IE Business School Essay

Daria Aleshina

Future of Social Interaction

Future of Social Interaction_Daria Aleshina.pptx

How do you imagine social interaction within 10 years, taking into consideration the impact of technology on human relations?

People might use GOOGLE glasses

in the future, but…

…what about privacy

concerns?

May virtual interaction replace

personal? Will people still want to meet

offline?

Are there any limitswhere technology will stop impacting

relationships between people?

I need to point out key elements that

future human relations will depend on!

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Future of Social Interaction_Daria Aleshina.pptx

Our abiliuty to continue to let technology shape the way we communicate will be dependent on several key factors

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The technology itself

Our need for privacy

Our need for “traditional interaction”

Limits to Technological Adoption in Social Interaction

Technological Acceptance Curve

Time

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As technology develops, our willingness to adopt may

marginally diminish

Future of Social Interaction_Daria Aleshina.pptx

Technology will be one factor determining how we will communicate in the future

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Whilst technology will underpin development, technological advancements will mainly consolidate and enhance current applications and uses

Implications for the User

Meaningful technological advancements will continue to require significant R&D and capital investment. This will increase barriers for new providers and increase joint ventures and mergers to jointly fund investment –the market will consolidate the same way that media has consolidated significantly

*Source: http://www.ritholtz.com/blog/2012/07/media-consolidation-the-illusion-of-choice-2/

90% Media Ownership in US*

1983(50 companies)

2011

(6 companies)

Faster and better quality applications, however, based on similar functionality

Better targeted marketing (through data triangulation, use of meta data and algorithms)

Limited choice and platforms among communication providers with platforms offering same / similar functionality. For example:

Facebook and Skype combining to allow video communication through the Facebook application

Facetime and other Apple products offering similar functionality as Skype, What’sApp etc.

Incumbent communication providers will strengthen in terms of market share, market direction resulting in reduced choice and content

Future of Social Interaction_Daria Aleshina.pptx

Other factors will include users‘ privacy concerns...

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New applications are most likely to require additional user information due to:

Increasing value to the user by making information more targeted

Increased advertising value and revenue through better consumer profile and segmentation

(extension of current business model)

Communication providers partnering with other entities (commercial and government) through

selling data or providing data for security concerns

… limiting adoption or decreasing patronage

* http://www.examiner.com/article/facebook-nearby-friends-benefits-may-not-outweigh-privacy-concerns** http://abclocal.go.com/kabc/story?id=9505362*** http://siliconangle.com/blog/2014/05/13/dont-be-scared-of-big-data-just-be-careful/

Future of Social Interaction_Daria Aleshina.pptx

...and our ability and need to traditionally interact

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The need for traditional interaction

Humans have evolved to need traditional, face-to-face communication

As we gave built expansive social networks online, the depth of our networks offline has decreased.

New technology will need to aim at maintaining the human experience, and digital networks – at helping people build better “real life” connections.

The more smoothly people can transition back and forth between their communities online and their communities in real life, the argument goes, the less lonely everyone will be.

* http://www.forbes.com/sites/womensmedia/2012/05/24/text-or-talk-is-technology-making-you-lonely/**http://margiewarrell.com/connected-alone/

Future of Social Interaction_Daria Aleshina.pptx

Therefore, in 10 years, the way we interact will not change significantly from what we have now

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In 10 years, social interaction might not completely change as technological developments will reach their peak

By that time, technology must adopt to excising limits and find the balance between keeping private information secure, enhancing the quality of existing tools, and encouraging “real life” communications

Future of Social Interaction_Daria Aleshina.pptx

THANK YOU FOR CONCIDERING MY APPLICATION!

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