Technology & LifeTechnology & Life20062006

John McCannJohn McCannProfessor EmeritusProfessor Emeritus

Fuqua School of BusinessFuqua School of BusinessDuke UniversityDuke University

Course DescriptionCourse Description Technology and LifeTechnology and Life delves into the impacts of delves into the impacts of

technology on the way we live, including our work, technology on the way we live, including our work, shopping, media use, leisure activities and our mobility. shopping, media use, leisure activities and our mobility.

Broad topics such as globalization and postmodernism will Broad topics such as globalization and postmodernism will be addressed when they impact the way we live. be addressed when they impact the way we live.

Discussions of older technologies such as the telephone Discussions of older technologies such as the telephone and television will be used as benchmarks against which we and television will be used as benchmarks against which we can better understand current and upcoming technologies.can better understand current and upcoming technologies.

We will consider technologies such as computers, Internet, We will consider technologies such as computers, Internet, MP3, peer-to-peer networks, HDTV, WiFi, WiMax, etc. MP3, peer-to-peer networks, HDTV, WiFi, WiMax, etc.

ExampleExample

StirrupStirrup• ““Few inventions have been so simple as the Few inventions have been so simple as the

stirrup, but few have had so catalytic an stirrup, but few have had so catalytic an influence on history. The requirements of the influence on history. The requirements of the new mode of warfare which it made possible new mode of warfare which it made possible found expression in a new form of western found expression in a new form of western European society dominated by an aristocracy European society dominated by an aristocracy of warriors endowed with land so that they of warriors endowed with land so that they might fight in a new and highly specialized might fight in a new and highly specialized way. … The Man on Horseback, as we have way. … The Man on Horseback, as we have known him during the past millennium, was known him during the past millennium, was made possible by the stirrup...”made possible by the stirrup...”

Lynn White Jr, Medieval Technology and Social Change, Oxford Univ Press, New York , 1966

ExampleExample

Telephone and women’s rightsTelephone and women’s rights• In the 1900s, “proper” girls did not talk In the 1900s, “proper” girls did not talk

to a man without a proper introduction.to a man without a proper introduction.• But what happens when that girl But what happens when that girl

answers the phone?answers the phone?

ExampleExample

Air conditioningAir conditioning• The American South became livable and The American South became livable and

thus flourishedthus flourished• Large migration from the North to the Large migration from the North to the

South since air conditioning became South since air conditioning became commoncommon

Rise of Home LifeRise of Home Life

Cocooning

Television

Air conditioning

MeMe EducationEducation

• BS in Engineering, U of Kentucky, 1962BS in Engineering, U of Kentucky, 1962• MBA, U of KentuckyMBA, U of Kentucky• PhD, Purdue UniversityPhD, Purdue University

Real JobsReal Jobs• GE, Space VehiclesGE, Space Vehicles• GE, Nuclear PowerGE, Nuclear Power• IBM, Office ProductsIBM, Office Products• Data Resources Inc, ConsultingData Resources Inc, Consulting

ConsultingConsulting• Consulted with dozens of Fortune 500 Consulted with dozens of Fortune 500

companies on Technology & Marketingcompanies on Technology & Marketing

ProfessorProfessor

Taught atTaught at• PurduePurdue• CornellCornell• UC BerkeleyUC Berkeley• Duke (24 years)Duke (24 years)

Topics (20 different courses)Topics (20 different courses)• Marketing, Statistics, StrategyMarketing, Statistics, Strategy• TechnologyTechnology

MISMIS Expert SystemsExpert Systems Marketing and the InternetMarketing and the Internet Technology, Competition and GlobalizationTechnology, Competition and Globalization

Technology and …Technology and …

SputnikSputnik Engineering majorEngineering major Apple IIApple II My jobMy job IBM PCIBM PC MBA curriculumMBA curriculum

• ““Electronic Business School”Electronic Business School” UPC ScannerUPC Scanner CPG marketingCPG marketing

• Marketing Workbench LaboratoryMarketing Workbench Laboratory InternetInternet Global educationGlobal education

• Global Executive MBA ProgramGlobal Executive MBA Program

YouYou

NameName Technology BackgroundTechnology Background Technology InterestsTechnology Interests

Do you own or use a … Do you own or use a …

Car?Car? Electric or gas range?Electric or gas range? Telephone?Telephone? Television?Television?

Do you …Do you …

Own a cell phone?Own a cell phone? Use the Internet?Use the Internet?

• To send Email?To send Email?• To Google?To Google?• To make reservations?To make reservations?• Do online banking/pay bills?Do online banking/pay bills?• Shop on eBay?Shop on eBay?

Have a web page?Have a web page? Blog?Blog?

TopicsTopics

Digital DawnDigital Dawn Technologies: Microcosm & TelecosmTechnologies: Microcosm & Telecosm Segmentation and Adoption & DiffusionSegmentation and Adoption & Diffusion Order Effects ModelOrder Effects Model Death of DistanceDeath of Distance Participation AgeParticipation Age Media EvolutionMedia Evolution ………… ………… ………… …………

LifeLife

If a new technology allows us to fulfill our needs, If a new technology allows us to fulfill our needs, desires, wants, etc., it will likely be successful.desires, wants, etc., it will likely be successful.

http://www.lifeworktransitions.com/images/maslow.gif

Maslow’s Hierarchy of Needs

Electricity Impacts My LifeElectricity Impacts My Life House: House: Lighting, gas furnace, hot water heater, security system, Lighting, gas furnace, hot water heater, security system,

air conditioningair conditioning Bedroom/bathroomBedroom/bathroom: Clock, clock radio, TV, remote control, : Clock, clock radio, TV, remote control,

electric toothbrush, telephoneelectric toothbrush, telephone KitchenKitchen: stove, refrigerator, microwave, electric coffee maker : stove, refrigerator, microwave, electric coffee maker

with timer, coffee grinder, blender, toaster, can opener, with timer, coffee grinder, blender, toaster, can opener, dishwasher, telephonedishwasher, telephone

StudyStudy: PC, Mac, wifi, TV tuner, iPod, cell phone, PDA, digital : PC, Mac, wifi, TV tuner, iPod, cell phone, PDA, digital camera, external hard drive, Tivo-like device, wifi antenna, VCR, camera, external hard drive, Tivo-like device, wifi antenna, VCR, tape deck, turntable, pencil sharpenertape deck, turntable, pencil sharpener

Wife’s studyWife’s study: Telephone, answering machine, PC, paper : Telephone, answering machine, PC, paper shredder, printer, scanner, cell phone, sewing machine, wifishredder, printer, scanner, cell phone, sewing machine, wifi

Family roomFamily room: TV, A/V receiver, DVD player, CD player, VCR: TV, A/V receiver, DVD player, CD player, VCR Media roomMedia room: PC, printer, A/V receiver, projector, DVD player, set-: PC, printer, A/V receiver, projector, DVD player, set-

top box, CD burnertop box, CD burner OtherOther: vacuum cleaners, washer, dryer, hair dryer, doorbell, : vacuum cleaners, washer, dryer, hair dryer, doorbell,

garage door opener, electric drill, leaf blower, grass trimmer, shop garage door opener, electric drill, leaf blower, grass trimmer, shop vac, attic fan, Internet router, WIFI access point, night lightsvac, attic fan, Internet router, WIFI access point, night lights

VanVan: microwave, electric pop-top, refrigerator, radio, CD player, : microwave, electric pop-top, refrigerator, radio, CD player, coffee pot, flushing porta-potti, electric heater, electric skilletcoffee pot, flushing porta-potti, electric heater, electric skillet

Better LivingThrough Electricity

Tech Enables Need SatisfactionTech Enables Need Satisfaction

Each technology allows us to better Each technology allows us to better meet our needs at each level of the meet our needs at each level of the hierarchyhierarchy• Physiological: stovePhysiological: stove• Safety: home alarmSafety: home alarm• Belonging: telephone, PCBelonging: telephone, PC• Esteem: stove, refrig, vacuum cleanerEsteem: stove, refrig, vacuum cleaner• Self actualization: computerSelf actualization: computer

Today’s Tech FocusToday’s Tech Focus

ParticipationAge