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Predicting the future
…harder than one might think and a more severe
impact on your business than you thought!
Jonas Bränning
The future is best understood
from its history
"The horse is here to stay but the
automobile is only a novelty – a fad."
- - president of the Michigan Savings Bank advising Henry
Ford’s lawyer not to invest in the Ford Motor Company,
1903.
"Airplanes are interesting toys but of no
military value."
-- Marechal Ferdinand Foch, Professor of Strategy, Ecole
Superieure de Guerre.
”A rocket will never be able to
leave the Earth's atmosphere.”
- - The New York Times, January 13, 1920.
"Who the hell wants to hear actors
talk?"
-- H. M. Warner, Warner Brothers, 1927
"Stocks have reached what looks
like a permanently high plateau.”
-- Irving Fisher, Professor of Economics, Yale University,
1929.
"There will never be a bigger
plane built."
-- A Boeing engineer 1933, regarding a twin engine plane that
holds ten people.
"I think there is a world market for
maybe five computers."
-- Thomas Watson, chairman of IBM, 1943
"Where a calculator on the ENIAC
is equipped with 18,000 vacuum
tubes and weighs 30 tons, computers
in the future may have only 1,000
vacuum tubes and weigh only 1.5
tons."
-- Popular Mechanics, 1949
"While theoretically and technically
television may be feasible,
commercially and financially it is an
impossibility."
-- Lee DeForest, inventor, 1957
”To place a man in a multi-stage
rocket and project him into the
controlling gravitational field of the
moon where the passengers can make
scientific observations, perhaps land
alive, and then return to earth—all that
constitutes a wild dream worthy of
Jules Verne. I am bold enough to say
that such a man-made voyage will
never occur regardless of all future
advances”.
- - Lee De Forest, Inventor, February 25, 1957
"We don't like their sound, and
guitar music is on the way out."-
- Decca Recording Co. rejecting the Beatles, 1962
"With over 50 foreign cars already
on sale here, the Japanese auto
industry isn't likely to carve out a
big slice of the U.S. market."
-- Business Week, August 2, 1968
53%40%
7%
Origin* of the Top-20 best selling cars
in the US 2013
*HQ
”…And they [Atari] said, 'No.' So
then we went to Hewlett-Packard,
and they said, 'Hey, we don't need
you. You haven't got through
college yet.'"
-- Apple Computer Inc. founder Steve Jobs on attempts to get
Atari and HP interested in his and Steve Wozniak's personal
computer.
”There is no reason for any
individual to have a computer in
his home”.
- - Ken Olsen, president, chairman and founder of Digital
Equipment Corporation (DEC), in a talk given to a 1977
World Future Society meeting in Boston.
”Nicholas Negroponte predicts
that we´ll soon buy books and
newspapers straight over the
internet. Uh, sure! So how come
my local mall does more
business in an afternoon than
the entire internet handles in a
month?”
- - Clifford Stoll, 1995 Newsweek
"There's no chance that the iPhone
is going to get any significant
market share. No chance."
- - MS former CEO Steve Ballmer in an interview in
2007.
Times are a-changing…and
much faster than ever
0
250
500
750
1000
1250
1969 1985 1993 2001 2009
Internet hosts development (millions)
0
7.5
15
22.5
30
37.5
1900 1920 1940 1960 1980
UK Fixed phone subscription
(Millions)
0
4.5
9
13.5
18
2009 2010 2011 2012 2013
Zalando Revenue (Billions)
0
50
100
150
200
Year
1
10 20 30 40 50
$B
H&M Revenue growth
Predicting
future is a
tough work…
…especially since start to
success is about 5 years,
failure will be even quicker…
The new brave world
• Jobless growth
• New payment possibilities
• Remote Therapy - No more couch
• Health Care - Do take care of
yourself and at home
• University - Still there as we know
them today? (MOCS)
• Prediction for 2045 ”The top
species will no longer be humans”
Future - it ain´t what it used
to be…..
• Stores - Internet trade, 3D printing
• Field service - 3D printing
• Manufacturing - 3D printing
• Logistics - Drones
• Health care - robotics and telemedicine, 3D print
• Car manufacturer - Tesla, Google
• Tele Operators - Skype, Rebtel, WhatsApp
• Banking ”The new Bank of Italy*” - Facebook,
Apple, Amazon
• Travel agencies - Hotels.com, Kayak
• Automated agencies for banks, instant and
constant negotiations
* Bank of Italy succeeded with close connection to society and people, later changed name to Bank of America
So..
what will impact your business
and where will you be in the
future?
Winner
Looser
Lagger
You decide!
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Predictions ppt

  • 1. Predicting the future …harder than one might think and a more severe impact on your business than you thought! Jonas Bränning
  • 2. The future is best understood from its history
  • 3. "The horse is here to stay but the automobile is only a novelty – a fad." - - president of the Michigan Savings Bank advising Henry Ford’s lawyer not to invest in the Ford Motor Company, 1903.
  • 4. "Airplanes are interesting toys but of no military value." -- Marechal Ferdinand Foch, Professor of Strategy, Ecole Superieure de Guerre.
  • 5. ”A rocket will never be able to leave the Earth's atmosphere.” - - The New York Times, January 13, 1920.
  • 6. "Who the hell wants to hear actors talk?" -- H. M. Warner, Warner Brothers, 1927
  • 7. "Stocks have reached what looks like a permanently high plateau.” -- Irving Fisher, Professor of Economics, Yale University, 1929.
  • 8. "There will never be a bigger plane built." -- A Boeing engineer 1933, regarding a twin engine plane that holds ten people.
  • 9. "I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943
  • 10. "Where a calculator on the ENIAC is equipped with 18,000 vacuum tubes and weighs 30 tons, computers in the future may have only 1,000 vacuum tubes and weigh only 1.5 tons." -- Popular Mechanics, 1949
  • 11. "While theoretically and technically television may be feasible, commercially and financially it is an impossibility." -- Lee DeForest, inventor, 1957
  • 12. ”To place a man in a multi-stage rocket and project him into the controlling gravitational field of the moon where the passengers can make scientific observations, perhaps land alive, and then return to earth—all that constitutes a wild dream worthy of Jules Verne. I am bold enough to say that such a man-made voyage will never occur regardless of all future advances”. - - Lee De Forest, Inventor, February 25, 1957
  • 13. "We don't like their sound, and guitar music is on the way out."- - Decca Recording Co. rejecting the Beatles, 1962
  • 14. "With over 50 foreign cars already on sale here, the Japanese auto industry isn't likely to carve out a big slice of the U.S. market." -- Business Week, August 2, 1968 53%40% 7% Origin* of the Top-20 best selling cars in the US 2013 *HQ
  • 15. ”…And they [Atari] said, 'No.' So then we went to Hewlett-Packard, and they said, 'Hey, we don't need you. You haven't got through college yet.'" -- Apple Computer Inc. founder Steve Jobs on attempts to get Atari and HP interested in his and Steve Wozniak's personal computer.
  • 16. ”There is no reason for any individual to have a computer in his home”. - - Ken Olsen, president, chairman and founder of Digital Equipment Corporation (DEC), in a talk given to a 1977 World Future Society meeting in Boston.
  • 17. ”Nicholas Negroponte predicts that we´ll soon buy books and newspapers straight over the internet. Uh, sure! So how come my local mall does more business in an afternoon than the entire internet handles in a month?” - - Clifford Stoll, 1995 Newsweek
  • 18. "There's no chance that the iPhone is going to get any significant market share. No chance." - - MS former CEO Steve Ballmer in an interview in 2007.
  • 20. 0 250 500 750 1000 1250 1969 1985 1993 2001 2009 Internet hosts development (millions) 0 7.5 15 22.5 30 37.5 1900 1920 1940 1960 1980 UK Fixed phone subscription (Millions) 0 4.5 9 13.5 18 2009 2010 2011 2012 2013 Zalando Revenue (Billions) 0 50 100 150 200 Year 1 10 20 30 40 50 $B H&M Revenue growth
  • 21. Predicting future is a tough work… …especially since start to success is about 5 years, failure will be even quicker…
  • 22. The new brave world • Jobless growth • New payment possibilities • Remote Therapy - No more couch • Health Care - Do take care of yourself and at home • University - Still there as we know them today? (MOCS) • Prediction for 2045 ”The top species will no longer be humans”
  • 23. Future - it ain´t what it used to be….. • Stores - Internet trade, 3D printing • Field service - 3D printing • Manufacturing - 3D printing • Logistics - Drones • Health care - robotics and telemedicine, 3D print • Car manufacturer - Tesla, Google • Tele Operators - Skype, Rebtel, WhatsApp • Banking ”The new Bank of Italy*” - Facebook, Apple, Amazon • Travel agencies - Hotels.com, Kayak • Automated agencies for banks, instant and constant negotiations * Bank of Italy succeeded with close connection to society and people, later changed name to Bank of America
  • 24. So.. what will impact your business and where will you be in the future? Winner Looser Lagger You decide!