She pitched an iPhone-like phone for Sony Ericsson before Apple launched its succélur – but got a flat refusal. Today, Sony Ericsson is a distant memory while Darja Isaksson runs his own agency and is statsminsterns digital expert.
Darja Isaksson is the founder and strategist at the digital agency Ziggy Creative Colony. She is also a member of the Stefan Löfvens newly established Innovation Council which is a constellation of both state wire and members from industry and academia. The Council aims to raise the Swedish innovation. With the Council’s addition Darja Isaksson including Jane Walerud, business angel and Hans Vestberg, CEO of Ericsson.
VA met Darja Isaksson for a talk about his career, digitization – and how she makes to see the trends that are on the horizon.
During Almedalsveckan year the digitization hot stuff. The word seemed almost to be on everyone’s lips – or at least in all seminar headlines. Even Darja Isaksson participated in several panel discussions on digitization, including on data-driven innovation, the Internet of Things and the skills required for the jobs of the future.
But Darja Isaksson is the digital nothing new. There she has with her since childhood.
She grew up in Norrbotten with a father who worked at Telecommunications Authority and the Inventor .
“I usually say that I grew up in a lab. It hung boxes of electronics on the walls. If you wanted to hang out with my dad got to program, learn to solder and talking technology. When I found online computers I had a fascination with the Internet very early, at the beginning of the 90s, “said Darja Isaksson to VA.
She began chatting with people all over Worldwide few years before the Internet exploded in Sweden.
After high school she considered to be an architect, “but I was too little too arbetarklassig to jump on a 5-year education “. Instead, she joined a multidisciplinary engineering training with elements of the humanities.
After graduation she went to Switzerland to go snowboard . There, she began to also work on a dresser that appeared in the interface between code and design – which then has characterized her career.
“I remember that I got a mission to the MTV quickly encode and designing a game. The quality was of course then, “she laughs.
When she got home to Sweden again, she began to work with user-centered design along with a bunch of computer scientists. They wanted to increase understanding of the link between design and business benefits.
It was also there that she describes as his career ‘epic fail’. A few months before Apple’s iPhone was launched pitched, she and her colleagues an iPhone-like phone for Sony Ericsson, but got the cold shoulder.
Darja Isaksson emphasizes that the iphone was already in development when the pitch were made, but argues that the point is that at the time went to predict what should be done given the technological developments and users’ wishes.
“We thought they would make a simple touchscreen model with less mechanics, instead of forty-three different, and so could the personal experience to come through the software. “
In addition, thought Darja Isaksson and his colleagues that Sony Ericsson should build a platform on which others could making programs, then much like today’s App Store or Google Play.
But the answer they got was that the idea mucked with the company’s business model.
But is not this Sony Ericsson’s ‘epic fail’?
“To not reach their ideas are still an ‘epic fail’, especially when they are important,” says Darja Isaksson.
Today she works at Ziggy Creative Colony, a digital agency in the borderland between design, strategy and technology. Among other things, they help management teams to see what the customer experience they need to improve to achieve their business goals. It is as a consultant, she will be able to trend scout.
“I have a great team that provides ideas and then I read the reports. But above all it is my role as a strategist that is important . I get to learn how the problems appear on the consumer side and the corporate challenges looks. In the analysis bred quite a few insights. In some sense strategist job to bring in and translate trends in different contexts, “she says.
Today she consults to 50 percent. The rest of the time she devotes including the lectures. When she Trend scouts watching her on the basic driving forces of customer.
“Take television – our driving force for watching TV is to consume stories. However, what is the optimal offer given the technology we have? When and how do we consume stories today? “she says.
One question she is thinking about what open source (open Source) means the price trend and the quantity of goods on the market.
“I always thought that Android, which is an open platform, will win over Apple’s closed ecosystem. In the short term you win with a coherent experience, but in the end, the amount of products that come with an open strategy to overwhelm the market, “she says.
It is thus in the role of consultant, she retrieves the impression that she can then put in the Innovation Council – which in turn then will affect the business and public sectors. The Council has just an advisory function and therefore looks Darja Isaksson a value of the proposals submitted is very concrete.
An example of a question that the Council deals with is how state venture capital can be used more efficiently. At its last meeting in May, the digitization and life sciences on the agenda.
Is Stefan Löfven versed in these issues?
“He is no digital native if that’s what you’re wondering. I think that a prime minister can do is to listen to what is said and then adding the right people and I think he has done well. “
What do you see trends in digitization?
“I think that the digitization of health will be discussed. It is not just about health care, but also research and what you can do itself. We need a more proactive and personalized care and this is the play data availability and integrity question in. I am convinced that many patients believe that more data is collected and used than what is actually happening. “
Just integrity issue, she sees her as a key forward. She is concerned by a proposal for an EU regulation which means that every time someone gives off data, it may approve the express purpose to what the data will be used.
“It would be devastating. If implemented will register research in areas such as health impossible,” she says.
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