Martin C. Pedersen reports in a long article for Metropolis Magazine on the 2014 BMW i3, the company’s first fully electric vehicle aimed at city driving.
The article focuses on how BMW’s new business strategy is all based on the core importance of the product experience:
“An ambitious experiment, with hefty up-front costs estimated to be as high as $200 million, the roll-out has the potential to both shift the company’s business model — from selling a product to selling the experience that product provides — and redefine the car’s role in an increasingly connected urban world.” […]
BMW has gone all-in on the urban mobility angle, taking several pages out of the car- and bike-sharing playbooks. The system uses the emerging connection between mobile devices and BMW that already exists in a nascent form in Germany. Don Norman, the noted designer and author, does consulting work for the automaker and has seen the system in action: “In Munich, when I’m with the BMW crowd, if we’re in the city and decide to drive someplace, one of the guys will take out his cell phone and open up an app that tells him where a car is located. He reserves one that’s a block away. We walk over, he waves his BMW badge, and the car unlocks. The car is not just available to BMW people. Anyone who belongs to the subscription service can do it.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Last month Putting People First announced the upcoming conference on design & sustainable innovation for smart cities in Nice France. Meanwhile we are pleased to announce the full event agenda (see below). This event will feature professionals from leading research institutes and industry gathering to present key initiatives which combine Energy Efficiency and Service Design […]
Invitation to the International Conference on Design & Sustainable Innovation for SmartCities Nice (France) 8 December 2016 On the 8th December 2016, the CITYOPT project will host an international conference on Design and sustainable innovation for SmartCities, at the Centre Universitaire Méditerranéen, France. An open invitation to attend is offered to people and organisations who […]
The 100&Change is an international competition and a landmark opportunity for thinkers and designers to tackle critical challenges affecting the world. Michele Visciòla will be one of the panel of expert judges who will select which project is worthy of the $100 million grant. 100&Change is the MacArthur Foundation competition – launched this year for […]
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]
Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]