1. 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/

2. Agenda
The Web: From 1991 until today
General Developments on different levels
Emergence of Electronic Markets
The eCommerce Pioneers
The Customer in the Center: eCommerce 2.0
 Five concepts
Conclusions
2

3. The World Wide Web – still a Teenager
Do you remember?
There was a life
before the Web !
The Web started
only in August 1991 !
http://www.flickr.com/photos/27443865@N08/
3

4. The E-Business Hype Cycle
Seite 4

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

6. … and Today
The 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 available
Emergence of Web 2.0 and Social Media
6

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

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

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

10. 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

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

12. http://www.facebook.com/home.php?sk=gr
oup_200863076591392&ap=1
„e-Egypt Party“

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

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

15. Open Goverment: USA
http://www.whitehouse.gov/open
15

16. Open Goverment: UK
http://data.gov.uk/
16

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

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

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

20. Organizational Level
Major steps of ICT application within and
across organizations
1960s
 Automation and improvements in efficiency
 Electronic Data Interchange (EDI)
 Interorganizational Systems (IOS)
 eBusiness and Supply Chain Management (SCM)
today
 Enterprise 2.0
20

21. Individual Level
Major 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

22. Individual Level
Major 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

23. 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

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

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

26. 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

27. 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

28. Emergence of Electronic Markets
or
How it Began

29. Electronic Market Hypothesis
CACM paper
June 1987
Based on
Transaction Cost
Economics
Main idea:
More market-like
coordination Malone, Thomas; Yates, Joanne; Benjamin, Robert I.: Electronic markets and
electronic hierarchies, Communication of the ACM 30, 484-497 (1987)
29

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

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

32. The eCommerce Pioneers

33. 1995 - Amazon
Start as an Online bookseller
Today:
 Online shopping center
 Market platforms for
 Consumers and
 Businesses

34. 1995 - eBay
Start as an Online auction based marketplace („flea market“)
Today:
marketplace for
 C2C and B2C
 Auctions
 Fixed prices
 New products
36

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

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

37. The Integration of Customers into Value Creation
eBay
 Individual as seller or buyer
 Through ratings the individual contributes
to the business partner’s profile
 new responsibility
Amazon
 Evaluation of products
 Individual Recommendations
 Affiliate program
 …
 the individual as co-creator of services
42

38. The Customer in the Center: eCommerce 2.0

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

40. 1. Comments, Evaluation, Recommendations, …
45

41. 1. Comments, Evaluation, Recommendations, …
46

42. 1. Comments, Evaluation, Recommendations, …
47

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

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

45. http://www.flickr.com/photos/ross/3941293767/
2. Social Software
 Engage people
 Connect people
Weblogs
Microblogs (Twitter, …)
Wikis
Social 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 Shopping
Social Media Sharing (Flickr, Youtube, …)
SocialTV
…
http://www.flickr.com/photos/thbernhardt/2984100802/
50

46. Social Software Value Matrix
52
http://www.flickr.com/photos/ross/3486654131/

47. 2. Social Software – Social Networks: Facebook
Create your community
http://www.facebook.com/adidasoriginals
53

48. 3. Crowdsourcing
Utilizing the intelligence of the masses
Outsourcing 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

49. 3. Crowdsourcing - Example
www.thejohnnycashproject.com
55

50. 4. Mass Customization
Combining
 individualization of products and
 efficiencies of mass production
Examples
 Books (pegastar.com)
 Watches (121time.com)
 Shirts (dolzer.de)
 Parts (emachineshop.com)
 Sport shoes
http://nikeid.nike.com
56

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

52. Mass Customization - Example
58
http://www.myswisschocolate.ch/

53. 5. The Long Tail

54. ‚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

55. 61

56. Conclusions

57. The role of the individual has changed
dramatically in the last two decades
Web 1.0: Individuals are at the end of the
one-way digitalized value chain
Web 2.0: Individuals are able to actively
participate in value creation in different
stages
 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

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