 Oh, what's coming? I'll show you in a minute complete disruption Anybody here in this room play farmville the guys know farmville on Facebook is a game on Facebook. Do you know farmville? I hope you don't know farmville, but last year people spent 360 million dollars on farmville And on the game right buying tractors and carrots But they would never spent that on music So now we have this complete disruption and I think basically what you see happening whatever happens to media is going to happen to marketing So if you're in the marketing business, you have to get ready for some very very serious disruption You cannot sell what you use to sell in the past and you can't do it with the lame stuff that we did in the past We're only at the beginning of the iceberg Every single person in the next few years is going to connect to the internet on mobile devices all the time And everything will be connected to the network and to each other all the time That's going to completely disrupt marketing as we know it Many people have said including helgar earlier is that basically we don't need marketing If we have the internet right, I mean if we're connected to each other and we can recommend things right Why do we need pitches? Why do we need noise? We don't need noise when we have meaning right So our job in marketing is to create meaning Right to create an environment a context Not to create more noise So many of you if you're in the marketing business, you live in this world The world of silos Right everybody is stuck in their own place There's the marketing guys And there's the product guys and I won't even mention the other guys there's other guys there too But everybody is in their own place Okay, if we continue this we will die Because the business of the future is no longer this is going to be one big pile Based on a lot of things coming together Right and that's probably true for all businesses I mean the most successful product that I've seen the last few years is the The Nike running shoe that connects to the internet It's the running shoe that saves your data and you can compare with others That's not a marketing campaign. That's a product I mean, that's the standard example, but it's still extremely powerful so This is the world that we lived in Until the mobile internet just two or three years ago because the regular internet on the computer is still very much This right, but this is the world that we lived in big record companies with big movie studios big banks Big big lies Big government, right Now the world is becoming like this This is the world that we're going to And we still have the big guys too, right? We we still have these guys Right because they don't die But this world is completely different Does anybody here use an app called trip advisor? Do you guys know trip advisor? Okay if you trip advisor is a way of of recommending and rating restaurants and hotels, okay If you take trip advisor on your iphone or on your android phone And you go to a restaurant in germany, okay, bring up the trip advisor app Put it on the table so that they can see your phone and the app Okay, you will get a hundred percent better service Right because they see that you have the power to say things about them, right the power of transparency And that's what we see happening around the world when i'm at the air at the gate at the airport I use an app called flight tracker You may know this app, right? I know more about my flight than the woman at the gate Okay, that's called consumer empowerment And I can use an app to calculate my loan and I can go to my bank and say guys I'm not getting it from you when I'm at the doctor's office before I go in I look at my mobile app to see or google my problem, right? I say I have and I walk in and say you know what there's a new medication for this problem the doctor doesn't know Right because he's 60 years old. He doesn't he doesn't know what the internet is, right? This is a huge problem Our world is becoming like this if you're not with this program you're in deep trouble Look at all of these successes in the last 10 years right just last week. You guys know linked in right linked in Okay linked in went public last year or last week And it was a huge success because this is what they do right they empower people So now all of a sudden the world is a different place. We're we're connecting, right? This is what I call the networked society And in a networked society There are the people formally known as consumers right these people aren't consumers anymore. We're not consumers We're not dumb people that buy stuff, right? I mean we're like a hundred different kind of people Some of us post on wikipedia or on amazon some of us forward a video other ones Don't ever watch television again. We're like a hundred different kind of people We're completely fragmented, but we're no longer this uniform bunch of people of idiots, right that are consumers We're no longer this and this is going to apply to every single person the next five years Whether they're 35 or 70 years old And that will change our very concept of marketing right because we don't just stuff things in this direction of people who are supposed to give us money That's not going to work I don't buy anything from somebody nothing if I don't like them Okay, like in the sense not a little facebook like but a real like, okay I don't buy a car from a car company where they don't treat me right And this is why I don't buy any car right now because I don't have any feeling that they really do the right thing So it's no longer about being consumers, right? And then here's the truth The consumers today have enormous power There is people bidding every second. There's people bidding for our attention There's a trillion dollars one. I'm how many kroners is that? I don't know. I think it's something like what a Five trillion or eight trillion of your currency There's a trillion dollars in reaching people All right, roughly five hundred sixty billion dollars are spent on so-called appetizing And the rest are spent on marketing data mining and all the other kinds of things is a trillion dollars Does anybody know how big the music industry is? We have to take a microscope, you know, we find it somewhere Uh, it's 17 billion dollars right one seven, right? Okay, that's if I do my math correctly. That's 1.7 of the entire global appetizing budget is the music business If media does not think that we can fund television and films and radio and music and books and all the other stuff from a trillion Dollar side. I mean clearly that that is not a problem so One trillion dollars to reach us and one third of this money is going to go here 300 billion dollars will be converted into ways of having people have conversations That's money marketing money moving to digital to interactive to mobile to video right and you can be part of this I mean, this is the biggest shift in marketing for the last 50 years after television And television will be part of this That's what television is going to do connect people what's called social television, right? So we have the old kind of advertising This is a giant jumbo tron in Bangkok, right? And it's huge it makes a hell of a noise All right, this kind of advertising and marketing is completely useless I mean, maybe it's useful in Bangkok But in the future it's useless. We need this kind of advertising this kind of marketing people connecting Now here's a video of a company called o3b O3b is an important company and google is funding half of this company O3b is putting 18 satellites into low-flying orbit Okay, and these satellites will provide free internet access To africa south america india brazil southeast asia indonesia all the places that we call the other three billion You know the people who are not currently connected Okay, and this internet access will be given away courtesy of google for more or less for free So ye these people will be able to go online and do everything cheaper than we do it Okay on cheaper devices Imagine what happens when those three billion people come online in africa in india in russia in brazil I mean the huge amount of stuff that happens in terms of change will be humongous Okay, now take one step further if you're in the phone business for example People will be making phone calls without a sim card Phone calls without the phone company. Hallelujah. Finally Idea X. A good idea can change everything