Presentation at the Fashion & Luxury Masterclass organised by Masterclassing.com in London on 28th Oct 2014

1. 1
!
The Rise of the
Experience Web:!
Why Your Company Must Adapt to Survive
!
Steve Bennett, Regional Director UK!
28th October 2014!!

2. 2
Agenda!
• Digital disruption in the real world – no industry
(or organisation) is safe
• Innovation in action: History of the camera
• Welcome to the ‘Experience Web’
• The Open Web is closing up (and why you
should care)
• Questions at the table discussion afterwards.

3. 3
70% of the companies that were on
the Global 500 list a mere 10 years
ago have now vanished

4. 4

5. 5

6. 6

7. 7

8. 8
No Industry is Immune to Disruption

9. 9

10. The “Photographic Apparatus”
10
“the photographic apparatus”
1839

11. 11
it was so simple J!
Fig. 1 Fig. 2 Fig. 3 Fig. 4
Fig. 5 Fig. 6 Fig. 7 Fig. 8
Fig. 9 Fig. 12

12. 12
it got simpler
“the kodak” 1885

13. 13

14. 14
but that was just the
beginning
1850
1920
1950
1970 1990
2000
2010

15. 15
!
if we map the user’s
journey...
35mm
Load Shoot Unload Develop Enlarge Print Store Share

16. 16
!
each advance removes
steps…
35mm instamatic 1985
Load Shoot Unload Develop
Store Share

17. 17
!
reduces effort…
polaroid 1970
Load Shoot Store Share

18. and simplifies the process
18
!
canon digital 2000
Shoot Store Share

19. 19
iPhone 2007
Shoot Store
share

20. 20
it’s all about the
experience …

21. … and the experience must adapt to
21
suit the consumer

22. let’s apply this to the web
1990 static web browser
22
html
http }

23. 23
apache }
1995 php
mysql
dynamic web Linux
1990 browser
html
}
static web http

24. The site builders journey in the dynamic web
db css/js
schema queries relate
data
24
content
profile
templat
e
deploy
plan
design
paywall
auth
system
error
handler
xml/json/
rss
file
system
email
handler
geo
integration
seo
rest
auth
backup
system
web
service
rest caching
endpoint

25. 25
assembled
web
2005 modules themes }
web services
apache }
1995 php
mysql
dynamic web Linux
1990 browser
html
}
static web http

26. The assembled web made the
journey many times simpler
26
core modules theme configure content deploy

27. What Is Next?
27
assembled
web
2005 modules themes }
web services
apache }
1995 php
mysql
dynamic web Linux
1990 browser
html
}
static web http 2015 }
?

28. The next 10 years will bring a new wave of
innovation
28

29. 29

30. 30

31. 31

32. 32

33. 33
Uber

34. 34
All these
technologies
will come
together

35. We are at the
beginning of the
fourth wave experience
35
2015 }
assembled
web
modules 2005
themes }
web services
apache }
1995 php
mysql
dynamic web Linux
1990 browser
html
}
static web http web

36. 36
what is the !
Experience web?!
1 commerce 2 search

37. 37
STEP
1 Catalog

38. 38
STEP
2 Website

39. 39
STEP
3 Find + Select

40. 40
STEP
4 Add to cart

41. 41
STEP
5 Create Account

42. 42
STEP
6 Enter Payment

43. 43
STEP
7 Enter Shipping Info

44. 44
STEP
8 Review + Submit

45. 45
STEP
9 Product Shipped

46. 46
STEP
10 Wait 3-5 Days

47. 47
Imagine
what it could
look like.

48. 48

49. 49

50. 50

51. 51
From “1-click purchase” to “1-blink purchase”

52. 52
what is the
experience web?
1 commerce 2 search

53. 53
Search was just search

54. 54
Search was just search

55. 55
Search is becoming an experience

56. 56
Search is becoming an experience

57. 57
Will it be the whole experience?

58. Displayed anywhere, any way!
Responsive out-of-the box, but flexible enough "
to also create mobile apps
58

59. 59

60. “disintermediation”
(a big word for cutting
out the middleman)
60

61. The web is disintermediating
brick and mortar
61

62. 62
Google is disintermediating
the web

63. 63
Chrome
chromecast
Maps
Drive
Nexus Glass Nexus
car
wallet
Gmail
Google+
Google now youtube
nest
it’s not just google

64. 64
experience

65. The open web is
closing up
65

66. We won’t be
able to stop it
It drives business $ It’s easier for users
66
A B C

67. flights from Boston

69. 69
On the other hand
You don’t want to share
customers 1
You want to own the
experience 2

70. You don’t want to share
customers
1
My recent Amazon purchases

71. 71
You want to own the
experience
2

72. 72

73. 73
300 completely custom artist
experiences on Drupal

74. 74
340 Unique digital experiences built on a "
common platform – empowers "
store managers to localize each store site

75. 75
!
The Rise of the
Experience Web:!
Why Your Company Must Adapt to Survive
!
Steve Bennett, Regional Director UK!
28th October 2014!!