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K8 Keynote "How to Prepare for the Next Digital Decade" delivered by Shar VanBoskirk of Forrester on September 9th, 2013.
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| Kenshoo: Proprietary and Confidential1
Keynote: Agile Innovation
Shar VanBoskirk – VP and Principal Analyst, Forrester
© 2013 Forrester Research, Inc. Reproduction Prohibited 2
How To Prepare For The Next Digital DecadeShar VanBoskirk, Vice President, Principal Analyst9 September 2013
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Are you an early bird or a night owl?
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You should embrace agile innovation to maintain a
competitive edge.
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Agenda
›Why do you need an edge?
›What is agile innovation and how can it help?
›How can you foster innovation at your company?
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Agenda
›Why do you need an edge?
›What is agile innovation and how can it help?
›How can you foster innovation at your company?
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Digital disruption threatens business norms
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Online already introduced new models
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Digital also changes competitor dynamics
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Manufacturers are among the top ecommerce sites
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Mobile commerce will top $31 billion by 2016
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But it is the mobile mind shift that is changing shoppers
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The expectation that any desired information or service
is available, on any appropriate device, in context, at your
moment of need.
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Comparison shopping tools illustrate the mobile mind shift
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New apps influence decisions in the store
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Google enhanced campaigns integrate desktop and mobile ads
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And this is just the beginning
› More displays
› Smart things
› Rich context
› Classification tools
› Confusion of digital and physical worlds
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Agenda
›Why do you need an edge?
›What is agile innovation and how can it help?
›How can you foster innovation at your company?
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Many companies find innovation risky
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Would some structure make you more comfortable with innovation?
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Introducing agile innovation
Interactions override process.
Trial developments are better than
blueprints.
Stakeholders contribute to development.
Development happens
continuously.
Everything is a point of
interaction.
Launch quickly,
then test to improve.
Collaborate with internal and external advocates.
Adjust based on market
conditions.
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Everything becomes a point of interaction
This certainly means creating valuable interactions
against all of your known customer touchpoints.
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Source: YouTube (http://www.youtube.com/)
Negative interactions may be your greatest sources of innovation
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Image source: Lose It! (http://www.loseit.com/)
Launch quickly; test to improve
Let’s not pretend that we know the end game here; let’s do the least amount of features to know if it will work. Then improve it if people use it.
Charles Teague, CEO
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Image source: Engine Service Design (http://enginegroup.co.uk/); Virgin Media (http://www.virginmedia.com/)
Collaborate with internal and external advocates
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Adjust based on market conditions
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Agenda
›Why do you need an edge?
›What is agile innovation and how can it help?
›How can you foster innovation at your company?
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Enable relationships
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Image source: Deloitte (http://www.deloitte.com/)
Embrace agile tools and processes
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Kenshoo has several tools to help
The Kenshoo Innovation
Community helps enable peer idea
development
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SmartPath attribution can improve agility
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This also means taking measured risks
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Partners can help offset risk
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Image source: Haier (http://haier.com/)
Use customer knowledge to stretch your business model
New washing machines wash and peel vegetables.
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Summary and recommendations
› Innovate to stay in front of digital disruption
› Agile innovation gives you a formula for this
› To catalyze innovation at your firm: Enable relationships
Embrace agile tools and processes
Take measured risks
Leverage all partner resources
Use customer knowledge to stretch your business model
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Thank youShar VanBoskirk
617-613-5845
@sharvanboskirk