1. DIGITAL DNA
& DIGITAL
AUGMENTATION
how technology and new economic
forces are changing business
image by liber on flickr.com

2. image by rutty on flickr.com
It is fueled by
technology

3. image by rutty on flickr.com
change is fueled by
It is fueled by
technology
and to see the
a
is often difficult

4. Technology Change
Change
Social Change
Business Change
Political Change
Time

6. A R E YO U R E A DY ?

7. A R E YO U R E A DY ?

8. image by joel on flickr.com

9. Pre 1990:
People are not connected
1990:
Connecting People to Information
2000:
Connecting People to People
2010:
Everything is connected
image by joel on flickr.com

10. image by chewie2008 on flickr.com

11. what does this mean?
image by chewie2008 on flickr.com

12. new products
what does this mean?
image by chewie2008 on flickr.com

13. new products
new business models
what does this mean?
image by chewie2008 on flickr.com

14. new products
new business models
new competitive advantages
what does this mean?
image by chewie2008 on flickr.com

15. new products
new business models
new competitive advantages
new brand development
what does this mean?
image by chewie2008 on flickr.com

16. new products
new business models
new competitive advantages
new brand development
new competitors
what does this mean?
image by chewie2008 on flickr.com

17. new products
new business models
new competitive advantages
new brand development
new competitors
new markets
what does this mean?
image by chewie2008 on flickr.com

18. do not focus on the digital
as a technology - focus on
the opportunities and effects
image by chewie2008 on flickr.com

19. image by yushimoto_02 on flickr.com

20. image by yushimoto_02 on flickr.com
DIGITAL
DNA

21. image by yushimoto_02 on flickr.com
digitalization
globalization
democratization
socialization

22. image by julian- on flickr.com

23. image by julian- on flickr.com
DIGITALIZATION

24. Clock Speed Transistor Count
CPU Speed
1970 1975 1980 1985 1990 1995 2000 2005 2010

25. $1

26. $1 $ 0.1

27. $1 $ 0.1 $ 0.0001

28. $1 $ 0.1 $ 0.0001 -$?
Production Cost
0

29. the size of a firm is based on
transaction and
collaboration costs
image by losciale.com

30. the size of a firm is based on
transaction and
collaboration costs
averag
e
size is
down
80%
image by losciale.com

31. we will see a new
generation of digital
effecting our everyday
lives

33. GLOBALIZATION

34. Value
Cost
Dollars
Number of Connected Devices

35. if we only had one country...
what laws would we have?
which language would we speak?
what currency would we use?

36. question:
is geography the best
platform to build a
country on?

38. image by Marc Shandro on flickr.com

39. image by Marc Shandro on flickr.com
DEMOCRATIZATION

40. Old school marketing:
We accepted things because
we didn´t have a choice

41. Old school marketing:
We accepted things because
we didn´t have a choice
- Information asymmetry
- Power over media & tools
- Communication obstacles

42. Pixels
Storage
Bandwidth
1970 1975 1980 1985 1990 1995 2000 2005 2010

43. Users experience technology
democratization which give them
the power over:
TOOL
S
T IME
IO N
MAT
F O R MEDIA
IN

44. TIME

45. TOOLS

46. INFORMATION

47. MEDIA

48. broadcasting:
“the more they spend
the less it works - the less
it works the more they
spend”
Seth Godin - Permission Marketing

49. the new generation of
marketing is all about
understanding and
respecting the power
of the user

50. the new generation of
marketing is all about
understanding and
respecting the power
of the user

51. if you put helping the user
at any time first.
even if you don’t feel that
you will benefit from it.
you will.

52. image by Pieter Musterd on flickr.com

53. SOCIALIZATION
image by Pieter Musterd on flickr.com

54. N
2 -N-1
N(N-1)/2
N
Number of users (N)

57. ?

59. “A brand is a collective
perception in the
minds of consumers”
Faris Yakob
image by adbusters.org

60. image by gin_able on flickr.com

61. image by gin_able on flickr.com
BETTER
PRODUCTS

62. PRODUCT
+ ENHANCEMENT
= BETTER PRODUCT

63. PRODUCT
D IGITALIZ
ATION
GLOB
ALIZA
TION
+ ENHANCEMENT
= BETTER PRODUCT
DEMOC
RATIZA IO N
TION LIZAT
S OCIA

64. PRODUCT
+ DIGITAL AUGMENTATION
= BETTER PRODUCT

65. PRODUCT
ARE NCY
TRA NSP
+ DIGITAL AUGMENTATION
+
EFF ICIENCY
+ ION
NVE RSAT
+CO ILITY
DESIRAB
= BETTER PRODUCT
+

74. ARE NCY
TRA NSP
+
FICIE NCY
EF ION
NVE RSAT
+CO ILITY
DESIRAB
+

77. $20

78. $1
$20

79. $0
.0
$1
$20

80. TOYS

84. CY
EN
SPAR
AN NCY N
TR CIE TIO
I SA
EFF ER ITY
NV BIL
+ CO RA
SI
+ DE

85. BANKS

87. 2
106
Online visits
Visits in branch

88. 2
>98 % OF MY
TOUCHPOINTS WITH
MY BANK ARE
DIGITAL
106
Online visits
Visits in branch

90. NOK 500.000.000

92. ENCY
RAN SPAR
T NCY
EFF ICIE
+ TION
ONV ERSA
C LITY
ESIRABI
D

98. ARE NCY
TRA NSP
+ NCY
+ EFF ICIE ION
NVE RSAT
+CO ILITY
DESIRAB
+

99. CARS

100. Welcome back Martin.
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ZC 42 564 Edit
Due in two months. 1 June 2010
Your dealer has an C-pillar on your model needs additional
open slot this tuesday. rust prevention. Read more.
12 April 2010
Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
Want to tell us anything? Be safe Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you
want to know! should upgrade his seat to the
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108. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars
ZC 42 564 Edit
Due in two months. 1 June 2010
Your dealer has an C-pillar on your model needs additional
open slot this tuesday. rust prevention. Read more.
12 April 2010
Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
Want to tell us anything? Be safe Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you
want to know! should upgrade his seat to the
3-5 year model. Read more.
Your Volvo Online price:
DKK 2.375,-
BUY NOW I have this already
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Owner to owner
4 x 17” ‘R’ alloys. Will fit
YOUR car. DKK 1.500,-
Northern Jutland.
Contact seller.
See more used parts for
YOUR car

109. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars
ZC 42 564 Edit
Due in two months. 1 June 2010
Your dealer has an C-pillar on your model needs additional
open slot this tuesday. rust prevention. Read more.
12 April 2010
Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
Want to tell us anything? Be safe Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We Your son is almost 3 now - you
want to know! should upgrade his seat to the
3-5 year model. Read more.
Your Volvo Online price:
DKK 2.375,-
BUY NOW I have this already
SEND
Owner to owner Facts on your V70
4 x 17” ‘R’ alloys. Will fit Did you know that the headlights of your
YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a
Northern Jutland. typical car in the same class? Read more.
Contact seller. See the difference in the headlight simulator
See more used parts for
YOUR car

110. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
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Servicemonths.
Due in two history 1 June 2010
ZC 42 564has an
Your dealer // Volvo V70 2.4. 2008 model needs additional
C-pillar on your
open slot this tuesday. rust prevention. Read more.
VIN: YV1BW64528175563341
12 April 2010
Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving 15 Dec 2009 // 42,322 km
Fan belt changed by John Jensen.
Want to tell us anything? See safe
Be receipt Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We 15 Dec. 2009 // 42,322 km is almost 3 now - you
Your son
want to know!
Oil service by Anders Østergaard his seat to the
should upgrade
3-5 year model. Read more.
See receipt
Your Volvo Online price:
2. Mar. 2009 // 38,789 km
DKK 2.375,-
Bodywork by Mads Jensen
See receipt. See insurance claim.
BUY NOW I have this already
SEND
3. Jan 2009 // 31.314 km
Regular service, 30.000 km by Anders
Owner to owner Østergaard. See receipt
Facts on your V70
4 x 17” ‘R’ alloys. Will fit 13. Oct 2008 // 26.800 you know that the headlights of your
Did km
YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a
Change of ownership. See details
Northern Jutland. typical car in the same class? Read more.
Contact seller. See the difference in the headlight simulator
See more used parts for
YOUR car

111. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars
ZC 42 564 Edit
Servicemonths.
Due in two history 1 June 2010
Rate your dealership ZC 42 564has an
Your dealer // Volvo V70 2.4. 2008 model needs additional
C-pillar on your
open slot this tuesday. rust prevention. Read more.
Are you completely satisfied with your YV1BW64528175563341
VIN: Volvo
12 April 2010
dealership? Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
15 Dec 2009 // 42,322 km
Fan belt changed by John Jensen.
You have visited two Volvo dealerships within
Want to tellthe anything? See safe
Be receipt
us last 12 months. Please rate your experience. Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We
want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you
15 Dec. 2009 Your son
Service Oil service by Anders Østergaard his seat to the
should upgrade
3-5 year model. Read more.
Quality See receipt
Your Volvo Online price:
Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,-
2. Mar. S
DKK
Service Bodywork by Mads Jensen
Quality See receipt. See insurance claim.
BUY NOW I have this already
SEND
3. Jan 2009 // 31.314 km
Regular service, 30.000 km by Anders
Owner to owner Østergaard. See receipt
Facts on your V70
4 x 17” ‘R’ alloys. Will fit 13. Oct 2008 // 26.800 you know that the headlights of your
Did km
YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a
Change of ownership. See details
Northern Jutland. typical car in the same class? Read more.
Contact seller. RATE See the difference in the headlight simulator
See more used parts for
YOUR car

112. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars
ZC 42 564 Edit
Servicemonths.
Due in two history 1 June 2010
Rate your dealership ZC 42 564has an
Your dealer // Volvo V70 2.4. 2008 model needs additional
C-pillar on your
open slot this tuesday. rust prevention. Read more.
Are you completely satisfied with your YV1BW64528175563341
VIN: Volvo
12 April 2010
dealership? Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
15 Dec 2009 // 42,322 km
Fan belt changed by John Jensen.
You have visited two Volvo dealerships within
Want to tellimages months.Volvo V70 owners’your experience.
My the anything?See other Please rate galleriessafe
us last 12 See receipt
Be Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We
want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you
15 Dec. 2009 Your son
Service Oil service by Anders Østergaard his seat to the
should upgrade
3-5 year model. Read more.
Quality See receipt
Your Volvo Online price:
Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,-
2. Mar. S
DKK
Service Bodywork by Mads Jensen
Quality See receipt. See insurance claim.
BUY NOW I have this already
SEND
3. Jan 2009 // 31.314 km
Regular service, 30.000 km by Anders
Owner to owner Østergaard. See receipt
Facts on your V70
4 x 17” ‘R’ alloys. Will fit 13. Oct 2008 // 26.800 you know that the headlights of your
Did km
YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a
Change of ownership. See details
Northern Jutland. typical car in the same class? Read more.
Contact seller. RATE See the difference in the headlight simulator
See more used parts for
YOUR car

113. MY VOLVO ONLINE You’ve got mail from Volvo Cars! Account Add Volvo
Volvo V70 2.4. 2008. Fuel consumption Next Service Messages from Volvo Cars
ZC 42 564 Edit
Servicemonths.
Due in two history 1 June 2010
Rate your dealership ZC 42 564has an
Your dealer // Volvo V70 2.4. 2008 model needs additional
C-pillar on your
open slot this tuesday. rust prevention. Read more.
Are you completely satisfied with your YV1BW64528175563341
VIN: Volvo
12 April 2010
dealership? Your model is NOT among those needing
BOOK NOW control of the cooler fan. Read more.
Calculate residuals Zoom Eco driving
15 Dec 2009 // 42,322 km
Fan belt changed by John Jensen.
You have visited two Volvo dealerships within
Want to tellimages months.Volvo V70 owners’your experience.
My the anything?See other Please rate galleriessafe
us last 12 See receipt
Be Go to the Volvo Shop >
Happy with your Volvo V70? Not entirely happy? We
want to know! Volvo Greater Copenhagen, Copenhagen Ø // 42,322 km is almost 3 now - you
15 Dec. 2009 Your son
Service Oil service by Anders Østergaard his seat to the
should upgrade
3-5 year model. Read more.
Quality See receipt
Your Volvo Online price:
Jens Hansen & Søn, Volvo, Copenhagen 2009 // 38,789 km 2.375,-
2. Mar. S
DKK
NCY Bodywork by Mads Jensen
PARE
Service
ANS
Quality See receipt. See insurance claim.
BUY NOW I have this already
+TR SEND
NCY
3. Jan 2009 // 31.314 km
+EFF ICIE Regular service, 30.000 km by Anders
TION Østergaard. See receipt
ERSA
Owner to owner Facts on your V70
+C ONV
4 x 17” ‘R’ alloys. Will fit 13. Oct 2008 // 26.800 you know that the headlights of your
Did km
LITY
ABI RATE
YOUR car. DKK 1.500,- V70 is 2.4 times more powerful than on a
Change of ownership. See details
ESIR
Northern Jutland. typical car in the same class? Read more.
+D
Contact seller.
See more used parts for
See the difference in the headlight simulator
YOUR car

114. image by lordog on flickr.com

115. SO...
image by lordog on flickr.com

116. ACCEPT THAT
TECHNOLOGY CHANGES
MOST THINGS. CREATE AN
ENVIRONMENT THAT IS
1.
READY FOR CHANGE

117. UNDERSTAND THE
DIGITAL DNA:
DIGITALIZATION,
GLOBALIZATION,
2.
DEMOCRATIZATION,
SOCIALIZATION

118. IF YOUR PRODUCT LACKS
EFFICIENCY,
TRANSPARENCY,
CONVERSATION OR
3.
DESIRABILITY
- ADD IT DIGITALLY

119. BUILD A DIGITAL
PLATFORM AND CONNECT
YOUR PRODUCTS TO IT.
4.
THEN CONNECT THE
PLATFORM TO THE
SOCIAL WEB.

120. image by johnniecraig.wordpress.com

121. THANK YOU
martin.deinoff@creuna.se
@martindeinoff
+46 733 113 172
image by johnniecraig.wordpress.com