BTO - Buy Tourism Online Day ONE 3 dicembre 2013 E-commerce & Travel http://www.buytourismonline.com/eventi/e-commerce/ Partendo dall’European Digital Behaviour Study, un’indagine condotta da ContactLab su 5 paesi europei, un focus sui comportamenti digitali degli utenti in tema di tempi e modalità di connessione online, ricerca informazioni e acquisti online. Speakers: Andrea Franchini Head of Research ContactLab European Digital Behaviour Study Stefano Maruzzi VP Europe, Middle East and Africa di GoDaddy L’evoluzione delle tecnologie, internet, le implicazioni lato business e l’impatto sui consumatori. Tommaso Vincenzetti Direttore Marketing Amadeus Italia Lo sviluppo dei processi di transizione dall’attuale modello offline al modello ibrido online/offline per la filiera distributiva, focus: agenzie di viaggio Facilitatore tra pubblico e speakers: Robert Piattelli Co-founder BTO Educational

1. The End of the Era of Common
Sense
Stefano Maruzzi
@smaruzzi
smaruzzi.com
Stefano Maruzzi
Vice President EMEA

2. Rewinding the tape

3. Turning Point
June 29 2007, at 6:00 pm
2,349 days
CPU for the masses thanks to
mobile devices
May 5 2020, at 6:00 pm
2,349 days
Every device, shipment, and
consumer leaves a trail

4. Behind the scenes

5. Three main driving forces
Power of computing
Power of
connectivity
Ten years
ago, the 8th
fastest computer
on Earth
3x a good ADSL
connection in
download
16x in upload
Software as digital glue
Power of data
Leaving trails

6. Voraciousness of innovation
• Technology is destroying jobs
• e-commerce leverages innovations to displace
High Street retailing
• Wireless connectivity is outpacing broadband
• Social Media is redefining privacy
• Technology is outpacing technology
• New devices, small and big, better resolution,
lower costs, wider applicability, 4K TV vs HD
• Technology drives more technology
• IOT means technology embedded everywhere
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7. Check this out
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8. The New Truth
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9. The New Truth
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10. The New Truth
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11. Planet of data
• Connected cars: 152M in 2020
• Conservatively more than 480TB of data collected
from connected cars in 2013
‣ A network of multidirectional connections
‣ P2P and Cloud Centric
• 350MB of data per second in 2020
‣ 15MBs in 2013
• Ford OpenXC Platform
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12. Lessons learned
• Education is key
‣ Coding the next frontier with 18 billion Internet of
Things (IoT) devices on the planet
• Applied technology drives improvements
‣ We can learn a lot by applying common technologies
to everyday practices (toothbrush)
• Centrality of the app ecosystem
‣ Simplicity hiding incredible complexity
• Evolution of user Interfaces
‣ Gesture and voice
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13. The whole picture
• Delegation to technology is an irreversible trend
‣ From washing machine to auto-pilot in cars
• Brands are seeking intimacy with customers
‣ Not just Google or Apple. Zara, British Airways,
Manchester City, … have legitimate aspirations
• Expect technology adoption to inexorably increase
in the years to come
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14. Food for thoughts
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Disruptions in all sectors
‣
Traditional Media Companies are toasted. They kinda know it, but
seem not to care
Accommodation industry is worried about what AirBnB could
become pretty soon
And rental car industry ($10B a year) is attacked from outside
Waze is a good example of how technology is disruption the
concept of state and institutions
Owning and using products has changed
‣
•
Take TV for example
Building products knowing they might be completely obsolete in a short
period of time
Technology can address inefficiencies that still characterize our
society
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15. What to expect

16. Spectacular changes ahead
• Consumers
‣ Empowered, Connected, and Technologically Savvy
‣ Always-on, open minded
‣ Eager to introduce simplicity in their lives
‣ Big Spenders
• Innovation
‣ Superlative Combination of Focus on Technology and
Design
• Media
‣ Consumption to the roof
‣ Beautiful / Relevant / Personalized / Curated Content for
Consumers
‣ Gamification opens new doors
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17. Spectacular changes ahead
• Entrepreneurship
‣ Rivers of ideas
‣ Difficult ‘What Do I Have to Lose’ Economic Environment
for Many
‣ Available (& Experienced) Capital
‣ New Economies of scale
‣ Plug & Play Environment For Entrepreneurs
‣
Marketplaces, Web Services, Distributed Work, Innovative
Productivity Tools, Widespread knowledge, Low ‘Start Up’ Cost
• Distribution
‣ Inexpensive Devices, multiple outlets, widely accepted
Apps model
‣ Ability to Reach Millions of New Users instantaneously
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18. The sky is the limit

19. www.lafinedelleradelbuonsenso.com
Many Thanks