How new economic forces shape the competitive landscape. The laws of Moore and Metcalf have changed our world at its core. Deregularization, digitalization, globalization and socialization supersede what we learned at school. This presentation shows why copies can be better than originals, why giving away is sometimes is better than getting paid, why small is often better than big and why companies are no longer in control. You will also see why you should care about all these tendencies of the digital age in order to keep your bottom-line black.

1. DIGITAL DNA
how technology and new economic
forces are changing business
Martin Deinoff
+46 733 113 172
www.twitter.com/martindeinoff
image by liber on flickr.com

2. WE ARE LIVING IN
EXCITING TIMES

3. ...AND THIS
INTERNET
THING

4. “There is only one time in the history of
each planet when its inhabitants first
wire up its innumerable parts to make
one large Machine. Later that Machine
may run faster, but there is only one
time when it is born.
You and I are alive at this moment”
Kevin Kelly, Wired Magazine

5. What about
the

6. image by rutty on flickr.com
It is fueled by
technology

7. image by rutty on flickr.com
change is fueled by
It is fueled by
technology
and to see the
a
is often difficult

8. Technology Change
Change
Social Change
Business Change
Political Change
Time

10. A R E YO U R E A DY ?

11. image by joel on flickr.com

12. Pre 1990:
People are not connected
1990:
Connecting People to Information
2000:
Connecting People to People
2010:
Everything is connected
image by joel on flickr.com

13. image by chewie2008 on flickr.com

14. what does this mean?
image by chewie2008 on flickr.com

15. new products
what does this mean?
image by chewie2008 on flickr.com

16. new products
new business models
what does this mean?
image by chewie2008 on flickr.com

17. new products
new business models
new competitive advantages
what does this mean?
image by chewie2008 on flickr.com

18. new products
new business models
new competitive advantages
new brand development
what does this mean?
image by chewie2008 on flickr.com

19. new products
new business models
new competitive advantages
new brand development
new competitors
what does this mean?
image by chewie2008 on flickr.com

20. new products
new business models
new competitive advantages
new brand development
new competitors
new markets
what does this mean?
image by chewie2008 on flickr.com

21. do not focus on the digital
as a technology - focus on
the opportunities and effects
image by chewie2008 on flickr.com

22. image by yushimoto_02 on flickr.com

23. image by yushimoto_02 on flickr.com
DIGITAL
DNA

24. image by yushimoto_02 on flickr.com
digitalization
globalization
democratization
socialization

25. image by julian- on flickr.com

26. image by julian- on flickr.com
DIGITALIZATION

27. Clock Speed Transistor Count
CPU Speed
1970 1975 1980 1985 1990 1995 2000 2005 2010

28. $1

29. $1 $ 0.1

30. $1 $ 0.1 $ 0.0001

31. $1 $ 0.1 $ 0.0001 -$?
Production Cost
0

33. the size of a firm is based on
transaction and
collaboration costs
image by losciale.com

34. the size of a firm is based on
transaction and
collaboration costs
averag
e
size is
down
80%
image by losciale.com

35. for a long time digital has not
changed things, but now we
will see a new generation of
digital effecting our everyday
lives

36. make the product
more than it is

37. make the product
more than it is

38. make the product
more than it is

40. GLOBALIZATION

41. Value
Cost
Dollars
Number of Connected Devices

42. if we only had one country...
what laws would we have?
which language would we speak?
what currency would we use?

43. question:
is geography the best
platform to build a
country on?

45. image by Marc Shandro on flickr.com

46. image by Marc Shandro on flickr.com
DEMOCRATIZATION

47. Old school marketing:
We accepted things because
we didn´t have a choice

48. Old school marketing:
We accepted things because
we didn´t have a choice
- Information asymmetry
- Power over media & tools
- Communication obstacles

49. Pixels
Storage
Bandwidth
1970 1975 1980 1985 1990 1995 2000 2005 2010

50. Users experience technology
democratization which give them
the power over:
TOOL
S
T IME
IO N
MAT
F O R MEDIA
IN

51. TIME

52. TOOLS

53. INFORMATION

54. MEDIA

55. broadcasting:
“the more they spend
the less it works - the less
it works the more they
spend”
Seth Godin - Permission Marketing

56. the new generation of
marketing is all about
understanding and
respecting the power
of the user

57. the new generation of
marketing is all about
understanding and
respecting the power
of the user

58. if you put helping the user
at any time first.
even if you don’t feel that
you will benefit from it.
you will.

59. image by Pieter Musterd on flickr.com

60. SOCIALIZATION
image by Pieter Musterd on flickr.com

61. Number of users (N)

62. N
2 -N-1
N(N-1)/2
N
Number of users (N)

65. ?

67. “A brand is a collective
perception in the
minds of consumers”
Faris Yakob
image by adbusters.org

68. BUILDING
BUSINESS
OUT OF
DIGITAL DNA
MATERIAL?

69. DIGITALIZATION GLOBALIZATION
BUILDING
BUSINESS
OUT OF
DIGITAL DNA
MATERIAL?
DEMOCRATIZATION SOCIALIZATION

70. the key to build
sucessfull business
by digital DNA
material?

71. the key to build
sucessfull business
by digital DNA
material?
Efficiency
Transparency
Conversation
Desirability

72. Efficiency
Build digital solutions
that give users time
instead of robbing their
time. Set users free.
Make them efficient.

73. Transparency
Help users to seek and
share information on
everything and
everybody. Deliver
valuable information in
the right context, and
stand stronger in a
transparent world.

74. Conversation
Conduct a positive and
helpful dialogue with
the outside world. Listen
closely and speak in a
natural human tone.
You will obtain greater
value and social
status.

75. Desirability
Make products and
services smarter, easier,
fun, innovative and
attractively designed.
Be the one that people
will want to own, use
and share.

76. FUTURE
BUSINESS
MODEL
DIGITALIZATION DIGITALIZATION
GLOBALIZATION GLOBALIZATION
DEMOCRATIZATION DEMOCRATIZATION
SOCIALIZATION SOCIALIZATION
FUTURE FUTURE FUTURE
PEOPLE BRAND PRODUCTS
AND POSITION AND
PROCESSES SERVICES
DIGITALIZATION DIGITALIZATION
GLOBALIZATION GLOBALIZATION
DEMOCRATIZATION DEMOCRATIZATION
SOCIALIZATION SOCIALIZATION
FUTURE
MARKETING
AND
SALES

77. image by johnniecraig.wordpress.com

78. THANK YOU
martin.deinoff@creuna.com
@martindeinoff
+46 733 113 172
or just Google me... ;)
image by johnniecraig.wordpress.com