Big Data + Big Ideas = Big Impact

BIG DATA + BIG IDEAS = BIG IMPACT Prof. Peter Fisk peterfisk@peterfisk.com @GeniusWorks

POTENTIAL OF BIG DATA

Data is the new oil

Mobile is the new brain

Volatile Uncertain Complex Ambiguous +genius

Vibrant Unreal Crazy Astounding

Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7

Globalisation Turbulent markets New economies New business models Biotech Internet of things Clean energy Nano tech Healthcare Resource shortages Transparency Travel Climate change Urbanisation Bio diversity Population growth Agelessness Creative class Digital natives Women Mobility Open education Cloud intelligence Entrepreneurship Sustainable living Culture fusion Localness Storytelling Wellbeing Happiness Caring Tribal Authenticity Collaboration Lifetime learning Empowerment Building blocks to the future

Exponentially changing world 1 2 4 8 16 32 64

Exponential rise of big data 2010 1ZB 2015 7ZB 2020 40ZB Zetta = 10 1 Zettabyte = 1 trillion GB 21

Contacts Emails SMS messages Direct marketing Photos Blogs Search E-Commerce Advertising Digital marketing Recommendations Music Photos Video Games M-Commerce Sensors Transactions Log files eGovernment Weather Conferencing GPS Locations Internet of things Intelligent processes CRM/ERP Web 2.0 Big data Data Volume Data Complexity 10 B 18 10 B 15 10 B 12 10 B 9

4-Vs-of-big-data=4-Vs-of-big-data4-Vs-of-big-data

Exponential impact of mobile 2010 1ZB 2020 40ZB

Exponential impact of video 2020 40ZB 2010 1ZB

Exponential impact of Asia 2020 40ZB 2010 1ZB

3 Billion new consumers

Weather to farming and fashion

Exponential impact of cloud 2020 40ZB 2010 1ZB

Exponential impact of IOT 2020 40ZB 2010 1ZB

Connecting data

Intelligent everything

Every second

Every minute

Think different

Can you see the man?

EMOTIONAL INTUITIVE CONNECTED

RATIONAL ANALYTICAL FOCUSED

EMOTIONAL INTUITIVE CONNECTED RATIONAL ANALYTICAL FOCUSED

LEFT BRAIN + RIGHT BRAIN

INTELLIGENCE + IMAGINATION

IMPROVEMENT + INNOVATION

BIG DATA + BIG IDEAS

CERN Hadron Collider

$125bn analytics market

Top job 2020: data scientist

Examples of big data … enabled by telecoms

23andMe DNA profiling

DNA drives personal health

Editd … predicting trends

Editd … transforming fashion

Scanadu Scout … health sensing

Scanadu Scout … transforming health

Catapult … better performance

Catapult … the new sports coach

Ford … Big Drive

Ford … better performance

Big data storage

Big data brokerage

Big data automation

Big data storytelling

Technology Products Applications Services Stop thinking technology

Customer Propositions Business models Experiences Technology Products Applications Services Start thinking customer

Customer Propositions Business models Experiences Start thinking customer

Asia and youth

Asia and youth Who I am What I’ve bought What drives me What’s going on Where I’m going Where I’ve been Where I am What I like What I need

Big ideas for customers

Nike+

Nike+ Training Club

Disney MyMagic

Incredible experiencesDisney MyMagic

E-Estonia

Estonia E-Citizens

GE Brilliant Machines

Customer Propositions Business models Experiences Technology Products Applications Services

SMALL BUSINESSESSMALL BUSINESSESFAMILIESYOUNG PEOPLE PIRMIAUSIA JUS +genius

PIRMIAUSIA - JŪS Customer-Centric Brand Building Workshop What are our propositions to customers? Summary of outputs Trakai, 12-13 July 2011 with Peter Fisk Customer Insight Customer Proposition Customer Experience What is most important to each target segment? How do we enable them to achieve more? How will we deliver the proposition? PROCESSPIRMIAUSIA JUS +genius

YOUNG PEOPLE (Pre-Paid) Energisers Enablers Essentials Freedom Being part of what’s happening now Fast and connected Sex Parties Trends Get more money Finding a better job Connecting with the right people Have the coolest gadgets Be part of social networks Image Friends Money +genius

YOUNG PEOPLE (Pre-Paid) Youth/young adults, 15-24 years, Students/graduates, facebookers Target Audience Freedom to make the most of now Customer context We give you the freedom to be part of what’s happening Distinctive benefits Fast speeds, Connected with People like you Priority features 5 to 10% above Tele 2 Price position Not the cheapest price Not the largest community Customer Trade-off We help you make more money so you can enjoy life to the full Opportunities to find a better jobs through apps and networks +genius

YOUNG PEOPLE (Pre-Paid) Choose Start Pay Enjoy Continue Leave New channels to market (eg Coffee Inn, McDonalds), with relevant gifts (from partners) and discounts Personalised ID cards Don’t lose friends, inform them new number Info about events now (SMS, IVR, CC) New channels to market (eg Coffee Inn, McDonalds), with relevant gifts (from partners) and discounts Surprise when top-up Top-up fun … play game, get more Link to other types of purchases Secrets events, parties, seminars Offers with lovemark partners (RedBull etc) Job Market apps, networks,marchmaking You never leave us – Ezys alumni Loyalty programme with other brands +genius

Process for developing the customer strategy Customer insights Finding the essentials, enablers and energisers Customer context Reframing in terms of what we enable, not what we do Customer narratives Articulating the situation and complication for customers Customer solutions Designing customised solutions including the iconic features Customer propositions Defining the value to customers as distinctive benefits and price Customer experiences How we will communicate, sell, support and enable customers 1 2 3 4 5 6

Indispensible Time can kill How manage? No more waste Free (smart)phone Free netbook Limit tariffs Yellow page listing Cloud management HSBC Business Info Location-based news Grow business Limited time Grow without time? Digital office Performance consultant Start, tech, biz, mktg Smartphone Internet connection Mobile payment Mobile signature Cloud management Website design Santex voice svs Finance/Reg updates Care but changing Too busy to learn Tech to care more? Connect to your world MED Talks Best p, new tech, cases Smartphone PC, printer Mobile office PDX Special numbers Emergency call screening Need to be in store No freedom to live How escape stor?e Manage from distance Prescription alerts Smartphone Internet broadband Mobile internet Mobile broadband PC, printer Sales database Regulation updates Cloud management Success is selling best Most time with buyers How more with sellers? Digital real estate Seller alerts Smartphone Connecting w/banks Instant credit checks Mobile braodband Payment caps Buyer alerts Business news Route planning Location house search Most of day running Lots of wasted time More time for family? Use time better Law App Cases, clients, community Smartphone Cloud internet Client database Mobile banking E-timesheets Route planning/traffic Premium rate services Artisans Accountants Doctors Real Estate Pharmacists Customer narratives … and emerging solutions Lawyers

Artisans AccountantsDoctorsReal Estate Pharmacists Integrating audiences and propositions Lawyers Time to do more Time to do (sell) more Time to do more Time to do (care) more More from your time More from your time Business Network Digital Agency Store Manager Mobile Medic Digital Accountant LawApp M-Marketer M-Office M-Marketer M-Alerts M-Office M-Alerts Cloudmanager M-Office CloudManager M-Office CloudManager Easyphone Smartphone TimeManager Smartphone Smartphone TimeManager Smartphone Time Manager Smartphone TimeManager Retail mindset Retail mindset Retail mindset Professional mindset Professional mindset Professional mindset Personal motive Business motive Personal motive Personal motive Business motive Personal motive $$$ $$ $

Time Manager Customer Catcher Store Manager Business Owner Network Time Manager Pro Easy Office Client Manager Specialist Apps Operational “Retail Owners” Professional “Practice Owners” Business Network Digital Agency Mobile Medic Digital Accountant LawApp Client Database M Alerts M-Office Easyphone Smartphone TimeManager Smartphone Smartphone TimeManager Cloud Manager M-Marketer M-Marketer Cloud Manager Store Manager The solutions are largely customised packages of existing products, and those of third parties.The overall goal is to add value and differentiation, to thereby move away from tariffs. Structuring and packaging the solutions

Inspiring solutions for business owners Time Manager Customer Catcher Store Manager Business Owner Network Time Manager Pro Easy Office Client Manager Specialist Apps Operational “Store Owners” Professional “Practice Owners” Smartphone 3 dedicated tariffs Time manager apps Office manager apps Personal/business PBX Special numbers Customer database CRM/messaging SMS alerts Specialist content Professional community Law App, Med App “Easy”smartphone 3 dedicated tariffs Time manager apps Office manager apps Business process apps Customer database CRM/messaging SMS alerts Online/physical network Awards/seminars Exclusive yellow pages

What is the “big data” future for telecoms?

3 telecom strategies are emerging … FAST PIPES SMART TECH DIGITAL LIVING

Everyone does the triple play

Fast and convergent media

But who do consumers trust?

And who’s content is it really?

Disruptive content players

Making technology human

About digital people, about life

How can you make life better?

Not about data or products

Enabling people to live better

Enabling people to do more

Fast … but with a bigger purpose

Technology Products Applications Services Stop thinking technology

Customer Propositions Business models Experiences Start thinking customer

What will you do?

He is a bestselling author, keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to develop more innovative business and brand strategies. He features on the Thinkers 50 “Guru Radar” as one of the best new business thinkers. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot and Coca Cola, DSM and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on customers and experiences, “People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century. His new book "Gamechangers ... Are you ready to change the world?" is published in late 2014, based on extensive research into the 120 companies who are shaking up markets, and making sense of how they lead, innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. And most of all, how to lead your business to a better future. Peter Fisk

Email: peterfisk@peterfisk.com Website: www.theGeniusWorks.com New book: www.Gamechangers.pro Twitter: @GeniusWorks