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"Beam me up, Scotty"
Transformation in the Digital Age
Wednesday 19th April 2017 4pm (GMT) | By Andreas Weber, Head of Value
Presented by

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"Beam me up, Scotty" — Transformation in the Digital Age
AGENDA
◦ Secrets of Transformation
◦ Impact on Print / Graphic Communications
◦ Learn from the best (selected cases)
◦ Guidelines
Transformation begins in the head.
And if the mission is successful,
it ends there again.

3.
AGENDA
◦ Secrets of Transformation
◦ Impact on Print / Graphic Communications
◦ Learn from the best (selected cases)
◦ Guidelines
"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek μεταμόρφωσις,
"transformation, transforming",
from μετα- (meta-), "change"
and μορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!

5.
"Beam me up, Scotty" — Transformation in the Digital Age
Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek μεταμόρφωσις,
"transformation, transforming",
from μετα- (meta-), "change"
and μορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!

6.
"Beam me up, Scotty" — Transformation in the Digital Age
Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek μεταμόρφωσις,
"transformation, transforming",
from μετα- (meta-), "change"
and μορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!

7.
"Beam me up, Scotty" — Transformation in the Digital Age
Secrets of Transformation
+ In fact it means a smart
METAMORPHOSES.
(Like MORPHING visuals… —
from Greek μεταμόρφωσις,
"transformation, transforming",
from μετα- (meta-), "change"
and μορφή (morphe), „form".)
+ Always related to human culture!
≠ in any case not only a result of
technological changes!

8.
AGENDA
◦ Secrets of Transformation
◦ Impact on Print / Graphic Communications
◦ Learn from the best (selected cases)
◦ Guidelines
"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
Impact on (or: via) Print
+ "Babylonian merchants began
producing stone tablets to advertise
their products while they were
visiting new towns."
Source: The History and Psychology of Direct Mail
≠ in any case a natural and
cultural phenomenon since
thousands of years!

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"Beam me up, Scotty" — Transformation in the Digital Age
Victor Hugo describes in
’The Hunchback of Notre
Dame’ (Paris, 1831)
precisely the scenario that
we are currently facing:
through the innovations in
the publishing and print
industry, the existing
information architecture is
collapsing!
Secrets of Transformation: ”Ceci tuera cela!“ — This will kill that!

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"Beam me up, Scotty" — Transformation in the Digital Age
"Beam me up, Scotty"
What was the most
sustainable step for
transformation in
the human culture?
— Gutenberg's
invention for print
innovation

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"Beam me up, Scotty" — Transformation in the Digital Age
"Beam me up, Scotty"
drupa2016 red sofa — statement by Andreas Weber
”All about print and transformation, beyond technology!”
zeitenwende007 (@zeitenwende007)
09.06.16, 12:05
#drupa2016 #druparedsofa— Lessons learned. Think&Act
#beyondtechnology! #Transformation is key to
#reinventyourself pic.twitter.com/jG2iftFBUW

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"Beam me up, Scotty" — Transformation in the Digital Age
Learning: It is all about Human-to-Human

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"Beam me up, Scotty" — Transformation in the Digital Age
Source: ValueTrendRadar via David Baldaro, crossmediaconsultancy.co.uk
Only H2H leads to Transformation in the Digital Age!

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AGENDA
◦ Secrets of Transformation
◦ Impact on Print / Graphic Communications
◦ Learn from the best (selected cases)
◦ Guidelines
"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
"Beam me up, Scotty"
What was the most
sustainable step for
transformation in the
Digital Age?

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"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
https://youtu.be/9hUIxyE2Ns8
„Götterdämmerung!“ | Gods Dawn

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"Beam me up, Scotty" — Transformation in the Digital Age
Main reasons why Apple became
a global leader in transformation:
• Perfect website and web stores
• Best-in-class (physical) flagship stores
• High value of PRINT (AirPrint, iPhoto
books, premium packaging…)
Key: Extraordinary market orientation
and performance promise — dedicated to
a sustainable digital lifestyle experience!
Who is #1 among the global brands when it comes
to all things multichannel? — APPLE!

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"Beam me up, Scotty" — Transformation in the Digital Age
Steve Jobs is my idol
forever!
Learning: A manifest, a master
plan oriented to the past is
what is always first needed to
define new guidelines for
decades to come.
Apple became the global No. 1 in the field of multichannel!
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Source: Apple Confidential. Steve Jobs 23. Sept. 1997

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"Beam me up, Scotty" — Transformation in the Digital Age
Learning: Global Transformation via Print Innovations. BINGO!

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"Beam me up, Scotty" — Transformation in the Digital Age
"Beam me up, Scotty"
Challenge: Consultancy
fails in most cases!

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"Beam me up, Scotty" — Transformation in the Digital Age
GAFA (Google, Amazon, Facebook, Apple)
OTHERS

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"Beam me up, Scotty" — Transformation in the Digital Age
SOURCE: http://www.game-changer.net/2016/08/29/10-emerging-technologies-that-will-drive-the-next-economy/#.V9pJ94Z97IV

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"Beam me up, Scotty" — Transformation in the Digital Age
#Iot
#BigData
#Masscustomization
#H2H
SOURCE: http://industrialinternetnow.com/mass-customization-manufacturing-enabling-customer-centric-value-creation/

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"Beam me up, Scotty" — Transformation in the Digital Age
SOURCE: Getty Images
Let's get disruptive! — Focus on ’Social’ as a resource!

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"Beam me up, Scotty" — Transformation in the Digital Age
Source: ValueTrendRadar via David Baldaro, crossmediaconsultancy.co.uk
REMINDER: H2H leads to Transformation in the Digital Age!

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Focus on Innovation
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Crucial: Transformation
first to be able to innovate!
Not vice versa!
Transformation begins in
the head. And if the
mission is successful, it
ends there again.

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Focus on Innovation
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
This sweeps away all those
who lead one to believe that
salvation lies in the
inexhaustible innovative power
of the latest technology.
That is a fallacy.
Salvation lies in thinking
based on a sound human
understanding that recognizes
fundamental needs and
anticipates the new!

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Learnings from Social Media
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/
From
Push
to Pull
to
Listen
Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Customer needs/behavior
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"Source: http://startupmywebsite.com/having-a-two-way-conversation-on-social-media/

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Paradigm Shift
Hans-Otto Schrader, CEO Ottogroup, the leading trading company,
relies on best-in-class direct marketing.
Showdown at Publishers' Summit 2016 in Berlin:
Ottogroup became a highly competitive
media and publishing company to run his trading
business in real-time!
Focus: content, community, commerce
Competency: to address directly anyone anywhere
anytime via omnichannel approach
Task: Manage the basic revolution driven by disruptive
consumer behavior
Challenge: holistic approach to enable emotionally
differentiated business models

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — 404 Fundamental Error
The impact of the Internet of
Thing(s) plus AI implies:
Technology determines the way
we live and how we communicate!
—Sounds great! BUT:
Our lifestyle and communication
behavior determine which role
technology has to play!

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Most Common: Direct Mail
Even Google is
using physical
direct mails…

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"Beam me up, Scotty" — Transformation in the Digital Age
Worst Case: False focus leads to bankruptcy!
http://www.print.de/News/Markt-Management/Druckerei-Schreckhase-stellt-Insolvenzantrag_5070

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Focus on Transformation
https://www.pastbook.com/beautiful-photo-books/
“Relive Your
Memories.
Automagically
Created for
You!”

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"Beam me up, Scotty" — Transformation in the Digital Age
“We live in an amazing Era of
exponential growth.
The technology for all of this exists
already, it’s not fantasy. I cannot
wait to make it part of my life and
being able to contribute to it.” —
Stefano Cutello, Founder & CEO of
PastBook, at “Mobile Photo Connect” in
San Francisco end of October 2016.
Source: ValueDialog — Great task by PastBook’s CEO Stefano Cutello:
“Relive Your Memories. Automagically Created for You!”
Let's get disruptive! — Focus on Transformation

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Focus on Transformation
https://www.pastbook.com/beautiful-photo-books/

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Print is Lifestyle
SOURCE: https://www.nettl.com/uk/

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"Beam me up, Scotty" — Transformation in the Digital Age
Let's get disruptive! — Print is Lifestyle
SOURCE: https://www.nettl.com/uk/
Bernd Zipper and Peter Gunning

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"Beam me up, Scotty" — Transformation in the Digital Age
Best Partner: Print + Multichannel
SOURCE: http://www.xmpieusers.org

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AGENDA
◦ Secrets of Transformation
◦ Impact on Print / Graphic Communications
◦ Learn from the best (selected cases)
◦ Guidelines
"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Guidelines — Focus on Transformation
Think different to be
disruptive!
Think about how to
transform yourself to be able
to transform established
businesses or markets!

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"Beam me up, Scotty" — Transformation in the Digital Age
Source: ValueTrendRadar Analysis "Transformation — Beam me up, Scotty"
Create and offer a
new way for a smart
and seamless
customer journey
driven by a great
customer experience!
Guidelines — Focus on Transformation

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"Beam me up, Scotty" — Transformation in the Digital Age
Needs
are the
measure
of all
things!
Source: Value Communication’s MANIFESTO
Guidelines — Time for a new Thinking!

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"Beam me up, Scotty" — Transformation in the Digital Age
Needs
are the
measure
of all
things!
Guidelines — Time for a new Thinking!
https://valuetrendradar.com/2014/01/20/needs-are-the-measure-of-all-things-2/

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"Beam me up, Scotty" — Transformation in the Digital Age
1. Disrupt your mind!
2. Learn from the best!
3. Transform yourself!
4. Identify the relevant technologies plus
the right innovation solution partners!
5. De-construct — re-construct your
business + go-to-market scenario!
6. Really know your audience
(don’t just assume you do)!
7. Keep your message relevant
and simple! Via Social Media…
Last but not least:
Don't miss opportunities!
Let's get disruptive! — Guideline & Conclusion

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"Beam me up, Scotty" — Transformation in the Digital Age
CONCLUSION
Become part of the game.
Enable Transformation
via Print Communication
Innovations — driven by
a sustainable Multichannel
approach!
It’s that simple…

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DISCLAIMER: @ 2017 by Andreas Weber. For personal usage only.
Let's continue the conversation
on TRANSFORMATION!
Contact: Andreas Weber, Head of Value
Mainz, Germany | Twitter @ValueCommAG
Blog www.valuetrendradar.com
"Beam me up, Scotty" — Transformation in the Digital Age

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"Beam me up, Scotty" — Transformation in the Digital Age
Guidelines — Time for a new Thinking!
Source: https://youtu.be/sMEA1LJQJyI

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"Beam me up, Scotty" — Transformation in the Digital Age
Guidelines — Time for a new LEARNING!
SOURCE: ValueAcademy