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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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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
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& In
sura
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Match Supply/Dem
and u
& InsuranceCo
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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