ME

PERSONALIZATION It should be every company’s goal.

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Dear David,

PERSONALIZATION is individualizing for

competitive advantage

COMMUNICATIONPRODUCTSERVICE

EXPERIENCE

v

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

EVOLUTION OF PERSONALIZATONDRIVEN BY THE MACRO TREND OF DEMASSIFICATION

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

Narrowcast to large consumer segments with tailored message

Specific product made for a segment

Easier, faster through web sites, email

Physical and digital separate channels (web)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

LEAN PRODUCTION

MARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

Narrowcast to large consumer segments with tailored message

Specific product made for a segment

Easier, faster through web sites, email

Physical and digital separate channels (web)

Narrowcast to small consumer segments with triggered message

Small-batch products, and finite set of customizable features

Tailored through CRM, live chat and online communities

Physical and digital complementary (social, apps, SMS)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

LEAN PRODUCTION

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

Narrowcast to large consumer segments with tailored message

Specific product made for a segment

Easier, faster through web sites, email

Physical and digital separate channels (web)

Narrowcast to small consumer segments with triggered message

Small-batch products, and finite set of customizable features

Tailored through CRM, live chat and online communities

Physical and digital complementary (social, apps, SMS)

Integrated, closed-loop content streams, co-created and distributed socially

Connected products and spontaneous build-to-order manufacturing

Self-managed and rewarded in real time, use of predictive analytics

Physical and digital integrated (context-aware devices, mobility)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

LEAN PRODUCTION CO-CREATION

MICRO NICHES

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

Narrowcast to large consumer segments with tailored message

Specific product made for a segment

Easier, faster through web sites, email

Physical and digital separate channels (web)

Narrowcast to small consumer segments with triggered message

Small-batch products, and finite set of customizable features

Tailored through CRM, live chat and online communities

Physical and digital complementary (social, apps, SMS)

Integrated, closed-loop content streams, co-created and distributed socially

Connected products and spontaneous build-to-order manufacturing

Self-managed and rewarded in real time, use of predictive analytics

Physical and digital integrated (context-aware devices, mobility)

Biodata-driven, content via wearable tech, implants, screens & Internet of Things

GRIN technology-based, adaptive production

Bot-based, predictive optimization

Digital, physical, neurophysiological integrated (AI, mind uploading)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

LEAN PRODUCTION

SMART PRODUCTION

MARKETS OF ONE

CO-CREATION

MICRO NICHES

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

v

Broadcast to mass market with non-specific message

Products made en masse at producer’s discretion

Uniform in person, toll-free numbers

Physical only (product use and in-store)

Narrowcast to large consumer segments with tailored message

Specific product made for a segment

Easier, faster through web sites, email

Physical and digital separate channels (web)

Narrowcast to small consumer segments with triggered message

Small-batch products, and finite set of customizable features

Tailored through CRM, live chat and online communities

Physical and digital complementary (social, apps, SMS)

Integrated, closed-loop content streams, co-created and distributed socially

Connected products and spontaneous build-to-order manufacturing

Self-managed and rewarded in real time, use of predictive analytics

Physical and digital integrated (context-aware devices, mobility)

Biodata-driven, content via wearable tech, implants, screens & Internet of Things

GRIN technology-based, adaptive production

Bot-based, predictive optimization

Digital, physical, neurophysiological integrated (AI, mind uploading)

PRODUCT

SERVICE

EXPERIENCE

COMMUNICATION

LEAN PRODUCTION

SMART PRODUCTION

MARKETS OF ONE

CO-CREATION

MICRO NICHES

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF CO-CREATION

MICRO NICHES

LEAN PRODUCTION

SMART PRODUCTION

MARKETS OF ONE

CO-CREATION

MICRO NICHES

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

LEAN PRODUCTION

SMART PRODUCTION

MARKETS OF ONE

CO-CREATION

MICRO NICHES

CRAFT PRODUCTION

MARKET NICHESMARKET SEGMENTS

MASS PRODUCTION

MASS MARKETSHOW WE CONSUME

HOW WE MAKE STUFF

SMART PRODUCTION

MARKETS OF ONE

MOBILITYSOCIAL

DISCOVERY

BIG DATACONNECTED PRODUCTS

Smartphones now contain as many as

18 SPECIALIZED SENSORSProximity Sensor

GSM/CDMA Cellular

Wi-Fi

Three-Axis Gyro

Accelerometer

Digital Compass

Barometer

AltimeterThermometer

Rear CameraFront Facing Camera

Ambient Light Sensor

Multi-Touch Display

Bluetooth 4.0

Assisted GPS

GLONASS

NFC

Dual-Sensor Microphone Array

WEAPON OF PERSONAL EMPOWERMENT

Proximity Sensor

GSM/CDMA Cellular

Wi-Fi

Three-Axis Gyro

Accelerometer

Digital Compass

Barometer

AltimeterThermometer

Rear CameraFront Facing Camera

Ambient Light Sensor

Multi-Touch Display

Bluetooth 4.0

Assisted GPS

GLONASS

NFC

Dual-Sensor Microphone Array

of ecommerce traffic is mobile.

MOBILITY

Mobile media consumption share has tripled since 2009 – content consumption up across the board

3x

Mobile devices outsold PCs in 2012 globally.

$ 20%

SOCIAL DISCOVERY

CONNECTED PRODUCTS

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

16 BILLON DEVICES WILL BE CONNECTED TO THE INTERNET BY 2015

0

2

4

6

8

10

12

14

16

NU

MBER

OF

DEV

ICES

IN

BIL

LION

S

Automotive, Marine & Aviation

CommunicationsConsumer & Entertainment

Industrial & Medical Automation

Computers

BIG DATA

VOLUME VELOCITY VARIABILITY

By 2017, the CMO will spend more on I.T. than the CIO.“ ”Laura McClellan, Gartner Analyst

1900 1920 1940 1960 1980 2000 2020 2040

PERSONALIZATION IS AT A TIPPING POINT

MASS PHENOMENA

TECHNOLOGY ADVANCEMENT

MASS PERSONALIZATION

Bob McDonald, P&G CEO

Our vision is to build lifelong one to one relationships in real time with people around the world.

“”

Personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more.

Josh Leibowitz, McKinsey Partner

IT’S PERSONALSURPRISE & DELIGHTAT SCALE

BETTER CORPORATE CITIZENSHIP

CONSUMERDECISION-MAKING

SHIFTS

BREAKING DOWN

THE SILOS

ONE SIZE FITS ALL

ONE SIZE FITS ONE