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#MeToo 231 value chain 82 2Tall 41 additional value through digital products 33 Framework 236–7 103–9 reason for 237–9 Adidas 106 EPIC 1 – IMAGINE Your Digital Future Adobe 27 239–46 AdSense 63 Sprint 1 – Define your CURRENCY and advanced analytics 20, 188 ambition of value 240–2 advertising, future of 59–60 Sprint 2 – Explore your own digital see also ad assets; ad creatives FRONTIERS 242–4 affect 227–8 Sprint 3 – Prioritize the available VALUE affective balance 227, 256 POOLS 244–6 ‘Agile’ methodology 2, 216, 218–20 k EPIC2–BUILDYourTransformationUnit coaches 218 k 246–53 AirAsia114 Sprint 4 – Blueprint your PLATFORM Airbnb 5, 42, 243, 244 idea(s) 247–9 airline and credit card loyalty 99–100 Sprint 5 – Recruit your transformation Alibaba 112–13, 187 TEAM 249–51 Lingshoutong (LST) 196 Sprint 6 – Setup your transformation loyalty 100 ENTITY 251–3 VIP 98–9 EPIC 3 – OPERATE the Digital Alipay 7, 245, 246 Transformation 253–61 Alphabet’s 252 Sprint 7 – RESOURCE the entity AlphaGo 20 appropriately 254–6 Amazon 11, 29, 69, 93, 120, 122 Sprint 8 – RUN the platform everyday Alexa 77, 79, 125, 142 256–8 Dash button 125 Sprint 9 – REFRESH the platform every Expanse, The 75 year 258–61 loyalty 100 3D printing 30–2,COPYRIGHTED 172 MK27MATERIAL drone 187 3G 74 prime 70, 98–9 4G 24–5 Amazon Flex 188 4Ps of marketing mix 237 120 5G connectivity 24–5, 64, 181 Amazon Go concept store 129–30, 132 23andme 40 Amazon Robotics 187 American Airlines: Aadvantage 99 ad assets 62 Android 252 ad creatives 79–86 Ant financial 245 evolution of 80–5 apparel retail 136–7

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Apple 18, 37, 70, 165, 189 book value 245 flagship offline stores 137 Bose 75 health app 92 BPO 210 Siri 77 Brady, Tom 106 Apple Glasses 75, 78 brand marketing 15 Apple Macintosh 67 ‘brandless’ concept 163 Apple Music 37 browse purchases 119, 133–40 Apple Pay 124 evolution of 134–9 appliances Budweiser: ‘Wassup’ campaign (1999) 81 future of 137–8 ‘Building business in ’ 34–5 ordering 125 Bundchen, Gisele 106 Argue and Commit 49, 54 Burnett, Leo 81 artificial intelligence (AI) 20–1, 28, 53, 152–3, 188 Cainiao 187 storytelling 83 Calico 252 Ashley Madison website 27 Cambridge Analytica 231 asset productivity 241 Camus, Albert 53, 54 at Home e-commerce 118, 119–26 cancel culture 167 evolution of 120–5 Capex 187 Audi 165 capitalism 3, 8–11 Audible 34 car stores 138 audio analysis 150 cash flow growth 241 audio sunglasses 75 CCTV cameras 230 k augmented reality (AR) 106, 127, 128, 179 chatbots 142, 244 k glasses 75 Chesky, Brian 243 in supermarkets 135 chief finance officer (CFO), changing role of automated content creation and rendering 209 21–2 Chopin, Frederic 118 automated store experience –129–30 chunking theory 238 automation 188 circular economy of the future 198–204 autonomous deliveries 123 evolution 199–203 Cisco 258 B2B marketplaces 193, 197 citizen database 230–1 B2C e-commerce marketplaces 193, Coca-Cola 81, 113–14 197 collaboration 158 Ray Ban 75 collection systems 200–1 Base + Bonus + Equity model 221 Commerzbank 159 Beaver, Sir Hugh 107 compensation models 221 Big data 20 computer vision 150 big tech, role of 231 consent management 95, 96, 102 Blackberry 8100 Pearl 74 Consult purchases 119, 141–5 BlackBuck 188 consultation 140–6 Blecharczyk, Nathan 243 completely automated 142 BLM 231 evolution 141–5 Blockchain 15, 28, 29–30 53, 189,201 consumer insights Blue, Allen 251 and performance management 153 BlueJeans 258 consumer database 89–91 BMW 165 building 91–3 BNPL (Buy Now Pay Later) 44 consent management and 95

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first- and second-party data –93–5 digital assisted remote consultation 143 third-party data 93, 95 digital billboard 62 consumer education and sourcing 201–2 digital enablement, deficiencies of 232 consumer experience , making 101 digital have-nots 232–3 consumer goods and services sector, six digital payments 4, 7 frontiers of change in 50–2 digital transformation, definition of 13–16, 17 Frontier 1 – How companies reach dining experience 131 consumers 51 Disney 86, 212 Frontier 2 – How companies engage with Disney+ 69 consumers 51 distributed inventory and manufacturing Frontier 3 – How consumers transact 51 122–3 Frontier 4 – How companies create distributed ledger 29–30 products and brands 52 DNA data storage 26 Frontier 5 – How supply chains get Dominoes 41 configured 52 Don Quijote from Japan 139 Frontier 6 – How companies function 52 Dr. Oetkars 41 consumer journey 108 Draper, Don 67 consumer pricing and building status 202–3 drones 123, 186, 189 consumer research 148–54 Dunzo 36, 130 evolution of 149–54 DuPont 12 consumers transaction 118–46 durables, future of 137–8 Cook, Tim 232 Dynamic Creative Optimization (DCO) 83–4, Cooleffect 37 85 k Covid19 pandemic 18, 131, 143, 151, 158, 212, Dyson 165 k 220 co-working spaces 4, 5 eBay 27 creative marketplaces 85–6 e-commerce 4, 6–7, 120, 217 CrossFit 115 disaggregation of 121 crowdfunding 213–14 ‘flash sales’ 15 customer acquisition cost (CAC) 100, 103 education CVS 42, 90 changing attitudes to 44–5 consumer 201–2 Danone 90 de-institutionalization of 216–17 Darwin, Charles 118 evolution in 216–21 data mining 20 efficiency in software development 25–7 DCF value 245 Einstein, Albert 118 Decathlon 104 employability 217–18 decimal system 238 employee satisfaction 228 deep learning 20 employment 215–22 Deepmind 20 changing attitudes to 44–5 DeleteMe 40 evolution in 216–21 delivery and consolidation platforms services 217–18 123–4 Endomondo 106 demand-side exchanges 64 engagement marketing 88 design of experiments 176 enterprise value 241 destination supermarket 217 Epicurious 34 de-urbanization 38 Equifax 92 Deutsche Bank 159 eRTM players 196 device owners 78–9 Etsy 160

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e-Wallet service 246 gig economy 145 Exoskeletons 186 Glassdoor 221 Expedia 256 Go 20, 153 Experian 92 Gogovan 187 Goodless 200 Facebook 10, 11, 12, 39, 41, 46, 64, 75, 78, 83, Google 10, 22, 44, 63, 64, 83, 95, 122, 125, 231 95, 125, 231 ads 77 ads 77 checkout account 75, 120 chat 112 home 77, 142 dynamic creatives product 85 insights 151 facial recognition 132, 231 trends data 150 factory of the future 177–84 voice assistant 142 Fair Credit Reporting Act (1970) 92 Google Alphabet 252 Fair Isaac Corporation see FICO Glass 75 FICO 92–3 Google Hangouts 258 finance 207–14 Google Maps 18, 65, 124, 132 evolution 208–14 Google Pay 119, 124 focus on productivity – 211–12 government 229–33 findability 121–2 evolution 230–3 ‘Find my phone’ app. 18 Grammarly 159 Fintech 5 Great Recession 34 Fivetran 211 green superhero concept 199, 203 Flexe 188 249 k Flexport 188 GSK 40 k FMCG business 212 GSM 74 product sales 194 Guinness 107 shopping needs, 192 FOMO (fear of missing out) 15, 43 H&M 104, 106–7, 172 food delivery 4, 5–6 Perfect Fit app 106 Forbes30 under 30 2 Haidilao hotpot restaurant 30 Ford, Henry 147 happiness 227, 228 Fox 69 HBO 69 freelancers 218 Herzberg, Frederick: motivation and job Fyre Festival 19 satisfaction theories 227 ‘Hikikomori’ 33 ‘Gajok’ 33 Hoffman, Reid 251 game changers 37 Holmes, Elizabeth 2 gamification 112–13, 116, 135 homelessness 37–8 Gandhi, Mahatma 118 ‘Honja’ 33 garbage collection business 201 ‘Honjok’ 33 Garibaldi, Guiseppe 40 Hootsuite 46 Garmin watch 92 household appliances 76–7 Gates, Bill 232 households, changing shape of 33–4 Gebbia, Joe 243 Huawei 74 Geek+ 187 Hulu 69 General Motors 12, 147 hygiene factors 227 geospatial intelligence 18–19 hyper-automation 209 ‘GetaWhatsAppcallfromyourfavoriteidol’ hyperlocal companies 172–3 86 hyper-personalization of products 156–8

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IAC 256 life satisfaction 227 IBM’s Simon 74 LinkedIn 27, 39, 251 ICOs 213–14 localized franchise 168–75 ICQ 46 at home and near home manufacturing Ideamoocs 32 171–2 iHOP 42 evolution from centralized to distributed IKEA 106–7, 138, 171, 180 169–75 implants and sensors 22–4 global and large company platforms 173–4 In and Out burgers 166 hyperlocal companies 172–3 in person consultation 144–5 Influencer brands and products 171 industry 4.0 179, 180, 183, 185, 219, 248 local retail communities 173 principles of transparency 193 logistics 184–91 Instagram 39, 78 automation 186–7 intangible value ad 116 evolution 185–90 intangibles, engagement through 109–17 green supply chain 189 understanding 110–15 import model of the future 190 IOT sensors 23, 31, 64, 181, 182 reverse logistics 188–9 iPhone 74, 120 Uberization 185–6, 187–8 Ironman triathlon 42 logos 162 iTunes 37, 75 loss to society concept 176 low-code application development 26, 209 JCDecaux 62 loyalty consortium 101 JD: Xintonglu (XTL) 196 loyalty programs 96–103 k Jetstar 114 modern-day 98–100 k job security 227 Lululemon 165 Jobs, Steve 73 Lyft 2, 11 Jordan, Michael 13 machine learning 20–1, 28 Kalanick, Travis 2 Mad Men 67 Kantar 151 Manning, Peter 41 Kaufer, Stephen 256 manufacturing and distribution of products Khosrowshahi, Dara 256 evolution 179–83 Kiehls 109, 110 human element 182–3 Kiva Systems 187 manufacturing key principles Klarna 44 decentralization 179–81 interfacing 179, 181 L’Oréal 104, 106–7, 108 self-regulation 179, 181–2 La Roche-Posay 164 virtualization 179, 182 Lalamove 187 MapMyFitness 106 last mile delivery 123 MapMyRun 168 leadership 222–8 Maps 133, 252 affective balance 227–8 Marlboro Man campaign 81 celebration of non-leadership 226–7 McDonalds 159, 169, 173 creating difficulties 227 McKinsey 7S framework 237 evolution 223–8 measurability of ad views 62, 63–5, 65 orchestration over synthesis 225–6 media processing tools 150 smaller organizations 224–5 medical diagnostics 22–3 League of legends e-Sports 42 Meetup 34 Lego 157, 160, 217 Mention 37

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Mercedes-Benz 165 Overpronators 79 Michelin 107 own-able characters 86 Microsoft 12, 75, 251, 258 own reach 78 Mirror 165 MIWA experiment 200 package-less solutions 199–200, 204 mobile ATMs 131 packaging, primary and secondary 162 mobile phone service 74 Parks, Rosa 118 ModiFace 106 passive metering 150–1 modularity in software development 25–7 pattern recognition 153 mom-and-pop shops 192–3, 194–5 Paw Patrol 21 Motorola DynaTAC 8000X 74 paydonotdrivemotivation227 Mr. and Mrs. Smith 35 PayPal 7, 124, 251 music streaming 70 PCBs (printed circuit boards) 31 MUUSE 200 personal data privacy and security 27–9 My Fitness Pal 27, 106 personal devices 72–9 MySpace 46 clusters 75, 76 evolution 73–7 NBC 70 total availability and commoditization of Nespresso machine 171 19–20 Nestle 104 personal financial situation 34–6 Netflix 20, 37, 67, 69, 158, 166, 241, personalization 154–61 242, 246 evolution 156–60 Neumann, Adam 1 experiences 158–9 k Next trucking 188 full, for consumers 157 k Nike 41,92, 106 product economics 159–60 Nike Fit 92 photo recognition technology 139 Nike Love 79–80 Pichai, Sundar 142 Nike Running 92, 93 Pippen, Scottie 13 Nike SNKRS app 92, 93, 165 Pizza 41 Nike Training club 92 plastic waste 36, 200–2 Nike+ 92 Plastic banks 202 nine-block business model canvas 237 platform-sourced creatives 84 Nokia ‘points exchange rate’ 102 Nokia 1011 phone 74 Pokémon Go 19 Nokia 3310 74 Ponzi scheme 10 Nokia 7110 camera phone 74 Porter: five forces 237 Power BI 211 OG (Original Gangster) 92–3 predictive analytics 152–3 Ohmae: 3C model 237 privacy, war on 39–40 online learning 217 public postal services 123 On-the-Go Commerce 118–19, 126–33 evolution of 128–32 QR codes 189 OTIF targets 153 quantum computing 26 Out-of-Home (OOH) media 248 Quicktron 187 evolution 61–4 future of 60–5 real-time performance management 210–11 inventory 65 recycling plants 200–1 marketplace 63 Red Bull Stratos 81 Outsystems 209 Redbull 105, 108, 167, 253

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relevance of brands, continued 161–8 single view of the consumer 64 breadth and depth of habit 166–7 Siri 142 ethics of 167 stockkeeping units (SKUs) 43, 158, 171, 189 evolution of 162–7 Skype 258 functionality and value 165–6 Slack 2 status and community 164–5 smart cities 232 trust and quality 163 smart fridges 125 Reliance Jio 4G service 19 smart glasses 75, 78, 151 remote learning ‘e-commerce’ 217 smart homes 76–7 responsibility, sense of 36–7 smart phone 131 retargeting 62 smart POS machine 196 reverse logistics 186 smart vending machines 129 ‘Reversing Roe’ 40 smartphone 19, 73–5, 78, 98, 121, 130, 137, 151 RFID technology 23, 182, 187, 200 evolution 74–5 ride hailing 4–5, 18, 123 Snapchat 2 Ripley entertainment 107 Social media 45–7, 77, 78 Robo Advisors 142, 143 Socialnet 251 robotics 187, 190 Softbank 8 3D printing 30–2 Son, Masayoshi 8 process automation 209 sports analogy 234–6 route to market 191–8 Spotify 70, 91–2, 95, 158, 164, 258 B2Bmarketplaces197 Srivaddhanaprabha, Vichai 236 consolidation of fragmented trade 193–4 standalone checkout 124–5 k evolution 193–7 Starbucks 5, 148, 149, 199 k mom-and-pop shops 192–3, 194–5 loyalty 98, 100 new routes to market 195 startups 11–13 store aggregators and store services 196 Stitchfix 159 RPA 210 store aggregators 196 store services – 196 same-sex couples 40 Stripe 124 Samsung 74 Subway sandwich 156 ‘SAP project’ 209 Sundblom, Haddon 81 Scoot airline 114 supermarket 135–6 scorecards 245 supply-side networks 62–3 screen inventory 65 Supreme 164 Scrum Masters 218 Swift, Taylor 37 Sedol, Lee 20, 153 synthetic creatives 82–3 self-driving cars 123 synthetic media 21–2 services marketplaces 145 seven-step problem solving process: Define, Tableau 211 Structure, Prioritize, Work-plan, Taguchi 176, 181 Analyze, Synthesize and Present 48 TaskRabbit 107, 120 Shake Shack 166 Telco 65 Sharp J-SH04. 74 Telehealth 143 shopper marketing 15 tele-medicine 144 shopping calendar 136 tele-shopping 120 Sierpinski triangle 238 Theranos 2 Singapore airlines 114–15 Tik Tok 34 ‘single source of truth’ function 153 Tinder 34, 39

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TomTom watch 92 value of experience Traackr 46 41–2 trace-together service 18 Vans 160, 188 trademark regulation 162 vending machines 128–9 TransferWise 111–12, 116 video streaming 70 transparency 203, 204 Vision fund 8 TransUnion 92 Vistar media 62 TripAdvisor 30, 164, 256 Volkswagen 165 Trump, Donald 235 TV advertising 65–71 Walmart 150 ad consumption occasions 70–1 Warner bros 70 ad-supported subscriptions and bundles 70 waste recovery 198–204 content economics 69–70 Watson, Emma 22 content marketplaces 69 Waymo 252 evolution of 67–71 wearables 23, 53, 186 smart TV penetration 68–9 Web-scraping 150 value exchange for 68 WeWork 1, 5, 245, 251–2 Twitter 78 wholefoods 42 Wodehouse, P.G. 161 Uber 2, 11, 39, 123, 124, 125, 256 ‘work from cafe’ sector 221 UberEATS 120 workplace 220–1 Uberization. 185, 187–8 Under Armour 105, 108, 168 Xiaomi 74 k Unilever 168 k Idea swipe app. 151 Yahoo 27 United MileagePlus program 99 38 unmanned vehicles (UMVs) 176, 186, 189 Young, Phillip ‘Skipper’ 161 Upwork 45 YouTube 67, 70, 109, 129, 160, 252 user-generated content (UGC) 84–5 directors mix 85

Vaillant, Jean-Luc 251 Zara 106–7, 172 value creation 1–11, 240 Zoom 143, 258

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