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DAVID SABLE
GLOBAL CEO, Y&R
MOBILE WORLD CONGRESS
FEBRUARY 2016
MOBILE
DISRUPTION?
WARNING
WARNING
WARNING…
DISRUPTOR BE DISRUPTED!
LET’S TAKE A
STEP BACK
SOCIETY HAS
ALWAYS
ADVANCED
EXPONENTIALLY
THROUGH
DISRUPTION
CAVE PAINTING GUTTENBERG PRESS
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
DISRUPTION VS
EVOLUTION
THE DIGIBABBLE
CONUNDRUM
“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.
“AMAZON IS RIPE FOR DISRUPTION”
— FORBES
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
“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
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
BREAKING
CONVENTION
IT’S ABOUT
“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
ACTING OUT
OF CONVICTION
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
PEOPLE FIRST.
NOT MOBILE FIRST.
OR ANYTHING
FIRST
“FACEBOOK'S '2G TUESDAYS'
SIMULATE SUPER SLOW
INTERNET IN THE
DEVELOPING WORLD”
-THE VERGE Oct 2015
CHANGING
THE WORLD
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
DRIVEN
BY EMPATHY
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….
& FOR THOSE
WHO NEED IT MOST
GRAND PRIX, MEDIA
GOLD, MEDIA
SILVER, CREATIVE DATA,
PROMO & ACTIVATION
BRONZE, MOBILE
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
DOES NOT DEPEND
ON BEST-IN-CLASS TECH
SMS SOS
MEXICO
CANNES WINNER 2015
CREATIVE DATA
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
SMART VS.
FOLLOWING THE HERD
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
TWO FINAL
THOUGHTS
“PROFIT
IS SOMETHING AMAZON
HAS TRAINED WALL
STREET NOT TO EXPECT.”
- New York Times Jan 2016
We can change the world with the tools we
have. Or we can watch them be used against us.
#beadissident
DAVID.SABLE@YR.COM
WEEKLYRAMBLE.COM
@DAVIDSABLE
THANK YOU!

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

Editor's Notes

  1. Big headline
  2. INSERT ROBBIE THE ROBOT
  3. “The majority of big start-ups are actually glorified distribution companies that are trying, in some sense, to copy what Domino’s Pizza mastered in the 1980s when it delivered a hot pie to your door in 30 minutes or less…Or maybe it’s simpler than that. As one technologist overheard and posted on Twitter,
  4. Whats the next evolution?
  5. WE NEED A NEW FOCUS
  6. Kobi Tzafrir, owner of the Humus Bar in a shopping mall in north of Tel Aviv, advertised a 50% discount on Facebook to jews and arabs who eat together at his restaurant
  7. “The initiative is designed to help employees empathize with users in booming markets like India, Thailand, and much of Latin America, but also to help them work out what they could improve about the app to make it more usable on slower connections”
  8. Kobi Tzafrir, owner of the Humus Bar in a shopping mall in north of Tel Aviv, advertised a 50% discount on Facebook to jews and arabs who eat together at his restaurant
  9. Torres is a Chicago-based Colombian designer who developed Iko during a six-month internship at Lego’s Future Lab, the experimental research leg of the Danish toy brand. While at Lego’s lab, Torres was struck by Lego’s ability to foster social connections, and he saw the potential to make prosthetic-wearing kids into social magnets through their hackable limbs.. Iko lets kids build the Lego creations they need on a pop-and-lock connector terminal on the forearm component.