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Aldo de Jong, Claro PartnersTransforming understanding into value

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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).

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TIMEAcquisition

KEEPING CONTROL OF BELONGINGS

AVOIDING HARDSHIP OF MAINTENANCE

FINDING DISPOSAL

STRATEGIES

JOY OF

OWNERSHIP

BURDEN OF

OWNERSHIP

Post-useUse

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♫

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Physical Digital

EXCLUSIVE

TANGIBLE

SCARCE

LIMITED OPTIONS

REPRODUCIBLE

INTANGIBLE

ABUNDANT

NUMEROUS OPTIONS

SHARE WITH FEW SHARE WITH MANY

Conventionsin real world

Conventions in the online world

Frustrations of translation

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EXCHANGE

MY STUFF

OURS

YOUR STUFF

COMMUNITYBASED ON TRUST &

SHARED VALUES

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Landscape of Alternative Models of Ownership & Value Exchange

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Bank loans and savings accounts

Car rental and car ownership

Model Example business Challenging

Durable goods brands

Newspapers and magazines

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CONSUMER

DVD player u

t Payment

CAR USERCAR OWNERCar u

t Rental fee

Mat

ch S

uppl

y/De

man

d

& In

sura

nce

Match Supply/Dem

and u

& InsuranceCo

mm

issio

n u

UK Belgium

Belgium

Netherlands

Canada

Italy

USAUSA

France Spain

Austria

Germany

Netherlands

Creating Value ThroughParticipatory Service NetworksJanuary 2011

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.

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.

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.

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.

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.

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The New Service EconomyProject overviewTimeline to show major phases of the project

Half-day work

sessionPlanning for the Future

conducted in-house

with client companies;delivery of final report

Analysis/synthesis

of research

Data gatheringEthnographic research in China,

US, Brazil, UK and India, secondary research, expert interviews and

co-creation workshops

FEBRUARY MARCH APRIL MAY

Shared between clients

Proprietary information

Stakeholder interviews within client organisations

CONTEXTUAL INQUIRY SYNTHESIS IDEATION

2-day workshop

involving all client

companies

Group breakout sessions with client companies within

workshop

Thank you