Pepsico India CEO Mr. Shivakumar's keynote at adTech India 2014.

Digital Impact

Adtech | March 21, 2014PepsiCo | Shiv

Structure• Industrial Age – Digital age• War of ….• Displays• Infonomy• Marketing

Steam Engine 18 C James Watt – H2o, Industrial age –

Information age

The war of the living room

The War of the Table

The War of the palm

The War of the wrist?

Digital impact on Individuals, society, Industries, governments, institutions, brands

Individuals and Computing

Impact of digital camera

1991 – Mobiles, Kodak $13,000-1.3

How many displaysin your house?

AFRICA : Mobile starts the Digital ‘wants’

Market Mobile Ownership %

No. digital devices owned

GDP per capita

Uganda 80% 1.5 $1,305Tanzania 70% 1.4 $1,506Ghana 80% 2.0 $3,082India 75% 2.0 $3,703South Africa 85% 2.3 $10,977UK 100% 6.0 $35,974USA 100% 6.0 $48,147Spain 100 % 7.0 $30,622

Bar code and its impact

Is wearable the human Bar code?

Machines are great servants but poor thinkers. Will self driving cars change that?

Consumers and network effect

Digitization makes information available

22 minutes, 8 minutes

Reallocating Time-PA

Digital Disruption of

Industries

Infonomy and freemium

The Digital micro

MNC

Digital Organizations

work flow, skill bias.

HW+SW+PW

Share of Workforce, By Occupational Class

1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2006 2012 2018 20220%

10%

20%

30%

40%

50%

60%

Creative Class Share

Service Class Share

Working Class Share

The future marketing

department

GTM

Digital choice- Inventory, Choice confusion

Outsourcing Innovation?Innocentive, Kaggle

Role of celebrities

Summary• War• Displays• Innovation