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.
KTH ROYAL INSTITUTE OF TECHNOLOGYStockholm, Sweden , 13 JUNEThe Future Communicationsand Business LandscapeJohan Ronnestam
Google Keyword: Johan Ronnestam
The future?
The future is theindefinite timeperiod after thepresent.Definition: Wikipedia
1971
1972
1993
1998
New technologyImpactTimeSource: Paul Saffo
New technologyImpactTimeExpectationsTechnologyevolvedSource: Paul Saffo
New technologyImpactTime200020102020ExpectationsTechnologyevolvedSource: Paul Saffo
2000Source: Paul Saffo2010
2000Source: Paul Saffo2010
2020?
+ 1 billion!
+4.8 million
49% 51%
75%
16 millions
+140 millions
Digital Paper
Q1 Q2 Q3 Q4Digital Paper
Starbucks invests $25M in Square, will use the startup’s tech in 7,000 of its storesThanks, WSJ / 08.08.2012Mobile-payment...
Exiting times!
The futurelandscape1
is king!Content
is king!
is king!Quality
Your brand
The product ContentYour brand
The product ContentTrafficValue$ConversionMeasureGoalYour brand
The product Content$ TrafficMeasureGoalConversion ValueYour brand
The product Content$ TrafficMeasureGoalConversion ValueABL/BTLadvertisingSEMSearch marketingSEOSearchoptimisationSocialmed...
Product &servicesContentABL/BTLadvertising
Your brandbelongs to me2
Compareverifyreferenceschoice
Compareverifyreferenceschoice
12 3$
En surfresa
Köpguider »Kundtjänst »Team Boardlife »Om oss »Butiken »Köpinformation »Sitemap »Boardlife.se på facebook0varorLogga in ti...
BRÄDA MODELL VÅTDRÄKTBOARDLIFES SURFBOARDGUIDEVILKEN MODELL?Sida 1 2 3 4Vilken surfbräda skall du då välja? Longboards, ma...
No store...No advertising...
We’ll rate everything...
review...
share...
create...
experience...
love...
hate...
Everything!
AdvertisingindustryRealityvs
AdvertisingindustryRealityvs
Campaigns
Rosser ReevesUSP
Social products!
Applefu#%edit up3
ResponsiveSEO/SEMUsabilityFunctionalityAll screensDesignTonalityPhotographyPackagingIdeaConsumers want it all!
Democratization oftechnology, contentand distribution4
Open Source HardwareOpen Source OSOpen applicationsplatform+50 billion apps
$17.500
$ 1749
New technologyNew economy5
“Our new economy isshrinking because technologyleads to efficiency over growth”Jeff Jarvis
PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
MARKET PROFIT
Price Unique
Price Unique
1,2 million2011
1 million2014
Price Unique
Price Unique
Price Uniquex
?
Technologychangeseverything
DesignInnovationAuthenticity
Status QConstantchange
StatusQConstant change
You need to do moreeverywhere!The digital era:
Formula!
In Sweden 2012:Half of the three year oldsuse the internet and 40% ofthe two year olds..se
...
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape
Upcoming SlideShare
Loading in …5
×

Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape

1,554 views

Published on

Brands world wide are looking far and near to crack the digital advertising model. But is there really an advertising model to crack? While brands still focus on buying eyeballs and cracking crazy ideas awarded by the traditional advertising industry in cannes the consumers are heading their own way.

Internet is tearing down the walls between governments, brands and people. Beyond those walls a new communication landscape emerges where the consumers rule and have got the power carry brands to the top or bury them alive. This new world is defined by technology and belongs to the people. In this world you’ve gotta listen, learn and move your brand activities from short lived campaigns to an ongoing ever-changing brand conversation.

We’ll cover how digitalization changes integrated communication, democratization of technology, social media, viral marketing, transparency, globalization, search, usability, mobility and talk about how the internet will change the way you develop your products, brand and organization.

Published in: Business

Beyond The Advertising 
Into The Unknown - The Future Business and Communications Landscape

  1. 1. KTH ROYAL INSTITUTE OF TECHNOLOGYStockholm, Sweden , 13 JUNEThe Future Communicationsand Business LandscapeJohan Ronnestam
  2. 2. Google Keyword: Johan Ronnestam
  3. 3. The future?
  4. 4. The future is theindefinite timeperiod after thepresent.Definition: Wikipedia
  5. 5. 1971
  6. 6. 1972
  7. 7. 1993
  8. 8. 1998
  9. 9. New technologyImpactTimeSource: Paul Saffo
  10. 10. New technologyImpactTimeExpectationsTechnologyevolvedSource: Paul Saffo
  11. 11. New technologyImpactTime200020102020ExpectationsTechnologyevolvedSource: Paul Saffo
  12. 12. 2000Source: Paul Saffo2010
  13. 13. 2000Source: Paul Saffo2010
  14. 14. 2020?
  15. 15. + 1 billion!
  16. 16. +4.8 million
  17. 17. 49% 51%
  18. 18. 75%
  19. 19. 16 millions
  20. 20. +140 millions
  21. 21. Digital Paper
  22. 22. Q1 Q2 Q3 Q4Digital Paper
  23. 23. Starbucks invests $25M in Square, will use the startup’s tech in 7,000 of its storesThanks, WSJ / 08.08.2012Mobile-payment startup Square announced Tuesday that it has partnered with Starbucks. Under the terms of the partnership,Starbucks will invest $25 million in Square, and its chief executive, Howard Schultz, will join Square’s seven-person board ofdirectors. What’s more, Starbucks will now use Square’s technology to process certain payments in 7,000 of its stores in theU.S.
  24. 24. Exiting times!
  25. 25. The futurelandscape1
  26. 26. is king!Content
  27. 27. is king!
  28. 28. is king!Quality
  29. 29. Your brand
  30. 30. The product ContentYour brand
  31. 31. The product ContentTrafficValue$ConversionMeasureGoalYour brand
  32. 32. The product Content$ TrafficMeasureGoalConversion ValueYour brand
  33. 33. The product Content$ TrafficMeasureGoalConversion ValueABL/BTLadvertisingSEMSearch marketingSEOSearchoptimisationSocialmediaCRMYour brand
  34. 34. Product &servicesContentABL/BTLadvertising
  35. 35. Your brandbelongs to me2
  36. 36. Compareverifyreferenceschoice
  37. 37. Compareverifyreferenceschoice
  38. 38. 12 3$
  39. 39. En surfresa
  40. 40. Köpguider »Kundtjänst »Team Boardlife »Om oss »Butiken »Köpinformation »Sitemap »Boardlife.se på facebook0varorLogga in tillmina sidor »KLÄDER SKOR ACCESSOARER LONGBOARD SKATEBOARD SNOWBOARD VATTEN OUTLET VAD SÖKER DU?VÄLJ ETT VARUMÄRKEBRÄDA MODELL VÅTDRÄKTBOARDLIFESSURFBOARDGUIDESida 1 2 3 4Boardlife.se ger dig här en gratis guide till en komplettsurfutrustningVälkomen till Boardlife.se boardshop och en övergripande guide tillen komplett vågsurfingsutrustning. Här borde du hitta all deninformation du behöver för att själv kunna bestämma vilkensurfutsrustning som passar just dig. Saknar du någon infokontakta då stefan(at)boardlife.seDet finns ett stort utbud på olika surfbrädor och tillbehör som dukan spendera din pengar på, men målet med surfing är inte attspendera pengar utan att spendera tid i vattnet.VAX SKYDDSurfbrädans storlekSurfbrädor är indelade I två typer, polyester andepoxi. Pollybrädan har mjuk flex vilket gör att brädan ger brarespons. Pollybrädan är dock mer känslig för tryck och “dingar”(tryckskador uppkommer lättare). Epoxibrädan har hårdareflex eftersom den är gjord av ett mer varaktigt material. Dessabrädor är lättare, tåligare men ger inte samma känsla sompolybrädan.LängdSom nybörjare är längden på surfbrädan en avgörande faktorför hur din surfkarriär kommer bli. Generellt kan man säga att julängre desto bättre. En bräda som är 1-3ft längre än dig är enbra måttstock, men andra faktorer spelar också in. En långsurfbräda ger dig mer stabilitet och kommer få dig surfandesnabbare. Surfbrädor anges oftast i foot = 30,48cm och inchGilla 17kMakai Drop Carve 41 ...1,999krHat Parade Scott-Jat...349.30kr(Ord. pris: 499 kr)AG Greed JK Off Blac...2,399kr
  41. 41. BRÄDA MODELL VÅTDRÄKTBOARDLIFES SURFBOARDGUIDEVILKEN MODELL?Sida 1 2 3 4Vilken surfbräda skall du då välja? Longboards, mals och mini-malsär idealiska nybörjarbrädor då de har den storlek och volym somkrävs. Se nedan vilka modeller som finns och dess egenskaper. Ienkla termer kan man saga att det finns fyra typer av surfbrädor:Longboards (Malibu)Lämpar sig för nybörjare och för de med lite kraftigare hydda, menäven för dagar med mindre vågor.Stor och lång surfbräda som tar mycket platsRound pin nose och squash/square tailBred längs hela brädan -23 inches bredd för att få erhållagod stabilitetRunt 2.5 inches tjock (ger god flytförmåga och är lätt attpaddla)Longboards (Malibu) 9’0”-12’0” och Mini Longboards (MiniMalibu) 8’0”-9’0”FishLämpar sig bra för medelsurfaren. Storlek från 48” – 6’10”. (Påfishen behöver du inte tänka på regeln om din längd då shapen påbrädan är annorlunda. Man kan säga att 2 – 4 inches kortare ännormalt funkar bra). Bräda som lämpar sig för Sverigesurf.VAX SKYDDFunboardsLämpar sig bra för nybörjare och medelsurfaren. Storlek från67” – 7’6”. Bredare än 20 inches. Inkluderar egg, hybrids mflKan ha flera olika nos och stjärtformer (ex. spetsignos/squash stjärt eller rund nos/pin stjärt etc.)Bredden och längden gör denna typ av bräda det enklareatt paddla och en bra variation på vågenPerfekt som övergångsbräda från longboarden till enkortare bräda (Är i princip en mini Longboard)ShortboardsBrädan för den medelbra till avancerade surfaren. Storlek från5’ 8” – 6’ 10”Spetsig nos (för god manövrering och carvingsvängar)Square/Squash/ eller Swallow stjärtUndvik denna bräda om du inte surfat mycket och ärduktig. Rekommenderas INTE för nybörjareÖvrigtGunbrädor är till för STORA vågor, gör inte misstaget att köpaen Gun om du inte skall och kan surfa stora vågor.SoftboardSoftboards eller "Foamies" är som namnet sägersurfbrädor som har ett mjukt skall vilket gör dem merförlåtande för nybörjare. Dessa surfbrädor har högbärkraft, är stora och stabila i vattnet.Pop-outsBra nybörjarbrädor med bra flytkraft. De är gjorda av enskumkärna med en tjock fiberglass beläggning och kanMakai Drop Carve 41 ...1,999krHat Parade Scott-Jat...349.30kr(Ord. pris: 499 kr)AG Greed JK Off Blac...2,399kr
  42. 42. No store...No advertising...
  43. 43. We’ll rate everything...
  44. 44. review...
  45. 45. share...
  46. 46. create...
  47. 47. experience...
  48. 48. love...
  49. 49. hate...
  50. 50. Everything!
  51. 51. AdvertisingindustryRealityvs
  52. 52. AdvertisingindustryRealityvs
  53. 53. Campaigns
  54. 54. Rosser ReevesUSP
  55. 55. Social products!
  56. 56. Applefu#%edit up3
  57. 57. ResponsiveSEO/SEMUsabilityFunctionalityAll screensDesignTonalityPhotographyPackagingIdeaConsumers want it all!
  58. 58. Democratization oftechnology, contentand distribution4
  59. 59. Open Source HardwareOpen Source OSOpen applicationsplatform+50 billion apps
  60. 60. $17.500
  61. 61. $ 1749
  62. 62. New technologyNew economy5
  63. 63. “Our new economy isshrinking because technologyleads to efficiency over growth”Jeff Jarvis
  64. 64. PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
  65. 65. PRICE/PRODUCT COMPETITIONCOST TECHNOLOGY
  66. 66. MARKET PROFIT
  67. 67. Price Unique
  68. 68. Price Unique
  69. 69. 1,2 million2011
  70. 70. 1 million2014
  71. 71. Price Unique
  72. 72. Price Unique
  73. 73. Price Uniquex
  74. 74. ?
  75. 75. Technologychangeseverything
  76. 76. DesignInnovationAuthenticity
  77. 77. Status QConstantchange
  78. 78. StatusQConstant change
  79. 79. You need to do moreeverywhere!The digital era:
  80. 80. Formula!
  81. 81. In Sweden 2012:Half of the three year oldsuse the internet and 40% ofthe two year olds..se
  82. 82. ...

×