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http://www.globalchange.com/ Future of telecom industry. Client experience. Future trends in telecommunications. Bandwidth, new technology, innovation, business use of communications. Virtual teams, virtual communications, why people often do not like videoconference. Consumer behaviour, decisions and use of technology. Conference keynote lecture by Dr Patrick Dixon. Business management. Integration of business solutions, voice over internet protocol, VOIP, servers, websites, streaming and business image. Credit card transactions, secure processing of payments, RFID and biometrics, fingerprint recognition. Mobile phone companies and remittances – payment transfers across countries / national borders. Future innovation and partnership between banks and telecom companies.Why market research often gives wrong answers about future telecom consumer trends. Mobile phone growth and market share in emerging markets, developed markets and developing markets.Importance of SMS for low-income mobile phone users. Bandwidth, video streaming, impact of web TV and mobile phone TV. Impact of YouTube. GPS and mobile advertising, direct marketing using SMS and targeting niche markets. Next generation advertising and commercial promotions.RFID integration into mobile devices. Automatic readouts of RFID and barcode product information. Replacement of credit cards and bank cards using mobile payment systems Divergence and convergence in mobile digital world. All innovation divergent. Dangers of benchmarking – converges on price, features and quality. Competitive advantage from divergence. Reliability and simplicity. Problems synchronising personal organisers, mobile phones and PCs with software such as Outlook, unreliable, over-complex technology fails to deliver as promised. Mobile devices in control systems, automatic meter reading, medical monitoring. Web 2.0 and online communities, mobile blogging, mobile video diaries. Social networks and social networking using online communities, on corporate image, brand development, product sales and recruitment. Old Advertising is dead in web 2.0 world. Call centres + customer relationship management. Atomatic answering systems can destroy client relationships. Keep close to customers: latest call centre technology.
Citation preview
Dr Patrick Dixon Chairman Global Change Ltd
Next-Generation Marketing Revolution
Patrick Dixon is Chairman of Global Change Ltd, Author of 15 books and has been ranked one of the 20 most influential business thinkers alive today
(Thinkers 50)
Future of Mobile Marketing: Multichannel Consumers, Digital Media - Keynote for
Google (2012)
500 videos of keynoteswww.youtube.com/pjvdixon
over 4 million views
www.globalchange.com14 million unique visitors
Ma# Bri(n
Customers are leaving marke5ng directors behind
•Broadcast
•Technology
•Brand hype
•Invading
•Multichannel
•Social
•Directing
•Broadcast Intimate
•Technology Intelligent
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
Broadcast Noise
Being intimate is about
EMOTION
16
80% lost in 20 seconds
Most agentsare offline
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
not enough to succeedINNOVATION
All Real Innovation
IsDIVERGENT
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
From Hype to Truth
InformationRevelation
1 trillionpages a month
Zero Moments of Truth
"Perfection!," TripAdvisor Member, Sept 13, 2011 This was the most beautiful hotel. Delightful, perfect. We will stay again soon. "Terrible! TripAdvisor Member, Sept 10, 2011 Terrible place, rats, dirty, noisy - sick with food poisoning.
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
86% say TV ads greatest impact
Deloitte 2011
•Customised TV adverts - cable , satel l i te , onl ine
Instant Ra5ngs
From Invading to Intui5ve
•29% talk on their phones while the TV is on •26% of consumers are tex;ng or sending IMs.
•DeloiBe 2010•Nielson 2011•BIGResearch 2011
60-‐70% surf web while watching TV
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
Ecosystem
Price Comparison
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
From Social to Customer Driven
•Broadcast Intimate
•Technology Intelligent
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
•Home•Work•Online•Offline•Sales•Entertain•Phone•Mobile•Chat
ONECUSTOMER
From controlto guide
PrivacyPrivilege
Protection
•Broadcast Intimate
•Technology Insight
•Brand hype Informative
•Invading Intuitive
•Multichannel Integrated
•Social Inclusive
•Directing Inspiring - life guide
•Individuals•Family•Staff•Community•Whole earth
Making Life Better
Patrick Dixon is Chairman of Global Change Ltd, Author of 15 books and has been ranked one of the 20 most influential business thinkers alive today
(Thinkers 50)
Future of Mobile Marketing: Multichannel Consumers, Digital Media - Keynote for
Google (2012)
500 videos of keynoteswww.youtube.com/pjvdixon
over 4 million views
www.globalchange.com14 million unique visitors
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