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A look at the ways in which openness of all kinds can benefit businesses.
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2. good news, bad news
bad news
3. blown to bits
4. from an analogue world to an analogue + digital one analogue to digital media
5. video tapes to DVDs 6. books to ebooks 7. the rise of the digital
8. digital has been with us *longer* - since the beginning of life 9. digital DNA
10. this is a *digital* code:
11. C -> 01 12. G -> 10 13. T -> 11 CGGTATAAT -> 011010110011000011 14. life is digital
15. only digital information can be repeatedly copied faithfully 16. the re-invention of digital
17. humans only got there about 70 years ago 18. specifically, Alan Turing got there about 70 years ago with his description of a Turing machine 19. there is only one computer
20. they can run any software written for any computer 21. there is only one computer revolution
22. digital's 0s and 1s do not come in different flavours 23. increase in speed, increase in capacity, decrease in size, decrease in cost affects *every* application of computing, not just one corner of it 24. there is only one Internet revolution
25. improvements in transmission speed and reductions in cost apply to *all* digital data that flows across it: there is no discrimination 26. this is the essence of Net Neutrality 27. the race to the bottom
28. the cost of processing anything, storing anything and transmitting anything, tends ineluctably to zero 29. of CDs...
30. because it was impossible to copy the CD's 700 Mbytes of data: the 1983 IBM PC XT had a 10 Mbytes hard disc less than one song 31. similarly impossible to share it across the Internet: the Hayes Smartmodem, released in 1981, had a speed of 300 bits/s about 400 hours to upload one song 32. ...and MP3s
33. used clever tricks to reduce music file size to 10% of original reduced time to upload file by factor of 10 34. modem speed then 14.4 Kbit/s less thanone hour to upload/download one MP3 song: slow, but possible 35. today
36. P2P networks like BitTorrent make it even easier to distribute those files and share them in the background 37. 1 Terabyte hard disc (1000 Gbytes) costs 50; stores 150,000 MP3s 38. tomorrow
39. a 1 Exabyte hard disc (1000 Petabytes) will cost 50 and store every film ever recorded 40. the race to the bottom will be over 41. absolute zero
42. what does this mean for business? 43. DRM: less than zero
44. DRM will always be broken at least once 45. DRM makes digital content less valuable than freely-available versions without it 46. digital content with DRM is actually worth *less* than zero 47. the law is an ass
48. worse: many surveys show that unauthorised downloaders spend *more* on content - they are actually your *best* customers 49.
50. the only option is to *embrace* it 51. not surprisingly, first to do so was the world of computing 52. free software/open source 53. GNU/Linux 54. what's GNU?
55. GNU is GNU's Not Unix - a recursive acronym 56. one man's attempt to create a free version of the leading Unix operating system 57. a change of heart
58. in March 1991, 21-year-old student Linus Torvalds started writing one just for fun in his Helsinki bedroom 59. key inflection was August 1991, when he opened up his Linux project using the Internet 60. opening up
bottom-up
collaboration easy
scalable
61. Linus' Law
62. different people approach a problem in different ways 63. adding more people increases the probability that someones approach will match the problem in such a way that the solution is obvious (shallow) to that person 64. power, economy, reliability
Google runs its services on millions of servers running Linux
Android mobile phone system runs on Linux
65. launched November 2007 66. billion-dollar business
main products
67. Jboss Enterprise Middleware services
68. technical support 69. training & certification 70. easy as nails
71. $5 download all 36 tracks 72. $10 2xCD with 16-page PDF booklet 73. $75 Ghosts I-IV in a hardcover fabric slipcase containing: 2 audio CDs, 1 data DVD with all 36 tracks in multi-track format, and a Blu-ray disc with Ghosts I-IV in high-definition 96/24 stereo and accompanying slideshow 74. but that's not all... 75. $300 deluxe edition
76. separate, large, enhanced fabric slipcase containing 3 embossed, fabric-bound, hardcover books
77. Book 2: 48 pages of photographs 78. Book 3: two exclusive art prints 79. sold out
80. limited to 2,500 copies 81. gross income $750,000 82. getting personal
83. $500 mentions customer's name in instrumental track; $1000 song written personally for customer 84. $5000 comes to your house and sings for you and friends; $10,000 - *you* get to sing on her CD 85. open opportunity
86. make money in different ways 87. but sharing digital content also brings other big benefits that can save and make money 88. open innovation
89. offer critiques of your ideas, plus their own 90. allows collaboration with companies on pre-competitive work 91. open marketing & sales
92. best kind of marketing: word-of-mouth recommendations to friends and family 93. allows try-before-you-buy 94. open products
95. openness allows greater customisation
digital abundance makes new kinds of revenue streams based on scarcity possible
96. analogue goods 97. open culture
98. encourages other companies to do the same 99. encourages other open projects
increases the knowledge commons 100. encourages open government 101. generates new business opportunities 102. open society
103. more creative 104. more innovative 105. more efficient 106. more sustainable 107. more fair 108. more happy 109. more safe 110. openness is inevitable
111. the choice is between exploiting the resulting digital abundance by opening up... 112. ...or watching your competitors do it first and maybe closing down 113. a binary choice
114. twitter.com/glynmoody 115. identi.ca/glynmoody 116. opendotdotdot.blogspot.com