Magic On Tap is a Digital Agency that helps people understand and utilize the technologies available to them in the digital space ... specifically within digital marketing and digital web build

1. DO OR DIE IN THE FACE OF DISRUPTION
MAGIC ON TAP
MAGIC ON TAP

2. THE ONLY GUARANTEE IS
DISRUPTION WILL HIT YOUR
INDUSTRY …
THE ONLY QUESTIONS ARE WHEN WILL IT
HAPPEN & HOW PREPARED WILL YOU BE

3. THE 2 FLAVOURS OF DISRUPTION
3MAGIC ON TAP / DO OR DIE IN THE FACE OF DISRUPTION

4. INCREMENTAL CHANGE - MARKET EVOLUTION
CAPLINE HEADER ELEMENT
• Categorised by an individual or company finding a better way to do something
• Doesn’t change the core product or service
• Examples would include:
• Changing from per product pricing to a subscription model
• Unlocking a new market
• Adding an additional revenue stream
• Typically incremental change buys a few months of clear air as the competition models your
improvements

5. BLACK SWAN - MARKET REVOLUTION
CAPLINE HEADER ELEMENT
• The emergence of a new paradigm that totally changes the rules
• Can massively change the core product or service
• Examples would include:
• Delivery of the product via a different mechanism (e.g. Netflix)
• A more convenient / cheaper way of solving a problem (e.g. the car vs. Trains)
• An exponential efficiency (e.g. AI / ML)
• Black Swan events can kill the competition in a matter of months

6. THE PROCESS OF DISRUPTION
CAPLINE HEADER ELEMENT
• Step 1: A market becomes mature
• Step 2: Inefficiency in the existing model is removed from incremental disruption and competitor modelling
• Step 3: Removal of inefficiencies lower barriers of entry
• Step 4: New competitors enter the space without legacy restrictions and with a “what if” mindset
• Step 5: One (or more) of the newcomers finds a black swan
• Step 6: Slower moving, fixed mindset existing companies cannot accelerate fast enough to catchup
• Step 7: New entrants become the dominant players
This process is inevitable and predictable.
The only variable is how many newcomers are needed in (5) before one or more “get’s lucky”

7. HISTORY IS LITTERED WITH FOOTNOTES
CAPLINE HEADER ELEMENT
• Blockbuster were offered to buy Netflix. They refused citing: “People want to come to a video store”
• Train operators were offered to buy Ford. They refused … “We run railroads, we’re not in automotive”
• Blackberry had a 20% market share, today its <0.01% … “People want a keyboard”
We can’t predict what would happen in an alternate future.
But a fixed mindset ensures you have no future.

8. WHAT CAN YOU DO TO PREPARE …
CAPLINE HEADER ELEMENT
• Understand what your customers are buying vs what you are selling. Print Journalism believes they sell newspapers
… whereas they sell Editorial and Trust
• Be the best in your space. Disruption hurts those at the periphery more than those at the center.
• Invest a % of your revenue into “what if” technologies.
• This exercise is for preparedness. Its about gaining skills and experience
• When disruption hits you, its much easier to adapt if you’re on the path already … even if its just the first step
• Do not expect success … your goal is to gain knowledge and expose opportunities.
• Explore automation, blockchain, digital delivery, video conferencing and AI.
• Invent the business that will replace yours … better that you do it than someone else

9. 9
ABOUT US
• A digital agency based on 25 years of
experience, over 1,000 projects and a client
list that includes governments, Fortune 50
and ambitious entrepreneurs
• A belief that clients shouldn’t need to
understand the technical details to enjoy the
benefits.
• A full range of services based on a lean
staffing model. We retain strategists, people
to engineer our process and account
managers. We add skilled implementors on a
per project basis.
MAGIC ON TAP

10. ANY QUESTIONS?