digital, bear or just bull

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digital … Bear or just Bull?Scott Rigby | Adobe Industry Strategy Group

Scott RigbyBusiness Strategy Principal

Adobe APAC

Darling Park, Tower 2Level 27, 201 Sussex StreetSydney NSW 2000Australia

T +61 2 8622 4014F +61 2 8622 4190M +61 403 749 604srigby@adobe.comwww.adobe.com/au

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Serendipity

Serendipity

2

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Erm…bingo

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

tools

Agenda solutions

trends

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SMARTPHONE

DISH WASHER VCR

PC

CELLPHONE

INTERNET

HDTV

TABLET

STOVE

PHONE

ELECTRICITY

CAR

19101900 1930

1920

1950

1940 19701960 1980 20001990 20202010

33%

50%

75%

90%

10%

Asymco

Technology Adoption

1910

1900

1930

1920

1950

1940

1970

1960

1980

2000

1990

2020

2010

Asymco

10%

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Source: Global Markets Research 2014

Click N Collect(Coles, Woolies)

Digital displays(Burberry; Sport Chek)

Real time price comparison(Sainsbury)

Augmented reality mirrors(Sephora; Rayban;

Burberry)

BLE Beacons(Macy’s; Tesco)

Interactive shop windows

(Sportsgirl)

Projection-mapped mannequins(Sport Chek)

BLE Light fixtures(Walmart)

Contactless payment(US Bank)

Targeted offers directly to smartphone

(Macy’s)

Real time product reviews eg. Twitter comments

(Sport Chek)

Social shopping eg. Getting a second opinion

realtime(Nine West)

9

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

WEARABLES

Do I need to become a technology business

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

We know the future…Wearables and IoTMobile OnlyVR and ARDronesPeta-DataAI and Software EverythingRoboticsMed-TechAutonomous vehiclesPrivate space travelImplants

12

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

…but we don’t know it’s effectsYour next boss could be a robot…

The first person to live to 150 has probably already been born

The more digital things get, the more analog they seem

13

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

So what? Unexpected outcomes from convergence and scale eg twitter, uber

Imposes a requirement to adapt personally/socially as well as technically

Pain of change – constant, unending, accelerating

14

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

tools

Agenda

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Art & Science

Is the voice of the customer

Is how you reply to them

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

why invest in content?

….mindshare

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

We are going to need more content. A lot more content.

18

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Tools matter.

Their usage matters more

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

…same tools – different results

20

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Are you getting full value from your technology investment?

21

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The technology hangover..

22

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Off the shelf is good

23

© 2014 Adobe Systems Incorporated. All Rights Reserved.

…same tools .. different vision, different result

24

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile

Content ManagementAudience Management

Analytics and DataA/B Testing

Media SpendSocial

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda solutions

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Time for me to save the world

…again

You need an engaged leader

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

It’s a constant battle against entropy

28

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

It hurts!

The Kodak moment…

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Its forever…A dog is for life…not just for Christmas.

Customer Experience

Mobile

Social Cloud

Physical to Digital

Content Orchestration

Analysis

Testing

Optimisation

Content Creation

PeopleProcess

Technology Structure

Make

Manage

Mobilise

Measure

Monetise

Customer Expectations

OrganisationalCapability

OrganisationalTransformation

Transformation is for life…

31

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Application & execution is everything.

MyAdobeScore.com

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Best people = best results

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The brand is the experience.

The experience is customer focused and content driven

More content is needed.

35 days. 50 Million users.

Competing priorities. Exponential rate of change

Innovation, urgency & speed matter most

34

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Set….Big Goals

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Remember your humanity and forget the rest.

Albert Einstein

© 2014 Adobe Systems Incorporated. Content Produced by Adobe Value Positioning Team.All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. Content Produced by Adobe Value Positioning Team.All Rights Reserved. Adobe Confidential.

Serendipity

SerendipityThank you!

srigby@adobe.com/rigbyscott@rigbyscott

38