huge - aaron shapiro - istrategy chicago 2012

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

October 9, 2012 iStrategy

Why do certain things happen when…

and what does this mean for the future?

The Instant Era

Instant internet, for everyone,

anywhere

1 gbps @ $70/month

PC

Broadband

Growth

PC

Broadband

Growth

The mobile inflection point

The Instant Era

Do anything, on demand

lockitron

Siri

Search for web pages that contain

the information I’m looking

for

Forget search, just do it for me

Search for the actual

information I’m looking

for

The Instant Era

Get anything, on demand

Same Day Delivery

The Instant Era

Digital-first consumer

Post-Digitals Digital is the preferred way of doing everything.

Natasha  Connected  Shopper  

•  Always  “online”  •  Connected  socially  •  Knows  how  to  find  what  she  

wants    

Transparency   Inspira3on   Value   Discovery   Informa3on  

$   SALE  

Communica3on  

The post-digital user.

In a few years, she’ll be

the primary decision-

maker for all household

and business purchases.

She’s having her first child

before the next Presidential election.

Online & Digital-Influenced Sales as a Percent of Overall Sales

They buy more online than any other

generation, and more of their purchases

are through Amazon.

The Instant Era

Extreme commoditization

Location is no longer a barrier to sales.

Pricing is transparent.

Brands aren’t needed

to communicate quality.

Competing in a world of

extreme commoditization

Two ways to win: a choice

Compete

at scale

Verticalize

your

brand

Open Embrace commoditization

Closed Be your own industry

Open.

“I will win because I am cheaper

and easier to do business with

than anyone else.”

Vizio

Samsung

Key Attributes

The scale to consistently

be the best value.

Key Attributes

Easy to do business with

thanks to frictionless transactions.

Closed.

“I will win because I am unique.

Consumers will want to be

associated with my unique brand.”

The vertical business

Product Design

Manufacturing

Brand

Retail

Post-Purchase Experience    

One brand experience spanning all touchpoints

Key Attributes

Channel control: you can only

buy from me.

Key Attributes

Combine digital and analog to

create a unique service.

Key Attributes

Data component of service

creates lock-in.

Key Attributes

Single cross-channel experience

that makes people emotionally

connect with the brand.

Transformation.

Companies must transform to

succeed in an instant era

Winning through scale

Winning by verticalizing your business.

Open Closed

3 transformation imperatives:

1. Users first

2. Software layer

3. User-first company

A relentless focus on meeting user needs.

1.

Grow your user base and customers follow.

2.

Think of customers as users.

3 transformation imperatives:

1. Users first

2. Software layer

3. User-first company

Every interaction that anyone

wants to do with your company

should be possible through digital.

No humans required.

Website

APIs

Mobile Apps

Social

etc.

Two businesses to run.

3 transformation imperatives:

1. Users first

2. Software layer

3. User-first company

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11222 +1 718 625 4843