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TRYG Keynote

ash@ilab.dk / 61650768
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Sputnik5 by Innovation Lab

on 19 November 2018

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Transcript of TRYG Keynote

TRYG
COMPETITIVE LANDSCAPE
DIGITALE/TECH OPPS
Distribueret transaktionsdatabase
Platform/Peer-2-peer
Samtykkeløst (Frit for alle)
Automatiseret konfliktløsning
1. Intet indbrud = ingen kontakt

2. Kunderne vil ha' sikkerhed ikke sikkerhedskameraer
Intelligente abonnementer
Fra +$70 én gang
...til $10/måned
To insights:
- Kundekontakt sker kun ved indbrud eller fejl
- Kunder vil ha' sikkerhed ikke sikkerhedskameraer
AUTONOMI
Sikkerhed
Gentagelser
Convenience
Omkostninger
Microfication of services (E.g. B2C2C)
"Listeners are Better Innovators"
Tim Brown, IDEO
http://www.friendsurance.com
https://heyguevara.com
Person-til-Person bilforsikring
BETAL KUN FOR DET DU KØRER
https://www.metromile.com/insurance/
Sputnik5 by ILAB
Mere tilbøjelig til at betale fuld pris
Større sandsynlighed for anbefaling
Koster mindre at servicere
Større forbrug over tid

Apps stjæler din tid
Computer-hjulpne mennesker
Distribuering af opgaver
Procesautomatisering
Bot-hjulpne mennesker
Menneske-hjulpne bots
Smal kunstig intelligens
Generel kunstig intelligens
Bots giver dig tid
"Din hjerne er et dovent stykke kød"
Gregory Berns, neuroscientist
...der belønner vanetænkning og gentagelser.
I kommer til at elske begge dele...
Fra automatiseret mail-anbefalinger til online-anmeldelser af lokale forretninger
Fra video-datingsite til deling af videoer
Fra billeddeling-funktion i online spil til billeddeling for alle
It’s the 1940s, and on tiny islands throughout the South Pacific, some of the last hunter-gatherer societies on Earth are living primitive, tribal lives.

Then one day, huge boats arrive. White men emerge and start clearing huge paths across fields. Giant metal birds land on the paths and unload massive boxes of cargo: food, equipment, tools, weapons, and so on. Amazing riches and new technology flood the island.

These are U.S. military troops landing. World War II is spreading across the southwest Pacific, and the Americans are establishing military bases to combat the Japanese.

But the islanders know nothing of this broader theater of war. To them, it simply appears that these strange visitors are engaging in a bizarre ritual – clearing land, marching, building monuments – and deliveries of amazing technology just appear as a result.

The war ends, and the troops leave. And with them, the flow of goods dries up.

What do the islanders do? The obvious thing, at least to them: they recreate the conditions that brought about the success they just witnessed. They dig long airstrips in the dirt. They build control tower huts out of bamboo and full-scale replicas of airplanes out of twigs and branches. And then they wait for the goods to arrive.

Of course, the goods never do arrive, no matter how many fake airplanes they build. And the reason is obvious from the outside: simply emulating the external properties of success doesn’t bring about a repeat of that success.

Just doing what you see someone else doing won’t necessarily work for you.
‘Focus on the things that don’t change’
SP til competitive landscape
DATA-DREVNE FORRETNINGSMODELLER
Airbnb: brugeren i centrum
PROBLEM-FORELSKELSE
Digital goods are, in many cases, substantive innovations relative to their physical
counterparts. Yet, in five experiments, people ascribed less value to digital than to physical versions of the same good. Research participants paid more for, were willing to pay more for, and were more likely to purchase physical goods than equivalent digital goods, including souvenir photographs, books (fiction and nonfiction), and films. Participants valued physical goods more than digital goods whether their value was elicited in an incentive compatible pay-what-you-want paradigm, with willingness to pay, or purchase intention. Greater capacity for physical than digital goods to garner an association with the self (i.e., psychological ownership), underlies the greater value ascribed to physical goods. Differences in psychological ownership for physical and digital goods mediated the difference in their value. Experimentally manipulating antecedents and consequents of psychological ownership (i.e., expected ownership, identity-relevance, perceived control) bounded this effect, and moderated the mediating role of psychological ownership. The findings show how features of objects influence their capacity to garner psychological ownership before they are acquired, and provide theoretical and practical insights for the marketing, psychology, and economics of digital and physical goods.
INTRO
Top Down
Bottom Up
DESIGN EVOLUTION
Pivot-typer:
Zoom in-pivot (fokus på én feature)
Zoom out-pivot (
Customer-segment-pivot (behold funktionalitet - nyt segment)
Customer need-pivot
Platform-pivot (ny vækstmodel via ny platform)
Forretningsarkitektur-pivot
Value Capture-pivot
Engine of growth-pivot
Channel-pivot
Technology-pivot
Pivot kan handle om at omkonfigurere eksisterende
+ https://medium.com/@Kromatic/the-taxonomy-of-the-lean-startup-pivot-c57b6236720a
FRA
TIL
FØR: Løs problem hurtigt
IDAG: Løs problem nu
SNART: Undgå problem
Samtale-intelligens
BETA + HORISONTALER
Martin Schorling
Strategy Lead @ Innovation Lab

Co-Founder @
Sputnik5 by Innovation Lab
Engineer.it

Business Development Engineer
Master of Management
Anders Sahl
Innovation Lead @ Innovation Lab

Co-Founder @
Sputnik5 by Innovation Lab
Unsilo

MSc. Innovation Management
TROV
http://www.bimamobile.com/
https://www.revolut.com/dk/travel-insurance
https://www.maxbupa.com/
https://www.raconteur.net/risk-management/5-ways-insurance-is-breaking-with-tradition
https://www.heybrolly.com/
...
Uafhængige af tid og teknologi
Begrænsning
Nysgerrighed
MANGE VEJE TIL LØSNINGEN
.... hvordan tror I de har det med forsikring?
Komplekse oplevelser
Brudt tillid
Overflødige mellemled
Begrænset adgang
Lavere bruttoavance
Mindre markeder
Simplere produkter
"
Only the paranoid survive
"
Andy Grove

Products &
Services
Business
models
Strategy
Organisation
Purpose
insuretech anno 2018
Kampen om mindshare
Skræddersyet service
Stort kendskab til kunde
Forudseenhed i løsninger
FØR: Desktop app + OS

IDAG: Apps + OS / Browser + Website

SNART: Messaging/Voice + Butlers/Bots/AI
Kognitivt overhead
...eller hva'?
HVILKEN DATA HAR VI?
HVAD KAN VI BRUGE DEN TIL?
HVAD MANGLER VI?
super-niche /situationsspecifik
auto
sundhed
hus
Super-niche
P2P / Crowd-baseret
Hardware-powered
Pay-as-you-go
(digital) Customer experience
ai
gang

Ladder sundhedsforsikring
Lemonade løsøreforsikring
Cover
HVAD skal forsikres i fremtiden?

HVEM skal forsikres i fremtiden?

HVAD er de nye risici?

HVEM skal gøre det? Eller vil...
"People are not gonna buy insurance without talking to a human."

"I don’t trust bots. I need my NPS"

Anita Sathe
Chief Strategy Officer at CoverHound
forsikring
tech
CONNECTIONS
Full transcript