huge - aaron shapiro - istrategy chicago 2012
TRANSCRIPT
hugeinc.com [email protected] 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 [email protected] 45 Main St. #220 Brooklyn, NY 11222 +1 718 625 4843