Joakim Schonert, kehitysjohtaja, Ottoboni Finland Markkinointiviestinnän viikko 2015

1. Interfaceis
everything

3. Somethinginterestingishappening
Tom Goodwin: “The Battle Is For The Customer Interface”
Uber Facebook
The world’s largest taxi company,
owns no vehicles.
The world’s most popular media
owner, creates no content.
Alibaba Airbnb
The most valuable retailer,
has no inventory.
The world’s largest
accommodation provider,
owns no real estate.

4. Someoldexamples
Readers Digest Saunalahti
Founded 1906 around the idea of
sampling articles from various
monthly magazines.
Among first to the market, during
it’s time the most successful
independent virtual telco in Finland
Yellow Pages Willis
In 1886 Reuben H. Donnelley
created the first official Yellow
Pages directory, inventing an
industry.
Founded in 1828 - Measured by
the calendar, Willis is the world’s
oldest insurance broker.

5. Someless
obviousexamples

10. Whyisthishappening?
“Since the Industrial Revolution, the world has developed
complex supply chains, from designers to manufacturers,
from distributors to importers, wholesalers and retailers,
it’s what allowed billions of products to be made, shipped,
bought and enjoyed in all corners of the world. In recent
times the power of the Internet, especially the mobile
phone, has unleashed a movement that’s rapidly
destroying these layers and moving power to
new places.”
Nikolay Mihaylov: “God bless the middleman!”

11. Whyisthisnoteworthy?
1
Digital Darwinism is the phenomenon when technology and
society evolve faster than an organisation can adapt.
Digital Darwinism

12. Whyisthisnoteworthy?
2
= The interface is, ultimately, where the Profit is
Interface is everything

13. Travelbusinessvaluechain
Travel
Accommodation
Services
Agency

14. Valuechain-After
Agency
Travel
Accommodation
Services
Online

15. Valuechain-Now

16. Theperfectmicroclimatefor
anewinterfacelayer
Evolving conventions
(Unrecognised) demand
for better service
Marketplace tendency Unclear customer ownership
Open data/framework/platform Peer to peer potential User as protagonist
Slice of the pie
(to grow from)

17. Howtoworkforit

18. Consumerfinance
Payments Loans Investment Insurance
Related
services
Online / mobile banking

22. Consumerfinance
Payments Loans Investment Insurance
Related
services
Utilise evolving
conventions
Google Wallet
Empower users
Prosper
Upscale feature
Mint

23. Consumerfinance
Payments Loans Investment Insurance
Related
services
Utilise evolving
conventions
Google Wallet
Evolving conventions + extended features

24. Howtoworkagainstit

25. Consumerfinance
Payments Loans Investment Insurance
Related
services
Online / mobile banking

26. Upscale feature
OP-PivoClosed garden
Legislation
Payments Loans Investment Insurance
Related
services
Consumerfinance

28. Still,thereisalwaysgoing
tobesomeonewith
moremoneyandbetter
brandappeal…

29. Solookforthatperfect
microclimateinyourindustry
Evolving conventions
(Unrecognised) demand
for better service
Marketplace tendency Unclear customer ownership
Open data/framework/platform Peer to peer potential User as protagonist
Slice of the pie
(to grow from)

30. Thankyou