IFL May2011 Third Industrial Revolution
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Transcript of IFL May2011 Third Industrial Revolution
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May 2011May 2011www.hhs.sewww.hhs.se
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"...when the rate of change "...when the rate of change outside an organization is outside an organization is greater than the rate of greater than the rate of
change inside, the end is change inside, the end is near...." near...."
Jack Welch…Jack Welch…
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Did You Know: Shift HappensDid You Know: Shift Happenshttp://www.youtube.com/watch?http://www.youtube.com/watch?
v=cL9Wu2kWwSYv=cL9Wu2kWwSY
How are these trends impacting How are these trends impacting you and your organization?you and your organization?
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GrowthGrowth
TimeTime
Information Information and knowledgeand knowledge
Human Human absorptive absorptive capacitycapacity
Human capacity cannot keep up…Human capacity cannot keep up…
Adapted from Cohen & Levinthal 1989Adapted from Cohen & Levinthal 1989
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””No one knows everything, No one knows everything, everyone knows something, everyone knows something,
all knowledge resides in all knowledge resides in humanity.”humanity.”
networksnetworks
Adapted from Lévy 1997
Six degrees Six degrees of separationof separation
- Milgram, - Milgram, 19671967
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BA
Two individuals/organizations Two individuals/organizations with the same number of contacts…with the same number of contacts…
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……but with very different access to but with very different access to resourcesresources
BA
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A
Poor Poor creativity and creativity and
innovative innovative performanceperformance
Highcreativity and
innovative performance
Teigland 2003
B
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Avoid creating insular networksAvoid creating insular networks
http://www.enronexplorer.com/focus/19185#http://www.enronexplorer.com/focus/19185#
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A shift from being A shift from being problem solvers to solution finders problem solvers to solution finders
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The wisdom of the crowdThe wisdom of the crowd
ClosedClosedExpensiveExpensiveComplexComplexAccurateAccurate
OpenOpenInexpensiveInexpensive
SimpleSimpleClose enoughClose enough
Hinton 2007
AccurateAccurate
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History tends to repeat itself….History tends to repeat itself….Innovation, financial crisis, industrial revolution, Innovation, financial crisis, industrial revolution,
… …
Steam Steam engineengine
Internal Internal combustion combustion
engineengine
MicroelectroniMicroelectronicscs
Late 18Late 18thth C C Late 19Late 19thth C C Late 20Late 20thth C C
Schön 2008
Third industrial revolution?
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A new workforce is appearing…A new workforce is appearing…
Prensky 2001, Beck and Wade 2004, Mahaley 2008 Prensky 2001, Beck and Wade 2004, Mahaley 2008
““Digital ImmigrantsDigital Immigrants””““Digital NativesDigital Natives””
Company loyaltyCompany loyaltyWork ≠ PersonalWork ≠ Personal
Learning=Behind the deskLearning=Behind the desk
Professional loyaltyProfessional loyaltyWork = PersonalWork = Personal
Learning=Fun and gamesLearning=Fun and games
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Adapted from FredCavazza.net
“u r always on….”
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Drivers of changeDrivers of changeIncreased
Interactivity
DiGangi 2010DiGangi 2010
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Future Digital Storytelling
http://www.youtube.com/watch?v=GkHNNPM7pJA
DiGangi 2010DiGangi 2010
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Building skills in virtual environmentsBuilding skills in virtual environments
My CV•Leading a virtual team of 30
individuals from across the globe•Creating and successfully executing strategies under
pressure•Managing cross-cultural conflict
without face-to-face communication
Teigland 2010
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http://www.slideshare.net/helgetenno/post-digital-marketing-2009http://www.slideshare.net/helgetenno/post-digital-marketing-2009
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Our economy changesOur economy changes
Pine Jr. & Gilmore 1998, 1999; DiGangi 2010DiGangi 2010
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Business models
So, what happens to them?
Johnson, Christensen, and Kagermann 2008, DiGangi 2010
They evolve...
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Closed model
Organizations internalize resources for value creation; restrict access to
knowledge, and protect intellectual property. DiGangi 2010DiGangi 2010
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DiGangi 2010DiGangi 2010
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Open modelOrganizations leverage both internal
and external resources for value creation; strategically interact with
environment DiGangi 2010DiGangi 2010
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Access to 24x7 global workforceAccess to 24x7 global workforce
Average wage Average wage approx. USD 1.40 / approx. USD 1.40 /
hourhourhttp://www.people.fas.harvard.edu/http://www.people.fas.harvard.edu/~drand/~drand/
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““Distributed groups of individuals Distributed groups of individuals focused on solving general problem focused on solving general problem
and/or developing new solution and/or developing new solution supported by computer-mediated supported by computer-mediated
communication.communication.”” Dahlander & Wallin, 2006 p. 1246Dahlander & Wallin, 2006 p. 1246
User-driven Innovation
DiGangi 2010DiGangi 2010
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DiGangi 2010DiGangi 2010
““Distributed groups of individuals Distributed groups of individuals focused on solving general problem focused on solving general problem
and/or developing new solution and/or developing new solution supported by computer-mediated supported by computer-mediated
communication.communication.”” Dahlander & Wallin, 2006 p. 1246Dahlander & Wallin, 2006 p. 1246
User-driven Innovation
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ExploitationExploitationImproving Improving
existingexisting value value creation creation activitiesactivities
ExplorationExplorationDeveloping Developing newnew value value creation creation activitiesactivities
Adapted from March 1991Adapted from March 1991
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Co-created model
Organizations encourage flow of knowledge between internal and external resources; focus on common good where
both parties benefit DiGangi 2010DiGangi 2010
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Threadless:Threadless:What came first What came first
– – the community the community
or the or the company?company?
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eZeZ 230+230+PartnerPartner
ss
39,000+39,000+CommunityCommunitymembersmembers
5,000+5,000+Customers in Customers in 130 countries130 countries
• Content management software, #1 in media Content management software, #1 in media industryindustry
• Customers: UN, Vogue, Hitachi, 3M, MIT, FT, Customers: UN, Vogue, Hitachi, 3M, MIT, FT, WSJWSJ
• 70 employees in 9 countries (US, Europe & 70 employees in 9 countries (US, Europe & Asia)Asia)
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eZ provides eZ provides platforms for interaction platforms for interaction throughout its ecosystemthroughout its ecosystem
eZ Software development team
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Driven by both parties sharing their experiences and co-creating value of
network
Private-collective Community
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But how to balance needs of community with needs of firm in value co-creation
model?
DiGangi et al 2010DiGangi et al 2010
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Just when you thought you got it….Just when you thought you got it….
O’Driscoll 2009O’Driscoll 2009
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How many How many usually think usually think
of virtual of virtual worlds…worlds…
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But what else can they be?But what else can they be?
•Ability to manipulate/create contentAbility to manipulate/create content•Virtual economy and currencyVirtual economy and currency
http://www.youtube.com/watch?v=Quh2OiPHkm8
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VWs moving out of “Gartner hype cycle” VWs moving out of “Gartner hype cycle” troughtrough
Virtual worlds today
http://www.gartner.com/it/page.jsp?id=1447613http://www.gartner.com/it/page.jsp?id=1447613
>1 bln usersMay 2006
July 2007
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> 560 mln VW users under age 15> 560 mln VW users under age 15
http://www.slideshare.net/nicmitham/kzero-radar-q1-2011?from=ss_embed
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…..we’re all on Facebook 24/7. But if I ask my 10 year old cousin, who
is addicted to Stardoll, she does not see why I like Facebook so
much since I can only read what other people send me. For her it is just natural for all of her friends to
be moving around the Stardoll website.
- Masters Student at - Masters Student at Stockholm School of Stockholm School of
EconomicsEconomics
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Practicing international entrepreneurshipPracticing international entrepreneurship
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““Clearly if social activity migrates to Clearly if social activity migrates to synthetic worlds, economic activity will go synthetic worlds, economic activity will go
there as well.there as well.”” Castranova, 2006Castranova, 2006
http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-http://www.flickr.com/photos/rodenberger/5085364909/in/pool-popartlab/#/photos/rodenberger/5085364909/in/pool-1240578@N23/1240578@N23/
•US US $3 bln in virtual good sales 3 bln in virtual good sales in 2009 to grow to US in 2009 to grow to US $12 bln in 12 bln in
20122012•US $222,000 raised at
American Cancer Society Relay in Second Life
•Swedish government granted Swedish government granted bbank license to Mind Bank in
2009
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Pay through PayPal Pay through PayPal and have delivered to any virtual world and have delivered to any virtual world
http://www.totalavatarshop.com
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US$ 635,000 for an asteroid!US$ 635,000 for an asteroid!
http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/virtual-property/
•US$ 500,000 profit in 5 US$ 500,000 profit in 5 years by Jon “Neverdie” years by Jon “Neverdie”
JacobsJacobs•Entropia Universe with GDP Entropia Universe with GDP
>US$ 440 mln>US$ 440 mln
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HP rolls out virtual banking HP rolls out virtual banking with Avaya’s Web.alivewith Avaya’s Web.alive
http://www.hypergridbusiness.com/2011/04/hp-rolls-out-virtual-banking-with-avayas-web-alive/
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Welch et al 2010Welch et al 2010
Merck’s Global R&D
NVWN Monthly Project Meeting
http://freshtakes.typepad.com/http://freshtakes.typepad.com/sl_communicators/2006/09/sl_communicators/2006/09/
ibms_second_lif.htmlibms_second_lif.html
Virtual collaborationVirtual collaboration
ProViWo: Professional Collaboration ProViWo: Professional Collaboration and Productivity in Virtual Worlds, and Productivity in Virtual Worlds,
http://vmwork.net/proviwo/http://vmwork.net/proviwo/
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TomorrowTomorrow’’s education & training?s education & training?
Learning virtual Learning virtual teaming skills teaming skills
through experiencethrough experience
http://www.youtube.com/watch?v=N8XPmp0qGyghttp://www.youtube.com/watch?v=N8XPmp0qGyg
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Increasing pace of VW/3Di development!Increasing pace of VW/3Di development!
VWs on VWs on stickstick
Browser-based Browser-based VWs/hyperlinked VWs/hyperlinked
3D3D
Seamlessness Seamlessness between VWsbetween VWs
http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://mediagrid.org/groups/technology/OFF.TWG/http://mediagrid.org/groups/technology/OFF.TWG/
"Create Once, "Create Once, Experience Experience
Everywhere”Everywhere” Expanding Expanding usesuses
For smart For smart phones and phones and tablet PCstablet PCs
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Open source VW platformsOpen source VW platforms
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Virtual Worlds on DemandVirtual Worlds on Demand
www.kitely.com
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Easy to….Easy to…. Set up your own virtual world with own web Set up your own virtual world with own web
presence (each world has World Page with presence (each world has World Page with own URL and sharing buttons own URL and sharing buttons
Manage who can access each world via Manage who can access each world via Facebook integration (LinkedIn, Twitter, and Facebook integration (LinkedIn, Twitter, and other login options are coming) and track thisother login options are coming) and track this
Run multiple worlds so can host hundreds of Run multiple worlds so can host hundreds of simultaneous events while still paying just simultaneous events while still paying just $0.20 per user per hour $0.20 per user per hour
Finance since charged by minute so actual Finance since charged by minute so actual visitor costs for partial hours are lowervisitor costs for partial hours are lower
http://getsatisfaction.com/kitely/topics/how_to_change_default_viwer_on_a_mac#reply_5484936
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The rise of social shoppingThe rise of social shopping
http://www.interactivecity.com/
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3D interactive marketing3D interactive marketing
Hooker 2010Hooker 2010
State of flow -> greater purchase intent State of flow -> greater purchase intent and positive brand attitudesand positive brand attitudes
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Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011Slide from Kohler 2011
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Interacting with customers Interacting with customers in the development processin the development process
Helms, Giovacchini, Teigland, Kohler, JVWR 2010Helms, Giovacchini, Teigland, Kohler, JVWR 2010http://www.youtube.com/watch?http://www.youtube.com/watch?
v=2kMNWBU1Yb8v=2kMNWBU1Yb8
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57
Interested in joining a workshop?
Please register at tiny.cc/t4c or email me at [email protected]
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
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“ They could use their virtual-world sensibility to design products with real-world potential.. (Hemp, 2006)
„
User-generated content
Native creativityPlayful environmentFreedom to experiment
Slide from Kohler 2011Slide from Kohler 2011
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As soon as the Facebook generation wakes up and
embraces virtual reality, we are going to see a giant wave of virtual world millionaires.
-Jon “Neverdie” -Jon “Neverdie” JacobsJacobs
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Purchase with credit card, PayPal, mobile phone or Purchase with credit card, PayPal, mobile phone or in physical stores (such as Walmart), in physical stores (such as Walmart),
Facebook takes 30% of revenueFacebook takes 30% of revenue In study with 3000 respondents: Will you be buying In study with 3000 respondents: Will you be buying
and spending Facebook Credits? and spending Facebook Credits? – 17 % Yes, absolutely 17 % Yes, absolutely – 58 % No, absolutely not58 % No, absolutely not– 25 % I have to learn more25 % I have to learn more
Predictions by Social Times Pro, May 2011Predictions by Social Times Pro, May 2011− Facebook Credits will likely have nearly 25 million users in Facebook Credits will likely have nearly 25 million users in
next 12 mos.next 12 mos.− By 2016 Facebook Credits will probably have 100 million By 2016 Facebook Credits will probably have 100 million
usersusers
Group 8b , Course 2304, Media Management 2011Group 8b , Course 2304, Media Management 2011
Facebook Credits – A new economy?Facebook Credits – A new economy?
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From the mobility of goods From the mobility of goods to the mobility of financial capital to … to the mobility of financial capital to …
Teigland, JVWR, 2010Teigland, JVWR, 2010...the “mobility” of ...the “mobility” of
labor?labor?
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Leadership moving forward……Leadership moving forward……
HierarchyHierarchyLinear, static, process-Linear, static, process-
based organizationbased organization
HeterarchyHeterarchyDynamic, integrated Dynamic, integrated
collaboration networks collaboration networks
Teigland 2010
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Transparency, transparency, transparencyTransparency, transparency, transparency
http://twitter.com/#!/zappos
Core Value #6: "Build Open and Honest
Relationships with Communication
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Some things do not changeSome things do not change
Innovation Exchange
Exchange Trust
Trust RelationshipsRelationships Interaction
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"E-connection is processed in the brain like an in-person connection."
http://slideshare.net/missrogue
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What should you think about?What should you think about?
How to let go?How to let go?
How to leverage the power of How to leverage the power of networks to create value inside and networks to create value inside and outside the boundaries of the firm?outside the boundaries of the firm?
How to create a sustainable How to create a sustainable ecosystem?ecosystem?
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Interested in learning moreInterested in learning more??
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Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.owww.knowledgenetworking.orgrg
www.slideshare.net/www.slideshare.net/eteiglandeteigland
www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
If you love knowledge, set it
free…