auto futures ... trends, innovation and marketing
TRANSCRIPT
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
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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 [email protected]
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
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Visi
on 1
Deliv
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3
Deliv
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2
Deliv
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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