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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital … Bear or just Bull?Scott Rigby | Adobe Industry Strategy Group
Scott RigbyBusiness Strategy Principal
Adobe APAC
Darling Park, Tower 2Level 27, 201 Sussex StreetSydney NSW 2000Australia
T +61 2 8622 4014F +61 2 8622 4190M +61 403 749 [email protected] /au
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Serendipity
Serendipity
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Erm…bingo
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tools
Agenda solutions
trends
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SMARTPHONE
DISH WASHER VCR
PC
CELLPHONE
INTERNET
HDTV
TABLET
STOVE
PHONE
ELECTRICITY
CAR
19101900 1930
1920
1950
1940 19701960 1980 20001990 20202010
33%
50%
75%
90%
10%
Asymco
Technology Adoption
1910
1900
1930
1920
1950
1940
1970
1960
1980
2000
1990
2020
2010
Asymco
10%
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Global Markets Research 2014
Click N Collect(Coles, Woolies)
Digital displays(Burberry; Sport Chek)
Real time price comparison(Sainsbury)
Augmented reality mirrors(Sephora; Rayban;
Burberry)
BLE Beacons(Macy’s; Tesco)
Interactive shop windows
(Sportsgirl)
Projection-mapped mannequins(Sport Chek)
BLE Light fixtures(Walmart)
Contactless payment(US Bank)
Targeted offers directly to smartphone
(Macy’s)
Real time product reviews eg. Twitter comments
(Sport Chek)
Social shopping eg. Getting a second opinion
realtime(Nine West)
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WEARABLES
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Do I need to become a technology business
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We know the future…Wearables and IoTMobile OnlyVR and ARDronesPeta-DataAI and Software EverythingRoboticsMed-TechAutonomous vehiclesPrivate space travelImplants
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…but we don’t know it’s effectsYour next boss could be a robot…
The first person to live to 150 has probably already been born
The more digital things get, the more analog they seem
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So what? Unexpected outcomes from convergence and scale eg twitter, uber
Imposes a requirement to adapt personally/socially as well as technically
Pain of change – constant, unending, accelerating
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tools
Agenda
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Art & Science
Is the voice of the customer
Is how you reply to them
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why invest in content?
….mindshare
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We are going to need more content. A lot more content.
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Tools matter.
Their usage matters more
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…same tools – different results
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Are you getting full value from your technology investment?
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The technology hangover..
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Off the shelf is good
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…same tools .. different vision, different result
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Mobile
Content ManagementAudience Management
Analytics and DataA/B Testing
Media SpendSocial
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Agenda solutions
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Time for me to save the world
…again
You need an engaged leader
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It’s a constant battle against entropy
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It hurts!
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The Kodak moment…
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Its forever…A dog is for life…not just for Christmas.
Customer Experience
Mobile
Social Cloud
Physical to Digital
Content Orchestration
Analysis
Testing
Optimisation
Content Creation
PeopleProcess
Technology Structure
Make
Manage
Mobilise
Measure
Monetise
Customer Expectations
OrganisationalCapability
OrganisationalTransformation
Transformation is for life…
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Application & execution is everything.
MyAdobeScore.com
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Best people = best results
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The brand is the experience.
The experience is customer focused and content driven
More content is needed.
35 days. 50 Million users.
Competing priorities. Exponential rate of change
Innovation, urgency & speed matter most
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Set….Big Goals
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Remember your humanity and forget the rest.
Albert Einstein
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Serendipity
SerendipityThank you!
[email protected] /rigbyscott@rigbyscott
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