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Informed Individual description


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This presentation describes the backround and purpose of the organisation Informed Individual

This presentation describes the backround and purpose of the organisation Informed Individual

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  • Transcript

    • 1. Øystein Jakobsen, 02.04.2008
    • 2. In the world today, bad things happen
      • Animal cruelty
      • Human rights violations
      • Climate change
      • Deforestation
      • Species extinction
      • Child labour
      • Pollution
      • Etc..
    • 3. People are concerned
      • Ideological organizations
        • Save the Children, Amnesty
      • New business areas
        • Recycling, Solar panels, Wind power, Bioethanol etc
      • Ethical strategies from companies
        • Toyota, Coop, Google, Cultura, Storebrand
      • Media attention
        • 60 minutes, documentaries, articles
      • From a human standpoint, we need to adress these issues
    • 4. Who can do something about it Bodies The individual
        • Governments :
        • Mission: To govern a country
        • Does this according to a mandate approved by the voters or the military
        • Power is granted by the individual through voting or soldiering
        • Means of influence towards governments:
        • Voting for a party
        • Lobbying, adressing media etc
        • Following orders or tasks
        • Not voting for a party
        • Refusing orders or tasks
        • Protest, civil disobedience, resistance
        • Companies:
        • Mission: To maximise profit
        • Does this by selling products and services
        • Power is granted by the individual through purchasing products and services
        • Means of influence towards companies :
        • Purchasing products and services
        • Choosing which company to work for, how to work
        • Not purchasing products or services
        • Strike, refusing tasks, resignation
    • 5. Example: The consumer
      • Many of the worlds problems can be tied to companies
        • which get their power from the consumer
      • If people care, why do they buy products from "bad" companies?
        • Most people would not endorse child labour
        • People endorse child labour by purchasing chocolate made by children
      • The information gap between the action of buying chocolate and supporting child labour is too great for the individual to accept responsibility
      • The individual needs information to act responsibly
    • 6. How the individual is being informed today
      • Labelling
        • Ecological products
        • Fair trade
      • Internet
        • Wikipedia, Blogs
        • Amnesty
      • Rankings
        • Covalence
        • DJ Sustainability Index
      • Education
        • Universities
        • Kindergarten
      • Media
        • NY times
        • Al Jazeera
      • Marketing
        • TV Commercals
        • Product placement
    • 7.
      • Watchgroups, journalists, labelling, marketing
      • Collects information
      • Interprets the information
      • Presents the results through labelling, marketing, newsreports etc
      Fact What company does what and how, purchases from where, etc Individual Decides if he wants to trust the source, if the information is relevant, if it is available
    • 8. Problems with existing information models
      • Combines information, interpretation and distribution
        • The power is in the hands of the one controlling the media
      • Amount of information
        • There is simply too much, amount grows exponentially
      • Availability of information
        • Information may not be available at a time when the individual buys a product, votes, performs a task etc
      • Lack of transparency
        • Corporations, daughter companies, sub-brands, hedge-funds, offshore accounts - not very easy to keep track
      • Does not involve the value chain
        • What about sub-contractors, logistics suppliers, power suppliers?
      • Does not engage the individual
        • Except for UGC, the individual is passive and not contributing
    • 9. Fact Where products are manufactured, how politicians have voted etc Contributor Collects and posts information Filter engine Interpretation layer processing requests Application Individual Uses the system Application Filter manager Creates and manages filters Datastore Stores and connects the information Filter store
    • 10.
      • A contributor collects information
        • Events
        • Food tracking
        • Product catalogs
        • Production methods
        • Public company information
      Information collection Contributor Datastore Filter engine Application Application Fact Individual Filter manager
    • 11.
      • The contributor posts information to a datastore in a quantitative form
        • The information is transformed to numbers and indexed.
        • It is now possible to systematicially weigh, categorize, index (…) information. Can also contain text, video, references etc
      Information contribution Fact Contributor Filter engine Application Application Datastore Individual Filter manager
    • 12.
      • A Filter manager creates a filter
        • Which contributors to trust
        • What topics are important
        • Weighting of information
        • etc
      Filter creation and management Fact Contributor Datastore Filter engine Application Individual Application Filter manager
    • 13.
      • An individual chooses filters
        • Represents that individuals values and interests
        • Can have several filters in combination
        • Can subscribe to, create, personalise and share filters
      Filter subscription Fact Contributor Datastore Filter engine Application Application Filter manager Individual
    • 14.
      • The individual is presented with relevant, aggregated information through 3rd party applications
        • Lots and lots of possibilities
      Information presentation Fact Contributor Datastore Filter engine Application Application Individual Filter manager
    • 15. Regular manufacturing Regular rating
    • 16. Palm oil bioethanol production Poor rating
    • 17. Sustainable bioethanol production Good rating
    • 18. Regular manufacturing Regular rating
    • 19. Hydroelectric powerplant Good rating
    • 20. Hydroelectric powerplant Poor rating
    • 21.  
    • 22. Menu Visual search Search Searching… Menu 16% Manufacturer: Nestlé Product: Lion New search Fair Trade 12% WWF - Nor-Watch 20%
    • 23. Examples of applications
      • Presentation
        • Personalised newspapers or RSS giving you relevant news
        • A Firefox plugin shows ratings of companies or products you see
        • Digital price tags in stores has the current store rating
        • Informing you of political parties with values matching your own
        • Internet marketing skips ads from irrelevant vendors
        • You touch your phone to a pack of pork chops in the store, and the screen displays a smiley-face (Barcodes)
        • You get personalised newscasts when watching TV or listening to radio
      • Contribution
        • Taking pictures with your phone, categorizing and weighting it with a mobile app and sending it in
        • Posting anonymously through encrypted web forms
        • Import from or cached connection with other databases
    • 24. Benefits of this model
      • Separates information, interpretation and distribution
        • Shifts the power away from media to the individual through trust
      • Can handle any kind of information at any granularity
        • Can rate anything from whole countries to food ingredients
      • Information is available and understandable
        • Aggregation and presentation through 3rd party makes info available (immediacy)
      • Anyone can contribute
        • Grants an uncencored, unbiased system where the user can choose
      • Manipulation of ratings is virtually impossible
        • The filter manager is watching and can adjust continually
      • Engages the individual
        • Potentially changing behaviour
      • Potentially a powerful tool for democracy
        • Democracy is dependant on free speech and informed voters
    • 25. Example consumer effects after critical mass
      • Products and services with bad ratings will sell less
      • Stores, distributors etc will be reluctant to sell products with bad ratings
        • Since this will affect their own rating
      • Companies will be reluctant to purchase raw materials, products and services from other companies with bad ratings
        • Since this will affect their own rating
      • Companies with good ratings are more attractive to employees
        • Especially since students are generally interrested in ethical issues
      • Investors are less likely to invest in companies with bad ratings
        • Both because it may be a poor investment and because they are also individuals
      • Government contracts and investments funds are likely to incorporate minimum ratings
    • 26. Business opportunities
      • Personalised services based on filters
      • New marketing models
      • New search and distribution models
      • Matching services (eg. employers and employees)
      • Understanding the information model to gain high ratings
      • Social Networking and Community effects
      • Consultancy for companies to gain higher ratings
      • New compliancy tools and services
      • Increased mobile usage
    • 27. Is it possible to realise?
      • Technical implementation
        • Possible with existing tehcnology:
        • Datawarehouses and API's
        • SDK for 3rd party app. dev.
        • Authentication and security
        • Indexing and search
      • Rules governing the system
        • Developing the logic of quantifying qualitative data, correlations between companies etc will be a matter of effort (continual)
        • Must be done in an open and credible manner, allowing for dynamical change
      • Getting people to use the thing
        • Ethically concerned interest groups such as Covalence are likely to contribute
        • Social networking, marketing and media attention will increase usage
    • 28. Identified pilot candidate
      • Set up server with database and filter engine
      • Create contributor and enter data in database
        • Use EAN, barcode standard in EU. EPN database for groceries in Norway
        • Either enter data manually (easiest), connect to or copy existing database
      • Create filter
        • Create filter based on, has ethical ratings for companies
        • Create a filter for allergics about which products are OK and which are not
      • Create user management
        • Web page where you register, including mobile number
        • Choose filters for that user
      • Create mobile client and web interface
        • A mobile client where you enter EAN, it performs a request and you get a percentile result or smiley. Client can include a camera barcode reader
        • Web form doing the same
    • 29.
      • The continual flow of information
        • Continual development of rules and applications
        • Continual evolution of filters and their adoption
      The system will evolve Fact Contributor Datastore Filter engine Application Individual Application Filter manager
    • 30. How to proceed
      • Present the model to interested parties
        • Interest groups such as EFN, Friprog
        • Business players such as Opera, Coop, Sun
        • Organisations working with health, innovation, consumer rights etc
      • Set up a proof-of-concept
        • Create a pilot with basic design and rudimentary rules
          • Open source would be preferable
        • Get a handful of developers to contribute
          • Part-time or full time, community based approach preferable
        • Insert some data, a few filters, and application and we are gtg
      • Discuss organisational type
        • Non-profit organisation which governs the system and the rules (the blue boxes), regular companies can capitalize in application layers (red)
      • Note - one single actor could create such a system for his own interests, but that would devalue credibility and neutrality
    • 31. Related activities
      • Ethical ratings
        • Covalence
        • Truecost
      • Data availability
        • HP presents open info on its entire value network
      • Tracking
        • TraceTracker tracks food products down from separate ingredients to store
        • Tradesolution Norway has EPN database over EAN groceries numbers
        • EPCIS standard for product description
      • TopicMaps and Semantic Web
        • How to tie knowledge together and make sense of it
      • Others - loads of others
    • 32. Current status
      • Mozilla, Sun and Friprog have noted their interest
      • Freecode have given commitment and are active participats
      • Registered domains
        •, and
      • Action points:
        • Submit organisation registration within May 5th
        • Set up server with project tools etc within May 5th
        • Have working proof-of-concept pilot within May 19th
    • 33. Thank you for your attention
        • Øystein B. Jakobsen
        • [email_address]
        • +47 9283 0070