Congres BZB.

1. Digital
&
entrepreneurship

2. Hi! My name is Bart.
I work for digital
agency
Find me on : @netlash.

3. - 4 basic forces are shaping digital today
- independent agents have the advantage
- adapt your core strengths to new reality
- be the entrepreneurs I know you are…

4. Internet.

6. Internet.
It’s not about e-commerce or websites or technology.

7. Internet.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.

8. First we change technology.
Then technology changes us.

9. Let’s start with a story.

10. I worked at a bank
end of the 90’s.

11. I worked at a bank
end of the 90’s.
Do you remember the 90’s?
We still used these:

12. I worked at a bank
end of the 90’s.
I had to visit lots of
clients in unknown
places.
Do you remember the 90’s?
We still used these:

13. Remember these?

14. I prepared the night before
by printing out lots of route
descriptions.

15. Now I have this.

16. I don’t even think about preparing
anymore. The information comes to
me, frictionless, the moment I need it.
Now I have this.

17. My behaviour changed.
Induced by technology, I changed
the way I prepare for driving.

18. ICT =
Information and
Communications
Technology
Emphasis on
Information &
Communication,
not on Tech.
The revolution is
in I & C, not in T.

19. Information is always, anywhere
and frictionless available.

20. Remember how we used to plan
‚going out’ in the 80’s?Weeks ahead.

21. Now we have this.
We don’t plan anymore.
Connectivity is always,
anywhere and
frictionless available.

22. First we change technology.
Then technology changes us.

23. Information is always, anywhere
and frictionless available.

24. Behaviour change.

25. Another story.

26. I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.

27. I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.
I know nothing
about washing
machines.

28. This is how I came to a decision:

29. Supplier
1995
I went to a retailer, because
they had a cool radio
commercial and theme song.

30. Supplier
Problem
1995
I explained my ‚problem’ to
the sales guy: starting
family, low budget, no kids.

31. Supplier
Problem
Solution
1995
He suggested 3 brands of
washing machines that
fitted my needs.

32. Supplier
Problem
Solution
Product
1995
I chose the brand that best
fitted my needs and feelings.

33. Supplier
Problem
Solution
Product
1995 2014
19 years later, that
washing machine
broke down. I had
to buy a new one.

34. Supplier
Problem
Solution
Product
Problem
1995 2014
I started with Googling my
‚problem’: family with 3 dirty
kids, silence is important.

35. Supplier
Problem
Solution
Product
Problem
Solution
1995 2014
I read reviews, descriptions,
social info by experts and
people like me.

36. Supplier
Problem
Solution
Product
Problem
Solution
Product
1995 2014
I chose the brand that best
fitted my needs and feelings
based on that information.

37. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
Then I decided where to buy
it, based on a mix of price,
convenience and service.

38. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel

39. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
You want to be as
high as possible in
the decision funnel.

40. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding
You want to get that cool
theme song in their heads.

41. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding Content
Marketing
You want to be found
in that research phase.

42. New decision funnel, because
new availability of information.

43. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.

44. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.

45. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
In 2015, I can do research
anytime anywhere.

46. (But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!

47. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless

48. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Still some friction in information!

49. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!

50. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!
Not prepared to do research
for low involvement items.

51. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Not prepared to do research
for low involvement items.

52. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!

53. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!
But know that the ICT revolution will
keep moving products to the new model.

54. Behaviour change.

55. Behaviour change.
New decision funnel.

56. 4 basic forces:
1. changed behaviour

57. ‣ research not branding
‣ don’t sell, help to buy
‣ advise in decision
‣ this is your core strength!
‣ but use it in all channels
Changed behaviour

58. But will it be strictly digital?

59. The SiliconValleyVC’s are digitizing your business.

60. Investing heavily in startups.

61. The hoodies are coming…

62. You’re digital.
Face it.
Finance is digital.
There’s nothing more bits and
bytes than moving money
around…

63. So you have to follow the native properties of internet.

64. Platform thinking

65. “Small pieces loosely joined”

66. Metcalfe’s law.

67. In a network, the value is in the
connections, not the nodes.

68. This is why the Apple ecosystem, Facebook
(Instagram/Messenger/Whatsapp) and even
P2P chat apps like Snapchat are working hard to
become a platform and an aggregation layer.

69. Facebook owns 4 out of top 5 social networks.
Facebook unbundles itself, driven by dedicated UX.

70. WeChat (Tencent) from chat app to payment platform.

71. In a digital user-centered world, winners own the
connection with the end-user (UX).

72. Alibaba, the
most valuable
retailer, has no
inventory.
Uber, the
world’s largest
taxi company,
owns no fleet.
AirBnb, the
largest
accommodation
provider owns no
real estate.
Facebook, the
most popular
media owner,
creates no content.
Platform companies, owning the front-end.

73. Disrupt the disruptors.

74. There’s always room for a front-end layer on top.
You already own the connection with the end-user!
(For now.)

75. 4 basic forces:
1. changed behaviour
2. front-end rules

76. ‣ own the front-end: connection with the user
‣ this is your core strength…
‣ but use it in all channels
Front-end rules

77. So it will be strictly digital?

78. Digital trends?
Internet is becoming like electricity.

79. Electricity was a thing an sich,
a freak show on a stage.
Electricity as a show.

80. Now we don’t see
electricity anymore.
We see light. We see cooking. We see tv’s and laptops.

81. This is happening to internet.

82. When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.

83. When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.
They’re not.

84. When asked how much time a day they spend
on the internet, youngsters say less hours than
5 years ago.
It just feels less - they don’t
know they’re online anymore.
They’re not.

85. In a few years time, saying
„I’m going on the internet”
will sound as silly as saying
„I’m going to electricity”.

86. The end of internet as
a different ‚space’.
‣ away from ‚cyberspace’
‣ added to every object
‣ tightly integrated
‣ utility

87. Internet is moving away from the surface.
It is becoming invisible, plumbing.

88. 4 basic forces:
1. changed behaviour
2. front-end rules
3. internet is disappearing

89. ‣ users don’t discern on- versus offline
‣ be where the user is
‣ this is your core strength…
‣ but use it in all channels
Internet is disappearing

90. Be user centered

91. “Jobs to be done”
Why is the user ‘hiring’ your service?

92. Don’t focus on the product. Get closer to the transaction.
‣ I want to buy shoes (not handle the debit card).
‣ I want to own a home (not take out a loan).
‣ I want to manage my budget (not look at my account).
Build the User Experience around the transaction.
Understand the final need of the user

93. Simple
Can I afford
these shoes?

94. Digital does not mean ‘computer-
only’.
The human smile is needed!
Embed humans in the interface.
Make the user experience as
human as possible.

95. Be user centric.

96. Act contextual

97. The age of context

98. Data transforms into information or advertising,
depending on the context of the consumer.
The age of context

99. If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
straight into the bin.
If I want to buy a car, and I find a bunch of paper
advertising for cars in my mailbox - I take them with
me to the couch and read them all night.
The age of context

100. Data transforms into information or advertising,
depending on the context of the consumer.
The age of context

101. The age of context
spam advertising info
less context more context

102. ‣ demographic (segmentation)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context

103. 4 basic forces:
1. changed behaviour
2. front-end rules
3. internet is disappearing
4. user-centric context

104. ‣ know the user
‣ understand his context
‣ this is your core strength…
‣ but use it in all channels
User-centric context

105. What you should
remember:
Digital is changing us.
Don’t focus on technology.
Focus on your core strenghts.
But adapt to new channels.
Be entrepreneurial.

106. Conversation

107. Questions?
Questions?

108. Questions?
Questions?
bart@wijs.be
@netlash

109. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275