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India Gadget Expo: Emotion Trumps Gadgets
Emotions are more important than gadgets in driving technology adoption. While devices continue to proliferate, people are spending more time engaging with each other through apps and digital content than browsing online. Companies are recognizing the need to build ecosystems that facilitate engagement and commerce across multiple screens in a seamless manner. The future of technology will be about using hardware as a way to deliver digital experiences that resonate with people on an emotional level.
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India Gadget Expo: Emotion Trumps Gadgets
- 1. Emotions Trump Gadgets LeviShapiro, India Gadget Expo, June 19, 2014
- 3. The Future ofDigital?
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- 5. First…let’s Talk Aboutthe Glass Ceiling
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- 7. Ecosystems Compete onCross-Screen Experience
- 8. Global annual unitsales (m) 1,000 750 500 250 0 PCs 1,250 1997 1999 2001 2003 2005 2007 2009 2011 2013e1995 Smartphones and tablets 0
- 9. Apps are eatingthe world Source Flurry Aug ‘12Mar ’11 Jan ‘12 80% Of time on mobile is spent in apps 140 120 60 40 20 0 100 80 160 Apps Mobile web Total min spent on mobile apps vs mobile web (billions of minutes per month, US) Minutesspentpermonth (billions)
- 10. Messaging is aMobile Ecosystem
- 11. 14times average number of timesa user checks Facebook on their mobile daily Source: comScore Mobile Metrix, US March 2013
- 13. Facebook revenue bysource $2.5b Q4 $3.0b $1.5b 0 $1.0b $0.5b Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Mobile AdvertisingPayments Advertising $2.0b Q1 Q2 Q3 Q4 2010 2011 2012 2013 $2.6b
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- 15. WeChat Ecosystem ValueCapture
- 17. Hardware as aTool to Sell Digital Content
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- 20. Personal Computers (Desktop AndNotebook) Smartphones Tablets Smart TVs Wearables 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E #OfDevices(InMillions) Global Internet Device Installed Base Forecast Its Not Just Mobile (eMarketer, 2013)
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- 26. Offline Economy isBecoming “Appified” • Massively contextual- Transactions are Incremental • Your 2nd brain knows better than you do • Wallet accessed through your mobile and gatekeepers
- 31. Neural Measurement Source: ProfessorNathan Intrator , TAU
- 33. Hey Cookie…You Talkin’To Me?
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- 46. Hours spent watchingvideo monthly 5 12 9 33 8 Source:Mashable,July2012,LinearTVNielsen11/12 NON-LINEAR VIDEO VIEWING NOW EXCEEDS LINEAR TV
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- 48. What Millenials Want…InTheir Employer 1.Training 2. Management style 3. Work flexibility (time is currency) 4. Staff activities 5. Non financial rewards (Activism) 6. Good salary #1 priority: “sense of meaning” (Career Advisory Board, Harris Interactive study, 2012)
- 49. “In 2009, therewere 2.5 billion connected devices. In 2020, there will be 50 billion, most of which will be products.” (Gartner, 2013) Millenials seek gadgets & experiences reflecting their values: Inclusive, Personal,Relationship-based
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- 59. Can Your GadgetEncapsulate Noble Brand Values and Yet be Freemium?
- 60. Freemium Products • ZEROmarginal cost of distribution • Low inherent conversion rate • Large scale / large total addressable market • Continuous monetization curve • Minority of highly engaged users
- 61. Characteristics of FreemiumProducts • No switching cost • LTV difficult to calculate • Much larger potential audience (everyone can afford free) • Network effects easier to achieve • Advertising not as abrasive • Multiple points of monetization
- 62. Lifetime Customer Value(LTV) • Present value of future cash flows from user • What individual user can be expected to pay • Can be aggregated over various dimensions (demographic characteristics / early user behavior) • Marketing metric
- 63. Misunderstanding LTV Lifetime CustomerValue is NOT Linear or Immediate *usually. An LTV evolution curve could theoretically be linear.
- 64. Misunderstanding LTV Lifetime CustomerValue is NOT Linear or Immediate *usually. An LTV evolution curve could theoretically be linear.
- 65. Misunderstanding LTV Lifetime CustomerValue is NOT Linear or Immediate *usually. An LTV evolution curve could theoretically be linear.
- 66.