mark rolston's presentation at ecomm 2008
DESCRIPTION
TRANSCRIPT
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© 2007 frog design. Confidential & Proprietary.
Mark Rolston
Chief Creative O!cer
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© 2007 frog design. Confidential & Proprietary.
change is inevitable
A RULE OF THUMB
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© 2007 frog design. Confidential & Proprietary.
the life of a product
(aka- “it”)
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© 2007 frog design. Confidential & Proprietary.
In the beginning…
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Inspiration!
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“What is it?”
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© 2007 frog design. Confidential & Proprietary.
a new model emerges
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definition
It has become “it”
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evolution
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diversity
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collision!
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
The original “it”
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
Yet still a car.
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
≠
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
At this point “it” ceases to be “it”
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software allows for
the product’s
ever shifting identity
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“It” can become
anything you want
it to be.
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We’re moving from a literal
form = function story…
=
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
Open Systems
Invite Innovation
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© 2007 frog design. Confidential & Proprietary. MEX: Personalization
The physical object
loses functional identity
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Photo- Jan Chipchase, Nokia
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What are the drivers of this change?
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Technology
Democratization of the tools
Linux, Java, Flash, Brew, Android, Silverlight, etc.
FLASH
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Idea Execution
Idea
Execution
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The Ecosystem
The device, data, and service ecosystem is growing up
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Form and Input
New ideas, options, and technologies emerging
Touch, wearable, wireless, ubiquitous, etc.
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© 2007 frog design. Confidential & Proprietary. 3/11/08 32 MEX: Personalization
Competitive landscape
Outsiders converging on the market
Early leaders losing ground
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© 2007 frog design. Confidential & Proprietary. 3/11/08 33 MEX: Personalization
Customers
They have tasted these changes and are
eager to adopt many of these new ideas
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CONCLUSION:
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“It” is changing.
It is becoming a new ‘it’.
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CONCLUSION:
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We as an industry have a unique opportunity
to define it. This is a rare inflection point.
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CONCLUSION:
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The challenge is to define this new product
with the full depth of it’s dynamic reality-
- a new singularity.
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© 2007 frog design. Confidential & Proprietary. 3/11/08 37 MEX: Personalization
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