Documenting the Future Present Dr Stephen Dann

Background 1993: Wired 1.3 “ This web thing. It’s going to be big” 1994: “Contemporary Issues in marketing” “ It’ll never catch on” complain students

1993: Wired 1.3

“ This web thing. It’s going to be big”

1994: “Contemporary Issues in marketing”

“ It’ll never catch on” complain students

Midground 1998 Strategic Internet Marketing 1.0 2001 Strategic Internet Marketing 2.0

1998

Strategic Internet Marketing 1.0

2001

Strategic Internet Marketing 2.0

Internet Book are SRS Business

Book lag is not measured in milliseconds Contract July 2006 Manuscript: July 2009 On shelves for a 2011 class.

How to deal with it all?

Future-proofing is akin to fool-proofing

Future-proofing is akin to fool-proofing

3 Future Proofing Lessons Half-life not Shelf life. Soft Technology Predictions future development of nascent technologies possible resolution of contentious issues intellectual property privacy DRM issues Assume the worst 10% survival rate Tricks

Half-life not Shelf life.

Soft Technology Predictions

future development of nascent technologies

possible resolution of contentious issues

intellectual property

privacy

DRM issues

Assume the worst

10% survival rate

Write the Future 1. Follow the people 2. The old internet is not the new internet 3. Be radical Doing what fits best, rather than what has always been done, is the radical approach advocated by the Internet Randall, D. 1997, ‘Consumer strategies for the Internet: Four scenarios’, Long Range Planning, vol. 30, no. 2, pp. 157–68.

1. Follow the people

2. The old internet is not the new internet

3. Be radical

Doing what fits best, rather than what has always been done, is the radical approach advocated by the Internet

Right the Future 4. Be robust Get knocked down, get back up again Drink a whiskey drink, Drink a cider drink, Drink an energy drink, Drink another energy drink 5. Focus on the markets if you’ve got what they want, they’ll find you.

4. Be robust

Get knocked down, get back up again

Drink a whiskey drink,

Drink a cider drink,

Drink an energy drink,

Drink another energy drink

5. Focus on the markets

if you’ve got what they want,

they’ll find you.

Where’s the future at?

1. Follow the people Innovators are through Early adopters are passing Here comes the early majority

1. Follow the people

Innovators are through

Early adopters are passing

Here comes the early majority

2. The old internet is not the new internet It’s newer, slower, less stable and we couldn’t love it more if we tried.

2. The old internet is not the new internet

It’s newer, slower, less stable and we couldn’t love it more if we tried.

3. Be radical Produce something someone wants at a price you both can afford to maintain

3. Be radical

Produce something someone wants at a price you both can afford to maintain

4. Be robust Less Market Stability More Financial uptime

4. Be robust

Less Market Stability

More Financial uptime

5. Focus on the markets Solve problems Create new and wonderful problems.

5. Focus on the markets

Solve problems

Create new and wonderful problems.

Above all else… Have fun Enjoy the Internet as a wildly chaotic landscape while it lasts before it settles down, grows up and becomes as staid and sober a medium as television or radio

Dr Stephen Dann @stephendann [email_address] www.stephendann.com