the future is omni commerce - yale school of management craddock_visa(1).pdf · worldwide social...

The future is Omni Commerce Alex Craddock

Senior Vice President, North America Marketing Visa Inc. @THEAlexCraddock

| The future is Omni Commerce | May 9, 2014 2

Forward-looking statements and disclaimer This presentation may contain forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. These statements can be identified by the terms “objective,” “goal,” “strategy,” “opportunities,” “continue," “can,” "will" and other similar references to the future. Examples of such forward-looking statements may include, but are not limited to, statements we make about our corporate strategy and product goals, plans and objectives. By their nature, forward-looking statements: (i) speak only as of the date they are made, (ii) are neither statements of historical fact nor guarantees of future performance and (iii) are subject to risks, uncertainties, assumptions and changes in circumstances that are difficult to predict or quantify. Therefore, actual results could differ materially and adversely from those forward-looking statements because of a variety of factors, including the following: macroeconomic and industry factors such as currency exchange rates, global economic, political, health and other conditions, competitive pressure on customer pricing and in the payments industry generally, material changes in our customers' performance compared to our estimates; systemic developments such as disruption of our transaction processing systems or the inability to process transactions efficiently, account data breaches involving card data stored by us or third parties, increased fraudulent and other illegal activity involving our cards; and the other factors discussed under the heading "Risk Factors” in our most recent Annual Report on Form 10-K and our most recent Quarterly Reports on Form 10-Q. You should not place undue reliance on such statements. Unless required to do so by law, we do not intend to update or revise any forward-looking statement, because of new information or future developments or otherwise.

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Agenda

• Evolution of commerce

• What is Omni Commerce?

• Three characteristics of Omni Commerce

• Adapting marketing for an Omni Commerce world


“Money was not coin, currency or credit card. That was form, not function… Digital money will be a universally accepted global currency” Dee Hock, 1950

Founder and former CEO, Visa


A promise

Best way to pay and be paid for everyone, everywhere


Evolution of commerce

Global media consumption week

% media consumed digitally

% global mobile penetration

Digital commerce (US$)

2000

Past

60 hours

15%

12%

$286 billion

75 hours

67%

90%

$1.25 trillion

90 hours

80%

99%

$1.90 trillion

2013

Present

Physical Digital

Social

Physical Digital

2020

Future

Omni Commerce


Omni Commerce

Total convergence of commerce across

physical, digital, and social dimensions

providing a consumer-centric, intelligent

and seamless experience for consumers


Evolution of commerce

Intelligent communication

People powered

Seamless experience


People powered

1.85B worldwide social

media users by 2014 60% of U.S. media users

create reviews

92% of consumers trust friend’s

recommendations


Evolving Payments Together People powered

SOCIAL at the core

Connected Influential Powerful


People powered



620M+ mobile searches

globally each day 73% of shoppers using

smartphones in store

87% of retailers believe consumers can find better deals online



BE anticipatory

Leverage data more than ever

Understand customers as individuals


Seamless experience

3.4X more likely to

conduct mobile commerce if

own smartphone and tablet

83% would choose

retailer based on how easy it was to

manage multichannel interaction

~450M number of global mobile payment users projected

in 2016


Seamless experience

People don’t want to change their behavior to interact with a brand

Solve for the experience at the idea level


Summary

• Omni-Commerce: the future isn’t that far away

– A total convergence of commerce across physical, digital and social which will not only transform the way consumers pay, but how they interact with brands, products, people, social networks and physical environments

– Consumer centric, where purchase experiences will conform to consumer behaviors and occur in a totally integrated, value-added, seamless experience

• “Social by design” marketing is critical to success

– Embrace the shift to a more people powered economy and build communication programs that put people at the center of your business and ideas

– Deliver intelligent communications using data and hyper-relevant value-added information and content to enhance the purchase experience

– Enable seamless experiences across marketing channels by enabling consumers to experience a brand idea in the way that they are used to behaving

the future is omni commerce - yale school of management craddock_visa(1).pdf · worldwide social...

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