[Music]
the future will be designed by us and it
I mean literally from you by you
all a future where we will design objects
where we will design customized service where
we will draw our life is one
simple premonition no you will not have
paid the ticket to come to
hear me fantasize about what technology
we will have flying robots machines tomorrow
they serve us at restaurant rather than
humans who will produce themselves pieces
of spare parts
this is something we can do
quietly with a glass of wine
looking at the stars with the right friends
what I would like to do with you is a
step in more I would like to build the
map of our future with the
technology a map with episodes too
dramatic a map where large goliaths
of the business can be cut down
from young davide with one slings
map where those who do not evolve die is one
map where a simple idea can win
on all however to do it
I would like to take a step back I would like
start building a line with you
time to go and identify
those that are the key events that
they are bringing this transformation
let’s take a step back 2001 on a
brand of tomorrow an illustrated book of
getty images that in addition to bizarre examples
like the air ticket that
breathe
the channel of war that I hope will not
will never come to a lot of a chapter
interesting brand schappert the shepherd
of the brands in this chapter is assumed
that the brands of the future do not
will survive
if they do not communicate with the consumer i
brands of the future will have to involve us
the brand and the future will be alive not
they will be static and it is so far-sighted
to understand also how to talk about data
in 2001 our data your data
consumption data behavior states
states of life for which data will serve to
brand to get involved we keep in mind
this word involvement and we do
a step forward
we are in 2003 the thought of ari cespro
the father of open innovation that in
this room has heard of me
open innovation
raise your hand
his thought reinforces what
we have just said the brands in the future
they will have to open the doors to the
external cooperation will have to speak
with all they will have to collaborate a change
mentality a change of paradigm
we are not used to these laboratories and
in front of the guards where everything is done
in privacy in privacy for
draw products and services that we then
we will buy completely different and in
his vision
the only way brands will draw
profits in the future and through this
involvement and this collaboration
so excuse me for a moment
data involvement I involve for
collect data and process data for
create customized services and these
services are those that make me do
profit began clear enough
at 4 we try to move forward in this
story let’s imagine being in a
board of directors of a brand
with the little star in the middle of the slides e
represents our brand and us
let’s ask a simple question like
let’s make the thought grow
traditional
it would be easy if we want to grow
in our market share we buy
other products
no no if we were coke we’ll buy it
we will buy san pilgrim
we’ll buy all the drinks on it
this land if we were de cecco
we will buy the barilla
simple no but then there would be someone
but he says he waits a moment
to make profit we need the supply
chain logistics for which I bought the
factories we buy buy me transport
shops and this profile is the one that there
allows you to gain however in this
static thinking where the consumer is
where is the involvement there is not for which
we need to take another step
we need to identify that
thing that changed the world that
thing
that object that catalyzed the
transformation
we are 2007 who knows I’ll give you a clue
2007 2007
steve jobs launches the iphone and uses his
words says there are phones that you
they say smart these smart phones year
the mails in the hand text messages a bit
internet however are complex they are
difficult so we decided to
reinvent the phone and we left
from a revolutionary user interface
and there it is the first time we hear
the user interface for which the
involvement
from today onwards it will come through this
attention user interface we think
that we are on our board of
administration of our brand
it’s not our smartphone is from
someone else how we use it
oh my God then there is the app store
where other ten brands can build
those little icons that all seem
equal and for the consumer do not change
so how do we involve a
help to grow to understand where there
we position and here it is more complicated than
more
you remember the young David with le
slingshots arrive the start up come i
young people who in a garage invent a
idea
Oh God, think of this advice from
panic administration
they begin to think what we do if
here’s the one with the ideas
this is the brilliant idea of incubators e
accelerators call for ideas inspire call
for ideas techno science park and more
it has more or less
all activities that theoretically serve
to collect these ideas and maybe
understand how to use them, however, does not work does not
it works because there are
netflix and blockbuster does not understand them between
which goes bankrupt does not work because
wall mara did not realize that
what did amazon does not work because
all make incubator accelerators
activity but the end is not possible
understand how to take advantage of these new ones
technologies
let’s take a step forward
we are in 2011 barry waksman c strategy
90 barjie and I think one of the agencies
digital ones that have been there later
worked with nike and worked with google
comes out with this concept of integration
functional that already has a sense of
dynamism with respect to old thought
vertical horizontal function what is it
this works a product works
service that through technologies
integrated for which all products
these functions work together
connected and this is the way in which i
brand and modern can build
value and monetize more than those
traditional
the clever thing they have
identified the four basic technologies
you have heard help we talk about
many things though at this time
historical it is said that there are four things
at the end there are the sensors that
mobilize data there is this famous
claudio that the data archive then there is
artificial intelligence that works i
data
and then there’s our famous smartphone
we are always there does not change anything for
which way of brands and understand how
use all this but stop everyone
and the man left saying that
we will draw our future
left saying that the man at the center of
this process where it is finished
where in this picture another step
forward 2016 five years of night gone by
with these balls to move it right but
also try to understand how this is
system works and finally one night
i guess eating fries writing
on rolls of toilet paper
finally comes the idea is the intent that
must change
and the intent in that council of
administration that from now on does not
it must be more than what we have to do
but that’s what our consumer is
he wants these technologies
they become the tool to understand that
what do we want to decide?
our future
just for which technology becomes a
layer that allows us to communicate
anything on the other side
on the one hand let me
bind me to the theme of tonight
before moving to today free to be
great
I am one of those who claims that
freedom is a kind fusion of
rights and duties and when there are
these transformations so radical
of society
I believe that democracy must have one
fundamental role
in guiding society in this
path of understanding by making them
collaborate by making them work together is
a bit like the director in a team of
football and what you are neither goal and
what does not seem to be a goal and what not
he does the cover on the gazette though
without him the team does not go on
and we arrive today the day when the
oldest republic in the world has
had confidence in a technician a bit
visionary like me he trusted that
in this territory we can begin
to think so we can begin to
try to put order to this
innovation process can be thought of
to put the man at the center of this
path and make everyone work together in the
draw this future that eventually
it only depends on us we want to be
free to be big or not too
because then things will get complicated
When Do the prints between the place
print anything in the house like them
I certify these products a child a
po fall on a chair that I am
printed at home what happens what they are
the rules
the law as the policy then responds
the politics that begins to become
digital the brook chain genetics e
we were hearing talk before
they are all things in which without the
rules without a collaborative work
between society and democracy it is not
will be able to understand how this will work
as this will allow us to manage the
ideas because in the end the future will be
your ideas
thank you
[Applause]
[Music]
the future will be designed by us and it
I mean literally from you by you
all a future where we will design objects
where we will design customized service where
we will draw our life is one
simple premonition no you will not have
paid the ticket to come to
hear me fantasize about what technology
we will have flying robots machines tomorrow
they serve us at restaurant rather than
humans who will produce themselves pieces
of spare parts
this is something we can do
quietly with a glass of wine
looking at the stars with the right friends
what I would like to do with you is a
step in more I would like to build the
map of our future with the
technology a map with episodes too
dramatic a map where large goliaths
of the business can be cut down
from young davide with one slings
map where those who do not evolve die is one
map where a simple idea can win
on all however to do it
I would like to take a step back I would like
start building a line with you
time to go and identify
those that are the key events that
they are bringing this transformation
let’s take a step back 2001 on a
brand of tomorrow an illustrated book of
getty images that in addition to bizarre examples
like the air ticket that
breathe
the channel of war that I hope will not
will never come to a lot of a chapter
interesting brand schappert the shepherd
of the brands in this chapter is assumed
that the brands of the future do not
will survive
if they do not communicate with the consumer i
brands of the future will have to involve us
the brand and the future will be alive not
they will be static and it is so far-sighted
to understand also how to talk about data
in 2001 our data your data
consumption data behavior states
states of life for which data will serve to
brand to get involved we keep in mind
this word involvement and we do
a step forward
we are in 2003 the thought of ari cespro
the father of open innovation that in
this room has heard of me
open innovation
raise your hand
his thought reinforces what
we have just said the brands in the future
they will have to open the doors to the
external cooperation will have to speak
with all they will have to collaborate a change
mentality a change of paradigm
we are not used to these laboratories and
in front of the guards where everything is done
in privacy in privacy for
draw products and services that we then
we will buy completely different and in
his vision
the only way brands will draw
profits in the future and through this
involvement and this collaboration
so excuse me for a moment
data involvement I involve for
collect data and process data for
create customized services and these
services are those that make me do
profit began clear enough
at 4 we try to move forward in this
story let’s imagine being in a
board of directors of a brand
with the little star in the middle of the slides e
represents our brand and us
let’s ask a simple question like
let’s make the thought grow
traditional
it would be easy if we want to grow
in our market share we buy
other products
no no if we were coke we’ll buy it
we will buy san pilgrim
we’ll buy all the drinks on it
this land if we were de cecco
we will buy the barilla
simple no but then there would be someone
but he says he waits a moment
to make profit we need the supply
chain logistics for which I bought the
factories we buy buy me transport
shops and this profile is the one that there
allows you to gain however in this
static thinking where the consumer is
where is the involvement there is not for which
we need to take another step
we need to identify that
thing that changed the world that
thing
that object that catalyzed the
transformation
we are 2007 who knows I’ll give you a clue
2007 2007
steve jobs launches the iphone and uses his
words says there are phones that you
they say smart these smart phones year
the mails in the hand text messages a bit
internet however are complex they are
difficult so we decided to
reinvent the phone and we left
from a revolutionary user interface
and there it is the first time we hear
the user interface for which the
involvement
from today onwards it will come through this
attention user interface we think
that we are on our board of
administration of our brand
it’s not our smartphone is from
someone else how we use it
oh my God then there is the app store
where other ten brands can build
those little icons that all seem
equal and for the consumer do not change
so how do we involve a
help to grow to understand where there
we position and here it is more complicated than
more
you remember the young David with le
slingshots arrive the start up come i
young people who in a garage invent a
idea
Oh God, think of this advice from
panic administration
they begin to think what we do if
here’s the one with the ideas
this is the brilliant idea of incubators e
accelerators call for ideas inspire call
for ideas techno science park and more
it has more or less
all activities that theoretically serve
to collect these ideas and maybe
understand how to use them, however, does not work does not
it works because there are
netflix and blockbuster does not understand them between
which goes bankrupt does not work because
wall mara did not realize that
what did amazon does not work because
all make incubator accelerators
activity but the end is not possible
understand how to take advantage of these new ones
technologies
let’s take a step forward
we are in 2011 barry waksman c strategy
90 barjie and I think one of the agencies
digital ones that have been there later
worked with nike and worked with google
comes out with this concept of integration
functional that already has a sense of
dynamism with respect to old thought
vertical horizontal function what is it
this works a product works
service that through technologies
integrated for which all products
these functions work together
connected and this is the way in which i
brand and modern can build
value and monetize more than those
traditional
the clever thing they have
identified the four basic technologies
you have heard help we talk about
many things though at this time
historical it is said that there are four things
at the end there are the sensors that
mobilize data there is this famous
claudio that the data archive then there is
artificial intelligence that works i
data
and then there’s our famous smartphone
we are always there does not change anything for
which way of brands and understand how
use all this but stop everyone
and the man left saying that
we will draw our future
left saying that the man at the center of
this process where it is finished
where in this picture another step
forward 2016 five years of night gone by
with these balls to move it right but
also try to understand how this is
system works and finally one night
i guess eating fries writing
on rolls of toilet paper
finally comes the idea is the intent that
must change
and the intent in that council of
administration that from now on does not
it must be more than what we have to do
but that’s what our consumer is
he wants these technologies
they become the tool to understand that
what do we want to decide?
our future
just for which technology becomes a
layer that allows us to communicate
anything on the other side
on the one hand let me
bind me to the theme of tonight
before moving to today free to be
great
I am one of those who claims that
freedom is a kind fusion of
rights and duties and when there are
these transformations so radical
of society
I believe that democracy must have one
fundamental role
in guiding society in this
path of understanding by making them
collaborate by making them work together is
a bit like the director in a team of
football and what you are neither goal and
what does not seem to be a goal and what not
he does the cover on the gazette though
without him the team does not go on
and we arrive today the day when the
oldest republic in the world has
had confidence in a technician a bit
visionary like me he trusted that
in this territory we can begin
to think so we can begin to
try to put order to this
innovation process can be thought of
to put the man at the center of this
path and make everyone work together in the
draw this future that eventually
it only depends on us we want to be
free to be big or not too
because then things will get complicated
When Do the prints between the place
print anything in the house like them
I certify these products a child a
po fall on a chair that I am
printed at home what happens what they are
the rules
the law as the policy then responds
the politics that begins to become
digital the brook chain genetics e
we were hearing talk before
they are all things in which without the
rules without a collaborative work
between society and democracy it is not
will be able to understand how this will work
as this will allow us to manage the
ideas because in the end the future will be
your ideas
thank you
[Applause]
[Music]
Please follow and like us: