Keynote @ Global Service Design - Barcelona about Changing models of Ownership-project of Claro Partners

1. Aldo de Jong, Claro Partners Transforming understanding into value

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3. Creating value at four levels SocietyMaking sense of shifts in the world (in human behavior, culture, technology, business, regulation, resources).MarketUncovering hidden opportunities for new or improved products and services, ways to interact with customers, and to enhance your brand. ExperienceCreating differentiating experiences for customers, including guidance to clients' business, technical, and creative teams during implementation and launch. Organisation Creating more customer-centric, resilient ways of working, (methods, capabilities, teams and processes). 3

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10. KEEPING CONTROL OF BELONGINGS AVOIDING HARDSHIP OF MAINTENANCE FINDING DISPOSAL STRATEGIES + JOY OF OWNERSHIP BURDEN OF OWNERSHIP - Acquisition Post-use Use TIME 10

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14. Physical Digital EXCLUSIVE REPRODUCIBLE TANGIBLE INTANGIBLE SCARCE ABUNDANT LIMITED OPTIONS NUMEROUS OPTIONS SHARE WITH FEW SHARE WITH MANY Conventions in the online world Frustrations of translation Conventions in real world 14

15. COMMUNITY BASED ON TRUST & SHARED VALUES EXCHANGE OURS YOUR STUFF MY STUFF 15

17. Landscape of Alternative Models of Ownership & Value Exchange 17

18. Model Example business Challenging Bank loans and savings accounts Durable goods brands Car rental and car ownership Newspapers and magazines 18

21. Belgium USA Belgium Netherlands USA France Netherlands Germany Spain Austria Italy Canada UK

22. Creating Value ThroughParticipatory Service Networks January 2011

23. In the past, products were the end point of the customer experience. In the future, they will be the starting point. Consumers increasingly expect a dynamic relationship with a brand in which they interact with it through multiple channels.

24. The economy is becoming bottom-up, participatory, co-owned and open. Individuals and their interests still matter. Innovations are increasingly arising out of small initiatives which, when combined, can develop into global systems of enormous scale.

25. The consumer’s role has changed from isolated to connected, from unaware to informed and from passive to active. From micro-entrepreneurs to brand ambassadors – consumers are no longer just the recipients of services. They inform themselves online, identify business opportunities and connect with others to share their experiences.

26. People are no longer relying on advertising or brands to make decisions; they are looking to “people like them” Social platforms have connected people with similar affinities into networks where trust and risk play important and potentially new roles.

27. The line that divides the inside from the outside of your company is blurring. The successful companies of tomorrow are involving people beyond their employees in value creation today, and developing ways to establish trust and mitigate the risks in this shift.

28. Project overview Timeline to show major phases of the project The New Service Economy Proprietary information Shared between clients Half-day work session: Planning for the Future” at client companies 2-day workshop involving all client companies Data gathering Ethnographic research in China, US, Brazil, UK and India, secondary research, expert interviews and co-creation workshops Half-day work session Planning for the Future conducted in-house with client companies; delivery of final report Analysis/synthesis of research Group breakout sessions with client companies within workshop Stakeholder interviews within client organisations MAY FEBRUARY MARCH APRIL CONTEXTUAL INQUIRY SYNTHESIS IDEATION 28

29. Thank you