The document discusses the rise of the "Instant Era" where internet access and digital services are ubiquitous. It outlines key trends like increasing broadband speeds, the growth of mobile usage, and on-demand services. The text then contrasts two strategies for companies: going "Open" by embracing commoditization through low prices and ease of use, or staying "Closed" by verticalizing the brand experience. Finally, it provides three imperatives for companies to transform - putting users first, developing a strong software layer, and becoming truly user-focused organizations.

1. October 9, 2012
iStrategy
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

6. Why do certain things happen when…
and what does this mean for the future?

9. The Instant Era
Instant internet, for everyone,
anywhere

10. 1 gbps @ $70/month

11. PC
Broadband
Growth

12. The mobile inflection point
PC
Broadband
Growth

13. The Instant Era
Do anything, on demand

14. lockitron

16. Siri

17. Search for
web pages Search for
that contain the actual Forget
the information search, just
information I’m looking do it for me
I’m looking for
for

19. The Instant Era
Get anything, on demand

21. Same Day Delivery

25. The Instant Era
Digital-first consumer

26. Post-Digitals
Digital is the preferred way of doing everything.

27. The post-digital user.
• Always
“online”
• Connected
socially
• Knows
how
to
find
what
she
wants
Natasha
Connected
Shopper
$
SALE
Transparency
Inspira3on
Value
Discovery
Informa3on
Communica3on

28. In a few years, she’ll be
the primary decision-
maker for all household
and business purchases.

29. She’s having her first child
before the next Presidential election.

30. Online & Digital-Influenced Sales as a Percent of Overall Sales

31. They buy more online than any other
generation, and more of their purchases
are through Amazon.

32. The Instant Era
Extreme commoditization

33. Location is no longer a barrier to sales.

34. Pricing is transparent.

35. Brands aren’t needed
to communicate quality.

36. Competing in a world of
extreme commoditization

37. Two ways to win: a choice
Verticalize
Compete
your
at scale
brand
Open Closed
Embrace commoditization Be your own industry

38. Open.

39. “I will win because I am cheaper
and easier to do business with
than anyone else.”

40. Vizio

41. Samsung

43. Key Attributes
The scale to consistently
be the best value.

44. Key Attributes
Easy to do business with
thanks to frictionless transactions.

45. Closed.

46. “I will win because I am unique.
Consumers will want to be
associated with my unique brand.”

50. The vertical business
Product Design
Manufacturing
One brand
Brand experience
spanning all
Retail touchpoints
Post-Purchase Experience

54. Key Attributes
Channel control: you can only
buy from me.

55. Key Attributes
Combine digital and analog to
create a unique service.

56. Key Attributes
Data component of service
creates lock-in.

57. Key Attributes
Single cross-channel experience
that makes people emotionally
connect with the brand.

58. Transformation.

59. Companies must transform to
succeed in an instant era
Open Closed
Winning Winning by verticalizing
through scale your business.

60. 3 transformation imperatives:
1. Users first
2. Software layer
3. User-first company

64. A relentless focus on meeting user needs.
1.
Grow your user base and customers follow.
2.
Think of customers as users.

65. 3 transformation imperatives:
1. Users first
2. Software layer
3. User-first company

67. Every interaction that anyone
wants to do with your company
should be possible through digital.
No humans required.

68. Website
APIs
Mobile Apps
Social
etc.

69. Two businesses to run.

70. 3 transformation imperatives:
1. Users first
2. Software layer
3. User-first company

75. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11222
+1 718 625 4843