Nano tech
Health...
Exponentially changing world
1
2
4
8
16
32
64
Exponential rise of big data
2010
1ZB
2015
7ZB
2020
40ZB
Zetta = 10
1 Zettabyte = 1 trillion GB
21
Contacts
Emails
SMS messages
Direct marketing
Photos
Blogs
Search
E-Commerce
Advertising
Digital marketing
Recommendations...
4-Vs-of-big-data=4-Vs-of-big-data4-Vs-of-big-data
Exponential impact of mobile
2010
1ZB
2020
40ZB
Exponential impact of video
2020
40ZB
2010
1ZB
Exponential impact of Asia
2020
40ZB
2010
1ZB
3 Billion new consumers
Weather to farming and fashion
Exponential impact of cloud
2020
40ZB
2010
1ZB
Exponential impact of IOT
2020
40ZB
2010
1ZB
Connecting data
Intelligent everything
Every second
Every minute
POTENTIAL OF
BIG DATA
Think different
Can you see the man?
EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
LEFT BRAIN + RIGHT BRAIN
INTELLIGENCE + IMAGINATION
IMPROVEMENT + INNOVATION
BIG DATA + BIG IDEAS
CERN Hadron Collider
POTENTIAL OF
BIG DATA
$125bn analytics market
Top job 2020: data scientist
Examples of big data
… enabled by telecoms
23andMe DNA profiling
DNA drives personal health
Editd … predicting trends
Editd … transforming fashion
Scanadu Scout … health sensing
Scanadu Scout … transforming health
Catapult … better performance
Catapult … the new sports coach
Ford … Big Drive
Ford … better performance
Big data storage
Big data brokerage
Big data automation
Big data storytelling
POTENTIAL OF
BIG DATA
Technology
Products
Applications
Services
Stop thinking technology
Customer
Propositions
Business
models
Experiences
Technology
Products
Applications
Services
Start thinking customer
Customer
Propositions
Business
models
Experiences
Start thinking customer
Asia and youth
Asia and youth
Who I
am
What I’ve
bought
What drives
me
What’s
going on
Where I’m
going
Where I’ve
been
Where I
am
What I
...
Big ideas for customers
Nike+
Nike+ Training Club
Disney MyMagic
Incredible experiencesDisney MyMagic
E-Estonia
Estonia E-Citizens
GE Brilliant Machines
GE Brilliant Machines
Customer
Propositions
Business
models
Experiences
Technology
Products
Applications
Services
SMALL BUSINESSESSMALL BUSINESSESFAMILIESYOUNG PEOPLE
PIRMIAUSIA JUS
+genius
PIRMIAUSIA - JŪS
Customer-Centric
Brand Building
Workshop
What are our
propositions
to customers?
Summary of outputs
Traka...
YOUNG PEOPLE (Pre-Paid)
Energisers
Enablers
Essentials
Freedom
Being part of what’s happening now
Fast and connected
Sex
P...
YOUNG PEOPLE (Pre-Paid)
Youth/young adults, 15-24 years,
Students/graduates, facebookers
Target
Audience
Freedom to make t...
YOUNG PEOPLE (Pre-Paid)
Choose
Start
Pay
Enjoy
Continue
Leave
New channels to market (eg Coffee Inn,
McDonalds), with rele...
Process for developing the customer strategy
Customer insights
Finding the essentials, enablers
and energisers
Customer co...
Indispensible
Time can kill
How manage?
No more waste
Free (smart)phone
Free netbook
Limit tariffs
Yellow page listing
Clo...
Artisans AccountantsDoctorsReal Estate Pharmacists
Integrating audiences and propositions
Lawyers
Time to do
more
Time to ...
Time
Manager
Customer
Catcher
Store
Manager
Business Owner
Network
Time
Manager Pro
Easy
Office
Client
Manager
Specialist
...
Inspiring solutions for business owners
Time
Manager
Customer
Catcher
Store
Manager
Business Owner
Network
Time
Manager Pr...
POTENTIAL OF
BIG DATA
What is the “big data” future for telecoms?
3 telecom strategies are emerging …
FAST PIPES SMART TECH DIGITAL LIVING
Everyone does the triple play
Fast and convergent media
But who do consumers trust?
And who’s content is it really?
Disruptive content players
Making technology human
About digital people, about life
How can you make life better?
Not about data or products
Enabling people to live better
Enabling people to do more
Enabling people to do more
Fast … but with a bigger purpose
Technology
Products
Applications
Services
Stop thinking technology
Customer
Propositions
Business
models
Experiences
Start thinking customer
What will you do?
He is a bestselling author, keynote speaker and expert consultant in helping
leaders to develop innovative strategies for ...
Email: peterfisk@peterfisk.com
Website: www.theGeniusWorks.com
New book: www.Gamechangers.pro
Twitter: @GeniusWorks
Big Data + Big Ideas = Big Impact
Big Data + Big Ideas = Big Impact
Big Data + Big Ideas = Big Impact
Big Data + Big Ideas = Big Impact
Big Data + Big Ideas = Big Impact
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Big Data + Big Ideas = Big Impact

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Peter Fisk explores the world of big data and its impact on business through innovation and marketing, with particular application to the future of telecoms. First presented at Marketing Genius Live, Astana 19 Feb 2015

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Big Data + Big Ideas = Big Impact

  1. BIG DATA + BIG IDEAS = BIG IMPACT Prof. Peter Fisk peterfisk@peterfisk.com @GeniusWorks
  2. POTENTIAL OF BIG DATA
  3. Data is the new oil
  4. Mobile is the new brain
  5. POTENTIAL OF BIG DATA
  6. Volatile Uncertain Complex Ambiguous +genius
  7. Vibrant Unreal Crazy Astounding
  8. Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  9. Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  10. Globalisation Turbulent markets New economies New business models Biotech Internet of things Clean energy Nano tech Healthcare Resource shortages Transparency Travel Climate change Urbanisation Bio diversity Population growth Agelessness Creative class Digital natives Women Mobility Open education Cloud intelligence Entrepreneurship Sustainable living Culture fusion Localness Storytelling Wellbeing Happiness Caring Tribal Authenticity Collaboration Lifetime learning Empowerment Building blocks to the future
  11. Exponentially changing world 1 2 4 8 16 32 64
  12. Exponential rise of big data 2010 1ZB 2015 7ZB 2020 40ZB Zetta = 10 1 Zettabyte = 1 trillion GB 21
  13. Contacts Emails SMS messages Direct marketing Photos Blogs Search E-Commerce Advertising Digital marketing Recommendations Music Photos Video Games M-Commerce Sensors Transactions Log files eGovernment Weather Conferencing GPS Locations Internet of things Intelligent processes CRM/ERP Web 2.0 Big data Data Volume Data Complexity 10 B 18 10 B 15 10 B 12 10 B 9
  14. 4-Vs-of-big-data=4-Vs-of-big-data4-Vs-of-big-data
  15. Exponential impact of mobile 2010 1ZB 2020 40ZB
  16. Exponential impact of video 2020 40ZB 2010 1ZB
  17. Exponential impact of Asia 2020 40ZB 2010 1ZB
  18. 3 Billion new consumers
  19. Weather to farming and fashion
  20. Exponential impact of cloud 2020 40ZB 2010 1ZB
  21. Exponential impact of IOT 2020 40ZB 2010 1ZB
  22. Connecting data
  23. Intelligent everything
  24. Every second
  25. Every minute
  26. POTENTIAL OF BIG DATA
  27. Think different
  28. Can you see the man?
  29. EMOTIONAL INTUITIVE CONNECTED
  30. RATIONAL ANALYTICAL FOCUSED
  31. EMOTIONAL INTUITIVE CONNECTED RATIONAL ANALYTICAL FOCUSED
  32. LEFT BRAIN + RIGHT BRAIN
  33. INTELLIGENCE + IMAGINATION
  34. IMPROVEMENT + INNOVATION
  35. BIG DATA + BIG IDEAS
  36. CERN Hadron Collider
  37. POTENTIAL OF BIG DATA
  38. $125bn analytics market
  39. Top job 2020: data scientist
  40. Examples of big data … enabled by telecoms
  41. 23andMe DNA profiling
  42. DNA drives personal health
  43. Editd … predicting trends
  44. Editd … transforming fashion
  45. Scanadu Scout … health sensing
  46. Scanadu Scout … transforming health
  47. Catapult … better performance
  48. Catapult … the new sports coach
  49. Ford … Big Drive
  50. Ford … better performance
  51. Big data storage
  52. Big data brokerage
  53. Big data automation
  54. Big data storytelling
  55. POTENTIAL OF BIG DATA
  56. Technology Products Applications Services Stop thinking technology
  57. Customer Propositions Business models Experiences Technology Products Applications Services Start thinking customer
  58. Customer Propositions Business models Experiences Start thinking customer
  59. Asia and youth
  60. Asia and youth Who I am What I’ve bought What drives me What’s going on Where I’m going Where I’ve been Where I am What I like What I need
  61. Big ideas for customers
  62. Nike+
  63. Nike+ Training Club
  64. Disney MyMagic
  65. Incredible experiencesDisney MyMagic
  66. E-Estonia
  67. Estonia E-Citizens
  68. GE Brilliant Machines
  69. GE Brilliant Machines
  70. Customer Propositions Business models Experiences Technology Products Applications Services
  71. SMALL BUSINESSESSMALL BUSINESSESFAMILIESYOUNG PEOPLE PIRMIAUSIA JUS +genius
  72. PIRMIAUSIA - JŪS Customer-Centric Brand Building Workshop What are our propositions to customers? Summary of outputs Trakai, 12-13 July 2011 with Peter Fisk Customer Insight Customer Proposition Customer Experience What is most important to each target segment? How do we enable them to achieve more? How will we deliver the proposition? PROCESSPIRMIAUSIA JUS +genius
  73. YOUNG PEOPLE (Pre-Paid) Energisers Enablers Essentials Freedom Being part of what’s happening now Fast and connected Sex Parties Trends Get more money Finding a better job Connecting with the right people Have the coolest gadgets Be part of social networks Image Friends Money +genius
  74. YOUNG PEOPLE (Pre-Paid) Youth/young adults, 15-24 years, Students/graduates, facebookers Target Audience Freedom to make the most of now Customer context We give you the freedom to be part of what’s happening Distinctive benefits Fast speeds, Connected with People like you Priority features 5 to 10% above Tele 2 Price position Not the cheapest price Not the largest community Customer Trade-off We help you make more money so you can enjoy life to the full Opportunities to find a better jobs through apps and networks +genius
  75. YOUNG PEOPLE (Pre-Paid) Choose Start Pay Enjoy Continue Leave New channels to market (eg Coffee Inn, McDonalds), with relevant gifts (from partners) and discounts Personalised ID cards Don’t lose friends, inform them new number Info about events now (SMS, IVR, CC) New channels to market (eg Coffee Inn, McDonalds), with relevant gifts (from partners) and discounts Surprise when top-up Top-up fun … play game, get more Link to other types of purchases Secrets events, parties, seminars Offers with lovemark partners (RedBull etc) Job Market apps, networks,marchmaking You never leave us – Ezys alumni Loyalty programme with other brands +genius
  76. Process for developing the customer strategy Customer insights Finding the essentials, enablers and energisers Customer context Reframing in terms of what we enable, not what we do Customer narratives Articulating the situation and complication for customers Customer solutions Designing customised solutions including the iconic features Customer propositions Defining the value to customers as distinctive benefits and price Customer experiences How we will communicate, sell, support and enable customers 1 2 3 4 5 6
  77. Indispensible Time can kill How manage? No more waste Free (smart)phone Free netbook Limit tariffs Yellow page listing Cloud management HSBC Business Info Location-based news Grow business Limited time Grow without time? Digital office Performance consultant Start, tech, biz, mktg Smartphone Internet connection Mobile payment Mobile signature Cloud management Website design Santex voice svs Finance/Reg updates Care but changing Too busy to learn Tech to care more? Connect to your world MED Talks Best p, new tech, cases Smartphone PC, printer Mobile office PDX Special numbers Emergency call screening Need to be in store No freedom to live How escape stor?e Manage from distance Prescription alerts Smartphone Internet broadband Mobile internet Mobile broadband PC, printer Sales database Regulation updates Cloud management Success is selling best Most time with buyers How more with sellers? Digital real estate Seller alerts Smartphone Connecting w/banks Instant credit checks Mobile braodband Payment caps Buyer alerts Business news Route planning Location house search Most of day running Lots of wasted time More time for family? Use time better Law App Cases, clients, community Smartphone Cloud internet Client database Mobile banking E-timesheets Route planning/traffic Premium rate services Artisans Accountants Doctors Real Estate Pharmacists Customer narratives … and emerging solutions Lawyers
  78. Artisans AccountantsDoctorsReal Estate Pharmacists Integrating audiences and propositions Lawyers Time to do more Time to do (sell) more Time to do more Time to do (care) more More from your time More from your time Business Network Digital Agency Store Manager Mobile Medic Digital Accountant LawApp M-Marketer M-Office M-Marketer M-Alerts M-Office M-Alerts Cloudmanager M-Office CloudManager M-Office CloudManager Easyphone Smartphone TimeManager Smartphone Smartphone TimeManager Smartphone Time Manager Smartphone TimeManager Retail mindset Retail mindset Retail mindset Professional mindset Professional mindset Professional mindset Personal motive Business motive Personal motive Personal motive Business motive Personal motive $$$ $$ $
  79. Time Manager Customer Catcher Store Manager Business Owner Network Time Manager Pro Easy Office Client Manager Specialist Apps Operational “Retail Owners” Professional “Practice Owners” Business Network Digital Agency Mobile Medic Digital Accountant LawApp Client Database M Alerts M-Office Easyphone Smartphone TimeManager Smartphone Smartphone TimeManager Cloud Manager M-Marketer M-Marketer Cloud Manager Store Manager The solutions are largely customised packages of existing products, and those of third parties.The overall goal is to add value and differentiation, to thereby move away from tariffs. Structuring and packaging the solutions
  80. Inspiring solutions for business owners Time Manager Customer Catcher Store Manager Business Owner Network Time Manager Pro Easy Office Client Manager Specialist Apps Operational “Store Owners” Professional “Practice Owners” Smartphone 3 dedicated tariffs Time manager apps Office manager apps Personal/business PBX Special numbers Customer database CRM/messaging SMS alerts Specialist content Professional community Law App, Med App “Easy”smartphone 3 dedicated tariffs Time manager apps Office manager apps Business process apps Customer database CRM/messaging SMS alerts Online/physical network Awards/seminars Exclusive yellow pages
  81. POTENTIAL OF BIG DATA
  82. What is the “big data” future for telecoms?
  83. 3 telecom strategies are emerging … FAST PIPES SMART TECH DIGITAL LIVING
  84. Everyone does the triple play
  85. Fast and convergent media
  86. But who do consumers trust?
  87. And who’s content is it really?
  88. Disruptive content players
  89. Making technology human
  90. About digital people, about life
  91. How can you make life better?
  92. Not about data or products
  93. Enabling people to live better
  94. Enabling people to do more
  95. Enabling people to do more
  96. Fast … but with a bigger purpose
  97. Technology Products Applications Services Stop thinking technology
  98. Customer Propositions Business models Experiences Start thinking customer
  99. What will you do?
  100. He is a bestselling author, keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to develop more innovative business and brand strategies. He features on the Thinkers 50 “Guru Radar” as one of the best new business thinkers. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot and Coca Cola, DSM and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on customers and experiences, “People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century. His new book "Gamechangers ... Are you ready to change the world?" is published in late 2014, based on extensive research into the 120 companies who are shaking up markets, and making sense of how they lead, innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. And most of all, how to lead your business to a better future. Peter Fisk
  101. Email: peterfisk@peterfisk.com Website: www.theGeniusWorks.com New book: www.Gamechangers.pro Twitter: @GeniusWorks

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