Craig Rispin Keynote - Australian Veterinary Association 2013 Convention
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Craig Rispin Keynote - Australian Veterinary Association 2013 Convention
Transcript of Craig Rispin Keynote - Australian Veterinary Association 2013 Convention
Join us in tropical Cairnsat Australia’s premier
veterinary conference
Don’t missinternational welfare and behaviour expert
Temple Grandin
Register online www.ava.com.au/conference
Early bird closes 15 April 2013
Know First • Be First • Profit First
Craig RispinBusiness Futurist & Innovation Expert
www.FutureTrendsGroup.com
Survival of the Veterinary Profession?
FLASHBACK-1998
Where were you?
What was your work/life like in 1998?
Just imagine what it will be like 15 years from now...
Globally - From All Accounts:
Education Costs are Soaring
Starting Wages are Declining
You’re Working Harder & Longer Hours
You’re Not Making What You’re Worth
Government Support is Declining
Any More? - Share with a Partner
“Some of the trends are, quite frankly, alarming.”
- Ian Spinks, president and general manager of Bayer Animal Health
Karl Fisch - Educational Futurist
Discuss with a Partner:
What Did You Find Most Surprising in the Video?
“If change is happening on the
outside faster than on the inside
the end is in sight.”
-Jack Welch
Up
People
Business Technology
Life SciencesWork/Life
Shift
Globalised
Acceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End of Retirement
Un-Bell Curve
OutrageousOutsourcing
MarketingMegatrend
PracticeManagement 2.0
InnovationImperative
Speed & Size
Cloud Computing
Robots Rise
Coworking
UnbreakableTech
Mobile Madness
Your mobile phone has
all of NASA in 1969. more computing power than
How Big is Mobile Today?
7B People in the World
6B Mobile Subscribers
1B 3G/LTE Subscribers
20
40
60
80
100
120
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Su
bsc
rib
ers
(MM
)
iPhone + iTouch NTT docomo i-mode AOL Netscape
8
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape UsersFirst 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Data as of CQ3:10.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch + iPad
Launched 6/07
~120MM+
~32MM
~9MM
Desktop Internet
Netscape*
Launched 12/94
~27MM
Apple iPhone + iTouch + iPad Ramp – The Likes of Which We Haven’t Seen Before
20
40
60
80
100
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Sub
scri
bers
(MM
)
iPhone + iTouch NTT docomo i-mode AOL Netscape
7
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape UsersFirst 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~50MM netbooks have shipped in first 10 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch
Launched 6/07
~85MM
~31MM
~8MM
Desktop Internet
Netscape*
Launched 12/94
~18MM
Mobile Internet Ramping Faster than Desktop Internet Did – Apple Leading Charge
380M
20
40
60
80
100
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Sub
scri
bers
(MM
)
iPhone + iTouch NTT docomo i-mode AOL Netscape
7
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape UsersFirst 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~50MM netbooks have shipped in first 10 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch
Launched 6/07
~85MM
~31MM
~8MM
Desktop Internet
Netscape*
Launched 12/94
~18MM
Mobile Internet Ramping Faster than Desktop Internet Did – Apple Leading Charge
468M
Search for “ios apps vet”:2,850,000 results
Search for “ios apps pet”:123,000,000 results
Search for “ios apps equine”:346,000 results
25Real-world connectivity
Money
Access
Body
Engines
Metering
Control
Security
Friday, 13 May 2011
Re-Imagination of Health Awareness…
THEN…
Awareness Campaigns /Physician Visits
NOW…(Nike+ / Jawbone UP)
Always-On Tracking + Syncing + Analytics / Quantified Self
47
The Quantified Self
The Quantified Herd Coming Next...
Bio-Sensors Boom - Link to Mobiles
Ultra-Sensitive Electrical Biosensor Unlocks Potential for Instant Diagnostic Devices
Source: University of California, Santa Barbara April 17, 2012
Partner Questions:
What’s your favorite mobile App and why?
If you could create a Vet App that does anything what would it do?
How important do you think this mobile trend is to your industry or practice?
Do you have mobile strategy at your practice or organisation?
Up
People
Business Technology
Life
SciencesWork/LifeShift
Globalised
Acceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End of Retirement
Un-Bell Curve
OutrageousOutsourcing
MarketingMegatrend
PracticeManagement 2.0
InnovationImperative
Speed & Size
Cloud Computing
Robots Rise
Coworking
UnbreakableTech
Mobile Madness
Life Sci - Meet Juan Enriquez
Up
Up
Up
3D Printed Organs
BioSteel
NASA’s Space Elevator Concept
Up
People
Business Technology
Life SciencesWork/Life
Shift
Globalised
Acceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End of Retirement
Un-Bell Curve
OutrageousOutsourcing
MarketingMegatrend
PracticeManagement 2.0
InnovationImperative
Speed & Size
Cloud Computing
Robots Rise
Coworking
UnbreakableTech
Mobile Madness
“Dr. Parkinson is perhaps the most prominent of the city’s 2.0 doctors, who are rethinking the health care model along 21st-century lines.”
- The New York Times
Dr. Jay Parkinson on Huff Post Live
Dr. Jay Asks:
“I’m friends with my patients on Facebook - they can IM me, or book an appointment on my iPhone App.
Don’t you run your practice this way too?”
Discuss with a Partner
Here’s My Practice 2.0
Google Apps for Business- $50/user per year replacement for M$ Office
Google Apps Marketplace- Hundreds of Business Apps installed in seconds
Google+ Hangouts for free Voice/Video Calls- Hangouts-on-Air adds 1,000 viewers + YouTube
Apple iPhone & iPad Mini
Up
People
Business Technology
Life
SciencesWork/LifeShift
Globalised
Acceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End of Retirement
Un-Bell Curve
OutrageousOutsourcing
MarketingMegatrend
PracticeManagement 2.0
InnovationImperative
Speed & Size
Cloud Computing
Robots Rise
Coworking
UnbreakableTech
Mobile Madness
Reaching Global Executives:12Megatrends in B2B Marketing
sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
Thought Leadership Marketing –Tops for Marketers & Buyers
Gets'Attention
� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
Thought'Leadership'Marketing'Toolkit
Up
People
Business Technology
Life SciencesWork/Life
Shift
Globalised
Acceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End of Retirement
Un-Bell Curve
OutrageousOutsourcing
MarketingMegatrend
PracticeManagement 2.0
InnovationImperative
Speed & Size
Cloud Computing
Robots Rise
Coworking
UnbreakableTech
Mobile Madness
Will Robot Pets Ever Take the Place of Real Pets?
Robots Rise - Robot Pets in the Future?
No Way...
But They Will Have Fun Together!
