1. digital innovation and design:
lessons learned from iPhone
August 2, 2010
@ Academyhills, Tokyo, Japan

2. Youngjin Yoo
youngjin.yoo@temple.edu
http://youngjinyoo.com
Twitter: yxy23yoo

3. 1.0

4. what is the most
famous innovation over
the last few years?

6. since 2007...
40,000,000 iPhones
2,000,000,000 apps

7. 99.4% apps
for iPhones

8. game changer

9. zero

10. 30%

11. 375% annual growth
from 2008 to 2009

12. $15.7 billion in
quarterly revenue

13. $1.83 billion
quarterly net profit

14. 61% increase in sales

15. world largest “mobile
device” manufacturer

16. There are many better
phones. But none of
them copied its
success.
Why?

19. 200,000

21. what is the secrete of
its success?

22. it is NOT a phone

23. multiple meanings

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39. 2.0

40. microprocessor
1992 2008
$222 $.27

41. 1 gigabyte memory
1992 2008
$569 $.13

42. 1 giga byte transmission
1999 2008
$1,197 $130

43. digitization
of tools and
works

44. digitization of products

45. digitization of contents

46. digitization of time &
space

47. digitization of
relationship

48. digitization of triviality

49. radical digitalization

50. in all dimensions of
human experiences

51. place
things experiences people
time

52. tight
coalescence
between
digital and
physical
materiality

53. familiar images of
computing

59. new images of
computing experiences

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69. “what used to fit in a
building now fits in your
pocket”
-- Ray Kurzwell

70. Are you deliberately
taking advantage of
this change?

71. If you don’t,
somebody else will.

72. The question is
HOW?

73. 3.0

74. deep changes in the
economy

75. CFO
of the year

76. CFO
magazine

77. 1998 - Scott Sullivan
WorldCom

78. 1999 - Andrew Fastow
Enron

79. 2000 - Mark Swartz
Tyco

80. sponsor
Arthur Andersen

81. ethical issue?

82. shifts
in the economy

83. from industrial economy

84. to knowledge economy

85. making the
same stuff
better and
cheaper is
not enough

86. access to
capital market
is not as
important

88. knowledge economy

89. things actions

90. possession experience

91. single meaning
multiple meanings

92. OR AND

93. foreground background

94. noun verb

95. 2+2=4

96. 2x2=4

97. when rule changes

98. everything changes

99. even if they look familiar

100. What are you selling?
Starbucks
vs.
Dunkin’ Donuts

101. All bags are not
created equal!

102. Mon Blanc
vs.
Bic
There is Mont
Blanc

103. and the rest...

104. 4.0

105. key strategic points

106. 1.
meaning making

107. Blue Ocean

109. Red Mango

110. Nike’s competitor?

111. Nintendo

112. competition of
ideas

113. the future of car?

114. ultimate
driving machine

115. moving
computing
platform

116. urban transporter

117. ?
how

118. ask right questions

119. looking for Tide
Killer?

120. Q: why do you use Tide?
A: to have clean clothes

121. Q: what do you mean
by clean clothes?

123. no dirt

124. no dirt
fresh smell

125. no dirt
fresh smell
soft fabric

126. no dirt
clean
color
fresh smell
soft fabric

127. no dirt
clean
color
fresh smell
ready for
important
meeting
soft fabric

128. 2.
from things to actions

129. from noun company
to verb company

130. own your
verb

131. are you a noun
company or a verb
company?

132. ?
how

133. design for actions

134. How do you see?

135. observe
with
hypotheses

136. signs?
culture?
why?
patterns
where & when
people
tools?
meaning?
actions

137. 3.
embrace AND

138. reduction of
variance

139. creation of
variance

140. ?
how

141. study the contexts

142. follow people

143. stationary
observation

144. personal archeology
what is in your bag?

145. follow things
follow people or things
... through the eyes of chopsticks

146. extreme users

147. who’s your customer?

148. 4.
enable others

158. generative platform

159. harnessing
the creative power of
others

160. ?
how

161. perfect
incompleteness

162. 5.
identity

163. the history of the phone

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174. what are you designing
now?

175. NTT DoCoMo

176. phone 67%
e-mail 100%
web 67%

177. life style infrastructure

178. never ending journey

179. THANKS!