Perspectives on digital innovation - BizMedia’19
The annual BizMedia Design Conference featured digital innovation. It was the fifth year in a row that Invio, in collaboration with the Institute for Communication & Psychology (Aalborg University) and IT-West, held the conference with the aim of bringing business-life and students together to look at a current subject.
The day offered not less than eight presenters all of whom shared their exciting insights into digital innovation and, not least, how one can work with it.
The Head of Innovation at Spar Nord (A local Savings Bank), Kim Østergaard, gave an exciting presentation about how the bank works with digital innovation. Spar Nord strives continuously to keep pace with digital developments, but always with a critical eye, as they cannot just accept every new trend unquestioningly. Therefore, they have a process through which, for example, they can screen technologies in relation to potential use and effectiveness. Afterwards they assess the extent to which any particular technology can create value specifically for Spar Nord.
One phenomenon that has appeared on many digital media channels during the past year is ’influencer marketing’. To give a clearer picture of that, Rasmus Arendt Nielsen, co-founder and CCO of BrandHeroes described their journey. BrandHeroes works with micro influencer marketing, which means that they hire influencers from, for example, Instagram to market shop-openings and products etc.
Two groups of students from courses on Interactive Digital Media and Experience Design each presented their semester projects to the conference. The first group presented a browser-based game that can teach young people about digital literacy. The other group presented a concept for how one can create increased sustainability on Google Drive.
Digital Hub Denmark is a government inspired initiative involving national institutions; Confederation of Danish Industry, The Danish Chamber of Commerce and Finance Denmark. To present their work we had a visitor from Digital Hub Denmark; Professor Claus Rosenstand. He described how the initiative was set in motion in order to contribute to making Denmark one of the leading growth environments in Europe for AI, Big Data and IoT.
Natasha Friis Saxberg, an expert on digital growth, venture and innovation, gave an overview of digital development and the precautions that need to be taken. Digital development happens fast and requires new competences and a new culture for many companies if they are to be able to keep up. For example, new standards are expected regarding customer experiences, and companies will need to respect them. Therefore, one can ask internally at the companies: Who in your company has emerging technical competence and responsibility for new growth? Who in your company understands what your customers need?
To provide an angle on how one can work actively with digital innovation, Michael McKay described his approach to his work as Head of Design Thinking & UX at the Danish energy company Ørsted. He perceives design thinking to be at the intersection of business, technology and design. To a high degree it is about understanding the customers and developing prototypes that can be tested with them. His role with Ørsted is to incorporate design thinking in the company so that it can lead to better products for their customers.
Jonathan Komang-Sønderbek is business developer with the company, Khora, that works with virtual reality (VR) and augmented reality (AR). He told of Khora’s vision of the Internet of the future, where the Internet becomes spatial – opposite to how we know it now. The Internet has gone through a development from where it was dominated by text to pictures and, at the present time, videos. Khora’s idea of the Internet of the future involves VR and AR coming to play a decisive role. For example, if one wishes to learn about The Great Wall of China, one can travel there and experience it directly through one’s own VR and AR glasses instead of just reading about it. They call the coming development ”blurred reality”.
Lisa Dalsgaard, founder and CEO of GoodiePack described how communication to customers has moved from weighting ‘personalization’ to ’hyper personalization’. The first took account of written data about the recipient; e.g. age, gender, occupation etc., while ’hyper personalization’ focuses on behavior-related data about the recipient which, for example takes place through AI. That makes it possible to provide content that is even more relevant than before. GoodiePack uses this kind of thinking in their software, which makes it easier to communicate, market and sell more to its physical guests.
The final presentation of the day was given by Peter Knudsen, Managing Director of the Danish branch of Veovo. Veovo works with the tracking of guests, for example, in airports and pleasure parks. Using Veovo’s solution one can predict how long a customer might spend in different parts of the airport, which, therefore, can be optimized so the company earns more from the individual customer.
All in all, BizMedia Design 2019 was a great success where many exciting perspectives on digital innovation were presented and where there was networking at full power in the different breaks. As already mentioned, this was the fifth time the conference was held, and we aim to be back again next year for the sixth time. Slides from most of the day’s presentations can be obtained here: https://invio-net.dk/da/event/bizmedia-design19-digital-innovation.