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Transcript of Copyright: IBM Corporation | 2008 Connecting What You Value To What You Do Kevin A. Clark Program...
Copyright: IBM Corporation | 2008
Connecting What You ValueTo What You Do
Kevin A. Clark
Program DirectorBrand & Values Experience StrategyIBM Corporation
Unleashing the power of beingintentional
IBM Brand Experience Community LeaderAuthor of Brandscedence: Three Essential Elements of Enduring Brands
Brand & Values Experience I 2008 2
Agenda
Being intentional
Engaging and adaptive
Segmentation experience
Brand & Values Experience I 2008 3
Why Segment?
Strategic Focus Customer Insight Resource Allocation
Brand & Values Experience I 2008 4
What is client experience?
The designed interaction between a customer and your organization
Brand & Values Experience I 2008 5
business IBM Confidential
Mobility differences not driven by business size.
High overlap between business & personal use of notebook (a personal object regardless of how it is acquired).
Geo-specific segments emerge.
Areas that differentiate one segment from another are:Degree of mobility and/or need for Space savingsKnowledge about mobile computingNeed for status
Top learnings across segments:Status is a major factor in JapanPerformance & expertise are highly correlatedVolumetrics value is $300 or less outside Japan ($1000)Service & Support highly valued by everyone ($500-$700)
Key Learnings
Brand & Values Experience I 2008 6
business IBM Confidential
% of Respondents
28% 30% 29% 37% 32% 33%
18% 8% 8%
7%14% 9%
100% 100%
18%
22% 17%
20% 19%19%
33%
18%19%
23%
17% 18%18%
36%
18% 21% 24%18% 17%
21%
30%
TotalSegment 1
Segment 2Segment 3
Segment 4Segment 5
Segment 6Segment 7
Segment 8
0%
20%
40%
60%
80%
100%
US Japan France UK Germany
Segment 6 is exclusively Europe, and Segments 7 and 8 are exclusively Japan.
Global Segment 3 has the largest proportion from the U.S.
Global Segments
(E3)(J1)
(J3)
Global Segment Composition by Country
Brand & Values Experience I 2008 7
business IBM Confidential
Case Study Questions:
Which of these segments would you select?
Which would you de-select?
How would you use this information about the selected segments from the perspective of...
John Burchfiel -- integrated marketing (communications)
Greg Munster -- marketing operations (go to market)
Leo Suarez -- worldwide product marketing (portfolio)
Brand & Values Experience I 2008 8
business IBM Confidential
Price Shoppers
15%
Simplifiers
9%
Day Extenders
11%
Global Travelers
28%
NumericIntensives
19%
Sharers
2%
Status Seekers
12%
Gamers
4%
% = Percent of sample population
Global TravelerVery mobile users who travel globally and are more experienced
Numeric-Intensive UsersExpert Users who do analytical/numeric work & send/receive big documents
Status-Seekers (Japan)Japan Status-seekers who believe small = cool
SimplifiersNovices that travel, need to be organized & want simplicity and space savings
Day ExtendersNovices that take work home andare heavy internet users
Gamers (Japan)Male gamers in Japan with limited work space who prefer specialized devices & integrated notebooks
Price ShoppersReluctant novices who are not very mobile but are very price sensitive
Sharers (EMEA)European experts who are concerned about battery life, work outdoors, share their computer and are concerned about ergonomics & security
Mobile Customer Usage Segments
Brand & Values Experience I 2008 9
business IBM Confidential
3
IBM ThinkPad BrandMobility InnovationStatus/PrestigeBusiness-focused
"IBM innovates to provide a betterownership experience."
Global Travelers
Numeric-Intensive Users
Status-Seekers(Japan)
Simplifiers
Day Extenders
Gamers (Japan)
Price Shoppers
Sharers (EMEA)
4
Here's What We Did to Target Five Segments
Brand & Values Experience I 2008 10
business IBM Confidential
Prometheus Profiles: Status Seekers
I am a high profile individual and need to project a sophisticated and technically savvy image to the people around me. I use a laptop because it communicates something about me. I think it is important to have tools that are consistent with the image I want or need to project, even if I have to buy it myself. Although I'm not particularly interested in new technologies, I enjoy having a device that represents the latest and greatest technology, especially if it creates a buzz or discussion. Although I don't do a lot of international travel for my work, I do need to carry my work tools around with me fairly frequently.
Of all the segments I am willing to pay the most for the smallest and coolest technology, but I still want to know that I got a good deal.
Kenichi Takahashi: Sales Rep
Brand & Values Experience I 2008 11
business IBM Confidential
Laptop PCs are cool devicesThe devices I carry tell people something about me
Need organizer that accepts voice inputPrefer one that's mobile over one in every place of work
Prestigious to compute anywhere/anytimeI spend a lot of time in hotels
Rather carry a storage device to use with any PC than laptopStay in touch with people all the time
Others need to use my mobile computerI frequently send large amounts of information
I work in places that are not well litCommunicate primarily within company on LAN
Suffer from having too much to carryI consider myself an expert on laptop PC technology
Would use voice recognition if it were accurateMy work involves constant communications
Prefer to buy integrated over component systemsI communicate with others all the time
Brand name means a lot when buying PC/comm. devicesWorry that carrying PC makes me a target for crime
I frequently work outdoorsI know more about laptop PCs than others
Sometimes have trouble reading computer screensFrequent user of organizers, cell phones, pagers
My work space is very limited in sizeI work on planes a lot
I need to access data in other parts of the country/worldMust have access to e-mail everywhere
Mobile PC restricts my personal freedomI frequently download large amounts of information
I use floppy drive at least once a weekDifficult to type on small keyboard
I cannot imagine being without a laptopNeed to keep up with lot of appointments
Work requires I have mobile computer or comm. deviceOne PC for home and work simplifies life
6.586.443.816.327.013.215.195.853.625.344.406.176.084.495.226.675.996.776.093.434.155.705.416.285.692.713.256.544.065.756.006.345.695.616.015.18
AverageMean Rating
RepresentsRelative to Total
Status-Seekers (Japan)
Brand & Values Experience I 2008 12
Brand & Values Experience I 2008 13
Brand & Values Experience I 2008 14
Brand & Values Experience I 2008 15
Brand & Values Experience I 2008 16
Brand & Values Experience I 2008 17
Brand & Values Experience I 2008 18
business IBM Confidential
Very Small Biz PrioritiesCore technology at price pointInternet centric, dial upPC savvy, buys like consr, CTO directsensitive to service & supportEOU & simplicity valued
LE PrioritiesEase of doing business, responsiveMore expensive workhorse offeringsBigger screens, longer battery life and docking stationsStability, consistency, qualityTransitions, commonality, TCO & bids Flexible configs & custom preloads
LE
MM
VSB
IND
Global Travellers
ProfileExperienced mobile users who travel globally28% of mktMobility & statusFlexibility & productivityhigh connectivity, must have access everywhere
Increasing Mobility
Middle Market PrioritiesPrefer VAR/Reseller, external S&Sfresh technology, internet, biz appsplatforms with fresh technologySmall budget, price sensitivelow IT support, experienced PC users
Individual PrioritiesTargeting "Productive Individuals"Productivity & career focusedRepeat purchasers, tech savvySpend more on personal technologyRequire less expensive systems than LE but tuned to meet speciifc needsInternet focused & buy online often Day
Extenders
Profileheavy Creation heavy internet use11% of mktTech enthusiast, Eager NovicesPrice focuseddon't travel alot, take work homecomm'ns important
Numeric Intensives
Profileanalytical/numeric work, big documents19% of mktLarge form factorlatest core technnologyPower reqmnts73% purchase for self
Status Seekers
Profilewant advanced technology12% of mktJapan focused segmentSmall & thin devices are coolStatus conciousreluctant or eager novices
Simplifiers
ProfileTravel & want simplicityprice sensitive9% of mktUtility deviceSmaller form factorspace saving & portabilityeager novices
The "Mobile Matrix"
Mobile matrix combines Prometheus & PSG segmentation approaches.
Go to Market
Product Offerings
Brand & Values Experience I 2008 19
business IBM Confidential
Segment 1
15%
Segment 2
9%
Segment 3
11%
Segment 4
28%
Segment 5
19%
Segment 6
2%
Segment 7
12%
Segment 8
4%
Population
Who are they?32% Individual
13% VSB , 33% SMB , 23% LE
Units: 1% LE WH , 4% SMB WH, 1% VSB WH , 29% Ind.
25% Female
32% 18-29 years , 64% 30-49 years, 3% 50+ years
66% purchase mobile computing device for self
10% MIS , 13% Marketing/Sales, 21% Engineering , 6% Finance , 10% Education, 12% Service/Support , 2% Owner/Proprietor , 0% Manufacturing
Heavy communication
Travel a lot
Value space savings
Highly knowledgeableabout laptops
One PC for home & worksimplifies life
Play games
Frequent Internet Usage
Share PC
More info could helpin laptop decisions
Ergonomic issueswith small devices
% of Population 12%% of Laptops Bought Past Year 11%% of Laptops Bought Next Year 10%
I use a laptop because it fits my self-image and
I know the devices I carry tell people something
about me. Although I will pay a little
extra to get something small and
with the right preloaded software,
I want to feel like I've gotten
a good deal on my
laptop purchase.
/ denotes a higher / lower percentage relative to Total Respondents
Status-Seekers (Japan)
Brand & Values Experience I 2008 20
business IBM Confidential
Status Seekers (Japan)
Laptop PCs are cool devicesThe devices I carry tell people something about meNeed organizer that accepts voice inputPrefer one that's mobile vs. one everywhere I workPrestigious to compute anywhere/anytime
Lower than average
I am highly numbers orientedPCs & devices must be easy to use
Higher than average
Brand & Values Experience I 2008 21
business IBM Confidential
Laptop PCs are cool devicesThe devices I carry tell people something about me
Need organizer that accepts voice inputPrefer one that's mobile over one in every place of work
Prestigious to compute anywhere/anytimeI spend a lot of time in hotels
Rather carry a storage device to use with any PC than laptopStay in touch with people all the time
Others need to use my mobile computerI frequently send large amounts of information
I work in places that are not well litCommunicate primarily within company on LAN
Suffer from having too much to carryI consider myself an expert on laptop PC technology
Would use voice recognition if it were accurateMy work involves constant communications
Prefer to buy integrated over component systemsI communicate with others all the time
Brand name means a lot when buying PC/comm. devicesWorry that carrying PC makes me a target for crime
I frequently work outdoorsI know more about laptop PCs than others
Sometimes have trouble reading computer screensFrequent user of organizers, cell phones, pagers
My work space is very limited in sizeI work on planes a lot
I need to access data in other parts of the country/worldMust have access to e-mail everywhere
Mobile PC restricts my personal freedomI frequently download large amounts of information
I use floppy drive at least once a weekDifficult to type on small keyboard
I cannot imagine being without a laptopNeed to keep up with lot of appointments
Work requires I have mobile computer or comm. deviceOne PC for home and work simplifies life
6.58
6.443.81
6.32
7.013.21
5.195.85
3.62
5.344.40
6.176.08
4.49
5.226.67
5.996.77
6.09
3.434.15
5.705.41
6.28
5.692.71
3.256.54
4.06
5.756.00
6.345.69
5.61
6.015.18
AverageMean Rating
RepresentsRelative to Total
Status-Seekers (Japan)
Brand & Values Experience I 2008 22
business IBM Confidential
Business Only
3%
Business/Personal
72%
Personal Only
25%
Have
71%
Don't Have
27%
Don't Use It
2%
25%21%
20%19%
10%7%
5%0%0%0%
ToshibaFujitsu
IBMSonyNEC
CompaqDell
AcerSNI
Some Other
Reluctant Novices
40%
Eager Novices
31%
Expert
7%
PC Generation
22%
Accessing
36%
Creating
25%
Presenting
5%
Transmitting
34%
What brands did they buy? How much experience do they havewith laptops?
What role do they play in informationhandling?
What do they use their laptops for?
/ denotes a higher / lower percentage relative to Total Respondents
Status-Seekers (Japan)
Brand & Values Experience I 2008 23
business IBM Confidential
64%
55%
36%
29%
24%
24%
23%
19%
13%
12%
A computer superstore
A retail computer store
Discount department store
Maker via mail/phone/net
Mail/phone/net order company
Electronic appliance store
Computer dealers or VAR
An office supply store
Bank/credit card offer
Manufacturer's salesperson
Magazine ads/coupons
21%
Internet
9%
Radio advertising
9%
Newspaper ads/coupons
15%Trade journals
3%
Friends and family
3%
Advertising in the store
6%
Pertinent industry journals
11%
All Other
23%
/ denotes a higher / lower percentage relative to Total Respondents
Where do they shop for their PC?What influences them?
Status-Seekers (Japan)
Brand & Values Experience I 2008 24
business IBM Confidential
Basic-FixedFast-Fixed
Fast-UpgradableFastest-Upgradable
-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Core Technology
"C""D"
"B""A"
-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Form Factor
W LAN/W PANWL LAN/ WL PAN
W LAN/WL PAN-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Connectivity
$2,999 $1,999 $999-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Price
Maker DirectMail Order
Retail OutletsDealers/VARs
-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Channel
Call referral without loanerCall referral with loaner
One call with loaner-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Service & Support
Windows NT Windows 95/98 Windows 2000-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Software Preload
NEC Toshiba Fujitsu IBM Sony-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Brand
None Low interest loan 24 mo lease-0.8
-0.5
-0.3
0.0
0.3
0.5
0.8
Financing
.21
.02.12
.04
.27
.39
.33
.00 .00 .04
.13
.10
.19
.06
.03
.01 .00
.02 .00
.00
.11.07
.04
Form Factor - Dimensions/Descriptions:"A" = 10/12" display; 0.5/1" thick; 2/3 lb.; 1 Spindle Fixed"B" = 12/14" display; 1/1.2" thick; 4/6 lb.; 2 Spindle (1 Fixed)"C" = 15/16" display; 1.4/1.8" thick; 6/8 lb.; 3 Spindle Fixed"D" = 15/16" display; 1.4/1.8" thick; 6/8 lb.; 3 Spindle (1 Fixed)
(see below for dimensions/descriptions)
Provide:10/12" display, 0.5/1" thick; 2/3 lb; 1 spindle fixedFastest processor (upgradability not relevant)Win 95/98 or 2000Service: single contact; loaner
Status-Seekers (Japan)
Brand & Values Experience I 2008 25
business IBM Confidential
Japan SEGMENT C Conjoint
Best Worst Diff
Dollar value of Best-Worst Comments
Core Tech
Fastest Upgradeable
Basic Fixed 0.35 $972
Form Factor A C 0.35 $972 Strong preference for light A
ConnectivityW LAN /WLPAN
W LAN /W PAN or WL LAN / WL PAN 0.01 $28 Doesn't care
Price $999 $2,999 0.72 $2,000 $1999 to $2999 a slightly bigger deal
ChannelDealers / VARs All others 0.04 $111
Service & Support
One call w loaner
Call referral w/o loaner 0.23 $639
Software Preload
Windows 2000
Windows NT 0.25 $694 Hate NT
Brand Sony IBM 0.07 $194 IBM pretty close to SonyBrand* Sony NEC 0.21 $583 Other Japan brands negatives
Financing
24 Mo Lease / Low interest loan None 0.02 $56 Doesn't care
Sum of Getting all Best v. Worst on Nonprice $4,056Uses Brand* (Best - Worst of all brands, not best v. IBM)
Status-Seekers (Japan) Conjoint
Brand & Values Experience I 2008 26
Figure 4: Image from user scenariofor Status SeekersFigure 4: Image from user scenariofor Status Seekers
Case Study: IBM ThinkPad s Series
"I want to projecta sophisticatedhigh-tech imageand use the smallest,hottest technologyto reflect who I am."
a user scenario specifically for Japan
Brand & Values Experience I 2008 27
Case Study: results of product design
1. Extended IBM ThinkPad DNA
2. Compact B4 size with usable design
3. Exclusive finishes and touch
4. Built-in advanced technology...
Brand & Values Experience I 2008 28
Case Study: IBM ThinkPad s Series details
expanded keyboard andwireless antenna mirror each other's form/function
Brand & Values Experience I 2008 29
Case Study: IBM ThinkPad s Series finish
Brand & Values Experience I 2008 30
C a se S tu d y: IB M Th in kP a d s S e rie s In te g ra te d M a rke tin g C o m m u n ica tio n s
re ta il b roc hures
ibm .c om
Brand & Values Experience I 2008 31
C a s e S tu d y : IB M T h in k P a d s S e r ie s A c c e s s o r ie s
t i lt-do w n ba tte ry le g
Brand & Values Experience I 2008 32
Case Study: IBM ThinkPad s Series out of box experience
Brand & Values Experience I 2007 33
Design Thinking Embraces:
• Emotional intelligence
• Integral intelligence
• Experiential intelligence
Design Management Journal, Summer 2008
Brand & Values Experience I 2008 34
Driving Innovation with Experience: think beyond products and offerings
Driving Innovation with Segmentation: think beyond customers
Driving Innovation with Intention: think beyond markets
Unleashing the power of Being Intentional
Brand & Values Experience I 2008 35
Integral Segmentation Model
Suppliers Employees Customers
Ownership/relationship experience
“Go-to-market”
Marketing communications
IBM Business Partners
Resource Allocation
Resource Acquisition
First impression & “out-of-box experience”
Support
Service
Community/advocacy
Education
Contracting/purchase
Outsource(strategic)
Use as needed (tactical)
“who does what……and how”
Path of value creation
Supplier segmentation Employee segmentation Customer segmentation
Segmenting and mapping the business ecosystem
Brand & Values Experience I 2008 36
Reading list
Other favorites:
• The Executive's Compass by James O'Toole
• A Theory of Everything by Ken Wilber
• Understanding Media by Marshall McLuhan
• The Global Village by Marshall McLuhan and Bruce Powers
• The External Control of Organizations by Pfeffer and Salancik
• Understanding Comics by Scott McCloud
• Man and His Symbols by Carl Jung
• The Writer's Journey by Christopher Vogler
• Words that Work by Dr. Frank Luntz
• The Art of the Long View by Peter Schwartz
• The Starfish and the Spider by Ori Brafman and Rod Beckstrom
• Business Plans that Win $$$ by Stanley Rich and David Gumpert
• The Logic of Failure by Dietrich Dorner
• The Metaphysics of Virtual Reality by Michael Heim
• Love is the Killer App by Tim Sanders
• A Whole New Mind by Daniel Pink
• A Question of Values by Hunter Lewis
• Return on Customers by Don Peppers and Martha Rogers
• Hidden in Plain Sight by Erich Joachimsthaler
• Sun Tzu and the Art of Business by Mark McNeilly
• The Visual Display of Quantitative Information by Edward Tufte
• Envisioning Information by Edward Tufte
• Visual Explanations by Edward Tufte
• …and Brandscendence by Kevin Clark (for personal reasons)
Experiential picks:
Flow by Mihaly Csikszentmihalyi
How Customers Think by Gerald Zaltman
Authenticity by Joe Pine and Jim Gilmore
The Experience Economy by Pine and Gilmore
Building Great Customer Experiences by Colin Shaw and John Ivens
Revolutionize Your Customer Experience by Colin Shaw
Brand & Values Experience I 2008 37
Be intentional
Brand & Values Experience I 2008 38
Thank You
Copyright: IBM Corporation | 2008
Connecting What You Valueto What You Do
Kevin A. Clark
Program DirectorBrand & Values Experience StrategyIBM Corporation919 543 6245 - [email protected]
IBM Brand Experience Community LeaderAuthor of Brandscedence: Three Essential Elements of Enduring Brands
Thank you