Gastcollege over digitale disruptie en digitale waardecreatie voor de minor branding to friending voor de Hogeschool Rotterdam.
Onderwerpen:
Digitale disruptie
Innovatie
Concepting
New business development
Mediaconsumptie
Mobiele revolutie
Impact van digitale disruptie op de economie
Digitale waardecreatie
McKinsey social technologies model
Collaborative Economy - Honeycomb model
Customer journeys
Innovatieparadox
Innovator's DNA
CARE als drijvende kracht achter digitale disruptie en betekenisvolle digitale waardecreatie
How to Add a many2many Relational Field in Odoo 17
Digitale disruptie - Minor Branding to Friending - Hogeschool Rotterdam - oktober 2015
1. Minor Branding to Friending:
Trends in digitale disruptie
Innovatie en concepting in een digitale wereld leidend naar nieuwe business proposities
(digitale waardecreatie)
Hogeschool Rotterdam oktober 2015
Ayman van Bregt digital strategist Trends in digitale disruptie
2. Over Ayman van Bregt
Digitaal strateeg
Ayman van Bregt digitaal strateeg aymanvanbregt
Digitaal Strateeg die betekenisvolle digitale
klantervaringen (digital customer experiences)
creëert
Ik help bedrijven om meer waarde voor klanten te
creëren met digitale middelen, de relatie met
klanten te verstevigen en nieuwe inzichten op te
doen.
Hogeschooldocent Digitale Marketing, Creatieve
Conceptontwikkeling en Digitale Waardecreatie
Mede-oprichter Nederlandse Social Media Academie (NSMA)
Slides: http://bit.ly/disruptie-hr
3. Over Ayman van Bregt
Digitaal strateeg
Ayman van Bregt digitaal strateeg aymanvanbregt
Digitaal Strateeg die betekenisvolle digitale
klantervaringen (digital customer experiences)
creëert
Ik help bedrijven om meer waarde voor klanten te
creëren met digitale middelen, de relatie met
klanten te verstevigen en nieuwe inzichten op te
doen.
Hogeschooldocent Digitale Marketing, Creatieve
Conceptontwikkeling en Digitale Waardecreatie
Mede-oprichter Nederlandse Social Media Academie (NSMA)
Slides: http://bit.ly/disruptie-hr
Slides: bit.ly/disruptie-hr
4. Ayman van Bregt digital strategist Trends in digitale disruptie
5. Agenda
Ayman van Bregt digital strategist Trends in digitale disruptie
01
02
03
Shifts in business, media and behavior
Digital disruption examples
Models for digital disruption
04
05
Tips for digital disruption
Q & A
7. Defining digital disruption
What is digital disruption?
Digital disruption
Digital disruption is the change that
occurs when new digital
technologies and business
models affect the value
proposition of existing goods and
services.
Ayman van Bregt digital strategist Trends in digitale disruptie
8. Defining innovation, concepting and new business development
Digital disruption: Innovation and concepting in a digital world that leads to new business development
Innovation
Innovation is a new idea, more
effective device or process. It
applies a better solution that
meets new requirements,
inarticulated needs, or existing
market needs.
Concepting
An idea of something formed
by mentally combining all its
characteristics, creating
value as a construct for
business.
New business development
New business development
concerns all the activities involved
in realizing new business
opportunities, including product
or service design, business model
design, and marketing.
t
Ayman van Bregt digital strategist Trends in digitale disruptie
9. SHIFTS EXAMPLES MODELS TIPS Q&A
Shifts in business, media and behavior
“People who bet against the Internet, who think that somehow this change is just a generational shift, miss
that it is a fundamental reorganizing of the power of the end user. The Internet brings tremendous tools to the
end user, and that end user is going to use them.” - Eric Schmidt
17. Source: Innosight Creative destruction whips through corporate America http://bit.ly/1Dljj6X
Ayman van Bregt digital strategist Trends in digitale disruptie
18. Source: KPCB Internet Trends 2014 www.kpcb.com/file/kpcb-internet-trends-2014
Ayman van Bregt digital strategist Trends in digitale disruptie
19. Source: Interbrand Best Global Brands 2014
Ayman van Bregt digital strategist Trends in digitale disruptie
20. Shifts in business because of digital disruption
Ayman van Bregt digital strategist Trends in digitale disruptie
In 2015, Uber, the world’s largest taxi company, owns no
vehicles. Facebook, the world’s most popular media owner,
creates no content. Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest accommodation
provider, owns no real estate. Something interesting is
happening.
Source: http://techcrunch.com/2015/03/03/in-the-age-of-disintermediation-the-battle-is-all-for-the-customer-interface/
22. Shift in business because of digital disruption
Shorter lifespan and more uncertainties;
Technology one of the most important drivers for business;
Simplifying supply chains;
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://blogs-images.forbes.com/learnvest/files/2014/06/behavior-change-expert-
questions.jpg
01
02
03
Focus on communities and platforms.04
25. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: https://flic.kr/p/8w5ywj
26. Media consumption back in the days
Media attributes of the past
Lineary;
Location specific;
Limited possibilities;
Passive.
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://flic.kr/p/8w5ywj
01
02
03
04
27. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://youtu.be/8JenAyMmZ68
28. Ayman van Bregt digital strategist Trends in digitale disruptie
29. Ayman van Bregt digital strategist Trends in digitale disruptie
30. Media consumption nowadays
Media attributes of the current
Nonlineary;
Not location specific;
Indefinite possibilities;
Active and/or passive, you are connected.
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: flic.kr/p/8nNBUK
01
02
03
04
31. Ayman van Bregt digital strategist Trends in digitale disruptie
32. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://visual.ly/reaching-50-million-users
33. Source: http://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
Media consumption research
Average adult’s daily media and ad exposure
01
02
03
Average number of advertisement and brand
exposures per day per person: 5,000+;
04
Average number of “ads only” exposures per
day: 362;
Average number of “ads only” noted per day:
153;
Average number of “ads only” that we have
some awareness of per day: 86;
Ayman van Bregt digital strategist Trends in digitale disruptie
05
Average number of “ads only” that made an
impression (engagement): 12.
34. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://blog.qmee.com/online-in-60-seconds-infographic-a-year-later/
35. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.washingtonpost.com/blogs/innovations/post/about-those-2005-and-2013-photos-of-the-crowds-in-st-peters-square/
2013/03/14/aaf1067a-8cf9-11e2-9f54-f3fdd70acad2_blog.html
36. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.businessinsider.com/mobile-is-growing-2013-11
37. Shift in media use because of digital disruption
Media abundance;
Mobile is one of the most important screens;
Remaining visibility is the biggest challenge for companies
and brands.
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.business.com/content-marketing/the-real-marketers-shift-from-social-media-to-content-marketing/
01
02
03
40. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: https://twitter.com/cap0w/status/431176293590106112
41. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://edition.cnn.com/2014/09/15/world/asia/china-cellphone-sidewalk/
42. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: https://www.linkedin.com/company/delray-recovery-center
43. Shift in behavior because of digital disruption
FOMO: Fear of missing out
Nomophobia: No-mobile-phone phobia
Infobesity: Information overload
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.square2marketing.com/marketing-ideas/buyer-behavior
01
02
03
44. SHIFTS EXAMPLES MODELS TIPS Q&A
Digital disruption examples
“A disruptive innovation is a technologically simple innovation in the form of a product, service, or business
model that takes root in a tier of the market that is unattractive to the established leaders in an industry.”
- Clayton Christensen
45. Ayman van Bregt digital strategist Trends in digitale disruptie
Digital disruption - Food delivery and restaurant industry
Take Eat Easy disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
Source: http://www.tripadvisor.co.uk/
Source: http://www.emerce.nl/interviews/nederlandse-primeur-toprestaurants-
gaan-thuisbezorgen
46. Digital disruption - Food delivery and restaurant industry
Foodora disrupting the food and restaurant industry by offering delivery from restaurants that don’t take-out and deliver
Ayman van Bregt digital strategist Trends in digitale disruptie
01
02
03
Combining logistics and online food ordering;
04
Community by uniting supply and demand;
Personalisation and choice (recommendation
engine based on ingredients);
Focus on customer service;
05 Realtime insights (food tracking, delivery time).
47. Ayman van Bregt digital strategist Trends in digitale disruptie
Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
Source: http://hotellucystar.ro/en/booking/ Source: http://kevinwarnock.com/2011/07/30/
48. Source: http://kevinwarnock.com/2011/07/30/airbnb-hosting-is-fun-with-minimal-risk/
Digital disruption - Hospitality and hotel industry
AirBnB disrupting the hotel industry by offering a community marketplace with unique spaces
Ayman van Bregt digital strategist Trends in digitale disruptie
01
02
03
Selling spare rooms instead of owning hotels;
04
Community by uniting supply and demand;
Personalisation and choice;
Extra services available;
05 AirBnB business ecosystem.
49. SHIFTS EXAMPLES MODELS TIPS Q&A
Models for digital disruption
“The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes
and their business model that make them good at the existing business actually make them bad at
competing for the disruption.” - Clayton Christensen
50. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: McKinsey The Social Economy http://bit.ly/mckinsey-socialeconomy
51. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: Collaborative Economy Honeycomb https://flic.kr/p/qgyx9P
53. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: Customer journey building with Eloqua http://blog.crmit.com/tag/eloqua/
54. Ayman van Bregt digitaal strateeg Trends in digitale disruptie
Paradox of innovation and digital disruption
Investment in innovation in 1995 $8 billion up to $36,3 billion in 2014
Source: https://www.pwcmoneytree.com/
55. Ayman van Bregt digitaal strateeg Trends in digitale disruptie
Paradox of innovation and digital disruption
In 2014 $1,6 quadrillion was worldwide spent on R&D. Over 85% of these innovations failed.
Source: http://www.nielsen.com/us/en/insights/news/2014/how-to-flip-85-misses-to85-hits-lessons-
from-the-nielsen-breakthrough-innovation-project.html
57. SHIFTS EXAMPLES MODELS TIPS Q&A
Tips for digital disruption
“Management is the opportunity to help people become better people. Practiced that way, it's a magnificent
profession.” - Clayton Christensen
58. Tips for digital disruption: McKinsey’s insights
Digital disruption: Consumer trends and what businesses need to do now
Stay close to users by investing in customer insights;
Build a competitive edge with deep analytic skills;
Make business models more robust to reflect
consumer diversity;
Ensure investments are clearly aligned with
consumer shifts.
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.mckinseyonmarketingandsales.com/digital-disruption-evolving-usage-and-the-new-value-chain
01
02
03
04
59. Tips for digital disruption: The Innovator’s DNA
Mastering the Five Skills of Disruptive Innovators
Associating (linking ideas that aren’t obviously related);
Questioning (questions that challenge the status quo);
Observing (observing how things work and what doesn’t
work);
Networking (meeting people from different backgrounds
and perspectives to extend your knowledge);
Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://www.claytonchristensen.com/books/innovators-dna-mastering-skills-disruptive-innovators/
01
02
03
04
Experimenting (trying out new experiences with the world
as your laboratory).
05
61. Ayman van Bregt digital strategist Trends in digitale disruptie
From pushing to attracting
Digital paradigm shift
Fundamental changes because of digital disruption
62. Ayman van Bregt digital strategist Trends in digitale disruptie
From interrupting to inviting
Digital paradigm shift
Fundamental changes because of digital disruption
63. Ayman van Bregt digital strategist Trends in digitale disruptie
From unfocussed (ignorance) to focussed
Digital paradigm shift
Fundamental changes because of digital disruption
64. Ayman van Bregt digital strategist Trends in digitale disruptie
From control to letting go
Digital paradigm shift
Fundamental changes because of digital disruption
65. Ayman van Bregt digital strategist Trends in digitale disruptie
From avoiding risk to managing risk
Digital paradigm shift
Fundamental changes because of digital disruption
66. Ayman van Bregt digital strategist Trends in digitale disruptie
From disjointed
(customer) experiences
to seamless
(customer) experiences
Digital paradigm shift
Fundamental changes because of digital disruption
67. Ayman van Bregt digital strategist Trends in digitale disruptie
Source: http://searcharchives.vancouver.ca/people-looking-through-holes-in-fence-and-in-trees-to-see-over-fence
Attention is the new currency
68. Ayman van Bregt digital strategist Trends in digitale disruptie
‘The difference between helping and selling is just two letters. But those two letters are
critically important to the success of business today.’ - Jay Baer
69. Ayman van Bregt digitaal strateeg Trends in digitale disruptie
Bron: http://clearlens.org/2015/01/19/thought-snack-meaning-in-absolutes/
"Our prime purpose in this life is to help others. And if you can't help them,
at least don't hurt them." - Dalai Lama
70. Ayman van Bregt digitaal strateeg Trends in digitale disruptie
Bron: https://www.youtube.com/watch?v=cCfzdd76Qts
71. Ayman van Bregt digital strategist Trends in digitale disruptie
‘Care is state in which something does matter; it is the course of human tenderness.’
Rollo May
Bron: http://thespiritscience.net/2015/07/05/the-scientific-health-benefits-of-being-compassionate/
75. Ayman van Bregt digital strategist Trends in digitale disruptie
‘The purpose of human life is to serve, and to show compassion and the will to help
others.’ - Albert Schweitzer
Bron: http://7-themes.com/6784581-cute-heart-hands-wallpaper.html