1. MEX 2010 Some thoughts on the Manifesto garrett johnston an irishman in russia
2. Manifestos A manifesto is a public declaration of principles and intentions , often political in nature. Manifestos relating to religious belief are generally referred to as a creed . Manifestos may also be life stance -related
3. What is “mobile” – don’t we really mean “personal”? + some other issues Will or Should? (manifesto value add) Mission or conviction? Tail or dog? Means or end?
4. Communications as a detonator Mobile communications 2% of consumer spending Value for operator/customer The other 98% of consumer spending Everything but communications Many contexts. Not just calls! Many devices. Not just phones! Many segments. Not just prepaid and postpaid! Many, many applications. Not just music and video!
5. The 98% is the shaded area. Someday, it will all be apps
6. Soon there will be millions of apps. Ultimately, every brand, acitivity and person will need one.
14. But a focus on what and why, rather than how, is what interests the user. For the same reason, car drivers no longer require mechanical skills. Similarly BMW talks about joy, rather than the ultimate driving machine. Being defined by why and what, rather than how, promises greater longevity and relevance
15. “ Mobile” reminds one of “horseless carriage” – form before function
16. The long and wide tail of the segment and segments of one customer
27. Источник – Telco 2.0 Managing the user experience will be an enormous challenge
28. O2 have at least adopted a user centric stance
29. Exactly the same lack of user centricity explains why many companies focus on product revenue rather than customer profitability (both ways) Source: Peppers & Rogers Group Most valuable customers Most growable customers Marginal Unprofitable KEEP GROW share of customer Maximize profit, minimize cost Divest Media E-channels Direct mail Telemarketer In-person service reps Dedicated service reps Customer value
39. There are really cool voice things happening in voice, but in spite of rather than because of the operators
40. The real deal is multi-sense - - - - Avoidance of risk at construction sites (an alarm sounds if special equipment is handled by anyone other than supervisors - Alert and contact record at medical, long-term care, and childcare facilities. -
43. Agree, best would be to have no visible interfaces at all. Again, ends versus means. Also beauty is highly subjective
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46. We need Gbit/s and Tbit/s home and office broadband, but easier said than done. Also O/S and H/W latencies create bottlenecks. Finally, c creates hard upper limit
61. Only when you replace “mobile” with “personal” and “advertising” with “entire value chain”, and inspire with co-creation
Editor's Notes
More valuable customers at the top of the pyramid deserve more personalised (and more expensive) service; going down the value scale, cost-effective channels become more appropriate; lowest value customers only get mass media communication and self-service