guest lecture nyenrode university

MARKETING & TECH DEVELOPMENTS Guest lecture & Workshop Nyenrode University 7 april 2016

THE AGENCY FOR COMPETITIVE ADVANTAGE IN THE DIGITAL AGE

TODAY11:00 - 12:30 Lecture: Marketing and Tech developments

13:30 - 15:00 Workshop: Innovation Sprint

KRO-NCRV: Strategische routes Hilversum, 11 december 2014

01 MARKETING AND TECH DEVELOPMENTS

With plunging stock prices and a newly filedbankruptcy filing, some are wondering if this is

JULY 12, 1854George Eastman born.

c. 1907

1850 2012

1888The name ‘Kodak’ is born. Eastman came up with the word because he liked the letter K, and the name was unique and easy to remember. The company’s slogan was “You press the button, we do the rest.”

1914Construction begins on Kodak’s headquarters in Rochester, NY.

1937Kodaslide top-loading slide projector is introduced.

SOURCE: WWW.KODAK.COM, WWW.WOLFRAMALPHA.COM, WWW.FLICKR.COM, WWW.LEXISNEXIS.COM, IDC RESEARCH, WWW.WSJ.COM, WWW.BLOOMBERG.COM, WWW.DIGICAMHISTORY.COM, WWW.USATODAY.COM, WWW.FUNDINGUNIVERSE.COM, WWW.IMBD.COM

1878Eastman displays the effectiveness of gelatin-based dry plate photography.

EASYSHAREKodak’s collection of digital cameras, all-in-one inkjet printers, accessories and online services fall under the EasyShare brand.

KODACHROMEThe first color still film, Kodachrome revolutionized the industry. The film used a subtractive color method. Kodak halted production of the Kodachrome line of film in 2009.

1988Kodak employment peaks at 144,000.

1989The Kodak Fun Saver one-time-use camera is introduced.

2001The EasyShare system is unveiled, offering a new line of digital cameras and docking stations.

1907Kodak employment hits 5,000 worldwide.

192816 mm Kodacolor film allows amateur cinematographers to shoot color movies.

1935Kodachrome debuts, becoming the first successful amateur color film.

1962Kodak’s consolidated sales surpass the $1 billion mark.

1950An 18’ x 60’ Kodak Colorama display screen is installed in the Grand Central Station terminal. Dismantled in 1989, it featured many iconic photos over the years.

1975Kodak invents the world’s first digital camera.

1963Kodak’s Instamatic cartridge camera was introduced. High demand for the cameras meant more than 50 million were produced before 1970.

1981Company sales exceed $10 billion worldwide.

1881Eastman joins with financial backer Henry Strong to form Eastman Dry Plate Co.

FEBRUARY 1900The Kodak Brownie is introduced.

The patent, filed by George Eastman, for the Brownie camera. 1997

Stock prices hit an all-time high at $94.

SEPTEMBER 2011Stock prices plunge to 54 cents per share.

JANUARY 2012Kodak files for Chapter 11 bankruptcy.

AUGUST 2011The International Trade Commission issues a split decision in a billion dollar patent dispute between Kodak and Apple and RIM.

c. 19351960 1971 1987

2006

KODAK WORLD HEADQUARTERSRochester, NY

KODAK GRAPHIC COMMUNICATIONSRochester, NY

KODAK JAPANTokyo

KODAK CHINAShanghaiKODAK INDIA

Mumbai

EASTMAN GELATINE CORPORATIONPeabody, Mass.

QUALEXDurham, NC

ATLANTA BRANCHAtlanta, Ga.

The broad spectrum of tasks Kodak subsidiaries perform at locations across the globe reflects George Eastman’s insistence on controlling the production process from start to finish.WO

RLDW

IDE

MOVIE

S In addition to nine Academy Awards for the company’s innovation in the arena of motion pictures, the company boasts an impressive list of movies shot on Kodak film. Every Academy Award-winning film from 1928 to 2009 was shot on Kodak film.

2.3”

.78” 3.9”

Digital Camera Market

DigitalCamera Market

CanonOther

PanasonicSamsung Nikon

Sony

In total, Kodak holds a hefty portfolio of 11,000 patents. In this analysis of Kodak’s digital imaging patents, 69 percent of patents were found to be of great interest to potentital buyers. Transfer patents are those patents currently caught up in complex prosecution battles and pool patents are patents of little interest to potential buyers. Several technology companies have large interest in the Kodak IP portfolio .PA

TENT

S

Commercial

Most CommercialPool

Transfer

Kodak’sPatent

Portfolio

Kodak’sPatent

Portfolio

16 mm Kodacolor film allows amateur cinematographers to 1935 1962

BROWNIEThe Brownie was the first affordable camera produced for the masses. Its introduction in 1900 allowed for the birth of the hobby of photography. The camera sold for $1, with film costing 15 cents.

KODACHROMEThe first color still film, Kodachrome revolutionized the KODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROME

EASYSHAREKodak’s collection of digital cameras, Kodak’s collection of digital cameras, all-in-one inkjet printers, accessories and all-in-one inkjet printers, accessories and

OLYM

PICS DIG

ITAL

For more than a century, Kodak has been a supporter of the Olympic Games. After the 2008 Summer Games in Beijing, Kodak ended its classification as a top-tier sponsor. It was also designated the “official photography sponsor” for several of the Games.

Kodak holds a small portion of the digital camera market. The company’s line of EasyShare cameras includes point-and-shoot pocket-sized cameras and several with larger lenses.

EMPLOYMENTSTOCK PRICES

Communication

Services

Products

1. End of interruption 2. Hack the customer

journey

3. Disrupt with digital

products

Three take aways:

01 END OF INTERRUPTION

The internet made markets more transparant. People are

better informed and are able to make more conscious

decisions.

Also, we’re able to evade traditional advertising. The traditional

advertising model is broken. Added value is required to meet

people’s interest. Such as tools, services and content.

McKinsey Quarterly June 2009

Micromoments:

We check our phones 150 times a day Kleiner Perkins Caufeld & Byers, 2013 Internet Trends Report.

Google Zero Moment of Truth: an active evaluation phase

“Adblockers are used by 25% of the people on one or more devices in The Netherlands.

SOURCE: Emerce 2015 (7 procent van Nederlanders heeft adblocker op smartphone)

Google Micro-Moments: Your Guide to Winning the Shift to Mobile sept 2015

promise proof

interruption voluntary contact

QUESTION Develop a year-end campaign that fulfills the Raad & Daad position of Zilveren Kruis and attain an increase in sales of health insurances.

STRATEGY People often overestimate the coverage of their basic health insurance. With this campaign we turn to people’s common minds. In this campaign we give answer to the most frequently asked questions about the health insurance and we give answer to important questions about health and well-being. By means of these relevant questions and answers we create voluntary contact and influence the decision-making proces of the consumer.

DIGITALE CAMPAGNES 02: VALERIO VRAAGT HET

03 HACK THE CUSTOMER JOURNEY

People make more conscious decisions and are better

informed. But brands are also able to influence the

decision process and turn these into their advantage.

By creating value in the customer journey and improving it

people are becoming more susceptible for brands. Also

brands can create a digital lock-in.

Innovating customer journeys as a competitive advantage Source: Harvard Business Review 2015 (Competing on Customer Journeys)

L’Oréal’s Make Up Genius

Improving the customer journey of make-up.


Met de Make Up Genius app van L’Oréal kunnen gebruikers virtueel

make-up testen, advies krijgen en producten kopen.

Hiermee heeft het merk een relevante servicepropositie

ontwikkeld die mensen graag gebruiken. Daarnaast zorgt de app

voor een nieuwe customer journey waarbij veel gebruikers

uiteindelijk een product van L’Oréal kopen.


Improving the customer

journey of make-up.

QUESTION Zilveren Kruis is a high-quality brand in a price-competing market. Develop a distinctive campaign that fulfills the Raad & Daad position of Zilveren Kruis.

STRATEGY We developed a digital product that fulfills the Raad & Daad vision of Zilveren Kruis. Therewith we help people during their holiday with questions about their health, by which we show them what is means to be insured with a high-quality brand.

healthcarehealth insured health insurer

~

healthcare

health insured health insurer

• 120.000 downloads

• 150 diagnoses on an average summer day

• Virtually every country in the world

• Setting a new standard voor digital diagnosis

Results

Go to this report

Jun 1, 2015 Sep 9, 2015Location

Country

Conversions

Map Overlay

Summary

Acquisition Behavior

Sessions

% New

Sessions New Users

Bounce

Rate

Pages /

SessionAvg. Session

Duration

Afgeronde

vakantiedossiers

(Goal 1

Conversion

Rate)

Afgeronde

vakantiedossiers

(Goal 1

Completions)

Afgeronde

vakantiedossiers

(Goal 1 Value)

316,575% of Total:

100.00% (316,575)

79.45%Avg for View:

79.41%(0.05%)

251,517% of Total:

100.05% (251,380)

7.64%Avg forView:7.64%

(0.00%)

3.14Avg forView:3.14

(0.00%)

00:00:46Avg for View:

00:00:46(0.00%)

6.73%Avg for View:

6.73% (0.00%)

21,308% of Total:

100.00% (21,308)

$0.00% of Total: 0.00%

($0.00)

1. Netherlands 299,564 (94.63%) 79.40% 237,855 (94.57%) 7.37% 3.13 00:00:45 6.60% 19,768 (92.77%) $0.00 (0.00%)

2. Belgium 2,164 (0.68%) 87.62% 1,896 (0.75%) 2.03% 2.88 00:00:24 2.96% 64 (0.30%) $0.00 (0.00%)

3. France 1,810 (0.57%) 74.14% 1,342 (0.53%) 5.47% 3.78 00:01:25 14.25% 258 (1.21%) $0.00 (0.00%)

4. Spain 1,594 (0.50%) 78.17% 1,246 (0.50%) 3.89% 3.76 00:01:10 13.24% 211 (0.99%) $0.00 (0.00%)

5. UnitedStates 1,411 (0.45%) 93.62% 1,321 (0.53%) 35.58% 2.18 00:00:40 2.76% 39 (0.18%) $0.00 (0.00%)

6. Turkey 1,193 (0.38%) 76.70% 915 (0.36%) 4.69% 3.41 00:01:00 9.39% 112 (0.53%) $0.00 (0.00%)

7. Germany 911 (0.29%) 73.55% 670 (0.27%) 9.33% 3.77 00:01:13 9.99% 91 (0.43%) $0.00 (0.00%)

8. Italy 845 (0.27%) 76.21% 644 (0.26%) 4.97% 3.71 00:01:26 13.85% 117 (0.55%) $0.00 (0.00%)

9. Morocco 681 (0.22%) 70.19% 478 (0.19%) 4.55% 3.75 00:01:18 12.04% 82 (0.38%) $0.00 (0.00%)

10. (not set) 601 (0.19%) 98.17% 590 (0.23%) 77.37% 1.48 00:00:28 1.00% 6 (0.03%) $0.00 (0.00%)

11. UnitedKingdom 465 (0.15%) 79.78% 371 (0.15%) 10.97% 3.42 00:01:13 7.53% 35 (0.16%) $0.00 (0.00%)

12. Greece 461 (0.15%) 72.45% 334 (0.13%) 6.29% 3.55 00:01:04 12.80% 59 (0.28%) $0.00 (0.00%)

111 299,564299,564299,564

Goal 1: Afgeronde vakantiedossiers

All Sessions100.00%

03 DISRUPT WITH DIGITAL PRODUCTS

Technology becomes much more accessible. Not only for

consumers, but also for companies. Entry barriers are being reduced

for markets. This provides new entrants with a great benefit.

The effect is that bigger brands and companies have many new

competitors. Retaining your market share thereby becomes more

difficult.

The modern mobile phone has more computing power than NASA’s Apollo 11, the

spacecraft that flew to the moon in 1969. Bron:NASA

A disruptive innovation is a

technologically simple innovation in the

form of a product, service, or business

model that takes root in a tier of the

market that is overlooked or unattractive

to the established leaders in an industry.

Clayton M. Christensen

“Companies fall prey to active inertia —responding to even the most

disruptive market shifts by accelerating activities that succeeded in the past.”

Bron: Harvard Business Review 1999 (Why good companies go bad )

radical innovation vs. incremental innovation

inside-outMarketleader:

Disruptoroutside-in

Fintech: More tech less bank

ASSIGNMENT Vroege Vogels (“Early Birds”) is one of the oldest radio- and television programs of The Netherlands. However, the average watcher and listener has aged with 58 years. Develop a proposition that attracts a younger and “lightgreen” target audience.

STRATEGY We shift from a radio- and television program to a tool to discover nature. The current “darkgreen” target audience has a lot of knowledge about the environment. They are able to help de “lichtgreen” people who want to know more about what they see in nature.

Vijf trends en kansen voor marketeers 2016 Utrecht, 01 januari 2016

Versie 1.0

- 150.000 downloads van de app

- in de zomer gemiddeld meer dan 180 mensen per dag geholpen.

- Gebruik: twijfel, second opinion medicatie, waar naar toe

RESULTATEN

Communication

Services

Products

1. End of interruption 2. Hack customer

journeys

3. Disrupt with digital

products

Three take aways:

KRO-NCRV: Strategische routes Hilversum, 11 december 2014

02 INNOVATION SPRINT WORKSHOP

In drie workshops van probleem tot gevalideerd prototype

I N N O V A T I O N

S P R I N T

WHY

1. verhogen van innovatiesnelheid voor nieuwe proposities

2. versneller voor vastgelopen innovatieprocessen.

3. validatie van propositie voordat grote investeringen worden

gedaan

I N N O V AT I O N S P R I N T

Vijf trends en kansen voor marketeers 2016 Utrecht, 01 januari 2016

KEY PRINCIPLES

I N N O V AT I O N S P R I N T

space and material

shortcut to the user

all in

touch and go

D E F I N E D E C I D E T E S TU N D E R S TA N D D I V E R G E P R O T O T Y P E

U N D E R S T A N D / / D E F I N E

J O U R N E YA N A L Y S I S S T R A T E G YC O N T E X T

BREAKDOWN WORKSHOP 1

U N D E R S T A N D / / D E F I N E

Who’s in? 15 min

Choose it 25 min

Connecting the dots 10 min

Strategy Storm 10 min

Round up 5 min

Good and great 10 min

Persona sketch 15 min

Setting the stage 10 min

Why, how, what? 15 min

Goal & Question 30 min

Lighting talks 20 min

Our Business 15 min

D I V E R G E / / D E C I D E

D I V E R G E / / D E C I D E

F E A T U R E SI D E A T I O NU S E R

E X P E R I E N C EC O M E

T O G E T H E R

BREAKDOWN WORKSHOP 2

Quiet Brainstorm 15 min

Describe and choose 25 min

Function pyramid 10 min

Storyboarding 25 min

Critic Colors 15 min

Crazy Eights 25 min

Generate ideas 20 min

Recap 10 min

Warm up 10 min

Expand them 20 min

Traction 20 min

P R O T O T Y P E / / T E S T

P R O T O T Y P E / / T E S TBREAKDOWN WORKSHOP 3

Validate concept per sketch 20 min

Our feedback 10 min

Expected effect on behaviour 20 min

Discussion of results 30 min

Validate general idea 20 min

Debrief and instruction 15 min

Validate concept based on sketch 20 min

Our feedback 10 min

P A N E L : D E T A I LP A N E L : G E N E R A L R O U N D U PI N S T R U C T I E

Fine-tuning our concept 30 min