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24hourworld2 Presentation Transcript

  • 1. Electronic commerce and the promise of a 24- hour societyDr. Derek Nicoll E-commerce and the promise of a 24-hour society Page 1 May 8th, 2002
  • 2. My main research project over the last 10years:The role and situating of new technology fromthe consumer perspective and experience:i.e. ‘smart’ products and new communicationssystems, shaping and in turn being shaped, by theroutines and practices of people in their everyday lifeat work and at leisure E-commerce and the promise of a 24-hour society Page 2 May 8th, 2002
  • 3. Research and other ProjectsCambridge Interactive Television Trial (1993-1997)Project Newspad (1995-1997)Design Council/Edinburgh University Management School ‘TowardsInformation Intensive Products’ (1996 - 1999)24hourworld Ltd. (1999-2001)ICSTM- NexTV - Developing New Business Models for InteractiveTelevision (2001-2002)I-Tv’96 use of web for advertising/booking (1996)I-Tv News - Online newsletter collaboration with CARAT - (1996-2001) E-commerce and the promise of a 24-hour society Page 3 May 8th, 2002
  • 4. Beyond technology - business Firms are broadening the range of products and services on offer-Emerging Outsourcing- Creating new value propositions- business and Strategic alliances- Becoming virtual organisations- organisational Extending global reach- Desire to get closer to customers- Customising products and services- trends Merging, acquiring and demerging- New competition from new entrants in established markets- E-commerce and the promise of a 24-hour society Page 4 May 8th, 2002
  • 5. Beyond technology - people The rise of the „24 Hour society‟ -Emerging Ever wider choice in goods and services- People‟s lack of time - markets Changing demographics - Individualism- societal, Ageing populations - Emphasis to adapt and assimilate ideas quicker- cultural and Demand for new experiences- Easier access to travel - consumer Wider exposure to global influences - New tastes, new habits- trends E-commerce and the promise of a 24-hour society Page 5 May 8th, 2002
  • 6. The user-consumer the four dimensions Use, who, what, why and when Usability - howUsability and Technology easy andusefulness - convenient tothe operate, howrelevance, intrusive, howbenefits, invasivepleasure andexperience Content & Connectivity Services Usage - periods, frequency, patterns of use E-commerce and the promise of a 24-hour society Page 6 May 8th, 2002
  • 7. Contextual usability - unpacking the use process USE USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USEFULNESS USAGE How valuable the product is and becomes The patterning of use shaped relevant to existing and evolving activities by contexts E-commerce and the promise of a 24-hour society Page 7 May 8th, 2002
  • 8. Contextual usability - unpacking the use process USE USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USEFULNESS relevant to existing and evolving activities E-commerce and the promise of a 24-hour society Page 8 May 8th, 2002
  • 9. Contextual usability - unpacking the use process USE resistance USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USEFULNESS How valuable the product is and becomes The patterning of use shaped relevant to existing and evolving activities by contexts E-commerce and the promise of a 24-hour society Page 9 May 8th, 2002
  • 10. Contextual usability - unpacking the use process USE resistance USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USAGE The patterning of use shaped by contexts E-commerce and the promise of a 24-hour society Page 10 May 8th, 2002
  • 11. Contextual usability - unpacking the use process USE resistance USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USEFULNESS USAGE How valuable the product is and becomes The patterning of use shaped relevant to existing and evolving activities by contexts E-commerce and the promise of a 24-hour society Page 11 May 8th, 2002
  • 12. Contextual usability - unpacking the use process USE resistance USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology USAGE USEFULNESS The patterning of use shaped How valuable the product is and becomes by contexts relevant to existing and evolving activities E-commerce and the promise of a 24-hour society Page 12 May 8th, 2002
  • 13. Contextual usability - unpacking the use process USE resistance USABILITY Individual and particular situations and circumstances How easy and satisfying the of use product is to access and use – qualities of the technology User experience USAGE USEFULNESS The patterning of use shaped How valuable the product is and becomes by contexts relevant to existing and evolving activities E-commerce and the promise of a 24-hour society Page 13 May 8th, 2002
  • 14. Considering ‘e’ fromthe user perspective What continues to be the basic value proposition of e-, t-, and m- commerce over traditional forms of commercial activity? E-commerce and the promise of a 24-hour society Page 14 May 8th, 2002
  • 15. The promise making convenient a vast variety of goods, information and services 24 Hours Making them everyday . . . through available multiple . . . from local - and where platforms - PC, TV, telephone, mobile appropriate - global devices, Microwaves? . . sources . E-commerce and the promise of a 24-hour society Page 15 May 8th, 2002
  • 16. *Technology within the rise of the 24-hour society(Kreitzman BT and First Direct study)* Users and businesses leveraging the opportunitiesof the global 24-hour world via the internet*An increased interest by technology developers ofusers’ everyday routines, tastes, habits and lifestylesover 24 hour cycles - the search for new uses forchips E-commerce and the promise of a 24-hour society Page 16 May 8th, 2002
  • 17. The driving force of anyeconomy is the allocation anddirection of scarce resources.In most economies to date thefocus has been on materialgoods . . . E-commerce and the promise of a 24-hour society Page 17 May 8th, 2002
  • 18. Where this was solely gold,precious stones, tea, salt ormoney . . . Now included isintangibles such as time:*That most enduring and pervasive human quality-unless we‟re bored we never have enough*Getting and maintaining people‟s attention (eyeballs) E-commerce and the promise of a 24-hour society Page 18 May 8th, 2002
  • 19. inform, entertain, buy, sell, advertise, procure, supply, connect,Deliver, develop, from contact, unite, the user perspective: affiliate, produce and manufacture eliciting, emphasising and many other and facilitating 24 hour activities opportunities to: currently practised in some other way, or yet to be known E-commerce and the promise of a 24-hour society Page 19 May 8th, 2002
  • 20. There are two basic ways in which to beginproviding for a “24hourworld”*The business systems approach: To create added value by re-engineering business processes and supply chains. Innovation hereconsiders how to automate and streamline procurement, ordering,manufacturing, supply and distribution. Benefit: Can lead to time andcost savings for firms and consumers. Problems: system may not meethe requirements or expectations of future users and partners*The consumer orientated approach: To endeavor to capture what peopleuse and do in their everyday lives at home and at work and to bring suchknowledge to bear in the design of new technologies and systems. Doneproperly this can lead to more „meaningful‟ „natural‟ (and thus moresuccessful??) technologies. Benefit: Can lead to new technologies andservices more sympathetic to the needs and requirements of people asthey conduct their everyday lives. Problems: can be difficult to elucidateimplicit user needs and requirements E-commerce and the promise of a 24-hour society Page 20 May 8th, 2002
  • 21. The problem of learning from the user-consumerAs with many new (radical) innovations there can be a difficulty inelucidating or even using user needs and requirements to guideinnovation:Regarding demand for new media: NO NEED NO USE (Punie, 1999)A recent survey carried out by Radio Rentals revealed that over 25% of Britonshad not heard of digital TV, 60% had not heard of set top boxes, and 80% didnot know that digital TV will eventually be phased out completely. E-commerce and the promise of a 24-hour society Page 21 May 8th, 2002
  • 22. - Adventure Demand for, and supply of, Food - Style - different goods, services Sports - information etc. across Kids - 24hour cycles Wellbeing - Local, globally or Gardening- temporally accessible News -Outside the home 24hours Edinburgh Within the home 24hours Cars - Property - Time one time zone, one person, their Products/services Axis - day, their Different products required over 24hour cycles „24hourworld‟ E-commerce and the promise of a 24-hour society Page 22 May 8th, 2002
  • 23. - Adventure Demand for, and supply of, Food - Style - different goods, services Sports - information etc. across Kids - 24hour cycles Wellbeing - Local, globally or Gardening- temporally accessible News - Within the home 24hours Cars -Frankfurt Property - Time one time zone, one person, theirProducts/services Axis - day, theirDifferent products requiredover 24hour cycles „24hourworld‟ E-commerce and the promise of a 24-hour society Page 23 May 8th, 2002
  • 24. *Increased technical performance has given rise to and prompted thedevelopment of software which takes advantage and utilizes newprowess. This creates a momentum which is to varying degreesindependent of any direct business or end-user need (i.e. Sharrock andAnderson, The user as a scenic feature of the design space and Grudin, . . .designers are less able to grasp "user logic", tending more to rely on more familiarand immediate "logics" that are useful in other problem-solving arenas, such assoftware or interface design problems.)*But the future suggests technologies which become „smarter‟ thusmore personal and intimate, this intrinsically drives the need for more(personal and intimate) knowledge of the prospective user, theirindividual differences, their idiosyncrasies. How are they to becodified and then represented by technical and service function?*consumer and market research policy is to large extent undevelopedcompared to technology acquisition and implementation E-commerce and the promise of a 24-hour society Page 24 May 8th, 2002
  • 25. Ongoing research:—How to assist managers to understand technology from the customer experience - its potentials and possibilities to organise, assist, surprise and delight important areas - banking, mobile ‘lifestyle’ technologies, flexible contracts—Most importantly; realise how human and socio-cultural trends - such as the rise of the ‘always-on’ society and the ‘24-hour world’ begin to ‘cocoon’ people. They drive new needs independent of and dependent upon emerging technology—Understand potential use value against richer and deeper understandings of possible and actual use contexts E-commerce and the promise of a 24-hour society Page 25 May 8th, 2002