virtual reality und marketingorganisationen der zukunft
TRANSCRIPT
Virtual Reality & The Future of Marketing Organizations Learning from the Future
Alissia Iljaitsch, Digital Innovation StrategistMarketing Club MunichFebruary 4th, 2016@ailljaitsch
@ailjaitsch #VR #AR
WHY SHOULD WE CARE?
By 2020 Virtual- and Augmented Reality is expected to reach
$150 B *Digi-Capital Augmented Virtual Reality Report Q2 2015
@ailjaitsch #VR #AR
VIRTUAL vs. AUGMENTED REALITY
Oculus: Most notable Exit: $2B
*Digi-Capital Augmented Virtual Reality Report Q2 2015
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VIRTUAL vs. AUGMENTED REALITY
*”Her”
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VIRTUAL vs. AUGMENTED REALITY
Raised another $793.5 million at a $4.5 billion valuation
*www.forbes.com, February 3rd, 2016
@ailjaitsch #VR #AR
WHO IS LEADING THE PACK?
@ailjaitsch #VR #AR
BRANDS & Start-ups / Volvo VR
• Volvo, Audi, Castrol (CGI capabili6es) • VR Cinema • 3D Graphics & Anima6on
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BRANDS & Start-ups / Audi VR
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BRANDS & Start-ups / VR Cinema
*www.verbia.de
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AGAIN...WHY SHOULD WE CARE?
VR BIGGEST DISRUPTION FOR FILM, TV, ENTERTAINMENT, MEDIA, SOCIAL MEDIA, CONTENT, COLLABORATION & EDUCATION
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INDUSTRY DISRUPTION
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„EMPATHY MACHINE“
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BBC VR INNOVATION LAB
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OPPORTUNITY NOW
ENGAGE NEW DEMOGRAPHIC WITH A SIGNIFICANT EMOTIONAL BRAND EXPERIENCE
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BACK TO REALITY...
+ VISION & UNDERSTANDING OF VR + CAMPAIGN & LAUNCH PLANNING + BUDGET PLANNING + RESOURCE PLANNING + RETURN ON INVESTMENT + GUARANTEE FOR AN A+ RESULT + KNOW-‐HOW & PARTNER NETWORK + RESPOSIBILITY OF YOUR ROLE
...OOOPS THERE GOES GRAVITY.
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LOSS OF GRAVITY
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CORPORATE IMMUNE SYSTEM
The Innovator
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THE CHALLENGE
WHAT DO WE DO IF THERE IS NO BEST PRACTISE AND RISK? HOW CAN ORGANIZATIONS LEARN FROM THE FUTURE?
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GOOGLE GLASS
*Vectorform
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HUMAN MACHINE INTERACTION
*Mediaplus
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THE TEAMS & GOALS
TEAMS GOALS MARKETING BRAND VALUES & AWARENESS PRODUCT MARKETING PRODUCT COMMUNICATION LAUNCH MANAGEMENT TIMING & PROCESS EVENT MARKETING REACH AND PROCESS
HARDWARE OEM DISTRIBUTION & AWARENESS
CREATIVE AGENCY CREATIVE VISION MEDIA AGENCY REACH EVENT AGENCY PROCESS
USER EXPERIENCE & TECH PARTNER INNOVATION & TIME CGI & CONTENT PARTNERS PRODUCTION TIME
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THE CHALLENGE
COMPLEXITY REQUIRES TO
MOVE THE TEAM FROM
„EGOCENTRICITY TO ECOCENTRICITY“
*Scharmer, MIT Organizational Learning
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LEARNING FROM THE FUTURE
TEAM CONFIGURATION TECHNICAL EXPLORATION PROTYPING & TESTING ASSET PRODUCTION EXECUTION
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THE ESSENCE OF EXPLORATION
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ONE SHOW AWARD NEW YORK, VOLKSWAGEN
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HELLO WORLD
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HELLO WORLD
@ailjaitsch #VR #AR
GET IN THE DRIVER´S SEAT & BE READY TO LEARN.
OWN YOUR VISION.
TRANSFORMATION IN A NUTSHELL
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THANK YOU
Dr. Kimo QuaintanceCreative Director
Alissia IljaitschDigital Innovation Strategist
@ailjaitsch #VR #AR
FOUR LEVELS OF LEARNING & CHANGE
1. REACTING: Manifest Ac6on 2. REDESIGNING: Process & Structure 3. REFRAMING: Thinking 4. PRESENCING: Source of Inten6on
& Crea6vity
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YOUR CHALLENGE
MOVING FROM EGOSYSTEM TO ECOSYSTEM