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BIG DATA + BIG IDEAS = BIG IMPACT
Prof. Peter Fisk
peterfisk@peterfisk.com
@GeniusWorks
POTENTIAL OF
BIG DATA
Data is the new oil
Mobile is the new brain
POTENTIAL OF
BIG DATA
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
Unreal
Crazy
Astounding
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Globalisation
Turbulent markets
New economies
New business models
Biotech
Internet of things
Clean energy
Nano tech
Healthcare
Resource shortages
Transparency
Travel
Climate change
Urbanisation
Bio diversity
Population growth
Agelessness
Creative class
Digital natives
Women
Mobility
Open education
Cloud intelligence
Entrepreneurship
Sustainable living
Culture fusion
Localness
Storytelling
Wellbeing
Happiness
Caring
Tribal
Authenticity
Collaboration
Lifetime learning
Empowerment
Building blocks to the future
Exponentially changing world
1
2
4
8
16
32
64
Exponential rise of big data
2010
1ZB
2015
7ZB
2020
40ZB
Zetta = 10
1 Zettabyte = 1 trillion GB
21
Contacts
Emails
SMS messages
Direct marketing
Photos
Blogs
Search
E-Commerce
Advertising
Digital marketing
Recommendations
Music
Photos
Video
Games
M-Commerce
Sensors
Transactions
Log files
eGovernment
Weather
Conferencing
GPS Locations
Internet of things
Intelligent processes
CRM/ERP
Web 2.0
Big data
Data
Volume
Data
Complexity
10 B
18
10 B
15
10 B
12
10 B
9
4-Vs-of-big-data=4-Vs-of-big-data4-Vs-of-big-data
Exponential impact of mobile
2010
1ZB
2020
40ZB
Exponential impact of video
2020
40ZB
2010
1ZB
Exponential impact of Asia
2020
40ZB
2010
1ZB
3 Billion new consumers
Weather to farming and fashion
Exponential impact of cloud
2020
40ZB
2010
1ZB
Exponential impact of IOT
2020
40ZB
2010
1ZB
Connecting data
Intelligent everything
Every second
Every minute
POTENTIAL OF
BIG DATA
Think different
Can you see the man?
EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
LEFT BRAIN + RIGHT BRAIN
INTELLIGENCE + IMAGINATION
IMPROVEMENT + INNOVATION
BIG DATA + BIG IDEAS
CERN Hadron Collider
POTENTIAL OF
BIG DATA
$125bn analytics market
Top job 2020: data scientist
Examples of big data
… enabled by telecoms
23andMe DNA profiling
DNA drives personal health
Editd … predicting trends
Editd … transforming fashion
Scanadu Scout … health sensing
Scanadu Scout … transforming health
Catapult … better performance
Catapult … the new sports coach
Ford … Big Drive
Ford … better performance
Big data storage
Big data brokerage
Big data automation
Big data storytelling
POTENTIAL OF
BIG DATA
Technology
Products
Applications
Services
Stop thinking technology
Customer
Propositions
Business
models
Experiences
Technology
Products
Applications
Services
Start thinking customer
Customer
Propositions
Business
models
Experiences
Start thinking customer
Asia and youth
Asia and youth
Who I
am
What I’ve
bought
What drives
me
What’s
going on
Where I’m
going
Where I’ve
been
Where I
am
What I
like
What I
need
Big ideas for customers
Nike+
Nike+ Training Club
Disney MyMagic
Incredible experiencesDisney MyMagic
E-Estonia
Estonia E-Citizens
GE Brilliant Machines
GE Brilliant Machines
Customer
Propositions
Business
models
Experiences
Technology
Products
Applications
Services
SMALL BUSINESSESSMALL BUSINESSESFAMILIESYOUNG PEOPLE
PIRMIAUSIA JUS
+genius
PIRMIAUSIA - JŪS
Customer-Centric
Brand Building
Workshop
What are our
propositions
to customers?
Summary of outputs
Trakai,
12-13 July 2011
with Peter Fisk
Customer Insight
Customer Proposition
Customer Experience
What is most important to
each target segment?
How do we enable them
to achieve more?
How will we deliver the
proposition?
PROCESSPIRMIAUSIA JUS
+genius
YOUNG PEOPLE (Pre-Paid)
Energisers
Enablers
Essentials
Freedom
Being part of what’s happening now
Fast and connected
Sex
Parties
Trends
Get more money
Finding a better job
Connecting with the right people
Have the coolest gadgets
Be part of social networks
Image
Friends
Money
+genius
YOUNG PEOPLE (Pre-Paid)
Youth/young adults, 15-24 years,
Students/graduates, facebookers
Target
Audience
Freedom to make the most of now
Customer
context
We give you the
freedom
to be part of what’s
happening
Distinctive
benefits
Fast speeds,
Connected with
People like you
Priority
features
5 to 10% above Tele 2
Price
position
Not the cheapest price
Not the largest community
Customer
Trade-off
We help you make
more money
so you can enjoy
life to the full
Opportunities to find
a better jobs through
apps and networks
+genius
YOUNG PEOPLE (Pre-Paid)
Choose
Start
Pay
Enjoy
Continue
Leave
New channels to market (eg Coffee Inn,
McDonalds), with relevant gifts
(from partners) and discounts
Personalised ID cards
Don’t lose friends, inform them new number
Info about events now (SMS, IVR, CC)
New channels to market (eg Coffee Inn,
McDonalds), with relevant gifts
(from partners) and discounts
Surprise when top-up
Top-up fun … play game, get more
Link to other types of purchases
Secrets events, parties, seminars
Offers with lovemark partners (RedBull etc)
Job Market apps, networks,marchmaking
You never leave us – Ezys alumni
Loyalty programme with other brands
+genius
Process for developing the customer strategy
Customer insights
Finding the essentials, enablers
and energisers
Customer context
Reframing in terms of what we
enable, not what we do
Customer narratives
Articulating the situation and
complication for customers
Customer solutions
Designing customised solutions
including the iconic features
Customer propositions
Defining the value to customers
as distinctive benefits and price
Customer experiences
How we will communicate, sell,
support and enable customers
1 2 3
4 5 6
Indispensible
Time can kill
How manage?
No more waste
Free (smart)phone
Free netbook
Limit tariffs
Yellow page listing
Cloud management
HSBC Business Info
Location-based news
Grow business
Limited time
Grow without time?
Digital office
Performance consultant
Start, tech, biz, mktg
Smartphone
Internet connection
Mobile payment
Mobile signature
Cloud management
Website design
Santex voice svs
Finance/Reg updates
Care but changing
Too busy to learn
Tech to care more?
Connect to your world
MED Talks
Best p, new tech, cases
Smartphone
PC, printer
Mobile office
PDX
Special numbers
Emergency call screening
Need to be in store
No freedom to live
How escape stor?e
Manage from distance
Prescription alerts
Smartphone
Internet broadband
Mobile internet
Mobile broadband
PC, printer
Sales database
Regulation updates
Cloud management
Success is selling best
Most time with buyers
How more with sellers?
Digital real estate
Seller alerts
Smartphone
Connecting w/banks
Instant credit checks
Mobile braodband
Payment caps
Buyer alerts
Business news
Route planning
Location house search
Most of day running
Lots of wasted time
More time for family?
Use time better
Law App
Cases, clients, community
Smartphone
Cloud internet
Client database
Mobile banking
E-timesheets
Route planning/traffic
Premium rate services
Artisans
Accountants
Doctors Real Estate
Pharmacists
Customer narratives … and emerging solutions
Lawyers
Artisans AccountantsDoctorsReal Estate Pharmacists
Integrating audiences and propositions
Lawyers
Time to do
more
Time to do
(sell) more
Time to do
more
Time to do
(care) more
More from
your time
More from
your time
Business
Network
Digital
Agency
Store
Manager
Mobile
Medic
Digital
Accountant
LawApp
M-Marketer
M-Office
M-Marketer
M-Alerts
M-Office
M-Alerts
Cloudmanager
M-Office
CloudManager
M-Office
CloudManager
Easyphone
Smartphone
TimeManager
Smartphone
Smartphone
TimeManager
Smartphone
Time Manager
Smartphone
TimeManager
Retail
mindset
Retail
mindset
Retail
mindset
Professional
mindset
Professional
mindset
Professional
mindset
Personal
motive
Business
motive
Personal
motive
Personal
motive
Business
motive
Personal
motive
$$$
$$
$
Time
Manager
Customer
Catcher
Store
Manager
Business Owner
Network
Time
Manager Pro
Easy
Office
Client
Manager
Specialist
Apps
Operational
“Retail Owners”
Professional
“Practice Owners”
Business
Network
Digital
Agency
Mobile
Medic
Digital
Accountant
LawApp
Client
Database
M Alerts
M-Office
Easyphone
Smartphone
TimeManager
Smartphone
Smartphone
TimeManager
Cloud
Manager
M-Marketer
M-Marketer
Cloud
Manager
Store
Manager
The solutions are largely customised packages of existing
products, and those of third parties.The overall goal is to add
value and differentiation, to thereby move away from tariffs.
Structuring and packaging the solutions
Inspiring solutions for business owners
Time
Manager
Customer
Catcher
Store
Manager
Business Owner
Network
Time
Manager Pro
Easy
Office
Client
Manager
Specialist
Apps
Operational
“Store Owners”
Professional
“Practice Owners”
Smartphone
3 dedicated tariffs
Time manager apps
Office manager apps
Personal/business PBX
Special numbers
Customer database
CRM/messaging
SMS alerts
Specialist content
Professional community
Law App, Med App
“Easy”smartphone
3 dedicated tariffs
Time manager apps
Office manager apps
Business process apps
Customer database
CRM/messaging
SMS alerts
Online/physical network
Awards/seminars
Exclusive yellow pages
POTENTIAL OF
BIG DATA
What is the “big data” future for telecoms?
3 telecom strategies are emerging …
FAST PIPES SMART TECH DIGITAL LIVING
Everyone does the triple play
Fast and convergent media
But who do consumers trust?
And who’s content is it really?
Disruptive content players
Making technology human
About digital people, about life
How can you make life better?
Not about data or products
Enabling people to live better
Enabling people to do more
Enabling people to do more
Fast … but with a bigger purpose
Technology
Products
Applications
Services
Stop thinking technology
Customer
Propositions
Business
models
Experiences
Start thinking customer
What will you do?
He is a bestselling author, keynote speaker and expert consultant in helping
leaders to develop innovative strategies for business and brands.
He is a Professor of Strategy, Innovation and Marketing at IE Business School,
one of the world’s top ranked business schools, and leads his own company,
GeniusWorks, a boutique consulting firm, helping clients around the world to
develop more innovative business and brand strategies. He features on the
Thinkers 50 “Guru Radar” as one of the best new business thinkers.
Having trained as a nuclear physicist, Peter moved to managing brands like
Concorde at British Airways, helping Microsoft to adopt a value-based
marketing model, and Virgin to launch into new markets. He has worked in
every sector and region of the world. As CEO of the world's largest marketing
organisation, the Chartered Institute of Marketing, he became a global
authority on what's best and next in business and markets.
Finding his own space, he founded GeniusWorks, with offices in London and
Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot
and Coca Cola, DSM and Mars, Philosophy and Red Bull, Sabre and Santander,
Tata and Virgin, Visa and Vodafone - to think bigger and smarter, develop
innovative strategies, bolder brands, and accelerate growth.
Peter’s best-selling book "Marketing Genius" explores the left and right-brain
challenges of success, and is translated into 35 languages. It was followed by
five others – “Business Genius” on leadership and strategy, “Customer Genius”
on customers and experiences, “People Planet Profit” on sustainable
innovation - and most recently "Creative Genius" defining what it takes to
be Leonardo da Vinci in the 21 Century.
His new book "Gamechangers ... Are you ready to change the world?" is
published in late 2014, based on extensive research into the 120 companies who
are shaking up markets, and making sense of how they lead, innovate and win.
It explores the challenges of new markets, changing customers, brand
building, digital media, new business models, inspiring leadership and
positive impact. And most of all, how to lead your business to a better future.
Peter Fisk
Email: peterfisk@peterfisk.com
Website: www.theGeniusWorks.com
New book: www.Gamechangers.pro
Twitter: @GeniusWorks

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