NILS WOLLNY MANAGING DIRECTOR STRATEGY
THIS IS THE
NEW NORMAL
!
STEVE BALLMER, FORMER MICROSOFT CEO, 2007
"THERE'S NO CHANCE THAT THE iPHONE IS GOING TO GET ANY SIGNIFICANT MARKET SHARE.
NO CHANCE."
NEW NORMAL THIS IS THE
1984 1994
USERS IN THEIR 20S
!
USERS IN THEIR 20S ACT LIKE VETERANS OF THE DIGITAL AGE
#1
!
AGE!
20-29!
13-19!
6-12
!
ERA OF DIGITAL SATURATION
!
HIGHT OF DIGITAL FINDINGS
!
START OF DIGITAL EXPERIENCE
USERS OPENLY ADMIT TO HAVING A DIGITAL ADDICTION
#2
USERS KNOW THAT THEIR PERSONAL DATA IS A CURRENCY
#3
!
USERS REJECT ANYTHING THAT DOESN’T OFFER FUNCTIONAL VALUE
#4
!
USERS SEE THEMSELVES AS THE OWNERS OF DIGITAL BRANDS
#5
DIGITALLY SATURATED LOOKING FOR FILTERS
TRADING DATA FOR BENEFITS FOCUSED ON FUNCTIONAL VALUE
OWNING YOUR BRAND
THE "NEW USER" IS:
NEW NORMAL THIS IS THE
MAGIC ISN’T BUILT IN RIGHT FROM THE START IN THE ERA OF
"NEW NORMAL"