The slides from my presentation on "Delivering the Future - how we identify the trends and translate them into actionable opportunities" at the Future Trends 2009 Conference in Miami, November 3 2009.

1. Delivering the Future:
how we identify the trends
and translate them into
actionable opportunities
Ville Tikka, Opportunity Identification, Nokia
November 2009
© Nokia 2009
© Nokia 2009

2. 1 2 3
How we identify Trends we have How we make
the change identified trends actionable
© Nokia 2009

3. 1
2 3
Trends we have How we make
How we identify identified trends actionable
the change
– what processes and methods
we use
© Nokia 2009

4. Trends research & opportunity
identification
start from embracing the change –
the new challenges and possibilities
© Nokia 2009

5. Biggest opportunities are better
for the people, better for the
planet and better for the business
© Nokia 2009

6. Socio-Cultural
Trends
Consumer Usage
Trends Trends
Trends research happens from
both top-down and bottom-up –
it’s a holistic approach
© Nokia 2009

7. The three key steps:
Understand what Discuss, observe and Uncover challenges
drives the future empathize with people and opportunities
Conversations with Investigative Analysis &
experts fieldwork collaboration
© Nokia 2009

8. Mike Karnjanaprakorn & Jerri Chou from All Day Buffet
Learn from experts & innovators
to understand how the paradigm is
being challenged
© Nokia 2009

9. Discuss, observe & empathize
with people and go to experience
life where it happens
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10. Utilize online & digital tools
to gather and make sense of the
vast amount of data
© Nokia 2009

11. 2
1 3
How we identify How we make
the change Trends we have trends actionable
identified
– examples of how
communication will evolve
© Nokia 2009

12. Digital Intimacy
as relationship structures change and become
increasingly fragmented, there is a desire for
richer forms of digitally mediated intimacy
© Nokia 2009

13. Digital Intimacy – Drivers
urbanization, migration, fragmented families
and friendships, and financially constrained
households challenge the current
communication methods
© Nokia 2009

14. The Future of Digital Intimacy
the new communication ecosystems enrich
digital communication, create continuity and
ambient awareness, and bring elements of
physical presence to digital intimacy
© Nokia 2009

15. Waking Things Up
people will form new friendly relationships with
things, giving them their own voices and
including them to social networks to extend
awareness of the world
© Nokia 2009
http://plant.bowls-cafe.jp/
© Nokia 2009

16. http://www.botanicalls.com
Waking Things Up – Drivers
the desire for transparency and ambient
awareness, eco-monitoring and serendipitous
possibilities for discovery all drive people to
augment their everyday lives
© Nokia 2009

17. Future of Waking Things Up
the idea that things can tell their stories will
become standard, there is a new expectation for
emotional connections and virtual interactions
with and via meaningful social objects
© Nokia 2009

18. 3
1 2
How we identify Trends we have
the change identified How we make
trends actionable
– five key learnings
© Nokia 2009

19. © Nokia 2009

20. Don’t just inspire with trends
as scattered latest trends are often
confusing and hard to utilize
© Nokia 2009

21. Use a framework to simplify
the change and to clarify the
relations between trends
© Nokia 2009

22. © Nokia 2009

23. Happy audience is important
but it doesn’t equal ownership,
action points and impact
© Nokia 2009

24. Collaborate with your audience
and run workshops with defined
methods, toolkits & time to think
© Nokia 2009

25. For example, trend
prioritization tools
help to understand
the urgency and focus
the attention on best
opportunities
© Nokia 2009

26. © Nokia 2009

27. Tell engaging credible stories
about real people, familiar
situations, stuff that matters
© Nokia 2009

28. Serve with right media mix
to reach your audience: blogs,
books, magazines, videos, etc.
© Nokia 2009

29. Interactive info visualization is one of the
essentials for good communication
© Nokia 2009

30. © Nokia 2009

31. Ensure buy-in from the top
to validate your mandate as a
change agent
© Nokia 2009

32. Get the timings right
to know when in the project or in
the process you will be listened
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34. Know your stakeholders well
as everyone talks the talk and
walks the walk differently
© Nokia 2009

35. Socio-Cultural
Trends
Do people desire it?
Use the right
combinations of
information to be
Consumer Usage relevant for different
Trends Trends
functions and to
Do people buy it? Do people use it?
make the trends
actionable
Brand & Design &
Corporate
Marketing Concepting
Strategy
© Nokia 2009

36. And when you do it right
your reward is a better future for
the people, for the planet and for
the business…
© Nokia 2009

37. Cut! …and action!
© Nokia 2009
© Nokia 2009