Companies that create a seamless user experience across devices will have a competitive advantage so big that we’re heading towards “winner takes all” markets. Thanks to the speed of software development we’re on the verge of an exponential growth curve, which in turn means exponential possibilities. The Internet of Things will have the potential to radically alter online shopping behavior. Companies will need to offer something exclusive and become better at explaining which problems they solve. All of this needs to be done with excellent service. In short, companies need to create better user experiences and they need to create them now. Mikael Gummerus is the CEO and Founder of FROSMO. He is also a Co-Founder and Chairman of the Board of mobile game studio Dodreams. You'll find the video of his, and other inspiring FrosmoX16 presentations, on www.frosmo.com/frosmox16

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Future of the UX
How to be prepared to win

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What might have drastic impact to
digital consumer businesses?
Wireless future:
The explosion of
screens
Software evolution:
Exponential competition
Changing business
models:
Creating leverage
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Wireless
future

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Why should I care?
Just at the beginning
of digitalisation
Disruptions will become
bigger and occur more
frequently
Understanding helps
to create leverage
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The next killer gadget
is not physical?

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What does a wireless future
mean for businesses?
I do not want to carry bulky
screens with me but I’m
identified
I want a great experience
at any screen when viewing
or projecting

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Explosion
of screens

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There will be screens everywhere
TRANSPORTATION
Personal Car Autonomous
Driving UI
Personal Car Entertainment
& Navigation UI
Public Transportation
Ordering UI
Public Transportation
Entertainment
Advertising Screens UI
OUTDOOR / PUBLIC SPACE
Drones / Robotics
Entertainment
Advertising Screens UI
Smart Shops / Shop UIs
Connected Sports
HOME
Security
Automation
Locks, lights,
cameras
Virtual assistants
PERSON
Wearables
Smart clothing
AR / VR
Smartphone
Amazon AWS will be part of multitude of these services
as core foundation of cloud infrastructure.

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Creating a seamless User Experience
will be challenging
Basics of eCommerce
aren’t always in place yet
Complicated legacy
systems
Difficult to engage
customers daily
Operating Leverage

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Software will eat the worldSoftware will eat the world

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Luckily the
technology
is already
here

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JavascriptJavascript

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Why does it matter to
my business?
All big players stand behind JS
It will work with every screen - no more restrictions
Faster, easier, more cost effective, more developers,
more frameworks….

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Exponential advancements
exponential competition

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Exponential advancements
exponential possibilities
FROSMOX16 was held
around this time

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Super cheap technology enables
More companies will engage in more business
Easier to experiment new business models for anyone
Easier to create leverage
Distribute faster People adopt faster Companies will succeed
and fail faster

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Everything as
a service?

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Be aware of
“winner takes it all” markets
Actual Consumption for Apps, Wesites, US 2014
27
apps used per
month
79% of time spent on
apps
96
websites visited
per month
44% of time spent on
websites
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Sources: Nielsen, Comscore, Ars Technica, TechCrunch, Internetlivestats, Digitalsmiths,
Activate analysis. Averages across all users with access.

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It’s just in media -
who cares?
Internet and software will create a world
where it will be possible to create rapid
global leverage for ANY BUSINESS
UBER
AIRBNB
?

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GOING AGAINST GILLETTE
(P&G)...ARE YOU INSANE?!

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2012 - 2016: Unilever buys with 1b,
what happened?
Gillette’s (P&G) power
was based on
R&D
Branding & Advertising
Distribution & Retail
How did Dollar Shave Club
manage to get 15% market
share?

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Welcome to the disruption
Each of Gillette’s (P&G)
advantages were destroyed:
R&D: shaves are good
enough
Branding & Advertising:
Youtube & FB are free!
Distribution & Retail:
Amazon’s cloud & great UX
How did Dollar Shave Club
manage to get 15% market
share?
Lot of value was destroyed:
15% market share = 5% of
the revenue

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Winner takes it all markets
Amazon can leverage all of these to make sure the prices are low
Buying power
Delivery power
Server infrastructure
power
Warehouse power
Payment gateway power
And membership power to
add margin

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What should
we do?

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Experiment and rethink
around strategy
protects
you
needs to be
obvious
retains
customers
needs to be perfected
in order to justify
exclusivity and
continuous payments
EXCLUSIVE EXCELLENT
SERVICE
PROBLEM
SOLVED UX

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Summary - future of the UX
Wireless identification
leads to an explosion
of screens
Javascript as
technology will
accelerate business
development
You can and should
start today
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Thank You!
Mikael Gummerus
Founder & CEO
mikael.gummerus@frosmo.com
+358 50 323 4643
www.frosmo.com