Meine Folien zu meiner Keynote auf dem Deutschen Online Handelskongress am 09.05.2012 in Frankfurt.

1. Future Trends for Local, Mobile & Social Commerce
Prof. Tim Bruysten
richtwert GmbH | Mediadesign Hochschule
Deutscher Online Handelskongress 2012

2. Agenda
A B C
Beyond Push & Pull Brands and Networks Customer of the Future

3. A Beyond Push and Pull

4. Push `n Pull?
Conference
Office
Family Bowling Customer
Friends
Social
Graphs
Shopping-Center

5. Example
israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk”
katrinayellow: “@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.”
katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would be
interesting :)”
israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would
be way too complicated”
gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keep
it, will you.”
israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our next
moment of inspiration.

6. Social Redaktion
“Conversation is King, content
is just something to talk about.”
—Cory Doctorow

7. 2 Indizien…

8. 1 Network-Connections
are always possible
Conference
Office
Family Bowling Customer
Friends
Shopping-Center

9. 1 Network-Connections
are always possible
Conference
Office
Family Bowling Customer
Friends
Shopping-Center Run innovation?
Win an election?
Save the Euro?
Heal Illnesses?

10. Product Lifecycle
„classical Lifecycle“
100
75
50
Absatz
25
0
Entwicklung Einführung Wachstum Reife Rückgang

11. Product Lifecycle
„Web2.0 Lifecycle“
100
Netzwerk Involvierung
75
50
25
0
Entwicklung Einführung Wachstum Reife Rückgang

12. Product Lifecycle
„Web2.0 Lifecycle“
100
Netzwerk Involvierung
75
50
25
0
Entwicklung Einführung Wachstum Reife Rückgang

13. Involvement
ri ng ng on -X cy
ci ti o
cr
a
ito ur va C o
on dSo n no em
M I D
S M row en id
C p u
O
L iq

14. Involvement
ri ng ng on -X cy
ci ti o
cr
a
ito ur va C o
on dSo n no em
M I D
S M row en id
C p u
O
L iq

16. 2 Networks can be
created spontaneously

17. 2 Networks can be
created spontaneously
…to connect those who share a necessity

18. 2 Networks can be
created spontaneously
…to connect those who share a necessity
Commonalities Complements Discurses Conflicts

19. Taxonomy of Situations
Commonalities Complements Discurses Conflicts
destruktive Destruction Cell Conflict War
coordinative Planning Dialog Argument Attack
cooperative Prayer Conversation Debate Maneuver
collaborative Project Product Change Process
co-creative Vision Procreation Society Discovery
disruptive Utopy Creation Divorce Dystopy

20. B Three Levels of Understanding
Brands in Networks

21. 1 The Roles in a Network

22. 1 The Roles in a Network

23. 2 Understanding your Brand-Archetype

24. 2 Understanding your Brand-Archetype
Servant Seller Seducer Controller

25. 2 Understanding your Brand-Archetype
Servant Seller Seducer Controller
Influence Power

27. 3 Quality of Networks

28. 3 Quality of Networks
1 2 3 4
physical network digital assisted network digital network algorithmic network
rising complexity

29. 3 Quality of Networks
physical network digital assisted network digital network algorithmic network
rising complexity

30. 3 Quality of Networks
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity

31. 3 Quality of Networks
analog formal digital evolutionary disruptive
natural artificial aesthetic
physical network digital assisted network digital network algorithmic network
rising complexity

32. 3 Quality of Networks
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

33. Electronic Stock Exchang
3 Quality of Networks
Workplace
Friends
Family
Party
Clan
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

34. Electronic Stock Exchang
3 Quality of Networks
Workplace
Friends
Family
Party
Clan
Net Range Index
„Genotype“ analog formal digital evolutionary disruptive
„Sociotype“ natural artificial aesthetic
„Phenotype“ physical network digital assisted network digital network algorithmic network
rising complexity

35. C Customer of the Future

36. Book AudioBook eBook
Documents

37. Book AudioBook eBook Experience
Documents Performances

38. Book AudioBook eBook Erfahrungen
Dokumente Performate
Defined through the producer Defined by Society

39. Familie
Empfehlungen
Freunde
80% der Menschen vertrauen
Konferenz
Empfehlungen von Freunden.
Kunde
(nur 14% vertrauen der Werbung)

40. Familie Kegelklub
Belohnung (Motivation)
Freunde
Konferenz
Kunde

42. Evolution of Markets
Space Medium
Borders Themes
Inhabitants User
Territory Network
Property Awareness
http://www.rand.org/pubs/working_papers/WR433.html
Spatiale Culture Communication Culture
Territorial Laws Educational Strategy

43. Future Consumer…
Conference
Office
Family Bowling Customer
Friends
Shopping-Center

44. You can‘t fight complexity
Niklas Luhmann

45. Contact
xing.com/profile/Tim_Bruysten
Prof. Tim Bruysten facebook.com/bruysten
www.bruysten.com de.linkedin.com/in/bruysten
twitter.com/timbruysten
richtwert GmbH
www.richtwert.eu
Information: http://richtwert.eu/dohk2012/