paul adams keynote from mind the product conference 2013
DESCRIPTION
TRANSCRIPT
THE GREATEST CHANGES TO SOCIETY SINCE THE INDUSTRIAL REVOLUTION
THE FUTURE IS ALREADY HERE,IT’S JUST NOT EVENLY DISTRIBUTED.
WILLIAM GIBSON
A NETWORK OF INFORMATION ABOUT ANYONE, ANYTHING, AVAILABLE ANYWHERE, ANYTIME.
Today
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Newsp
apers
Telep
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Photog
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1880
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Telev
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1940
s18
44
Printin
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1440
Intern
et
1990
Mobile
phone
s
1990
s
Radio
1920
s
Cinema
1900
s
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Newsp
apers
Telep
hone
Broadca
sting
conc
erts
Photog
raphy
Telev
ision
Printin
g Pres
s
Intern
et
Mobile
phone
s
Radio
Cinema
Today
Teleg
raph
Newsp
apers
Telep
hone
Visual
newsp
apers
Photog
raphy
Telev
ision
Printin
g Pres
s
Intern
et
Mobile
phone
s
Radio
Cinema
Today
Teleg
raph
Newsp
apers
Telep
hone
Filmed
plays
Photog
raphy
Telev
ision
Printin
g Pres
s
Intern
et
Mobile
phone
s
Radio
Cinema
Today
Teleg
raph
Newsp
apers
Telep
hone
Pages
Photog
raphy
Telev
ision
Printin
g Pres
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Intern
et
Mobile
phone
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Radio
Cinema
Today
...WE’RE WALKING BACKWARDS INTO THE FUTURE...
MARSHALL MCLUHAN
BETA
Friends
Interests
Friends’ Interests
BETA
Behaviour
3RD PARTYSERVICES + DATA
LOYALTY CARDS
ETC.
BEHAVIOUR
INTERESTS
FRIENDS (INTERESTS)
LOCATION
DEMOGRAPHY
ETC.
NEWSANY EXISTING OR PROSPECTIVE CUSTOMER
AGGREGATORS
3RD PARTYSERVICES + DATA
LOYALTY CARDS
ETC.
INTERESTS
LOCATION
DEMOGRAPHY
ETC.
NEWS
NEWS BASED ON YOUR INTERESTS
NEWS YOUR FRIENDS HAVE READ
NEWS PEOPLE LIKE YOU HAVE READ
LOCAL NEWS
WORLD NEWS
ANY EXISTING OR PROSPECTIVE CUSTOMER
AGGREGATORS
BEHAVIOUR
FRIENDS (INTERESTS)
3RD PARTYSERVICES + DATA
LOYALTY CARDS
AGGREGATORS
ETC.
ANY EXISTING OR PROSPECTIVE CUSTOMER
INTERESTS
LOCATION
DEMOGRAPHY
ETC.
TV
BEHAVIOUR
FRIENDS (INTERESTS)
3RD PARTYSERVICES + DATA
LOYALTY CARDS
AGGREGATORS
ETC.
ANY EXISTING OR PROSPECTIVE CUSTOMER
INTERESTS
LOCATION
DEMOGRAPHY
ETC.
SHOWS YOUR FRIENDS WATCHED
MOVIES + SHOWS BASED ON YOUR INTERESTS
MOVIES + SHOWS YOUR FRIENDS SAVED FOR YOU
MOVIES YOUR FRIENDS WATCHED
POPULAR MOVIES + SHOWS IN YOUR NEIGHBOURHOOD
TV
BEHAVIOUR
FRIENDS (INTERESTS)
3RD PARTYSERVICES + DATA
LOYALTY CARDS
AGGREGATORS
ETC.
ANY EXISTING OR PROSPECTIVE CUSTOMER
INTERESTS
LOCATION
DEMOGRAPHY
ETC.
PRODUCTS PEOPLE LIKE YOU BOUGHT
PRODUCTS BASED ON YOUR INTERESTS
PRODUCTS YOUR FRIENDS MARKED FOR YOU
PRODUCTS YOUR FRIENDS LIKED/BOUGHT
POPULAR PRODUCTS IN YOUR NEIGHBOURHOOD
eCommerce
BEHAVIOUR
FRIENDS (INTERESTS)
3RD PARTYSERVICES + DATA
LOYALTY CARDS
AGGREGATORS
ETC.
ANY EXISTING OR PROSPECTIVE CUSTOMER
INTERESTS
LOCATION
DEMOGRAPHY
ETC.
INDIVIDUALLY PERSONALISED PACKAGING
DEALS/COUPONS BASED ON YOUR INTERESTS
DEALS/COUPONS BASED ON YOUR LOYALTY
INDIVIDUALLY HIGHLIGHTED ITEMS
POPULAR PRODUCTS IN YOUR NEIGHBOURHOOD
Offline shop
BEHAVIOUR
FRIENDS (INTERESTS)
FRIENDS
INTERESTS
BEHAVIOUR
LOCATION
DEMOGRAPHY
ETC.
GOOGLE, TWITTER
PRODUCT ANALYTICS
LOYALTY PROGRAMS
ETC.
DATA AGGREGATORS
WE ARE ALL DESIGNING COMPLEX, DYNAMICALLY CHANGING, SOCIAL SYSTEMS.
THE INTERNET IS PERMEATING EVERYTHING.
I was online last night.”
“
CLOTHES
HOMES
TAXIS
MONEY
WEIGHT
BY 2020, ALL BUSINESSES WILL BE INTERNET BUSINESSES.
EVERYTHINGPERSONALISED+ CONNECTED.EVERYWHERE.
DESTINATIONSPUBLISHING + AGGREGATION SYSTEMS
FACEBOOK IS NOT A WEBSITE / APP
TIMELINE CANVASPAGE
NEWSFEED TIMELINE CANVASPAGE
NEWSFEED
STORY
TIMELINE CANVASPAGE
STREAM
ATOMIC UNIT
ATOMIC UNIT
ATOMIC UNIT
ATOMIC UNIT
PUBLICATION OF, AND ACCESS TO, INFORMATION IS
EXPLODING.
THE AMOUNT OF INFORMATION BEING PUBLISHED IS INCREASING EXPONENTIALLY.
THE AMOUNT OF INFORMATION WE HAVE ACCESS TO IS INCREASING EXPONENTIALLY.
Flickr photo from swamibu
Flickr photo from CeeKay
WE CAN ACCESS THIS EXPONENTIALLY INCREASING INFORMATION ANYWHERE AND ANYTIME.
TO FILTER THIS SEA OF INFORMATION, PEOPLE ARE TURNING TO THEIR FRIENDS.
‘MOBILE’ IS ABOUT INFORMATION, NOT DEVICES.
THIS IS NOT A HORSE.
Flickr photo from wilwheaton
THE CAR CHANGED HOW WE LIVE.
THE CAR CHANGED COMMERCE.
20M
40M
60M
80M
100M
iPod1 2 3 4 5 6 7 8 9 10
WEEKS FROM LAUNCH
UN
ITS
SOLD
20M
40M
60M
80M
100M
iPod
iPhone
1 2 3 4 5 6 7 8 9 10
WEEKS FROM LAUNCH
UN
ITS
SOLD
20M
40M
60M
80M
100M
iPod
iPhone
iPad
1 2 3 4 5 6 7 8 9 10
WEEKS FROM LAUNCH
UN
ITS
SOLD
4.5 BILLION PEOPLE HAVE NEVER USED THE INTERNET.
THE FUTURE OF MARKETING WILL BE PERSONAL AND
PERSONALISED.
MASS MARKETING IS COMING TO AN END.
BUSINESS WILL LOOK MORE LIKE THE PAST THAN THE PRESENT
A NETWORK OF EVERYONE + EVERYTHING, EVERYWHERE.
A FUTURE OF EXPONENTIALLY INCREASING INFORMATION.
PRODUCTS AS DYNAMICALLY CHANGING SYSTEMS.
BEHAVIOURAL BASED MARKETING + PERSONAL COMMUNICATION.
MOVE FAST.
