Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chat will be the next big platform

2,711 views

Published on

About Conversational User Interfaces.
Presentation for the Wijs Innovation Event.

Published in: Business

Chat will be the next big platform

  1. 1. Conversational User Interfaces
  2. 2. Hi! My name is Bart. I work for digital 
 agency Find me on : @netlash.
  3. 3. Let’s start with a story.
  4. 4. Digital.
  5. 5. Digital. It’s not about e-commerce or websites or technology.
  6. 6. Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  7. 7. First we change technology. Then technology changes us.
  8. 8. Let’s start with a story.
  9. 9. I worked at a bank end of the 90’s.
  10. 10. I worked at a bank end of the 90’s. Do you remember the 90’s?
 We still used these:
  11. 11. I worked at a bank end of the 90’s. I had to visit lots of clients in unknown places. Do you remember the 90’s?
 We still used these:
  12. 12. Remember these?
  13. 13. I prepared the night before by printing out lots of route descriptions.
  14. 14. Now I have this.
  15. 15. I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it. Now I have this.
  16. 16. My behaviour changed. Induced by technology, I changed the way I prepare for driving.
  17. 17. ICT = Information and Communications Technology Emphasis on Information & Communication, not on Tech. The revolution is in I & C, not in T.
  18. 18. Information is always, anywhere and frictionless available.
  19. 19. Remember how we used to plan 
 ‚going out’ in the 80’s?Weeks ahead.
  20. 20. Now we have this. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.
  21. 21. First we change technology. Then technology changes us.
  22. 22. Information is always, anywhere and frictionless available.
  23. 23. Behaviour change.
  24. 24. Another story.
  25. 25. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
  26. 26. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend. I know nothing
 about washing 
 machines.
  27. 27. This is how I came to a decision:
  28. 28. Supplier 1995 I went to a retailer, because they had a cool radio commercial and theme song.
  29. 29. Supplier Problem 1995 I explained my ‚problem’ to the sales guy: starting family, low budget, no kids.
  30. 30. Supplier Problem Solution 1995 He suggested 3 brands of washing machines that fitted my needs.
  31. 31. Supplier Problem Solution Product 1995 I chose the brand that best fitted my needs and feelings.
  32. 32. Supplier Problem Solution Product 1995 2015 20 years later, that washing machine broke down. I had to buy a new one.
  33. 33. Supplier Problem Solution Product Problem 1995 2015 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.
  34. 34. Supplier Problem Solution Product Problem Solution 1995 2015 I read reviews, descriptions, social info by experts and people like me.
  35. 35. Supplier Problem Solution Product Problem Solution Product 1995 2015 I chose the brand that best fitted my needs and feelings based on that information.
  36. 36. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Then I decided where to buy it, based on a mix of price, convenience and service.
  37. 37. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 New decision funnel
  38. 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 New decision funnel You want to be as high as possible in the decision funnel.
  39. 39. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 New decision funnel Branding You want to get that cool theme song in their heads.
  40. 40. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 New decision funnel Branding Content
 Marketing You want to be found in that research phase.
  41. 41. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 New decision funnel Branding Content
 Marketing Branding Branding is still important!
  42. 42. New decision funnel, because new availability of information.
  43. 43. New decision funnel, because new availability of information. In 1995, I had to go to a library to do research.
  44. 44. New decision funnel, because new availability of information. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house.
  45. 45. New decision funnel, because new availability of information. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. In 2015, I can do research anytime anywhere.
  46. 46. (But ICT revolution will continue…) Caution! There is no complete frictionless information yet!
  47. 47. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless
  48. 48. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!
  49. 49. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Still some friction in information!
  50. 50. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Still some friction in information! Not prepared to do research for low involvement items.
  51. 51. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.
  52. 52. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Low involvement High involvement Tap into the right decision funnel!
  53. 53. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Low involvement High involvement Tap into the right decision funnel! But know that the ICT revolution will keep moving products to the new model.
  54. 54. Behaviour change.
  55. 55. New decision funnel, because new availability of information.
  56. 56. ?
  57. 57. ICT revolution will not end here…
  58. 58. Trends…
  59. 59. Trendrapport.
  60. 60. ‣ smaller in unit of information ‣ less about technology and more about communication ‣ more implicit and less explicit ‣ more integrated into things ‣ becoming invisible Internet is becoming smaller & more integrated:
  61. 61. 1. First Era of Internet
  62. 62. 1. First Era of Internet ‣ desktop internet ‣ 1 CPU per family ‣ unit of information = web page ‣ humans talking to computers ‣ dominated by Google ‣ paradigm: search
  63. 63. x 10
  64. 64. 2. Second Era of Internet
  65. 65. 2. Second Era of Internet ‣ mobile internet ‣ 1 CPU per person ‣ unit of information = status update ‣ humans talking to humans ‣ dominated by Facebook ‣ paradigm: stream
  66. 66. x 10
  67. 67. 3. Third Era of Internet
  68. 68. 3. Third Era of Internet ‣ internet of things ‣ 10 CPU’s per person ‣ unit of information = implicit/invisible ‣ computers talking to computers ‣ dominated by ? ‣ paradigm: chat
  69. 69. The Three Era’s of Internet Era CPU’s Communication Unit of information Dominant player Paradigm ‣ desktop internet ‣ 1 CPU per family ‣ humans 2 computers ‣ webpage ‣ Google ‣ search ‣ mobile & social ‣ 1 CPU per person ‣ humans 2 humans ‣ status update ‣ Facebook ‣ stream ‣ internet of things ‣ 10 CPU’s per person ‣ computers 2 computers ‣ implicit ‣ dominated by ? ‣ chat
  70. 70. ‣ apps that are invisible in the background ‣ information that comes to us ‣ no more URL’s or clicking on links and buttons ‣ conversational UI’s ‣ the return of e-mail and even SMS The invisible internet
  71. 71. www.charlieapp.com
  72. 72. www.digit.co
  73. 73. www.getrhombus.com
  74. 74. www.luka.ai
  75. 75. www.x.ai
  76. 76. Quartz:
  77. 77. WeChat:
  78. 78. Trendrapport.
  79. 79. 7
  80. 80. 7 7 tactical trends rooted in this bigger trend.
  81. 81. 1. The next big platform is chat
  82. 82. ‣ WeChat, Messenger, Snapchat,Whatsapp? ‣ We’re still in the Altavista - MySpace moment of chat… ‣ Do not gamble on the next big platform. ‣ Know the generic expertise needed for a chat platform. 2. But don’t try to predict it…
  83. 83. 3. Don’t try to build it yourself
  84. 84. ‣ You could not build a portal. ‣ You could not build a search engine. ‣ You could not build a social media platform. ‣ You will not be able to build a chat platform. 3. Don’t try to build it yourself
  85. 85. ‣ Winners = those that turned up in Google. ‣ Winners = those that turned up in Facebook. ‣ Winners will be those that successfully hook into the chat platform. 4. Win by hooking into the chat platform.
  86. 86. 5. Learn the skill set for chat.
  87. 87. ‣ Back to push, but not generic or mass push. ‣ Use context to personalize. ‣ Craft 1-on-1 messages. ‣ Only push relevant messages. ‣ Make it self-learning (CRM, segmentation, data-insights). 5. Learn the skill set for chat.
  88. 88. 6. Don’t ignore existing platforms.
  89. 89. ‣ e-mail marketing, but personalized ‣ SMS, but personalized ‣ bluetooth and beacons, but contextualized ‣ your website platform as central hub 7. The come-back of…
  90. 90. Trendrapport.
  91. 91. What you should remember:
  92. 92. First we change technology. Then technology changes us.
  93. 93. ICT revolution will not end here…
  94. 94. Start practising Conversational UI.
  95. 95. Conversation
  96. 96. Questions? Questions?
  97. 97. Questions? Questions? bart@wijs.be @netlash
  98. 98. Wijs bvba Voorhavenlaan 31/3
 9000 GENT 09 335 22 80
 09 330 09 83 http://wijs.be
 info@wijs.be BE 0473.071.275

×