The Butler Economy
New forms of connectivity and sensors along with the miniaturization of big data are causing previously un-thought of and highly disruptive personalization methods. The Butler Economy, coined by Chuck Martin, is about the transformation of how businesses will need to serve customers who are being connected to everything around them as they go through their daily lives. This session defines the seven major forces, ranging from all-the-time everywhere-marketing to the end of push-pull marketing.
Predictive, Adaptive, Responsive
Over the next five years, $6 trillion will be spent on new solutions relating to the Internet of Things, with consumer spending topping $1 trillion. Billions of sensors will change the entire supply chain, linking supply and demand to time and location. If it moves, it can be connected. This sessions details how to deal with these new dynamics. The concept of loyalty is being reversed: rather than companies looking to identify and reward loyalty customers, it will be the customers who identify, aggregate and reward companies they perceive to be loyal to them. This is the ultimate business-customer disruption.
The State of Disruption
Disruptive digital technologies are flooding the market. The Internet of Things, artificial intelligence, machine learning, big data, virtual reality, augmented reality, smart appliances, intelligent assistants, voice activation devices, wearables, hearables, autonomous vehicles, chatbots, smart speakers, near field communication, sensors and numerous forms of cognitive computing. This up-to-the-minute, non-techy market presentation provides a practical and understandable roadmap of all latest disrupting technologies in market context with insight on how to skip the fads and ride the trends.
The Internet of Things (IoT)
As a futurist and visionary, in 1998, Martin wrote in his book Net Future the following: "Wearable computers will venture out of the labs into the workplace, disposable chips will allow appliances to communicate with each other, and more networked devices will continue to be linked to more networked devices." This session paints the picture for where the world is heading in The Internet of Things and what business leadership is needed to take an organization there.
The World of Mixed Realities
Virtual reality and augmented reality, which gained prominence through games, are now disrupting businesses. Walmart uses VR for internal sales associate training and real estate offices are using them to show prospects commercial and residential properties for sale and operators in the field are using combinations of VR and AR to show how to operate and maintain heavy machinery.
The New Digital Landscape
There are more than 7 billion mobile phones worldwide, far exceeding the number of toothbrushes or toilets. With more than two billion of those being smartphones, a new consumer is emerging, totally armed with all information at their fingertips. In this customized, fast-paced and high-energy presentation, #1 best-selling author Chuck Martin lays out the digital landscape providing a clear direction and path for businesses of all types. Location technologies, NFC (near field communication and sensors of all types all play a role in the coming consumer behavioral changes that will impact all business. In what Martin defines as the Mobile Shopping Life Cycle, there are six specific moments when marketers have the opportunity to influence consumer purchase decisions.
The Mobile Commerce Revolution and Mobile Payments
There are more than 7 billion mobile phones worldwide, far exceeding the number of toothbrushes or toilets. With more than a billion of those being smartphones, a new consumer is emerging, totally armed with all information at their fingertips. In this customized, fast-paced and high-energy presentation, #1 best-selling author Chuck Martin clearly lays out the mobile landscape providing a clear direction and path for businesses of all types. The use of NFC (near field communication) allows consumers to wave or tap their phones at or near a terminal to execute payments. Mobile payments provide consumers with the opportunity to eliminate the need to carry cash or credit cards.
Leading companies understand the magnitude of the mobile revolution and are investing heavily to stay ahead of the game. Martin demonstrates how mobile innovation can come from almost any place in any organization. While a robust and growing mobile industry continues to fuel the technology power behind the mobile revolution, there are innovators at well known brands leading the charge in mobile inside their respective companies.
Social media is all the buzz in business today and the convergence of social networking and mobile devices is a very natural progression, leading to social networking on steroids. Mobile applications have been created for social media platforms and for marketers the opportunity (and challenge) is to know when and how to participate or add value their customers within these venues. Martin delves into the topic of location-based services that can create opportunities for brands and marketers to insert themselves at the moment and on location to reach out to untethered consumers who seek immediate knowledge and service.
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Martin defines what he calls the Mobile Shopping Life Cycle. There are six specific moments where marketers have the opportunity to influence the mobile consumers’ choices, behaviors and purchase decisions. These are times, locations and mindsets when businesses can interact with m-powered customers to impact purchases. Martin calls attention to the unlimited boundaries of the untethered consumer that is arising. They can interact wherever they are whenever they want. The risk of businesses not adapting to the mobile trend is significant.
The Voices of The Internet of Things with Chuck Martin
Only as a former Vice President of IBM can, Chuck Martin brings you interviews with the globe's top executives from the companies driving the IoT. Listen to his podcast for the latest insights.Listen to the podcasts here > >
Chuck Martin is a New York Times Business Bestselling author, futurist and has been a leader in emerging digital technologies for more than two decades. He is considered one of the foremost Internet of Things (IoT) thinkers in the world and is currently working on a book focused on the digital disruption resulting from the Internet of Things. Martin has been named #1 in Internet of Things Top 10 Influencers by IT Chronicles as well as “IoT Thought Leaders to Watch.” He hosts a worldwide podcast titled “The Voices of the Internet of Things with Chuck Martin,” where he converses with top executives from the companies driving the IoT. Martin is the author of numerous business books, including Net Future, Mobile Influence (The New Power of the Consumer) and The Third Screen. Chuck is the Editor of the MediaPost AI & IoT Daily, the largest AI and IoT daily publication in the world, and also writes the widely-read daily column “Connected Thinking,” sent to more than 100,000 subscribers each day.
Martin has spent his career defining the future impacts of developing technology on business around the world. As a futurist and visionary, in 1998, Martin wrote in his worldwide bestseller Net Future the following: “Wearable computers will venture out of the labs into the workplace, disposable chips will allow appliances to communicate with each other, and more networked devices will connect to more networked devices.” Martin essentially predicted coming arrival of the Internet of Things a decade ahead of time.
At the birth of the commercial Web, Martin was the founding publisher of Interactive Age, the first publication in history to launch in print and on the Web simultaneously. It was the first publication in history to run an interactive, online advertisement.
As head of Net Future Institute, a U.S.-based think tank that focuses on disruptive business strategies and marketing tactics for a networked world, Martin is on the forefront of research exploring the roles of artificial intelligence and the Internet of Things and their impact on consumer behaviors.
Martin is a former Vice President of IBM, where he ran a $1 billion global division responsible for business strategy solutions in the media industry, including publishers and advertising agencies.
He also has been Associate Publisher of Information Week, a magazine targeted to CIOs and information technology professionals and has been an adjunct professor at the Whittemore School of Business and Economics at the University of New Hampshire, where he taught Marketing Research.
Martin has appeared on CNN, CNBC, Fox, Cheddar TV and ABC-TV’s News Now, and is a regular guest on business radio talk shows.