auto futures ... trends, innovation and marketing

GAMECHANGERSChanging the game of automotive marketing

Professor Peter FisktheGeniusWorks.com@geniusworks

Changing the Game

World Changing

The Future of Marketing

World Changing

VolatileUncertain

ComplexAmbiguous

VibrantUnrealCrazyAstounding

Anything is possible

Your future for $99

Robot heart surgery

Uber and beyond

Harley Davidson

Amazon Dash

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Dynamic markets

Global internet for all

Xiaomi, the new Apple

Worldchanging decade

2010Pop 6.9BnGDP $63T

G7

2020Pop 7.7BnGDP $90T

E7

E7 = China, Malaysia, Chile, Poland, Peru, Mexico, Philippines

Tectonic shifts

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EastSmall

WestBig

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ProfitVolume

ImaginationCapability

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CollaborativeIndependentDisruptingEvolving

ConsumerPull

Individual

BusinessPush

Average

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Change drivers in the automotive market

Urbanisation

Carbon reduction

China and India

Change drivers in the automotive market

AI and robotics

Connected cars

Supply consolidation

Fuels and charging

Car insurance

Car design

Brands to trust

Owning v sharing

Driverless cars

EMOTIONAL

INTUITIVE

CONNECTED

RATIONAL

ANALYTICAL

FOCUSED

INTELLIGENT + IMAGINATIVE

TODAY + TOMORROW

Changing the Game

World Changing

Redefining markets

Shaping the future+genius

Audacious ideas

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es

1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. Narayana Hosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight

1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Trader Joe’s9. Yihaodian10. Zappos

1. Apple2. Beauty’in3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova

1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi

1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars

1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla

1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri

1. Ashmei2. Beats3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Tom’s

1. Aspiration2. La Caixa3. Fidor4. First National5. Moven6. M-Pesa7. Robinhood8. Square9. Umpqau10. Zidisha

1. Al Jazeera2. Coursera3. Netflix4. Periscope5. Pledge Music6. Red Bull7. RiotGames8. Ushahida9. ViceMedia10. WeChat

futureproduct futurefashion futurefood

futurehealth futuretech futuremakersfuturebank

futuretravel

N/S American brands European brands African/Arab brands Asia/Pacific brands

futuremedia

This image cannot currently be displayed.

1. Ashoka2. AzuriTech3. Graal Bio4. IBM5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator

1. Bitcoin2. Bhutan3. City FC4. The Elders5. Lovemarks6. ParkRun7. Planetary Res8. WWF9. Zoe Suggs10. You

futureservice futurebrands

© Peter Fisk 2016peterfisk@peterfisk.com

GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS

futurestore

audacious

networked

intelligent

Change

Whyenabling

collaborative

Changing the Game

World Changing

The Future of Marketing

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What makes a great marketer today?

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Zoom in and Zoom out

Inspirations for automotive marketing

GE Brilliant Machines Amazon Dash instant delivery Nespresso Club

Scanadu health tracking Netflix subscription Rapha Cycle Club

3D Hubs print on demand ARM technology design Tesla’s Supercharger Network

Inspirations for automotive marketing

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Nespresso

Nespresso

GE Brilliant Machines Amazon Dash instant delivery Nespresso Club

Scanadu health tracking Netflix subscription Rapha Cycle Club

3D Hubs print on demand ARM technology design Tesla’s Supercharger Network

Inspirations for automotive marketing

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Tesla Motors

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Tesla Motors

GE Brilliant Machines Amazon Dash instant delivery Nespresso Club

Scanadu health tracking Netflix subscription Rapha Cycle Club

3D Hubs print on demand ARM technology design Tesla’s Supercharger Network

Inspirations for automotive marketing

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What makes a great marketer today?

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What makes a great marketer today?

CustomerChampion

BusinessInnovator

GrowthDriver+ +

What makes a great marketer today?

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How to be customer-centric?

CustomerChampion

© Peter Fisk 2015More details in the new “Gamechangers” book +genius

CustomerBusiness

1. Think like a customer, from outside in

Commodityproduct

Brandedproduct

Personalservice

Brandedexperience

Customer’sexperience

Distinctivedesign

Empatheticdelivery

Integratedjourney

Enabling more

2c coffeebeans

20c brandedcoffee

$2 coffeein store

$20 lunchwith friends

Ad

ded

val

ue th

roug

h d

iffer

entia

tion

Added value through relevance

2. Enabling customers to achieve more

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What makes a great marketer today?

CustomerChampion

BusinessInnovator+

How to find new opportunities?

© Peter Fisk 2015More details in the new “Gamechangers” book +genius

3. Reframing the space you work in

Why

What

Movement Collaborative

Customer

Customer Customer

CustomerCustomer

Customer

Brand-enabled

community

Co-enable Co-design

Co-create

Co-sellCo-support

Co-consume

4. Innovating with your customers

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What makes a great marketer today?

CustomerChampion

BusinessInnovator

GrowthDriver+ +

How to drive new revenues?

Make and distribute

business model

eg CocaCola

Microsoft

Spectrum retail

business model

eg Amazon

Marks & Spencer

Make and sell direct

business model

eg BMW, HSBC

Niche retail

business model

eg ToysRUs, Wiggle

License to make

business model

eg ARM, Ed Hardy

Curated retail

business model

eg Fab,

Positive Luxury

Membership club

business model

eg Costco,

Quintessentially

Crowdfunded ventures

business model

eg Kickstarter,

Zidisha

Opensourced

community

business model

eg RedHat, MySQL

Subscription payment

business model

eg FT.com, Graze

Buyer and seller

marketplace

business model

eg Etsy, NYSE

Micro payments

business model

eg Flattr

Grameen Danone

Collaborative

consumption

business model

eg Buzzcar, Regus

Regular Replacement

business model

eg Gillette,

Nespresso

Branded Consortia

business model

eg Cisco, Spar

Advertising or

Sponsorship

business model

eg Google,

Metro Newspapers

Listed or Promoted

business model

eg Monster Linkedin

Network builders

business model

eg Hotmail, Twitter

Demand then Made

business model

eg ZaoZao,

Threadless

Auction retail

business model

eg eBay, Sotheby

Knowledge and time

business model

eg McKinsey, Harvard

Franchised retail

business model

eg McDonalds,

Subway

Certification and

endorsement

business model

eg ISO, Verisign

Remainder retail

business model

Eg Saks,

Vente Privee

Multulevel

marketing

business model

eg Tupperware,

Natura

Group buying

business model

eg Groupon,

Huddlebuy

Reverse auction

business model

eg Priceline

Freemarkets

Shared rental

business model

eg Zilok, Hilton

Tradeable currency

business model

eg Bitcoin Air Miles

Freemium pay within

business model

eg Angry Bird,

Coursera

Transaction facilitator

business model

eg Paypal, Visa

Pay as you go

business model

eg AzuriTech

Techshop

Dynamic pricing

business model

eg Expedia, Uber

Reputation builders

business model

eg Tripadvisor,

PaywithaTweet

Customer data

business model

eg Facebook,

23andMe

Non-profit business

business model

eg Oxfam Wikipedia

Maker models Channel models Crowd models Payment models Exchange models Asset models

© Peter Fisk 2015More details in the new “Gamechangers” book +genius

5. Adopting new business models

6. Building a roadmap for future growth

© Peter Fisk 2015More details in the new “Gamechangers” book

Page 16

Visi

on 3

Visi

on 2

Visi

on 1

Deliv

erab

les

3

Deliv

erab

les

2

Deliv

erab

les

1

Resu

lts 3

Resu

lts 2

Resu

lts 1

Horizon 1 delivers

excellence and quick wins

Horizon 2 delivers

new concepts and extensions

Horizon 3 delivers

breakthroughsand a new core

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What makes a great marketer today?

CustomerChampion

BusinessInnovator

GrowthDriver+ +

What will you do?

Acting with speed and agility

Connecting ideas and

people

Passion to make life

better

Having an audacious

attitude

Shaping your own

vision

Making sense of change

Persisting to make it happen

© Peter Fisk 2014Gamechangers.pro

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Be boldBe braveBe brilliant

GAMECHANGERSChanging the game of automotive marketing

Professor Peter FisktheGeniusWorks.com@geniusworks