session 2-1 digitalization and design
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digital & design
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“the future is already here, but it is not very evenly distributed.”
- William Gibson
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1.0
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two stories
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st story1
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Harry and Charlie
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May 2007
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56 seconds long
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uploaded by their father
for their godfather
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250 millions views (as of June 2010)
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5,740 re-mix (as of July 2010)
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nd story2
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API
API API
The WordPress network
Plug'in
WordPress0Platform
A hypothetical website with three plug-ins with 1-3 Application Programming Interfaces (APIs) per plug-in
API
API
Plug'in API
Plug'inAPI0(internal)API0
(internal)
API0(internal)
Number of Plug-ins: 13,491
Number of APIs: 288 (internal: 93)
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Color
Number of Plug-ins
2939 2633 1992 1698 1051 1000 821 814
Average API usage
7.29 4.22 5.71 8.81 1.27 6.98 2.93 3.68
Minimum API usage
1 1 2 3 1 3 2 2
Maximum API usage
93 12 16 24 5 21 9 10
Standard Deviation
5.58 1.57 2.31 2.88 0.61 2.34 1.26 1.54
11,0630Plug'ins0in0December02012
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Circos0Diagram
Number'of'plug-ins'in'each'year
0
7500
15000
22500
30000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Number'of'APIs'in'each'year
0
100
200
300
400
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
#0of0APIs
#0of0Plug'ins
79
325
115
21,100
01/01/20080660APIs,03980Plug'ins
01/01/20090990APIs,012460Plug'ins
0Plug'in0Network0(2008'2009)
01/01/201001420APIs,029400Plug'ins
01/01/201101640APIs,054880Plug'ins
0Plug'in0Network0(2010'2011)
01/01/201202610APIs,094120Plug'ins
0Plug'in0Network0(2012)
12/01/201202880APIs,0134910Plug'ins
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2.0
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evolution of the industrial economy
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2.1
the age of physical machine
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fire
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automation
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capital intensive
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managerial challenge
maximizing asset utilization
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vertical integration diversification
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managerial logic
economy of size and scale
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organizational forms
m-form hierarchy
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management tools
scientific management
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design
graphic designindustrial design
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2.2
the age of smart machine
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managerial challenge
complexity information overload
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management logic
modularization (design rules)horizontal coordination
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organizational forms
network of distributed org.
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management tools
outsourcingvirtualization
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design
interaction design organization design
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2.3
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the age of generative machine
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digital technology
technology is no longer the main obstacle for human imaginations
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digitization of tools and works
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digitization of products
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digitization of contents
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digitization of time & space
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digitization of relationship
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digitization of triviality
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familiar images of computing
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new images of computing experiences
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what’s unique about digital technology
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2.3.1
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it is immaterial
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physical machine
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physical products
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the economy of scarcity
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digital assets
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digital products
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near zero, if not 0, marginal cost
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the economy of ubiquity
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this is why business model became critical
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2.3.2
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separation of form & function
(reprogrammable von Neumann computing architecture)
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separation of contents & media
(general IP network)
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deconstruction of products and industry
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walled garden of products
hardware
network0'00distribuLon
contents
soMware
TV phone book music
hardware
network0'00distribuLon
contents
soMware
hardware
network0'00distribuLon
contents
soMware
hardware
network0'00distribuLon
contents
soMware
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re-configuration of new products
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
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2.3.4
race against the machineanyone can learn it
all you need is a $300 netbook
digital natives
infrastructure is here
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2.3.5
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a perfect storm for generativity
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technology constantly evolves beyond the
original design
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value is co-created with users through (digital)
symbols and signs
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managerial challenge
deconstruction of productsreconfiguration of value system
convergence
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managerial logic
mutationrecombination
open innovation
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organizational forms
ecosystem of open platform
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management + design
ecosystem designexperiential design
procrastinated binding
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Physical machine
Smart machine
Generative machine
strategic use of information
strategic use of ecosystems
deconstruction of traditional organizations
deconstruction of traditional industrial systems
products
noun
platform
verb
things experiences
creativity generativity
craftsmanship procrastinated binding
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3.0
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design
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3.1
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what is desirable?
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value comes from meeting unmet needs
there are only few basic human needs
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Internet of things
Mobile Internet
Big Data Analytics
Cloud Service
A Big Picture
place
time
things peopleexperiences
atoms bits
B2B
B2C
(c) Youngjin Yoo, 2014
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computed experience
“value is created through algorithmic reality”
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3.2
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production of signs & symbols
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which one is real?
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which one is real?
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which one is real?
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3D printing
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flipping the value proposition
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physical product as avatar of “real” digital
products
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3.3
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liquidification of categories
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re-configuration of new products
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
network - distribution
hardware
software
contents
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digital deconstructs
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design reconstructs
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properties of digital artifacts7
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programmable
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addressable
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sensible
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communicable
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memorizable
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traceable
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associabile
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re-configuring products and services
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the problems of digital artifacts
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Smart TV TV = an idiot box
Smart TV = Smart Idiot Box
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smart TVTV PC
lean forward
lean backward
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re-imagining meaning and value
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by DESIGN
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who’s your competition?
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the Tyranny of Noun
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are you a noun company
or a verb company?
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procrastinated binding
“value is created after the product was purchased”
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4.0
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next generation business cannot be
discovered
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it must be designed and built
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so stop looking!
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start designing!
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