2. agenda.
@SagittariusMktg @paulrstephen #travelmktg
Paul Stephen, Sagittarius
change is coming
Ben Clarke-Smith, Feefo
the power of customer reviews
Katy Howell, Immediate Future
focus on relevance if you want results
Break
Simon Etherington, Sitecore
data is the key
Alec McCrindle, Yahoo
creating inspirational content
Alexi Sitaropoulos, Contiki Holidays
VR for the next generation
4. “40% of businesses in this room,
unfortunately, will not exist in a
meaningful way in 10 years”
John Chambers - Outgoing C.E.O, Cisco 2015
@SagittariusMktg @paulrstephen #travelmktg
24. the biggest barriers?
@SagittariusMktg @paulrstephen #travelmktg
Lack of budget or people
Lack of agility and slow-time to market
Organisational challenges
e.g. dividing roles and responsibilities
Integration challenges
Technology implementation challenges
Process challenges
(e.g. our operating model)
Other
Don’t know
61%
57%
57%
50%
46%
44%
8%
1%
Source: Forrester Research, August 2015 - The Integration Imperative Of Digital Experiences
John Chambers - Outgoing C.E.O, Cisco 2015
“Forty percent of businesses in this room, unfortunately, will not exist in a meaningful way in 10 years”
“70% of companies would "attempt" to go digital but only 30% of those would succeed”
Marketing and Travel - maybe not just the marketing bit - the product bit too are changing and will continue to change.
And fast
Graph of mobile use
Iphone only 10 years old
Moore’s Law
Gordon E. Moore, the co-founder of Intel
Law of accelerating returns
is the observation that the number of transistors in a dense integrated circuit doubles approximately every two years
1. A $1,000 Human Brain
In 2025, $1,000 should buy you a computer able to calculate at 10^16 cycles per second (10,000 trillion cycles per second), the equivalent processing speed of the human brain
A Trillion-Sensor Economy
The Internet of Everything describes the networked connections between devices, people, processes and data. By 2025, the IoE will exceed 100 billion connected devices, each with a dozen or more sensors collecting data. This will lead to a trillion-sensor economy driving a data revolution beyond our imagination.
Perfect Knowledge
We're heading towards a world of perfect knowledge. With a trillion sensors gathering data everywhere (autonomous cars, satellite systems, drones, wearables, cameras), you'll be able to know anything you want, anytime, anywhere, and query that data for answers and insights.
8 Billion Hyper-Connected People
Facebook (Internet.org), SpaceX, Google (Project Loon), Qualcomm and Virgin (OneWeb) are planning to provide global connectivity to every human on Earth at speeds exceeding one megabit per second.
We will grow from three to eight billion connected humans, adding five billion new consumers into the global economy. And they are not coming online like we did 20 years ago with a 9600 modem on AOL. They're coming online with a 1 Mbps connection and access to the world's information on Google, cloud 3D printing, Amazon Web Services, artificial intelligence, crowdfunding, crowdsourcing, and more.
Augmented and Virtual Reality
Billions of dollars invested by Facebook (Oculus), Google (Magic Leap), Microsoft (Hololens), Sony, Qualcomm, HTC and others will lead to a new generation of displays and user interfaces.
The screen as we know it — on your phone, your computer and your TV — will disappear and be replaced by eyewear. Not the geeky Google Glass, but maybe stylish equivalents. The result will be a massive disruption in a number of industries including, travel, entertainment, and the fundamental ways we operate as humans.
Early Days of JARVIS
Artificial intelligence research will make strides in the next decade. If you think Siri is useful now, the next decade's generation of Siri will be much more like JARVIS from Iron Man, with expanded capabilities to understand and answer.
Mark Zuckerberg's New Year resolution is to a build an AI (Artificial Intelligence) assistant to help him in everyday tasks like controlling home appliances, organizing his schedule, and so on.
Read more: http://news.softpedia.com/news/crazyman-zuckerberg-wants-to-build-iron-man-jarvis-like-assistant-498404.shtml#ixzz48CLA8NUL
Companies like IBM Watson, DeepMind and Vicarious continue to hunker down and develop next-generation AI systems.
In a decade, it will be normal for you to give your AI access to listen to all of your conversations, read your emails and scan your biometric data because the upside and convenience will be so immense.
Blockchain & Payment Systems
If you haven't heard of the blockchain, I highly recommend you read up on it. You might have heard of bitcoin, which is the decentralised (global), democratised, highly secure cryptocurrency based on the blockchain. But the real innovation is the blockchain itself, a protocol that allows for secure, direct (without a middleman), digital transfers of value and assets (think money, contracts, stocks, IP).
Investors like Marc Andreesen have poured tens of millions into the development and believe this is as important of an opportunity as the creation of the Internet itself.
Coauthor of Mosaic, the first widely used Web browser; cofounder of Netscape
He sits on the board of directors of Facebook, eBay and Hewlett Packard
Nokia started off selling rubber boots. The oil giant Shell used to import and sell actual shells
Still the same but essentially they are bringing their product or service to market in a different or multi-channel way
We need to be omni-channel
Customer expectations set by others - competitors and other sectors
Customer Expect it and will constantly judge you
Apple has done more than reinvent itself; you could say it reinvented the "reinvention"
Arthur C Clarke Predicting the future in 1964
Uber
We can’t talk about digital transformation without mentioning Uber can we?
How they’ve disrupted the way you might book a taxi - they simply made it easier but with a level of consistency which is why most people like the black caps - you know what you’re going to get
But I don’t want to talk to you about that
Uber now has the fastest growing bank in America
What started as a facility to enable its drivers to easily have a bank account and get paid quicker has led to the Banking industry about to have its own ‘Uber moment’
What if Uber or Google was a Tour Operator
Do you think it would be easier
Would you be afraid
Know my details
Know’s what I like
Knows where I’ve been
Knows what pictures I’ve looked at on Instagram
In Copenhagen airport they’ve already been experimenting with this
Copenhagen Airport app, the first social check-in solution in the world. The app was designed to make the travel experience smoother and simpler than ever by integrating it with the social media platforms most used by our guests. A highly ambitious data project, it also takes advantage of these platforms to tailor the digital aspects of traveling specifically to the traveler in question.
May need a new team
Prioritise people over technology
Forbes - When CEOs Talk Strategy, 70% Of The Company Doesn't Get It
Forrester Research
When it comes to delivering customer-facing mobile experiences what are your biggest barriers to success?
Top 3 are not technology issues
Digital customer experience delivery decision makers
May need a new team
Prioritise people over technology
Forbes - When CEOs Talk Strategy, 70% Of The Company Doesn't Get It
Starts with you
The question is 'what are you going to do different'
How are you going to make them love you for it?
Lead the customer-obsessed transformation
Simply put, customers expect consistent and high-value in-person and digital experiences. They don’t care if building these experiences is hard or requires a complex, multifunction approach from across your business. They want immediate value and will go elsewhere if you can’t provide it.
If you do this then maybe you will be here in 10 years time