Mobile Horizons Istanbul World 5.0 - The Tsunami of Total Connectivity Dietmar Dahmen, Creative Visionary & Innovation Consultant This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference. This thought-leadership forum was a unique conference about the disruptive changes caused by mobile technologies: Wearable Technologies, New interfaces, Mobile Retail, Big Data, Connected Life, and more! Featuring international mobile visionaries and Turkish business leaders Mobile Horizons Istanbul was held at an exclusive venue on the shores of the Bosphorus For more information, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.

1. World 5.0
The Tsunami of Total
Connectivity
Dietmar Dahmen
Innovation Consultant
Creative Visionary
Mobile Horizons Istanbul
This presentation was made on June 4, 2013
at the Mobile Horizons Istanbul conference.
To learn more about this unique thought-
leadership forum, please visit the website at
www.mobile-horizons.com or facebook at
www.facebook.com/mobilehorizons.
(note: this is a summary of
Dietmar’s presentation.
Please view in Portrait mode)

2. Dietmar Dahmen
for
Mobile
Horizons,
Istanbul, June
2013

3. Over 20 years of advertising in
Hamburg, Los Angeles, Munich, New
York, Vienna, Berlin.
Dietmar Dahmen started out as a
strategic planner, and later moved
on to become a highly decorated
creative. He was Creative Director
with DDB, Executive Creative Director
with Ogilvy, Chief Creative Officer
and Managing Director with BBDO. As
one of europes top experts on
digital branding, marketing and
communication, today dietmar is a
trainer , coach and consultant for
change, future success and digital,
visionary marketing. He is co-
founder of the eco e-community
Earthback and is currently looking
for the second investment of his
second start up - A RADICALLY NEW
ADVERTISING Platform ready to go
online in late Summer 2013:- totalLy individualized- totalLy transpartent- totalLy local- totalLY now- totalLy relevant- toTALLY CONNECTED
Dietmar also teaches at various universities, including the Film-
Academy Ludwigsburg (winning 14 times gold with his students
at YDA, Cannes) and EDCOM, the educational arm of the
European Association of Communications Agencies.
He is a sought after speaker and gives talks and workshops
from Silicon Valley to Moscow, from London to Los Angeles.
He is a member of both the Creative Club, Austria and the Art
Directors Club, Germany.

4. The digital DAys conference was up
and running. I only had 18 Minutes.
There was no time to waste...
… I'm going to talk
about the Tsnami of total
connectivity. the Invention of
the printing press enabled us to
have mass media. It created mass
markets. And marketing - and
especially advertising - had to
deliver clear, single-minded messages
that the mass market could
understand , remember and act on. This
time is now ending. we reached total
connectivity. We have over 6 Billion
mobile phones….over 1 Billion
smart phones. this makes markets
and marketing local, real time,
individual!
Hi, my name
is Dietmar
DAhmen and
today, here in
Istanbul...
1

5. We reached 1
Billion phones in
just 6 Years.
Everything gets new
faster… but that means
that everything gets
old faster.
The only way to
avoid death from old
age, is to udate,
innovate, keep delivering a
new now!
We all operate in the now.
There is even a name for
this Trend: NOW-ISM.
Now-ISM is
emotional...
2
In the world of
Emotions a late
response is no response.
Your brand has to act and
re-act in Real time!
Now-ism is also
trusted. If the Official
report card says that you
have a bad grade in math…but
an un-official source claims
that you are much better NOW
we tend to trust the newer
information…even if the
source is iffy.

6. 3
Time sensitive adds are
500% more effective than
permanently reduced
offers.
Every
moment of
truth is
now.
Now is
local.
Now-
ism is
addictive.
our
mobile
phones are
constantly
naGging us
to check
what might
be happening
NOW. we
have a fear
of missing
out.
25% of
all online
searches are
local! In your area…
and even in
store.

7. This changes the way we work.
work used to be a lifetime position
with one single employer. in 2020
about 40% of the U.S. workforce
will be freelancers.
now-ism
changes the way
we shop.
e-commerce is still
booming. in Austria we
had 28% growth in
2012. Why? because
getting stuff online is
super easy: You Don't
even have to get up from
the Sofa. i call this
digital laziness or LOW
ACCESS COST! Make
sure your website is
Ultra easy to use!
Responsive design
is a must.
4

8. 5
It is not enough for
technology to be
better. It has to be
simpler as well.
This handout is a
reminder of my
talk! If you did not
attend the talk it
might be difficult
to unterstand. If
so, just ask me:
dd@dietmardahmen.
com

9. 6
Does this make us crazy? On
the contrary:
Norwegian airlines have
free wireless in the planes.
In Riga all Taxis offer free
wireless.
We are online in trains, in cars
on the ocean.
Now-
ism changes the way
we life. We even have a new
target group: generation
connected!
Generation connected is online for
nearly 23h a day. Being Online is the
new normal! Being offline is the
total exception. An active
choice to pull the plug
for a short time.
Research done
by Viacom:

10. 7
coca Cola has over 500 brands, with over 1800 products and operates in
Over 200 markets.
old Brands could grow horizontally. More products. More markets.
generation
connected
changes
Brands,
Markets and
marketing.
The Problem: Most bRands are just a commodity. Coke has one MEGA brand
(coke) maybe 10 good BRAND (Fanta, Sprite etc.), But never 500!!!
If you want to stick out, you have to grow not just horizontally!

11. 8
new Brands grow functionally. The
brand becomes an operating system!
1 coke
+ 1 Fanta
+ 1 Sprite
= 3 drinks
GenEration
connected also
changes
markets. The
market used to
be audience
oriented:

12. 9
Today the market is individual
oriented.
we used to
go for high
reach - low
relevance. Today
we go for low
reach - high
relevance.
Old marketing was one
big single-mindeD
message.
new marketing evolved. It
got smaller, grew wings,
and we now have millions of
individualized messages.

13. 10
Generation
connected Changes
marketing! G.C. killed the CON-
SUMER. REMEMBER: CON…is the
OPPOSITE! The CON-sumer does
the Opposite of what the
brand does.
We now have a PRO-SUMER. The
Pro-sumer does what the brand
does…BUt even more effective.

14. Pro-
sumers LOVE
connectivity. Between
them and the brand,
between dEvices, within
devices. Connectivty is a
discriminating
Advantage
11
you can go the entire
customer journey without
ever leaving your device.

15. Now we want connectivity
without devices.
12

16. 13
We want connectivity of things.
Cars are connected..homes are
connected. By 2020 50 Billion
Objects will be online. The fight
of the operating system of you
home, of your life is in progress.
But connecting to dead Objects is not enough: we now want to
connect to everything..including our pets..and even our selves.

17. We are hardwired for connectivity.
We are hardwired against silo solutions.
Even our sences are not Silos…but connected!
BA BA
FA FA
If you are connected you will win. Connectivity is a
discriminating advantage.
Remember the example with the Hospitals and the pre-
mature born babies. If you can connect to your baby
via camera and iPad you will choose this hospital. Also
smart product are defined by connectivty
14

18. CONTACT:
www.dietmardahmen.com
or
dd@dietmardahmen.com
15
Smart cars connect with
everything
Smart Bikes connect with your
calender, the weather, your
alarm... Connecting data to
help you make the best
choise...
…just like a digital mother:
connecting many different
points to help you have a
great day!
All rights reserved : dietmar Dahmen 2013
Mobile devices
create
connectity.
Connectiviy creates
Progress. For
progress is not how
smart you are…but how
connected you are.