These notes are from the adtech London exhibition in September 2013. Apologies for any brevity, grammar or spelling mistakes, I did the best I could! Here is a full list of all my presentation notes from adTech London 2013.
BBH are increasingly becoming less of an ad agency and more working alongside brands on their business plans and digital strategy, e.g. the Guardian newspaper. Help businesses sell better in the connected marketplace.
His 4 trends were based on the 4 Ps of marketing:
The new networked product development
The industrial production line constrained the pace of innovation. Whereas highly networked operations make ‘Agile Manufacturing’ a reality.
Companies such as Zara who can turnaround new fashion designs to shop floors in 12-15 days in an industry where competitors take around 12 weeks. All staff are trained to collate customer feedback and build this back to the manufactures.
3D printing reinvents the production line. Imagine 3D printing with fabrics or metals (already in use in the space industry).
Uber in the US very rapidly tailor their services to the customers’ needs. Within 24 hours Uber created a boats to work service during a metro transport strike. In a heatwave, they acquired 30 ice cream vans for users.
Crowd sourcing – there are 200 sites offering crowd funding and will become a $5 billion market in a few years. More brands will create incubators for start-ups. ‘Outsourced’ innovation through incubation.
BBH is doing this as well “due to the ad agency model being f***ed”.
Place: the age of hyper-context
Mobile internet access connects consumers everywhere to the global marketplace.
The smartphone is a powerful contextual computing device. It knows more about the consumer and your context (where you are, even the current weather where the user is). His view (no pun intended) is that Google Glass is an experiment in contextual computing.
Google now intuitively serves information in an intelligent, contextual way. Serving customers with more and more relevant offers.
Creating the conditions for Augmented packaging and point of sale to scale. When we have environmentally aware, contextual devices, then augmented services will take off
Price: Dynamic intelligent pricing
Getting price right is a tough challenge for any business. In Kingston a 98p shop has opened!
Pricing elasticity is a classic Big Data problem.
Dynamic pricing can enable retailers to offer different prices to different customers. Such as Orbitz. Based on user behaviour, location, even Mac v PC. The question is whether this is morally acceptable. (My note: this industry practice is called price optimisation).
From price aggregation to prediction algorithms… Kayak provides price trends, predicting whether prices will fall or rise in the next few days.
Future of financial services will move beyond credit and the transaction. See PingIt for a good example.
Promotion. The televisual web. The digital v TV debate.
Video content will be increasingly important on the web. The broadcast environment has been totally transformed – e.g. using Betfair on a tablet while watching a football game on the TV. Google Chromecast will accelerate the road to television/ web convergence. (My note: I’ve discussed Chromecast before – see This puppy changes everything). This will create a new environment for the video world, reinventing the television interface.
He quoted Reed Hastings from Netflix:
“What TV will be like in the future,” he said. “The simplest explanation is if you take your iPad and you stretch it out to be two metres and hang it on a wall that’s what it will look like. It will be beautiful, it will have all kinds of applications and it’s constantly getting better.”
Increasingly, all brands will become media brands who need to create and orchestrate a constant feed of content. e.g. Red Bull.
I spoke to Jason very briefly after the presentation about Dynamic pricing because I’m interested in price optimisation, and I tend to agree with Doc Searls model of pricing moving towards the control of the consumer not the seller.
Here is a full list of my presentation notes.