India Gadget Expo: Emotion Trumps Gadgets
-
Upload
levi-shapiro -
Category
Technology
-
view
110 -
download
1
description
Transcript of India Gadget Expo: Emotion Trumps Gadgets
![Page 1: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/1.jpg)
Emotions Trump GadgetsLevi Shapiro, India Gadget Expo, June 19, 2014
![Page 2: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/2.jpg)
![Page 3: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/3.jpg)
The Future of Digital?
![Page 4: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/4.jpg)
Apple Thinks So
![Page 5: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/5.jpg)
First…let’s Talk About the Glass Ceiling
![Page 6: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/6.jpg)
Multi-modal Competition
![Page 7: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/7.jpg)
Ecosystems Compete on Cross-Screen Experience
![Page 8: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/8.jpg)
Global annual unit sales (m)
1,000
750
500
250
0
PCs
1,250
1997 1999 2001 2003 2005 2007 2009 2011 2013e1995
Smartphones and tablets
0
![Page 9: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/9.jpg)
Apps are eating the world
Source Flurry
Aug ‘12Mar ’11 Jan ‘12
80%Of time on mobile is
spent in apps
140
120
60
40
20
0
100
80
160
Apps
Mobile web
Total min spent on mobile apps vs mobile web (billions of minutes per month, US)
Min
ute
s sp
ent
per
month
(b
illio
ns)
![Page 10: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/10.jpg)
Messaging is a Mobile Ecosystem
![Page 11: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/11.jpg)
Source: comScore Mobile Metrix, US March 2013
![Page 12: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/12.jpg)
2011 2012 2013 2014
Dollars Follow Eyeballs- FB Mobile Revenue
Mobile Desktop
59%Mobile Revenue
in 2014
0%Mobile Revenue
in 2011
![Page 13: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/13.jpg)
Facebook revenue by source
$2.5b
Q4
$3.0b
$1.5b
0
$1.0b
$0.5b
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Mobile
Advertising
Payments Advertising
$2.0b
Q1 Q2 Q3 Q4
2010 2011 2012 2013
$2.6b
![Page 14: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/14.jpg)
Engagement EnableseCommerce
![Page 15: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/15.jpg)
WeChat Ecosystem Value Capture
![Page 16: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/16.jpg)
![Page 17: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/17.jpg)
Hardware as a Tool to Sell Digital Content
![Page 18: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/18.jpg)
![Page 19: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/19.jpg)
Glide’s Technical Edge
![Page 20: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/20.jpg)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E0
1,000,000,0002,000,000,0003,000,000,0004,000,000,0005,000,000,0006,000,000,0007,000,000,0008,000,000,0009,000,000,000
10,000,000,000
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Personal Computers (Desktop And Note-
book)
Smartphones
SmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphones
SmartphonesSmartphones
SmartphonesSmartphonesTablets
Tablets Tablets Tablets Tablets Tablets TabletsTablets
TabletsTablets
TabletsTablets
TabletsTablets
TabletsSmart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Connected/Smart TVs
Wearables
WearablesWearablesWearablesWearablesWearablesWearablesWearables
WearablesWearables
Wearables
Wearables
Wearables
WearablesWearables
Global Internet Device Installed Base Forecast
# O
f Dev
ices
(In
Mill
ions
)Its Not Just Mobile (eMarketer, 2013)
![Page 21: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/21.jpg)
![Page 22: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/22.jpg)
The Magpie effect
![Page 23: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/23.jpg)
![Page 24: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/24.jpg)
![Page 25: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/25.jpg)
![Page 26: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/26.jpg)
Offline Economy is Becoming “Appified”
• Massively contextual- Transactions are Incremental
• Your 2nd brain knows better than you do
• Wallet accessed through your mobile and gatekeepers
![Page 27: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/27.jpg)
![Page 28: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/28.jpg)
![Page 29: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/29.jpg)
![Page 30: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/30.jpg)
![Page 31: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/31.jpg)
Neural Measurement
Source: Professor Nathan Intrator , TAU
![Page 32: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/32.jpg)
![Page 33: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/33.jpg)
Hey Cookie…You Talkin’ To Me?
![Page 34: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/34.jpg)
WelcomeLevi
![Page 35: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/35.jpg)
![Page 36: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/36.jpg)
![Page 37: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/37.jpg)
![Page 38: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/38.jpg)
![Page 39: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/39.jpg)
![Page 40: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/40.jpg)
![Page 41: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/41.jpg)
Web
Mobile
Context
![Page 42: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/42.jpg)
![Page 43: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/43.jpg)
NEXTGEN
![Page 44: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/44.jpg)
![Page 45: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/45.jpg)
![Page 46: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/46.jpg)
Hours spent watching video monthly
5
12
9
33
8
Sou
rce:
Mas
habl
e, J
uly
2012
, Li
near
TV
Nie
lsen
11/
12
NON-LINEAR VIDEO VIEWING NOW EXCEEDS LINEAR TV
![Page 47: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/47.jpg)
BRIDGING THE GAP
![Page 48: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/48.jpg)
What Millenials Want…In Their Employer
1.Training
2. Management style
3. Work flexibility (time is currency)
4. Staff activities
5. Non financial rewards (Activism)
6. Good salary
#1 priority: “sense of meaning”
(Career Advisory Board, Harris Interactive study, 2012)
![Page 49: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/49.jpg)
“In 2009, there were 2.5 billion connected devices. In 2020, there will be 50 billion, most of which will be products.” (Gartner, 2013)
Millenials seek gadgets & experiences
reflecting their values: Inclusive,
Personal,Relationship-based
![Page 50: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/50.jpg)
https://www.youtube.com/watch?v=OTwJI0f8c1s
Israeli Brand: Magisto
![Page 51: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/51.jpg)
https://www.youtube.com/watch?v=y_7yoEUrVhw
Israeli Brand: Waze
![Page 52: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/52.jpg)
https://www.youtube.com/watch?v=5wh6BoTBx2w
Israeli Brand: JINNI
![Page 53: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/53.jpg)
http://www.youtube.com/watch?v=OlvjzQJGDnY
Nivea
![Page 54: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/54.jpg)
https://www.youtube.com/watch?v=UYy1GmJgFXA
Nivea (2)
![Page 55: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/55.jpg)
https://www.youtube.com/watch?v=iMrZmSPpIRw
Motorola
![Page 56: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/56.jpg)
https://www.youtube.com/watch?v=IIpMtWeXCaE
Heineken
![Page 57: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/57.jpg)
https://www.youtube.com/watch?v=yyRgQJzILus
Vittel Water
![Page 58: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/58.jpg)
https://www.youtube.com/watch?v=sjvSqDPrjGk
This is your Moonshot
![Page 59: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/59.jpg)
Can Your Gadget Encapsulate Noble Brand Values and Yet be Freemium?
![Page 60: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/60.jpg)
Freemium Products
• ZERO marginal cost of distribution• Low inherent conversion rate• Large scale / large total addressable market• Continuous monetization curve• Minority of highly engaged users
![Page 61: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/61.jpg)
Characteristics of Freemium Products
• No switching cost• LTV difficult to calculate• Much larger potential audience (everyone can afford free)• Network effects easier to achieve• Advertising not as abrasive• Multiple points of monetization
![Page 62: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/62.jpg)
Lifetime Customer Value (LTV)
• Present value of future cash flows from user• What individual user can be expected to pay• Can be aggregated over various dimensions (demographic
characteristics / early user behavior)• Marketing metric
![Page 63: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/63.jpg)
Misunderstanding LTVLifetime Customer Value is NOT Linear or Immediate
*usually. An LTV evolution curve could theoretically be linear.
![Page 64: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/64.jpg)
Misunderstanding LTVLifetime Customer Value is NOT Linear or Immediate
*usually. An LTV evolution curve could theoretically be linear.
![Page 65: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/65.jpg)
Misunderstanding LTVLifetime Customer Value is NOT Linear or Immediate
*usually. An LTV evolution curve could theoretically be linear.
![Page 66: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/66.jpg)
v
QUESTIONS?•••
![Page 67: India Gadget Expo: Emotion Trumps Gadgets](https://reader033.fdocuments.in/reader033/viewer/2022051613/54c842154a7959707f8b4589/html5/thumbnails/67.jpg)