DIGITAL FUTURES. Michael Bromley Group Head of Digital Strategy, Creative Services and Edge Ecosystems Monday, 15 August 2016 | 1
Our Future Is Unmistakably Digital. DIGITAL FUTURES. DIGITAL LABS Monday, 15 August 2016 | 2
NODE 1: SUPER CONNECTED DIGITAL LABS Monday, 15 August 2016 | 3
https://static.pexels.com/photos/7357/startup-photos-large.jpg SUPER CONNECTED. The world is increasingly connected by technology. Inevitably we will soon come to a point where the concept of connectivity moves from an activity to a state of being. Being 'always on' in one form or another, without a moment passing by where technology isn't connected to me or itself, will fundamentally change our world by changing how we interact with each other Super Personal and technology. Atomisation of Corporate New Spin on Friction Free Connectivity Products and Outside in Design Ecosystems Creativity Mutuals Themes Services DIGITAL LABS Super Connectivity Monday, 15 August 2016 | 4
NODE 2: DIGITAL SHADOWS DIGITAL LABS Monday, 15 August 2016 | 5
https://static.pexels.com/photos/7357/startup-photos-large.jpg DIGITAL SHADOWS. Personal information and the data that comes from participation in a digital world, what we call Digital Shadows, will become the new currency. People will know it has significant value and they will want to protect it and leverage it more than ever before. Choosing to share some or all of a Digital Shadow to help brands target their products and services to people’s needs and wants will become a consumer’s Digital Shadows choice not a corporate right. Legislation and Demand for Digital Reverse Markets Themes Privacy Fiduciaries DIGITAL LABS Monday, 15 August 2016 | 6
NODE 3: CLUSTERED ECOSYSTEMS DIGITAL LABS Monday, 15 August 2016 | 7
https://static.pexels.com/photos/7357/startup-photos-large.jpg CLUSTERED ECOSYSTEMS. Corporations and governments are evolving from single entities to ecosystems centered around shared value propositions. As these ecosystems grow larger and more complex, sometimes cooperating and competing in other ecosystems, they, in turn, will evolve into Clustered Ecosystems complicating and already complex set of interactions with customers and citizens. Digital Shadows Death of The Partner Digital Coopetition Corporate Monolith Themes Aggressively and Brand DIGITAL LABS Monday, 15 August 2016 | 8
HYPER PERSONALISATION DIGITAL LABS Monday, 15 August 2016 | 9
https://static.pexels.com/photos/7357/startup-photos-large.jpg HYPER PERSONAL ISATION. As our Digital Shadows grow in volume they also grow in value. Clustered Ecosystems will compete for the right (sometime paying consumers) to offer better value. This “flipping of the market” from corporate push (using Big Data) to Themes to consumer pull (using Digital Shadows) will Anticipatory Permission: The result in an increasing demand for hyper Data The Power of Little Marketing & Antidote to Creep personalised experiences and value. explore Democratisation Data Services Factor DIGITAL LABS Monday, 15 August 2016 | 10
https://static.pexels.com/photos/7357/startup-photos-large.jpg HYPER PERSONAL ISATION. As our Digital Shadows grow in volume they also grow in value. Clustered Ecosystems will compete for the right (sometime paying consumers) to offer better value. This “flipping of the market” from corporate push (using Big Data) to Themes to consumer pull (using Digital Shadows) will Anticipatory Permission: The result in an increasing demand for hyper Data The Power of Little Marketing & Antidote to Creep personalised experiences and value. explore Democratisation Data Services Factor DIGITAL LABS Monday, 15 August 2016 | 11
NODE 5: AUTOMATED EVERYTHING DIGITAL LABS Monday, 15 August 2016 | 12
https://static.pexels.com/photos/7357/startup-photos-large.jpg AUTOMATED EVERYTHING. The rise of super connectivity and the demand for hyper personalised value will drive automation of systems and services to new extremes. Everything from cars to homes to hospitals and even simple things like shopping will become completely automated. The result is that systems will ‘learn’ what we do, what we like, and what we need and start to offer us solutions without our intervention. Automated Rise of Home Workforce of the Beyond Humans Everything Automation Future DIGITAL LABS Themes Monday, 15 August 2016 | 13
DIGITAL MEMES DIGITAL LABS Monday, 15 August 2016 | 14
DIGITAL MEMES 1: LEAPFROGGING DIGITAL LABS Monday, 15 August 2016 | 15
LEAP FROGGING. Technology and business models will skip generations. As new technologies and models proliferate previously underserved cultures will adopt the latest iterations without the incremental evolutionary process. New markets will rise seemingly from nowhere and quickly. Leapfrogging New Business Models New Markets From New Competition at New Pace Nowhere Themes DIGITAL LABS Monday, 15 August 2016 | 16
DIGITAL MEMES 2: NEW CREATIVITY RENAISSANCE DIGITAL LABS Monday, 15 August 2016 | 17
Industrial Revolution Timeline Fifth NEW CREATIVITY RENAISSANCE. The democratization of capability, brought on by the availability of accessible platforms, ecosystems and automation, will give rise to a reliance on creativity as the primary means of differentiation. New Creativity Creativity The New Renaissance CCEO Differentiator Themes DIGITAL LABS 1 Monday, 15 August 2016 | 8 18
DIGITAL MEMES 3: VELOCITY OF CHANGE DIGITAL LABS Monday, 15 August 2016 | 19
VELOCITY OF CHANGE. The velocity of change to our markets, technologies and expectations will continue to increase. In order to keep up with change people, communities, corporations and governments will all need to re-assess and improve their ability to change at pace. DIGITAL LABS Monday, 15 August 2016 | 20
DIGITAL MEMES 4: COMMUNITY DRIVEN LEARNING DIGITAL LABS Monday, 15 August 2016 | 21
COMMUNITY DRIVEN LEARNING. As digital social networks proliferate and extend their reach and their remit, they are changing how we learn. Connected communities will first augment and then replace schools and universities and forever change what and how we educate ourselves. DIGITAL LABS Monday, 15 August 2016 | 22
IAG DIGITAL FUTURES. • Recognise and leverage the value of these interconnecting nodes so we can drive our business forward as a true digital business. • Build products and services that reflect the Super Connected nature of our customers and their Digital Shadows, while actively driving our own new markets and opportunities. • We can turn these opportunities into profitable revenue streams by Hyper Personalising them for our current and future customers and their Automated lives. DIGITAL LABS Monday, 15 August 2016 | 23
THANK YOU Monday, 15 August 2016 | 24
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