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Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress

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Y&R Global CEO David Sable’s keynote presentation at the 2016 Mobile World Congress 4YFN Conference offers a different perspective on Disruption.

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Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress

  1. 1. DAVID SABLE GLOBAL CEO, Y&R MOBILE WORLD CONGRESS FEBRUARY 2016 MOBILE DISRUPTION?
  2. 2. WARNING WARNING WARNING…
  3. 3. DISRUPTOR BE DISRUPTED!
  4. 4. LET’S TAKE A STEP BACK
  5. 5. SOCIETY HAS ALWAYS ADVANCED EXPONENTIALLY THROUGH DISRUPTION CAVE PAINTING GUTTENBERG PRESS
  6. 6. TODAY’S REALITY “SAN FRANCISO TECH CULTURE IS FOCUSED ON SOLVING ONE PROBLEM: WHAT IS MY MOTHER NO LONGER DOING FOR ME?” — VANITY FAIR SEPTEMBER 2015
  7. 7. DISRUPTION VS EVOLUTION THE DIGIBABBLE CONUNDRUM
  8. 8. “AMAZON DISRUPTS THE LAST MILE!” — YOUTUBE “20 YEARS OF AMAZON: 20 YEARS OF MAJOR DISRUPTIONS” — USA TODAY AMAZON SEARS MANIFESTO 1897 It is the Policy of Our House to Supply the Consumer Everything on which we can save him money, goods that can be delivered at your door anywhere in the United States for less than they can be procured from your local dealer.
  9. 9. “AMAZON IS RIPE FOR DISRUPTION” — FORBES
  10. 10. INVESTMENT IN DELIVERY START-UPS UP 1,100% Y/Y “Trying to duplicate what local pizza shops have been doing for decades—usually for free—is not necessarily innovation…” — New York Times Jan 2016
  11. 11. “THE SILICON VALLEY BUZZWORD [“DISRUPTION”] HAS THE AFTERTASTE OF A SUCKED BATTERY. IT DOESN’T EVEN MEAN ANYTHING ANYMORE…” — THE GUARDIAN INNOVATORS NEED A NEW FOCUS
  12. 12. DISSIDENCEA dissident, broadly defined, is a person who actively challenges an established doctrine, policy, or institution. When dissidents unite for a common cause they often affect a dissident movement. dis·si·dence
  13. 13. BREAKING CONVENTION IT’S ABOUT
  14. 14. “CVS/PHARMACY WILL STOP SELLING CIGARETTES AND ALL TOBACCO PRODUCTS AT ITS MORE THAN 7,600 STORES NATIONWIDE.” — PRESIDENT AND CEO LARRY MERLO “A YEAR LATER, CIGARETTE SALES REDUCED BY 1% IN 13 STATES” — CVS HEALTH CLAIMS, SEPTEMBER 2015
  15. 15. ACTING OUT OF CONVICTION
  16. 16. HUMMUS SHOP OWNER OFFERS 50% DISCOUNT TO JEWS AND ARABS WHO EAT TOGETHER "Are you afraid of Arabs? Are you afraid of Jews? By us there are no Arabs, but also no Jews. We have human beings! And real excellent Arab hummus! And great Jewish falafel!” -NPR Oct 2015 “The idea’s been well received by Arabs and Jews alike, as well as people online from as far as Japan, Brazil, UK, Switzerland, Italy, and Arab countries..” — KOBI TZAFRIR, OWNER OF THE HUMMUS SHOP
  17. 17. PEOPLE FIRST. NOT MOBILE FIRST. OR ANYTHING FIRST
  18. 18. “FACEBOOK'S '2G TUESDAYS' SIMULATE SUPER SLOW INTERNET IN THE DEVELOPING WORLD” -THE VERGE Oct 2015
  19. 19. CHANGING THE WORLD
  20. 20. EDUCATE THROUGH TEXTS In South Africa, reTHINK Education presents subject matters in a chat format as if someone was ''text messaging the student the topic...” “Users are most active between 4am and 8am while travelling to school.” — Timeslive.com Jan 2016
  21. 21. DRIVEN BY EMPATHY
  22. 22. A new prosthetic arm can be endlessly customized with Lego pieces so that kids can make it whatever they want it to be.” —WIRED July 2015 “LEGO MAKES EVERYTHING BETTER—EVEN A PROSTHETIC FOR KIDS….
  23. 23. & FOR THOSE WHO NEED IT MOST
  24. 24. GRAND PRIX, MEDIA GOLD, MEDIA SILVER, CREATIVE DATA, PROMO & ACTIVATION BRONZE, MOBILE
  25. 25. DOES NOT DEPEND ON BEST-IN-CLASS TECH
  26. 26. SMS SOS MEXICO CANNES WINNER 2015 CREATIVE DATA
  27. 27. SMART VS. FOLLOWING THE HERD
  28. 28. SMASHED IT OLD FASHIONED WAY BROKE RECORD FOR SINGLE WEEK SALES TICKETS TO HER US CONCERTS SOLD OUT IN MINUTES ADELE WAY, WELL WHILE THE SNAPCHAT LAUNCHING ON SNAPCHAT, HER FIRST ALBUM IN 20 YEARS THAT DIDN'T MAKE IT TO NUMBER ONE. MADONNA
  29. 29. TWO FINAL THOUGHTS
  30. 30. “PROFIT IS SOMETHING AMAZON HAS TRAINED WALL STREET NOT TO EXPECT.” - New York Times Jan 2016
  31. 31. We can change the world with the tools we have. Or we can watch them be used against us.
  32. 32. #beadissident
  33. 33. DAVID.SABLE@YR.COM WEEKLYRAMBLE.COM @DAVIDSABLE THANK YOU!

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