1. 'Electronic
commerce and the
promise of a 24-
hour society'
Dr. 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 10
years:
The role and situating of new technology from
the consumer perspective and experience:
i.e. ‘smart’ products and new communications
systems, shaping and in turn being shaped, by the
routines and practices of people in their everyday life
at work and at leisure
E-commerce and the promise of a 24-hour society Page 2
May 8th, 2002

3. Research and other Projects
Cambridge Interactive Television Trial (1993-1997)
Project Newspad (1995-1997)
Design Council/Edinburgh University Management School ‘Towards
Information Intensive Products’ (1996 - 1999)
24hourworld Ltd. (1999-2001)
ICSTM- NexTV - Developing New Business Models for Interactive
Television (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 - how
Usability and
Technology easy and
usefulness -
convenient to
the
operate, how
relevance,
intrusive, how
benefits,
invasive
pleasure and
experience
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’ from
the 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
.
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May 8th, 2002

16. *Technology within the rise of the 24-hour society
(Kreitzman BT and First Direct study)
* Users and businesses leveraging the opportunities
of the global 24-hour world via the internet
*An increased interest by technology developers of
users’ everyday routines, tastes, habits and lifestyles
over 24 hour cycles - the search for new uses for
chips
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May 8th, 2002

17. The driving force of any
economy is the allocation and
direction of scarce resources.
In most economies to date the
focus has been on material
goods . . .
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May 8th, 2002

18. Where this was solely gold,
precious stones, tea, salt or
money . . . Now included is
intangibles 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)
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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 begin
providing for a “24hourworld”
*The business systems approach: To create added value by re-
engineering business processes and supply chains. Innovation here
considers how to automate and streamline procurement, ordering,
manufacturing, supply and distribution. Benefit: Can lead to time and
cost savings for firms and consumers. Problems: system may not meet
he requirements or expectations of future users and partners
*The consumer orientated approach: To endeavor to capture what people
use and do in their everyday lives at home and at work and to bring such
knowledge to bear in the design of new technologies and systems. Done
properly this can lead to more „meaningful‟ „natural‟ (and thus more
successful??) technologies. Benefit: Can lead to new technologies and
services more sympathetic to the needs and requirements of people as
they conduct their everyday lives. Problems: can be difficult to elucidate
implicit 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-consumer
As with many new (radical) innovations there can be a difficulty in
elucidating or even using user needs and requirements to guide
innovation:
Regarding demand for new media:
NO NEED
NO USE (Punie, 1999)
A recent survey carried out by Radio Rentals revealed that over 25% of Britons
had not heard of digital TV, 60% had not heard of set top boxes, and 80% did
not 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, their
Products/services Axis -
day, their
Different products required
over 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 the
development of software which takes advantage and utilizes new
prowess. This creates a momentum which is to varying degrees
independent of any direct business or end-user need (i.e. Sharrock and
Anderson, 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 familiar
and immediate "logics" that are useful in other problem-solving arenas, such as
software or interface design problems.)
*But the future suggests technologies which become „smarter‟ thus
more personal and intimate, this intrinsically drives the need for more
(personal and intimate) knowledge of the prospective user, their
individual differences, their idiosyncrasies. How are they to be
codified and then represented by technical and service function?
*consumer and market research policy is to large extent undeveloped
compared 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