Mobile RFID

Transcription

Thank you very much. Good afternoon. I've really enjoyed listening in to the discussions and debates this morning. And what I want to do, is to take us on a further journey. I want to stretch our thinking in some additional directions regarding the future of your business. And, I work with many of the largest telcos, largest banks, largest IT companies. So I could be with Google one day, Microsoft the next, and so on. But, we're all operating in an extraordinarily difficult time right now. And, one of the reasons why it's difficult, is because every one of your competitors and everyone of your senior board has one big question in their mind, which is, what on earth to replace the current business model with, because the current business model is bust. It can't continue. And what I want to do now is to take you on a journey inside your own mind. My views of the future are completely irrelevant this afternoon, okay? You can debate them if you want to, but I want you to use them simply as a springboard to find new moments of genius inside your own head. Because you are the future of Vodafone, it's inside and the technologies that you invent. It's the initiatives, it's the innovations which you are driving, right now. I've talked to some of you. You're involved in cutting-edge things that are going to transform, we hope, the future of this industry. But whether or not people will buy those things and pay enough to justify the future of Vodafone, that's the big question. So what I want you to do, I what you to think as we go through, not necessarily just about what I'm saying, and whether you agree with it or not, because I may not necessarily agree with everything I'm gonna say myself. Alright. This is a space where I want us to think. But I what you think, what you think the future will be okay. And then you're gonna have a chance to come back at me with some of that stuff and we'll 'flip-chart it out' at very high speed. So I wanted to write down odd words and phrases that come flinging though your mind before you, before you miss it. But before we go anywhere I want to ask one question: Where do you get your best ideas from? You are all leaders, that's why you're here. You are leaders have what you do. and I'd say this you can't lead without a vision all leadership is about having eight vision of a better future which is exciting and compiling and brings up the people with you okay so actually as leaders you only need one great idea every year why because it's hard to drive more than three major in unit is at once and each one usually takes three years to date set okay so my question is where does your genes come from as a leader where does that spark up the fresh vision and insight come what is this extraordinary revelation come to shaman that will drive your leadership shining for the next three years where does it come from where to put your hands up with those insights come to you at work primarily put your hands up oh my goodness your sorry I'm just post a moment one said okay track put your hands up if you get most if your ideas your moments have genius outside of work your greedy good ideas that's come to you outside with away to the come to you driving home way to the come to you Fair Lawn friend for a drink with friends where did they come from your lunch time speaking with friends where did they come from Sherman pops put your hands up if you get great ideas in the shower its actually I'm doing a global Poland in a global survey I can sell you up the last forty five thousand people I have polled eighty-five percent get the best ideas in the shower actually have exaggerated a little bit it's only fifty-five percent really up put your hands up if you get so many great ideas in the middle of the night but you have to go to sleep with the piece of paper and a pen bio bed again now what is it happens to you you go to work and you kiss all you innovation goodbye you go to work and almost all fresh fish in an insight disappears you're just functioning a what is it that happens inside your brains when you're released from all of that stuff why is it that you are having you'll know it your best moments of genius outside the workplace please tell me white relaxed fire fighting all day long you can't think correct yes sorry if the Rangers ideas what you think you get a bigger range when you're relaxed would talking to people you connecting things together yes Jenny the noise goes away I call it unintentional genius it's the genius that surprises you when you were not expect seems not say that if you get nothing out to this entire week understand this if you could discover where is that your genius is found and spend more time there I guarantee you you will be a great don't laugh this is really important you will be a great leader up that yes indeed indeed you have to be alive in the workplace to have these genius moments because what's happening when your mind goes into mutual as you're connecting all the pieces together that you've been grappling with all these meetings and emails and noise together in a unique way okay so what would we looking to create here today this morning this already started is something greedy ins for you to have those moments of genius and where they gonna happen I can happen a4 o'clock SmartMoney K can happen in the shower on Thursday frightening sold it could happen walking the dog or going out for a drink with a friend in two weeks time and finally that's why all slots its place and something happens to you so that's what we're looking for today looking for some the raw material for its make that happen okay now my first my first comment I want to make about the future you've already had a lot about it is this don't the biggest mistake is to try look one trend in isolation okay I will not do it I refuse to talk about the future telecom that's what went wrong with the pentagon war games I I would talk to 500 general so the pentagon I was the first non-american ever to address that audience about ways to reduce international tension why did invite mean because they realize that one of the most dangerous things in the world for american generals spend too much time with american generals good and I'm not laughing you see the greatest risk for the defense is institutional blindness at the greatest risk to Google to and Microsoft its we spent too much time with other people who are involved in IT innovation systems and enterprise in dollars to it inside the defense and the only spare time he spends in the pop with other people from other telco companies IT companies are competing or this is a risk so what we're trying to do is to look at the future the wide awake than that okay so am and all these trends are related says stuff happens in one part of the world triggers other things happens elsewhere stuff happens we live with all kinds of uncertainties not tell you this I don't care who you are strategies at the moment I'll just about every one of the largest multinationals in the world is getting overtaken by events things are happening in our world which are overtaking judicial business thinking and it might be a and events such as the pits but the possibility is say Greece leaving the euro it might be a yours out it might be an event as such as a single a single earthquake which causes the meltdown a single reactor as a result is that a whole nation changes energy policy for the next 35 years that that and it's that nation is Germany as a result is that it puts x2 pressure on energy prices in all kinds of other places as a result that and into connected in a funny way we have new technology being launched in America for shale shale oil and gas extraction this extraordinary technology I want to show it to you for a moment it's nothing to do with your business but as an example the kindest things that happen in every business sector in the world which overtaking strategy okay so look at this this is five years ago we were told by the energy companies themselves that on their own estimates they thought that would be out of gas worldwide within sixty years even allowing for new technology five years later they've revised their estimate and they now say they think we have enough gas to last two hundred years actually they're wrong it's at least a thousand years and I wrote a whole book about this and the reasons because they haven't even begun to look in the right place yet okay is plenty guess around the big question is at what cost to the environment about cost to our economy to get that stuff out but he is the issue look what happened to the strategy that the whole stretches around nuclear a reactors and cost to call on the cost to bring your balls suddenly everything's changed and if you don't believe me if you look at the price up to the price of gas on an act or no access it for it was up here at just four years ago it's now down there so we have coal-fired power stations going out a business 57 coal-fired power stations were closed in america in the last 12 months that was not in the plan it was to happen over a bit longer than that another example a bit is a is what's been happening with solar power a.m. site this is the gas prices here up look a high his 2004 yet nor up to 14 of now look at the gas prices you can almost in fact it is so cheap that you look from space the flesh from gas as brighter than any the cities like Chicago in america that's happening a very short space of time look at set up our a and you look at the prices so the cells this wasn't supposed to happen this fact was not supposed to happen for another six or seven years it has this is that this is a technology very close to you intel's a client to mine chips is the same whether they're in the computer whether they're in a solar cell device it's the same technology it's all to do with scale and the prices these things that follows so dramatically that we no longer need a government subsidy an order to put them on your if op just we thought that up until 2020 we would need to be able to paint to be paying for not fun a huge amounts of money just to persuade you to put them on the roof %uh your house now the latest consignments that have come in in containers in October from China are so cheap that you can borrow money from your bank put them on the roof of your house and without any government subsidy look to make money off it on it every single month simply by the cost up the electricity you say it's happening fast and I and that's why my first comment is this that you need more than one strategy to stay alive if you're know about mobile company or toca the days of having only one stressed other that's why you're in innovation because you have plan a but you also investing in Plan B Plan C because you're not quite sure exactly which one of these technologies is going to take off well your revenues are really going to come from if you are of Eric Schmidt about the future Google he will tell you that he has no idea he can't see more than 36 months ahead in fact he has difficulty seeing 18 months or he could tell you is what's in the Innovation Lab and he knows a stutter those things will go into the market and one-tenth that those will actually work so he has more than one strategy does Google many difference test is and Vodafone needs more than once to see two what I fear as a lot to telcos are not going to survive in a car phone because I have that almost everything on only once testing we heard earlier about big bet on only one strategy they were okay they were right that's a big risk and Vodafone can't afford to take that risk so I want to look through the eyes of the customer now because again that's an area where we can easily become blind what I mean by that I mean an old customer a young customer how much they could be a a burial customer comes one in a moment one of the problems we've we haven't even worked out is the right size of the device I noticed that some %uh view not carrying devices which are even larger than this is made of phones some expecting to be this size in terms of the actual screen size in the next six months on current trends I mean how big do you want to go and as as sweet as devices get larger they also get smaller I we can fit a device in two sizes a brain and in fact that we can detach voice and gesture and sought control and in I just using cameras to watch s II that's tomorrow yes actually the day after tomorrow is to control by thinking 11 I we already have that technology for computer games but to implant the chips is interesting see I'm a position in my first training so I'm particularly interested in the opportunity for Vodafone to create by a digital brains that obviously is where about technology is going off to all you make it smaller and smaller the interface is so clumsy you know I can only speak to you at 100 words per minute but you can sync at 10,000 was a permit easily because one picture is worth 1000 words you only have to see ten pictures and you I your imagination and you already think it ten thousand words per minute so it's all about getting stuff in could we connect a mobile device right inside your brain yes of course we can appears one at this is that this is a brain at missus brain tissue growing onto the surface of a change this chip as a traditional Czech with just some projections to capture brain cells we we just at kleck brain cells we grow them we shake them up we allow the brain cells to settle onto the surface of the chip you bring the chip out you then wash it and you put it in one place and you make sure that the cells of it some food so they can go and this is what happens you see only if you have brains which are programs to connect with Vodafone devices okay it's true every one of you has cells which will automatically if I grow your brain cells onto the surface of a chip this is what they do they grow branches looking for intelligent life and when they find electrical currents they put out more branches and you get bandwidth its yeah that's true you getting just one cell to the other that reduce connections and the mall electrical connections there are the bigger the cable becomes but if you grow them on the surface of the chip and there are electrical signals on the surface of the Czech the brain cells think they found home and every time they sent sick an electrical signal they grow another brunch and you get bad ways between brain cells and brain cells and brain cells and at the surface of the chip but it's too bright and that we have been implanting these devices into mice and rats for over 10 years and these mice and rats communicate using mobile technology 3G technology and other things like that wifi and they connect each break each brain to the other brain using my bow signals so they are these mice and rats I able to send each other assault as so here's a nice in a cage here and the there's another one in Australia and the mouse here is thirsty but he cannot get water all he can do is send assault he is sending a thought this is absolutely true he is sending the thought to another mouse in Australia or not somewhere else the other mouse is interpreting that sort and heat then press the lever in his cage he then gets a drink this mouse says thank you thank you mouse over here gets her or now you know of course I mean you are all excited by technology I could see that you are what these devices inside your brain put your hands up if you would like one I have one here up put your hands up a good like me to give you one of these have okay put your hands up if you are certain that this is not the way for you to go you see my friends we've done something very important about technology I couldn't care less about how clever your innovations are talked about the Symbian operating system not has been a club my fears the questions this is the technology you creates going to be something that people are passionate about because we begin to learn we could see the future lebowe I just shown you and you're saying no see the future nepal is not about being clever the future about let's connect with passion it's no longer about what we can do that's history it's about what we actually want and that is the most important lesson we have to learn when it comes to innovation and I can't give you 100 two examples of technology innovation which has failed to engage people and has been consigned to the rubbish tip of history and I don't care what you're doing I an enterprise solution for customer in the business our the providing a new method to streaming video at half the price for someone in the retail market is the same it's about it's about touching emotion Sabah understand how people feel let me give you another example of this emotion seeing am time the perception time is changing dramatically am let's imagine that your watching TV and you're trying to get out to Wikipedia the name is the artist that to that is on the show okay you want to buy a copy and you Wikipedia isn't a good example I see because it's usually very fast site but you've gone to some sites or other some entertainment guide and you press the button and ok how long do you wait before you click the back button 34 seconds put your hands up with you ate less than three seconds for you pressed about past okay up what is 1234 would be fair to say that you've just lost 30 percent W business in three seconds yes now that's today you tell me tomorrow I wanted to just keep that figure in mind 30 percent increase Street all long would it take a website to lose eighty percent of its traffic before you press the back button how many seconds 5 5 you think me up could be if you are I suggest that if you in a remote part in the air with the fam with this low you will probably be more tolerant okay dots I suggest to you that if you are new york in McDonnell's you wait five seconds before eighty percent gone right I just want to hang on to that figure that yesterday so tell me tomorrow in what year do you think it will be two seconds to lose eighty percent of a live check what year do you think your the future is not me what you think 2015 it 2018 2018 actually I think it's coming soon as an next year you watch people my children's age they wait hop seconds if he doesn't have a second I think the masai test crashed next next put your hands up if you have recently tried to buy car insurance online how long did it take you 15 minutes 20 you fail what is a feel like when you called even get insurance after twenty minutes remember you told me that three seconds is enough to make you so mad you want to kill the site okay so I just want to understand futures about emotion is no longer about the web or pink leather I'm trying to help you to understand how irritated you feel of 22 seconds here's another thing on his my mum my mom is here my dad died sadly a few years ago and he felt me up one day and Jesus said look I have always said I would never do any banking online I never want have email and anybody who gets that details over the phone with the credit card is mad but I had to change my mind because everyone communicates by Facebook and email and then they write me a postcard and then I miss all my social life so please can you come upon Tyne online so I went I went round I wondered if she was ill need to psychological help because this is such a big change for I said no look in my eyes I need you to take me shopping now so we went shopping to the biggest computer shop like a fine she said she wanted a skipping computer she knew about video skype this what you wanted she knew it had to have a broad it has a broad and abandon it somewhere and it will be wireless in the garden so we came back a course with a a complete package that she wants the past says the fastest and the most powerful PCI compulsively provide that she could physically carry around the garden X I but wifi in the house we bought a nice smartphone she could see it first thing video calls it's great she's sending emails to have friends in 24 hours the following day she finds me Patrick yes the something very wrong with this machine see what's up well that the computer is fine but the phone is rubbish she says I'm phone in my bag but they said the call see me good I said what I'm not surprised I don't think they have video in the call centres David what happened to us what happened then you see the bank made a fundamental error they had listen to my mother and believes what she said you should never believe market research listen to people but don't believe them she my wife but my mother had about my wife not by much my mother had told the bag for thirty years do not even talk to me about online banking telephone banking I don't even want I want you to come and see me okay so for thirty years they had deliberately produced exactly what my mother said she wanted and then one day she moved 30 years into the future in three hours and left bank behind here's the question: how long will it take Barclays Bank to video enable although that call centers using Vodafone technology two years how long would it take them to make the decision in the vault another two years and in four years time what kind of technology do you think they have and you think my mother will still be using it well she'll be probably moved on so what we begin to see is the real risk of blindness we get propelled by things which we think our customers want which they don't we go we go to clever for things which they are never going to use I we find that sent our customers tell us lies about the future and we believe them and we build all the wrong stuff so what's the right answer the right answers we need to listen carefully to my mother we need to absolutely respect what she says she says she's fed up because she gets through to you and you can't get so quickly we need to listen to what she says and put it right she's talking about things now let's put it right boss when it comes to longer-term if you're thinking about watch kinda customer should be in three years time she doesn't know you know maybe because you are Inc you what you have before you the tools of the future you're creating the tools in the future so what we need to do to get those future my mother we need to know her better than she knows herself here in her world and then we need to build a vision what her future world could be with our help and try to imagine how she might behave if she could see them which she calms and then we will find ourselves in a much better place to go into the future now okay so his present here's my mother now and you too put your hands up if you get through to a call center and the press suppress one for counts best to the customer service we do you think your calls important please hang on put your hands up the fund really annoying put your hands up and keep them if you find it's so annoying that you think that anyone that puts a such a system into the for into the electricity company should be put in prison and the keys runaway my next question is put your hands up if in your part of the world you are using such a system for some of the most important customers what happens please you've told me that two seconds is enough to make you really mad and now that you're getting depressed about every button is another five second press so what i'm saying is we need to have a reality check here because way for not careful we all we will find ourselves constructing a company for future that no longer exists from business models which %uh utterly bust broken and we'll find ourselves gong okay cuz if thats today how annoyed with your customers be tomorrow in the stands second way now I'm not saying we should get rid of call centers and automated systems but what's what he should do not and you have to acknowledge you have built it you know USA we could put in the technology with sees me coming in you recognize me for my incoming about phone number and you on algorithms can predict with a 95 percent accuracy the reason for the call cracked on the first call you know you know me you know my account you have done the analysis so you could probably put me right through immediately to the right Department and if we have a one customer views we were hearing about earlier which I'll come back to it shouldn't matter too much anyway because whoever takes the core concede the entire situation now we're a long way from that but I'm here's another example extraordinary blindness a very different technology in your back-end systems and processes of fundamental to so many businesses let me think about call centers for a moment not your call centres your customers call centres let's imagine a travel company so here I am I'm I'm in agent okay I sit in front of my screen which has the script on it and I've got the headset on hello can I help you and the script is guiding me through and it says I would like to I'm interested in your online offer great and the first published I probably can't see the offer I'm seeing the inch on that version of the offer which is different from the pages which are online and that tell you that is often the case is more the problem is they that's at Jamies telling me I can see a competitor's of a fifty percent less for the same flight and the same hotel using rear and I'm saying really I can see it why because they plucked my internet access because they don't want me to use Facebook should it's true I achieved if I could see it i'd have to get rid of my script in order to have a look but Jamie who's talking to me jamie has is being is got the TV on I can see that I he's got it iPad in front of him on which he has 18 web page is already open his desktop in the corner thereof is home office has another 15 web pages and his or is actually walking towards it now to look at some other pages he's got at i phone in his pocket and is on his Blackberry and a friends going because they are also a sitting on the sofa over there and they've just found an even better offer and Here I am I'm completely blind is not crazy so we see call center technology is hardly advance to I'm just saying this is another example quite literally Brian this here is someone who's totally blind to a multi-channel multitasking consume in a completely different world said okay so yeah we talked about for Desiree I had a Fitch up back in the old nineteen who is this 1999 I think Tesco a enable my fate so uniquely cancer awareness other one comes through the door was any good now use this this is used as I mean what you have you actually like to surf the internet on the on the dole on your fridge I'm it its bombing it's completely bed is its technology Carl stock raving mad here's another example here is a fantastic offering from Intel I'm so sorry we should take that of the tape but this is Intel's offering softball that you can surf and South on the web and email I'm undersea at the same time it's fantastic here's another example of convergence you see convergence tells us that everything is everywhere internet is in the surfboard the cesspool becomes a bank greats here's another example converges tells a this is last century and we are all going to have one of these these cost one euro put your hands up if you own one this is a universal remote to get rid of all these horrible things put your hands up if you have one look only one of you has it you are the techno enthusiasts of the world you are at the cutting edge of all innovation you are other people who love to spend money on technology and you're still using these even though this costs one year why because of what emotion it's because you are emotionally attached you go to bed with these under your pillow they are possible psychological future up its troop up and maybe a taxi costs 15 to 20 euros but considering how much you pay for an iPhone that's not very much my friends yes I I just helping us to understand that this convergence story I'm just wants to provide a counterbalance remember I don't necessarily believe everything on going to say just make wants to make us think actually the futures about diversions summer the future is about divergence why's that well you see I would argue the whole convergence is boring and no one makes money from I'm very bored with cars these days my wife and i own NG which is 38 years old and it looks like a car it feels like a cop its unique its special all the cars today actually eighty percent of them in the UK are great did you know gray is the almost universal car color these days they're all designed in a wind tunnel they all have the same features they all have electronic locking they have for I air conditioning they have the digital radio they have a ABS Brake they have win back every time that produce in innovation one manufacture produces an innovation there is con a chance everyone else decides to do the same am every single car has the same stuff in it the only difference is well they all have the same number we use the same number of seats it's boring actually it's really bad news for making money it's the same with bones they all look the same couch a it's really difficult and as for these iPad the iPad the only difference is this once cracked and the other one isn't but I me quite frankly an iPod is starting to look very commercial product isn't really so tell me where does your competitive advantage common a convergent world because everyone will copy you let iPad go out make no mistake maybe mmm you can early yes if you're lucky so you make money but being divergent to in this came out it was so divergent that we had a one of the biggest business people in the UK saying it was rubbish because it was so different it was literally off-center in in that we collect X centric of Center weird peculiar bizarre why would you do it it's a complete nonsense that is that divergent product and iPod got it right because they had or had somehow managed to future my mother you know one of the biggest buyers are iPad's are people over the age of 65 yeah why because you can make the screen larger so while I just once to see that if all innovation all innovation true innovation I'm not talking about copycat innovation I'm not take about innovation where we say I'll his car has got a satellite navigation welded into the cockpit we will do the same i'm talking about. all or now let's make sure hours also has live traffic data that is pure converges it is not clever its absolutely stupid it simply look you are other people by doing the maths and seeing if you can make it for cheaper and that is what happens to converge in people they go spiraling down more more features more more the same and they go down on price and that is not where you want to be so where you want to be if your Vodafone deferred we have found a stunning new business model we've got a completely different price packaging we got a totally different approach to customer service we've got a radical way I reengineering enterprise software solutions that's completely transforms how that at efficiency that business that no one else got anywhere near and a sin is that while starts converging on to territory you've gone somewhere else left behind flights doubt I'll give you another example love fuck of divergence this thing which I printed out her so was the same price as collagen into walls about ten years ago actually to so indicate you couldn't manufacture that as a single unit but that came out up my printer as a single device what's really interesting about it allows you as telecom to go into manufacturing because you can send a physical object through space from one side to the world together and most fascinating evil will be to put this up to in a scanner in your home and the other side the world cuts in bed from about technology nikolai has an identical product coming out in his hand so teleporting a physical objects is an interesting past future now up I'm just saying its divergent think it's different from the idea of traditional manufacturing okay Sep let me discuss was about things but okkk while telecom muddies would sit while telco models are going bust well here's here's an example sorry about that to %uh video as you know to %uh video what's on a fairly low resolution is equivalent to two hundred thousand text emails a high-resolution bit I'm even took about two gig streams overt I mean how many emails is that its it it two million three million for 5 what the country's quite quickly is that if you think about video a high-resolution videos couldn't to hundreds of thousands of phone calls and almost infinite amount email and fat the idea of charging the phone calls and emails SMS is gone the engine ready masses video let's come back to this guess have a look at what it means a bit more detail look at the total ban with we talk about total bandwidth and we can argue how quickly stopping about 8 eighties aid bad with is growing almost all that time with growth is videotaped as we look at SAC mobile phones in in France at this is a a secret story so I can't name the company habits to at a recently one of the largest telcos in France ass signed contracts with a very small distributor a band with that allow that company to go on selling to retail I'm their own at sin taxes and I forgot to cap the contract and what was happening is that was selling iPhones and other devices basically with an unlimited cap on streaming I guess how much gigabytes how many gigabytes these average users were using is about 13 gigabytes every four days I think what what after the doing I have to watching DVD's all night we don't quite know what they were doing but they were doing a lot of it up Singapore few minutes the shopping center forty seconds it takes from the bottom to top the escalator that's long enough to open your device start watching a TV program cause two seconds is an eternity forty seconds plenty time so well speeding up all to do with video video being used anywhere and everywhere and video too often just about everything else I'm and yes just think about that for a moment already I mean it's two years ago seventy percent of all UK time with came from to web sites seventy percent all UK use up the wet what were the two web sites you chief and no nope Facebook consumes 0 BAM with why because it's just text in photographs you can have millions of them but just keep of the video the one side that conceives forty-percent all UK time which was just one TV company called the BBC just with one player because they happen to get that first at on current trends it will not be long it will not be long before ninety five percent all BAM with in the European Union is simply streaming video the rest is nonsense so wise the business model broken I'll tell you what because it ninety five percent all the bomb was on your networks is video or will be soon and you'll still charging contracts based on Voice minutes as an ass and you got a little bit data per month with the limit on it that is so last century what we should be doing is saying basically you have a video contract and all the rest is free hello that's where it's going so actually what's your business about ship is about voice now is about SMS absolutely not is about email absolutely no way is about Facebook no is about LinkedIn no what is it about it's about 50 yeah sup a by the way his typical typical want to customers how many contractors you got how is it a he or she he s how did you know okay the train in the mess of course so still firstly how many contractors you got running can you come in he should have won by how many do you think is actually go what you think is what you what you think the pace per month they're all on on a monthly basis he's got a is gone i pad yes it or not I contract which may well be difficulty than the other yet what else you got he's got an iPhone his almost certainly got a blackberry on that desk somewhere he's got a as got a physical a broadband coming in has Nick is got yet I would think he's probably got a fixed-line am his he may well have a subscription to some kinda service allows it have wifi in other other locations I'm yep a bug where is a I me of just don't fall where is a is in the toilet what you doing in the toilet has been up to twenty-five minutes what you doing in there him bus if sega's iPad Yessica diver it wasn't mmm he's getting ideas up actually a well what you think seriously a you know what see when this stupid call centres these blind blind call center operators this phone Tim just hello is that rigid yes is sitting on the toilet up does she know nope what you doing is now seven internet on the toilet check what she says is correct I'm just saying that we need to be thinking I traditional marketing is dead to the idea in a few good digital multi-channel customers no no no no no they saw he saw up multi-dimensional customers who living symbol Tennessee in their work and their leisure world to online offline you are shopping and they're not shopping shopping in a retail store shopping in a retail store but they're using your device your mobile device to fizz 222 order the goods online to connect it collected in a few hours as another branch the same store that they are shopping online and buying it fit and then going into letting you physically in the store the whole world is fusing into one it's a very complicated place for retailers wholesalers and toca companies this guy is online somewhere else we are really interested in where he is that's the most important factor for us you you have and your fingertips in your databases I know that you you got huge innovation going untended your analytics in california that's exactly what you should be doing because the most important thing is not what he's doing its way is because that tells you how he's feeling and if you know how he's feeling you know how to connect with him and to make the decision because when you combine that with what you know he's been doing Prince easy in the Piazza or arrest row are easy at work very important is yet school collecting his child if he is don't call him now its absolutely critical to know where the person is even better if you know where they are physically within the building even more you never in a conference room there their own desk or in there in the cafeteria you have three completely different conversations with the same person at work one of the reasons why I find I i dislike taking calls on a mobile i funny same personal it's a route they have no idea what they're interrupting they come crashing into my life yet the right we accepted yeah if I walk around the corner just now at lunch time I was looking for some but said specialists it and I'm thinking not just an empty chair I'm seeing what part of the core so they'll who else is sitting there on the in the conversation like that busy doing some deal or can I join in all this kind of emotional intelligence is going on before I decide where to sit the phone is completely blind where you can turn it into something that can see because you know you know where I am you know at what speed on physically moving you know I must be either driving a car I'm in a taxi you know whereof come from my home you predicted technology has already told you where I'm going which is work because I would go to work at the time a day see on you are now right inside my life and that's even without being able to capture transactions and course when you couple it with radio frequency identification device technology the technology things we talked about so I now we know that I'm sitting in a cab at the cap goes on that doesn't know who I am the caps to spread my glasses is read the RFID on my glasses the cab driver knows the caps technology the taxi technology knows that I am I like brand names because the in the can meet the Browns knows I have bifocals which means that I need reading glasses which means I'm over 50 you can see that I have high income because the brand of the classes and straightaway the at that comes up on the TV screen inside the taxi or into my mobile phone using apparently at random I a lazy Creek should I century now you're absolutely right the hearing about speaking one of the greatest challenges a retail right now and for you is you get too clever remember I told you the future is not about technology is not about being clever it's about being emotionally sensitive you stop bombarding me with all kinds of messages that makes you think that you're reading my brain and I will be very upset so the glaze a correction thing has to come as if by accident along with a stream of consciousness about other things as well it just comes up lays its up to five seconds and goes on but it just but you what you the customer doesn't know is the shared shiver discern analytical genius behind engine and at thats Google's problem right now Google could be much clever than is being at the moment intends its search results Google is deliberately winding down a lot of the search result to make otherwise would just freak you out okay and I here's another example which this is a fusion of my boss I walk along towards the coke machine is my mobile device think I'll says you are one meter to me just three meters you walk in the hallway the turnaround if a victory will come out the Coca Cola machine why's that because as an act of course the axes the mobile phone the app concert at list machine can detect my mobile phone is within 10 meters it sent the SMS automatically at the machine has already been broken this is chip already been program to produce a unique flavors it has the pre packets labor's and a unique flavor for me my customized ring in the memory of coca-cola in the clouds and i'm told as I walked towards the machine don't come outcomes my favorite drink as I pick it up the machine the dots cost my on my mobile phone so we're talking about a world where yes everything's moving into the cloud just like the multinationals are falling ordinary people we've been in the cloud as individuals for five years or ten of course gmail Facebook LinkedIn YouTube our entire world to being cloud-based for some time it's just that multinational companies are struggling to get into the future I'm house Google change Google isn't in Szabo see Google is to be blind why you could spend too much time into clever with Search Engine algorithms and along comes other algorithms to undermine your algorithms and you have this war going on between marketing companies I'm Google Google trying to produce the right listings and marketing companies trying to make sure that their products come to the top right so what happens is Google begins to a save just in the nick of time the thing that has saved Google is one word one phrase which is social networks without social networks the Google algorithm was getting Procrit progressively undermined so cool realized and Facebook realized which is why Facebook has now gone into such as I predicted Google Facebook no that whoever controls social networks will control the future search and whoever controls the future search will control the future online and the reason is this they've realized that actions only one sis once you've done the basic analysis and that is how many people that you know where I'll or people who think like NOLA whose brains are programs in those same kinda way with the same kinda interests personality profile and states have life and living in the same area working for a similar company how many people like you when the presented with a thousand if web sites will find just tourism that really important and if you can find that out you sold the problem and you sold in the way that this spammers the marketing spammers cart fix so that's why Google has gone so big in two sets that side you launch the G Plus that hasn't work particularly well but it so it's it's the end the hype it's the end marketing its and a spin it's the and of stuff it's all about trust its all abouts things like Facebook it's all about relationships TripAdvisor is just one site a review site as you know I'm sure you've all been there matching you type in the name of the London hotel and see first thing comes up saying it's the most fantastic place the second is awful I nearly died rats food poisoning you got one choice 1-click you either go to one of these two are you go to the official website which is now been pushed onto a pay-per-click thing on the ride which to cancel first put your hands up if you go for the wonderful stay first put your hands up to go further acts first put your hands up if you don't believe either of them you go for the official site written by the marketing department we see your typical and I could tell you that home almost everyone in the world will go straight for the story of the rats only one problem with this who wrote the story about the rats competitor of course and who wrote the story about the wonderful honeymoon the hotel yep exactly there's lots of legal cases about this at the moment and you don't do it under the hotel name or you get fined by bite supervisor know you do it subtly you you get you from the a friend who's got a neighbor who's got a brother and he's got a friend and you pay him $10 dollars and he does it that's a problem with the session that was which the power of now here's an interesting thing you knew you the truce because you are sophisticated people you knew that both of these were probably made up but you all went for the rats you knew that it is likely that out the official marketing department was actually more accurate than either of them but you still went for the rats so what it shows is that marketing is dead in the online world you've shown me that when you show me is that the opinion a perfect stranger even if you think there are a liar will still be more powerful for you in the choices you make than anything that can be produced by the defense published State Department yep so now we begin to see a motion to gain actually emotion is very powerfully generated by consumer comment and the defendant our future will be made not by clever innovation not just by the emotional connection by innovation has with the customers but we made his last emotional connection your customers have you as an organization and with each other and I have said this is creeping up now you know in the olden days you just paid money in your marketing department and you paid to get your own your pay-per-click ad that's up here on the right doesn't work anymore Google is now ranking the ads see you now starting to see stars come up on the right hand side here and if you're add does not get enough popularity ratings on it it will no longer show on Google doesn't care you have one billion dollars to spend but Google will put you there so at the writings there on the wall for us in terms of building trust and understanding that is all about two one customer experience it's about understanding what my mother once been really close to her understanding the inside out back from funny I just want to say something about payments for me a for the last at ten years every time I've gone year large bank of said watch out you need to become a telco and every time I go on your lot talk out said watch out you need to become a bank and i'm going to ask you a question in a moment I'm going to benchmark your was responses we have a hundred new mobile payment systems launched in the last Katie months we have up at we've had 200 million mobile payments globally in the last year eighty percent them in Africa almost all of them East Africa you might think that mobile payment innovation is happening in developed countries isn't almost all other mobile payments in the world have happened in one country which is Kenya using a system called empresa correct I'm and just look how mobile payments have grown from know what to more than $4 billion in paper often just 123 years this is a phenomenon which is growing it should make you either excited or alarmed when you go to sleep at night Kenya seventy million customers one-third of Kenya's GDP is traded on MP Sir one-third can you imagine that in the UK up a-tens India as it has just open up and pee so they already have 30 at nine million people using are more people in Africa have access to my father an electricity as some %uh view no very well and safekeeping is much more important than saving money it's keeping its its its it's not the saving it the moving up cash from one place to another at the speed of light it's making sure that the cash till is in the system that you can get it out I'm whenever you need 1.7 billion phone users in the world have no bank account think about it banks get a rough ride in the UK I tell you this a world without banks is a living hell how do I know that because in bob way I have in my my pocket here a 10 trillion dollar banknote printed in Zimbabwe that's not the problem in Zimbabwe actually I've been involved in aids program in Zimbabwe feeding orphans when inflation is running at $1 billion per cent no problem that's not the problem the problem was no bags I can cope with an inflation rate but when you go to bank and we've tried you put money into one bank account in London and it goes to a a as it poppin bank and then between ones in bob with bangs and another the money goes walkabout that's a problem when you have people that are completely armbands they whether what where'd where'd you find the wealth it's cold and what do they wear from the neck say if your mother and you got a three-year-old child will have to do is stick a knife towards your child and you get me only for Gold there and then Utah wealth is as vulnerable as one man with one knife with one child one scary moment that is a number world you have one point seven billion people many of whom are your customers you have $100 million customers in India alone where are you from India $100 million customers in India alone correct and I'm going to take a guess that at least 70 million them have no bank account and I'm certainly going to take a guess at that portion will increase as you roll outs and expand so that more lower-income people get hold of your technology you'll find it goes up even more from seventy percent eighty-five percent even in some parts of India will be completely I'm backed what an amazing opportunity this is not just to put in and you just launched in Pisa type system I know but that's just phase one a we put that ford five years we start to stink about what kind of world that you could start to be managing for people and forgets the SMS all the email all the evening at the other bits and pieces with talking about a completely different relationship with the phone I'm at and in South Africa who see it was South Africa are you know these are already sixty-five percent all such a quest weekends are on my pal already I wish we were dealing with an extraordinary exciting transformation and very large numbers of of people I using about shifting towards internet I think it's the II it's hard to over states the significance of these changes so I think that at least 200 million people will gain their first financial services access using mobile technology in the next 12 months now will begin to see the possibility of new business models up two million beep businesses are already is in square in the US who is seen square here put your hands up if you've already taken a credit card payment using a mobile phone one you all ought to do it just you should do why because it's free and life's too short the future is about mobile payments it's about this kinda technologies yes convergence here the device which cost me absolutely nothing I pop it straight in here you could make credit card and I could take payment for me in less than five seconds strewn I'll take Commission 2.3 percent but that's what ollie only a all the devices do around London but were talking about a very big transformation because it means that a trader in India who has the in a small village weathers no electricity but he does have a mobile phone and a battery pack he can now take a credit card payment all receive a credit concerts transaction using his technology we are an on the edge of something really extraordinary as a say ants I'm what I'd like you to do is to put it all together and tell me what it means for your business bottles I'm okay a Vietnamese the nirvana is to put fingerprint recognition on this as well am that we just to skip okay is part is paying it has just a has just launched they've had the last few months 1.2 million downloads in the UK alone eighty percent to people that receive a payment using an SMS and the ticket system register 15 to 20 percent to these customers are not boxes customers that these this is your church leadership in your your your future but is being taken by Baucus while earth is buck is being allowed to dominate Micah payments in the UK I cannot imagine because you're going to be left a simply be charging for the bandwidth handling the transaction you going to be less busy revenue in this process virtually nothing I accept being able to charge the videos great so now just skip through I think okay so let's imagine a hypothetical partnership between Vodafone Nokia Google american express in the UK let's imagine a world where every smartphone has now got to fingerprint recognition on it every flat screen you put your finger on that in SEO so now we could have secure credit card transactions for up to one hundred thousand dollars at the speed of light at with no other company involved and so that we can capture let's think about we could capture $600 billion a year transactions that some cards at the moment sixty billion a thats average contract interest rate is sixteen percent great now this is the slide I was finishing is the sly I pinching a slide like this to both the senior team to some the largest telcos in the largest banks over the last five years I asked him a question and I'm asking you the same question and I will benchmark your answer against this okay here's the is the issue unit with we had about Moore's Law today we can quarrel about the exact speed at which is happening but the fact is that the cost of technology is falling towards your okay yep the cost to telco the cost to ban with gigabyte is falling towards era yet the cost to providing a new iPad for you every year falling towards era it isn't 0 but new research you saw what happened to gas prices that's your future it's not a good place to be the cost of the the the income that we could get from capturing mobile transactions by moving them credit cards onto the my bus system is rising exponentially at some point these two lines cross I want you to tell me which you as you think it is it 2050 or is it 2010 T or 2015 what happens when these two lines cross is this say I got to Muhammad Yunus a this iPhone scrapped would you like a new one for free shop she s so would you like to because I'm sure you got a partner or a child or something I'll give it to you I pass I will change is iPad's every 12 months for free would you like that see he yeah as it by the way I give you I give you whatever edge tech phone on I thought I'd give it to mobile phones latest generation smartphone technology which aims and every 12 months you've got four devices now by the way do you have broadband at home yes yes yes I will give you broadband I think gotta move the package to use LOVEFiLM or sky what you use and you say I'll give you three unlimited movies you can have as many movies as you like on a mobile I'll or on but not out of the country okay only in Egypt alright and looked at generous he's a yes okay but what's the catch Isaiah unlimited yes I can't get it unlimited SMS I'm a ninja voice calls unlimited yeah I understand what you have to do NEC think you want it out to you without you've got it okay to call it out all the cards on the desk all right okay you can keep one which when you gonna choose to say american express okay reg key to make space is the deal and we'll be looking one thousand dollars maximum a month on american express nowhere else nemelka us okay what we do is we lotta love that haunts the mobile phone just believe me it works you don't need to know to understand how it just works it will cost you anything in fact it's free and see how to do it solid is because we charge all the merchants 2.5 percent the technology cost is virtually nothing we don't have to have any this loss entry stuff its halted still it's all done by Vodafone with you should see our technology innovation department they're really clever I we make so much money on this actually you know what would make a lovely profit on this am and use the days are having a contract over I mean no one's going to go into a mobile phone shop in a cheap I a mobile phone anymore it's just a question which mobile device you'd like with your financial services are you ready to sign fine just sign here it's a 24 month contract and we will give you your new device will arrive tomorrow by FedEx and you get your new devices a year later thank you you get new devices now and then and the year you get your next not a new devices if you win you the contract will carry on now put your hands up if you think that that could happen some company could stop offering such a div such a package within the next ten years but the heads up and course you read the headlines because it's already here cracked okay just look at singapore it started already put your hands up with you think you could happen in a European country within the next five years okay know what you told me my friends I just want you to hold up a mirror to you what you told me and I'm not going to repeat his outside this room you what you told me is exactly the same as every large bank has told me and every large telcos told me and every large IT company is called me and every phone manufactures told me exactly the same which is that they expect this is inevitable is the most debates about the future and not about what is going to happen what's going to happen is obvious its only signing now you've told me the future you told me that the day's Atoka models are broken existing models are broken I started by suggesting that the only thing you be able to charge for if you choose video and the rest would be packaged in for free but I see you go further is now told me the actual days a charging for telco over it. it's all going to be about financial services now with that when I was just take a deep breath I don't necessarily believe everything I just said and just say okay what I like to do now is just brainstorm what you really think about this sup okay deep breath 30 seconds just think is one of the complete start raving loony bonkers mad or what we think not just about the banking thing but what we think in general what you think gosh up yet the point Cape just just hang just a moment just just 30 second walk just just 36 more just just reflect for a moment okay just got fifteen minutes what we're going to do is a big bring some before I do anything I just want to ask how you feel not what you think