This document discusses how technology intersects with people and consumer behavior. It emphasizes understanding consumer needs and contexts over focusing on specific technologies. Key ideas include anticipating new demand patterns, embracing consumer behaviors, and enhancing experiences rather than trying to change behaviors. The goal is to use technology to create value for people through utility, relevance, immediacy and other factors.

1. EVERYWARE
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EVERYWARE

2. WHAT THIS IS NOT ABOUT
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PAID SEARCH DISPLAY BANNERS BIG DATA
COOKIES GLOBALIZATION DEVICE BRIDGING
FBX DMPs DSPs
SSPs AD EXCHANGES RICH MEDIA
AD SERVING FLOODLIGHT TAGS RETARGETING

3. 3
Your product, service, and
brand are worthless — until
they intersect with situations
and scenarios that are
meaningful to people.
Anticipating new demand
patterns driven by
technology will secure
competitive advantage.
Embrace the behavior,
enhance the experience.
Aiming to change consumer
behavior at scale is an
exercise in futility.
K G ` j

4. PEOPLE
Before they are your
customers, they are
consumers. Before they are
consumers, they are people.
BUSINESS TECHNOLOGY VALUE
THIS IS ABOUT STUFF THAT MATTERS
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Your product, service, and
brand are worthless — until
they intersect with situations
and scenarios that are
meaningful to people.
Anticipating new demand
patterns driven by
technology will secure
competitive advantage.
Embrace the behavior,
enhance the experience.
Aiming to change consumer
behavior at scale is an
exercise in futility.
K G ` j

5. 4
technologyneeds
context
person
identify consumer
needs you have
the ability and
credibility to fufill
evaluate engagement
patterns: when, where, &
why do consumers
engage
determine the
mechanics and
technology
requirements to
deliver brand value
understand the
unique mobile
behaviors of your
audience
Understanding the Constantly Connected Consumer

6. PEOPLE
4
technologyneeds
context
person
identify consumer
needs you have
the ability and
credibility to fufill
evaluate engagement
patterns: when, where, &
why do consumers
engage
determine the
mechanics and
technology
requirements to
deliver brand value
understand the
unique mobile
behaviors of your
audience
Understanding the Constantly Connected Consumer

7. 5
“What need is revealed when I
consider people and their context
together?”
“What value or service can I offer
that will fill that need?”
“What messages or content must I
create to deliver that value or
service?”
A QUERY-BASED APPROACH TO UNDERSTANDING CONSUMER NEEDS
Entertainment
Simplicity
Relevance
Immediacy
Utility

8. BUSINESS
People want to buy your stuff. . . but they don’t want to just buy your stuff.
The transaction is the most meaningless step in the process to the consumer.
What matters to consumers is the before and after.
You are not in the business of sales, marketing or communications.
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YOU ARE IN THE
BUSINESS OF CULTURE.

9. IT’S NOT ABOUT CHECKING
THE WEATHER. IT’S ABOUT
HAVING A GREAT DAY OUTSIDE.
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10. TECHNOLOGY
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11. TECHNOLOGY
The issue with technology is that it leaves us in a fog.
We find ourselves talking about responsive design, HTML5, demand-
side-platforms, trafficking, retargeting and on and on and on…
Do we even know what we’re talking about anymore. . . and why?
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12. TECHNOLOGY
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It has nothing to do with technology itself. It’s all about using it to create value for people.
Embrace open innovation and partnerships.
Develop new business models.
Reinvent your approach to market.
Go beyond engagement and drive ongoing participation. You are in a permanent relationship.
Think across industry and certainly outside the traditional marketing and media ecosystem.
It’s Time to Reset; Let’s start here…

13. VALUE
On what devices should
people be able to access the
tool or service?
Through what technology on
those devices can I deliver true
value and utility?
How can I ensure the value will
be accessible to the consumer
when they need it most?
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You wash your hands, but you’re not a plumber. Don’t obsess over technology
Less than 1/3 provide integration with GPS and native mapping software
less than 5% utilize the gyroscope
Of the top 100 apps published by brands...
Only 17% include iOS notifications
16% incorporate the camera

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17. AMAZON DASH
Wi-fi-enabled, scanner, and recorder
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18. Viewer as Olympic Athlete
VISA 360 CAM
Visa created an experience to get consumers closer to Team Visa athletes during their training — a unique new way to
experience the Olympic games with this interactive 360° panoramic video-enabled app.
Consumers used the mobile’s gyroscope to move the camera, and swiped the screen to look in any direction. to
ski the giant slalom, ski jump across a football field, experience the thrill of the halfpipe, dance across the ice or
score a hockey goal.
The iPhone, iPad, Android and Windows phone apps also included interviews and other content published by the
athletes themselves.
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19. GRAMOFON
Reinventing the home music system
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‣ Gramofon begins as a standalone router.
‣ Has a social function.
‣ Acts as a "modern Jukebox" by allowing multiple users to add songs to the playlist, just as long
as they're within WiFi range.

20. FUNDAWEAR
The Future of Foreplay
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‣ A functional and fun wearable technology that allows personal touch to be transferred across vast
distances between a couple.
‣ Fundawear knickers, bra and boxer shorts have sensors concealed within the high-quality
bamboo fabric.
‣ When your partner touches the image of your underwear in their app, you are able to feel both
the intensity and position of their touch.