DAVID SABLEGLOBAL CEO, Y&RMOBILE WORLD CONGRESSFEBRUARY 2016

MOBILE DISRUPTION?

WARNINGWARNING WARNING…

DISRUPT OR BE DISRUPTED!

LET’S TAKE A STEP BACK

SOCIETY HAS ALWAYS ADVANCED EXPONENTIALLY THROUGH DISRUPTION

CAVE PAINTING GUTTENBERG PRESS

TODAY’S REALITY

“SAN FRANCISO TECH CULTURE IS FOCUSED ON SOLVING ONE PROBLEM: WHAT IS MY MOTHER NO LONGER DOING FOR ME?”

— VANITY FAIR SEPTEMBER 2015

DISRUPTION VS EVOLUTION THE DIGIBABBLE CONUNDRUM

“AMAZON DISRUPTS THE LAST MILE!” — YOUTUBE

“20 YEARS OF AMAZON: 20 YEARS OF MAJOR DISRUPTIONS” — USA TODAY

AMAZON

SEARS MANIFESTO 1897

It is the Policy of Our House to Supply the Consumer Everything on which we can save him money, goods that can be delivered at your door anywhere in the United States for less than they can be procured from your local dealer.

“AMAZON IS RIPE FOR DISRUPTION” — FORBES

INVESTMENT IN DELIVERY START-UPS UP 1,100% Y/Y “Trying to duplicate what local pizza shops have been doing

for decades—usually for free—is not necessarily innovation…” — New York Times Jan 2016

“THE SILICON VALLEY BUZZWORD [“DISRUPTION”] HAS THE AFTERTASTE OF A SUCKED BATTERY. IT DOESN’T EVEN MEAN ANYTHING ANYMORE…”

— THE GUARDIAN

INNOVATORS NEED A NEW FOCUS

DISSIDENCEA dissident, broadly defined, is a person who actively challenges an established doctrine, policy, or institution. When dissidents unite for a common cause they often affect a dissident movement. dis·si·dence

BREAKING CONVENTION

IT’S ABOUT

“CVS/PHARMACY WILL STOP SELLING CIGARETTES AND ALL TOBACCO PRODUCTS AT ITS MORE THAN 7,600 STORES NATIONWIDE.”— PRESIDENT AND CEO LARRY MERLO

“A YEAR LATER, CIGARETTE SALES REDUCED BY 1% IN 13 STATES” —  CVS HEALTH CLAIMS, SEPTEMBER 2015

ACTING OUTOF CONVICTION

HUMMUS SHOP OWNER OFFERS 50% DISCOUNT TO JEWS AND ARABS WHO EAT TOGETHER"Are you afraid of Arabs? Are you afraid of Jews? By us there are no Arabs, but also no Jews. We have human beings! And real excellent Arab hummus! And great Jewish falafel!”-NPR Oct 2015“The idea’s been well received by Arabs and Jews alike, as well as people online from as far as Japan, Brazil, UK, Switzerland, Italy, and Arab countries..”— KOBI TZAFRIR, OWNER OF THE HUMMUS SHOP

PEOPLE FIRST.NOT MOBILE FIRST.OR ANYTHING FIRST

“FACEBOOK'S '2G TUESDAYS' SIMULATE SUPER SLOW INTERNET IN THE DEVELOPING WORLD”-THE VERGE Oct 2015

CHANGINGTHE WORLD

EDUCATE THROUGH

TEXTSIn South Africa, reTHINK Education presents subject matters in a chat format as if someone was ''text messaging the student the topic...”

“Users are most active between 4am and 8am while travelling to school.”— Timeslive.com Jan 2016

DRIVENBY EMPATHY

A new prosthetic arm can be endlessly customized with Lego pieces so that kids can make it whatever they want it to be.”

—WIRED July 2015

“LEGO MAKES EVERYTHING BETTER—EVEN A PROSTHETIC FOR KIDS….

& FOR THOSEWHO NEED IT MOST

GRAND PRIX, MEDIAGOLD, MEDIASILVER, CREATIVE DATA, PROMO & ACTIVATIONBRONZE, MOBILE

DOES NOT DEPENDON BEST-IN-CLASS TECH

SMS SOSMEXICOCANNES WINNER 2015CREATIVE DATA

SMART VS.FOLLOWING THE HERD

SMASHED ITOLD FASHIONED WAY

BROKE RECORD FOR SINGLE WEEK SALESTICKETS TO HER US CONCERTS SOLD OUT IN MINUTES

ADELE

WAY, WELLWHILE THE SNAPCHAT

LAUNCHING ON SNAPCHAT, HER FIRST ALBUM IN 20 YEARS THAT DIDN'T MAKE IT TO NUMBER ONE.

MADONNA

TWO FINALTHOUGHTS

“PROFIT IS SOMETHING AMAZON HAS TRAINED WALL STREET NOT TO EXPECT.”

- New York Times Jan 2016

We can change the world with the tools we have. Or we can watch them be used against us.

#beadissident

DAVID.SABLE@YR.COMWEEKLYRAMBLE.COM@DAVIDSABLE

THANK YOU!