This presentation expresses the shiftalliance viewpoint of how technology is a key enabler for meaningful value now, and will continue to be in the future. It was first shared at the ABAP advertisers conference in Belo Horizonte, Brazil in 09/10
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How is technology affecting society ? Shiftalliance 091010
1. The Impact of Technology on Society 3º Painel ABAP/MG 10 September 2010 helping business shift to the future Tim Parsey Shari Novick with planetsur sustainable innovation, brand and engagement partner
2. What is the impact of technology on society? shiftalliance
5. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance
6. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues In 2012 the USA will reach about $3.1Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance
7. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance
8. technology addiction By 2013 one in four consumers in Western Europe will own a 3.5G enabled phone The USA will represent 20% of new media dollars in 2008 By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance
9. the naturals nearly 1/3rd world population (1.8 bil) < 15 yrs old What is it About Twenty-Somethings?, The New York Times shiftalliance
10. empowered by technology digital nativesonly know media (music, tv, film) as digital screen shifting instantly available, anytime, anywhere, on any device, continuous, free/low cost,untethered mashable choice an ever-expanding range of entertainment and lifestyle choices *The Pew Internet & American Life Project on the Social Impact of the Internet; Futuretainmentby Mike Walsh shiftalliance
11. open to ideas global culture access Hollywood and Bollywood, UK music scene, Korean pop culture, Hong Kong celebs wider worldview web cuts across national borders and broadens perspectives English as a second language *Futuretainmentby Mike Walsh shiftalliance
12. engaged in new media ecosystem e.g., in China: net is primary form of entertainment 200 mil+ chat regularly on social nets 80+ mil blogs *The Pew Internet & American Life Project on social impact of the internet, focusing on topics including health, teens, and broadband; Futuretainmentment by Mike Walsh shiftalliance
13. … intensely 20 hours of video uploaded to YouTube 14,564 tweets made on Twitter approx 10.5 mil songs illegally downloaded 2,300 new Wiki entries created 175+ mil Facebook users log on every minute every hour every day shiftalliance
15. other video % internet traffic DNS newsgroups email p2p ftp web 2010 2000 1990 The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance
16. other video % internet traffic DNS newsgroups email ftp p2p web 2010 2000 1990 The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance
17. web 1.0 traditional advertising web 1.0 took control from vertically integrated media music labels newspapers The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance
18. web 2/3.0 audiences grew the stalled consumers not motivated by display ads ( only 16% click on them ) butover time web proved a poor ad medium “you have to be Google to make money” 35% of media time online: 12% ad dollars TV 35% media time: 40% ad dollars Wired magazine Sept 2010: The web is dead shiftalliance
19. web and brand building No sophisticated branded experiences traditional marketers/agencies a minority discouraged attention to build brands right web audiences grew, while quality of audience degraded content companies gave up experimentation as the recession hit Wired magazine Sept 2010: The web is dead shiftalliance
20. web trends: all about apps today’s is an app vs a web experience Facebook Twitter The New York Times podcast RSS reader Skype call IM chat Pandora Xbox Netflix It’s less about browsing, its more about getting! Wired magazine Sept 2010: The web is dead shiftalliance
24. iPhone is a cultWired magazine Sept 2010: The web is dead shiftalliance
25. proprietary apps journey to proprietary experiences: top 10 web sites 2001 31% 2006 40% 2010 75% Compete/web analytics Wired magazine Sept 2010: The web is dead shiftalliance
26. web trends ad supported free content to freemium and subscriptions from crude to sophisticated rich media brand building mediums high consumer experiences win ongoing p2p, e-comm, free company information Wired magazine Sept 2010: The web is dead shiftalliance
28. big business more effective marketing 2.0: push > pull > push web sites > engagement platforms advertising > predictive sales and marketing flatland > loopworld shiftalliance
29. big business more impactful new frontiers for innovation IP innovation information-driven innovation shiftalliance
30. big business more transparent ‘transparency’ and collaboration driving break down of corporate walls greater accountability co-creation open innovation shiftalliance
31. big business more effective next generation demands ‘meaningful work’ ‘people want to work where they share values & ethos’ Just Good Business, The Economist,1.17.08 shiftalliance
32. big business more effective WSJ declares‘The End of Management’ shiftalliance
33. small business more impactful explosion of entrepreneurs low barrier to entry huge engine for job creation (mature markets) rise of social enterprises shiftalliance
34. impact in new markets bottom of the pyramid microcredit (South Asia, Africa, Latin America) agriculture (e-Choupals in rural India) market-specific products venture capital business-community partnerships *Fortune at the Bottom of the Pyramid, C.K. Prahalad and Stuart L. Hart shiftalliance
35. impact in new markets bottom of the pyramid impact of mobile phones on African/developing economies shiftalliance
41. the rise of conscious capitalism power of spirituality dawn of conscious capitalism leading from the middle spirituality in business values-driven consumer wave of conscious solutions socially responsible investment boom Megatrends 2010: How Seven New Trends Will Transform How You Work, Live and Invest” by Patricia Aburdene shiftalliance
48. radically low prices; largest selection companies bid for your travel needs free video chat globally buy flight time by the minute from your phone basic low cost shiftalliance
49. put the world at your fingertips find pen pal to teach you their language basic anything made from ‘garage manufacturing’ eBooks outsell hardcover books easy access shiftalliance
50. never get lost + explore more freely eliminate phone trees basic be your own real estate agent efficiency shiftalliance
51. any TV anytime personal digital dashboard personal future interactivity entertainment / interactivity shiftalliance
52. your personal radio stations location based Berlin street art info personal Grandparent community online relevance shiftalliance
53. values based matchmaking smart grocery shopper personal dare to live healthily loyalty rewarded friend based city guide insight & discovery shiftalliance
54. purchase habit based grocery shopping private shopping club / social networking personal insight & discovery shiftalliance
55. customized learning based on learning style no risk stock trading personal games that teach cultures when you need that human touch learning & understanding shiftalliance
56. gestural 3D avatars design your own one of a kind personal Katie Costello discovered on YouTube personal expression shiftalliance
57. tricks and tips to get you through life determine whether you should do something personal inspiration for your life dreams when you need that human touch achievement / dreams shiftalliance
58. you know about this .. communities for the seriously ill community personal farmers forming communities online community for grandparents socialization / communities shiftalliance
59. find others with (niche) interests new forms of engagement community personal new social currencies socialization / communities HBR predicts every bank will have own P2P network within 5 years. Transactions between families and friends using social currencies, like recommendations shiftalliance
60. daily sharing can be normal share your wifi community personal sharing shiftalliance
61. user generated reviews wedding guests as wedding photographers community personal crowdsourcing helps governments crowdsourced knowledge contribution shiftalliance
62. getting FIFA to the world cup community personal collectivism shiftalliance
63. Nike’s virtual to physical messaging giving integrated into core biz model society turning goodwill into social causes social causes shiftalliance
64. Helping reduce # of cars on the road get paid to recycle society Dawn helps remove oil spill oil green shiftalliance
66. technology enabled labor sources technology enabled labor sources my man in india on demand talent agencies Apple’s quick build of the app developer ecosystem basic easy access shiftalliance
68. micro loans for entrepreneurs social finance outsourced accounting outsourced legal basic support services shiftalliance
69. world barter system specialized distribution + community development companies bid for your shipping needs basic easy distribution shiftalliance
70. jobs, contacts and opportunities easy online access to Ivy league personal the worlds resume clearing house personal growth shiftalliance
71. Coke’s experiential social media in Israel celeb twitter audience bigger than CNN community iPad illustrates product experience over big campaigns Obama voted best marketer of the year 2 way dialogue shiftalliance
72. from heritage authenticity through storytelling vs. messaging community from web sites to engagement platforms through social advocacy with social media brand tribes shiftalliance
73. “unacceptable not to share what you know” it must be safe to tell the truth community the truth behind the brands transparency shiftalliance
74. where seekers and solvers meet crowdsourced creative community crowdsourced creativity new frontiers for crowdsourced creativity open innovation shiftalliance
79. technology has made business / society more open more informed more enabled more impactful shiftalliance
80. technology has enabled a greater focus on meaningful value creation society community personal basic shiftalliance
81. technology has made meaningful value for all stakeholders a competitive requirement society community personal basic shiftalliance
82. so … what is the impact of technology on society ? shiftalliance
83. society technology is helping make society more meaningful community personal basic shiftalliance
84. how will you operate in this shift ? shiftalliance
85. the following slides give a brief introduction to shiftalliance helping business shift to the future
86. we research best practices for meaningful value across industries shiftalliance
87. we research best practices for meaningful value across industries shiftalliance
88. we research best practices for meaningful value across industries shiftalliance
89. our best practices for meaningful value focus on the whole business model offer ecosystem consumers partners shiftalliance
90. we have best practices for value creation which is meaningful to individuals offer ecosystem consumers partners shiftalliance
91. value which is meaningful to communities offer ecosystem consumers partners shiftalliance
92. and value which is meaningful to the earth offer ecosystem consumers partners shiftalliance
93. we have established a number of best practices for meaningful value so far 290+ best practices consumers partners shiftalliance
94. we use these best practices as we consult with our business clients, to transform them from limited meaningful value creation shiftalliance
95. to fully optimized meaningful businesses, which are highly effective, thriving, and competitive. shiftalliance
96. helping business shift to the future References Bank 2.0 by Brett King Contagious Magazine Fortune Magazine Futuretainment by Mike Walsh UmairHaque (many Tweets, blog posts) Strategy + Business The New York Times The Wall Street Journal Wired Contributors Ben Auld/Sterling Brands Robert Gibraltar/Urtak: ex- Avon Worldwide Jared Hendler Luis Rueda, Nike Nicolas Piris/JWT RitaSue Siegel & Jessica Carey/RSSR RishadTobaccowalla/Denuo Group
97. helping business shift to the future tim@shiftalliance.com shiftalliance, seattle shari@planetsur.com shiftalliance, new york
Notas do Editor
“clients are not saying make us ads or make us web sites, they’re saying create interaction between our brand and our customers”. ibid
“clients are not saying make us ads or make us web sites, they’re saying create interaction between our brand and our customers”. ibid
over 50% of innovation at P+G is outsourced
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Peter Drucker called management “ the most important innovation of the 20th century”Corporations were created to circumvent the free market ….. the solution to organizing thousands of people in different places, with different skills.Corporate leaders today become successful by working against beaurocracies not for them
US entrepreneurs increased by 30% in 05. 23Mn peopleU-M and Florida International University
microcredit (South Asia, Africa, Latin America)agriculture (e-Choupals in rural India)market-specific productsventure capitalbusiness-community partnerships
the impact cell phones have had on African economies (and on their societies by extension) where the infrastructure of developed countries does not exist.