IDEA - Fort Voortdorp

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IDEA - Fort Voortdorp

  1. 1. JEROEN VAN DER SCHENK ROBERT DAVERSCHOT MHM
  2. 2. Four non-residential Convention Centres Maarssen & Utrecht “ Seats2meet.com, the Easyjet among the Dutch meeting & convention centres.” Vincent Evers Internet Trendwatcher
  3. 3. WEB2.0 E-Communication & E-commerce Platformen
  4. 4. “ Trendwatching, Trendslation, Knowledge creation”
  5. 5. <ul><li>SOCIAL NETWORK </li></ul><ul><ul><li>Z.Z.P. </li></ul></ul><ul><ul><li>New Leaders </li></ul></ul><ul><ul><li>Management Supporters </li></ul></ul>“ De site van de toekomst, maar gelukkig nu al beschikbaar!” Francine ten Hoedt Hoofdredacteur Expertise
  6. 6. <ul><li>WEB2.0? </li></ul><ul><li>“ Webbased communication, intelligence & transaction platforms: </li></ul><ul><li>Easy accessible, open source. Content is dynamic and re-usable. </li></ul><ul><li>Peers meet and are connected. By using available information, they co-create new knowledge and value. </li></ul><ul><ul><li>- Technology is just an enabler - </li></ul></ul><ul><ul><li>Ronald van den Hoff </li></ul></ul>
  7. 7. Trend I: Consumers become transumers The transumer is on the move. Snap decisions on where to go and what to do. Low cost carriers make travel affordable for everybody. Reliable and tailor made information needed “on the spot”. Experience local hotspots to make the stay worth while … Time is precious! Work-life balance re-discovered, easy interexchangeable.
  8. 8. <ul><li>Trend I </li></ul><ul><li>Consumers become transumers </li></ul><ul><ul><li>Easy, Mobile, Flexible </li></ul></ul><ul><ul><li>Mash Up: 1+1=3 </li></ul></ul>
  9. 9. Trend I: Consumers become transumers 3D Mash up: Microsoft Photosynth
  10. 10. <ul><li>Trend I: </li></ul><ul><li>Consumers become transumers </li></ul><ul><ul><li>And there is Tom-Tom, Pod city guide, </li></ul></ul><ul><ul><li>I-Phone, and there is … </li></ul></ul><ul><ul><li>The “transumer” moves on, even speaking Chinese! </li></ul></ul>
  11. 11. <ul><li>Trend I: </li></ul><ul><li>Consumers become transumers </li></ul><ul><ul><li>Dine with locals </li></ul></ul><ul><ul><li>Stay with locals </li></ul></ul><ul><ul><li>Talk with locals </li></ul></ul><ul><li>Or dine in “ impossible to reserve ” restaurants … </li></ul>
  12. 12. Trend II: Networked individualism The rise of new social networks. A replacement for the tribes that we want to belong to: individual collectivism . The “avatar”, Sanskrit for “the deliberate descent of an immortal being into the mortal realm for a special purpose”. The avatar, the online virtual identity, is used to move around in virtual worlds and new social networks.
  13. 13. Trend II: Networked individualism Networks : Social  Hyves Business  Xing, Facebook, Myspace Game  World of Warcraft Hybride  Second Life, Hipihi
  14. 14. Trend II: Networked individualism Better being a “fast second” like the ING with “Our Virtual Holland”, than the first, like ABN Amro, who learned the hard way what 24/7 means …
  15. 15. Trend II: Networked individualism However, some companies or individuals do make money. A business concept that combines the real- and the virtual world, seems to be more successful, than concepts only relying on the virtual market. Money exchange, offering virtual tours for avatars or make real oil painting of your avatars are examples of money generators.
  16. 16. <ul><li>Trend II: </li></ul><ul><li>Consumers become avatars </li></ul><ul><li>Co-create value with your customers </li></ul><ul><li>At 5 A.M </li></ul><ul><ul><li>Personalised blog notification </li></ul></ul><ul><ul><li>Fris in je Hoofd! Dbase </li></ul></ul><ul><li>At 10 A.M </li></ul><ul><ul><li>> 400 views </li></ul></ul><ul><ul><li>> 10 high quality posts </li></ul></ul>
  17. 17. <ul><li>Trend II: </li></ul><ul><li>Networked individualism </li></ul><ul><ul><li>More and more companies see the </li></ul></ul><ul><ul><li>strengths of social networks and </li></ul></ul><ul><ul><li>instead of using general networks, </li></ul></ul><ul><ul><li>they start their own. </li></ul></ul>
  18. 18. Trend II: Networked individualism Vorovo Island Run the show online; Tribilization as entertainment. Networking in it’s optimal form: Virtual and physic contact moments!
  19. 19. Work- , Innovation-, Social-, Expert knowledge-, Career Guidance-, Learning Networks <ul><li>Trend II: </li></ul><ul><li>Networked individualism </li></ul><ul><li>Companies replace vertically integrated hierarchies as the dominant form of social organization and instead make use of social networks . </li></ul><ul><li>Network Archetypes: </li></ul><ul><ul><li>Hubs </li></ul></ul><ul><ul><li>Pulsetakers </li></ul></ul><ul><ul><li>Gatekeepers </li></ul></ul><ul><li>*STEPHENSON </li></ul>
  20. 20. <ul><li>Trend III: </li></ul><ul><li>Communicative Self-steering </li></ul><ul><li>Experience economy and callosity of the society [feelings]. Rules and laws in order to regulate [ratio]. Feelings in a high-speed economy have difficulties to settle in a culture; bringing up emotions. </li></ul><ul><li>Know and learn to name feelings </li></ul><ul><li>Requiring a new way of learning </li></ul><ul><li>Feelings able to settle in a culture </li></ul><ul><li>Emotions flock away </li></ul><ul><li>Prof Dr Arnold Cornelis, Cultuurfilosoof </li></ul><ul><li> [1934-1999] </li></ul>
  21. 21. Trend III: Communicative Self-steering 2005 : According to the Edelman Trust Barometer, trust shifted from established institutions and authority to peers. 2006 : &quot;A person like me&quot; was found to be the most credible spokesperson. This caused TIME Magazine to announce &quot;You&quot; as the &quot;Person of the year 2006&quot; 2007 : A trend going on that authentic business are more trusted than traditional media and the government.
  22. 22. Trend III: Communicative Self-steering Even the most established industry of banking is under attack, “peer-to-peer” banking: people lending each other money using the internet as bank platform NO ESCAPE POSSIBLE! The world keeps on changing fast. Trust is key and enabler for ongoing innovation .
  23. 23. <ul><li>Trend III: </li></ul><ul><li>Communicative Self-steering </li></ul><ul><li>Reviewsites are an important source of information for consumers. Postings are done by “peers”, like-minded individuals, making the opinions important for prospective buyers … </li></ul><ul><ul><li>@ Tripadvisor </li></ul></ul><ul><ul><li>@ Airline Meals </li></ul></ul><ul><ul><li>@ Meetingreviews.com </li></ul></ul><ul><ul><li>@ Garageselect.nl </li></ul></ul>
  24. 24. Trend III: Communicative Self-steering As we saw, the consumer organizes him/herself on the internet [or is being helped to get organized]. @ Pairup.com @ KLM China @ Farecast.com
  25. 25. Trend III: Communicative Self-steering 70.000.000 BLOGS ON THE WEB! People tell stories of every company. Especially people that are no longer employed by a company. From Dell to Meeting Masters! Luckily negative blogs are countered by other positive new media initiatives, like online video recruitment.
  26. 26. <ul><li>Trend V: </li></ul><ul><li>Blue Ocean Companies </li></ul><ul><li>From bloody red to tranquil blue oceans </li></ul><ul><li>Anticipate on new wishes of consumers </li></ul><ul><li>Exploit the potential of [WEB2.0] internet </li></ul><ul><li>New markets [niches] </li></ul><ul><li>New value chain for all stakeholders. </li></ul><ul><li>No competition </li></ul><ul><li>Capable to transform cultural and/or economical contradictions into opportunities. </li></ul>
  27. 27. Trend V: Blue Ocean Companies No frills product services ZARA COMPETITION Operating Profit: 10% < 5% Shop visits by consumer: 17 4 Unsold goods: 10% >20% Rack rate sales: 85% 60% Cycle: demand  design  production  shop: 15 days ?months source: Harvard Business Review, November 2004 LOW-COST CARRIERS… Ryan Air EasyJet Passengers** 2004 : 30.000 24.000 2005: 33.000 30.000 2006 : 35.000 33.000 Profit margin 20%-30% 5%-10% Number of aircraft 91 109 ** X 1000 Source: websites Ryan Air, Easy Jet, November 2006 Kim & Mauborgne ELIMINATE CREATE REDUCE RAISE
  28. 28. Trend V: Blue Ocean Companies First class products and services in the hospitality industry: Entire value chains organised around internet platforms.
  29. 29. Trend V: Blue Ocean Companies Impact on traditional economic laws: Long Tail Theory [Anderson] VS. 20/80 Rule [Pareto]
  30. 30. Trend V: Blue Ocean Companies “ Brands become lovemarks!*” MYSTERY: great stories, past, present and future together taps into dreams myths and icons, inspiration SENSUALITY: vision, sound, smell and taste, touch INTIMACY: empathy, commitment, passion *Saachi & Saachi BRANDS: Low love High respect LOVEMARKS: HIGH love High respect PRODUCTS: Low love Low respect FADS: High love Low respect
  31. 31. Trend V: Blue Ocean Companies In retail and also in hospitality, we see guerilla stores ; pop-up hotels, -campings, -nightclubs. These venues go where the action izzz … !
  32. 32. Trend V: Blue Ocean Companies Blue Ocean companies use co-branding as one of their marketing tools. BRANDS: Low love High respect LOVEMARKS: HIGH love High respect PRODUCTS: Low love Low respect FADS: High love Low respect
  33. 33. Trend V: Blue Ocean Companies Testimonial advertising thanks to user-generated content (UGC): WEB2.0’s main ingredient. Dynamic content refreshed continuously by its community: information becomes infotainment .
  34. 34. There are … Companies, That make things happen Companies, That watch things happen Companies That wondered what happened … Peter F. Drucker

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