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

&

RHEINGOLD

1984 1994

USERS IN THEIR 20S

1994 2004

INSIGHTS5

!

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"

NILS_WOLLNY