The Experiential Revolution

THX S1 Matrix Partners preso! Survey S1 The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us. This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu. I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and Travels to Clients SFDC 10-K Survey iPhone Blackberry Android Windows Phone Nokia None iPad Not iPad Tablet Smartphone Laptop Desktop PC & Mac Devices Smartphone Tablet Laptop Desktop Confidential Certification Code F345-7 What is mobile? Mobile? Mobile originates from 'Mobile Phone' In a way Mobile Devices are fixture of an overall journey Grégory @Roekens CTO James Watt (1736-1819) Tim Berners-Lee (1955-) Revolution Steam Power Web Power Industrial Revolution Experiential Revolution The Experiential Revolution and the mobile element is the experience you get through the journey Experience Virtual Assistant Sight (Camera) Hearing (Microphone) Touch (Touchscreen) Smell Taste Innovations Undifferentiated Competitive Position Differentiated Market Pricing Premium Commodities Extract Experiences Stage Goods Make Services Deliver The Progression of Economic Value Self-actualisation Esteem Love/belonging Security Physiological Peak Experience Maslow Hierarchy of Needs sudden feelings of intense happiness and well-being, wonder and awe Product Promotion Experience Exchange Evangelism Marketing Re'Mix New Rules for Marketing Place Price Everyplace 4Ps PREZI to 4Es Data Information Knowledge Wisdom Vision 40% 30% 20% 10% Processed Processed Processed Processed 1 Wisdom Knowledge Vision Data Processed Information Data 4 1p 10p £100 £10 £1 Value 2 Information Data Processed Wisdom Knowledge Data Vision Data-handling technology allows human cognitive energy to shift upward Vision Data ------------------------ Data Processed Knowledge With automated semantic processing, cognitive allocation shifts to Wisdom and Vision Information Wisdom Semantic Web 3 10% 90% much is ? How it worth Salt Olive New York Tomato Worcester 1939 1921 Jesel Petiot Paris Celeri Ingredient Recipies Ingredient Recipies Ingredient Year Year Inventor Inventor City City Bloody Mary Ackoff's allocation of mental space ------------------------ Qwiki.com relfinder.dbpedia.org Data Processed Hierarchy of Understanding Data As Currency UI Jeff Hawkins So I wulod lkie to try a ltitle eprienxce. No dubot you hvae seen tihs borefe. As lnog as the frist and lsat ltetre is in the smae palce you can raed tihs eevn if yo'rue not Wlseh. if you try to read this you feel seasick Intelligence is not characterised by behaviour but by our ability to predict AI What attributes would the best PA have ? Knows EVERYTHING about you 'Predict' all your needs & wants Total personalisation requires total transparency and that is the price or how about this one ... you have no problem reading this sentence in this flow however Search Engine Do Engine Balance and acceleration (accelerometer) Localisation (GPS) Orientation (Compass) Temperature (through apps) Key Take out MADMEN MATHMEN Can Mad Men Survive In This New World MATHMEN b.(u-Neek) 2 Hypothesis NERD GEEK Marketing Scientists Creative Technologists Customer Intelligence Customer Experience Marketing Technology THANKYOU e: roekensg@amvbbdo.com w: amvbbdo.com tw: @roekens CTO b: roekens.posterous.com b: huffingtonpost.com/gregory-roekens MATHMEN Q.E.D. Personalisation How do you 'influence' a Robot? Machine to Machine Relationship Undifferentiated Competitive Position Differentiated Market Pricing Premium Extract Commodities Experiences Stage Goods Make Services Deliver The Progression of Economic Value x x x x x x x x Experience is the new holy grail Experience = Mobile = Device Connected Consumers want Connected Experiences Virtual Assistants are your new best friend Data has a Currency Search Engine to 'Do' Engine 4 P's is now 4 E's Stage Experiences CxM = b.EPIC & b.uNeek We're all going to have a PA CxM = b.(E-P-I-C) Customer Experience Management CxM strategy have to include the following Five Pillars 1. Environment 3. Brand 5. Platform 4. Interface 2. Customer b.(u-Neek) 2 CxM = b.(E-P-I-C) Connected Consumers want Connected Experiences Thank you ------------------------ ------------------------ ------------------------ ------------------------ UI + AI We building a global brain are where databases are neurons And synapses are API's Smartphones start to have human characterics and a brain What is Semantic Web? Let's do a quick test ... The next window will show a series of words. Guess what it is and while you do, remember, that's how search engine sees the web ... Semantic add context to words so 'knowledge' can be deducted more easily