How is technology affecting society ? Shiftalliance 091010

helping business shift to the future

The Impact of Technology on Society3º Painel ABAP/MG10 September 2010

with planetsursustainable innovation, brand and engagement partner

Tim ParseyShari Novick

shiftalliance

What is the impact of technology on society?

Society is shifting ...

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introduction

consumer experience

business ecosystem

conclusion

The USA will represent 20% of new media dollars in 2008

ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of

business annually in the US

In 2012 the USA will reach about $3.1Bn in IPTV revenues

By 2013, one in four consumers in Western Europe will own a 3.5G

enabled phone

Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile

internet

Brazil will have 176 million mobile phone subscribers in 2012, up from

140 million in 2008

Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1

million in 2012

Brazil will represent 6% of new media dollars in 2008

By 2012 France will have more than $1.4 Bn in IPTV revenues

Egypt added 12.06 million mobile phone subscribers in 2007

Iran added 12.43 million mobile phone subscribers in 2007

There are currently fie English language newspapers in Dubai, UAE

Pakistan added 28.50 million mobile phone subscribers in 2007

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technology addiction

The USA will represent 20% of new media dollars in 2008

ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of

business annually in the US

By 2013, one in four consumers in Western Europe will own a 3.5G

enabled phone

Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile

internet

Brazil will have 176 million mobile phone subscribers in 2012, up from

140 million in 2008

Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1

million in 2012

Brazil will represent 6% of new media dollars in 2008

By 2012 France will have more than $1.4 Bn in IPTV revenues

Egypt added 12.06 million mobile phone subscribers in 2007

Iran added 12.43 million mobile phone subscribers in 2007

There are currently fie English language newspapers in Dubai, UAE

Pakistan added 28.50 million mobile phone subscribers in 2007

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In 2012 the USA will reach about $3.1Bn in IPTV revenues

technology addiction

The USA will represent 20% of new media dollars in 2008

ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of

business annually in the US

In 2012 the USA will reach about $3.1Bn in IPTV revenues

By 2013, one in four consumers in Western Europe will own a 3.5G

enabled phone

Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile

internet

Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1

million in 2012

Brazil will represent 6% of new media dollars in 2008

By 2012 France will have more than $1.4 Bn in IPTV revenues

Egypt added 12.06 million mobile phone subscribers in 2007

Iran added 12.43 million mobile phone subscribers in 2007

There are currently fie English language newspapers in Dubai, UAE

Pakistan added 28.50 million mobile phone subscribers in 2007

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Brazil will have 176 million mobile phone subscribers in 2012, up from

140 million in 2008

technology addiction

The USA will represent 20% of new media dollars in 2008

ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of

business annually in the US

In 2012 the USA will reach about $3.1Bn in IPTV revenues

By 2013, one in four consumers in Western Europe will own a 3.5G

enabled phone

Brazil will have 176 million mobile phone subscribers in 2012, up from

140 million in 2008

Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1

million in 2012

Brazil will represent 6% of new media dollars in 2008

By 2012 France will have more than $1.4 Bn in IPTV revenues

Egypt added 12.06 million mobile phone subscribers in 2007

Iran added 12.43 million mobile phone subscribers in 2007

There are currently fie English language newspapers in Dubai, UAE

Pakistan added 28.50 million mobile phone subscribers in 2007

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By 2013 one in four consumers in Western Europe will own a 3.5G

enabled phone

technology addiction

the naturalsnearly 1/3rd world population (1.8 bil) < 15 yrs old

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What is it About Twenty-Somethings?, The New York Times

empowered by technology

digital natives only know media (music, tv, film) as digital

screen shifting instantly available, anytime, anywhere, on any device, continuous, free/low cost, untethered

mashable choice an ever-expanding range of entertainment and lifestyle choices

*The Pew Internet & American Life Project on the Social Impact of the Internet; Futuretainment by Mike Walsh

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*Futuretainment by Mike Walsh

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open to ideasglobal culture access Hollywood and Bollywood, UK music

scene, Korean pop culture, Hong Kong celebs

wider worldview web cuts across national borders and broadens perspectivesEnglish as a second language

*The Pew Internet & American Life Project on social impact of the internet, focusing on topics including health, teens, and broadband; Futuretainmentment by Mike Walsh

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engaged in new media ecosysteme.g., in China:

net is primary form of entertainment

200 mil+ chat regularly on social nets

80+ mil blogs

20 hours of video uploaded to YouTube

14,564 tweets made on Twitter

approx 10.5 mil songs illegally downloaded

2,300 new Wiki entries created

175+ mil Facebook users log on

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every minute

every hour

every day

… intensely

evolution of the web

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video

web

other

201020001990

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p2pftp

email

% internet trafficDNS newsgroups

The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010

web

other

201020001990

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ftp

email

% internet trafficDNS newsgroups

video

p2p

The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010

web 1.0 took control from vertically integrated media

newspapers

traditional advertising

music labels

The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010

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web 1.0

but over time web proved a poor ad medium

audiences grew the stalled

35% of media time online: 12% ad dollars TV 35% media time: 40% ad dollars

consumers not motivated by display ads( only 16% click on them )

“you have to be Google to make money”

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web 2/3.0

Wired magazine Sept 2010: The web is dead

discouraged attention to build brands right

No sophisticated branded experiences

web audiences grew, while quality of audience degraded

traditional marketers/agencies a minority

content companies gave up experimentation as the recession hit

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web and brand building

Wired magazine Sept 2010: The web is dead

FacebookTwitterThe New York TimespodcastRSS reader

today’s is an app vs a web experience

It’s less about browsing, its more about getting!

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Skype callIM chatPandoraXboxNetflix

web trends: all about apps

Wired magazine Sept 2010: The web is dead

proprietary platforms winning, delivering richer experiences

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Facebook• simpler, more compelling UX, elegantly designed and more

habit forming place• ½ bil users; largest web site ever• now a parallel world to web in terms of sheer time spent

Apple• iPad: sophisticated integration of UX, content and media• iTunes: consumers willing to pay for the design integration/no

hassle experience• iPhone is a cult

web trends: apps better solutions

Wired magazine Sept 2010: The web is dead

journey to proprietary experiences: top 10 web sites

2001

31%

2006

40%

2010

75% Compete/web analytics

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proprietary apps

Wired magazine Sept 2010: The web is dead

high consumer experiences win

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Wired magazine Sept 2010: The web is dead

web trends

ad supported free content to freemium and subscriptions

from crude to sophisticated rich media brand building mediums

ongoing p2p, e-comm, free company information

technology is enabling more meaningful business experiences

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big business more effective

marketing 2.0: push > pull > push

web sites > engagement platforms

advertising > predictive sales and marketing

flatland > loopworld

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big business more impactful

new frontiers for innovation

IP innovation

information-driven innovation

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big business more transparent

‘transparency’ and collaboration driving

break down of corporate walls

greater accountability

co-creation

open innovation

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big business more effective

next generation demands ‘meaningful work’

‘people want to work where they share values & ethos’

Just Good Business, The Economist,1.17.08

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big business more effective

WSJ declares‘The End of Management’

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small business more impactful

explosion of entrepreneurs

low barrier to entry

huge engine for job creation (mature markets)

rise of social enterprises

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impact in new markets

bottom of the pyramid

microcredit (South Asia, Africa, Latin America)

agriculture (e-Choupals in rural India)

market-specific products

venture capital

business-community partnerships

*Fortune at the Bottom of the Pyramid, C.K. Prahalad and Stuart L. Hart

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impact in new markets

bottom of the pyramid

impact of mobile phones on African/developing economies

technology enables consumers be

+more openmore engagedmore empowered

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but also causes consumers to be

never switched offconstantly distractedinvasion of privacysocial isolation

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-

technology enables business to be

+more transparentmore effectivemore impactful

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technology forces business to

be hyper-competitivespur creative destruction disrupt markets

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-/+

meanwhile … society is shifting

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the rise of conscious capitalism power of spirituality

dawn of conscious capitalism

leading from the middle

spirituality in business

values-driven consumer

wave of conscious solutions

socially responsible investment boom

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Megatrends 2010: How Seven New Trends Will Transform How You Work, Live and Invest” by Patricia Aburdene

conscious consumersgreen

de-materialism

social responsibility

seeking meaning

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meaningful valuethe new value driver in business

so … what is the impact of technology on society ?

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it enables the creation of meaningful value for all stakeholders

introduction

consumer experience

business ecosystem

conclusion

Maslow’s hierarchy of needs

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radically low prices; largest selection

free video chat globally

companies bid for your travel needs

buy flight time by the minute from your phonebasic

low cost

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basic

easy access

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put the world at your fingertips

anything made from ‘garage manufacturing’

find pen pal to teach you their language

eBooks outsell hardcover books

basic

efficiency

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never get lost + explore more freely

be your own real estate agent

eliminate phone trees

personal

entertainment/ interactivity

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any TV anytime personal digital dashboard

future interactivity

personal

relevance

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your personal radio stations location based Berlin street art info

Grandparent community online

personal

insight & discovery

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values based matchmaking smart grocery shopper

dare to live healthily loyalty rewarded friend based city guide

personal

insight & discovery

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purchase habit based grocery shopping private shopping club / social networking

personal

learning & understanding

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customized learning based on learning style

no risk stock trading

games that teach cultures when you need that human touch

personal

personal expression

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gestural 3D avatars design your own one of a kind

Katie Costello discovered on YouTube

personal

achievement/ dreams

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tricks and tips to get you through lifedetermine whether you should do

something

inspiration for your life dreams when you need that human touch

personal

socialization / communities

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you know about this .. communities for the seriously ill

farmers forming communities online community for grandparents

community

personal

socialization / communities

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find others with (niche) interests new forms of engagement

community

HBR predicts every bank will have own P2P network within 5 years.

Transactions between families and friends using social currencies, like recommendations

new social currencies

personal

sharing

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daily sharing can be normal share your wifi

community

personal

contribution

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user generated reviews wedding guests as wedding photographers

community

crowdsourcing helps governments crowdsourced knowledge

personal

collectivism

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getting FIFA to the world cup

community

society

social causes

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Nike’s virtual to physical messaging giving integrated into core biz model

turning goodwill into social causes

society

green

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Helping reduce # of cars on the road get paid to recycle

Dawn helps remove oil spill oil

introduction

consumer experience

business ecosystem

conclusion

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technology enabled labor sources technology enabled labor sources

on demand talent agenciesApple’s quick build of the app developer

ecosystembasic

easy access

my man in india

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distributed work gets easy

basic

easy access

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micro loans for entrepreneurs social finance

basic

support services

outsourced accounting outsourced legal

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companies bid for your shipping needsbasic

easy distribution

world barter systemspecialized distribution + community

development

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the worlds resume clearing house

personal growth

jobs, contacts and opportunities easy online access to Ivy league

personal

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iPad illustrates product experience over big campaigns

Obama voted best marketer of the year

2 way dialogue

Coke’s experiential social media in Israel

celeb twitter audience bigger than CNN

community

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from web sites to engagement platformsthrough social advocacy with

social media

brand tribes

from heritage authenticity through storytelling vs. messaging

community

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the truth behind the brands

transparency

“unacceptable not to share what you know”

it must be safe to tell the truth

community

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crowdsourced creativity new frontiers for crowdsourced creativity

open innovation

where seekers and solvers meet crowdsourced creative

community

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open innovation

crowdsourced social innovation

community

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legally instituted conscious business

Tide brings loads of hope new colleges for tech+social needs

society

CSR

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Herman Miller. walking and talking green

Fiat innovates eco-drive for your fleet

green to the core

society

green

introduction

consumer experience

business ecosystem

conclusion

technology has made business / societymore openmore informedmore enabledmore impactful

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society

basic

personal

community

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technology has enabled a greater focus on meaningful value creation

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technology has made meaningful value for all stakeholders a competitive requirement

basic

personal

community

society

so … what is the impact of technology on society ?

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basic

personal

communitytechnology is helping make societymore meaningful

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society

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how will you operate in this shift ?

helping business shift to the future

the following slides give a brief introduction to shiftalliance

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we research best practices for meaningful value across industries

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we research best practices for meaningful value across industries

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we research best practices for meaningful value across industries

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offerecosystem consumerspartners

our best practices for meaningful value focus on the whole business model

offerecosystem consumerspartners

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we have best practices for value creation which is meaningful to individuals

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offerecosystem consumerspartners

value which is meaningful to communities

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offerecosystem consumerspartners

and value which is meaningful to the earth

consumerspartners 290+best practices

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we have established a number of best practices for meaningful value so far

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we use these best practices as we consult with our business clients,to transform them from limited meaningful value creation

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to fully optimized meaningful businesses,which are highly effective, thriving, and competitive.

ReferencesBank 2.0 by Brett KingContagious MagazineFortune MagazineFuturetainment by Mike WalshUmair Haque (many Tweets, blog posts)Strategy + BusinessThe New York TimesThe Wall Street JournalWired

Contributors Ben Auld/Sterling BrandsRobert Gibraltar/Urtak: ex- Avon WorldwideJared HendlerLuis Rueda, NikeNicolas Piris/JWTRitaSue Siegel & Jessica Carey/RSSRRishad Tobaccowalla/Denuo Group

helping business shift to the future

helping business shift to the future

tim@shiftalliance.comshiftalliance, seattleshari@planetsur.comshiftalliance, new york