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1 May 2, 2012 The key to “faster than real time”? ANTICIPATION with Jeremiah Owyang

LeWeb Keynote, London, 2012: Jeremiah Owyang

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Page 1: LeWeb Keynote, London, 2012: Jeremiah Owyang

1

May 2, 2012

The key to “faster than real time”?

ANTICIPATION

with Jeremiah Owyang

Page 2: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

2

Thomas Friedman, 1995

“I am dubious that Amazon will ever generate the huge profits that their stock prices suggest”

Page 3: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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“Remote shopping, while entirely feasible, will flop - because women like to get out of the house, like to handle

merchandise, like to be able to change their minds.”

TIME, 1966

Page 4: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

4

“There is no chance that the iPhone is going to get any significant market share.”

Steve Balmer, 2007

Page 5: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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The world will end in 2012

Page 6: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Page 7: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

5 factors

5 FACTORS

3 factors

3 FACTORS

5 factors

5 FACTORS

advocacyawareness consideration intent purchase support loyalty

5X3X5=75

75X7=525

7

Page 8: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Page 9: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Altimeter Research Themes:

Dynamic Customer Adaptive

Organization

Sentient World

Page 10: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

With so many choices, consumers are empowered to take the most efficient journey.

Dynamic Customer Journey10

Page 11: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

Dynamic Customer Journey“How can inflexible organizations synchronize with the changing customer?”

Page 12: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

250 Million Photos are uploaded to Facebook

Dynamic Customer Journey

If printed, the stack would be as tall as 80 Eiffel Towers

Page 13: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

Tesco customers scan and purchase goods in virtual subway supermarkets

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Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New

members rose by 76% after the first implementation and online sales increased by 130%. This was deployed in Seoul.

Page 14: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Dynamic Customer Journey

Page 15: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Questions You Must Answer

What new sources of information influence the journey of your specific customers? About 5% of companies are able to automate -Eloqua

How do experiences on devices and across channels shift?

If companies can provide highly contextual information to customers, does advertising evolve to something else?

Page 16: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Altimeter Research Themes

Dynamic Customer Adaptive

Organization

Sentient World

Page 17: LeWeb Keynote, London, 2012: Jeremiah Owyang

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What’s smarter: A college grad

or your future fridge?

Two: Sentient World

Page 18: LeWeb Keynote, London, 2012: Jeremiah Owyang

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Break out of narrow ways of seeing

Page 19: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Everything emits information

Page 20: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

Find the right bulb with GE’s Moodometer20

Page 21: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

‘Smart Pajamas’ is just one of many body-monitoring use cases

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Canadian telecom Rogers Communications is creating protocols that allows data to stream from sensors in clothing to parents’ smartphones and other mobile devices – measuring body temperature and movement, specifically.

Page 22: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Inamo, a digital restaurant in London

Page 23: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

Google is testing Project Glass in the wild23

While Project Glass isn’t yet as advanced as the popular video indicates, the idea of a true augmented reality creates thousands of use cases for consumer use.

Page 24: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Questions You Must Answer

If everything emits data, how will we sort intelligence from noise?

Beyond traditional communication, how will consumers communicate with in-animate objects? How will these interactions be measured?

At what point does this new world become self-sufficient beyond human intervention? Which companies will benefit from this?

Page 25: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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How are you reading the game?

Page 26: LeWeb Keynote, London, 2012: Jeremiah Owyang

© 2012 Altimeter Group

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Altimeter’s Research Themes

Dynamic Customer Adaptive

Organization

Sentient World

Page 27: LeWeb Keynote, London, 2012: Jeremiah Owyang

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May 2, 2012

Learn how to read the

gameAltimeterGroup.com

[email protected]

@jowyang