Presentatie mo idec2011vs30

Bouwe Doeven, Nanterre 20/21 december 2010

Paris X / Master MOI

What perspectives for 21st Century MARKETING?

Bouwe Doeven, background

MSc Mech Eng. 1983 / MBA 1991 Philips Electronics 1984-1991 LPF Flexible Packaging 1991-1996 Van Leer 1996-1998 Owner BDC advies & interim-management 1998

Consultancy and temporary management. Teaching Business Administration

Traineeship in Monaco Worked in Germany Business in Europe & USA Private travels in Europe, USA, Turkey, Oman & India / Bhutan Multilingual Dutch, English, French, German and Frysian.


Questions How old is the internet? How old is the world wide web? [www] How are they different?


History of Data Communication 1837 Telegraph [Morse code] 1935 Telex [Phone pulse data transfer] 1970 packet switching between mainframe

computers [ARPANET, Telenet] , X 25 protocols.

1982 Internet, global network, TCP/IP 1990 WWW, hypertext,

Uniform Resource Locator (URL) and Uniform Resource Identifier (URI); the publishing language HyperText Markup Language (HTML); and the Hypertext Transfer Protocol (HTTP).

Networking

Drivers:Military informationAcademic information exchange and co-

operation.

1992 commercial activity allowed by Congress

1995 - end of commercial restrictions, National Science Foundation ends sponsoring.

Internet


Development / milestones 1992 - First Photo on Internet. 1996 - first Mobile Phone on Internet,

Nokia 9000 communicator. [WAP]

2007 - I-phone, iTunes interface, web 2.0 applications [Apps]

2008 - more phones then PC’s on internet. # of apps is exploding.

2009 network capacity becomes critical in big cities.

Rough Timeline of Web Technologies 1991 HTML 1994 HTML 2 1996 CSS 1 + JavaScript 1997 HTML 4 1998 CSS 2 2000 XHTML 1 2002 Tableless Web Design 2005 AJAX 2009 HTML 5 [still under development]


# internet Hosts




Semantic Web

I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize.– Tim Berners-Lee, 1999


Tim Berners-Lee programmed the first browser and the first server while working as a software engineer at CERN in 1980. He is director of the World Wide Web Consortium.

Syntax vs. Semantics; example Google Paris Hilton; 103 Mn hits [0.21 sec], Hilton Hotel Paris #44 Hilton Paris; 137 Mn hits [0.25 sec], photo’s Paris Hilton #1,

Hotel #2! Hilton Hotel Paris; 28 Mn hits [0.37sec]. Paris Hilton #11

[Wiki!] Hilton Hotel in Paris; 73 Mn hits [0.37 sec], Paris Hilton #5

[Wiki] Hilton hotel in Paris France; 3.6 M hits [0.18 sec], Paris

Hilton # 14! [Wiki]



Web 3.0

People keep asking what Web 3.0 is. I think maybe when you've got an overlay of scalable vector graphics - everything rippling and folding and looking misty — on Web 2.0 and access to a semantic Web integrated across a huge space of data, you'll have access to an unbelievable data resource."– Tim Berners-Lee, 2006


Web 2.0 vs. Web 3.0 Web 2.0

1.The Web as Platform

2.Harnessing collective intelligence

3.Data is next Intell inside

4.End of Software Release Cycle

5.Lightweight programming Models

6.Software above the level of a single device

7.Rich User experience

Web 3.0

1.The Platform as Market

2.Analysing Collected intelligence

3.Metadata is the next Intell Inside

4.Virtualisation of Software release Cycle

5.Automated Programming Models

6.Software below the level of sentience

7.Rewarding User Experience

Web evolution and impact on E-commerce en Online Advertising [Source: Yankee group 2008]

Yesterday Today Tomorrow

Web Evolution

Web 1.0 is about the world:Get everyone connected via internet

Web 2.0 is about like-minded people: Share and interact with others in the group

Web 3.0 is about the individual: Receive the right content at the right time from anywhere

E-CommerceEvolution

E-commerce 1.0:“Here is what we have”

E-commerce 2.0:“People who bought this also bought that”

E-commerce 3.0:“We believe this is what you are looking for

Online Ad Evolution

Online Ad 1.0:Static portals and display advertising [ e.g. Display and search]

Online Ad 2.0:Dynamic ad placement with contextual , behavioural, demographic and geographic targeting

Online Ad 3.0:“Personalized ad display based on user preferences, community and other characteristics


Requirements for Web 3.0

User defined data available about preferences

Coupling of data [e.g. whereabouts and preferences]

Networks that can handle all that traffic Cross-browser & version compatibility Better semantic mark up in web pages

(HTML 5) Technology to programme intelligence

(e.g., JQuery, etc.)


Issues [like on web 2.0] Safety Privacy Identity Abuse of data


Will it ever get safe on the web??

Marketing?

What are the opportunities for marketing when web 3.0/ the semantic web is reached??

Examples?


Marketing 3.0?


NEW

Marketing 3.0?


Web 1.0 Web 2.0 Web 3.0

Advertising Webpages Youtube Interactive ads

Selling E-bay Amazon

Groupon

Retaining Blogs Blogs

Co- marketing

Webforum Facebook adds/ twitter

Ambasador Facebook fanpages

NEW

# of Apps available2010 2011

Apple 250k 600k

Android 100K 500K


# of downloads2010 2011

Apple 10 billion 18 billion

Android 2 billion 10 billion

Android; 10 Billion downloads!


Apps and Marketing Users Want Useful Apps - Not Marketing

Focus on the customer need, as well as the business need.

Design for the right device: uncover which devices your customers use most.

Make sure your feature set fits the mobile experience: do not copy your website.

Most users are not interested in apps that are just marketing vehicles for a brand customers expect to get some value out of the app that is related to the brand and its products.

An app is not a "microsites“ . Apps should be well designed. Apps should be easier to use than the brand's website.

Possible Examples

Hinting on restaurants in the area Suggesting actions [mounting of snow

tires when near the garage when temperature at noon is below 7˚ C ]

Suggesting promotions on favourite products in the supermarket.

Suggesting appointments on suitable place/date/time. [Car service, dentist ]


App adjusts car seat! Smartfit™ phone-activated seat adjustment systemFaurecia has developed a new concept for automated seat positioning that takes the guesswork out of properly adjusting seats. SmartFit™ is an application for smartphones that automatically adjusts the vehicle’s seats to conform to the healthiest position for each occupant, controlling the seat wirelessly.

Where does it go beyond? Web 4.0? Computer becomes PA and makes

arrangements before you thought of it?


Example 4.0?

Social dinner shopping list composed by PC based on preferences and allergies of participants [via facebook] , PC orders it at preferred supplier and has it delivered on suitable time. Phone GPS starts oven when you are 30 min away from home.




Social / networking Media Facebook [2004]

> 800M users worldwide Value 100 B $ [125$/ user]$4.27 B earnings 2011

Twitter [2006]> 100 M users worldwideValue 8 B $ , turnover 150 M $

GoogleValue 205 B $, profit 29 B $

Myspace [ 2003]Value 35 M$



Facebook traffic

Threats

Privacy matters. “machines take the lead” How do we stay in control? Too much interaction?
