This document discusses how mobile technology, social media, and the internet of things are driving business transformation and changing consumer behaviors and expectations. It notes that mobile is now the dominant form of internet access, social media empowers content creation and sharing, and connections are being integrated into more devices and services through technologies like sensors, tracking, and artificial intelligence. Startups are quickly launching new services to meet changing needs. To succeed, brands must design digital experiences that match these connected, mobile-first expectations by treating their interfaces as the new interface between the company and customers.

1. Designing Brands for
the Connected Age
11 December 2015
Chris Colborn, Chief Design & Innovation Officer

2. Communications
Products & Service
Business
TransformationConsultancy
Agency
Innovation
Studio

3. 3
Mobile is now the best
version of the Internet.
SHIFT 1

4. 4
Mobile is driving business transformation
NEW INTERACTIONS
Swipe
Pinch
Keyboards
Cameras
Microphones
Accelerometers
Push notifications
Deep links
Geo Location
Beacons
Wallets
Touch ID

5. 5
Social powers content
creation and curation.
SHIFT 2

6. 6
NEW BEHAVIORS
Shares
Likes
Pins
Tweets
Re-tweets
Feeds
Filters
Live casts
Deep links
Check-ins
Stories
Emojis
Social let’s everyone have their own Internet

7. 7
Connections are being
baked into everything.
SHIFT 3

8. 8
NEW INTELLIGENCE
Sensors
Tracking
Analysis
Prediction
AI
Robotics
M2M connections
Scripts
Biometrics
Haptic feedback
VR
AR
IoT increases connections exponentially

9. On the new frontier,
nothing is settled.

10. 10
Startups are resetting expectations
Need a date? Order take-out Need Workplace
HR Services
Buy a house Rent a Car
Get Financial Advice Scalp sports tickets Do household chores Hire a Freelancer Ship something
Hail a Cab Rent out
your apartment
Communicate
amongst your team
Get health insurance Get groceries
delivered

11. 11
1M
10K
100
1
1960 1970 1980 1990 2000 2010 2020 2030
Source: Company Data, Morgan Stanley Research
Web 1.0 Web 2.0 Web 3.0
COMPUTING DARWINSISM 1960 - 2030
DEVICES/ USERS (MM IN LOG SCALE)
MAINFRAME
1MM+ UNITS
MINI-COMPUTER
10MM+ UNITS
PC
100MM+ UNITS
DESKTOP
INTERNET
1BN+ UNITS
MOBILE
INTERNET
BILLIONS
OF UNITS
INTERNET
OF THINGS
10B+ UNITS

12. IT’S A GREAT TIME TO BE A
DESIGNER
It’s a great time to be
a (digital) designer

13. 13Proprietary & Confidential. /
13

14. 14
Brand = Interface Company
Interface
Customer
Interface

15. Corporations must
act like start-ups.

16. 16Proprietary & Confidential. /
16

17. 17

27. ALVIO
CASE STUDY
VIDEO

34. EQUINOX
CASE STUDY
VIDEO

35. Start now…
Chris Colborn
colborn@rga.com