today and the next few years
TRANSCRIPT
Today and the Next Few Years
Outline for Today
A Little History Some Technology A Lot of the Future (including the past few years of
the future)
Agricultural Revolution
Started out nice
Ended up changing everything
Printing Press
Started out nice
Ended up changing everything
Industrial Revolution
Started out nice
Ended up changing everything
Information Revolution
Started out nice
Will end up changing everything
The Past 20 Years
Since the early 1990’s, the world has been in a deflationary period
Driven by technology
The United States Since 2008
What is Not Going to Change
Inflation will not be a factor
What is Not Going to Change
Until employment problems are resolved
Economic Recovery? Some Housing Markets
are down 50% from 2005 prices
Even at 10% annual growth in prices, the housing market will not recover until after 2020
Pricing
How can a brand new pair of tennis shorts only cost $4
The Longest Soft Market Ever
Any signs of insurance premiums going up?
Maybe due to re-insurance rates
Enough with The Negative Waves
I See the Wrong Size Glass
The Web is NOT the Internet The Internet came first – the
pipes and stuff
The Web (WWW) was the first user interface for the Internet that had mass appeal
Mobile is the next great user interface and will dwarf the Web in both size and speed
Web 1.0, 2.0 and 3.0 Took 15 Years
Now The Internet is Everywhere
The Internet of Things There are more “Things”
connected to the Internet than People connected to the Internet
The Internet of Things
Smart toilets
Run automatic test on urine samples
The Internet of Things Smart concrete Tracks traffic Tracks stress in roads
and bridges to anticipate repairs
The Internet of Things Smart environment
The Internet of Things
Smart bath room mirror
With remote control
(NOTE TO ME – you were in Orlando Duke)
The Internet of Things
Smart mirror in retail store
You can do the same thing now using an XBox Connect system in your living room
The Internet of Things
Smart military exoskelton
The Internet of Things
Military tech always moves to the private sector
BTW – if you wonder if you will live to see the merger of man and machines, good news, you already have
The Internet of Things Of course, sometimes
we see the future wrong
This was Charlie Chaplin’s view of the Industrial Revolution man in the movie Modern Times
The Future is Already Here
Can you do this with your phone?
Over 1/3rd of Americans can today
NOTE: Please raise your hand if you don’t know what this is
Augmented Reality
Google Goggles
Camera app recognizes many buildings and shows you more information – with links – on phone as you are there
Augmented Reality Google Goggles
http://www.qrstuff.com/
Create Your Own QR Codes
QR Code Generator
Augmented Reality
Not limited to buildings
Maybe some privacy issues?
Augmented Reality Saves You $
Cloud Computing & Mobile
Cloud Computing & Mobile We are moving away from
software that exists on our hard drives to applications that exist both in the cloud and in our pockets.
We no longer expect to go to the software - we expect the software to come to us.
The future of software is in “everywhere apps” that aren’t tied to a single device, but rather to the end user - available on any platform the user prefers
Change that to Customer Service We are moving away from
customer service that exists at a specific location to service that exists both in the cloud and in our pockets.
We no longer expect to go to customer service- we expect the customer service to come to us.
The future of customer service is in “everywhere service” that aren’t tied to a single device, but rather to the end user - available on any platform the user prefers
2011 Digital Trends
The “New” Golden Rule of Business
Give your customers the ability to do what they can’t currently do but would want to do if they only knew it was possible
Golden Rule Corollaries
8. If it can be done, it will be done
10.If you don’t do it, someone else will
The Internet is VERY Important
But if the Web only influences 50% of Sales
And only makes 10% of sales
Where do the other 50% and 90% happen?
So, what’s so important about the web?
The Internet is VERY Important
Notice the TREND line
The Digital Divide
Where is Mobile Going
What Forrester Research Says Too many apps built today treat the smart phone as a little PC. That's the wrong way to
think about it. Mobile experiences make up for their interface limitations with knowledge.
When a phone knows where you are, what you're doing, your identity and history, and even potentially your attitudes -- based on what you've done in the past year and the past five minutes -- it can help predict and deliver what you want right now.
This is the context that makes mobile devices more intimate and completely different from traditional Web experiences.
What Forrester Research Says Rather than chase this technology, marketers should build a roadmap to integrate with
it in four stages.
1. Master the basics. Half the companies we interviewed for the report haven't gotten beyond the "help you find the nearest store" type apps. If you've got products or services to deliver, build up the data around those items to make it easier to deliver them based on context.
2. Layer in intelligence. Use data and context to create more engaging experiences, like reminding you when a flight is late and suggesting things to do while you wait.
3. Break from PC contexts. Create experiences that are distinctly un-Weblike, based on knowledge of who the customer is, her history, and her complete context (like who else is with her right now).
4. Embrace motion as a control mechanism. The most engaging apps right now respond to actions like shaking and bumping phones. What's the appropriate action for your customer?
What Forrester Research Says
If you compete based on cost in a slower-moving industry like insurance or business services, start with stage 1 and know where you're headed.
Focus on your consumers' pain points and behavior, not just on what information you can fling into a mobile app.
How Smart Phone Users Describe Their Phones
Pew Internet Project
83% of American Adults own a cell phone
42% of those own a smart phone
Which Phones Matter?
Apps vs. Mobile Web
Smart Phone Users Overwhelming prefer apps
Three Types of App Users
Repetitive Now Bored Now Urgent Now - Insurance Apps
Insurance App Features
Branding
Insurance App Features
Connections
Insurance App Features
Location Aware
Insurance App Features
Location in Claims App
Time Date in Claims App
Camera in Claims App
Insurance App Features
Social Media extended
Insurance App Features
Payments
Insurance App Features
Share forms
Insurance App Features
Get Quote
Insurance App Features
Location aware roadside assistance
Smart Phones vs. Tablets
There are 100 million smart phones in America
15 million tablets
Mobile Web vs. Mobile Website
Native Apps can use native phone features – GPS, camera, contact list, local data storage, do not require connection
Mobile Web Sites boost you Google ranking and are found in search
You need both
Can Your Business Learn from Amazon?
Jeff Bezo’s 3 Big Ideas
3. Digital4.Customer Service5. High Margin / Low Prices
Idea #1 – Digital AdvantagesBricks and Mortar
Stores Have Limits High fixed and variable
costs No real time metrics Slow pace of change Limited reach or territory
Limited space Limited product lines
Online Advantages
Small variable costs
Real time metrics Real time changes No physical limit on
reach – no territory Unlimited space Unlimited product lines
Idea #2 – Customer Service
Idea #3 – High Margin / Low Prices
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