What are Time-onomics?

Your Market Edge for Today’s Exponential Economy

What are Time-onomics?
= Time-Value Economics

Hidden but Powerful Forces That
Drive Decision-Making
in Today’s Always-Connected,
Information Overloaded Economy
228 Hamilton Ave., Suite 300 Palo Alto, CA 94301 Office: 650-331-7378 www.exponentialedge.com
© 2010 Exponential Edge Inc. All Rights Reserved www.24HourCustomer.com

Did you know?
Despite 24/7 commerce,
Americans spend less than
6 minutes on e-commerce
a day?

That means… six minutes

that an e-commerce
provider is battling the
WORLD for less than 1%
of attention!

Sources: Online Publishers Internet Activity Index (U.S.), Exponential Edge Analysis

So Many Products, So Little Time
People spend less than 3% of waking hours buying goods and services
Despite vast new ways of reaching customers and abundant choices…
time spent purchasing has not changed since the 1960’s!

Product
Proliferation

Average Minutes
Per Day Shopping

1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010

Sources: U.S. Labor Dept. Time-Use Statistics, U.S. PTO, Exponential Edge Analysis

A Perfect Storm:
Customer Behavior Has Changed

Always- Information
Connected Overload

Time-
Starved


Market Winners factor Time-onomic principles
into products, marketing, distribution, and service

J&J Google Zipcar

Symantec Cisco Nike

Amazon Digital Chocolate

P&G HubSpot Voice2Insight

FreshDirect ZoomSystems


Discover New Ways to Innovate
Market Opportunities – Examples
Time-Slicing: Customers “Seize the Minute!” Trip Hawkins latest venture rose to
Digital the top of the Apple App store by developing short, high-quality iPhone games
Chocolate that could be played in spare moments while waiting in line.

Johnson & Johnson Time on Autopilot: J&J’s Symcare team asked “What is preventing diabetics
from staying on track?” The inTouch™ mobile program wirelessly reports
glucose readings and offers rich resources, reminders, and incentives to promote healthy patient habits.

Time-Shifting: Companies like Netflix, Hulu and Tivo placed customers in control
Movies on over their viewing time through movies on-demand, ultimately disrupting the
Demand entertainment industry.

Time-Sharing: Zipcar redefined the notion of automobile ownership
Zipcar by enabling people to purchase “wheels when you want them.”

Value Altering Industry Dynamics in Your Favor


Applying Time-onomics® Principles:
A Fresh Customer Perspective
Old Rules New Rules
Product Classic- Time-Value
Centric Marketing Centric

• Habits
• Wants • Triggers
• Features
• Needs • Tradeoffs
• Time-Relevant

Example: A mother may WANT to lose weight …
may NEED to lose weight …
but CAN’T lose weight …
because of TIME constraints i.e. her children

People Apply Time-Value Tradeoffs
to Daily Decisions
Question: It’s a free internet service …
Why do we hesitate to register?
Answer: With time-onomics we assess
the Time-Value tradeoff

Question: We plan to buy two items at a store…
And we end up with a cartload?
Answer: The Time-Value Tradeoff to buy
NOW is favorable.

Value > Price + Time Investment *

* Plus other factors


Busy Customers Ask … Is it …
“Is it WORTH Easy to buy?
my Time?” Easy to set up?
Easy to consume?


Products and Services are Prioritized
Based on Time/Attention Constraints

• Time Magnets

• Time-Savers

• Time on Autopilot

• Time Minimized

Rather than Shouting for Attention,
Market Winners Harness Time-onomic
Forces to their Advantage
Why do people shun … yet devote hours
certain offers … addicted to others?

Not All Time There are Ebbs and Flows
is Created Equal to Time and Attention

The 24-Hour Customer
New Rules for Winning in a Time-Starved Always-Connected Economy

An eye-opener
for companies.
– Publishers Weekly

A BIG idea that can
pay off in BIG results.
– Robert H. Miles Ph.D, Former
Harvard Business School Professor,
co-Author BIG Ideas to BIG Results

Hits the nail on the head …
brilliant insight.
www.24HourCustomer.com
– Peter Sealy, Ph.D, Former CMO,
Coca-Cola, Adjunct Professor at the Published by HarperBusiness August, 2010
Peter Drucker School of Management Available for pre-order from most book outlets
Follow Adrian Ott on Twitter:
@ExponentialEdge

Adrian Ott, CEO and founder of Exponential Edge Inc was called “one of
Silicon Valley’s most respected (if not the most respected) strategist” by
Consulting Magazine. In addition to assisting Fortune 500 and startup
clients, she is author of The 24-Hour Customer (www.24HourCustomer.com),
a top blogger at Fast Company, and chairs the Strategy & Growth Roundtable
for the Harvard Business School Association of N. California.
Prior to founding Exponential Edge Inc., she was an HP executive that was
recognized in an annual report for “infusing HP with new revenue streams
and new technologies and new business models.” She holds an MBA from
the Harvard Business School and a B.S. from U.C. Berkeley.
Follow Adrian on Twitter @ExponentialEdge.
Read her articles at Fast Company or on her blog at www.exponentialrevenue.com

For nearly a decade, Exponential Edge® consulting services have provided Fortune
1000 and innovative start-up clients with a market edge for today’s exponential
economy. We zero-in on winning actions by working with you to:
 Identify and capture white-space market opportunities
using emerging business models and rules.
 Gain traction with today’s always-connected customer
 Achieve market leadership by navigating rapidly changing
competitive market dynamics

228 Hamilton Ave., Suite 300 Palo Alto, CA 94301 Office: 650-331-7378 www.exponentialedge.com

Sources
• http://www.onlinepublishers.org/internet-activity-index Exponential Edge
Inc. Analysis averaged for ecommerce for the years 2008 – 2009.
• U.S. Bureau of Labor Statistics, US PTO, Exponential Edge Analysis
• ATHUS based on U.S. Labor Statistics Time-Use Data, Exponential Edge Inc.
Analysis, See Introduction Endnote 5 of The 24-Hour Customer for
Methodology.
• http://www.online-publishers.org/internet-activity-index. Average of
2008/2009 Commerce Category. See Introduction EndNote 5 From
The 24-Hour Customer for methodology.
• http://www.reseearchexcellence.com/vcmstudy.php The Center for Research
Excellence (CRE), June 8, 2009 found that people were on-line for an average
of 8.5 hours per day. Another Study found that people consumed information
for 11.8 hours per day.)
http://hmi.ucsd.edu/pdf/HMI_2009_ConsumerReport_Dec9_2009.pdf
• Adrian C. Ott, The 24-Hour Customer, 2010, HarperBusiness
• http://hmi.ucsd.edu/pdf/HMI_2009_ConsumerReport_Dec9_2009.pdf


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