digital dna & digital augmentation
DESCRIPTION
TRANSCRIPT
image by liber on flickr.com
DIGITAL DNA& DIGITAL
AUGMENTATIONhow technology and new economic
forces are changing business
It is fueled by technology
image by rutty on flickr.com
It is fueled by technology
change is fueled by
image by rutty on flickr.com
and to see the a
is often difficult
Cha
nge
Time
Political Change
Business Change
Social Change
Technology Change
A R E YO U R E A DY ?
A R E YO U R E A DY ?
image by joel on flickr.com
Pre 1990:
People are not connected
1990:
Connecting People to Information
2000:
Connecting People to People
2010:
Everything is connected
image by joel on flickr.com
image by chewie2008 on flickr.com
image by chewie2008 on flickr.com
what does this mean?
image by chewie2008 on flickr.com
what does this mean?
new products
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
new competitors
image by chewie2008 on flickr.com
what does this mean?
new products
new business models
new competitive advantages
new brand development
new competitors
new markets
image by chewie2008 on flickr.com
do not focus on the digital as a technology - focus on the opportunities and effects
image by yushimoto_02 on flickr.com
image by yushimoto_02 on flickr.com
DIGITAL DNA
image by yushimoto_02 on flickr.com
digitalization
democratization
globalization
socialization
image by julian- on flickr.com
image by julian- on flickr.com
DIGITALIZATION
1970 1975 1980 1985 1990 1995 2000 2005 2010
CPU
Spe
ed
Clock Speed Transistor Count
$ 1
$ 1 $ 0.1
$ 1 $ 0.1 $ 0.0001
$ 1 $ 0.1 $ 0.0001 - $ ?
0
Production Cost
image by losciale.com
the size of a firm is based on transaction and collaboration costs
image by losciale.com
the size of a firm is based on transaction and collaboration costs
average size is down 80%
we will see a new generation of digital effecting our everyday lives
GLOBALIZATION
Dol
lars
Number of Connected Devices
Cost
Value
if we only had one country...
what laws would we have?which language would we speak?what currency would we use?
question:
is geography the best platform to build a country on?
image by Marc Shandro on flickr.com
DEMOCRATIZATION
image by Marc Shandro on flickr.com
Old school marketing:We accepted things because we didn´t have a choice
Old school marketing:We accepted things because we didn´t have a choice
- Information asymmetry
- Communication obstacles
- Power over media & tools
1970 1975 1980 1985 1990 1995 2000 2005 2010
Storage
Pixels
Bandwidth
MEDIA
TIMETOOLS
Users experience technology democratization which give them the power over:
INFORMATION
TIME
TOOLS
INFORMATION
MEDIA
broadcasting:“the more they spend the less it works - the less it works the more they spend”
Seth Godin - Permission Marketing
the new generation of marketing is all about understanding and respecting the power of the user
the new generation of marketing is all about understanding and respecting the power of the user
if you put helping the user at any time first.
even if you don’t feel that you will benefit from it.
you will.
image by Pieter Musterd on flickr.com
image by Pieter Musterd on flickr.com
SOCIALIZATION
Number of users (N)
N
N(N-1)/2
2 -N-1N
?
“A brand is a collective perception in the minds of consumers”
Faris Yakob
image by adbusters.org
image by gin_able on flickr.com
image by gin_able on flickr.com
PRODUCTS
BETTER
PRODUCT
= BETTER PRODUCT
+ ENHANCEMENT
PRODUCT
= BETTER PRODUCT
+ ENHANCEMENTDIGITALIZATION GLOBALIZATION
DEMOCRATIZATIONSOCIALIZATION
PRODUCT
= BETTER PRODUCT
+ DIGITAL AUGMENTATION
PRODUCT
= BETTER PRODUCT
+ DIGITAL AUGMENTATION+TRANSPARENCY
+EFFICIENCY
+CONVERSATION
+DESIRABILITY
+TRANSPARENCY
EFFICIENCY
+CONVERSATION
+DESIRABILITY
$20
$20
$1
$20
$1
$0.0
TOYS
TRANSPARENCY
EFFICIENCY
+CONVERSATION
+DESIRABILITY
BANKS
106
2
Online visitsVisits in branch
106
2
Online visitsVisits in branch
>98 % OF MY TOUCHPOINTS WITH MY BANK ARE DIGITAL
NOK 500.000.000
TRANSPARENCY
+EFFICIENCY
CONVERSATION
DESIRABILITY
+TRANSPARENCY
+EFFICIENCY
+CONVERSATION
+DESIRABILITY
CARS
Welcome back Martin.Loading My VOLVO Online...
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Facts on your V70
Did you know that the headlights of your V70 is 2.4 times more powerful than on a typical car in the same class? Read more.
See the difference in the headlight simulator
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Facts on your V70
Did you know that the headlights of your V70 is 2.4 times more powerful than on a typical car in the same class? Read more.
See the difference in the headlight simulator
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt
15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt
2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.
3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt
13. Oct 2008 // 26.800 kmChange of ownership. See details
Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Facts on your V70
Did you know that the headlights of your V70 is 2.4 times more powerful than on a typical car in the same class? Read more.
See the difference in the headlight simulator
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt
15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt
2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.
3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt
13. Oct 2008 // 26.800 kmChange of ownership. See details
Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341
You have visited two Volvo dealerships within the last 12 months. Please rate your experience.
Volvo Greater Copenhagen, Copenhagen ØServiceQuality
Jens Hansen & Søn, Volvo, Copenhagen SServiceQuality
Rate your dealershipAre you completely satisfied with your Volvo dealership?
RATE
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Facts on your V70
Did you know that the headlights of your V70 is 2.4 times more powerful than on a typical car in the same class? Read more.
See the difference in the headlight simulator
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt
15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt
2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.
3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt
13. Oct 2008 // 26.800 kmChange of ownership. See details
Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341
You have visited two Volvo dealerships within the last 12 months. Please rate your experience.
Volvo Greater Copenhagen, Copenhagen ØServiceQuality
Jens Hansen & Søn, Volvo, Copenhagen SServiceQuality
Rate your dealershipAre you completely satisfied with your Volvo dealership?
RATE
My images See other Volvo V70 owners’ galleries
Want to tell us anything?Happy with your Volvo V70? Not entirely happy? We want to know!
SEND
EditZC 42 564Volvo V70 2.4. 2008.
Calculate residuals
Be safe
Your son is almost 3 now - you should upgrade his seat to the 3-5 year model. Read more.
BUY NOW
DKK 2.375,-Your Volvo Online price:
I have this already
Go to the Volvo Shop >
Fuel consumption
Zoom Eco driving
MY VOLVO ONLINE Account Add VolvoYou’ve got mail from Volvo Cars!
Owner to owner
4 x 17” ‘R’ alloys. Will fit YOUR car. DKK 1.500,- Northern Jutland.
Contact seller.See more used parts for YOUR car
Facts on your V70
Did you know that the headlights of your V70 is 2.4 times more powerful than on a typical car in the same class? Read more.
See the difference in the headlight simulator
Next ServiceDue in two months. Your dealer has an open slot this tuesday.
BOOK NOW
Messages from Volvo Cars1 June 2010C-pillar on your model needs additional rust prevention. Read more.
12 April 2010Your model is NOT among those needing control of the cooler fan. Read more.
15 Dec 2009 // 42,322 kmFan belt changed by John Jensen. See receipt
15 Dec. 2009 // 42,322 kmOil service by Anders ØstergaardSee receipt
2. Mar. 2009 // 38,789 kmBodywork by Mads JensenSee receipt. See insurance claim.
3. Jan 2009 // 31.314 kmRegular service, 30.000 km by Anders Østergaard. See receipt
13. Oct 2008 // 26.800 kmChange of ownership. See details
Service historyZC 42 564 // Volvo V70 2.4. 2008VIN: YV1BW64528175563341
You have visited two Volvo dealerships within the last 12 months. Please rate your experience.
Volvo Greater Copenhagen, Copenhagen ØServiceQuality
Jens Hansen & Søn, Volvo, Copenhagen SServiceQuality
Rate your dealershipAre you completely satisfied with your Volvo dealership?
RATE
My images See other Volvo V70 owners’ galleries
+TRANSPARENCY
+EFFICIENCY
+CONVERSATION
+DESIRABILITY
image by lordog on flickr.com
image by lordog on flickr.com
SO...
ACCEPT THAT TECHNOLOGY CHANGES MOST THINGS. CREATE AN ENVIRONMENT THAT IS READY FOR CHANGE
1.
UNDERSTAND THE DIGITAL DNA:DIGITALIZATION, GLOBALIZATION,DEMOCRATIZATION,SOCIALIZATION 2.
IF YOUR PRODUCT LACKS EFFICIENCY, TRANSPARENCY, CONVERSATION OR DESIRABILITY- ADD IT DIGITALLY 3.
BUILD A DIGITAL PLATFORM AND CONNECT YOUR PRODUCTS TO IT. THEN CONNECT THE PLATFORM TO THE SOCIAL WEB. 4.
image by johnniecraig.wordpress.com
image by johnniecraig.wordpress.com
THANK [email protected]@martindeinoff+46 733 113 172