leweb keynote, london, 2012: jeremiah owyang
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May 2, 2012
The key to “faster than real time”?
ANTICIPATION
with Jeremiah Owyang
© 2012 Altimeter Group
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Thomas Friedman, 1995
“I am dubious that Amazon will ever generate the huge profits that their stock prices suggest”
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“Remote shopping, while entirely feasible, will flop - because women like to get out of the house, like to handle
merchandise, like to be able to change their minds.”
TIME, 1966
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“There is no chance that the iPhone is going to get any significant market share.”
Steve Balmer, 2007
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The world will end in 2012
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© 2012 Altimeter Group
5 factors
5 FACTORS
3 factors
3 FACTORS
5 factors
5 FACTORS
advocacyawareness consideration intent purchase support loyalty
5X3X5=75
75X7=525
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© 2012 Altimeter Group
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Altimeter Research Themes:
Dynamic Customer Adaptive
Organization
Sentient World
© 2012 Altimeter Group
With so many choices, consumers are empowered to take the most efficient journey.
Dynamic Customer Journey10
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Dynamic Customer Journey“How can inflexible organizations synchronize with the changing customer?”
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250 Million Photos are uploaded to Facebook
Dynamic Customer Journey
If printed, the stack would be as tall as 80 Eiffel Towers
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Tesco customers scan and purchase goods in virtual subway supermarkets
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Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New
members rose by 76% after the first implementation and online sales increased by 130%. This was deployed in Seoul.
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Dynamic Customer Journey
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Questions You Must Answer
What new sources of information influence the journey of your specific customers? About 5% of companies are able to automate -Eloqua
How do experiences on devices and across channels shift?
If companies can provide highly contextual information to customers, does advertising evolve to something else?
© 2012 Altimeter Group
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Altimeter Research Themes
Dynamic Customer Adaptive
Organization
Sentient World
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What’s smarter: A college grad
or your future fridge?
Two: Sentient World
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Break out of narrow ways of seeing
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Everything emits information
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Find the right bulb with GE’s Moodometer20
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‘Smart Pajamas’ is just one of many body-monitoring use cases
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Canadian telecom Rogers Communications is creating protocols that allows data to stream from sensors in clothing to parents’ smartphones and other mobile devices – measuring body temperature and movement, specifically.
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Inamo, a digital restaurant in London
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Google is testing Project Glass in the wild23
While Project Glass isn’t yet as advanced as the popular video indicates, the idea of a true augmented reality creates thousands of use cases for consumer use.
© 2012 Altimeter Group
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Questions You Must Answer
If everything emits data, how will we sort intelligence from noise?
Beyond traditional communication, how will consumers communicate with in-animate objects? How will these interactions be measured?
At what point does this new world become self-sufficient beyond human intervention? Which companies will benefit from this?
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How are you reading the game?
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Altimeter’s Research Themes
Dynamic Customer Adaptive
Organization
Sentient World