Lecture @ La sQuola - Biella, 25 marzo 2010, Italy

1. Media 2.0
Workshop @ La sQuola
BIELLA 25 marzo 2010
Lorenzo Benussi
lorenzo.benussi@gmail.com
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2. MATTINA programma
1.Media 2.0
2.Internet Economics 10.00 -10.30 intro
3.Open Source Business 10.30 - 11.30 parte 1
Models
11.45 - 13.00 parte 2
4.Distribuzione 2.0
13.00 - 14.30 lunch
5.Interattività 2.0
14.30 - 15.00 laboratorio 1
POMERIGGIO 15.00 - 16.30 laboratorio 2
1.Simple Business Modelling
2.Workshop
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3. Chi sono
Fellow, Centro NEXA
Research & Business Politecnico di Torino
Development
Fellow, Dipartimento di
Consorzio TOP-IX Economia Università di
Torino
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4. Media 2.0
Come Internet ha modificato i modelli
di produzione, distribuzione e di business;
“cambia il modo di giocare e le regole del gioco”
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5. Digital technology could enable an extraordinary range
of ordinary people to become part of a creative process.
To move from the life of a consumer […] to a life where one
can individually and collectively participate in making
something new.
(The future of ideas, Lawrence Lessig)
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6. The networked information economy makes individuals better
able to do things for and by themselves, […] the emergence of
this new set of technical, economic, social, and institutional
relations can increase the relative role that each individual is
able to play in authoring his or her own life.
(The Wealth of Networks, Yochai Benkler)
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7. The Appropriation and reuse are central to culture, of course. I have had
a few questions at talks about Hip Hop culture, and I always say I wish
Web 2.0 was more like Hip Hop. Imagine if you usually didn't get to
know who was rapping, or if you could only know a name, but not the
person's story? Would that be culture? Hip Hop is about people - some
vastly more talented or ethical than others - but the actors are
humans with character and history, not information fragments.
( You Are Not a Gadget, Jaron Lanier)
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8. “The project of the next president is figuring out how you
create bottom-up economic growth, as opposed to the
trickle-down economic growth.”
( Barack Obama, Interview on The New York Time, 2 febbraio 2008)
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9. When I say that innovation is being democratized, I mean that
users of products and services—both firms and individual
consumers—are increas- ingly able to innovate for themselves.
(DEMOCRATIZING INNOVATION, Eric Von Hippel)
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10. internet
economics
alcune caratteristiche
economiche dei beni digitali
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11. la “commedia” della
scarsità
e dei rendimenti
marginali crescenti
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12. Digital goods are different…
A) Expensive to produce,
cheap to reproduce
Unique cost B) High fixed costs,
characteristics low marginal costs
Digital goods
A) Experience goods
Unique demand
B) Non exclusive
characteristics
C) Overload
Fonte: Shapiro&Varian, 1999
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13. 13
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14. Open source
business model
cosa si può imparare
dai modelli di produzione
F(L)OSS
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15. la cattedrale il bazaar
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16. What does free/open source software mean?
Open source, free software vs proprietary software?
“Object code” vs “source code”: the “comedy” of software
intellectual property
The community: modular division of labour, interactive
learning and shared information
Copyleft vs Copyright? The Four Freedom of “free software”:1)
use, 2)see, 3)modify and 4)distribute and do it again…
And more practically why everybody use it?
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17. Market
IPR
The FOSS Phenomenon
FLOSS
Technology
Community
1) Technology: software and operating system - Blender,
OpenOffice, GNU/Linux
2) Set of IPR rules - General Public Licence; LGPL; BSD; free
documentation licence; CC; etc.
3) Market - the ICT market (but also Media, TLC, etc.)
4) Model of division of labour: web communities and the bazaar
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18. Free/open source business models .1
Fonte: Nilendu&Madanmohan, 2002 18
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19. Free/open source business models .2
Fonte: Nilendu&Madanmohan, 2002 19
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20. Free/open source IPR
Fonte: O’Mahony, 2003 20
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21. Free/open source business models
A) Externally funded ventures
1. Public funding 1. Sviluppatori
2. Needed improvement funding 2. Integratori
3. Indirect funding
B) Internally funded or revenue
3. Architetti di sistemi
based 4. Sistemisti
1. Best knowledge here' without
constraints
5. Distributori
2. Best knowledge here' with 6. Produttori HD
constraints
3. Special' licenses (dual licensing, time-
based licenses)
C) Unfunded developments
Fonte: European Working Group (2001) on Libre software and FLOSS metrics project 21
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22. Distribuzione
2.0
essere consapevoli della propria
identità artistica su internet
(e sapere cosa farsene)
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23. skip the intermediaries
long live the intermediaries
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24. la lunga coda
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25. Confrontando i dati di vendita di libri e le visite on-line ci si accorge
che esiste una grande quantità di titoli potenzialmente interessanti
ma totalmente assenti (per motivi di costo) dalla distribuzione fisica
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26. un nuovo sistema dei media
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27. creativo
=
produttore
=
manager
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28. Interattività 2.0
L’utente, interagendo con il
sistema e con altri utenti, produce
informazioni che sono la base del
processo di estrazione di valore.
L’interazione è componente
fondamentale dei business model
su Internet (adv, customization,
collaboration, ecc.).
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29. Social Media
Revolution
Perché leggere un libro
(Facebook) è tendenzialmente
più interessante che leggere
l’elenco del telefono (google)
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30. Internet
è fatta di
conversazioni
la rete possiede una sua
semantica
che produce conversazioni
(SEO, social media mkt, ecc.),
è importante scegliere le
conversazioni giuste
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31. The
gamification
of media
i meccanismi di gioco sono utili
per creare nuove (ricche) forme
di interazione e
l’interazione serve per
gestire la complessità
(sviluppo, mercati, ecc.)
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32. Media 2.0
partecipazione
interazione
comunità
esperienza (la tua)
prodotti correlati (derivati)
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33. il medium è il messaggio
Marshall McLuhan
I. The technology changes the way of thinking and the
way to express.
II. The network is the medium and the message is a mix
of bits (byte) of data (knowledge).
III. Internet is an expansion of our brain and the digital
network is going to reproduce it.
just play the game...
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34. creativity comes first
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35. Fine della mattinata
GRAZIE
lorenzo.benussi@gmail.com
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