DIGITAL FUTURES. Michael Bromley Group Head of Digital Strategy, - - PowerPoint PPT Presentation

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DIGITAL FUTURES.

Michael Bromley

Group Head of Digital Strategy, Creative Services and Edge Ecosystems

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DIGITAL FUTURES.

DIGITAL LABS

Our Future Is Unmistakably Digital.

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NODE 1: SUPER CONNECTED

DIGITAL LABS

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https://static.pexels.com/photos/7357/startup-photos-large.jpg

Super Connectivity Themes

Friction Free Creativity Atomisation of Products and Services Personal Corporate Ecosystems Super Connectivity Outside in Design DIGITAL LABS

SUPER CONNECTED.

The world is increasingly connected by

• technology. Inevitably we will soon come to

a point where the concept of connectivity moves from an activity to a state of being. Being 'always on' in one form or another, without a moment passing by where technology isn't connected to me or itself, will fundamentally change our world by changing how we interact with each other and technology.

New Spin on Mutuals

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NODE 2: DIGITAL SHADOWS

DIGITAL LABS

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https://static.pexels.com/photos/7357/startup-photos-large.jpg

Digital Shadows Themes

DIGITAL LABS

DIGITAL SHADOWS.

Personal information and the data that comes from participation in a digital world, what we call Digital Shadows, will become the new currency. People will know it has significant value and they will want to protect it and leverage it more than ever

• before. Choosing to share some or all of a

Digital Shadow to help brands target their products and services to people’s needs and wants will become a consumer’s choice not a corporate right.

Reverse Markets Legislation and Privacy Demand for Digital Fiduciaries

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NODE 3: CLUSTERED ECOSYSTEMS

DIGITAL LABS

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https://static.pexels.com/photos/7357/startup-photos-large.jpg

Digital Shadows Themes

DIGITAL LABS

CLUSTERED ECOSYSTEMS.

Corporations and governments are evolving from single entities to ecosystems centered around shared value propositions. As these ecosystems grow larger and more complex, sometimes cooperating and competing in other ecosystems, they, in turn, will evolve into Clustered Ecosystems complicating and already complex set of interactions with customers and citizens.

Digital Coopetition Partner Aggressively Death of The Corporate Monolith and Brand

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HYPER PERSONALISATION

DIGITAL LABS

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HYPER PERSONAL ISATION.

https://static.pexels.com/photos/7357/startup-photos-large.jpg

Themes to explore

Anticipatory Marketing & Services The Power of Little Data Data Democratisation Permission: The Antidote to Creep Factor DIGITAL LABS

As our Digital Shadows grow in volume they also grow in value. Clustered Ecosystems will compete for the right (sometime paying consumers) to offer better value. This “flipping of the market” from corporate push (using Big Data) to consumer pull (using Digital Shadows) will result in an increasing demand for hyper personalised experiences and value.

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HYPER PERSONAL ISATION.

https://static.pexels.com/photos/7357/startup-photos-large.jpg

Themes to explore

Anticipatory Marketing & Services The Power of Little Data Data Democratisation Permission: The Antidote to Creep Factor DIGITAL LABS

As our Digital Shadows grow in volume they also grow in value. Clustered Ecosystems will compete for the right (sometime paying consumers) to offer better value. This “flipping of the market” from corporate push (using Big Data) to consumer pull (using Digital Shadows) will result in an increasing demand for hyper personalised experiences and value.

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NODE 5: AUTOMATED EVERYTHING

DIGITAL LABS

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https://static.pexels.com/photos/7357/startup-photos-large.jpg

Automated Everything Themes

DIGITAL LABS

AUTOMATED EVERYTHING.

The rise of super connectivity and the demand for hyper personalised value will drive automation of systems and services to new extremes. Everything from cars to homes to hospitals and even simple things like shopping will become completely

• automated. The result is that systems will

‘learn’ what we do, what we like, and what we need and start to offer us solutions without our intervention.

Beyond Humans Rise of Home Automation Workforce of the Future

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DIGITAL MEMES

DIGITAL LABS

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DIGITAL MEMES 1: LEAPFROGGING

DIGITAL LABS

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LEAP FROGGING.

Technology and business models will skip generations. As new technologies and models proliferate previously underserved cultures will adopt the latest iterations without the incremental evolutionary process. New markets will rise seemingly from nowhere and quickly. DIGITAL LABS New Business Models at New Pace New Markets From Nowhere New Competition

Leapfrogging Themes

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DIGITAL MEMES 2: NEW CREATIVITY RENAISSANCE

DIGITAL LABS

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NEW CREATIVITY RENAISSANCE.

The democratization of capability, brought on by the availability of accessible platforms, ecosystems and automation, will give rise to a reliance

• n creativity as the primary means of

differentiation. CCEO Creativity The New Differentiator

New Creativity Renaissance Themes

DIGITAL LABS

Industrial Revolution Timeline

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DIGITAL MEMES 3: VELOCITY OF CHANGE

DIGITAL LABS

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VELOCITY OF CHANGE.

The velocity of change to our markets, technologies and expectations will continue to

• increase. In order to keep up with

change people, communities, corporations and governments will all need to re-assess and improve their ability to change at pace. DIGITAL LABS

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DIGITAL MEMES 4: COMMUNITY DRIVEN LEARNING

DIGITAL LABS

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COMMUNITY DRIVEN LEARNING.

As digital social networks proliferate and extend their reach and their remit, they are changing how we

• learn. Connected communities will

first augment and then replace schools and universities and forever change what and how we educate

• urselves.

DIGITAL LABS

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IAG DIGITAL FUTURES.

DIGITAL LABS

• Recognise and leverage the value of these interconnecting nodes so we can drive our

business forward as a true digital business.

• Build products and services that reflect the Super Connected nature of our customers and

their Digital Shadows, while actively driving our own new markets and opportunities.

• We can turn these opportunities into profitable revenue streams by Hyper Personalising them

for our current and future customers and their Automated lives.

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THANK YOU