relationships versus contacts
TRANSCRIPT
Relationships versus Contacts: Propaganda & Marketing
vsGlobal Co-Creation
Professor Prabhu Guptara
The Generations of Technology
(moving from “craft” technology)
•Automate existing processes
The Generations of Modern Technology
• Automates existing processes (up to Artificial Intelligence)
•Builds bridges between parts of a corporation that had little to do with each other
The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
•Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
•Destroys the walls between an organisation’s internal divisions
The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal divisions
•Eliminates boundaries between industries
The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal divisions
•Eliminates boundaries between industries, time & space
The Generations of Modern Technology• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of OMNISCIENCE (Google Glasses, Big Data, Quantum Computing…)
The Generations of Modern Technology• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of omniscience
•Generating the Internet’s peer-to-peer economic & social practices,
just extending FROM music, publishing etc.
TO energy, logistics, and manufacturing
The Generations of Modern Technology• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of omniscience
• Generating the Internet’s peer-to-peer economic & social practices, just extending FROM music, publishing etc. TO energy, logistics, and material fabrication
(a Collaborative Commons displacing industrial capitalism?)
The Corporate Perspective/ Production of goods/ services
•Artisanal: individual producer dependent on friends and family for any necessary support in terms of purchasing, production, sales, delivery….
Production of goods/ services
• Artisanal:
•Industrial: based on ownership of capital, land, and other resources -including “loyal full-time employees”
Production of goods/ services
• Artisanal:
• Industrial:
•“Manufacturing for one” ( or “custom-manufacturing”): customers interface with the existing production system to “assemble” a product or service from pre-existing choices
Production of goods/ services
• Artisanal
• Industrial
• “Manufacturing for one” ( or “custom-manufactured”)
•All dependent on the model: production-sales
Production of goods/ services
• Artisanal
• Industrial
• “Manufacturing for one” ( or “custom-manufactured”)
• All dependent on the model: production-sales
•Assumption: knowledge, expertise, technique reside with the producer
The consumer perspective
•End of WWII reveals a world of scarcity: the problem was simply:
• not enough product!!!
Meanwhile, customers… - 1
• From around 2000 AD:
•Education and ever more user-friendly technology lead to the public becoming increasingly knowledgeable, experienced and savvy
• From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”
•Falling technological, regulatory and financial barriers to entry mean that these customers may just organise things for themselves!
Meanwhile, customers… -2
• From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”
• Falling technological, regulatory and financial barriers to entry mean that these customers may just produce things for themselves
•Not only that, but they could even become competitors!
Meanwhile, customers… -3
Meanwhile, customers… - 4• From around 2000 AD: • Education and technology-user-friendliness lead to increasingly
knowledgeable, experienced and savvy “customers” • Falling technological, regulatory and financial barriers to entry mean that
these customers may just produce things for themselves – and even become competitors!
•Companies began to respond by re-configuring their entire business model
Meanwhile, customers… - 5• From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”
• Falling technological, regulatory and financial barriers to entry mean that these customers may just produce things for themselves – and even become competitors!
•Companies began to respond by re-configuring their entire structure:•Engaging in dialogue with customers•Mobilising communities•Co-creating the content of their experience
In the world of information/content:
•User-generated content: blogs, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video files, audio files, etc. created by users of an online system or service
But what about “open access”?
• Cost-free access to content, e.g. in published peer-reviewed scholarly journals… which are otherwise (still!) extremely expensive
• Their subscription prices have risen at triple the rate of inflation for the past three decades (Harvard Magazine, issue 1, 2015)
• In 2014, the most expensive journals subscribed by Harvard libraries were• the monthly Journal of Comparative Neurology (John Wiley) at $28,787
• and
• the weekly Science (American Association for the Advancement of Science) at $26,675
Open Content - examples“Open Textbooks”: easily updatable, can be modified according to a teacher's needs
Open Collaboration
• e.g. Wikipedia
In the world of Information Technology itself
OPEN-SOURCE SOFTWARE .
• users have full access to the source code, e.g. for the purpose of study
• Can make their own changes and improvements to the source code, and
• Distribute the software to anyone and for any purpose!
The world of manufacturing has “user-innovation”
Nike gave customers online tools to design their own sneakers
Open Advertisement/ PR/ Marketing
Did Cloud lead to the Sharing Economy?
Relationships versus Contacts: Beyond Propaganda & Marketing
towardsGlobal Co-Creation
Professor Prabhu Guptara