6. No candle-maker has become bulb manufacturer.
No carriage-maker has become car producer.
The post office did not invent the email.
Frankly Partners digitalization
8. Frankly Partners technology is the media
technology
is the media
Since Gutenberg and 1450’s, printing
press was the core of media. Now,
9. Frankly Partners technology is the media
President Roosewelt begun his famous Fireside Chat radio speeches in 1940’s.
President Obama continued the tradition, but not in radio. Technology, Google Hangouts replaced the media.
10. Frankly Partners technology is the media
Putous
(most watched TV show
in Finland, week 5)
1 931 000 viewers
Pew Die Pie
(random Swedish game
geek, one clip, week 5)
6 225 000 views
(and 20M YouTube followers)
11. Frankly Partners technology is the media
Sanoma
(content)
10 000+ employees
1081 M€ market value
Instagram
(platform)
16 employees
730 M€ market value
17. Frankly Partners new demand patterns will emerge
“The only thing keeping most big companies from creating new categories is their
lack of imagination - to see beyond what they’re selling today”
Eddie Voon & Linda Deeken
Harvard Business Review 03/2013
18. Frankly Partners new demand patterns will emerge
“People tend to visit same sites, watch the same videos, read the same articles,
and eventually, think the same thoughts.”
Internet = Xerox?
19. Frankly Partners new demand patterns will emerge
Within the endless loop of sharing and curating, winners are those
creating new categories, thus new demand.
Technology has changed travel & booking.
But not yet the cruise industry.
20. Frankly Partners new demand patterns will emerge
Create a new category. Create new demand.
21. Frankly Partners new demand patterns will emerge
Customer centricity
“What causes the customer behavior?”
“From the age of the mass to the
age of the individual.”
Source: Helge Tenno
NEW VALUE
PROPOSITIONS
NEW BUSINESS
MODELS
NEW JOBS-
TO-BE-DONE
NEW CUSTOMER
JOURNEY
NEW MARKETS
NEW
RELATIONSHIPS
NEW MEETING
PLACES
22. Frankly Partners future leadership is the only growth driver
Data and analytics changed
already the game. But the
future leadership
is the only growth driver
23. Frankly Partners future leadership is the only growth driver
“With data-driven insights, companies can achieve 10 %
to 30 % improvements in marketing performance, yet
maintain their existing budgets.”
- Nichols, on Harvard Business Review
24. Frankly Partners future leadership is the only growth driver
REVENUE
MARKET
SEASON
UNEMPLOYMENT
CONSUMER
INDEX
GAS PRICE
ONLINE
DISCUSSIONS
COMPETITORS
PRODUCT LAUNCHES
PRICING
ADVERTISING
PROMOTIONS
ACTIVATION
REVENUE
SOLD ITEMS
MARGIN
MARKET SHARE
CLIENT LIFE-TIME VALUE
PRINT ADS
TV COMMERCIALS
SO-ME
DIRECT MAIL
SEARCH (SEM/SEO)
MARKETING
PR
DIALOGUE
MOBILEAP
PS
CLIENT SERVICE
PROMOTIONS
POINT OF SALE
EARNED MEDIA
PRICING
DIGITAL
SERVICES
MARKETING
BUSINESS
SEARCH BEHAVIOUR
SOCIAL RECOMMENDATION
SERVICE USAGE
VISITS TO BRICK&MORTAR
Source: Harvard Business Review
25. Frankly Partners future leadership is the only growth driver
Hmm, okey. Good to know.
[What I was doing before being disturbed…?]
Hey, I’ve forecasted that next week
there’s less demand than normally!
26. Frankly Partners future leadership is the only growth driver
Measurement, data, analytics and insights are nothing, without re-thinking leadership.
It’s about asking right questions.
It’s about asking “why”, not “what”.
