From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Uber-isation of Your Business Model — Are You Prepared?. PRESENTATION: Smart Homes and Marketing Technologies - Given by Thomas Burklé - @tomburkle - Chief Marketing Technologist - Hager Group. #MarTech DAY2

1. Smart Homes & Marketing Technologies
MARTECH conference
Thomas Burklé

2. 2
Our business
Hager Group is a leading supplier of solutions and services for
electrical installations in residential, commercial and industrial buildings.
Residential buildings Commercial buildings

3. 3
Key figures
worldwide position
billion € turnover in 2014
11,400
with Bocchiotti: 11,800
Top 5
production sites
97
countries in which our
solutions are available
nationalities 60 23
1.7
employees

4. The smart home story
At first people
needed houses
…
mainly for
shelter
So, a home-
culture started to
develop …
Outside the
house we had a
different story…
freedom,
action and
performance
is valued
here
cars became a
strong symbol of
this : human
mobility
so car-companies
became major
drivers of Economy

5. The smart home story
At first people
needed houses
…
mainly for
shelter
So, a home-
culture started to
develop …
Outside the
house we had a
different story…
And then new
players invented
smartphones
Increased
freedom,
action and
performance
extreme mobile lifestyle with
rapidly-changing ‘delight’
attributes
linked to everybody +
universal knowledge

6. The Smart Home

7. How to make a smart home ?
First strategy : close your eyes and pray !

8. How to make a smart home ?
Second strategy : be shy !

9. How to make a smart home ?
Third strategy : enhance the home experience !

10. New ways of thinking
with Marketing Technologies

11. What do you know ?
I do not know that
I do not know
I know
that I know
I know that
I do not know
I know, but I do not
know (remember)

12. What customer knows ?
=
Learnings
Habits
I know that I know
I know that I do not know

13. What customer knows ?
=
Society
Codes
I know, but I do not know
I do not know that I do not know

14. What customer knows ?
=
Society
Codes
=
Customer
Experience
fundamentals
I know, but I do not know
I do not know that I do not know

15. For example
What is the right way to start this TV ?

16. Are you in these industries ?
Transport
Finance
Industry
Cosmetic
SportsMedia

17. “Uberisation” definition
« Your company is ‘uberised’, when another
company manages to stand between you and
your customer by offering a service more
adapted to their real needs. It thus succeed to
capture a big part of the value, which transforms
you into commodity, or even destroy your
business”.
Livosphere.com – July 2015

18. “Uberisation” is a fatality ?
Jean-Baptiste Giraud - Economiematin.fr – June 2015
“Nothing prevented you, taxis, and your
companies, to develop your craft. Frankly, if
we could book a taxi from any company
for a simple and convenient interface
that Uber, simulating in advance the
course price, with no need to pull out
from the cash machine before or to worry
about the presence on board of a credit card
reader, frankly, I, the user, I will not make
any difference.”

19. The smart home story
Customers

20. The smart home story
Integration

21. The smart home story
Language

22. The smart home story
People, the key to success

23. Thank you !
Thomas Burklé
Chief Marketing Technologist
Hager Group
www.hagergroup.com
@Tomburkle