idea - fort voortdorp

JEROEN VAN DER SCHENKJEROEN VAN DER SCHENK

ROBERT DAVERSCHOT MHMROBERT DAVERSCHOT MHM

Four non-residential

Convention Centres

Maarssen & Utrecht

“Seats2meet.co

m, the Easyjet

among the

Dutch meeting &

convention

centres.”

Vincent Evers

Internet

Trendwatcher

WEB2.0 E-Communication &

E-commerce Platformen

“Trendwatching,

Trendslation,

Knowledge creation”

SOCIAL NETWORK

• Z.Z.P.

• New Leaders

• Management Supporters

“De site van de toekomst, maar gelukkig nu al beschikbaar!”

Francine ten Hoedt

Hoofdredacteur Expertise

WEB2.0?

“Webbased communication, intelligence & transaction platforms:

Easy accessible, open source. Content is dynamic and re-usable.

Peers meet and are connected. By using available information, they co-create new knowledge and value.

- Technology is just an enabler -

Ronald van den Hoff

Trend I:

Consumers become transumers

The transumer is on the move. Snap

decisions on where to go and what to do.

Low cost carriers make travel affordable for

everybody. Reliable and tailor made

information needed “on the spot”.

Experience local hotspots to make the stay

worth while … Time is precious!

Work-life balance re-discovered, easy

interexchangeable.

Trend I

Consumers become transumers

Easy, Mobile, Flexible

Mash Up: 1+1=3

Trend I:

Consumers become transumers

3D Mash up:

Microsoft Photosynth

Trend I:

Consumers become transumers

And there is Tom-Tom, Pod city guide,

I-Phone, and there is …

The “transumer” moves on, even

speaking Chinese!

Trend I:

Consumers become transumers

• Dine with locals• Stay with locals• Talk with locals

Or dine in “impossible to reserve ”

restaurants …

Trend II:

Networked individualism

The rise of new social networks. A

replacement for the tribes that we want to

belong to: individual collectivism.

The “avatar”, Sanskrit for “the deliberate

descent of an immortal being into the

mortal realm for a special purpose”.

The avatar, the online virtual identity, is

used to move around in virtual worlds and

new social networks.

Trend II:

Networked individualism

Networks:

Social Hyves

Business Xing, Facebook, Myspace

Game World of Warcraft

Hybride Second Life, Hipihi

Trend II:

Networked individualism

Better being a “fast second” like the ING

with “Our Virtual Holland”, than the first,

like ABN Amro, who learned the hard way

what 24/7 means …

Trend II:

Networked individualism

However, some companies or individuals

do make money.

A business concept that combines the real-

and the virtual world, seems to be more

successful, than concepts only relying on

the virtual market.

Money exchange, offering virtual tours for

avatars or make real oil painting of your

avatars are examples of money

generators.

Trend II:

Consumers become avatars

Co-create value with your customers

At 5 A.M

• Personalised blog notification

• Fris in je Hoofd! Dbase

At 10 A.M

• > 400 views

• > 10 high quality posts

Trend II:

Networked individualism

More and more companies see the

strengths of social networks and

instead of using general networks,

they start their own.

Trend II:

Networked individualism

Vorovo Island

Run the show online; Tribilization as entertainment. Networking in it’s optimal form: Virtual and physic contact moments!

Work- , Work- , Innovation-,Innovation-,Social-,Social-,Expert knowledge-, Expert knowledge-, Career Guidance-, Career Guidance-, Learning NetworksLearning Networks

Trend II:

Networked individualism

Companies replace vertically integrated

hierarchies as the dominant form of social

organization and instead make use of

social networks.

Network Archetypes:

• Hubs

• Pulsetakers

• Gatekeepers

*STEPHENSON

Trend III:

Communicative Self-steering

Experience economy and callosity of the

society [feelings]. Rules and laws in order

to regulate [ratio]. Feelings in a high-speed

economy have difficulties to settle in a

culture; bringing up emotions.

• Know and learn to name feelings

• Requiring a new way of learning

• Feelings able to settle in a culture

• Emotions flock away

Prof Dr Arnold Cornelis, Cultuurfilosoof

[1934-1999]

Trend III:

Communicative Self-steering

2005: According to the Edelman Trust Barometer, trust shifted from established institutions and authority to peers.

2006: "A person like me" was found to be the most credible spokesperson. This caused TIME Magazine to announce "You" as the "Person of the year 2006"

2007: A trend going on that authentic business are more trusted than traditional media and the government.

Trend III:

Communicative Self-steering

Even the most established industry of

banking is under attack, “peer-to-peer”

banking: people lending each other money

using the internet as bank platform

NO ESCAPE POSSIBLE! The world keeps

on changing fast. Trust is key and enabler

for ongoing innovation.

Trend III:

Communicative Self-steering

Reviewsites are an important source of

information for consumers. Postings are

done by “peers”, like-minded individuals,

making the opinions important for

prospective buyers …

@ Tripadvisor

@ Airline Meals

@ Meetingreviews.com

@ Garageselect.nl

Trend III:

Communicative Self-steering

As we saw, the consumer organizes

him/herself on the internet [or is being

helped to get organized].

@ Pairup.com

@ KLM China

@ Farecast.com

Trend III:

Communicative Self-steering

70.000.000 BLOGS ON THE WEB!

People tell stories of every company.

Especially people that are no longer

employed by a company. From Dell to

Meeting Masters!

Luckily negative blogs are countered by

other positive new media initiatives, like

online video recruitment.

Trend V:

Blue Ocean Companies

From bloody red to tranquil blue oceans

• Anticipate on new wishes of consumers

• Exploit the potential of [WEB2.0] internet

• New markets [niches]

• New value chain for all stakeholders.

• No competition

• Capable to transform cultural and/or

economical contradictions into

opportunities.

Trend V:

Blue Ocean Companies

No frills product services

ZARA COMPETITION

Operating Profit: 10% < 5%

Shop visits by consumer: 17 4

Unsold goods: 10% >20%

Rack rate sales: 85% 60%

Cycle: demand design production shop:

15 days ?monthssource: Harvard Business Review, November 2004

LOW-COST CARRIERS…

Ryan Air EasyJet

Passengers** 2004 : 30.000 24.000

2005: 33.000 30.000

2006: 35.000 33.000

Profit margin 20%-30% 5%-10%

Number of aircraft 91 109

** X 1000

Source: websites Ryan Air, Easy Jet, November 2006

Kim & Mauborgne

ELIMINATE

CREATEREDUCE

RAISE

Trend V:

Blue Ocean Companies

First class products and services in the

hospitality industry: Entire value chains

organised around internet platforms.

Trend V:

Blue Ocean Companies

Impact on traditional economic laws:

Long Tail Theory

[Anderson]

VS.

20/80 Rule

[Pareto]

Trend V:

Blue Ocean Companies

“Brands become lovemarks!*”

MYSTERY: great stories, past, present

and future together taps into dreams

myths and icons, inspiration

SENSUALITY: vision, sound, smell and

taste, touch

INTIMACY: empathy, commitment,

passion

*Saachi & Saachi

BRANDS:Low loveHigh respect

LOVEMARKS:HIGH loveHigh respect

PRODUCTS:Low loveLow respect

FADS:High loveLow respect

Trend V:

Blue Ocean Companies

In retail and also in hospitality, we see

guerilla stores; pop-up hotels, -campings, -

nightclubs. These venues go where the

action izzz …!

Trend V:

Blue Ocean Companies

Blue Ocean companies use co-branding as one of their marketing tools.

BRANDS:Low loveHigh respect

LOVEMARKS:HIGH loveHigh respect

PRODUCTS:Low loveLow respect

FADS:High loveLow respect

Trend V:

Blue Ocean Companies

Testimonial advertising thanks to user-

generated content (UGC): WEB2.0’s main

ingredient.

Dynamic content refreshed continuously by

its community: information becomes

infotainment.

There are …

Companies,That make things happen

Companies,That watch things happen

CompaniesThat wondered what happened …

Peter F. Drucker