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HELLO

THE PERFECT

STORM
WHERE DESIGN AND TECHNOLOGY CAN THRIVE TODAY
WHO AM I

MASTERMIND
OF

CHANGE
39, 15years in the digital business, started as an
entrepreneur, works across the entire region and teams around the
world, AKQA, Saatchi & Saatchi and now XM Asia (part of WPP)
From 2006, have growth XM by 5 times her revenue size, single
office to 5 and rebuilt XM into one of SEA‟s most equipped and
talented digital networks.

© 2013 XM ASIA PACIFIC
WE ARE 500

CHANGE

AGENTS
Since 1995, talented, progressive, collaborative, flexible.
Working across Singapore, Malaysia, Thailand, Indonesia, Hong
Kong and across the world.
With strong local leadership and in-country expertise.
Vietnam, Australia and Korea are the next few markets.
Primed for the ASEAN ECONOMIC COMMUNITY in 2015.

© 2013 XM ASIA PACIFIC
OUR BELIEVE

MAKE.
CHANGE.
MATTER.
We are committed to creating extraordinary experiences unleashed
around human behaviour, empowered by technology, to give any
brand/business the power to adapt and excel in this ever-changing
world.

© 2013 XM ASIA PACIFIC
OUR DIFFERENCE

We are able to distill your business challenges into a strategy/
solution that is closest to the heart of consumer behaviour where we
best impact business performance and ensure future-proofing.

Rooted against executional excellence, we seamlessly take strategy
to concept to execution and optimisation.

© 2013 XM ASIA PACIFIC
TRANSFORMED

We believe in working with brands/businesses who want to change.
This is when magic happens.
These are our clients.

© 2013 XM ASIA PACIFIC
ADOBE

SOUTH EAST ASIA

BUSINESS
PARTNER OF
THE YEAR 2013

© 2013 XM ASIA PACIFIC
FEATURED

“To bring the future to our customers‟ lives and businesses, in a
manner that is simple, personalised and enriching, by efficiently
and creatively harnessing leading edge technology and delivering
a brand of service experience that is relevant and enchanting”

© 2013 XM ASIA PACIFIC
© 2013 XM ASIA PACIFIC
POV

LEARNING FROM
THE

CLASSICS
© 2013 XM ASIA PACIFIC
TODAY

GREAT

EXPECTATIONS
Dubbed as the „Jesus Phone‟ by the media in 2007, the 1 st
generation iPhone together with iOS forever changed the consumer
and their expectations altogether to challenge brands/businesses to
better provide value and unwavering experiences.
We live not only in a connected world but one that is tactile too.

© 2013 XM ASIA PACIFIC
TODAY

TO KILL
A

MOCKING BIRD
Word of mouth is hypercharged and consumers are sharing
everything.
Brands/Businesses cannot ignore anymore the power of consumers
influence.
We need to challenge ourselves to better use data and create value
through each interaction.

© 2013 XM ASIA PACIFIC
TODAY

GULLIVER‟S

TRAVEL
S
Sum of all it‟s parts.

Acting SMALL is the new black.

With the increasing number of devices and points of interaction,
having a microview of the consumers world is needed.

Not easy as we all know.

© 2013 XM ASIA PACIFIC
TRUST

TRUST is the true long term barometer for any brand.
And if the top FIVE channels are anything to go by.
How much is your brand and business committed to digital initiatives
today?
OWNED media for that matter.
© 2013 XM ASIA PACIFIC
© 2013 XM ASIA PACIFIC
INTEREST

Old school mindset of only shouting out loud what you
want to sell.
The brand with the loudest voice tends to win.
To have consumers believe what you say.
Madness.
© 2013 XM ASIA PACIFIC
COMMITMENT

Mapping and committing to creating a value based environment for
your consumers takes proper funding, internal change management
and constant improving.
It‟s the experience they buy into today.
And the results are tangible as it directly impacts your brand
reputation and bottom line.

© 2013 XM ASIA PACIFIC
WHAT I WANT TO
ACHIEVE TODAY IS TO
CONVINCE YOU THAT
DIGITAL IS MORE THAN
AN INTEREST.

IT IS A
COMMITMENT.
© 2013 XM ASIA PACIFIC
FEATURED

“To bring the future to our customers‟ lives and businesses, in a
manner that is simple, personalised and enriching, by efficiently
and creatively harnessing leading edge technology and delivering
a brand of service experience that is relevant and enchanting”

© 2013 XM ASIA PACIFIC
ISSUES

Declining margins
High customer service cost
Low churn
Little true value created for the consumers
No holistic digital strategy

© 2013 XM ASIA PACIFIC
PROOF OF DIFFERENCE

One simple human truth and behaviour.
SEARCH

© 2013 XM ASIA PACIFIC
FIVE POINT STRATEGY

AN INTELLIGENT, SMARTER INSTANT*
SEARCH
SOCIAL CUSTOMER
EXPERIENCE
CONTEXTUAL MARKETING
A CMS FOR SPEED TO
MARKET
ANALYTICS TO MEASURE, ANALYSE AND
OPTIMISE

© 2013 XM ASIA PACIFIC
WHAT SEARCH
DOES
WHAT SEARCH
DOES

THE MAXIS ECOSYSTEM
PROOF OF DIFFERENCE

LIVING
AND

ORGANIC
A digital experience strategy totally built around consumer behaviour
and needs.
Created with the use of Adobe to ensure that an intelligent, adaptive
and highly responsive digital ecosystem is brought to live.
Empowered marketing to reduce time to market, increase customer
satisfaction and become smarter with the way they market their
services and products.

© 2013 XM ASIA PACIFIC
THE TRANSFORMATION

© 2013 XM ASIA PACIFIC
USABILITY &
EYETRACKING
EVALUATE THE
EFFECTIVENESS OF TWO
VARIATIONS IN SEARCH
PLACEMENT
LAUNCHED WITH 70%
ACCURACY MAPPED AGAINST
CONSUMER BEHAVIOUR AND
HEURISTICS

VERSION 1

• 80% OF PARTICIPANTS TOOK UNDER
12 SECONDS TO NOTICE SEARCH

VERSION 2

• ALL PARTICIPANTS NOTICED
SEARCH WITHIN 12 SECONDS, WITH
AN AVERAGE TIME OF 5.02
SECONDS
HEURISTICS LED

TARGETED CREATIVE
ON SEGMENTS

INTELLIGENT & PREDICTIVE SEARCH

PERSONALISED &
CONTEXTUALLY DRIVEN

POWERED
BY
© 2013 XM ASIA PACIFIC

ADOBE
SUREN NUSATION, COO

“DIGITAL IS THE FRONTIER FACING MAXIS.
THE COMPANY IS NOT IMMERSED INTO IT
AS MUCH AS IT WANTS BUT IN THE ERA OF
CONVERGENCE AND DIGITAL, THEY NEED
TO BE ENTRENCHED BECAUSE THERE IS
WHERE VALUE CREATION WILL BE.”

© 2013 XM ASIA PACIFIC
© 2013 XM ASIA PACIFIC
CRITICAL SUCCESS FACTORS

C-LEVEL COMMITMENT TO CHANGE
C-LEVEL COMMITMENT TO CONSUMERS
C-LEVEL COMMITMENT TO DESIGN THINKING
C-LEVEL COMMITMENT TO TECHNOLOGY EMPOWERMENT
C-LEVEL COMMITMENT TO ACCOUNTABILITY

© 2013 XM ASIA PACIFIC
© 2013 XM ASIA PACIFIC
THANK YOU

start small
think BIG
move fast
FIND ME
TWITTER @PAULSOON
LINKEDIN PAULSOON1974
EMAIL PAUL.SOON@XM-ASIA.COM

© 2013 XM ASIA PACIFIC

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XM Asia Adobe Conference Bangkok 161013

  • 1. HELLO THE PERFECT STORM WHERE DESIGN AND TECHNOLOGY CAN THRIVE TODAY
  • 2. WHO AM I MASTERMIND OF CHANGE 39, 15years in the digital business, started as an entrepreneur, works across the entire region and teams around the world, AKQA, Saatchi & Saatchi and now XM Asia (part of WPP) From 2006, have growth XM by 5 times her revenue size, single office to 5 and rebuilt XM into one of SEA‟s most equipped and talented digital networks. © 2013 XM ASIA PACIFIC
  • 3. WE ARE 500 CHANGE AGENTS Since 1995, talented, progressive, collaborative, flexible. Working across Singapore, Malaysia, Thailand, Indonesia, Hong Kong and across the world. With strong local leadership and in-country expertise. Vietnam, Australia and Korea are the next few markets. Primed for the ASEAN ECONOMIC COMMUNITY in 2015. © 2013 XM ASIA PACIFIC
  • 4. OUR BELIEVE MAKE. CHANGE. MATTER. We are committed to creating extraordinary experiences unleashed around human behaviour, empowered by technology, to give any brand/business the power to adapt and excel in this ever-changing world. © 2013 XM ASIA PACIFIC
  • 5. OUR DIFFERENCE We are able to distill your business challenges into a strategy/ solution that is closest to the heart of consumer behaviour where we best impact business performance and ensure future-proofing. Rooted against executional excellence, we seamlessly take strategy to concept to execution and optimisation. © 2013 XM ASIA PACIFIC
  • 6. TRANSFORMED We believe in working with brands/businesses who want to change. This is when magic happens. These are our clients. © 2013 XM ASIA PACIFIC
  • 7. ADOBE SOUTH EAST ASIA BUSINESS PARTNER OF THE YEAR 2013 © 2013 XM ASIA PACIFIC
  • 8. FEATURED “To bring the future to our customers‟ lives and businesses, in a manner that is simple, personalised and enriching, by efficiently and creatively harnessing leading edge technology and delivering a brand of service experience that is relevant and enchanting” © 2013 XM ASIA PACIFIC
  • 9. © 2013 XM ASIA PACIFIC
  • 11. TODAY GREAT EXPECTATIONS Dubbed as the „Jesus Phone‟ by the media in 2007, the 1 st generation iPhone together with iOS forever changed the consumer and their expectations altogether to challenge brands/businesses to better provide value and unwavering experiences. We live not only in a connected world but one that is tactile too. © 2013 XM ASIA PACIFIC
  • 12. TODAY TO KILL A MOCKING BIRD Word of mouth is hypercharged and consumers are sharing everything. Brands/Businesses cannot ignore anymore the power of consumers influence. We need to challenge ourselves to better use data and create value through each interaction. © 2013 XM ASIA PACIFIC
  • 13. TODAY GULLIVER‟S TRAVEL S Sum of all it‟s parts. Acting SMALL is the new black. With the increasing number of devices and points of interaction, having a microview of the consumers world is needed. Not easy as we all know. © 2013 XM ASIA PACIFIC
  • 14. TRUST TRUST is the true long term barometer for any brand. And if the top FIVE channels are anything to go by. How much is your brand and business committed to digital initiatives today? OWNED media for that matter. © 2013 XM ASIA PACIFIC
  • 15. © 2013 XM ASIA PACIFIC
  • 16. INTEREST Old school mindset of only shouting out loud what you want to sell. The brand with the loudest voice tends to win. To have consumers believe what you say. Madness. © 2013 XM ASIA PACIFIC
  • 17. COMMITMENT Mapping and committing to creating a value based environment for your consumers takes proper funding, internal change management and constant improving. It‟s the experience they buy into today. And the results are tangible as it directly impacts your brand reputation and bottom line. © 2013 XM ASIA PACIFIC
  • 18. WHAT I WANT TO ACHIEVE TODAY IS TO CONVINCE YOU THAT DIGITAL IS MORE THAN AN INTEREST. IT IS A COMMITMENT. © 2013 XM ASIA PACIFIC
  • 19.
  • 20.
  • 21.
  • 22. FEATURED “To bring the future to our customers‟ lives and businesses, in a manner that is simple, personalised and enriching, by efficiently and creatively harnessing leading edge technology and delivering a brand of service experience that is relevant and enchanting” © 2013 XM ASIA PACIFIC
  • 23. ISSUES Declining margins High customer service cost Low churn Little true value created for the consumers No holistic digital strategy © 2013 XM ASIA PACIFIC
  • 24. PROOF OF DIFFERENCE One simple human truth and behaviour. SEARCH © 2013 XM ASIA PACIFIC
  • 25. FIVE POINT STRATEGY AN INTELLIGENT, SMARTER INSTANT* SEARCH SOCIAL CUSTOMER EXPERIENCE CONTEXTUAL MARKETING A CMS FOR SPEED TO MARKET ANALYTICS TO MEASURE, ANALYSE AND OPTIMISE © 2013 XM ASIA PACIFIC
  • 28. PROOF OF DIFFERENCE LIVING AND ORGANIC A digital experience strategy totally built around consumer behaviour and needs. Created with the use of Adobe to ensure that an intelligent, adaptive and highly responsive digital ecosystem is brought to live. Empowered marketing to reduce time to market, increase customer satisfaction and become smarter with the way they market their services and products. © 2013 XM ASIA PACIFIC
  • 29. THE TRANSFORMATION © 2013 XM ASIA PACIFIC
  • 30.
  • 31. USABILITY & EYETRACKING EVALUATE THE EFFECTIVENESS OF TWO VARIATIONS IN SEARCH PLACEMENT LAUNCHED WITH 70% ACCURACY MAPPED AGAINST CONSUMER BEHAVIOUR AND HEURISTICS VERSION 1 • 80% OF PARTICIPANTS TOOK UNDER 12 SECONDS TO NOTICE SEARCH VERSION 2 • ALL PARTICIPANTS NOTICED SEARCH WITHIN 12 SECONDS, WITH AN AVERAGE TIME OF 5.02 SECONDS
  • 32. HEURISTICS LED TARGETED CREATIVE ON SEGMENTS INTELLIGENT & PREDICTIVE SEARCH PERSONALISED & CONTEXTUALLY DRIVEN POWERED BY © 2013 XM ASIA PACIFIC ADOBE
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. SUREN NUSATION, COO “DIGITAL IS THE FRONTIER FACING MAXIS. THE COMPANY IS NOT IMMERSED INTO IT AS MUCH AS IT WANTS BUT IN THE ERA OF CONVERGENCE AND DIGITAL, THEY NEED TO BE ENTRENCHED BECAUSE THERE IS WHERE VALUE CREATION WILL BE.” © 2013 XM ASIA PACIFIC
  • 38. © 2013 XM ASIA PACIFIC
  • 39. CRITICAL SUCCESS FACTORS C-LEVEL COMMITMENT TO CHANGE C-LEVEL COMMITMENT TO CONSUMERS C-LEVEL COMMITMENT TO DESIGN THINKING C-LEVEL COMMITMENT TO TECHNOLOGY EMPOWERMENT C-LEVEL COMMITMENT TO ACCOUNTABILITY © 2013 XM ASIA PACIFIC
  • 40. © 2013 XM ASIA PACIFIC
  • 41. THANK YOU start small think BIG move fast FIND ME TWITTER @PAULSOON LINKEDIN PAULSOON1974 EMAIL PAUL.SOON@XM-ASIA.COM © 2013 XM ASIA PACIFIC