MBO15 Presentation: Kyle Lacy, OpenView Ventures

@kyleplacy
Technology Trends
Disrupting Consumer
Behavior
Kyle Lacy
Head of Marketing Strategy
OpenView Venture Partners
Flickr
Photo
by
Anthony
Quintano

@kyleplacy
What do I do?
I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
http://openview.vc/MBO15Trends

@kyleplacy@kyleplacy
Photo
by
Seth
Casteel

Moments
Matter

@kyleplacyPhotos

by
Seth
Casteel

@kyleplacy
Mobility
@kyleplacy
Photo
by
Seth
Casteel

@kyleplacy
Americans now spend
151 minutes per day on
smartphones, more than
on TV or laptops.
(Millward Brown, 2014)

@kyleplacy
By 2017 there will be
over 20 billion
connected devices.

@kyleplacy
Photo
by
lzf,
iStock
Photo

Photo
by
lzf,
iStock
Photo

1 in 5
searches on
Google are
related to
location.
(Google
Data,
Global,
March
2014)

@kyleplacy
Mobility is about
u/xpectations

@kyleplacy
97% of websites
fail at UX
hDp://blogs.forrester.com/adele_sage/12-‐03-‐15-‐lessons_learned_from_1500_website_user_experience_reviews

@kyleplacy
one.
Moments
Matter

@kyleplacy
Mobility is about
being seamless.

@kyleplacy
Mobility is about
helping not selling.

@kyleplacy
Mobility is about
transforming the
experience.

@kyleplacy
83% of US consumers
research products
while in-store on their
phone.
Our Mobile Planet by Google

@kyleplacy@kyleplacy@kyleplacy
What happens when 5
billion* additional people
join the Internet?
*this number is completely made up but meansALOT of people

@kyleplacy@kyleplacy@kyleplacy
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$

@kyleplacy
Audience
Effect
@kyleplacy

@kyleplacy
Whoever owns the
audience… owns the
experience.

@kyleplacy
Most people think our
main competitors are
Yahoo! and Bing. It’s
actually Amazon.
Eric Schmidt, Chairman, Google

@kyleplacy
“Over the last nine months
Amazon’s shipping costs
have gone up more than 40%,
which is not sustainable even
for Amazon.”
Scott Galloway, NYU Stern

@kyleplacy
“Their shipping fees was $3
billion, but they spent almost $7
billion on transportation costs.”

@kyleplacy
“Their shipping fees were $3
billion, but they spent almost $7
billion on transportation costs.”

@kyleplacy
@kyleplacy
Collaborative
Consumption

@kyleplacy
Jeremian Owyang - Crowd Companies

“The people formerly called consumers are now getting
what they need from each other, rather than from
traditional institutions. Instead of buying new things,
people are sharing products with each other in an
emerging societal shift called the Sharing Economy.”

@kyleplacy
Jeremian Owyang - Crowd Companies

“These Empowered Individuals are beginning to
function like hotels, taxis, farms, restaurants,
manufacturers and other traditional business models.
The crowd is becoming a company unto itself - it’s
backed by powerful technologies, like social networks
and mobile devices, and it is self-organizing.”

@kyleplacy
“Investors have valued
Uber as if it’s bigger
than the entire taxi
industry.”
Travis Kalanick, CEO, Uber

@kyleplacy
@kyleplacy
@kyleplacy #mixwest14

@kyleplacy
FastCompany
The company is believed to be in the
process of raising a war chest of close to
$1 billion — with about half of that
secured. We’ve heard that Airbnb has
been courted by investors out of Asia, as
well as larger private-equity groups.

@kyleplacy
34,000 cities
190 countries
1 million listings
30 million nights booked

@kyleplacy
Courtesy
of
Alex
Tellez
+
Amy
Wang
+
H2O
Team

@kyleplacy
“Big data is like teenage sex
everyone talks about it, nobody really knows
how to do it, everyone thinks everyone else is
doing it, so everyone claims they are doing it.”
Dan Ariely, Professor at Duke

@kyleplacy
“Cloud computing has
changed how startups are
built and companies are
scaled.”
Om Malik

@kyleplacy
The
Hope
of
Big
Data

•  Data
contains
informaWon
of
great
business
/

personal
value.

•  If
you
can
extract
those
insights
from
the
data,
you

can
make
beDer
decisions.

Predicting future stock movements = $$$
Ne0lix
movie
recommenda9ons
=
Be<er
experience
=
$$$
Courtesy
of
Alex
Tellez
+
Amy
Wang
+
H2O
Team

@kyleplacy
Machine
Learning
@kyleplacy

@kyleplacy
Machine learning is the
technology that automatically
finds patterns in your data and
uses them to make predictions
for new data points.

@kyleplacy
Our technology application
generates news stories, industry
reports, headlines and more – at
scale and without human
authoring or editing

@kyleplacy
Humanizing
Automation
@kyleplacy
Flickr
photo
courtesy
of
Amanda

@kyleplacy
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer

@kyleplacy
You are not marketers.

@kyleplacy
You are not technology
experts.

@kyleplacy
Social media
managers or SEO
experts.

@kyleplacy
You are experience
makers and managers.

@kyleplacy
The experience is the
only thing that makes
you relevant.

MBO15 Presentation: Kyle Lacy, OpenView Ventures

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