NEXTDC - Craig Rispin, Futurist Keynote 2 July 2015

1. CraigRispinCSP

3. People
Business Technology
Life Sciences
W
ork/Life Shift
Acceleration
Age Wave
Education
Re-Engineering
Global
Nomads
Free
Agency
End of
Retirement
Emerging Models
Sharing
Economy
Marketing
Megatrend
Trust
Economy
Machine Learning
Cloud
Computing
Security
Scare
Coworking &
Collaboration
Massively
Mobile
Internet of
Things
Big Data

5. “Craig we’ve seen more
change in the last 3 years
than in the last 30.”

6. A.T. Kearney Studied
Why Strategic Planning
Sessions Tend to Fail...

7. Strategy Formulation What Goes Wrong?
LackOfUnderstandingOfFutureTrends(88%)
LittleUnderstandingOfInternalCapabilities(87%)
TooMuchTop-downApproach(84%)
NotEnoughLogicalThinking(84%)

8. Technology Changes
Exponentially
People Think Linearly

9. Did You Know -
That in 2028?
Video Discussion

11. Discuss with a Partner:
What Did You Find Most
Interesting in the Video?

12. We’re Living in a World
of Exponential Change

13. Where iPhones are
More Valuable Than Oil

15. And 100 Companies are
Valued at More Than
$1Billion

16. That Haven’t Even
Publicly Listed Yet...

20. Who is Your Startup
Liaison Officer?

23. How Can You Keep Up
with Exponential
Change?

26. Disruptive Change for
Data Centres

27. IDC Data Center Opportunities:
8.7M Data Centers by ’17
1.94 Billion Square Feet ’18
DCIM Plays a Crucial Role

28. Data Centre Threats/Opps:
Cyber Security
Internet of Things
Silicon Photonics
Differentiation

32. The Internet of Things:
50 Billion Devices
by 2020?

33. MWC IoT: 50 Billion Is Only the Beginning!

37. What Year Does the
Number of Devices on
the Internet Exceed
Number of People?

39. 2006

40. Personal Health Monitoring

41. Patient Monitoring Device...

42. Ultra-Sensitive Electrical Biosensor Unlocks
Potential for Instant Diagnostic Devices
Source: University of California, Santa Barbara April 17, 2012

43. Confidential and Proprietary space150 ©2013
iBeacon was created to enable your
phone to do things when you’re
close to a specific location
like alert you when you’re in front of this Apple Store
image source: Apple

45. V2V (M2M):
Connected Cars

46. V2V: Will Be Mandated
in All New Vehicles by
2018

51. Big Data:
Data Scientists & Visualizations

52. Meet David McCandless:

54. What’s This a Chart of?
It’s the Facebook Breakup Chart

61. Do You Hadoop?

64. Machine Learning

65. Final Jeopardy?

71. Reaching Global Executives:
12Megatrends in B2B Marketing

72. sked to rate the value of various marketing
activities on a five-point scale, meetings/
conferences and research/surveys top the list.
Today B2B providers view a broad array of
sponsored programmes, such as conferences and
white papers, as a valuable means of capturing
attention and persuading decision makers.
This is not to say that traditional advertising
has lost its appeal. Instead, the conclusion is that
organisations seeking to promote their businesses
are increasingly relying on a range of channels,
including print.
user communities) and passive (print) promotional
channels.
The way forward is clearly a heavier reliance on
creating a programme of thought leadership that
takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories
of marketing activity to your organisation?
(Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles
3.76
3.85
3.61
1M E G A T R E N D O N E
A

73. Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-
chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are
recognised by peers, customers and industry experts as
someone who deeply understand the business they are in, the
needs of their customers, and the broader marketplace in which
they operate.”
“Thought leaders have a distinctively original idea,
a unique point of view or an insight.”

75. 9'of'the'top'11'effective'ways'of'getting'a'
of'involve'Thought'
Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
2.0
2.2
2.3
2.3
2.3
2.3
2.5
2.8
2.9
3.1
3.2
3.3
3.4
3.4
3.7
3.7

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75%

80. Case Study of CFP
Created His Thought Leader Master Message:
“Will Your Money Last as Long as You Will?”
Researched Longevity Conferences, Dates,
Organiser Details, # of Delegates Using Elance
Determined There Were 50 Conferences per Year,
with an Average of 350 Delegates - 17,500 Leads
Used Fiverr to Create PowerPoint Template and
Presentation Flyer Layout
Hired On-Demand VA Service to Market and Answer
Requests to Speak

82. Trust Economy

83. 1 Billion Names
are Googled
Every Day

84. There Are No
More Blind
Dates...

86. ...Especially in
Business

88. SEO is Dead (or Dying)
Paid Placement &
Social Proof Rules

89. Online Reputation
Managment
(ORM)

93. Massively Mobile

102. How Big is Mobile Today?
7B People in the World
6.8B Mobile Subscribers
1.5B 3G/LTE Subscribers

103. 1.9 Billion Mobiles
Sold in 2014

104. 97%Phones per 100 Citizens

107. How Many Mobile
Internet Devices
in Your House?

108. This is Leading Many
Organisations to Have a
‘Mobile First Policy’...

111. Smart TVs
Wearables

113. The Future of Mobile
is Massive!

119. This is Leading Many
Organisations to Have a
‘Mobile First Policy’...