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RESHAPING THE BUSINESS WITH

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  1. RESHAPING THE BUSINESS WITH The next great generation SIMPLICIO P. UMALI, JR

  2. Which is your GENERATION? • THE GREATEST GENERATION / • G.I Generation (WWII/ Great Depression) • 1901-1924 (age 85+) • SILENT GENERATION • 1925-1945 (age 65-85) • BABY BOOMERS • 1946-1964 (age 46-65) • GENERATION X / Baby Busters • 1961-1981 (age 30-49) • GENERATION Y / MILLENNIALS • Generation Next • 1980-1998 (age 13-30) • GENERATION Z • Internet Generation/ Digital Natives • 1995 + (age 12 and below)

  3. 2010 Population by Generations (in Mio) Greatest Generation Silent Generation Gen Z Baby Boomers Gen X Gen Y/ Millennials TOTAL Pop’n:94 Mio* *NSO, 2000 census-based Population Projections table

  4. Age bracket:13-30, engaging, connecting, inspiring • Gen Y1 (born 1980-1990 /21-32 yrs old ) & Gen Y2 (born 1991-1998/ teeners) • Constantly in search for meaning in life (wants a life, not just a career); fighting to define themselves • Have a “can do” attitude - believes miracles are possible (MILLENNIALS)

  5. ABSOLUT

  6. Cheap quality products, fast and wrapped in an experience, wants instant gratification. • CEO as peer • Source of info: don’t read newspapers, gets info from facebook, you tube, twitter (MILLENNIALS)

  7. CHEVY SONIC

  8. POWER OF MILLENNIAL GROUPS Sense of community- actions anchored on human interaction, consensus building, connects (facebook, twitter, blogs) Education- web-based, on-line group learning (e.g yahoo groups)

  9. MILLENNIALS Grew up listening to Barney’s “I love you, you love me, we are a happy family…” Fairness, cooperation, love, social good. Dating is “hooking-up”, group friendship vs couple model (sharing)

  10. MILLENNIALS • “Reality” is no longer real- digital images can be altered • wants to save the world (social citizen, social causes)--very involved w/each other, in movements (Typhoon Pablo) • Have short attention spans

  11. MILLENNIALS Communication styles create higher expectation for immediate response Zero tolerance for delays Learning more closely resembles Nintendo logic (trial & error); group games (counter strike)

  12. MINI GETAWAY in STOCKHOLM

  13. SOCIAL NETWORKING constant engagement • Facebook (*30M pinoys) • Youtube • Linked in • Plurk • Twitter • Flicker • Instagram • Pinterest • FourSquare • Gowalla • FacebookMobile • GoogleMobile • SouthbySouthwestInteractive (SxSWi) COMMUNITY, THE WISDOM OF CROWDS *based on www.socialbakers.com , Jan 2013 report

  14. TV screen Internet Mobile screen • Mobile phone is always w/in 1 mtr from user • 6 out of 10 sleep with phone in bed • More mobile phones sold than toothbrushes • There are 3 Ipads sold every second

  15. MOBILE MARKETING THE NEW MEDIA. • Over 100M combined subscribers in 20111 -Globe: over 30M subscribers -Smart&Sun: 65M subscribers • By end-2016, mobile subscribers will reach 117M2 • 96% prepaid3 • 99% of the country is covered by mobile cellular network3 • Usage -97% of Filipino mobile users use SMS3 -Ave. 69 minutes of calls per month3 -14 hrs of mobile internet per week4 • 2 Billion text messages were sent daily on average1 1 Phil. Daily Inquirer, 21Nov2012 2 Business Monitor International, 2012 3World Bank Report, 2012 4TNS Digital Life, 2012

  16. THE 24/7 REACH OF MOBILE • Drivers • Incentivize (cash) 80% • Entertainment content 61% • Complimentary minutes 53% • Discounts/coupons 40% • Mobile advertising • SMS, MMS • Mobile web, WAP ads • Mobile JAVA • Application driven services • ( use mobile as automatic redemption tool) • Static advtg messages • Rewards • Bulletins • Mobile polling • Voice mktg • Ringtones Source: Synovate Research

  17. SHARE A COKE CAMPAIGN

  18. COCA COLA HAPPINESS TRUCK

  19. SUNCELLULAR’S NAME UR NUMBER

  20. MEDIA ADVERTISING IMPACT, IS THE END NEAR? • Higher cost of advertising vs new technologies • Increasing “engagement” of Social Networking and Mobile marketing • Growth of 0ne-on-0ne interactive marketing w/ Mobile and internet media vs mass advertising w/ mass media (Broadcast, print, outdoor) • Technology based and instant talent product endorsements (Insta-endorsements)

  21. Location based mobile check-in services • Location based social mapping, allows users to use their location and discover the world around them to shop, socialize, play games; shops can encourage visits, loyalty, give incentives, monitor visits, profiles • Share exact locations and find where about of friends • For users of smart-phones, Blackberry, Iphone, Ipod Touch, Ipad

  22. Location based mobile check-in services

  23. NIKE CHIP IN SHOE

  24. Zara 2x /week Stella Luna Every Friday Tyler every 2 weeks Mango 2x / week Topshop every Wed SPEED OF PERCEIVED INNOVATION • Zara- fast fashion- new fashion designs/14 days • Frequency of new items in stores: Consumers visit frequency enticed by innovation frequency.

  25. PRICING • Declining prices (to free) ,higher quality • Value building- emotion

  26. Our New Gen Y Workforce (born 1980-1990 / 20-30 yrs old ) Confident, hopeful, goal oriented, can do attitude Multi-taskers but need guidance (if on right track), works hard Work must be fun & they must be kept challenged Works best in teams, groups, (can also perform alone with tech) More financially self-sufficient vs gen-Xers, boomers Quick result oriented- little concern for how achieve

  27. Our New Millennial Workforce (20-30 yrs old ) Want to be heard and SHARE their ideas/respect for their ideas Want to be involved in every aspect of a project View maintaining contact as essential (not by phone, face-2-face meeting) but w/quick replies Co. must have strong values, strong CSR programs Volunteerism, community involvement, strong social responsibility Tech savy, websites/social network attracts applicants Has less ability to handle stress

  28. COMPARING TALENTS Millennials (20-30 yrs) Generation X (30-49 yrs) Pragmatic, practical Self reliant Competitive Reject rules Killer life Mistrust institution PC / mobile phone Use technology Multi-task Friend is not family Independence-hands off boss Optimistic, realistic Self inventive Friendly competition Rewrite rules Killer lifestyle Irrelevance of institutions Internet / mobile services Assume technology / tech services Multi-task FAST Nurtured friends = family (tita) Relationship with boss (peer)

  29. Managing Millennials Provide structure but supportive work environment Provide leadership and guidance. While mentoring must be more authoritative, connect millennials with supportive mentors. They expect mgmt mentoring, coaching and sponsorship to formal development programs. Encourage millennial’s self-assuredness, “can-do” attitude & positive personal self-image. Help them find connection and fulfillment in their lives. Offer a clear career path. Take advantage of their comfort level with teams, encourage them to join. Foster close social networks at work. Listen to the millennial employee. Maintain interactive relationships.

  30. Managing Millennials 6. Millennials are multi-taskers on a scale you’ve never seen before. They do multiple projects at the same time frame. 7. Take advantage of their computer, cellfone, electronic literacy 8. Capitalize on their affinity for networking. Consider the wisdom of crowds. 9. Blend work with the rest of his life. Provide a life-work balanced workplace. They want a life and value lifestyle (compared to Gen X) 10. Provide fun, employee centered workplaces

  31. More on Managing Millennials • Create low cost benefits like support groups, socials, gimmick billboards (net) • Provide flexible scheduling options where feasible • Be generous with vacation days • Customizable benefits & rewards • Give variety and excitement at work (travel, learning opportunities, transfer to other jobs or frequent job change) • Give millennials some financial counseling or debt relief • Involvement w/ CSR programs

  32. CORE BUSINESS INTEGRATED CSR Millennials prefer companies with high Corporate Values with its Corporate Social Responsibility integrated in the business strategy