Digital marketing comes through series of events and at the end it is pivotal for every business platform

1. EXPERIMENTATIO
N AT THE EDGE
SUBMITTED BY –
ISHA JAIN
1727943
CUIM

2. Entrepreneurs experiment to launch and
evolve their business
■ Ubercab (now Uber) was launched as a mobile app in 2010 in
San Francisco which changed the transportation industry
globally.
■ Became success when digitization unleashed the unfulfilled
market needs driven by multiple technologies put together.

3. Learning from Netflix
■ Started off with the DVD-by mail service which is a small part
of its business today.
■ Different approach- Learn an individual’s film preference and
use this data to bring suggest similar content.
■ Undisputed leader in video streaming for the above reason.
■ Superior customer value and different business models that
place digital characteristics such as algorithms and analytics as
well as cloud and streaming as major anchors.

4. Learning from Nike
■ Failed initially with ‘Monitors’,branded sports watch, heart
rate monitors and so on..
■ However believed that digital features could compliment their
physical products experimenting with designs.
■ Released a smart shoe embedded with sensors in 2004!
■ Collected data and analysis to provide a feedback to the

5. ■ runners so that they could improve on their behavior.
■ Collaborated with Apple to create Nike+; combined music with
data.
■ Explored the frontier of joined experimentation at the edge
during a period of nascent digitization.
■ Emphasizes the need to recognize the signals at the periphery
that could prove interesting and potentially important in the
future.

6. Learning from Ford
■ Experimented to examine the future of transportation.
■ Helped in the following ways :
– Articulate its vision for the future as a digital business
– Help develop and identify its distinctive capabilities
internally and externally with partners
– Clarify which resources must be mobilized to move the
organization forward

7. Learning from GE
■ Experiments at the intersection of physics and data
■ Industrial Internet Initiate has been its most important
experiment
■ Joined innovative technology with industrial depth.
■ Developing an industrial IoT by which products connected to
smart machines collect data and use powerful software to
analyze, optimize and customize the product’s usage for
individual customer.

8. Learning from Healthcare
■ Alphabet has a dedicated unit-Verily Life Sciences- to
understand health and prevent diseases.
■ Collaborated with Johnson & Johnson to create Verb Surgical-
high tech company to redefine surgery by robots and through
the usage of machine learning, advanced visualization and data
analytics.
■ An effort to achieve horizontal integration across the industry
to provide better healthcare services

9. Learning from Conversational commerce
■ Talking to companies over Facebook, WhatsApp, Telegram,
Slack and so on.
■ Allows direct customer feedback
■ Customer service chatbots.
■ Home automation systems