How to Catch Frogs - The Impact of Disruptive Technology to African Travellers
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The document discusses how mobile connectivity is driving innovation in Africa and how businesses can maximize opportunities through mobile. It notes that mobile phones dominate in South Africa and mobile internet is Africa's gateway to connectivity. It provides tips for businesses on how to engage mobile customers through contextual relevance, real-time merchandising, immersive experiences, and data analytics. The goal is to design mobile-first and leverage proximity tools, paid media, and personalization to engage customers on the go.
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How to Catch Frogs - The Impact of Disruptive Technology to African Travellers
- 1. MAXIMIZING MOBILITY DFNI AFRICA CAPE TOWN JUNE 23, 2015 #DFNIFROGS
- 3. Stephenie Rodriguez: @DigitalGodess #ROCKSTAR #LATINA #BIGDATA #MARKETING #TFWA #SXSW #VODKA #TEDX CHIEF ENABLING OFFICER/FOUNDER Global nomad. Hyper sharer. Data nut. Whippet owner. Mother. Travel Executive Innovation leader. Thought Leader. Futurist. #DFNIFROGS
- 4. MOBILE IS… AFRICA’S GATEWAY TO THE INTERNET! #DFNIFROGS
- 5. 5 *Adults aged 16+ Source: Index Mundi (2013), World Bank (2012), ITU, Wikipedia, IDG Connect KEY SOUTH AFRICA STATISTICS
- 6. Mobile phones dominate in South Africa Source: Nielsen (2011) In 2011, South Africa ranked 5th in the world for mobile data usage – who knew?
- 7. THE FUTURE IS RIGHT NOW! #DFNIFROGS
- 9. 01
- 10. 01
- 11. 06 “It is the enabler of disruptive innovation. Its manifests as change enabled by digital technologies that occurs at a pace and magnitude that disrupt established ways of value creation, social interaction, doing business, and our way of generally thinking.” - Professor Riemer, UTS Sydney 2013 ”
- 13. #DFNIFROGS
- 14. CONNECTIVITY Mobile Internet Automation of knowledge work Cloud technology Wearable technology 2b smart phones growing by +30% 10 Billion smart communicators 5 Billion ACTIVE social media users Location based services Frictionless payments Increased collaboration Hyper personalization Connected everything growing by 1% Hunger for Shared Experience Lag of Privacy regulations #DFNIFROGS
- 15. 85% Have used a mobile shopping app while inside a store 80% 78% 62% 58% 19% Push notifications about sales / promotions More tools for price comparisons, accessing list, style guides Content that is relevant to interests and location Loyalty program integration Ability to pay with mobile phone Mobile app features travelers want most to use in-store: 77% Would share their location in return for value 72% Would purchase in-store after receiving a relevant offer while shopping Swiss / Research Now survey of smartphone users, Nov 2013 CONNECTED TRAVELERS WANT:
- 16. “The biggest re-imagination of all is people enabled with mobile devices & sensors uploading troves of findable and sharable data.” #DFNIFROGS
- 17. #DFNIFROGS
- 18. Connectivity CLOUD THE HUB OF CONSUMER EXPERIENCE Ubiquitous and maturing WIFI IS NEARLY FREE Connectivity is everywhere WE’VE UNPLUGGED Collaboration and information are democratized Social Media Analytics BIG DATA/ANALYTICS 90% of all the data collected has been collected in the past two years. THE AXIS OF RELEVANCE
- 21. CONTENT PLAYS A VITAL ROLE.
- 23. Location Where I am in correlation to what you are trying to convey? Environmental What is happening around me in real life? Social Media Who are your customers and fans? Where do they share? Who do they influence? Behavioral Do I have distinct patterns in my daily life? What can you learn from me by observation and listening? Historical What have I done in the past that could impact what you want me to do today. (Think Legacy data here!) Motion/Direction Am I moving towards you or away from you? Fast or Slow? How will you get my attention? CONTEXTUAL INTELLIGENCE
- 25. More than 2x by 2020
- 27. SHE HAS NEVER HEARD THE WORD “OMNI-CHANNEL”
- 28. 01
- 31. MAGICAL MOMENTS
- 32. CASE STUDY: OAKWOOD ASIA PACIFIC HOTELS DIGITAL PUBLISHING
- 33. CASE STUDY: KLM
- 36. DESIGN FOR MOBILE FIRST Ensure you work to the limitations of the small screen and embrace rich media INVEST IN PAID MEDIA Leverage low cost digital display to create awareness and bring new eyeballs. USE PROXIMITY TOOLS Deliver relevant and timely messages to the right person when they are in the optimal position to take advantage. USE ANALYTICS Segment your database to align with online visitor profiles Use digital publishing, rich media formats to drive engagement Personalize the UX and Message Speak their language. HOW TO CATCH “FROGS”
- 43. Overviews can include transactions, web visits, sales data, location data, legacy data, social sentiment, emerging trends, environmental data, etc. In retail and in travel, knowledge is power. Data without actionable insight is just trivia. WE CREATE EASY TO READ DASHBOARDS AND GIVE YOUR DATA MEANING
- 44. “There is no innovation without failure. Period. – Breene Brown
- 45. THANK YOU! MOBILE APPLICATIONS, PROXIMITY SOLUTIONS, BIG DATA WORKFLOWS, MOBILITY MARKETING NEED HELP? JUST ASK! STEPHENIE.RODRIGUEZ@MightyMediaGroup.com.au http://au.linkedin.com/in/digitalgodess @Digitalgodess
Notas del editor
- I want this to be a “shiny object” free session so I am just taking you back to the beginning. How many of you are familiar with the Gartner Cycle of Hype? The Gartner Cycle of Hype is an IT
- Let me ask you a question. How many of you know how Disruption is going to impact communication? Any Idea?
- I’d love to say that I have a crystal ball that I gazed into this morning over at the Marriott Maquis hotel that predicted how things like robotics, augmented reality, wearables, sensors, ibeacons are going to impact your business models and delivery systems over the next five years but I forgot to put a FRAGILE sticker on my checked luggage and my personal insight device unfortunately did not survive the 40 hour trip from Australia. I had to bury it next to my time machine and unicorn catcher. Let’s do some real time research. By show of hands, how many of you in this room own a smart phone? Smartphone less than three years old? How many of you are active on social networks on your mobile device like Weibo, Navar, Kakao, Whatapp, WeChat, Line,? For those of you active on more than three social platforms, keep your hands up. Ok, What if we exclude Tinder from the list? How many are more than four? Thanks for participating. In the absence of such a sensational predictive device I had to look at statistics , consult experts and examine information that can tell a story with meaning and intelligence.
- My goal today is to help us move from Buzzwords to business insights and bequeath you with the one secret means to succeed In this rapidly evolving ecosystem where the THE INTERNET OF THINGS Is changing the way we shop, connect, share, and eat. I am going to give what you need to shift your thinking about and empower you to be an agent for transformation.
- So that we are all on the same page with definitions, I’ll give you my closest explanation of disruptive technology. Harvard business School professor Clayton M Christensen coined the phrase disruptive technology in 1997 in his best selling book, The Innovators Dilemma. Christensen separates new technology two categories - sustaining and disruptive. Sustaining technology relies on incremental improvements to an already established technology. Can you image for just a moment what life would be like if inventors wasted time trying to make better cassette tapes, or bigger CDs to solve the dilemma of music portability?
- Here’s a question for you: How does your company presently disrupt, interrupts or engages with it’s stakeholders? Pause and click Disruption is a big fat fancy word for change. What you must appreciate about disruption is that you are never going to be alone In your assimilation to disruptive technology. What you must remember to consider when reimagining your business is that your competitor is also being disrupted. Your supply chain is likely to be disrupted. Your employees are also being disrupted and your customers are being disrupted.
- The cost of connectivity is now so low that mobile services are in the hand of even the poorest of economies and access is changing the game. Information is now being democratised. The cloud and its capabilities allows us to unplug from our desks, port or projects and collaborate- we now have more FREEDOM. The continuing decline in the cost of smartphones is allowing increase usage 30% in to coming years. Social networks – albeit new players to the Four Horsemen – Google, Facebook, Apple and YouTube – now tout over 5Bilion active users. Location based sensors like Ibeacons and proximity solutions are now making what we used to believe was only in to movies and now a reality.
- More than ever mobile travelers are expecting those whom they do business with to give them exactly what they want when they want it. They watched Minority Report. They know you are collecting data on them with loyalty card swipes.
- On May 27th this woman got up at took a room full of bankers through a slide deck. She is the Oprah of Venture Capital. How many of you know who Mary Meeker is?. When Mary speaks, the whole business community is listening.
- To demonstrate just how powerful her thoughts are, I wanted to show you in context why what Mary said is so relevant. Her presentation is now on Slideshare and has over 1.2 Million views already. Have you read it yet? Your competition might have.
- And social…don’t get me started here…social provides a rich data layer about where I go, what I like, who I talk to, what brands I prefer, what colour I prefer, what my favourite drink it, etc. Do you personalise your pitch to me?
- Some retailers are using social data to create real time merchandising – selling what is being most talked about on social media. “Give them what they want.”
- Through Content! And branded content – content that helps explain your value proposition, how to buy from you, how to use the products you sell, etc. Is so powerful.
- Digital allows for you to provide communication that is at the Axis of Relevant. Right place, right time, right platform, right message. How are you using that moment of truth now?
- Contextual Intelligence allows us to know more.
- The future – Interactive experiences. Now stores with an Ipad a on a wall in the corner, but immersive experiences.
- THE INTERNET OF THINGS WILL MORE THAN DOUBLE IN THE NEXT FIVE YEARS.
- The consumer wants to be able to educate themselves on the items that they want, share them with their friends, and do their pre-purchase price comparison. She doesn’t know the word omni-channel.
- I’d love to say that I have a crystal ball that I gazed into this morning over at the Marriott Maquis hotel that predicted how things like robotics, augmented reality, wearables, sensors, ibeacons are going to impact your business models and delivery systems over the next five years but I forgot to put a FRAGILE sticker on my checked luggage and my personal insight device unfortunately did not survive the 40 hour trip from Australia. I had to bury it next to my time machine and unicorn catcher. Let’s do some real time research. By show of hands, how many of you in this room own a smart phone? Smartphone less than three years old? How many of you are active on social networks on your mobile device like Weibo, Navar, Kakao, Whatapp, WeChat, Line,? For those of you active on more than three social platforms, keep your hands up. Ok, What if we exclude Tinder from the list? How many are more than four? Thanks for participating. In the absence of such a sensational predictive device I had to look at statistics , consult experts and examine information that can tell a story with meaning and intelligence.
- Digital is a very important aspect of the shopper journey – Professor Galloway also stated that a person who has interacted with a company in a digital way is twice more likely to buy. And that curve is only rising!
- And impacts purchase over 80%!
- And retail spaces are being converted to become places for which brands can immerse the shopper in their culture.
- Some airlines are doing more than using social for pre-flight customer service and KLM – I salute you if you are here in the room.
- It’s our ability to listen. Not just to ourselves. But to what the consumers are saying – Mary Meeker tells us we must.
- SO, as I promised, I want to tell you what the secret to the future is.
- We can take this few steps further and look at combinations and effect of floor utility and sales from previous slide. question is: Are you aware of which area of your store is most popular? Are you selling the most profitable products there?
- We start in simple SALES reporting. We can slice and dice the stats by product lines, by outlets. Look at trends in time, compared to different time periods.. This is basic and most people in your audience do this manually already. 1)we make this near real time and automated 2) we start bringing in new data. Ever wondered how non-prescription flu medicine sales is affected by outside temperature? This would make your stock planning and delivery lot more effective.
- And we have to stop making the IT Department the gate keepers of this intelligence. We can help you make this happen. We can help you answer business questions and deliver business intelligence in a way that can be meaningful across your organisation in near real time so that your business can make tweaks that have a big impact. We equip your whole line of business to not just have the data, but to be able to digest it and action it.
- Because the future isn’t somewhere else. The data will only tell you what is happening, but it will be up to those bold enough to act on it who will be the true champions. It is not about the shiny objects. It’s about what we do with what we can know.