This document discusses 3 lessons from unicorns: 1. The future is convenience technology, which provides quick and easy services like ride-sharing and task services. Convenience is becoming more important than content. 2. Companies are owning customer relationships rather than assets, exemplified by Uber not owning vehicles and Airbnb not owning properties. 3. Business model innovation is disruptive, with new models like subscriptions, marketplaces, and on-demand services replacing traditional models. Technology enables new business models.

1. Dr Paul Marsden | Media Psychologist | @marsattacks | p.marsden@uniquedigital.net

4. AD
BLOCKERS
BOT
FRAUD
BYRON
SHARP
AD-POCALYPSE
COOKIE
DEATH

5. AD
BLOCKERS
BOT
FRAUD
BYRON
SHARP
COOKIE
DEATH
AD-POCALYPSE

6. KEEP
CALM
SCREEN SPAM IS
NOT DEAD
YET

7. 3 LESSONS FROM A UNICORN

8. $50BN

9. 1. THE FUTURE IS
CONVENIENCE TECH

10. #ConvenienceTech

11. #ConvenienceTech
Slow &
Hard
Quick &
Easy

12. Luxe Soothe Glamsquad Caviar Get My Boat
Bloom That Urban Sitter Style Seat Taskrabbit Breather
Thumbtack Pager Handy Got it! Wag
Your Mechanic Push For Pizza Bannerman Washio Instacart
Jet Smarter Blade Minibar Eaze
Uberfication of Everything

15. 2011 2012 2013 2014
4,124
672
371392
Funding $(M)
https://www.cbinsights.com/research-on-demand-report
#ConvenienceTech

16. #ConvenienceTech

17. #ConvenienceTech

18. #ConvenienceTech
‘instant gratification
takes too long’
Carrie Fisher

19. #ConvenienceTech
1980 1985 1990 1995 2000 2005 2010 2015
Mobile Penetration
ADD

20. 12
secs
8 secs
2000
2013
http://advertising.microsoft.com/en/WWDocs/User/display/cl/researchreport/31966/en/microsoft-attention-spans-research-report.pdf
#ConvenienceTech

21. 100ms = 1%

22. #ConvenienceTech
Content is
King
Convenience
is King

27. Sponsored Content Sponsoring Content

28. 2. OWN THE RELATIONSHIP,
NOT THE COSTS

29. Uber, the world’s largest taxi company, owns
no vehicles. Facebook, the world’s most
popular media owner, creates no content.
Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest
accommodation provider, owns no real estate.
Something interesting is happening.
Tom Goodwin

30. DEMAND
(PASSENGERS)
SUPPLY
(TAXIS)
#Intermediation
UBER

31. #Intermediation

32. #Intermediation

34. 3. BUSINESS MODEL
INNOVATION

35. TECHNOLOGY IS NOT DISRUPTIVE,
BUSINESS MODELS ARE

36. SUBSCRIPTION FREEMIUM FREE MARKETPLACE SHARE
HYPERMARKET EXPERIENCE VIRAL ON-DEMAND ECOSYSTEM
#BusinessModelInnovation

37. #BusinessModelInnovation
Hollywood Pitch
‘We’re the Tesla of Advertising’

38. #BusinessModelInnovation

39. It starts at home

40. HIGHER GROUND
3 LESSONS FROM A UNICORN
#ConvenienceTech
#Intermediation
#BusinessModelInnovation