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DigitasLBi - Exploring Ideas that Shake, rattle and Rock Industries

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DigitasLBi - Exploring Ideas that Shake, rattle and Rock Industries

With the 47-hour virtual sell-out of the all-new XC90, we saw that people were ready to buy a car online without physically experiencing it. In this What's Next session, we’ll look beyond technology itself, to the behavioral transformation taking place now and in the future. We’ve handpicked cases from across sectors to show what’s next in creative innovation. Get ready to explore groundbreaking ideas that shape behavior and create new marketplaces. Welcome to the DigitasLBi Breakfast Club.

With the 47-hour virtual sell-out of the all-new XC90, we saw that people were ready to buy a car online without physically experiencing it. In this What's Next session, we’ll look beyond technology itself, to the behavioral transformation taking place now and in the future. We’ve handpicked cases from across sectors to show what’s next in creative innovation. Get ready to explore groundbreaking ideas that shape behavior and create new marketplaces. Welcome to the DigitasLBi Breakfast Club.


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DigitasLBi - Exploring Ideas that Shake, rattle and Rock Industries

  1. 1. Exploring ideas that shake, rattle and rock industries CREATE. DESTROY. REINVENT.
  2. 2. OUR BREAKFAST MENU 1. Introduction 2. Life, made simple 3. Products know us, intimately 4. Tech-inspired behaviors 5. Tools for change 6. Q&A 7. Oculus Rift demo
  4. 4. 1 Payments become a platform that provide personalized and rewarding brand experiences, not simply transactions. 2 A new wave of tech will radically improve our ability to meet many business and human needs. Our behavior is being shaped by innovations in technology and data from smart, connected products. 3 4 KEY FINDINGS Access is more powerful than ownership. We’re moving from an ownership to a sharing and subscription economy. Companies will be forced to rethink a fundamental question: “What business am I in?” 5
  5. 5. Recent breakthroughs in performance, miniaturization, low cost processing power and data storage, rapid software development and big data analytics, and ubiquitous, low-cost wireless connectivity and internet access almost everywhere create the perfect innovation storm. WHY NOW?
  6. 6. A new wave of tech will not only improve product capabilities, but will radically improve our ability to meet many human and business needs. OUR NEEDS REMAIN THE SAME
  8. 8. THERANOS Revolutionizing the blood test. Theranos has set up a system where people can walk into a Walgreens for a painless finger prick that draws a tiny drop of blood with results available within a few hours.
  9. 9. Digital technology is opening up new ways to pay, many of them more seamless and secure than traditional methods. From ApplePay to Google Wallet to TransferWise to Lending Club, the banking industry is ripe for disruption. WALLET WARS
  10. 10. END OF WAITING It’s the internet’s fault. Everything’s on demand. Coffee, pizza, groceries, taxis & entertainment. Welcome to the era of instant gratification.
  12. 12. THE ‘COACH’ RACKET Babolat’s Play Pure Drive product system puts sensors and connectivity in the tennis racket handle, allowing users to track and analyze ball speed, spin and impact location to improve their game.
  14. 14. GOOGLE’S NEST This time last year, Google bought Nest, the digital thermostat company, for $3.2 billion. Nest digitizes the entire home-temperature-control process and connects it to Nest’s cloud data services. The potential for new applications and services is astonishing (and frightening).
  15. 15. WEARABLES People might not see the return on exchanging data around their every movement – sleeping, dreaming, walking, running, etc. for insights into their behavior.
  18. 18. THE CHICKEN-LESS EGG Hampton Creek uses technology to make healthier food. Its data scientists are weeding out billions of proteins from hundreds of thousands of plants to learn what could form the equivalent of a chicken's egg.
  19. 19. THE END OF OWNERSHIP Borrowing or sharing things is probably one of the oldest behaviors in nature, and we are making it easier through technology. Millions of people use websites and apps like Airbnb to share their homes and Uber and Lyft to transport people in their cars. And it’s big business.
  20. 20. 3D KNITTING Just as the sewing machine brought clothes-making into the 20th- century home, a new generation of low-cost 3D knitting tools is about to open up fashion. Three-dimensional knitting machines, like the open- sourced OpenKnit, are already available and growth is on the up.
  21. 21. VIRTUAL SELL-OUT How we launched and sold a car that didn’t exist yet.
  22. 22. USE MARKETING TO PILOT THE FUTURE 1. What’s the business truth/consumer insight and how would you use tech to do something about it? 2. Leverage data to know your audience 3. Pilot to test behavior 4. Adapt and refine 5. Deploy beta
  24. 24. CATALYTIC QUESTIONING 1. Pick a problem your team cares deeply about and ask nothing but questions until you reach at least 50. 2. Identify three or four questions that are the most “catalytic” – the startling ones that force you to change your perspective. 3. Seek solutions to these questions until you uncover extraordinary insights and answers.
  26. 26. QUESTION-STARTERS 1. Are we there for customers in the moments they need us? 2. Are we gathering the right data and insights and getting smarter and better with each customer interaction? 3. Are we embracing speed as a value in everything we do? 4. Can we reimagine our business to create breakthroughs?
  30. 30. QUESTIONS?

Notas do Editor

  • Today we’re going to exploring ideas that shape behavior and create new marketplaces.

    Let’s have a look at what’s on the menu…
  • You’re going to see a lot of diverse cases and ideas that span across industries, but what connects them all is their potential for disruption, and how these innovations will shape our behavior and create new ways of healing, shopping, playing, eating, traveling, and ultimately, living.

    When you hear the word “innovation,” and you might think of an R&D lab, a design group, or a start-up venture. But today innovators are in demand everywhere—from entry level to C level. Innovation isn’t a department. It’s a mindset that should permeate your entire enterprise.

    Hopefully you’ll leave this early morning session inspired and ready to create the future for your company.

    Before we dive into cases, let’s look at some key findings.
  • An executive summary for those with short attention spans. Let’s look at the key insights and findings that will be revealed during this presentation.

    So why is this happening in 2015?

  • 2015 was the year Marty McFly and Doc identified as the future. Why is 2015 such a pivotal year?

    But as much as tech innovations are changing the world around us…

  • Basic needs, psychological needs and self-fulfillment needs are what drive and motivate us – maybe now it’s time to add a new basic need to Maslow’s pyramid: the Internet or Wi-Fi…

    What does change is the way tech will be able to meet our needs.

    We’re going to look beyond technology itself to the behavioral transformation taking place now and in the future.

    First up, innovations that meet our needs and make life easier…
  • The following cases show how companies have identified and tackled a human pain point and removed it through insight, creativity and tech.

    Let’s start with Theranos…
  • In the US, between 40 and 60% of people don't end up getting the lab tests their doctors ask them to, due to the cost, time involved, and perhaps a fear of needles, and Elizabeth Holmes wants to change that. Elizabeth Holmes is a Stanford dropout and a health technology entrepreneur who founded Theranos. At 30, she’s the youngest self-made woman billionaire. 

    She’s not only revolutionized how you give blood, from needle to painless finger prick, she’s set up a system where people can walk into the closest Walgreens to do so.[NANOTAINER]. The results from testing are beamed back to the patient and her doctor over the internet in just a few hours.

    Holmes envisions a world where anyone can get a test done and use that information and data to try and improve their health.

    Let’s hear Elizabeth Holmes talk about her life’s work…
  • Why is it interesting? Some behaviors are entrenched in systems that we simply haven’t questioned, because that’s just the “way it is”. But with today’s technological capabilities, there are other ways, arguably better ways.

    Can you look at your industry and identify systemic behaviors that could or should be questioned or challenged?

    Now let’s move from a company revolutionizing health care to companies using technology to make paying, lending, borrowing and transferring money easier.
  • The battle for the “mobile wallet” – who will dominate the payments arena – is on between Apple Pay, PayPal, Google Wallet, Coin and a host of other companies. Why is this so important? Because the mobile wallet is about much more than payments, it allows companies and brands to create a platform for personalized experiences and capture behavioral data. For example, a mobile wallet like the Starbucks’ App provides the company with reams of data on consumer habits and preferences, which allows them to develop new services and tools and lock in loyalty.

    And the Starbucks app is perhaps the biggest mobile-payments success story to date, with nearly 12 million monthly active users in the U.S. and Canada and about 6 million mobile transactions in the U.S. every week. It’s so successful that CEO Howard Shultz has said he is redefining his role to focus on Starbucks’ potential as a mobile payments company. “It's irrelevant whether its NFC-based, QR-code based or Beacon based. It's about providing value across the customer journey.”

    Other companies are using tech to find smart solutions that bypass banks all together.

    TransferWise found a simple way using tech to bypass banks and make money transfers transparent and fair. It costs up to ten times less than what banks really charge. Since its founding in 2011, its community has sent more than £3 billion overseas, all without getting hit by hidden fees. Recently, Ben Horowitz, Sir Richard Branson and Peter Thiel added $58m to fuel the fire. 

    Lending Club is the world's largest peer-to-peer online lending platform. As of September 2014, the platform has originated over 6.2 billion USD in loans, paying almost 600 million in interest to investors.

    But other payments ideas are being developed and launched, including biometric technology and wearables.

    I think we’re all tired of passwords. It’s a point that pains us all. One company has come up with a solution…And though I don’t think it’s necessarily the best solution, it has truly interesting implications…Let’s take a look.
  • Why is it interesting? End of cash & almost pain-free payment.

    With biometric payments – the end of physical currency might happen sooner than we think. Soon, our physical selves will be all we need to complete transactions.

    The pain of handing over money is more than the pain of handing over a credit card. And not handing over anything at all is the least painful. Cashless transactions are good news for merchants since research shows, not surprisingly, that consumers tend to be more restrained when using cash. And the more seamless the transaction, many believe, the less restrained a consumer will be.

    People not only want better ways to make payments or lend, borrow and tranfer money, they also want what they want, when they want it.

  • The Internet or Netflix has corrupted us. Made us crave instant gratification. It made us used to getting things – messages, books, photos, films, TV shows, instantly. Everyone is pressed for time and it seems like the world is moving faster. We don’t have time to be waiting in line.

    This is spawning a host of new services that give people what they want without the wait.

    Get your caffeine fix faster. Starbucks is testing its order-ahead App in Portland, which allows iPhone customers to place orders in advance of their visit and pick them up at their chosen Starbucks® store. The mobile ordering experience is integrated into Starbucks mobile app and My Starbucks Rewards® loyalty program.
    Hardly wait for an elevator. Schindler’s PORT technology reduces elevator wait times by as much as 50% by predicting elevator demand patterns, calculating the fastest time to destination.
    Food ordering apps: From a fridge magnet that allows people to order pizza with a push of a button using Bluetooth technology, to an app that brings you a pizza by pressing a magical button, everyone wants pizza faster. 40% percent of Domino’s pizza orders come from the Internet and mobile.
    Get groceries delivered in just one hour (in the USA). Instacart, the nimble grocery delivery service works with different grocery store partners to deliver the goods within the hour.

    Let’s look at an example that combines the best in online and offline shopping to create a totally new retail experience.
  • Shoppers download the Hointer app, make their selection from clothes suspended on steel cables and scan a QR code with their smartphone or tablet.
    Within 30 seconds the products are dispatched via micro-robotics from storeroom to designated dressing rooms.
    By the time you arrive at the dressing room, the clothes will already be there.
    Unwanted items are discarded in a chute and deleted from shopping carts.
    When you’re ready to take your wallet out, simply pay on tablets installed at each dressing room. And just like that, you’re done.
    We’ve seen how tech meets our most basic needs (pizza, personal health data and commerce) and at its best, simplifies our lives.

    Now let’s take a look at how the rise of smart, connected products can create an uncomfortable intimacy between objects and ourselves.
  • Babolat has produced tennis rackets and related equipment for 140 years.

    Its new Babolat Play Pure Drive system, which puts sensors and connectivity in the racket handle, offers a service to help players improve their game through the tracking and analysis of ball speed, spin, and impact location, delivered through a smartphone application.

    Smart, connected products create opportunities to broaden company’s value proposition beyond products to include enhanced and larger service offerings.

    Which is key, because in just 5 years…
  • Imagine a future where ours homes are able to understand a complex range of human behaviors and emotions, providing personalized assistance and support at key moments in our days.

    This could even lead to our technologies anticipating our needs – reminding us to take vitamins, creating a soundtrack ideally suited to your current mood or ordering up milk and eggs before you run out.

    A future that is not so distant given Google’s recent acquisition of Nest, a digital home thermostat and smoke alarm….

  • Imagine –
    A wearable, like Jawbone, that’s connected to your house, so it knows when you’ve woken up, and can dynamically adjust the temperature
    A washer and dryer scheduled to run during nonpeak hours or on a quieter mode when you’re home.
    A home security system that can detect motion (“Someone just walked by your thermostat; I thought no one was home”)

    Things that magically happen around your house aren’t just sci-fi anymore. They’re real-life Works with Nest connections. And they’re already being used by 1 in 10 Nest customers, in 90 countries, just 6 months after launching.

    This push to connect every aspect of our world raises a number of issues as well. While autonomous systems hold great promise for freeing up our time and other resources, how much control are we actually willing to give up? We’ll need to begin making important decisions about who owns this data, who can use it and where it all goes.

    But it’s not just our homes that are being connected – we’re connecting ourselves, literally.

  • Much has been said about wearables this year, but fitness, sleep, step and calorie counters might just be a flash in the pan. The idea of “wearing” an new item, whether it be a bracelet or ring, connected sock or insole or shirt, might seem antiquated in a few years time. The value exchange might not be strong enough for the average person given the intimate data capture possibilities that stem from a wearable that tracks your every movement. And how many “smart connected products would we have to wear to get a holistic view of ourselves?

    Lechal: Smart insoles
    Muse: Brain sensing headband. Trains your brain to reduce stress & anxiety and increase focus, in just 3 minutes a day.
    Bond: A wearable that shares touches between you and your loved one and the world.

    The true potential of wearables – and real value exchange – lies in the health care segment.
  • MC10’s biostamp, an ultra-thin, flexible patch worn on the body much like a bandaid, monitors physiological activity like heart rate, temperature and movement.
    This data is then transmitted to an app.
    It enables real-time monitoring of infant health indicators, such as their breathing rate while sleeping, to help prevent SIDS.
    With the ability to transmit real-time data to hospitals for high-risk patients, the potential to save lives with these sensors is significant.

    Attachable computers will be:
    Less expensive to make
    Provide greater accuracy because sensors will be closer to a person’s body (or even inside us)
    Offer the most utility, as something people won’t forget to wear

    I am focusing on MC10’s biostamp, but there are a lot of many interesting innovations in healthcare, such as Google/Novartis’ smart contact lens that helps diabetic patients manage their disease by providing a continuous measurement of the body's glucose level, or smart medicine bottles called GlowCaps, which use light, sound, and text notifications as medication reminders, allowing patients to request refills at the touch of a button.

    And the potential is staggering…
  • But some wearables offer a completely different proposition all together, like Microsoft’s new Hololens.
  • Why is it different and interesting? HoloLens creates a fusion of virtual images and the real world. Oculus Rift transports you to another world entirely. HoloLens has been envisaged with a broad span of applications - most of them non-gaming related. OR, meanwhile, is built to create immersive virtual world.

    Holograms promise a world where YOU choose what your world looks like by mixing real and virtual any way you see fit. This is massively disruptive, because things you buy for your home, like TVs, paintings, fixtures, pets, etc., can be replaced by virtual dynamic and magical representations. And these things can be virtually shared with real people in your life.
    HoloLens will be made available in the Windows 10 timeframe – sometime in late 2015.

    We’ve seen the human impact of smart, connected products – how they can teach us to be better tennis players, help us save electricity bills, make our lives more fluid and easier, and even protect our children.

    Now let’s explore how technological innovations shape our behavior and create new behaviors…
  • Now we’ll see how tech is shaping what we eat, what we own, what we wear and how we buy cars.
  • Hampton Creek is a food technology company that finds new ways of using plants in food products. The company aims to use technology to make healthier food without trans fats and MSG. It has developed a plant-based substitute egg – a faux egg powder -- aka chicken-less eggs. It has also created an egg-less mayonnaise called Just Mayo, made with pea protein instead of eggs.
    “I think people are starting to realize the way most food is produced doesn’t align with our values. They’re realizing that a lot of food is produced in a way that is bad for the environment, people, and animals. We also think that it’s incredibly unfortunate that the healthy choice is always the more expensive and inconvenient choice and we have made it our mission to change that.” – Morgan Oliveira, Communications Director

    Bill Gates, an investor, believes Hampton Creek Foods is a company that will help tackle world hunger. "Raising meat takes a great deal of land and water and has a substantial environmental impact. Put simply, there's no way to produce enough meat for 9 billion people.” – Bill Gates

    Why it’s interesting: Value-driven companies that are on a mission to help solve a societal problem or simply have a value-based approach to the work they do, is what people buy into. It forms the basis of choice in an era of competitive plenty.

    Thinking about how to give people better choices has also led to what has been dubbed the “shareconomy”…

  • It's quite clear that we're in the middle of a colossal shift from an ownership model to a product as service, subscription, sharing model.

    Airbnb allows people to rent unique accommodations from local hosts in over 190 countries. It was rejected by almost every venture capitalist it pitched itself to. Now an average of 425,000 people use it every night worldwide, and the company is valued at $13 billion, almost half as much as 96-year-old Hilton Worldwide.

    Uber, an app-based transportation network and taxi company, allows users to get a taxi, private car or rideshare from their mobile phones. Uber is valued at $41.2 billion and is larger than Delta, FedEx or Viacom.
    In the wake of the recession, a different mentality is beginning to emerge, which is that access is more powerful than ownership. You see this across all industries. New player Peerby allows people to borrow items from their neighbors. They share things like power drills and bicycle pumps by connecting people who need them to people who have them.
    The implications are far-reaching - as the sharing economy releases a series of new jobs into the market, we're seeing people dig themselves out of debt. Airbnb has been the cause of tens of thousands of individuals finding financial stability worldwide by renting out extra space to supplement income.

    Let’s hear what AirBnB founder Brian Chesky has to say about the future of what we’ll be sharing.
  • Let’s move from job creation and the concept of our ‘time’ as product to a new world of fashion…

  • With 3D knitting:

    Garments can be “unknitted” if you don’t like the way they make you look, or if you just get bored with them, leaving you with yarn for something else.
    You can immediately try the clothes on, and if they don’t feel right or don’t suit you they can be unmade at home.
    You can create inexpensive bespoke garments designed to fit only you. Digital scanning technologies and design software can resize clothing designed to fit individual bodies.
    Patterns and designs can be shared much more easily via social media.
    The open-source knitting community is already creating new forms of clothing by integrating electrically conducting threads into the knit.
    This is kick-starting an open-source approach to wearable technology – with embedded sensors and increased functionality. 

    Humans have been making clothes at home for thousands of years - this just happens to be the latest way to do it.

    From 3D knitting machines to a machine that was launched without being made yet…
  • How do you launch a car that can’t be physically experienced? Because it doesn’t exist yet? Not seen in the metal, touched or tested? How do you get people to not only get excited and interested, but to actually buy the first car Volvo ever sold online?

     Let’s take a look at the work we did for Volvo recently.
  • How do you make people comfortable buying a car online that doesn’t exist in the metal?

    The first campaign that didn’t wait for the perfect owners, but actively found them. People who share Volvo’s pioneering spirit.
    We invited them and other influential industry leaders to take a virtual test-drive using Oculus Rift.
    We allowed people to explore the all-new XC90 in our online showroom.
    Ultimately delivering on Volvo’s brand promise – “designed around you” by designing every experience around the customer.

    Ultimately we used marketing to pilot the future for Volvo…
  • People had been waiting almost ten years for the new gen XC90. And we knew that people generally don’t enjoy going to dealerships.
    Data supported piloting e-commerce - people were becoming more comfortable with bigger online purchases
    The limited edition XC90 allowed us to pilot e-commerce, comfortably. We were looking at 1,927 cars.
    Based on the success of this case, Volvo is now exploring richer and larger e-commerce solutions.
    Be comfortable with the word “beta”. With the rapid pace of technology, perhaps nothing is ever perfectly finished.

    Now let’s explore a tool for change…
  • CATALITIC questioning is a question-centric alternative to brainstorming. Asking questions is key to finding the right answers in the age of mega data.

    The greater data we have, the harder it is going to be to discover its implications. In 2015, a new approach to analysis – catalytic questioning – will give business leaders fresh insights and transform markets.

    Let’s get started with one key question and then a few more for inspiration…

  • For many firms, a new wave of tech will force the fundamental question: “What business am I in?”

    Is Starbucks in the coffee or mobile payments business?
    Is Babolat in the business of making tennis rackets or personal training?
    Is Google an internet indexing company or in the trillion dollar energy business?
    Is Volvo in the business of manufacturing cars or making the world a safer place?

    Let’s look at a few more ‘questions for thought’…

  • Are we?
    The mobile wallet wars is also a battle for the most valuable behavioral data
    In the age of instant gratification, this is no longer a nice to have, it’s a must have.
    Using catalytic questioning?

  • Besides insights, creativity and technology…
  • And the future or 2015 has arrived…

    Just as ‘Back to the Future’ predicted, the hover board has moved from fiction to fact…Let’s take a look…
  • Actually, this was a stunt, a prank that back-fired and really angered the community, especially Tony Hawkes fans. They had to produce an apology video.

    The reaction underscores how ready people are for the hover board, which is actually not that far away…
  • During Back To The Future II, Marty McFly puts on a pair of Nike High Tops that automatically tighten and adjust to fit his feet - using so-called power laces.

    Now, Nike has confirmed it plans to release the real thing this year.
  • Oculus Rift CEO Brendan Iribe recently said that in the long term, the most exciting thing about his company’s virtual reality headset is its potential to revolutionize communications, just as email and telephones did. He envisions people wearing headsets to feel as though they’re in the same room with others around the world in real time—3D phone virtual reality/augmented reality communication, in other words.

    “Face-to-face communication where we can hopefully put on a pair of sunglasses or ski goggles and have a conversation but be in different places in the world—just think how big of an impact that is,” said Iribe.
    “Most people travel and get in airplanes and cars to go have face-to-face communications. If you could throw on a pair of sunglasses and have that same conversation with people around the world … that’s transformative.
    When you think about the big new medias that have transformed the world, it’s communications—the telephone, the Internet and personal computers.This is an application that could appeal to billions of people.”
    Why it’s interesting: Pundits have speculated on the future of Oculus Rift and its potential to revolutionize gaming, retail and entertainment. Communications is a new avenue.