October 9, 2012iStrategyhugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11201+1 718 625 4843
Why do certain things happen when…and what does this mean for the future?
The Instant EraInstant internet, for everyone,           anywhere
1 gbps @ $70/month
PCBroadbandGrowth
The mobile inflection point                              PC                              Broadband                        ...
The Instant EraDo anything, on demand
lockitron
Siri
Search for web pages      Search forthat contain    the actual     Forget     the       information   search, justinformat...
The Instant EraGet anything, on demand
Same Day Delivery
The Instant EraDigital-first consumer
Post-DigitalsDigital is the preferred way of doing everything.
The post-digital user.                                                                           •  Always	  “online”	    ...
In a few years, she’ll bethe primary decision-maker for all householdand business purchases.
She’s having her first childbefore the next Presidential election.
Online & Digital-Influenced Sales as a Percent of Overall Sales
They buy more online than any othergeneration, and more of their purchases         are through Amazon.
The Instant EraExtreme commoditization
Location is no longer a barrier to sales.
Pricing is transparent.
Brands aren’t neededto communicate quality.
Competing in a world ofextreme commoditization
Two ways to win: a choice                             Verticalize     Compete                                your     at s...
Open.
“I will win because I am cheaper and easier to do business with         than anyone else.”
Vizio
Samsung
Key AttributesThe scale to consistently   be the best value.
Key Attributes    Easy to do business withthanks to frictionless transactions.
Closed.
“I will win because I am unique.    Consumers will want to beassociated with my unique brand.”
The vertical business     Product Design     Manufacturing                            One brand         Brand             ...
Key AttributesChannel control: you can only       buy from me.
Key AttributesCombine digital and analog to  create a unique service.
Key AttributesData component of service     creates lock-in.
Key AttributesSingle cross-channel experience that makes people emotionally    connect with the brand.
Transformation.
Companies must transform to succeed in an instant era    Open                Closed    Winning      Winning by verticalizi...
3 transformation imperatives:1. Users first2. Software layer3. User-first company
A relentless focus on meeting user needs.                    1.Grow your user base and customers follow.                  ...
3 transformation imperatives:1. Users first2. Software layer3. User-first company
Every interaction that anyone wants to do with your companyshould be possible through digital.      No humans required.
Website   APIsMobile Apps  Social   etc.
Two businesses to run.
3 transformation imperatives:1. Users first2. Software layer3. User-first company
hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11222+1 718 625 4843
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Huge - Aaron Shapiro - iStrategy Chicago 2012
Upcoming SlideShare
Loading in …5
×

Huge - Aaron Shapiro - iStrategy Chicago 2012

2,593 views

Published on

Digital Transformation: The Opportunity for Marketers

Published in: Business

Huge - Aaron Shapiro - iStrategy Chicago 2012

  1. 1. October 9, 2012iStrategyhugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11201+1 718 625 4843
  2. 2. Why do certain things happen when…and what does this mean for the future?
  3. 3. The Instant EraInstant internet, for everyone, anywhere
  4. 4. 1 gbps @ $70/month
  5. 5. PCBroadbandGrowth
  6. 6. The mobile inflection point PC Broadband Growth
  7. 7. The Instant EraDo anything, on demand
  8. 8. lockitron
  9. 9. Siri
  10. 10. Search for web pages Search forthat contain the actual Forget the information search, justinformation I’m looking do it for me I’m looking for for
  11. 11. The Instant EraGet anything, on demand
  12. 12. Same Day Delivery
  13. 13. The Instant EraDigital-first consumer
  14. 14. Post-DigitalsDigital is the preferred way of doing everything.
  15. 15. The post-digital user. •  Always  “online”   •  Connected  socially   •  Knows  how  to  find  what  she   wants     Natasha   Connected  Shopper   $   SALE  Transparency   Inspira3on   Value   Discovery   Informa3on   Communica3on  
  16. 16. In a few years, she’ll bethe primary decision-maker for all householdand business purchases.
  17. 17. She’s having her first childbefore the next Presidential election.
  18. 18. Online & Digital-Influenced Sales as a Percent of Overall Sales
  19. 19. They buy more online than any othergeneration, and more of their purchases are through Amazon.
  20. 20. The Instant EraExtreme commoditization
  21. 21. Location is no longer a barrier to sales.
  22. 22. Pricing is transparent.
  23. 23. Brands aren’t neededto communicate quality.
  24. 24. Competing in a world ofextreme commoditization
  25. 25. Two ways to win: a choice Verticalize Compete your at scale brand Open ClosedEmbrace commoditization Be your own industry
  26. 26. Open.
  27. 27. “I will win because I am cheaper and easier to do business with than anyone else.”
  28. 28. Vizio
  29. 29. Samsung
  30. 30. Key AttributesThe scale to consistently be the best value.
  31. 31. Key Attributes Easy to do business withthanks to frictionless transactions.
  32. 32. Closed.
  33. 33. “I will win because I am unique. Consumers will want to beassociated with my unique brand.”
  34. 34. The vertical business Product Design Manufacturing One brand Brand experience spanning all Retail touchpointsPost-Purchase Experience    
  35. 35. Key AttributesChannel control: you can only buy from me.
  36. 36. Key AttributesCombine digital and analog to create a unique service.
  37. 37. Key AttributesData component of service creates lock-in.
  38. 38. Key AttributesSingle cross-channel experience that makes people emotionally connect with the brand.
  39. 39. Transformation.
  40. 40. Companies must transform to succeed in an instant era Open Closed Winning Winning by verticalizing through scale your business.
  41. 41. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  42. 42. A relentless focus on meeting user needs. 1.Grow your user base and customers follow. 2. Think of customers as users.
  43. 43. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  44. 44. Every interaction that anyone wants to do with your companyshould be possible through digital. No humans required.
  45. 45. Website APIsMobile Apps Social etc.
  46. 46. Two businesses to run.
  47. 47. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  48. 48. hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11222+1 718 625 4843

×