Technologie und Spiel: Innovationsstrategien für die Logistikbranche, Hartmut Heinrich, Mistress.tech

1. "Innovation-Strategyin ContextofTechnology andGamification."

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“Software is eating the world”.
Marc Andreessen,
Founder Netscape, VC at Andreessen-Horowitz

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Thanks to a private-public taxi cartel in NYC, the value of a taxi medallion has increased 5x times faster than the S&P500.
Source: NYC Taxi and Limousine Commission & S&P Dow Jones Index

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“Wherever there is a bad service, companies from a software background will revolutionize the entire market.”

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So, what can established companies learn from them?

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#1 Redefine the Biz you are in.
Established companies (in any
industry) are specialized inoptimizing their existing business.
They don’t reinvent themselves.
They are not disruptive enough.

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Our true competition is not the small trickle of non-Tesla electric cars being produced, but rather the enormous flood of gasoline cars pouring out of the world’s factories every day."
Source: http://www.teslamotors.com/blog/all-our-patent-are-belong-you

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#2 Pizza Rule!
Motivate interdisciplinary teams and apply the organization around it.

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#3 Think from the outside-in. Not from the inside- out.

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Inside-out
Outside-in
Consumers
Consumers
Product
Consumers
Consumers
Product

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#4 Create a tech ‘vehicle’ to interact and generate data...

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Life isa game. Makeitcount!

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#5 ...and align gamification towards business reality.

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Howdoesitwork
withinlogistics?

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Largest CEP market in Europe
Highly competitive market with strong players in both B2B and B2C
Stagnating B2B market/ dynamicgrowth of B2C segment
High price pressure in 2B with large players aiming to grow in stagnating market
High customer expectations in particular in the B2C segment (free 2door delivery with D+1 standard)
Toeconomicallysucceedin thegrowingGerman parcelmarket, firstdeliveryrate andstopfactorsarekeydriver.

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Howtodisruptthisbusiness?

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Not byoptimizingthestandards!

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3,2,1... Meins!
Order
Wait
Receive
Emotionale Intensity
Schrei vor Glück!
Blackbox!
Forcustomerstheserviceisa

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Order
Wait
Receive
Emotionale Intensity
It‘sabouthowtoemotio- nallyowningtheBlackbox …

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… byusefulservices
andplayfulfeatures!

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Predict/Navigator
DTAG
DPD

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DTAG
DPD
Predict/Navigator

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Andifyouarenot abletogivea 1h time slot?
Typicalcompetitoranswer
DPD answer
toshop
toa neighbour
toa different address
GivingDPD permissiontodeposit
theparcel
Postponingdelivery

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A usefulserviceforclients...
... andforthecompanyin termsofprofitability. Becauseredirectingdeliverysupportsfirstdeliveryquota!

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Anditgetsplayfulwithlivetrackingfeatures.

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More concretegamificationwithinlogistics
tobeworkshopedtomorrow.

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Thankyou!
hartmut.heinrich@mistresstech.com