This document discusses how emerging technologies like 5G internet, renewable energy networks, and driverless transportation could enable a new sharing economy with near-zero marginal costs of production. It argues that businesses need to understand shifts in audiences, particularly younger generations that value freedom, power and community differently. The document recommends that companies communicate their brands through immersive virtual reality experiences that engage emotions rather than just information. Several examples are provided of brands like McDonald's and Jaguar using VR to help achieve marketing goals.
3. “The global economy is in crisis. The exponential
exhaustion of natural resources, declining productivity,
slow growth, rising unemployment, and steep
inequality forces us to rethink our economic models.”
Where do we go from here?
J. Rifkin, social & economic theorist, 2018
4. 21st century smart digital infrastructure, emergence of
three pivotal technologies fundamentally changes the
way we manage, power and move economic life.
J. Rifkin, social & economic theorist, 2018
A New Radical Sharing Economy:
5. - ultra fast 5G communication internet
- renewable energy internet
- driverless mobility internet (GPS)
all connected to the IoT platform, embedded across society
& environment
7. Zero Marginal Cost society & connectivity.
We’re creating system that will allow at a very low
cost to begin directly engaging with each other,
bypassing middleman.
Major benefit:
8. 3 billion people now on internet who’re producing
and sharing virtual goods at almost zero marginal
cost disrupting entire industries, e.g. bloggers
producing own youtube videos, blogs, open
education courses.
9.
10. thousands of startups are using this opportunity to
create platforms, analytic apps - they’re creating
connectivity
Dribbble, Sketchfab, Etsy, Taxify…
11. Daimler 300 000 trucks full of sensors on the roads,
collecting data on weather conditions, traffic, warhorse
availability - so you as SM business can be more efficient.
12. we need to understand where we are now & where
we want to go before deciding on “how-to get there”.
Innovation is the lifeblood of success, but a challenge to many.
19. Source: Food and Drink Futures report (UK), 2017
Younger gen has access to information, follow global
trends, care about environmental change - forcing
suppliers to transform.
20. Digital Natives vs. Digital Pioneers
75% of gen Z “there are other ways of getting good education than
going to college.”
Global Citizen vs. Global Spectator
58% agree “kids today have more in common with their global peers
than they do with adults in their own country.”
Source: Sparks & Honey report, 2017
21. Culture shifting from “how-to” to “relate-to”.
From listening to authority to finding someone who
has similar values.
37. 1. How my product is different?
2. What are major benefits?
Branding & Marketing before:
38. 1. How my product is different?
2. What are major benefits?
3. Emotional benefits
4. Benefits of change
5. Social benefits
Branding & Unique Selling Proposition today:
39. what about immersive content?
Helps to achieve efficiency or add emotion to your
brand.
40. First, to sum up:
- LOOK AT A BIG PICTURE (identify where you want to go to find the
right positioning)
- ANALYSE YOUR AUDIENCE (use all available SM to identify their
attitudes, values to define your Unique Selling Proposition)
- FIND RIGHT MEANS OF COMMUNICATION (strategy,
platforms, technology to communicate your USP and invest in brand)