History doesnt repeat itself, but it does rhyme. Mark Twain 1.Both launched their companies based on innovations in infrastructure. 2.Both launched with a single product that was in high demand. 3.Both used transparent pricing. 4.Both used personalization in marketing. 5.Both brands grew rapidly through WOM. Anytime there is significant innovation occurring in infrastructure that transforms how people are connected, it ultimately becomes disruptive to commerce Infrastructure 20 th Century Late 19 th to early 20 th Century Late 20 th to early 21 st Century InfrastructurePlatforms 20 th Century Late 19 th to early 20 th Century 20 th Century Late 19 th to early 20 th Century Late 20 th to early 21 st Century InfrastructurePlatformsApplications 20 th Century Late 19 th to early 20 th Century 20 th Century Late 19 th to early 20 th Century 20 th Century Late 19 th to early 20 th Century Late 20 th to early 21 st Century 1.Innovation at the infrastructure level creates new channels for connecting with consumers 2.Innovation at the platform level creates highly valuable companies that produce an entirely new business ecosystem around them 1.Innovation at the infrastructure level creates new channels for connecting with consumers 2.Innovation at the platform level creates highly valuable companies that produce an entirely new business ecosystem around them 3.Innovation at the application level quickly shifts consumer demand as Their access to knowledge and information expands Their social network expands Their awareness of options and pricing expands MoSoLo Early 21 st Century InfrastructurePlatformsApplications MoSoLo Early 21 st Century InfrastructurePlatformsApplications They Keep Us Connected Facebook will serve more than 1 billion active monthly users worldwide Twitter is accessed by more than 100 million active monthly users Foursquare is following Twitters growth trajectory with more than 12 million registered users MoSoLo Early 21 st Century InfrastructurePlatformsApplications 1. The majority of businesses operate at the application level. Easily displaced Infrastructure innovation viewed as disruptive Leadership team turnover 1. The majority of businesses operate at the application level. 2. Brands need to innovate at the platform & application level. Easily displaced Infrastructure innovation viewed as disruptive Leadership team turnover 1. Data & Technology 2. AOR 1. Data & Technology 2. AOR 3. CMO+ 1. Data & Technology 2. AOR 3. CMO+ 4. Innovate