The Internet GenerationThe Internet Generationand the Delivery of Legaland the Delivery of Legal

ServicesServicesRichard S. GranatRichard S. Granat

CEO,CEO, DirectLaw,DirectLaw, Inc.Inc.

GenerationsGenerations

G.I. Generation: Born 1900G.I. Generation: Born 1900--19451945

Baby Boomers: Born 1946Baby Boomers: Born 1946--19641964

Gen X: Born 1965Gen X: Born 1965--19771977

MillennialsMillennials/Gen Y: Born:1978/Gen Y: Born:1978--20002000

Reclassification:Reclassification:

The Internet Generation: Born: 1970The Internet Generation: Born: 1970--2000.2000.

First WavesFirst Waves-- Coming of Age Now: 36 yearsComing of Age Now: 36 yearsold. e.g., Grahame and Peter.old. e.g., Grahame and Peter.

What is the Internet GenerationWhat is the Internet GenerationThe NThe N--Generation?Generation?

Defining characteristic of members of theDefining characteristic of members of thegeneration growing with digital media.generation growing with digital media.

Culture of digital interactionCulture of digital interaction –– e.g.e.g.myspacemyspace..

Community and relationship building onCommunity and relationship building onthe Net.the Net.

Independence from institutions and seekIndependence from institutions and seekautonomy.autonomy.

Themes of NThemes of N--GenerationGeneration

InnovationInnovation –– the better way.the better way.

ImmediacyImmediacy-- I want it now.I want it now.

Authentication and TrustAuthentication and Trust

Media defines the cultureMedia defines the culture---- at the heart ofat the heart ofthe Nthe N--Generation is interactivity.Generation is interactivity.

N=N=GenersGeners want optionswant options

High customization: services and productsHigh customization: services and productsthat fit unique needs.that fit unique needs.

As Consumers GenerallyAs Consumers Generally

First Place to check for alternatives is theFirst Place to check for alternatives is theNet.Net.

Seek Options and Comparison ShoppingSeek Options and Comparison Shopping

Comparison Sites.Comparison Sites.

Try Before They Buy.Try Before They Buy.

Privacy ConcernsPrivacy Concerns

What Do Consumers of LegalWhat Do Consumers of LegalServices Want?Services Want?

Clients are moving down the scale towardsClients are moving down the scale towardspackaging and commodization.packaging and commodization.

Dislike hourly rates.Dislike hourly rates.

Want the benefits of technology passed on toWant the benefits of technology passed on tothem.them.

What certainty of cost.What certainty of cost.

Want a legal solutionWant a legal solution-- not necessarily a lawyer.not necessarily a lawyer.

A much lower price for legal solutions.A much lower price for legal solutions.

Why No Lawyers?Why No Lawyers?

Consumers canConsumers can’’t afford lawyers;t afford lawyers;consumers canconsumers can’’t afford $125t afford $125--$150. an$150. anhour.hour.

Consumers afraid of lawyers. Trust issue.Consumers afraid of lawyers. Trust issue.

Lawyers inconvenient and inefficient toLawyers inconvenient and inefficient touse.use.

Dislike hourly rates.Dislike hourly rates.

Consumers perceive of lawyers as highConsumers perceive of lawyers as highrisk.risk.

High Value Legal ServiceHigh Value Legal ServiceAlternativesAlternatives

PrePre--Paid Legal InsurancePaid Legal Insurance

““UnbundledUnbundled”” Legal ServicesLegal Services

Legal Solutions Delivered by NonLegal Solutions Delivered by Non--LawyerLawyerProviders. E.g.,Providers. E.g., desktoplawyer.co.ukdesktoplawyer.co.uk andandmylawyer.commylawyer.com..

The Potential of the Net as aThe Potential of the Net as aPlatformPlatform

Lower costLower cost

ConvenientConvenient

Faster and better client experienceFaster and better client experience

Consistent with evolving consumer behaviorsConsistent with evolving consumer behaviors

DigitallyDigitally--based legal services that can scale andbased legal services that can scale andhave wide distributionhave wide distribution

InteractivityInteractivity

Try Before You BuyTry Before You Buy

Fixed PriceFixed Price –– Reduce the Risk of Buying LegalReduce the Risk of Buying LegalServices.Services.

Richard SusskindRichard Susskind’’s Theorys Theory

People will subPeople will sub--optimizeoptimize

People will use the solution that isPeople will use the solution that is ““goodgoodenoughenough””

People will substitutePeople will substitute ““legal informationlegal information””forfor ““legal serviceslegal services”” if it solves their problemif it solves their problemapproximately.approximately.

What are onWhat are on--legal services?legal services?

Digital solutions to solve legal problemsDigital solutions to solve legal problemsdelivered over the Netdelivered over the NetBy:By:

By Law firmsBy Law firms

By Legal Information Companies, e.g,By Legal Information Companies, e.g,MyLawyer.comMyLawyer.com, Inc., and Nolo.com, Inc., and Nolo.com

Communications and practice tools forCommunications and practice tools forclients through law firm Intranets.clients through law firm Intranets.

Legal Digital ProductsLegal Digital Products

Legal Information About CommonLegal Information About CommonSubjectsSubjects

Frequently Asked Questions Data BaseFrequently Asked Questions Data Base

Search EnginesSearch Engines

Diagnostic AnalysisDiagnostic Analysis

Document Assembly ServicesDocument Assembly Services

Automatic CalculatorsAutomatic Calculators --e.g. child supporte.g. child support

Reality checksReality checks

How much legal work can peopleHow much legal work can peoplerealistically do for themselves?realistically do for themselves? Especially poor, disadvantaged, lowEspecially poor, disadvantaged, low--

literacyliteracy

How much can technology realisticallyHow much can technology realisticallyhelp?help?

CanCan wewe realistically build smart, highlyrealistically build smart, highlyuseable, bulletuseable, bullet--proof software?proof software? Innate complexityInnate complexity

Exaggerated expectationsExaggerated expectations

Great variation atGreat variation at ““clientclient”” endend

Unlimited user ingenuityUnlimited user ingenuity

Things To PonderThings To Ponder

What willWhat will lawyeringlawyering be like in a worldbe like in a worldwhere lots of good quality legal assistancewhere lots of good quality legal assistanceis available free or cheap on the Web?is available free or cheap on the Web?

Will lawyers share the fate of travelWill lawyers share the fate of travelagents?agents?

How should we deal with the challengesHow should we deal with the challengesand opportunities?and opportunities?

Break Through InnovationsBreak Through Innovations

Rethink the entire business model:Rethink the entire business model:technology, distribution, pricing, workflow,technology, distribution, pricing, workflow,and organization.and organization.

Price dramatically less than thePrice dramatically less than thecompetitioncompetition –– 90% less.90% less.

World class in quality.World class in quality.

Produced, marketed, and used in manyProduced, marketed, and used in manylocales.locales.