아키텍트의 논리와 직관

11 Oct. 2008

장승운

chang.seungwoon@gmail.com

논리와 생존 본능

Evolution: Introduction

획득형질(Acquired character)은 다음 세대로 젂해짂다는용불용설(Theory of use and disuse)

라마르크의 용불용설

다윈의 자연선택

드 브리스의 돌연변이설

바그너의 지리적 생리적 격리설

The Origin of Species

Evolution: Darwin's Finches

갈라파고스

개체간에 경쟁T.R.맬서스의 《인구론》

획득형질유젂론라마르크

101번째 원숭이 효과

어떤 영국의 동물학자가 큐슈지방에서 원숭이를 연구했는데, 첨에 어떤 핚 마리가 고구마를 물에 씻어 먹더랍니다. 그걸 보고 두 마리, 열 마리, 이런 식으로 점점 물에씻어 먹는 숫자가 불어나더니, 100마리가 됐을 때,

저 멀리 홋카이도에 사는 원숭이가 고구마를 물에 씻어먹기 시작했다고 합니다.

어떤 집단의 집단무의식 혹은 집단지능

Mega-Trends

Consumers drive the universe. Not brands. Not products. Not businesses.

And today’s consumers are more sophisticated than ever at tuning out messages that do not resonate immediately with their own desires or needs.

Relevancy—the role that a particular brand plays in consumers’lives—is what it’s all about. Unless your brand plays a role that consumers value, you’re wasting your time.

Understanding the context surrounding a brand’s role is paramount to knowing what drives consumers to want what they want.

01. High-Low Consumerism

02. Individualism “The world revolves around me”

03. Choice Overload

04. Hiving “homebody” mega-trend is partially attributed to Gen X being the first Gen to be raised largely by single parents.

05. Gender Complexity Men are becoming more “feminized,” while more women are indulging in the bachelor lifestyle.

06. Thirty Is the New 20

07. Geek Chic Nerds are cool.

08. Retirement Defied

Translating Mega-Trends into Brand Insights

“Unlimited choice can produce genuine suffering”

Consumers demand low prices on basic goods but are willing to pay premiums for products that matter more to them.

•Organic IT, Forrester

•The Real-time Enterprise, Gartner

•Adaptive Enterprise, HP

•On Demand, IBM

•Agile Business, MS

IntelligentObject

Digital Convergence

Digital Divergence

GoingMobile

ConnectedIT

OrganicIT

2006 RFID WMS & SCM Hype Cycle, Gartner Research

What is a Megacity, What is a Megatrend – Level Set

• Megacity – is usually defined as a recognized metropolitan area with a total population in excess of 10 million people. Some definitions also set a minimum level for population density (at least 2,000 persons/square Km). For example, in 1900, London was the largest city in the world with 6.4 million people. Tokyo is larger today (over 30 million people) than the ten largest cities in the world in 1900 (London, New York, Paris, Berlin, Chicago, Vienna, Tokyo, St. Petersburg, Manchester, Philadelphia).

• Megatrend – is a large, social, economical, political, environmental or technological change that is slow to form. Once in place, Megatrends influence a wide range of activities, processes and perceptions, both in government and in society, possibly for decades. They are underlying forces that drive trends e.g., aging population, population growth, technology changes,…

Urbanization

• Mid-2007, 50% of the world population is living in cities

Increasing scarcity ofnatural resources

• Cities directly or indirectly account for 60% of world's water use

Increasing mobility

• Traffic congestion on city streets in Western Europe will increase 188% by 2010 – Transportation Systems become Intelligent

• Cities cause 80% of thegreenhouse gases, but they cover only 0.4% of the earth's surface

• Malfunctions of critical infrastructures pose high risks to urban economies: in 2003, a 3-day power outage in NY City caused loss of $1B

Growing demand for health-and elder care

• Urban air pollution causes an estimated 130,000 premature deaths each year in developing countries

Demographic change

• Until 2030, 90% of the world's population growth will occur in cities

Growing demand for safety and security

Growing need for environmental care

What are several Megatrends that will change everyone in this rooms life

Technology

• By 2015 80% of current technology is outdated

IT Technology

• Digital Computing; Data Storage; Telecom - Metcalfe’s and Moore’s Law (et al)

What are several Megatrends that will change everyone in this rooms life

Iceberg

핚국젂자거래짂흥원(원장 김춘석)은 5개 서비스 혁싞 싞사업 모델 개발사업을 선정하고 시범사업을 추짂핚다고 15일 밝혔다.

이번에 선정된 서비스 혁싞 싞산업 모델 개발사업은△매거짂 퍼블리싱 시스템(MPS) 서비스 모델 개발

△한국형 카세어링(Carsharing) 서비스 모델 개발△온라인 소셜 네트워크에서의 사회적 중개 서비스 방법 개발△디자인 공급소와 제조업체 연계를 통핚 제조 2.0 서비스 모델 개발△젂통산업에서의 3차원 디지털 휴먼 네트워크를 이용핚 유비쿼터스

서비스 산업 모델 개발 등이다.

개발모델 개요

① 자동차를 자가용 같이 사적으로 언제나 대여하여 사용 할 수 있는 서비스

② 서비스에 대한 접근성 용이 ③ 서비스 사용을 위한 적절한 경제성

④ 서비스 이용의 편리성 보장 ⑤ 차량관리의 편이성 및 신뢰성

• Carsharing 서비스의 Positioning

Joining Streetcar

Making a booking

confirmation

Before you go

Finding the car

Unlocking & PIN

Damage report

The Radio

Refuelling

Cleaning

Extending a booking

Returning the car

Questions & Problem

Get going On the move Returning the car