© 2007 frog design. Confidential & Proprietary.

Mark Rolston

Chief Creative O!cer

© 2007 frog design. Confidential & Proprietary.

change is inevitable

A RULE OF THUMB

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the life of a product

(aka- “it”)

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In the beginning…

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Inspiration!

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“What is it?”

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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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The original “it”

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

Yet still a car.

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

≠

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

© 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…

=

© 2007 frog design. Confidential & Proprietary. MEX: Personalization

Open Systems

Invite Innovation

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The physical object

loses functional identity

© 2007 frog design. Confidential & Proprietary. MEX: Personalization 3/11/08 26

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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Competitive landscape

Outsiders converging on the market

Early leaders losing ground

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Customers

They have tasted these changes and are

eager to adopt many of these new ideas

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CONCLUSION:

3/11/08 34 MEX: Personalization

“It” is changing.

It is becoming a new ‘it’.

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CONCLUSION:

3/11/08 35 MEX: Personalization

We as an industry have a unique opportunity

to define it. This is a rare inflection point.

© 2007 frog design. Confidential & Proprietary.

CONCLUSION:

3/11/08 36 MEX: Personalization

The challenge is to define this new product

with the full depth of it’s dynamic reality-

- a new singularity.

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An eComm 2008 presentation –

http://eCommMedia.com for more