Uberized - Unleash the Power of Innovation - Slides from Presentation at GFM by Erich Joachimsthaler of Vivaldi Partners Group

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UNLEASH THE POWER OF INNOVATIONMARKETING & INNOVATION:

Schlüsselfaktoren für den Unternehmenserfolg

Erich Joachimsthaler

/Founder & CEO of Vivaldi Partners Group/

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UBER

UBER SYNDROME

UBERIZED

UBER EFFECTVivaldi Partners | Group

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THE UBER EFFECT

Vivaldi Partners | Group

A SIMPLE VIEW OF THE MARKET

Vivaldi Partners | Group 4


NOKIA – THE MOST INNOVATIVE MOBILE TECHNOLOGY COMPANY

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iPhone

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Intensity of Transformation

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NOKIA’S NET SALES 1999-2015 (IN BILLION EURO)


• Video-calling

• Full capability browser

• App store

• Data services

• Internet tablet

• Nokia glasses

• Symbian (low power operating system)

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CUSTOMER-RELEVANT MAJOR INNOVATIONS BY

NOKIA – 2000 TO 2007


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WE DIDN’T DO ANYTHING

WRONG, BUT SOMEHOW

WE LOST


Steve BallmerFormer CEO - Nokia

Vivaldi Partners Group 9

THE ONLY THING MOVING FASTER THAN

TECHNOLOGY IS CONSUMER EXPECTATIONSJeffrey W. Yabuki

President & CEO - Fiserv

10Vivaldi Partners | Group

THE NEW EMPOWERED CONSUMER

IN CONTROL:

Abundance of choiceMOBILE:

87% sleep with their phone side by side, and check it 150 times a dayNOW:

30 billion WhatsApp are sent every daySMART:

88% trust online reviews as much as personal recommendationsADD:

Only 20% of TV spots are fully viewed, 47% prefer only reading headlines

11Vivaldi Partners | Group

IMPROVE PEOPLE’S LIVES

⨠ Solve Something

⨠ Enable People

⨠ Deliver Value

⨠ Help Manage Their Lives

⨠ Fit Into Their Lives

⨠ Give People Time Back

Vivaldi Partners Group 12

MARKETING IS NOT ABOUT CONVINCING

CONSUMERS HOW AWESOME YOU ARE.

MARKETING IS ABOUT HELPING CONSUMERS

BECOME MORE AWESOME.Tom Fishburne

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VIVALDI’S REIMAGINATION OF MARKETS’ PROCESS

GO BROAD

GO DEEP

GET CREATIVE

GET REALVivaldi Partners | Group

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GO BROAD: EMPLOY AN OUTSIDE-IN PERSPECTIVE


THE FLIGHT OF THE BUMBLE BEE

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ILLUSTRATIVE

Demands

Activities

2,000 people x 30 days x 10 episodes / day

= 60,000 episodes

Activities

Andrea Prepare diner for friends/ Have diner with friends Find (Create) Meaning in Life

Spend time with family At Ease With Myself

BBQ with friends Find (Create) Meaning in Life

Meet friends At Ease With Myself

Spend time with family/ daughter Find (Create) Meaning in Life (Re)Discover Joyfulness

Prepare diner for family/ friends Find (Create) Meaning in Life

Spend time with friends/ family (e.g. cooking) Find (Create) Meaning in Life

Spend quality time with family/ friends Find (Create) Meaning in Life

Thomas Jazz Dancing (once a week) Putting 'Me' First Ensuring a Positive Future

Play golf Bringing Nature Into My Space

Do sports (especially biking) Ensuring a positive future

Exercising at home with DVDs Putting 'Me' First Ensuring a positive future

Work out/ go to the gym Ensuring a positive future

Went to gm Putting 'Me' First

I went sailing for an hour Bringing Nature Into My Space Putting 'Me' First

To work out Ensuring a positive future

Andrea Go to cinema (Re)Discover Joyfulness

Go to Starbucks Putting 'Me' First

Go out & style At Ease With Myself

To be with my boyfried in my favorite bar Find (Create) Meaning in Life Putting 'me' first

Going out on Friday night with friends At Ease With Myself (Re)Discover Joyfulness

At night we went for dinner Putting 'Me' First At Ease With Myself

Having breakfast in a hotel Putting 'Me' First

Susan Enjoy nature Bringing Nature into My Space

Spend time in nature (e.g. lake) Bringing Nature Into My Space

Walking in the country & lunch with friends Bringing Nature Into My Space

Mapping Demand Cluster

ILLUSTRATIVE: EPISODE RECONSTRUCTION METHOD

STRUCTURED ANALYSES OF DAILY ACTIVITIES

LOCATION

DATA SENSORS

WEARABLE

DEVICES

TECHNOLOGY

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GO DEEP: UNDERSTAND CUSTOMERS AS PROBLEM SOLVERS


OBJECTIVES:

Improve people’s lives (health, wealth, happiness) & deliver resultsDECISIONS:

Information, Tools, AdvicePROCESS:

Time, Money, Energy, Cost, BenefitPRODUCT/SERVICE:

Usefulness, Value, UtilityADD:

Daily life, Whole life, Work

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UNDERSTAND CUSTOMERS AS TARGETS AND AUDIENCES


NEEDS:

Higher-order versus Lower-orderWANTS:

EmotionalizationPROCESS:

Frictions to minimize, eliminate or avoidHABITS:

UnconsciousJOBS TO BE DONE:

Products in search of customers

“ WHAT HAPPENS WHEN… ”

HELPS US PAINT A PICTURE OF THE FUTURE…

…SO THAT WE CAN

BOTH PREPARE FOR IT AND CREATE IT

GET CREATIVE: REIMAGINE THE MARKET

WHAT HAPPENS WHEN THERE ARE

24 BILLION CONNECTED DEVICESAND ONLY 7.6 BILLION HUMANS

TREND: THE CONNECTED WORLD

THERE IS NO SUCH THING

A NORMAL, TRADITIONAL FAMILY?

TREND: MODERN FAMILIES

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REIMAGINE THE MARKET

GET CREATIVE: REIMAGINE THE MARKET


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GET REAL: REIMAGINE THE FUTURE OF MOBILITY

PARKNOW

Finds an available public

parking space through GPS

installed

PARKATMYHOUSE

A social network

of private parking garages

for an hour or for a penny

CHARGEPOINT

Automatically finds

a location of where

to swap the battery

DRIVENOW

Pay per use,

billed by the minute

MISSION:

BECOME WORLD’S

LEADING PROVIDER OF

PREMIUM PRODUCTS AND

PREMIUM SERVICES FOR

INDIVIDUAL MOBILITY

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Automotive Manufacturers

Tesla

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LETS PLAY THE GAME

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GO BROAD

GO DEEP

GET CREATIVE

GET REAL


3/31/2016 26

Business

Uberized - Unleash the Power of Innovation - Slides from Presentation at GFM by Erich Joachimsthaler of Vivaldi Partners Group