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  1. 1. MEX 2010 Some thoughts on the Manifesto garrett johnston an irishman in russia
  2. 2. Manifestos A manifesto is a public declaration of principles and intentions , often political in nature. Manifestos relating to religious belief are generally referred to as a creed . Manifestos may also be life stance -related
  3. 3. What is “mobile” – don’t we really mean “personal”? + some other issues Will or Should? (manifesto value add) Mission or conviction? Tail or dog? Means or end?
  4. 4. Communications as a detonator Mobile communications 2% of consumer spending Value for operator/customer The other 98% of consumer spending Everything but communications Many contexts. Not just calls! Many devices. Not just phones! Many segments. Not just prepaid and postpaid! Many, many applications. Not just music and video!
  5. 5. The 98% is the shaded area. Someday, it will all be apps
  6. 6. Soon there will be millions of apps. Ultimately, every brand, acitivity and person will need one.
  7. 7. Then the m2m apps come
  8. 8. Customer centricity – the historical lesson world 1500 world 1700
  9. 9. Customer centricity – the operator future world 20 00 world 2015
  10. 10. Let’s talk about desire
  11. 11. The “multi platform experience” is unlikely to pass the “desire” giggle test
  12. 12. Silicon Valley has forgotten the user in its “ecosystems”
  13. 13. Not everyone is into platforms and nodes
  14. 14. But a focus on what and why, rather than how, is what interests the user. For the same reason, car drivers no longer require mechanical skills. Similarly BMW talks about joy, rather than the ultimate driving machine. Being defined by why and what, rather than how, promises greater longevity and relevance
  15. 15. “ Mobile” reminds one of “horseless carriage” – form before function
  16. 16. The long and wide tail of the segment and segments of one customer
  17. 17. Increasingly sophisticated recommendation algorithms
  18. 18. This will upset many antediluvian industrial segmentation methodologies
  19. 19. What’s the difference between the segment and the segments of one customer
  20. 20. The “subatomic” need profile heterogeneity could be colorful
  21. 21. Even unsexy
  22. 22. Say goodbye to stage fright
  23. 23. Potentially also to bad mechanics (surgeons?)
  24. 24. And blind dates
  25. 25. The ideal user interface?
  26. 26. The ideal user interface?
  27. 27. Источник – Telco 2.0 Managing the user experience will be an enormous challenge
  28. 28. O2 have at least adopted a user centric stance
  29. 29. Exactly the same lack of user centricity explains why many companies focus on product revenue rather than customer profitability (both ways) Source: Peppers & Rogers Group Most valuable customers Most growable customers Marginal Unprofitable KEEP GROW share of customer Maximize profit, minimize cost Divest Media E-channels Direct mail Telemarketer In-person service reps Dedicated service reps Customer value
  30. 30. Smart pipe
  31. 31. Smart pipe
  32. 32. Smart pipe Дорожные знаки на польском, г. Дублин, Ирландия Правительство извиняется перед водителями за задержки, связанные с дорожными работами
  33. 33. Dumb versus smart pipe
  34. 34. Police user experience stakeholder management – Russia versus UK
  35. 35. The user experience stakes get higher each year
  36. 36. What “nodes” are we going to connect together <ul><li>Toothbrush ecosystem </li></ul><ul><li>Health club ecosystem </li></ul>
  37. 37. “ The industry” will shortly be “all industries” but the point is valid. Are we not replacing one thought silo with another?
  38. 38. The operators are too complacent to promote these actively
  39. 39. There are really cool voice things happening in voice, but in spite of rather than because of the operators
  40. 40. The real deal is multi-sense - - - -                                                                           Avoidance of risk at construction sites (an alarm sounds if special equipment is handled by anyone other than supervisors - Alert and contact record at medical, long-term care, and childcare facilities. -                                                                                                                                                                                                                                                                                                                                                                                        
  41. 41. - - - -                                                                                                                                                    
  42. 42.                                                                                                                                                                                                                                                                                                                        
  43. 43. Agree, best would be to have no visible interfaces at all. Again, ends versus means. Also beauty is highly subjective
  44. 44. Why should this right apply only to mobile <ul><li>Fixed soon 1 Gbit/s </li></ul><ul><li>Terabit broadband </li></ul>
  45. 45. Its about the apps, stupid <ul><li>Mc Luhan was right too </li></ul><ul><li>Device explosion </li></ul>
  46. 46. We need Gbit/s and Tbit/s home and office broadband, but easier said than done. Also O/S and H/W latencies create bottlenecks. Finally, c creates hard upper limit
  47. 47. Cause and (desired) effect – some scope for rethinking
  48. 48. Needs and wants, surely, rather than data per se
  49. 49. Agreed, but this will depend on many industries working together
  50. 50. What’s a mobile device? (OK, which benefits from pervasive connectivity and/or ubiquitous computation)
  51. 51. What’s a mobile device? (OK, which benefits from pervasive connectivity and/or ubiquitous computation)
  52. 52. What if we didn’t need to touch (e.g. look don’t touch)
  53. 53. But you could enjoy a stroll in the park without any hardware contact
  54. 54. But with other technology crossovers it gets much stronger
  55. 55. Indisputably direct methods of communicating what and when is wanted, bridging spatial and social distances, somewhat predate the internet
  56. 56. In certain cases, smaller screens might be preferable
  57. 57. Examples of content
  58. 58. Biometric session analytics would be good too
  59. 59. Allow for as opposed to anticipate. Single point of focus would be one experience/SLA across various platforms
  60. 60. Agreed, but how does it change the world?
  61. 61. Only when you replace “mobile” with “personal” and “advertising” with “entire value chain”, and inspire with co-creation

Notas do Editor

  • More valuable customers at the top of the pyramid deserve more personalised (and more expensive) service; going down the value scale, cost-effective channels become more appropriate; lowest value customers only get mass media communication and self-service