Upgrade Life with Technology and PC

Mind Mapping

Situation:     The PC market in Turkey is shrinking by 20%-25% each year and we were exploring and trying to  understand why the decline in Turkey is much higher compared to rest of the world. We  conducted two local market researches, where we targeted low-income group, talked with  parents and teachers, second was during summer where we targeted premium segment. We  talked to high school, university students, young adults and parents. We went to different  cities, connected with more than 700 people. The outcome was the same for all age groups &  income levels; there is no affinity left for PC as almost all the needs are satisfied by mobile  phones. When we went deep with this insight we saw clearly that this is directly related with  the consumption frenzy, we consume a lot and we love it, when it comes to being productive,  unfortunately we are not there. Our challenge was to position PC as a “need” by changing the  daily usage habits. This was very hard as consumers in Turkey use technology mostly for  content consumption & entertainment. Smartphones were dominating share of wallet (70%).  The only way to bring PC market back to growth was to popularize PC Usage by differentiating  PC from other devices for the masses. To achieve our mission, we had to inspire and encourage  people by showing they can become more productive with a PC.       Selection:  To come up with an innovative solution, we organized a one day offsite brainstorming event  that included the retailers, PC manufacturers and PC software vendores and using mind  mapping methodology, we started with overarching idea of #UsePC with the motto of  “stop consumption frenzy, start being productive with a PC”. We wanted to inspire and  encourage people by showing that they can do extraordinary things using their PCs and we built  the mind map of different audiences and activities that they can do with only a PC.    Application:  Under the umbrella inspiring idea of “ PC Upgrading Life”, we initiated three coordinated ideas  and hence projects that are complementing each other. People Doing Great Things, Teachers  Doing Great Things and NGO’s Doing Great Things.      In “People Doing Great Things”, we found real life stories of Turkish people who changed their  own lives using technology and promoted their stories to inspire other people: A visually  impaired Turkish software developer that is developing many accessibility solutions on PCs,  Turkey’s youngest composer coming from a very poor family but could reach his dreams using  technology, a 12-year-old young girl who is writing her second novel. Their inspiring stories  became very popular and got huge media coverage and turned into a Turkey-wide contest of  people submitting their stories of how they changed their lives using technology.

In “Teachers Doing Great Things”, in a very similar concept to the previous one, we aimed to  start an education movement in Turkey to create awareness and inspiration what teachers can  do using technology and how they can upgrade the life of their students. We identified teachers  across the country with inspiring stories and celebrated those stories: An IT teacher in very poor  part of the country that is appointed to a school in which didn’t had any computers and to  teach his students about computers, he had designed and built mockup computer from carton.  Another teacher that is teaching robotics to his students to solve the problems of the city; just  to mention a few.      And lastly, “NGO’s Doing Great Things”, we worked together with 3 NGO’s: Koruncuk  Foundation for children with the need of protection aged between 6 and 15; Six Dots  Foundation for Blind People and Red Crescent for Syrian Refugees in Turkey. We worked  together with NGOs worked over a long period of time to educate members of these NGOs how  to use computers, how to develop software and how to change their lives with PC and  technology.    Insight & Approach:    Mind Map was a great tool to generate, structure, and classify ideas from a broad group of  different people including retailers, PC manufacturers and software vendors what needs to be  done to change the perceptions, which audiences to target and what can be done for each to  support the central idea of Upgrading Life with only a PC.  Mind mapping tool was a great tool for brainstorming across a large group of people with  different insights and ideas and how to bring all these ideas around a central idea and build  supporting ideas and projects to find a creative solution.


Upgrade Life with Technology and PC Mind Mapping Situation : The PC market in Turkey is shrinking by 20%-25 % each year and we were exploring and trying to understand why the decline in Turkey is much higher compared to rest of the world . We conducted two local market researches , where we targeted low - income group , talked with parents and teachers , second was during summer where we targeted premium segment . We talked to high school , university students , young adults and parents . We went to different cities , connected with more than 700 people . The outcome was the same for all age groups & income levels ; there is no affinity left for PC as almost all the needs are satisfied by mobile phones . When we went deep with this insight we saw clearly that this is directly related with the consumption frenzy , we consume a lot and we love it , when it comes to being productive , unfortunately we are not there . Our challenge was to position PC as a “ need ” by changing the daily usage habits . This was very hard as consumers in Turkey use technology mostly for content consumption & entertainment . Smartphones were dominating share of wallet ( 70 % ) . The only way to bring PC market back to growth was to popularize PC Usage by differentiating PC from other devices for the masses . To achieve our mission , we had to inspire and encourage people by showing they can become more productive with a PC . Selection : To come up with an innovative solution , we organized a one day offsite brainstorming event that included the retailers , PC manufacturers and PC software vendores and using mind mapping methodology , we started with overarching idea of # UsePC with the motto of “ stop consumption frenzy , start being productive with a PC ” . We wanted to inspire and encourage people by showing that they can do extraordinary things using their PCs and we built the mind map of different audiences and activities that they can do with only a PC . Application : Under the umbrella inspiring idea of “ PC Upgrading Life ” , we initiated three coordinated ideas and hence projects that are complementing each other . People Doing Great Things , Teachers Doing Great Things and NGO ’s Doing Great Things . In “ People Doing Great Things ” , we found real life stories of Turkish people who changed their own lives using technology and promoted their stories to inspire other people : A visually impaired Turkish software developer that is developing many accessibility solutions on PCs , Turkey ’s youngest composer coming from a very poor family but could reach his dreams using technology , a 12 - year - old young girl who is writing her second novel . Their inspiring stories became very popular and got huge media coverage and turned into a Turkey - wide contest of people submitting their stories of how they changed their lives using technology . In “ Teachers Doing Great Things ” , in a very similar concept to the previous one , we aimed to start an education movement in Turkey to create awareness and inspiration what teachers can do using technology and how they can upgrade the life of their students . We identified teachers across the country with inspiring stories and celebrated those stories : An IT teacher in very poor part of the country that is appointed to a school in which did n’t had any computers and to teach his students about computers , he had designed and built mockup computer from carton . Another teacher that is teaching robotics to his students to solve the problems of the city ; just to mention a few . And lastly , “ NGO ’s Doing Great Things ” , we worked together with 3 NGO ’s : Koruncuk Foundation for children with the need of protection aged between 6 and 15 ; Six Dots Foundation for Blind People and Red Crescent for Syrian Refugees in Turkey . We worked together with NGOs worked over a long period of time to educate members of these NGOs how to use computers , how to develop software and how to change their lives with PC and technology . Insight & Approach : Mind Map was a great tool to generate , structure , and classify ideas from a broad group of different people including retailers , PC manufacturers and software vendors what needs to be done to change the perceptions , which audiences to target and what can be done for each to support the central idea of Upgrading Life with only a PC . Mind mapping tool was a great tool for brainstorming across a large group of people with different insights and ideas and how to bring all these ideas around a central idea and build supporting ideas and projects to find a creative solution .