the future of web 2 0
TRANSCRIPT
Dolfijn Advies© copyright 2009
The future of Web 2.0“The maturation of Web 2.0 is part of a
larger development”
Dolfijn Advies
Evert Jan van Hasselt• Past:
• University of Twente – Computer Science• Innovation at Syllogic• ICT Healthcare business development at
Info Support• Present:
• Bidmanager at Sogeti• Coreteam member at Renaissance Groep• Co-founder of Somere• Founder of Dolfijn Advies
Dolfijn Advies
Trailer “ViNT 2009 - Fast forward”see: http://vimeo.com/groups/vint/videos/5215554
… movie clip …
Dolfijn Advies
What is going on?• We are currently in an economic downturn,
but there is more!• The chasm:
– Companies seek ways to “get closer to their customers”
– People increasingly mistrust institutions• The chasm is growing and will lead to a
revolution in capitalism
Dolfijn Advies
Revolutions in Capitalism• Happens from time to time• Capitalism reinvents/adapts itself• Three forces:
– Unfullfilled demands– New technology– New enterprise logic
– Last time this happened was in 1913
Dolfijn Advies
1913 – Henry Ford• Making cars available for the great mass• High volume, low cost production• Supported by new technology• Take the customer out of the process• Managerial Capitalism
Dolfijn Advies
Maturation of Managerial Capitalism
• Introducing new business models• Central role for marketing• Improving the mechanism
– Driven by competition– Benchmarks, case studies, best-practices– Increasing value
• Optimum has been reached now• Further “optimization” leads to lower value
Dolfijn Advies
Example – Toiletpaper• 8-pack was smaller,
same price• Still 8 rolls• Still doublesheet• Still 200 sheets per roll
• Shorter sheets– 12 cm vs 13 cm
over 8%price increase
Dolfijn Advies
Example – Sugar sticks (1)
Dolfijn Advies
Example – Sugar sticks (2)
25%price increase
Dolfijn Advies
Something else happened as well
• Birth of a new type of consumer• Need for psychological selfdetermination
– Sanctuary – Master of your own destiny– Voice – Direct, unmediated influence (not via
interest groups, political parties, etc)– Connection – Part of community, but without futile
conformities• Need for individualized, advocacy-based
relationship• Need for support to “Enable individuals to live
the life in the way he or she wants to live it”
Dolfijn Advies
Towards a new Enterprise Logic
Institution
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Individual
Business model of the 20th century“Managerial Capitalism”
Institution
Institution
InstitutionInstitution
Institution
Institution Individual
Business model of the 21st century“Distributed Capitalism”
Co-creation
SocialStrategies
Communities
3 forces
Dolfijn Advies
What is the difference?
Old questions• What industry am I in?• What product do I make?• What service do I perform?• How do I sell it?
New questions• Who are my constituents?• What support do they need?• How do they want it?• With whom must I collaborate
in order to provide it?
Dolfijn Advies
How does this work?
• We don’t know yet!• Initial examples
• Ebay• TutorVista• Sellaband• Mileage-based tire service (Goodyear)
• Shoshana Zuboff – The Support Economy• Federated Support Networks
Dolfijn Advies
Federated Support Networks• Companies federate around an individual• Individuals become the constituants• Companies get payed only if the individual is
satisfied• Relationship value• “Organizational Space” “Individual Space”• Deep support• New cental role: Advocate
Dolfijn Advies
Why is this economically feasible?• Participants focus on core business• Sharing infrastructure
– ICT-infrastructure– Financial services– HRM services– Logistic services
• ICT solutions allow detailed insight• Avoid cost of misinterpretation
• Time for some examples
Dolfijn Advies
There are no examples yet
• No case studies!• No benchmarks!• No best-practices!
• Remember: we are moving into a new capitalism, not optimizing an existing one!
• Well, OK. We have a few examples.
Dolfijn Advies
Example: Quit smoking• Humberside housing association• Background: Large number of residents with low
income, spend 20% of it on sigarettes• Federators:
• Groups federate around individuals who gain control over their smoking addiction
• GP´s with focus on treatment of addiction• Mobile phones with help line• Gyms (to prevent weight increase)• Non-smoking pubs• Counselors in pubs to suppress the need for smoking• Non-smoking support groups• Discounts for non-smokers on loans, etc.• Support for pregnant women
Dolfijn Advies
Example: Control over Diabetes
• Kent County Council and Bolton Diabetes Network• Background: in 2005 10% of costs of health services
diabetes related. Expectation for 2015: 40%!• Federators:
• Groups federate around these individuals who are going to get control over their diabetes
• Local health authority• Cable company for public access education• Cell phones for support + remote diagnostics• Gyms• Dedicated health service• Remote testing• Network of expert patients• Acquisition methods for healthy food• Low electricity rates
Dolfijn Advies
How to go from here?
• We need Mavericks who will explore new business models
• Startingpoint is the individual• Social Media are important enabler• You are in the front seat!
Start viewing your Social Media activities from this broader perspective!
Dolfijn Advies
Penny For Your Thoughts – Don Tapscott”see: http://vimeo.com/groups/vint/videos/5420133
… movie clip …
