The Individual in the Information Society: A Summary of Recent Developments

The Individual in the Information Society: A Summary of Recent Developments 30th Jubilee International Conference on Organizational Science Development Portorož, 23. March 2011 Hans-Dieter Zimmermann FHS St. Gallen, University of Applied Sciences, St. Gallen, Switzerland www.hdzimmermann.net This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 Switzerland License http://creativecommons.org/licenses/by-nc-sa/2.5/ch/

AgendaThe Web: From 1991 until todayGeneral Developments on different levelsEmergence of Electronic MarketsThe eCommerce PioneersThe Customer in the Center: eCommerce 2.0 Five conceptsConclusions 2

The World Wide Web – still a TeenagerDo you remember?There was a lifebefore the Web !The Web startedonly in August 1991 ! http://www.flickr.com/photos/27443865@N08/ 3

The E-Business Hype Cycle Seite 4

http://www.flickr.com/photos/27048731@N03/3764657489/ The Web DevelopmentsSeite 5

… and TodayThe Web is part of our daily life … at work, at home, on the road … as employer, as mom and dad, as consumer, a citizen, as patient, … basically in any role we can take … the respective infrastructures are availableEmergence of Web 2.0 and Social Media 6

http://www.flickr.com/photos/popoever/234877734/7

http://www.flickr.com/photos/fredcavazza/2564571564/

Web 2.0 and Social Media:It‘s not about tools and technology!It‘s about behavior!… on the Societal Organizational IndividualLevel http://www.flickr.com/photos/pigatto/332193181/ 9

Societal Level – (1) Facebook-/Twitter- Revolutions in the Arab World …http://www.facebook.com/photo.php?fbid=10150435486980651 http://www.facebook.com/photo.php?fbid=1850044009242 10

Facebook-/ Twitter - Revolutions … http://www.flickr.com/photos/syoung/3955230375/… the right term?No!Revolutions are initiatedby people who fight for their rightsbut …(Social) Media support people in terms ofcoordination, organizing, communication 11

http://www.facebook.com/home.php?sk=group_200863076591392&ap=1 „e-Egypt Party“

The fear of the mighty …http://www.facebook.com/photo.php?fbid=490028917075

Societal Level –(2) Open, transparent, participatory societiesThe Web as Enabler for eGoverment eParticipation eInclusion eDemocracy …… for new civil societies… (primarily) in western countries http://www.flickr.com/photos/oxfam/3982928597/ 14

Open Goverment: USAhttp://www.whitehouse.gov/open 15

Open Goverment: UKhttp://data.gov.uk/ 16

eZurich - eParticipation The eZürich Ideas Competition collected >600 ideashttp://www.ezurich.ch/en 17

City of St. Gallen – Social Media & eParticipationhttp://www.stadt.sg.ch 18

City of St. Gallen – MySG.ch A Facebook like community platform for citizenshttp://mysg.ch 19

Organizational LevelMajor steps of ICT application within andacross organizations 1960s Automation and improvements in efficiency Electronic Data Interchange (EDI) Interorganizational Syatems (IOS) eBusiness and Supply Chain Management (SCM) today Enterprise 2.0 20

Individual LevelMajor steps of ICT utilization through individuals Automated Teller Machines (ATM) 1980s Online Networks for Consumers Compuserve, Videotex, Bildschirmtext, Minitel, Prodigy, AOL, … Personal Computer (PC) World Wide Web (WWW) today Web 2.0 and Social Media 21

Individual LevelMajor areas of ICT utilization through individuals 1990s eCommerce Consumer eGoverment, e.g., eTax Citizen eHealth Patient eHealth 2.0 ePatient eDemocracy and eParticipation Citizen 2.0 today 22

A Major Trend on the Individual Level:Selftracking and Selfmonitoring (Personal Informatics)Individuals track personal data to monitor personal activities to share their data with Friends on social networks Doctors Enabling Self Management For people having chronic diseases For people to stay healthy and active 23

Selftracking and Selfmonitoring http://www.fitbit.com 24

http://www.fitbit.com Selfmonitoring Selftracking and http://blogs.forbes.com/kashmirhill/2011/02/25/adventures http://blogs.forbes.com/kashmirhill/2011/02/25/adventures-in-25 self-surveillance-fitbit-tracking-my-movement movement-and-sleep/

Selftracking and Selfmonitoring “ithlete - new heart rate technology that tells you when to train and when to rest” Calculates recommendations based on the Heart-rate variability (HRV)http://www.myithlete.com/ 26

The ePatient Equipped with the skills to manage their own condition. Enabled to make choices about self-care and those choices are respected. Empowered Engaged patients are engaged in their own care Equals in their partnerships with the various physicians involved in their care Emancipated Expert patients can improve their self-rated health status, cope better with fatigue and other generic features of chronic disease such as role limitation, and reduce disability and their dependence on hospital care. 27

Emergence of Electronic Markets or How it Began

Electronic Market HypothesisCACM paperJune 1987 Based onTransaction CostEconomicsMain idea:More market-likecoordination Malone, Thomas; Yates, Joanne; Benjamin, Robert I.: Electronic markets and electronic hierarchies, Communication of the ACM 30, 484-497 (1987) 29

Move to the Market - Hypothesis30 Malone, Thomas; Yates, Joanne; Benjamin, Robert I.: Electronic markets and electronic hierarchies, Communication of the ACM 30, 484-497 (1987) 484

A Pioneer: The Electronic Mall Bodensee (EMB)Bottom Up development of an electronic marketplace… understood as an open agora… with a strong regional focus… covering parts three countries (Austria, Germany, and Switzerland)... by regional initiatives. First electronicmarketplace in Europewith a strong regional focusFirst Online June 1995 31

Electronic Markets Newsletter SSCI listed journal September 1991 Vol 20 (2010) 32

Also the Bled eConference started in 1987 http://bledconference.org 33

The eCommerce Pioneers

1995 - AmazonStart as an Online booksellerToday: Online shopping center Market platforms for Consumers and Businesses

1995 - eBayStart as an Online auction based marketplace („flea market“)Today:marketplace for C2C and B2C Auctions Fixed prices New products 36

Changing Value Creation in the Digital Economy: Changing Value Creation Structures: New Intermediaries

New Intermediaries Changing Value Creation Structures:[Sarkar, Mitra; Butler, Brian; Steinfield, Charles: Intermediaries and ,38Cybermediaries, JCMC - Journal of Computer-Mediated Communication , ComputerVol. 1 (1995), No. 3]

Changing Value Creation Structures:New Intermediaries [Sarkar et al. 1995] 39

Changing Value Creation in the Digital Economy: Changing Value Creation Processes: The Integration of Customers into Value Creation

The Integration of Customers into Value Creation Supplier Wholesaler Retailer Customer Traditional Value Chain ‘Production’ Need Inter- Emerging Customers mediary Value Network Solution 41

The Integration of Customers into Value CreationeBay Individual as seller or buyer Through ratings the individual contributes to the business partner’s profile new responsibilityAmazon Evaluation of products Individual Recommendations Affiliate program … the individual as co-creator of services 42

The Customer in the Center: eCommerce 2.0

1. Comments, Evaluation, Recommendations, … Individuals can give feedback on any transaction Product related Business partner related 44

1. Comments, Evaluation, Recommendations, … 45

1. Comments, Evaluation, Recommendations, …[http://faz-community.faz.net/blogs/netzkonom/archive/2008/11/23/marketing community.faz.net/blogs/netzkonom/archive/2008/11/23/marketing-im-web-2-0.aspx]

[http://faz-community.faz.net/blogs/netzkonom/archive/2008/11/23/marketing community.faz.net/blogs/netzkonom/archive/2008/11/23/marketing-im-web-2-0.aspx]

http://www.flickr.com/photos/ross/3941293767/2. Social Software Engage people Connect peopleWeblogsMicroblogs (Twitter, …)WikisSocial Network Services (Facebook, LinkedIn, XING, …)… location based SNS (Foursquare, Gowalla, …)Social Bookmarking (del.icio.us, …) … for scholarly references (BibSonomy, CiteULike, Mendeley, …)Social Music (blip.fm, spotify, simfy, …)Social ShoppingSocial Media Sharing (Flickr, Youtube, …)SocialTV… http://www.flickr.com/photos/thbernhardt/2984100802/ 50

Social Software Options Matrix http://www.flickr.com/photos/vanderwal/3364627666/51

Social Software Value Matrix52 http://www.flickr.com/photos/ross/3486654131/

2. Social Software – Social Networks: FacebookCreate your communityhttp://www.facebook.com/adidasoriginals 53

3. CrowdsourcingUtilizing the intelligence of the massesOutsourcing of tasks Brainstorming, design, funding, … http://www.flickr.com/photos/beansandgrapes/4196948772/Examples spreadshirt.de Starbucks Idea (mystarbucksidea.force.com) IdeaStorm (Dell) (www.ideastorm.com) Library of Congress & Flickr (www.loc.gov/rr/print/flickr_pilot.html) … Platforms atizo.ch, bonspin.de, ideabounty.com, … 54

3. Crowdsourcing - Example www.thejohnnycashproject.com 55

4. Mass CustomizationCombining individualization of products and efficiencies of mass productionExamples Books (pegastar.com) Watches (121time.com) Shirts (dolzer.de) Parts (emachineshop.com) Sport shoes http://nikeid.nike.com 56

4. Mass Customization http://nikeid.nike.com/nikeidhttp://shop.adidas.de/miadidas mongolianshoebbq.puma.comhttp://www.miadidas.com/Main.action Seite 57

Mass Customization - Example58 http://www.myswisschocolate.ch/

5. The Long Tail

‚Web 2.0‘ – The Long Tail(Chris Anderson, 2004, www.wired.com/wired/archive/12.10/tail.html)The Three Forces of the Long Tail Force 1: Democratize the tools of production Force 2: Democratize the tools of distribution Force 3: Connect supply and demand

Conclusions

The role of the individual has changeddramatically in the last two decadesWeb 1.0: Individuals are at the end of theone-way digitalized value chainWeb 2.0: Individuals are able to activelyparticipate in value creation in differentstages Citizens, Patients, Consumers … are at eye-level with their partners … have to take responsibilities for themselves and for others … need media and information literacy 63

„Wir teilen Informationen undunterschätzen doch ihre Macht“(We share informationbut underestimate their power) Yasuhisa Hasegawa, Blogger from Tokio, Japan [FAZ.net 23.3.2011] 64

ContactHans-Dieter ZimmermannFHS St. Gallen University of Applied SciencesInstitute for Information and Process Management IPM-FHSTeufener Strasse 2, 9000 St. Gallen, SchwitzerlandTel. +41 71 228 7650hansdieter.zimmermann@fhsg.chwww.esociety.net , @FHS_eSocietywww.fhsg.ch/ipmwww.hdzimmermann.net, blog.hdzimmermann.net, @hdzimmermann

The Individual in the Information Society: A Summary of Recent Developments

by Hans-Dieter Zimmermann on Mar 23, 2011

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The Individual in the Information Society: A Summary of Recent Developments — Presentation Transcript