Via Della Conciliazione (AP)
Via Della Conciliazione (AP)
WHAT HAS CHANGED SO FAR:
1. MOBILE RULES
MOBILE REPLACING THE PC
Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
MOBILE AT THE CENTER OF DAILY LIFE
CLOSEFOR 91% OF THE POPULATION THE
DEVICE IS ONLY AN ARM’s LENGTH
AWAY (24/7)
ADDICTIVE...
Source: statista / eMarketer (United States)
267 264
274 278
146
155
167 173
98 96 94 92
22
34
54
82
33 30 26 2222 20 18 1...
Winning the Empowered Consumer (GMN)
Page 7
WITH TABLETS AS SECOND SCREEN…
GoogleMovile 2011: Jenny Gove and John Webb, Us...
WHAT HAS CHANGED SO FAR:
2. FAST GROWTH IN ECOMMERCE
(WITH MANY NEW PLAYERS)
Source: eMarketer 2012
CAGR 2012-17 US ECOMMERCE
In which situations do you typically use a mobile device to shop or make purchases?
77%
59%
51%
45%
36%
35%
62%
60%
66%
68...
WITH NEW DOMINANT PLAYERS …
Source: Exciting Commerce
WHAT HAS CHANGED SO FAR:
3. ONLINE MARKETING HAS
BECOME A KEY CAPABILITY
NEW NORMAL:
TRACKING THE ONLINE
CUSTOMER JOURNEY
WHAT IS THE VALUE OF …
WITH SOCIAL ADDING
EVEN MORE COMPLEXITY …
WHAT‘S NEXT:
1. FROM STANDALONE ASSETS TO
DEEPLY INTEGRATED IP SOLUTIONS
CARS BECOMING IP-BASED SERVICES
“Today, data from more
than 62 controllers can be
used in the current E-
Class model “
:Source: Volker Wilhelmi, Head of E...
WAZE – ACQUIRED BY GOOGLE
GPS
Telematic System
App
Insurance
M2M
Connectivity
Instant
Servers
Website
Customer
Portal
Telefónica
Source: Telefónica ...
2001, HE SAID …
SUCCESS IS
WHAT‘S NEXT:
2. FROM VERTICAL TO HORIZONTAL
COMMERCE
STARTED AS VERTICAL,NOW LEADING
MANY CATEGORIES …
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, ...
DOMINATING KEY VALUE ACTIVITIES
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
DOMINATING THE LAST MILE
DOMINATING THE LAST MILE
WHAT‘S NEXT:
3. PROLIFERATING TOUCH POINTS
= NEW DEVICES = MORE DATA
QR SHOPPING
WILL HAPPEN:
SALES UP 130% IN 3 MOS.
USERS UP 76%
CONVENIENCE SHOPPING
WHERE IT MAKES SENSE
50 BUS STOPS in TORONTO
DOES MAKE SENSE FOR REPLENISHMENT
OR WITH FREE DELIVERY
SKYMAP BY
“POINT – KNOW” IS NOT NEW
MORE “POINT AND BUY” TO COME
NEW LEVEL FOR “POINT AND BUY”
BUYING AT A FINGERTIP …
GATEKEEPERS WILL
DOMINATE
“POINT-KNOW-BUY”
SHOPPING
= THE NEXT LAYER AFTER SOCIAL
“I see [wearable technology] as another
very key branch of the tree.” Tim Cook | CEO Apple
… ACROSS MANY DEVICES TO COME
Source: Forrester Research 2013
12%
28%
would want to
purchase wearable
technology, like
glasses
are interested in
wrist-b...
THERE IS ONLY REASON FOR HAVING A
WEBSHOP AS A CONSUMER BRAND
Social Media
Geo-Positioning
Data
Call Center Data
RFID
Action Sensors
Operative Data
Past-Data Inputs
Data-Warehouse
CRM
...
WHAT‘S NEXT:
4. CONSUMERS WANT TO
PARTICIPATE EVEN MORE
BECAUSE …
Source: TNS Infratest, 2012
14% TRUST ADS
57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN
THE BRAND’S MESSAGE...
THE FUTURE OF THE WEB IS VISUAL,
AND MUCH MORE PERSONAL.
POST-SOCIAL = THE ME WEB
DRIVING
CURATED
SHOPPING
…
Page 47
•
•
•
•
0
100
200
300
400
500
600
Products co-created with customers Internally developed products
Source: Nishikawa, Hidehiko, Ma...
… AND AT SOME POINT
… PRINTING USEFUL THINGS
… EVEN IN YOUR CATEGORY
Source: Thingiverse 2013
WHAT‘S NEXT:
5. NEED FOR NEW CAPABILITIES
FROM HARDWARE (= SHOES ETC.) …
… TO SOFTWARE DOMINANCE
AND LEAN
STARTUP
PRODUCT
DEVELOPMENT
TECHNIQUES
Source: Why the Lean Startup Changes Everything by
Steve Blank, HBR, May 2...
Source: Harvard Business Review, May 2013
CREATING MAJOR IMPACT ON
RESULTS
Source: Bloom Partners Digital
Readiness Study 2013
NEXT LEVEL DIGITAL:
1. FROM SINGLE ASSETS TO IP-ONLINE-OFFLINE
SOLUTIONS
2. FROM VERTICAL COMMERCE TO HORIZONTAL
GATEKEEPE...
NOW, OVER TO YOU …
mpfeiffer@bloom-partners.com
http://www.slideshare.net/mpfeiffer/
@markuspfeiffer1
www.bloom-partners.com
Next Level Digital - Growing consumer brands in a digital-first future
Next Level Digital - Growing consumer brands in a digital-first future
Next Level Digital - Growing consumer brands in a digital-first future
Next Level Digital - Growing consumer brands in a digital-first future
Next Level Digital - Growing consumer brands in a digital-first future
Next Level Digital - Growing consumer brands in a digital-first future
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Next Level Digital - Growing consumer brands in a digital-first future

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Latest keynote from a consumer goods (FMCG) conference on the future challenges of digital.

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Next Level Digital - Growing consumer brands in a digital-first future

  1. 1. Via Della Conciliazione (AP)
  2. 2. Via Della Conciliazione (AP)
  3. 3. WHAT HAS CHANGED SO FAR: 1. MOBILE RULES
  4. 4. MOBILE REPLACING THE PC Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
  5. 5. MOBILE AT THE CENTER OF DAILY LIFE CLOSEFOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s LENGTH AWAY (24/7) ADDICTIVE THE AVERAGE USER IS CHECKING HIS SMARTPHONE >150 TIMES A DAY RELEVANT 10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX. Source: Tomi Ahonen Almanac 2013; Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
  6. 6. Source: statista / eMarketer (United States) 267 264 274 278 146 155 167 173 98 96 94 92 22 34 54 82 33 30 26 2222 20 18 16 33 47 45 36 0 50 100 150 200 250 300 2009 2010 2011 2012 Dailyuseinminutes TV Online Radio Mobile (nonvoice) Newspapers Magazines Other Average daily media use in the United States from 2009 to 2012 (in minutes) MOBILE DOES NOT CANNIBLIZE TV …
  7. 7. Winning the Empowered Consumer (GMN) Page 7 WITH TABLETS AS SECOND SCREEN… GoogleMovile 2011: Jenny Gove and John Webb, User Experience Research, Mobile Ads
  8. 8. WHAT HAS CHANGED SO FAR: 2. FAST GROWTH IN ECOMMERCE (WITH MANY NEW PLAYERS)
  9. 9. Source: eMarketer 2012 CAGR 2012-17 US ECOMMERCE
  10. 10. In which situations do you typically use a mobile device to shop or make purchases? 77% 59% 51% 45% 36% 35% 62% 60% 66% 68% 65% 57% 87% 77% 26% 42% 21% 32% At home Watching TV On-The-Go Commuting/traveling In a store At work Dual owners using tablets Dual owners using smartphones Smartphone owners using smartphones Source: Next-Gen Retails Mobile and Beyond, latitude, 2012 THEY SHOP EVERYWHERE (ON ALL SCREENS)
  11. 11. WITH NEW DOMINANT PLAYERS … Source: Exciting Commerce
  12. 12. WHAT HAS CHANGED SO FAR: 3. ONLINE MARKETING HAS BECOME A KEY CAPABILITY
  13. 13. NEW NORMAL: TRACKING THE ONLINE CUSTOMER JOURNEY
  14. 14. WHAT IS THE VALUE OF …
  15. 15. WITH SOCIAL ADDING EVEN MORE COMPLEXITY …
  16. 16. WHAT‘S NEXT: 1. FROM STANDALONE ASSETS TO DEEPLY INTEGRATED IP SOLUTIONS
  17. 17. CARS BECOMING IP-BASED SERVICES
  18. 18. “Today, data from more than 62 controllers can be used in the current E- Class model “ :Source: Volker Wilhelmi, Head of Electronics/Electro-Architecture, Mercedes-Benz (2012)
  19. 19. WAZE – ACQUIRED BY GOOGLE
  20. 20. GPS Telematic System App Insurance M2M Connectivity Instant Servers Website Customer Portal Telefónica Source: Telefónica Insurance Telematics: New M2M solution can reduce car insurance costs MORE TO COME: PAY AS YOU GO INSURANCES
  21. 21. 2001, HE SAID … SUCCESS IS
  22. 22. WHAT‘S NEXT: 2. FROM VERTICAL TO HORIZONTAL COMMERCE
  23. 23. STARTED AS VERTICAL,NOW LEADING MANY CATEGORIES … Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
  24. 24. DOMINATING KEY VALUE ACTIVITIES Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
  25. 25. DOMINATING THE LAST MILE
  26. 26. DOMINATING THE LAST MILE
  27. 27. WHAT‘S NEXT: 3. PROLIFERATING TOUCH POINTS = NEW DEVICES = MORE DATA
  28. 28. QR SHOPPING WILL HAPPEN: SALES UP 130% IN 3 MOS. USERS UP 76%
  29. 29. CONVENIENCE SHOPPING WHERE IT MAKES SENSE 50 BUS STOPS in TORONTO
  30. 30. DOES MAKE SENSE FOR REPLENISHMENT OR WITH FREE DELIVERY
  31. 31. SKYMAP BY “POINT – KNOW” IS NOT NEW MORE “POINT AND BUY” TO COME
  32. 32. NEW LEVEL FOR “POINT AND BUY”
  33. 33. BUYING AT A FINGERTIP …
  34. 34. GATEKEEPERS WILL DOMINATE “POINT-KNOW-BUY” SHOPPING = THE NEXT LAYER AFTER SOCIAL
  35. 35. “I see [wearable technology] as another very key branch of the tree.” Tim Cook | CEO Apple … ACROSS MANY DEVICES TO COME
  36. 36. Source: Forrester Research 2013 12% 28% would want to purchase wearable technology, like glasses are interested in wrist-based wearable devices
  37. 37. THERE IS ONLY REASON FOR HAVING A WEBSHOP AS A CONSUMER BRAND
  38. 38. Social Media Geo-Positioning Data Call Center Data RFID Action Sensors Operative Data Past-Data Inputs Data-Warehouse CRM Identification of relevant sources Data- Extraction Data-Discovery Location- Intelligence Text Analysis Data-/Text-Mining Search Enhancement BigData Big Data Management Big Data Analysis Source: Bloom Partners 2013, S.A.R.L. Martis 2012 SO, GET THE PROCESS RIGHT, NOW …
  39. 39. WHAT‘S NEXT: 4. CONSUMERS WANT TO PARTICIPATE EVEN MORE
  40. 40. BECAUSE … Source: TNS Infratest, 2012 14% TRUST ADS 57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN THE BRAND’S MESSAGES 41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW MORE THAN THE BRAND’S MESSAGES
  41. 41. THE FUTURE OF THE WEB IS VISUAL, AND MUCH MORE PERSONAL. POST-SOCIAL = THE ME WEB
  42. 42. DRIVING CURATED SHOPPING …
  43. 43. Page 47 • • • •
  44. 44. 0 100 200 300 400 500 600 Products co-created with customers Internally developed products Source: Nishikawa, Hidehiko, Martin Schreier, and Susumu Ogawa. “User-generated versus designer-generated products: A performance assessment at Muji, International.” Journal of Research in Marketing. 17 Oct. 2012 MillionYen,Profitsinthefirstyear … CREATING 4x HIGHER PROFITS
  45. 45. … AND AT SOME POINT
  46. 46. … PRINTING USEFUL THINGS
  47. 47. … EVEN IN YOUR CATEGORY Source: Thingiverse 2013
  48. 48. WHAT‘S NEXT: 5. NEED FOR NEW CAPABILITIES
  49. 49. FROM HARDWARE (= SHOES ETC.) …
  50. 50. … TO SOFTWARE DOMINANCE
  51. 51. AND LEAN STARTUP PRODUCT DEVELOPMENT TECHNIQUES Source: Why the Lean Startup Changes Everything by Steve Blank, HBR, May 2013 REQUIRE- MENTS IMPLEMEN- TATION TESTING EVALUATION PLANNING ANALYSIS & DESIGN INITIAL PLANNING DEPLOYMENT OF AN MVP CUSTOMER FEEDBACK REQUIRE- MENTS PLANNING
  52. 52. Source: Harvard Business Review, May 2013
  53. 53. CREATING MAJOR IMPACT ON RESULTS Source: Bloom Partners Digital Readiness Study 2013
  54. 54. NEXT LEVEL DIGITAL: 1. FROM SINGLE ASSETS TO IP-ONLINE-OFFLINE SOLUTIONS 2. FROM VERTICAL COMMERCE TO HORIZONTAL GATEKEEPERS 3. PROLIFERATING TOUCH POINTS = DEVICES = DATA 4. NEW CONSUMER PARTICIPATION 5. LEAN STARTUP MIMIKRY
  55. 55. NOW, OVER TO YOU …
  56. 56. mpfeiffer@bloom-partners.com http://www.slideshare.net/mpfeiffer/ @markuspfeiffer1 www.bloom-partners.com

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