Paul Gelb - Executive Forum - The Mobile Revolution: How It Will Transform Your Business, Life And Perception Of The World

0 © 2011 Razorfish. All Rights Reserved.

THE MOBILE REVOLUTION How it will transform your business, life & perception of the world

MARCH 2011

THE MOBILE REVOLUTION How it will transform your business, life & perception of the world

MARCH 2011

1 © 2011 Razorfish. All Rights Reserved.

INTRODUCTION

2 © 2011 Razorfish. All Rights Reserved.

WE ARE AT AN INFLECTION

POINT

3 © 2011 Razorfish. All Rights Reserved.

20th CENTURY INFRASTRUCTUREscalable becomes the goal

S-curveStable over decades

(few real changes in 60 years)

• predictable

• hierarchy

• control

• organizational routines

• minimize variance

4 © 2011 Razorfish. All Rights Reserved.

THE OLD INSTITUTIONSAREN’T HACKING IT VERY WELL

If U.S. workers’ productivity has grown…

Why has ROI dropped…

5 © 2011 Razorfish. All Rights Reserved.

WHAT WEWHAT WEWHAT WEWHAT WE

Razorfish creates experiences that build businesses

6© 2010 Razorfish. All rights reserved. Confidential and proprietary.

7 © 2010 Razorfish. All Rights Reserved.

Mobile is driving an unprecedented speed of change

8 © 2011 Razorfish. All Rights Reserved.

Value of mobile is amplified by channel & connective tissue dualityPotential to deliver unprecedented value to both businesses & consumers

WEB APPS MESSAGING X-CHANNEL

SOCIAL

LOCATION

COMMERCE

SEARCH

CONTENT

CHANNELS

FEATURES/B

EHAVIO

RS

10 © 2011 Razorfish. All Rights Reserved.

CONSUMERS VALUES ONE THING THE MOST…

SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARING TRANSACTION

12 © 2011 Razorfish. All Rights Reserved.

14 © 2011 Razorfish. All Rights Reserved.

15 © 2011 Razorfish. All Rights Reserved.

16 © 2011 Razorfish. All Rights Reserved.

17 © 2011 Razorfish. All Rights Reserved.

18 © 2011 Razorfish. All Rights Reserved.

19 © 2011 Razorfish. All Rights Reserved.

THE 21st CENTURY WILL BE DRIVEN BYCONTINUAL INNOVATION

S-curveStable over decades

(few real changes in 60 years)

Rapid set of punctuated moves(potentially never ending)

20 © 2011 Razorfish. All Rights Reserved.

IT IS

HARD,AND HARD IS

GOOD

21 © 2011 Razorfish. All Rights Reserved.

22 © 2011 Razorfish. All Rights Reserved.

OLDCREATE SKUNKWORKS AND

INNOVATION LABS ON THE EDGE OF THE FIRM AND THEN ABSORB THEM

WHEN THEY START TO WORK

NEWSTRUCTURE THE EDGE SO IT CAN PULL THE CORE TO THE EDGE

23 © 2011 Razorfish. All Rights Reserved.23 © 2011 Razorfish. All Rights Reserved.

24 © 2011 Razorfish. All Rights Reserved.

Emerging human behaviors matter

IN THE WWW OF PEOPLE,

Process should prioritize purpose instead of repurpose

25

26 © 2011 Razorfish. All Rights Reserved.

BEST PRACTICES

28 © 2011 Razorfish. All Rights Reserved.

THER

E AR

E

BEST PRA

CTICES

� Too early for any best practice to be gospel

� Everyday there is an opportunity to define best practices

29 © 2011 Razorfish. All Rights Reserved.

� Experience needs to be somewhat familiar

� Similar to fashion design, small change as people want to be different but not too different

� Don’t confuse the user

and

DIFFERENTIATEPROCESS

Evaluation metrics should be leveraged for features, functionality and design

EfficientPrioritizes performance minimized navigation paths, personalized and contextualized communications

EngagingDeepens relationship with consumer and provides moments of unexpected utility/playful interactivity

ExperientialOffer robust set of utilities within an intuitive interface; cross-channel touch points become more interactive

Always On Provide a real-time, proactive and notification-driven resource

OpportunisticLeverage more advanced functionality of handset and new consumer behaviors, with data supported iterative updates and enhancements

MalleableIs sustainable over time, accommodating different messages and products without sacrificing scalability

31 © 2011 Razorfish. All Rights Reserved.