Brinkburn040309

4th March 2009

HANNAH RUDMAN

Brinkburn: 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

RUDMAN

Context: mass innovation & creativity
“My argument is that these new forms of mass, creative collaboration announce
the arrival of a society in which participation will be the key organising
idea rather than consumption and work. People want to be
players not just spectators, part of the action,
not on the sidelines.”

Charles Leadbeater, thinker and author.
www.wethinkthebook.net

RUDMAN

We are seeing a “renaissance of the amateur”
Director of Centre Pompidou, Prof. Bernard Steigler

RUDMAN

Context: experience economy /
status stories

RUDMAN

People want to attend,
and do more than just attend
• Personalise
• Participate
• Co-produce
• Create meaning

This affects:
– Artistic practice
– Organisations’ operations
– Business models

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

Peer-to-peer ownership

• What are the opportunities for members as
investors?

RUDMAN

Brinkburn040309

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