MARKETING & TECH DEVELOPMENTS Guest lecture & Workshop Nyenrode University 7 april 2016
THE AGENCY FOR COMPETITIVE ADVANTAGE IN THE DIGITAL AGE
TODAY11:00 - 12:30 Lecture: Marketing and Tech developments
13:30 - 15:00 Workshop: Innovation Sprint
KRO-NCRV: Strategische routes Hilversum, 11 december 2014
01 MARKETING AND TECH DEVELOPMENTS
With plunging stock prices and a newly filedbankruptcy filing, some are wondering if this is
JULY 12, 1854George Eastman born.
c. 1907
1850 2012
1888The name ‘Kodak’ is born. Eastman came up with the word because he liked the letter K, and the name was unique and easy to remember. The company’s slogan was “You press the button, we do the rest.”
1914Construction begins on Kodak’s headquarters in Rochester, NY.
1937Kodaslide top-loading slide projector is introduced.
SOURCE: WWW.KODAK.COM, WWW.WOLFRAMALPHA.COM, WWW.FLICKR.COM, WWW.LEXISNEXIS.COM, IDC RESEARCH, WWW.WSJ.COM, WWW.BLOOMBERG.COM, WWW.DIGICAMHISTORY.COM, WWW.USATODAY.COM, WWW.FUNDINGUNIVERSE.COM, WWW.IMBD.COM
1878Eastman displays the effectiveness of gelatin-based dry plate photography.
EASYSHAREKodak’s collection of digital cameras, all-in-one inkjet printers, accessories and online services fall under the EasyShare brand.
KODACHROMEThe first color still film, Kodachrome revolutionized the industry. The film used a subtractive color method. Kodak halted production of the Kodachrome line of film in 2009.
1988Kodak employment peaks at 144,000.
1989The Kodak Fun Saver one-time-use camera is introduced.
2001The EasyShare system is unveiled, offering a new line of digital cameras and docking stations.
1907Kodak employment hits 5,000 worldwide.
192816 mm Kodacolor film allows amateur cinematographers to shoot color movies.
1935Kodachrome debuts, becoming the first successful amateur color film.
1962Kodak’s consolidated sales surpass the $1 billion mark.
1950An 18’ x 60’ Kodak Colorama display screen is installed in the Grand Central Station terminal. Dismantled in 1989, it featured many iconic photos over the years.
1975Kodak invents the world’s first digital camera.
1963Kodak’s Instamatic cartridge camera was introduced. High demand for the cameras meant more than 50 million were produced before 1970.
1981Company sales exceed $10 billion worldwide.
1881Eastman joins with financial backer Henry Strong to form Eastman Dry Plate Co.
FEBRUARY 1900The Kodak Brownie is introduced.
The patent, filed by George Eastman, for the Brownie camera. 1997
Stock prices hit an all-time high at $94.
SEPTEMBER 2011Stock prices plunge to 54 cents per share.
JANUARY 2012Kodak files for Chapter 11 bankruptcy.
AUGUST 2011The International Trade Commission issues a split decision in a billion dollar patent dispute between Kodak and Apple and RIM.
c. 19351960 1971 1987
2006
KODAK WORLD HEADQUARTERSRochester, NY
KODAK GRAPHIC COMMUNICATIONSRochester, NY
KODAK JAPANTokyo
KODAK CHINAShanghaiKODAK INDIA
Mumbai
EASTMAN GELATINE CORPORATIONPeabody, Mass.
QUALEXDurham, NC
ATLANTA BRANCHAtlanta, Ga.
The broad spectrum of tasks Kodak subsidiaries perform at locations across the globe reflects George Eastman’s insistence on controlling the production process from start to finish.WO
RLDW
IDE
MOVIE
S In addition to nine Academy Awards for the company’s innovation in the arena of motion pictures, the company boasts an impressive list of movies shot on Kodak film. Every Academy Award-winning film from 1928 to 2009 was shot on Kodak film.
2.3”
.78” 3.9”
Digital Camera Market
DigitalCamera Market
CanonOther
PanasonicSamsung Nikon
Sony
In total, Kodak holds a hefty portfolio of 11,000 patents. In this analysis of Kodak’s digital imaging patents, 69 percent of patents were found to be of great interest to potentital buyers. Transfer patents are those patents currently caught up in complex prosecution battles and pool patents are patents of little interest to potential buyers. Several technology companies have large interest in the Kodak IP portfolio .PA
TENT
S
Commercial
Most CommercialPool
Transfer
Kodak’sPatent
Portfolio
Kodak’sPatent
Portfolio
16 mm Kodacolor film allows amateur cinematographers to 1935 1962
BROWNIEThe Brownie was the first affordable camera produced for the masses. Its introduction in 1900 allowed for the birth of the hobby of photography. The camera sold for $1, with film costing 15 cents.
KODACHROMEThe first color still film, Kodachrome revolutionized the KODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROMEKODACHROME
EASYSHAREKodak’s collection of digital cameras, Kodak’s collection of digital cameras, all-in-one inkjet printers, accessories and all-in-one inkjet printers, accessories and
OLYM
PICS DIG
ITAL
For more than a century, Kodak has been a supporter of the Olympic Games. After the 2008 Summer Games in Beijing, Kodak ended its classification as a top-tier sponsor. It was also designated the “official photography sponsor” for several of the Games.
Kodak holds a small portion of the digital camera market. The company’s line of EasyShare cameras includes point-and-shoot pocket-sized cameras and several with larger lenses.
EMPLOYMENTSTOCK PRICES
Communication
Services
Products
1. End of interruption 2. Hack the customer
journey
3. Disrupt with digital
products
Three take aways:
01 END OF INTERRUPTION
The internet made markets more transparant. People are
better informed and are able to make more conscious
decisions.
Also, we’re able to evade traditional advertising. The traditional
advertising model is broken. Added value is required to meet
people’s interest. Such as tools, services and content.
McKinsey Quarterly June 2009
McKinsey Quarterly June 2009
Micromoments:
We check our phones 150 times a day Kleiner Perkins Caufeld & Byers, 2013 Internet Trends Report.
Google Zero Moment of Truth: an active evaluation phase
“Adblockers are used by 25% of the people on one or more devices in The Netherlands.
SOURCE: Emerce 2015 (7 procent van Nederlanders heeft adblocker op smartphone)
Google Micro-Moments: Your Guide to Winning the Shift to Mobile sept 2015
promise proof
interruption voluntary contact
QUESTION Develop a year-end campaign that fulfills the Raad & Daad position of Zilveren Kruis and attain an increase in sales of health insurances.
STRATEGY People often overestimate the coverage of their basic health insurance. With this campaign we turn to people’s common minds. In this campaign we give answer to the most frequently asked questions about the health insurance and we give answer to important questions about health and well-being. By means of these relevant questions and answers we create voluntary contact and influence the decision-making proces of the consumer.
DIGITALE CAMPAGNES 02: VALERIO VRAAGT HET
03 HACK THE CUSTOMER JOURNEY
People make more conscious decisions and are better
informed. But brands are also able to influence the
decision process and turn these into their advantage.
By creating value in the customer journey and improving it
people are becoming more susceptible for brands. Also
brands can create a digital lock-in.
Innovating customer journeys as a competitive advantage Source: Harvard Business Review 2015 (Competing on Customer Journeys)
L’Oréal’s Make Up Genius
Improving the customer journey of make-up.
L’Oréal’s Make Up Genius
Met de Make Up Genius app van L’Oréal kunnen gebruikers virtueel
make-up testen, advies krijgen en producten kopen.
Hiermee heeft het merk een relevante servicepropositie
ontwikkeld die mensen graag gebruiken. Daarnaast zorgt de app
voor een nieuwe customer journey waarbij veel gebruikers
uiteindelijk een product van L’Oréal kopen.
L’Oréal’s Make Up Genius
Improving the customer
journey of make-up.
QUESTION Zilveren Kruis is a high-quality brand in a price-competing market. Develop a distinctive campaign that fulfills the Raad & Daad position of Zilveren Kruis.
STRATEGY We developed a digital product that fulfills the Raad & Daad vision of Zilveren Kruis. Therewith we help people during their holiday with questions about their health, by which we show them what is means to be insured with a high-quality brand.
healthcarehealth insured health insurer
~
healthcare
health insured health insurer
• 120.000 downloads
• 150 diagnoses on an average summer day
• Virtually every country in the world
• Setting a new standard voor digital diagnosis
Results
Go to this report
Jun 1, 2015 Sep 9, 2015Location
Country
Conversions
Map Overlay
Summary
Acquisition Behavior
Sessions
% New
Sessions New Users
Bounce
Rate
Pages /
SessionAvg. Session
Duration
Afgeronde
vakantiedossiers
(Goal 1
Conversion
Rate)
Afgeronde
vakantiedossiers
(Goal 1
Completions)
Afgeronde
vakantiedossiers
(Goal 1 Value)
316,575% of Total:
100.00% (316,575)
79.45%Avg for View:
79.41%(0.05%)
251,517% of Total:
100.05% (251,380)
7.64%Avg forView:7.64%
(0.00%)
3.14Avg forView:3.14
(0.00%)
00:00:46Avg for View:
00:00:46(0.00%)
6.73%Avg for View:
6.73% (0.00%)
21,308% of Total:
100.00% (21,308)
$0.00% of Total: 0.00%
($0.00)
1. Netherlands 299,564 (94.63%) 79.40% 237,855 (94.57%) 7.37% 3.13 00:00:45 6.60% 19,768 (92.77%) $0.00 (0.00%)
2. Belgium 2,164 (0.68%) 87.62% 1,896 (0.75%) 2.03% 2.88 00:00:24 2.96% 64 (0.30%) $0.00 (0.00%)
3. France 1,810 (0.57%) 74.14% 1,342 (0.53%) 5.47% 3.78 00:01:25 14.25% 258 (1.21%) $0.00 (0.00%)
4. Spain 1,594 (0.50%) 78.17% 1,246 (0.50%) 3.89% 3.76 00:01:10 13.24% 211 (0.99%) $0.00 (0.00%)
5. UnitedStates 1,411 (0.45%) 93.62% 1,321 (0.53%) 35.58% 2.18 00:00:40 2.76% 39 (0.18%) $0.00 (0.00%)
6. Turkey 1,193 (0.38%) 76.70% 915 (0.36%) 4.69% 3.41 00:01:00 9.39% 112 (0.53%) $0.00 (0.00%)
7. Germany 911 (0.29%) 73.55% 670 (0.27%) 9.33% 3.77 00:01:13 9.99% 91 (0.43%) $0.00 (0.00%)
8. Italy 845 (0.27%) 76.21% 644 (0.26%) 4.97% 3.71 00:01:26 13.85% 117 (0.55%) $0.00 (0.00%)
9. Morocco 681 (0.22%) 70.19% 478 (0.19%) 4.55% 3.75 00:01:18 12.04% 82 (0.38%) $0.00 (0.00%)
10. (not set) 601 (0.19%) 98.17% 590 (0.23%) 77.37% 1.48 00:00:28 1.00% 6 (0.03%) $0.00 (0.00%)
11. UnitedKingdom 465 (0.15%) 79.78% 371 (0.15%) 10.97% 3.42 00:01:13 7.53% 35 (0.16%) $0.00 (0.00%)
12. Greece 461 (0.15%) 72.45% 334 (0.13%) 6.29% 3.55 00:01:04 12.80% 59 (0.28%) $0.00 (0.00%)
111 299,564299,564299,564
Goal 1: Afgeronde vakantiedossiers
All Sessions100.00%
03 DISRUPT WITH DIGITAL PRODUCTS
Technology becomes much more accessible. Not only for
consumers, but also for companies. Entry barriers are being reduced
for markets. This provides new entrants with a great benefit.
The effect is that bigger brands and companies have many new
competitors. Retaining your market share thereby becomes more
difficult.
The modern mobile phone has more computing power than NASA’s Apollo 11, the
spacecraft that flew to the moon in 1969. Bron:NASA
A disruptive innovation is a
technologically simple innovation in the
form of a product, service, or business
model that takes root in a tier of the
market that is overlooked or unattractive
to the established leaders in an industry.
Clayton M. Christensen
“Companies fall prey to active inertia —responding to even the most
disruptive market shifts by accelerating activities that succeeded in the past.”
Bron: Harvard Business Review 1999 (Why good companies go bad )
radical innovation vs. incremental innovation
inside-outMarketleader:
Disruptoroutside-in
Fintech: More tech less bank
ASSIGNMENT Vroege Vogels (“Early Birds”) is one of the oldest radio- and television programs of The Netherlands. However, the average watcher and listener has aged with 58 years. Develop a proposition that attracts a younger and “lightgreen” target audience.
STRATEGY We shift from a radio- and television program to a tool to discover nature. The current “darkgreen” target audience has a lot of knowledge about the environment. They are able to help de “lichtgreen” people who want to know more about what they see in nature.
Vijf trends en kansen voor marketeers 2016 Utrecht, 01 januari 2016
Versie 1.0
- 150.000 downloads van de app
- in de zomer gemiddeld meer dan 180 mensen per dag geholpen.
- Gebruik: twijfel, second opinion medicatie, waar naar toe
RESULTATEN
Communication
Services
Products
1. End of interruption 2. Hack customer
journeys
3. Disrupt with digital
products
Three take aways:
KRO-NCRV: Strategische routes Hilversum, 11 december 2014
02 INNOVATION SPRINT WORKSHOP
In drie workshops van probleem tot gevalideerd prototype
I N N O V A T I O N
S P R I N T
WHY
1. verhogen van innovatiesnelheid voor nieuwe proposities
2. versneller voor vastgelopen innovatieprocessen.
3. validatie van propositie voordat grote investeringen worden
gedaan
I N N O V AT I O N S P R I N T
Vijf trends en kansen voor marketeers 2016 Utrecht, 01 januari 2016
KEY PRINCIPLES
I N N O V AT I O N S P R I N T
space and material
shortcut to the user
all in
touch and go
D E F I N E D E C I D E T E S TU N D E R S TA N D D I V E R G E P R O T O T Y P E
U N D E R S T A N D / / D E F I N E
J O U R N E YA N A L Y S I S S T R A T E G YC O N T E X T
BREAKDOWN WORKSHOP 1
U N D E R S T A N D / / D E F I N E
Who’s in? 15 min
Choose it 25 min
Connecting the dots 10 min
Strategy Storm 10 min
Round up 5 min
Good and great 10 min
Persona sketch 15 min
Setting the stage 10 min
Why, how, what? 15 min
Goal & Question 30 min
Lighting talks 20 min
Our Business 15 min
D I V E R G E / / D E C I D E
D I V E R G E / / D E C I D E
F E A T U R E SI D E A T I O NU S E R
E X P E R I E N C EC O M E
T O G E T H E R
BREAKDOWN WORKSHOP 2
Quiet Brainstorm 15 min
Describe and choose 25 min
Function pyramid 10 min
Storyboarding 25 min
Critic Colors 15 min
Crazy Eights 25 min
Generate ideas 20 min
Recap 10 min
Warm up 10 min
Expand them 20 min
Traction 20 min
P R O T O T Y P E / / T E S T
P R O T O T Y P E / / T E S TBREAKDOWN WORKSHOP 3
Validate concept per sketch 20 min
Our feedback 10 min
Expected effect on behaviour 20 min
Discussion of results 30 min
Validate general idea 20 min
Debrief and instruction 15 min
Validate concept based on sketch 20 min
Our feedback 10 min
P A N E L : D E T A I LP A N E L : G E N E R A L R O U N D U PI N S T R U C T I E
Fine-tuning our concept 30 min