Cross roads of content and commerce

Subrata MukherjeeVice President, Product Management, The Economist(Latest hobby - Founder & CEO, Dsrptt business transformation)

business transformationCross Roads of Content & Commerce

Ez Conference 2015Business trackNovember 5th 2015, 10 am, Brooklyn, NY

If your business is into content and commerce you probably are in a “dual site” mode

business transformation

Brand MarketingOr Editorial

eBusiness teamOr Sales army

Reality check!

To the consumer these are two different sites with totally different experiences


Glossy magazine likeRomantic experience

Structured business likeConversion led forceful experience

Reality check!

End game is both sites fight with each other unknowingly , introduce complexity, customers get confused


Success is defined as more eyeballs

Success is defined by more sales / conversions

Reality check!

Introduce seamless multi channel experience focused on the needs of the consumer


Seamless experience causing delightStrategic partnerships across departments

Holy grail of convergence

business transformationInspiration 1 – MR PORTER

business transformationInspiration 2 – TORY BURCH

business transformationInspiration 3 – REFINERY29

You probably knew all about this.. You are thinking what a waste of time…

business transformationWait!!

Lets make it interesting

business transformationHmmmm….

Meet Nicholas Negroponte Professor MIT Media Lab

business transformationVoila!

1995, Negroponte was called crazy for predicting “that we’ll soon buy books &newspapers straight over the internet

business transformationAha!

His latest prediction is - we are going to ingest information “we’re going to swallow a pill and know English”


English in a minute pill

Wow!

His latest prediction is - we are going to ingest information “we’re going to swallow a pill and know Shakespeare”


Pill classicsAccent not included

Wow!

“It will go through the bloodstream and it will know when it’s in the brain and, in the right places, it deposits the

information.”

business transformationAmazing!

Who is more mesmerizing?


Story teller? Fortune teller?

or

Million dollar question!

Prediction is always more fun than reality

business transformationYou knew it!

business transformationThe current state of affairs as a reminder

Most companies who are trying to innovate are just tinkering around the edges

business transformationCurrent reality – Content & Commerce

Free Content everywhere

Ad blocking technology popularity

Diminishing Ad revenue

More eyeballs on digital than print

Premium niche paid content doing well

Lots & lots of commerce sites

Tough demands on shipping / distribution

Diminishing margins on each sale

Tax laws have not evolved as much

Shoppers price sensitive looking for deals

Content Commerce

business transformation5 year strategy plan of a typical Content company

Year 1 Consolidation of CMS platforms Modern scalable ecommerce platform

Year 4 Personalized content verticals Advanced social commerce / mining

Year 3 Ad free premium experience Content partnerships to up engagement

Year 2 Content as a service Personalized cross-sell / up-sell

Year 5 Content syndication & licensing Utilize Big data for growth / value

Year Content Commerce

business transformationThe world in 50 years

All about selling intellectual property rather than the commodity

business transformationContent – Inspiration for our 50 year prediction

Nano-roboticsIn 2014, an engineered scallop nano-robot developed by researchers at the Max Planck Institute for Intelligent Systems in Stuttgart, Germany (only a fraction of a millimeter in size) is capable of swimming in body fluids

This particular version is powered by an external magnetic field, but it’s just providing energy input, not dragging the robot around directly as other micro bots do.Image: http://spectrum.ieee.org/

business transformationContent - Year 2065 (50 years)

Swimming robotic media scallops entering through fluid

Entering thru eyeball & entering blood stream

Fresh content injected remotely to the brain

We feel nanorobots would be so mainstream in 50 years that applications would move beyond medical applications. Media companies could deliver content this way

+ =Image: http://salute24.ilsole24ore.com/Image: http://spectrum.ieee.org/ Image: space.dawsoncollege.qc.ca


3D printing hits food industry tooIn 2015, Hod’s team showed a basic prototype of a 3D printer which would be the future of sci-fi food and other mass scale manufacturing.

Image: futurefood2050.com

Hod LipsonDirector, Creative Machine LabsCornell University

ChefJet Pro (costs about $ 5K) is the world’s first professional dessert printer, utilizing a variety of confectionary recipes including sugar, fondant and sweet and sour candy in a variety of flavors

business transformationCommerce- Year 2065 (50 years)

Wide variety of ingredients for all your 3D printing needs

Sell Intellectual property to download & print

On demand production on a whole new level

We feel that we would be far from solving global hunger, but the indulgent capitalist can just decide to print everything at home including his chicken tikka masala

+ =Image: 3dprint.com, Star Trek food synthesizerImage: solidsmack.com Image: blog.ceb.com


Artificial intelligence and bio technology becomes mainstream

business transformationContent – Inspiration for our 30 year predictionBrain computer interface (BCI)A brain-computer interface (BCI), also known as a brain-machine interface, is a system that allows a person to control a computer or other electronic device using only his or her brainwaves, with no movement required.

In 2015, Adam Fritz – whose legs are both completely paralyzed – recently employed novel brain-computer interface technology created by University of California, Irvine researchers to do what no paraplegic had ever done before: use the strength of his mind alone to take those historic steps.Image: http://news.uci.edu/

business transformationContent – Inspiration for our 30 year predictionEyeball tracking F-35 helmetAfter $60 billion dropped on development, the F-35 jet is ready. It features a brand new helmet that will let the pilot see through the plane, aim missiles with his eyeballs , and keep an eye on key data no matter where he turns his head. It can recognize the pilot with a 3D head scan and can even aim weapons with no more than a glance.

I believe this technology will go very mainstream in 30 years

Images: www.wired.com


Eye & Brain sensors will drive commands

Sensors control navigation on devices

Total hands / voice free access to your content

Content navigation and search would be controlled by eye and brain signals and not by navigation devices or fingers. Think and click your video or browser back button..

+ =Image : http://weandthecolor.com/Image: http://news.uci.edu/Image: http://mindz.net.au/mind-art/

business transformationCommerce – Inspiration for our 30 year prediction

Self adaptive ioTIn 2015, Internet of things is just getting started. We can trigger or schedule events with our smartphones, but it would take at least a decade for self learning and all appliances to talk to each other and not wait for human intervention.

Image: http://spectrum.ieee.org/

Image: lgnewsroom.com

business transformationCommerce - Year 2045 (30 years)

Advanced Internet of Things does automated shopping

Home robots arranges the things where they belong

A real life emergenceof the world of Jetsons!

We will not shop but shopping will get done auto-magically with extensive Internet of Things algorithms and advanced robotics. All you do is consume

+ =Image: dtelepathy.comImage: http:ijpr.org Image: activerain.com


Super computing meets luxurious brand experience


Master algorithm & supercomputing“The master algorithm is the ultimate learning algorithm. It's an algorithm that can learn anything from data and it's the holy grail of machine learning… finance was indeed one of the early very successful applications of machine learning. Things like applying it to the stock market”

“..There's having enough data; the more data we have, the better, so big data is all great fuel for machine learning. And then there's having powerful enough computers to apply those algorithms for all that data”- Interview on Popular mechanics

Image: amazon.com/


Sophisticated algorithm to predict next month’s news

Power of supercomputers to process huge data

Paid premium content predicting future news

We feel current affairs and analysis will become free / cheap. Premium expensive content need to predict future stories and better predictions will be more pricey

+ =Image: http://beforeitsnews.com/Image: http://thefix.com/ Image: itp.net

business transformationCommerce – Inspiration for our 15 year predictionRetail stores becoming guide shopsBonobos – an online men’s clothing retailer opened guide shops to experience products, try sizes, choose patterns & colors, drink from a bar. Stores will be less transactional and more experiential, furthering brand loyalty. This is followed by online order. Popup shops are also helping the cause

Luxury brands will be first to catch on and then will be big box stores catch on. Big box stores like Macy’s which is already clustered inside by brands will be the first to catch on….Sadly, grumpy cashiers will need to find other job opportunities Image: bonobos.com


Robots delivers selections to fitting room / checkout bag

(even in food / FMCG stores where you point & select)

Smaller brand experience store fronts / popups

(even in department stores like Macy’s)

Hi-touch, less time and more fun shopping

(even home deliver if you want hands free )

+ =Image: listsurge.comImage: retail-innovation.com, Retail robot at Hointer, in SeattleImage: usatoday.com, Guide shop at Bonobos

Malls / stores will evolve to brand experience centers with robot controlled trial and checkout processes. No more grumpy cashier, only deal with experience managers


Personalization and portability hits new high with ability to drastically cut fraud


News and information eButlersSites like Google news & Feedly are gaining steam and news & media organizations are merely becoming sources. Instead of going to NYT, readers will consume content in these eButlers

Image: news.google.comImages: feedly.com


Consolidators gaining tractionNews sites growing fast

Separate subscriptions for just portable content

Consume paid content on other consolidators

Portable premium content would be a reality in which reader just buys content and then consumes in a reader of their choice where they can consolidate content

+ =Image: feedly.comRepurposed Image: nytimes.comImages: lifehacker.com


Fraud reduction with nano sensorsEconomies and brands loose billions of dollars for unregulated counterfeit goods and currencies. Nano sensors cant be detected and hence cant be easily duplicated

Image: wired.com Image: bejsment.comImage: thedrum.com


Basic essentialsFood, FMCG, Clothing, HousingEdible Nano sensors for monitoring food

safety, quality and expiry

Discretional shoppingHome, Tech, Auto

TruTag micro particle as security devices readable with special equipment

Luxury shoppingEscapes, Designer goods

Invisible nano QR codes help fight battle against forgery

Retailers upgrading infrastructure to reach Nanosensors and invisible nano QR codes

Image: lovethispic.comImage: University of California

Image: trutags.com

business transformationDisruption planning helps… See 5 year plan

Year 5 Content syndication & licensing Utilize Big data for growth / value

Bottoms up by 5 year strategy planning will just allow you to merely survive

Top down 50 year disruption planning will bring you out of your comfort zone

Year 5 Portable premium content Nano sensors for tracking & fraud check

Year 4Year 3Year 2Year 1

Year 50Year 30Year 15

…before someone else does…

So that you can keep it running for decades to come !

business transformationPlan to bring down your own company….

Probably donuts waiting for you during break..Stop by and say “Hi!”.. I help companies disrupt

Follow me on Twitter @sumutech

Find me on Linked in https://www.linkedin.com/in/sm360

Visit my new disruption hobby at www.dsrptt.com

business transformationWhat's next ?

Cross roads of content and commerce

Technology

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