how is technology affecting society ? shiftalliance 091010
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This presentation expresses the shiftalliance viewpoint of how technology is a key enabler for meaningful value now, and will continue to be in the future. It was first shared at the ABAP advertisers conference in Belo Horizonte, Brazil in 09/10TRANSCRIPT
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
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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
% internet trafficDNS newsgroups
The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010
web
other
201020001990
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ftp
% 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
