The only thing moving faster than technology is consumer expectation. This presentation discusses the rapid changes in consumer behaviors and what one must do to reimagine the market opportunities and get real about winning again and building a strong brand.

1. 1
UNLEASH THE POWER OF INNOVATION
MARKETING & INNOVATION:
Schlüsselfaktoren für den Unternehmenserfolg
Erich Joachimsthaler
/Founder & CEO of Vivaldi Partners Group/

2. 2
UBER
UBER SYNDROME
UBERIZED
UBER EFFECT
Vivaldi Partners | Group

3. 3
THE UBER EFFECT
Vivaldi Partners | Group

4. A SIMPLE VIEW OF THE MARKET
Vivaldi Partners | Group 4

5. Vivaldi Partners | Group
NOKIA – THE MOST INNOVATIVE MOBILE TECHNOLOGY COMPANY
0
20
40
60
80
100
0 20 40 60 80 100
CustomerExpectations
Transform
Enable
Enhance
Nokia
iPhone
Low Medium High
Intensity of Transformation
5

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NOKIA’S NET SALES 1999-2015 (IN BILLION EURO)
Vivaldi Partners | Group

7. • Video-calling
• Full capability browser
• App store
• Data services
• Internet tablet
• Nokia glasses
• Symbian (low power operating system)
7
CUSTOMER-RELEVANT MAJOR INNOVATIONS BY
NOKIA – 2000 TO 2007
Vivaldi Partners | Group

8. 8
WE DIDN’T DO ANYTHING
WRONG, BUT SOMEHOW
WE LOST
Vivaldi Partners | Group
Steve Ballmer
Former CEO - Nokia

9. Vivaldi Partners Group 9
THE ONLY THING MOVING FASTER THAN
TECHNOLOGY IS CONSUMER EXPECTATIONS
Jeffrey W. Yabuki
President & CEO - Fiserv

10. 10Vivaldi Partners | Group
THE NEW EMPOWERED CONSUMER
IN CONTROL:
Abundance of choice
MOBILE:
87% sleep with their phone side by side, and check it 150 times a day
NOW:
30 billion WhatsApp are sent every day
SMART:
88% trust online reviews as much as personal recommendations
ADD:
Only 20% of TV spots are fully viewed, 47% prefer only reading headlines

11. 11Vivaldi Partners | Group
IMPROVE PEOPLE’S LIVES
⨠ Solve Something
⨠ Enable People
⨠ Deliver Value
⨠ Help Manage Their Lives
⨠ Fit Into Their Lives
⨠ Give People Time Back

12. Vivaldi Partners Group 12
MARKETING IS NOT ABOUT CONVINCING
CONSUMERS HOW AWESOME YOU ARE.
MARKETING IS ABOUT HELPING CONSUMERS
BECOME MORE AWESOME.
Tom Fishburne

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VIVALDI’S REIMAGINATION OF MARKETS’ PROCESS
GO BROAD
GO DEEP
GET CREATIVE
GET REAL
Vivaldi Partners | Group

14. 14
GO BROAD: EMPLOY AN OUTSIDE-IN PERSPECTIVE
Vivaldi Partners | Group

15. THE FLIGHT OF THE BUMBLE BEE

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ILLUSTRATIVE
Demands
Activities
2,000 people x 30 days x 10 episodes / day
= 60,000 episodes
Activities
Andrea Prepare diner for friends/ Have diner with friends Find (Create) Meaning in Life
Spend time with family At Ease With Myself
BBQ with friends Find (Create) Meaning in Life
Meet friends At Ease With Myself
Spend time with family/ daughter Find (Create) Meaning in Life (Re)Discover Joyfulness
Prepare diner for family/ friends Find (Create) Meaning in Life
Spend time with friends/ family (e.g. cooking) Find (Create) Meaning in Life
Spend quality time with family/ friends Find (Create) Meaning in Life
Thomas Jazz Dancing (once a week) Putting 'Me' First Ensuring a Positive Future
Play golf Bringing Nature Into My Space
Do sports (especially biking) Ensuring a positive future
Exercising at home with DVDs Putting 'Me' First Ensuring a positive future
Work out/ go to the gym Ensuring a positive future
Went to gm Putting 'Me' First
I went sailing for an hour Bringing Nature Into My Space Putting 'Me' First
To work out Ensuring a positive future
Andrea Go to cinema (Re)Discover Joyfulness
Go to Starbucks Putting 'Me' First
Go out & style At Ease With Myself
To be with my boyfried in my favorite bar Find (Create) Meaning in Life Putting 'me' first
Going out on Friday night with friends At Ease With Myself (Re)Discover Joyfulness
At night we went for dinner Putting 'Me' First At Ease With Myself
Having breakfast in a hotel Putting 'Me' First
Susan Enjoy nature Bringing Nature into My Space
Spend time in nature (e.g. lake) Bringing Nature Into My Space
Walking in the country & lunch with friends Bringing Nature Into My Space
Mapping Demand Cluster
ILLUSTRATIVE: EPISODE RECONSTRUCTION METHOD
STRUCTURED ANALYSES OF DAILY ACTIVITIES
LOCATION
DATA SENSORS
WEARABLE
DEVICES
TECHNOLOGY

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GO DEEP: UNDERSTAND CUSTOMERS AS PROBLEM SOLVERS
Vivaldi Partners | Group
OBJECTIVES:
Improve people’s lives (health, wealth, happiness) & deliver results
DECISIONS:
Information, Tools, Advice
PROCESS:
Time, Money, Energy, Cost, Benefit
PRODUCT/SERVICE:
Usefulness, Value, Utility
ADD:
Daily life, Whole life, Work

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UNDERSTAND CUSTOMERS AS TARGETS AND AUDIENCES
Vivaldi Partners | Group
NEEDS:
Higher-order versus Lower-order
WANTS:
Emotionalization
PROCESS:
Frictions to minimize, eliminate or avoid
HABITS:
Unconscious
JOBS TO BE DONE:
Products in search of customers

19. “ WHAT HAPPENS WHEN… ”
HELPS US PAINT A PICTURE OF THE FUTURE…
…SO THAT WE CAN
BOTH PREPARE FOR IT AND CREATE IT
GET CREATIVE: REIMAGINE THE MARKET

20. WHAT HAPPENS WHEN THERE ARE
24 BILLION CONNECTED DEVICES
AND ONLY 7.6 BILLION HUMANS
TREND: THE CONNECTED WORLD

21. THERE IS NO SUCH THING
A NORMAL, TRADITIONAL FAMILY?
TREND: MODERN FAMILIES

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0
20
40
60
80
100
0 20 40 60 80 100
CustomerExpectations
Transform
Enable
Enhance
Low Medium High
Intensity of Transformation
REIMAGINE THE MARKET
GET CREATIVE: REIMAGINE THE MARKET
Vivaldi Partners | Group

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GET REAL: REIMAGINE THE FUTURE OF MOBILITY
PARKNOW
Finds an available public
parking space through GPS
installed
PARKATMYHOUSE
A social network
of private parking garages
for an hour or for a penny
CHARGEPOINT
Automatically finds
a location of where
to swap the battery
DRIVENOW
Pay per use,
billed by the minute
MISSION:
BECOME WORLD’S
LEADING PROVIDER OF
PREMIUM PRODUCTS AND
PREMIUM SERVICES FOR
INDIVIDUAL MOBILITY

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0
20
40
60
80
100
0 20 40 60 80 100
CustomerExpectations
Transform
Enable
Enhance
Automotive
Manufacturers
Tesla
Low Medium High
Intensity of Transformation
Vivaldi Partners | Group
LETS PLAY THE GAME

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GO BROAD
GO DEEP
GET CREATIVE
GET REAL
Vivaldi Partners | Group

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