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Next Level Digital - Growing consumer brands in a digital-first future
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 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
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 …
Winning the Empowered Consumer (GMN)
Page 7
WITH TABLETS AS SECOND SCREEN…
GoogleMovile 2011: Jenny Gove and John Webb, User Experience Research, Mobile Ads
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%
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)
WITH NEW DOMINANT PLAYERS …
Source: Exciting Commerce
Next Level Digital - Growing consumer brands in a digital-first future
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
Next Level Digital - Growing consumer brands in a digital-first future
“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)
WAZE – ACQUIRED BY GOOGLE
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
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, May 2011
DOMINATING KEY VALUE ACTIVITIES
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011
Next Level Digital - Growing consumer brands in a digital-first future
DOMINATING THE LAST MILE
DOMINATING THE LAST MILE
Next Level Digital - Growing consumer brands in a digital-first future
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-based
wearable devices
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
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 …
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 MESSAGES
41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW
MORE THAN THE BRAND’S MESSAGES
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, 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
… 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
Next Level Digital - Growing consumer brands in a digital-first future
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
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
GATEKEEPERS
3. PROLIFERATING TOUCH POINTS = DEVICES = DATA
4. NEW CONSUMER PARTICIPATION
5. LEAN STARTUP MIMIKRY
NOW, OVER TO YOU …
mpfeiffer@bloom-partners.com
http://www.slideshare.net/mpfeiffer/
@markuspfeiffer1
www.bloom-partners.com

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