accelerate 2017_brand experience and context_craig parnham

Lessons from the coalface of innovation

Delivering world-class brand experiences through location and context

CRAIG PARNHAM

Delivering world-class brand experiences through

location and context

cognition studio

Reimagine. Redefine. Rewire.

MISALIGNMENT

UNCERTAINTY

FAMILIARITY

SHIFTS

) ) )

PERSONALISATION

LOCALISATION

CONTEXTUALISATION

time

service experience

PERSONALISATION

• Your identity • Your preferences

• Your identity • Your preferences • Proactive recommendations • Unsolicited deliveries

LOCALISATIONWHERE WHEN HOWWHOWHAT

CONTEXTUALISATION

PHYSICAL PROXIMITY

INTERESTS

devices

level of contextualisation

DESTINATION

VIRTUAL PROXIMITY

MODE OF TRANSPORT

DEVICE STATEPHYSICAL ACTIVITY

VIRTUAL ACTIVITY

BIOMETRICS

SENTIMENT

SEMANTIC LOCATION

preferences locations behaviours

POIEVENTS

EMOTIONAL STATE

CONTEXTUALISATION

devices



PHYSICAL PROXIMITY

INTERESTSDESTINATION

VIRTUAL PROXIMITY

MODE OF TRANSPORT


VIRTUAL ACTIVITY

EMOTIONAL STATE

BIOMETRICS

SENTIMENT

SEMANTIC LOCATION

POIEVENTS

“We have four tickets for the price of

two for Te Puhi, showing 7:00pm tonight at Herald

Theatre”

CONTEXTUALISATION

devices



PHYSICAL PROXIMITY

INTERESTSDESTINATION

VIRTUAL PROXIMITY

MODE OF TRANSPORT


VIRTUAL ACTIVITY

EMOTIONAL STATE

BIOMETRICS

SENTIMENT

SEMANTIC LOCATION

POIEVENTS

You’ve received a message from Brian

Allen. Say ‘dictate’ to have it read out to you.”

COMPLACENCY

TRANSFORMATIONMusic industry

Commoditisation (# song choices)

100 10 1 0 Years since introduction

AM radio Records

CassettesBroadcastCollectionsDigital

FM radio

Internet radio

Satellite radio

CDs

Minidisks

MP3s

iTunes

Streaming

Socialcontent

ShazamYouTube

DESIGN

DISCOVER

Mode of transport

WiFi DiscoveryFacial recognition

Payment transactions

Checked baggage

App usage CompanionsSentiment

Calendar

Frequent traveller

Desti

natio

n

Connecting flights

Wea

ther a

t des

tinati

on

Traffic congestion

Weather at origination

Devic

e act

ivity

Hotel availability

Surg

e cha

rging

tren

ds

Local events

Luggage collectionTaxi

expe

nse

Taxi expense

Carp

ark l

ocati

on

Parking utilisation

Baggage belt

Estimated landing time

Expected time gate open

Expe

cted t

ime b

oard

ing

Expected time on belt

Actual landing time

Wait in lounge

Gate allocation

Check-in desk availability

Check-in class

Diversions

UNDERSTANDKE

Y CU

STO

MER

EVE

NTS

PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS

Drive to airport Check-in Clear Customs Go to gate Flight mode

Park car Load bag Scan carry-on Present boarding pass

Entertainment

Find check-in Collect forms Special checksFind missing passengers Meal selection Collect bag

Re-schedule Complete forms Buy incidentals Offload baggage

Wellness Enter taxi

Disembark

Find carousel

UNDERSTANDKE

Y CU

STO

MER

EVE

NTS

EXPE

RIEN

CE

• Leave now alert

• Push notify delays• Pre-allocate park

• Fastest check-in

• Seat preferences

• Luggage tracked• Forms pre-populated

• Digitise fastpass

• Last chance upgrade

• Power locations• Flight capacity

• Duty-free offers

• Alerts

• Digital pass

• Augmented reality

• Flight mode remind

• Continue entertain

• Pre-select meal• Wellness tips

• Luggage locator

• Transit finder


Drive to airport Check-in Clear Customs Go to gate

Park car Load bag Scan carry-onPresent

boarding pass

Find check-in Collect forms Special checks Collect bag

Re-schedule Complete forms Buy incidentals Enter taxi

Disembark

Find carousel

Flight mode

Entertainment

Meal selection

Wellness

Finding missing passengers

Offload baggage

• Flight options

UNDERSTANDKE

Y CU

STO

MER

EVE

NTS Drive to airport Check-in Clear Customs Go to gate Flight mode


boarding pass Entertainment

Find check-in Collect forms Special checks Finding missing passengers

Meal selection Collect bag

Re-schedule Complete forms Buy incidentalsOffload baggage Wellness Enter taxi

Disembark

Find carousel

TECH

NO

LOG

Y • Push notifications

• Carpark sensors• Wifi Discovery• Watson

• Beacons/WiFi

• RFID luggage tag• Baggage system• Digitised forms

• Facial recognition

• Beacons/WiFi

• Beacons/WiFi

• WiFi pass

• On-flight WiFi

• Entertainment• Catering

• Sentiment analyser

• Beacons/WiFi

• Baggage tracking• Traffic mgmt


• API management

• Passenger insights

• RFID ping

UNDERSTANDKE

Y CU

STO

MER

EVE

NTS

MO

NET

ISAT

ION • Less queries

• Parking utilisation• Big data• Upsell flight

• Staffing levels

• Reduce lost luggage• Forms accuracy• Process automation

• Staffing levels

• Upsell flight• Retail optimisation

• On-time reliability

• Reduce offloads

• Customer satisfaction

• Compliance• Improve operations

• Improve brand

• Luggage returns

• Staffing levels• Commissions


Drive to airport Check-in Clear Customs Go to gate


boarding pass

Find check-in Collect forms Special checks Collect bag

Re-schedule Complete forms Buy incidentals Enter taxi

Disembark

Find carousel

Flight mode

Entertainment

Meal selection

Wellness

Finding missing passengers

Offload baggage

IDEATE

• Relevant datasets: • Flight delayed 30 mins • One checked bag to collect • Calendar integration • Currently 12 min wait for taxis • Traffic congestion in specific areas

• Technology available: • Smartphone app • RFID on luggage • API management • Airport/Airline systems

“I’ve landed 30 minutes late. My first meeting in the city

starts in 45 mins. Every minute counts!”

DIFFERENCE• Travel companion Wife • Travel history Eight Chicago-Louisville flights in past 3

months • Travel patterns Always returns to Louisville by Sunday 8pm • Social media Qualified doctor on LinkedIn profile

DIFFERENCE1. Which passengers have been late previously 2. Proportion of couples or families 3. Baggage vs Carry-on 4. How far ahead the booking was made (and the amount of baggage) 5. Going home vs going away 6. Self-select OK for another flight 7. Indicate at check-in that the flight is full so they may be asked to

move 8. Find which passengers have been in the bar for 2 hours and refuse

them access for drinking too much!

IMPORTANCE

BRAND = EXPERIENCE

= LOYALTY = BUSINESS

VALUE

Now A Taste Of Digital Disruption

Thank you.

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