Booth020309

2nd March 2009

HANNAH RUDMAN

The Booth: Looking to the Future

www.slideshare.net/hanrudman

RUDMAN
Hannah@envirodigital.com CONSULTING

Diminishing digital divide?

• Connectivity and kit
– 87.6% UK homes have digital TVs
– 300m smartphones in the world,
– Nokia making an entry level handset,
– Malawi building IT infrastructure for smartphones not
PC
– 4bn mobile users in 12mths
– 10% global population on
broadband in 12 mths

RUDMAN

It’s not about the technology

• Convergence
– In a few years time,
mobile devices will
hold 10TB data
(10,000 GB)

RUDMAN

Digital Development:

• It’s NOT about the technology!

• Grownups believe the world is just like when they
were growing up and that everything happening
now is an exception.

• Change blindness is rife…

• Its actually about keeping up with the socio-
economic / cultural behaviour changes
RUDMAN

What trends are we looking at?
Microtrends 1-3 years Fashion, fads,
technology
devices/platforms
Macrotrends 5-15 years Business cycles,
technologies
impacting
socio/cultural/econ
omic behaviours
Megatrends 15-50 years Societal shifts,
industrial shifts

Gigatrends 50+ years New Societies

RUDMAN

People want to do more than attend

• Personalise
• Participate
• Co-produce
• Create meaning
– Alan Brown’s latest research: WolfBrown

RUDMAN

RUDMAN

Status Stories: story caching

RUDMAN

Why Social Networks?

RUDMAN

Develop a social media strategy

• Connect
• Build relationships
• Collaborate
• Know your market

RUDMAN

The end of control?
In the past, you were what you owned. Now you are what
you share.
Charles Leadbeater, We Think.

You may struggle to own the content. But you can own
the
CONTEXT, MEANING, RELEVANCE, EXPERIENCE,
EMBODIMENT, TIMING

RUDMAN

And a word of warning…
• Formally… • Now..
– Audience – Users
– Consumer – Co-creators
– Listener – Contributors
– Customer – Peers
– Buyer – Producers
– Promoters

These people are your new sales & marketing, press
& PR teams - don’t underestimate the importance of
building a relationship with them!

RUDMAN

From push to pull

• Business is changing
– Networked, distributed

RUDMAN

Open Innovation/user innovation

• The people with the best ideas don’t work for you

RUDMAN

What about The Booth?

• Wordle.net

RUDMAN

How can peer voted, democratic models
be applied?

RUDMAN

What is your crowd’s dynamic?

How well do you know your partners’ appetites?

RUDMAN

What data do you have that can be
explored?

RUDMAN

Peer-to-peer ownership

• What are the opportunities for members as
investors?

RUDMAN

Tighten your tribe

RUDMAN

New business for new consumers:
Questions…
• Who are your crowd/network, are you in contact
with them?
• API’s/ Free the data?
• Crowd source funding?
• Open Source Funding?
• User-owned IP?
• Shared asset ownership?

RUDMAN

Booth020309

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