The document discusses the impact of technological evolution through "3.0" phases, with 1.0 introducing electronic devices and 2.0 introducing computing. 3.0 represents the merging of entertainment and information technologies. It notes that this pattern of evolution is not unique and can be seen across industries as technologies increase efficiency and automation. Key stages are from individual artisans to specialized division of labor to outsourcing. The document identifies common threads of this progression and leading indicators of change like consolidation. It forecasts a more flexible, virtualized future with generalists and specialists blending roles. To position for this future, it recommends investing in talent and tools while renting infrastructure to promote agility.

1. Post 3.0
Assessing the Impact of Technology
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

2. Post 3.0
• 3.0?
• Not Unique
• Other Industries
• Common Threads
• Leading Indicators
• Forecasting the Future
• Positioning for the Future
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

3. 3.0?
• Evolution of technological innovation and adoption
• 1.0 - introduction of electronic devices
• 2.0 - introduction of computing devices
• 3.0 - melding of entertainment and information
technologies - ET/IT mashup
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

4. Not Unique
• Time honored tradition of technology evolution
• artisan/craftsman
• efficiency/productivity
• division of labor/specialization
• automation
• outsourcing
• Impacts are consistent
• Reactions are predictable
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

5. Other Industries
• Furniture
• Textiles
• Automobiles
• Capital Equipment (yes, including computers)
• Technical Services
• Creative Services
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

6. Artisan Efficiency/ Division of
Automattion Outsourcing
Craftsman Productivity Labor
leveraging material monitor
single worker, task
Furniture tools, power handling, automated
hand tools specialization
tools measurement processes
leveraging material monitor
single worker, task
Textiles tools, power handling, automated
hand tools specialization
tools measurement processes
leveraging material component/
small team, task
Automotive tools, power handling, subassembly
same skills specialization
tools assembly supply
leveraging material component/
Capital small team, task
tools, power handling, subassembly
Equipment same skills specialization
tools assembly, test supply
information geographic/
Technical sole specialist, skill level
management software tools time zone
Services deep expertise segmentation
tools distribution
content software tools, geographic/
Creative sole artist, total skill level
management underlying time zone
Services creative control segmentation
processes platforms distribution
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

7. Common Threads
• Artisan/Craftsman
• Efficiency/Productivity
• Division of Labor/Specialization
• Automation
• Outsourcing
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

8. Leading Indicators
• Business consolidation
• Loss of craft
• Lack of market definition
• Geographically distributed workflows
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

9. Forecasting the Future
• Post as a process vs. a business
• the “virtual” post house
• Generalists vs. specialists
• distinction between off-line and on-line blurring
• finishing collapsing into single suite/single artist
• Time and Control vs. Cost and Location
• maximize editorial and creative flexibility
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11

10. Positioning for the Future
• Invest in talent and tools
• Rent infrastructure
• Value agility
• Operate with a small footprint
Copyright 2011 M L Bittle - New York, all rights reserved.
Sunday, December 4, 11