1. Mobile devices have become central to daily life, with users checking their smartphones over 150 times per day on average. Mobile use has grown significantly and does not cannibalize TV, as many use tablets as a second screen. 2. Ecommerce has grown rapidly, with new players dominating and consumers shopping from all devices everywhere. Amazon has become dominant across key activities like fulfillment. 3. Online marketing has become a key capability as companies must track customers across touchpoints. Social media has added complexity to understanding the customer journey.

2. Via Della Conciliazione (AP)

3. Via Della Conciliazione (AP)

4. WHAT HAS CHANGED SO FAR:
1. MOBILE RULES

5. MOBILE REPLACING THE PC
Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012

6. 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

7. 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 …

8. Winning the Empowered Consumer (GMN)
Page 7
WITH TABLETS AS SECOND SCREEN…
GoogleMovile 2011: Jenny Gove and John Webb, User Experience Research, Mobile Ads

9. WHAT HAS CHANGED SO FAR:
2. FAST GROWTH IN ECOMMERCE
(WITH MANY NEW PLAYERS)

10. Source: eMarketer 2012
CAGR 2012-17 US ECOMMERCE

11. 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)

12. WITH NEW DOMINANT PLAYERS …
Source: Exciting Commerce

14. WHAT HAS CHANGED SO FAR:
3. ONLINE MARKETING HAS
BECOME A KEY CAPABILITY

15. NEW NORMAL:
TRACKING THE ONLINE
CUSTOMER JOURNEY

16. WHAT IS THE VALUE OF …

17. WITH SOCIAL ADDING
EVEN MORE COMPLEXITY …

18. WHAT‘S NEXT:
1. FROM STANDALONE ASSETS TO
DEEPLY INTEGRATED IP SOLUTIONS

19. CARS BECOMING IP-BASED SERVICES

21. “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)

22. WAZE – ACQUIRED BY GOOGLE

23. 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

24. 2001, HE SAID …
SUCCESS IS

25. WHAT‘S NEXT:
2. FROM VERTICAL TO HORIZONTAL
COMMERCE

26. STARTED AS VERTICAL,NOW LEADING
MANY CATEGORIES …
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011

27. DOMINATING KEY VALUE ACTIVITIES
Source: Stephane Distinguin, Amazon.com: the Hidden Empire, faberNovel, May 2011

29. DOMINATING THE LAST MILE

30. DOMINATING THE LAST MILE

32. WHAT‘S NEXT:
3. PROLIFERATING TOUCH POINTS
= NEW DEVICES = MORE DATA

33. QR SHOPPING
WILL HAPPEN:
SALES UP 130% IN 3 MOS.
USERS UP 76%

34. CONVENIENCE SHOPPING
WHERE IT MAKES SENSE
50 BUS STOPS in TORONTO

35. DOES MAKE SENSE FOR REPLENISHMENT
OR WITH FREE DELIVERY

36. SKYMAP BY
“POINT – KNOW” IS NOT NEW
MORE “POINT AND BUY” TO COME

37. NEW LEVEL FOR “POINT AND BUY”

38. BUYING AT A FINGERTIP …

39. GATEKEEPERS WILL
DOMINATE
“POINT-KNOW-BUY”
SHOPPING
= THE NEXT LAYER AFTER SOCIAL

40. “I see [wearable technology] as another
very key branch of the tree.” Tim Cook | CEO Apple
… ACROSS MANY DEVICES TO COME

41. Source: Forrester Research 2013
12%
28%
would want to
purchase wearable
technology, like
glasses
are interested in
wrist-based
wearable devices

42. THERE IS ONLY REASON FOR HAVING A
WEBSHOP AS A CONSUMER BRAND

43. 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 …

44. WHAT‘S NEXT:
4. CONSUMERS WANT TO
PARTICIPATE EVEN MORE

45. 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

46. THE FUTURE OF THE WEB IS VISUAL,
AND MUCH MORE PERSONAL.
POST-SOCIAL = THE ME WEB

47. DRIVING
CURATED
SHOPPING
…

48. Page 47
•
•
•
•

49. 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

50. … AND AT SOME POINT

51. … PRINTING USEFUL THINGS

52. … EVEN IN YOUR CATEGORY
Source: Thingiverse 2013

53. WHAT‘S NEXT:
5. NEED FOR NEW CAPABILITIES

54. FROM HARDWARE (= SHOES ETC.) …

55. … TO SOFTWARE DOMINANCE

57. 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

58. Source: Harvard Business Review, May 2013

59. CREATING MAJOR IMPACT ON
RESULTS
Source: Bloom Partners Digital
Readiness Study 2013

60. 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

61. NOW, OVER TO YOU …

62. mpfeiffer@bloom-partners.com
http://www.slideshare.net/mpfeiffer/
@markuspfeiffer1
www.bloom-partners.com