Future of crowdsourcing and value

creation in different media

environments

Debate of Mindtrek/Academic Mindtrek 2013

2.10.2013

Chairman: Jari Jussila (TUT)

Panelists:

Pia Erkinheimo (Digile)

Markus Myhrberg (Lexia)

Janne Ruohisto (Intunex)

Tom Laine (Innopinion)

Moderators: Hannu Kärkkäinen (TUT), Mika Rautiainen (Oulu University)

Introduction: Professor Hannu Kärkkäinen

Tampere University of Technology

/ NOVI Research Center

Crowdsourcing concept

• Generally, broadly used to refer to the act of

“outsourcing a job that is traditionally

performed by e.g. an employee of a firm to an

undefined, generally large group of people”

• “Anonymous crowd”

– Just a bunch of incompetent randomly

selected people? Or

– Highly professional experts?

• Panelists’ view?

Growth of significance of

crowdsourcing for business?

• Already well-tested crowdsourcing models

exist

• Increase of professional firms that have

designed and promote crowdsourcing- based

options for working – also Finland

• Maturity of social media as an important

driver of crowdsourcing noticed in research

1.2.2014 3

Trends / future of

crowdsourcing? From…

1.2.2014 4

Crowdsourcing of

simple tasks from

consumers by

consumer firms

- raw ideas

- often marketing-

oriented

- no real in-depth

expertise

- generic types of

inter-

mediary

companies

- compensation e.g.

movie tickets etc.

…into…

1.2.2014 5

Crowdsourcing of

simple tasks from

consumers by

consumer firms

Highly

professional

tasks

B2B

crowdsourcing

Industrial

/ manufacturing

companies

Crowdsourcing of

new product

development tasks

- refined knowledge and

concepts

- product development

- oriented

- in-depth expertise of

various sorts (CAD,

software design and

testing, manufacturing

expertise,…)

- specialized inter-

mediary companies

(e.g. GrabCAD)

- compensation:

better products

career promotion

prof. reputation

…

…into…

1.2.2014 6

Crowdsourcing of

simple tasks from

consumers by

consumer firms ?

?

?

?