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The Impact of Technology on Society<br />3º Painel ABAP/MG<br />10 September 2010<br />helping business shift to the future<br />Tim Parsey<br />Shari Novick<br />with planetsur<br />sustainable innovation, brand and engagement partner<br />

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What is the impact of technology on society?<br />shiftalliance<br />

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Society is shifting ...<br />shiftalliance<br />

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introduction<br />consumer experience<br />business ecosystem<br />conclusion<br />

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technology addiction<br />The USA will represent 20% of new media dollars in 2008<br />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<br />By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone <br />ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US<br />By 2012 France will have more than $1.4 Bn in IPTV revenues<br />Iran added 12.43 million mobile phone subscribers in 2007<br />In 2012 the USA will reach about $3.1Bn in IPTV revenues<br />Egypt added 12.06 million mobile phone subscribers in 2007<br />There are currently fie English language newspapers in Dubai, UAE<br />Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008<br />Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012<br />Brazil will represent 6% of new media dollars in 2008<br />Pakistan added 28.50 million mobile phone subscribers in 2007<br />shiftalliance<br />

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technology addiction<br />The USA will represent 20% of new media dollars in 2008<br />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<br />By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone <br />ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US<br />By 2012 France will have more than $1.4 Bn in IPTV revenues<br />In 2012 the USA will reach about $3.1Bn in IPTV revenues<br />Iran added 12.43 million mobile phone subscribers in 2007<br />Egypt added 12.06 million mobile phone subscribers in 2007<br />There are currently fie English language newspapers in Dubai, UAE<br />Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008<br />Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012<br />Brazil will represent 6% of new media dollars in 2008<br />Pakistan added 28.50 million mobile phone subscribers in 2007<br />shiftalliance<br />

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technology addiction<br />The USA will represent 20% of new media dollars in 2008<br />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<br />By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone <br />ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US<br />By 2012 France will have more than $1.4 Bn in IPTV revenues<br />Iran added 12.43 million mobile phone subscribers in 2007<br />In 2012 the USA will reach about $3.1Bn in IPTV revenues<br />Egypt added 12.06 million mobile phone subscribers in 2007<br />There are currently fie English language newspapers in Dubai, UAE<br />Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008<br />Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012<br />Brazil will represent 6% of new media dollars in 2008<br />Pakistan added 28.50 million mobile phone subscribers in 2007<br />shiftalliance<br />

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technology addiction<br />By 2013 one in four consumers in Western Europe will own a 3.5G enabled phone<br />The USA will represent 20% of new media dollars in 2008<br />By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone <br />ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US<br />By 2012 France will have more than $1.4 Bn in IPTV revenues<br />Iran added 12.43 million mobile phone subscribers in 2007<br />In 2012 the USA will reach about $3.1Bn in IPTV revenues<br />Egypt added 12.06 million mobile phone subscribers in 2007<br />There are currently fie English language newspapers in Dubai, UAE<br />Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008<br />Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012<br />Brazil will represent 6% of new media dollars in 2008<br />Pakistan added 28.50 million mobile phone subscribers in 2007<br />shiftalliance<br />

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the naturals<br />nearly 1/3rd world population (1.8 bil) < 15 yrs old<br />What is it About Twenty-Somethings?, The New York Times<br />shiftalliance<br />

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empowered by technology<br />digital nativesonly know media (music, tv, film) as digital<br />screen shifting instantly available, anytime, anywhere, on any device, continuous, free/low cost,untethered<br />mashable choice an ever-expanding range of entertainment and lifestyle choices<br />*The Pew Internet & American Life Project on the Social Impact of the Internet; Futuretainmentby Mike Walsh<br />shiftalliance<br />

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open to ideas<br />global culture access Hollywood and Bollywood, UK music scene, Korean pop culture, Hong Kong celebs<br />wider worldview web cuts across national borders and broadens perspectives English as a second language <br />*Futuretainmentby Mike Walsh<br />shiftalliance<br />

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engaged in new media ecosystem<br />e.g., in China:<br />net is primary form of entertainment<br />200 mil+ chat regularly on social nets <br />80+ mil blogs<br />*The Pew Internet & American Life Project on social impact of the internet, focusing on topics including health, teens, and broadband; Futuretainmentment by Mike Walsh<br />shiftalliance<br />

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… intensely<br />20 hours of video uploaded to YouTube<br />14,564 tweets made on Twitter <br />approx 10.5 mil songs illegally downloaded <br />2,300 new Wiki entries created<br />175+ mil Facebook users log on<br />every minute<br />every hour<br />every day<br />shiftalliance<br />

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evolution of the web<br />shiftalliance<br />

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other<br />video<br /> % internet traffic<br />DNS<br />newsgroups<br />email<br />p2p<br />ftp<br />web<br />2010<br />2000<br />1990<br />The Web is Dead. Long Live the Internet. <br />Wired Magazine, Sept 2010<br />shiftalliance<br />

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other<br />video<br /> % internet traffic<br />DNS<br />newsgroups<br />email<br />ftp<br />p2p<br />web<br />2010<br />2000<br />1990<br />The Web is Dead. Long Live the Internet. <br />Wired Magazine, Sept 2010<br />shiftalliance<br />

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web 1.0<br />traditional advertising<br />web 1.0 took control from vertically <br />integrated media<br />music labels<br />newspapers<br />The Web is Dead. Long Live the Internet. <br />Wired Magazine, Sept 2010<br />shiftalliance<br />

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web 2/3.0<br />audiences grew the stalled<br />consumers not motivated by display ads<br />( only 16% click on them )<br />butover time web proved a poor ad medium<br />“you have to be Google to make money”<br />35% of media time online: 12% ad dollars<br /> TV 35% media time: 40% ad dollars <br />Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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web and brand building<br />No sophisticated branded experiences<br />traditional marketers/agencies a minority <br /> discouraged attention to build brands right<br />web audiences grew, while quality of audience degraded<br />content companies gave up experimentation as the recession hit<br />Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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web trends: all about apps<br />today’s is an app vs a web experience<br />Facebook<br />Twitter<br />The New York Times<br />podcast<br />RSS reader<br />Skype call<br />IM chat<br />Pandora<br />Xbox<br />Netflix<br />It’s less about browsing, its more about getting! <br />Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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web trends: apps better solutions<br />Facebook<br /><ul><li> simpler, more compelling UX, elegantly designed and more habit forming place

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½ bil users; largest web site ever

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now a parallel world to web in terms of sheer time spent</li></ul>proprietary platforms winning, delivering richer experiences<br />Apple<br />• iPad: sophisticated integration of UX, content and media<br /><ul><li> iTunes: consumers willing to pay for the design integration/no hassle experience

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iPhone is a cult</li></ul>Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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proprietary apps<br />journey to proprietary experiences: top 10 web sites<br />2001<br />31% <br />2006<br />40% <br />2010<br />75% <br />Compete/web analytics<br />Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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web trends<br />ad supported free content to freemium and subscriptions<br />from crude to sophisticated rich media brand building mediums<br />high consumer experiences win<br />ongoing p2p, e-comm, free company information<br />Wired magazine Sept 2010: The web is dead<br />shiftalliance<br />

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technology is enabling more meaningful business experiences<br />shiftalliance<br />

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big business more effective<br />marketing 2.0: push > pull > push<br />web sites > engagement platforms<br />advertising > predictive sales and marketing<br />flatland > loopworld<br />shiftalliance<br />

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big business more impactful<br />new frontiers for innovation<br />IP innovation<br />information-driven innovation<br />shiftalliance<br />

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big business more transparent<br />‘transparency’ and collaboration driving <br />break down of corporate walls<br />greater accountability<br />co-creation<br />open innovation<br />shiftalliance<br />

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big business more effective<br />next generation demands ‘meaningful work’<br />‘people want to work where they share values & ethos’<br />Just Good Business, The Economist,1.17.08<br />shiftalliance<br />

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big business more effective<br />WSJ declares‘The End of Management’<br />shiftalliance<br />

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small business more impactful<br />explosion of entrepreneurs<br />low barrier to entry<br />huge engine for job creation (mature markets) <br />rise of social enterprises<br />shiftalliance<br />

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impact in new markets<br />bottom of the pyramid<br />microcredit (South Asia, Africa, Latin America)<br />agriculture (e-Choupals in rural India)<br />market-specific products<br />venture capital<br />business-community partnerships<br />*Fortune at the Bottom of the Pyramid, C.K. Prahalad and Stuart L. Hart<br />shiftalliance<br />

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impact in new markets<br />bottom of the pyramid<br />impact of mobile phones on African/developing economies<br />shiftalliance<br />

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technology enables consumers be<br />+<br />more open<br />more engaged<br />more empowered<br />shiftalliance<br />

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but also causes consumers to be<br />never switched off<br />constantly distracted<br />invasion of privacy<br />social isolation<br />-<br />shiftalliance<br />

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technology enables business to be<br />+<br />more transparent<br />more effective<br />more impactful<br />shiftalliance<br />

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technology forces business to <br />be hyper-competitive<br />spur creative destruction <br />disrupt markets<br />-/+<br />shiftalliance<br />

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meanwhile … society is shifting<br />shiftalliance<br />

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the rise of conscious capitalism <br />power of spirituality<br />dawn of conscious capitalism<br />leading from the middle<br />spirituality in business<br />values-driven consumer<br />wave of conscious solutions <br />socially responsible investment boom<br />Megatrends 2010: How Seven New Trends Will Transform How You Work, Live and Invest” by Patricia Aburdene<br />shiftalliance<br />

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conscious consumers<br />green<br />de-materialism<br />social responsibility<br />seeking meaning<br />shiftalliance<br />

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meaningful value<br />the new value driver in business<br />shiftalliance<br />

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so … what is the impact of technology on society ?<br />shiftalliance<br />

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it enables the creation of meaningful value for all stakeholders<br />shiftalliance<br />

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introduction<br />consumer experience<br />business ecosystem<br />conclusion<br />

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Maslow’s hierarchy of needs<br />shiftalliance<br />

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radically low prices; largest selection<br />companies bid for your travel needs<br />free video chat globally<br />buy flight time by the minute from your phone<br />basic<br />low cost<br />shiftalliance<br />

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put the world at your fingertips<br />find pen pal to teach you their language<br />basic<br />anything made from ‘garage manufacturing’<br />eBooks outsell hardcover books<br />easy access<br />shiftalliance<br />

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never get lost + explore more freely<br />eliminate phone trees<br />basic<br />be your own real estate agent<br />efficiency<br />shiftalliance<br />

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any TV anytime<br />personal digital dashboard<br />personal<br />future interactivity<br />entertainment<br />/ interactivity<br />shiftalliance<br />

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your personal radio stations<br />location based Berlin street art info<br />personal<br />Grandparent community online<br />relevance<br />shiftalliance<br />

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values based matchmaking<br />smart grocery shopper<br />personal<br />dare to live healthily<br />loyalty rewarded friend based city guide<br />insight & discovery<br />shiftalliance<br />

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purchase habit based grocery shopping<br />private shopping club / social networking<br />personal<br />insight & discovery<br />shiftalliance<br />

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customized learning based on learning style<br />no risk stock trading<br />personal<br />games that teach cultures<br />when you need that human touch<br />learning & understanding<br />shiftalliance<br />

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gestural 3D avatars<br />design your own one of a kind<br />personal<br />Katie Costello discovered on YouTube<br />personal expression<br />shiftalliance<br />

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tricks and tips to get you through life<br />determine whether you should do something<br />personal<br />inspiration for your life dreams<br />when you need that human touch<br />achievement<br />/ dreams<br />shiftalliance<br />

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you know about this ..<br />communities for the seriously ill<br />community<br />personal<br />farmers forming communities<br />online community for grandparents<br />socialization / communities<br />shiftalliance<br />

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find others with (niche) interests<br />new forms of engagement<br />community<br />personal<br />new social currencies<br />socialization / communities<br />HBR predicts every bank will have own P2P network within 5 years.<br />Transactions between families and friends using social currencies, like recommendations<br />shiftalliance<br />

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daily sharing can be normal<br />share your wifi<br />community<br />personal<br />sharing<br />shiftalliance<br />

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user generated reviews<br />wedding guests as wedding photographers<br />community<br />personal<br />crowdsourcing helps governments<br />crowdsourced knowledge<br />contribution<br />shiftalliance<br />

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getting FIFA to the world cup<br />community<br />personal<br />collectivism<br />shiftalliance<br />

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Nike’s virtual to physical messaging<br />giving integrated into core biz model<br />society<br />turning goodwill into social causes<br />social causes<br />shiftalliance<br />

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Helping reduce # of cars on the road<br />get paid to recycle<br />society<br />Dawn helps remove oil spill oil<br />green<br />shiftalliance<br />

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introduction<br />consumer experience<br />business ecosystem<br />conclusion<br />

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technology enabled labor sources<br />technology enabled labor sources<br />my man in india<br />on demand talent agencies<br />Apple’s quick build of the app developer ecosystem<br />basic<br />easy access<br />shiftalliance<br />

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distributed work gets easy<br />basic<br />easy access<br />shiftalliance<br />

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micro loans for entrepreneurs<br />social finance<br />outsourced accounting<br />outsourced legal<br />basic<br />support services<br />shiftalliance<br />

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world barter system<br />specialized distribution + community development<br />companies bid for your shipping needs<br />basic<br />easy distribution<br />shiftalliance<br />

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jobs, contacts and opportunities<br />easy online access to Ivy league<br />personal<br />the worlds resume clearing house<br />personal growth<br />shiftalliance<br />

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Coke’s experiential social media <br />in Israel<br />celeb twitter audience bigger than CNN<br />community<br />iPad illustrates product experience<br /> over big campaigns<br />Obama voted best marketer of the year<br />2 way dialogue<br />shiftalliance<br />

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from heritage authenticity<br />through storytelling vs. messaging<br />community<br />from web sites to engagement platforms<br />through social advocacy with<br />social media<br />brand tribes<br />shiftalliance<br />

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“unacceptable not to share<br /> what you know”<br />it must be safe to tell the truth<br />community<br />the truth behind the brands<br />transparency<br />shiftalliance<br />

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where seekers and solvers meet<br />crowdsourced creative<br />community<br />crowdsourced creativity<br />new frontiers for crowdsourced creativity<br />open innovation<br />shiftalliance<br />

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crowdsourced social innovation<br />community<br />open innovation<br />shiftalliance<br />

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Tide brings loads of hope<br />new colleges for tech+social needs<br />society<br />legally instituted conscious business<br />CSR<br />shiftalliance<br />

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Fiat innovates eco-drive for<br /> your fleet<br />green to the core<br />society<br />Herman Miller. walking and talking green<br />green<br />shiftalliance<br />

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introduction<br />consumer experience<br />business ecosystem<br />conclusion<br />

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technology has made business / society<br />more open<br />more informed<br />more enabled<br />more impactful<br />shiftalliance<br />

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technology has enabled a greater focus on meaningful value creation<br />society<br />community<br />personal<br />basic<br />shiftalliance<br />

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technology has made <br />meaningful value <br />for all stakeholders <br />a competitive requirement<br />society<br />community<br />personal<br />basic<br />shiftalliance<br />

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so … what is the impact of technology on society ?<br />shiftalliance<br />

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society<br />technology is helping make society<br />more meaningful<br />community<br />personal<br />basic<br />shiftalliance<br />

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how will you operate in this shift ?<br />shiftalliance<br />

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the following slides give a brief introduction to shiftalliance<br />helping business shift to the future<br />

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we research best practices for meaningful value across industries<br />shiftalliance<br />

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we research best practices for meaningful value across industries<br />shiftalliance<br />

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we research best practices for meaningful value across industries<br />shiftalliance<br />

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our best practices for meaningful value focus on the whole business model<br />offer<br />ecosystem<br />consumers<br />partners<br />shiftalliance<br />

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we have best practices for value creation which is meaningful to individuals<br />offer<br />ecosystem<br />consumers<br />partners<br />shiftalliance<br />

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value which is meaningful to communities<br />offer<br />ecosystem<br />consumers<br />partners<br />shiftalliance<br />

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and value which is meaningful to the earth<br />offer<br />ecosystem<br />consumers<br />partners<br />shiftalliance<br />

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we have established a number of best practices for meaningful value so far<br />290+<br />best practices<br />consumers<br />partners<br />shiftalliance<br />

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we use these best practices as we consult with our business clients,<br />to transform them from limited meaningful value creation<br />shiftalliance<br />

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to fully optimized meaningful businesses,<br />which are highly effective, thriving, and competitive.<br />shiftalliance<br />

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helping business shift to the future<br />References<br />Bank 2.0 by Brett King<br />Contagious Magazine<br />Fortune Magazine<br />Futuretainment by Mike Walsh<br />UmairHaque (many Tweets, blog posts)<br />Strategy + Business<br />The New York Times<br />The Wall Street Journal<br />Wired<br />Contributors<br />Ben Auld/Sterling Brands<br />Robert Gibraltar/Urtak: ex- Avon Worldwide<br />Jared Hendler<br />Luis Rueda, Nike<br />Nicolas Piris/JWT<br />RitaSue Siegel & Jessica Carey/RSSR<br />RishadTobaccowalla/Denuo Group<br />

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helping business shift to the future<br />tim@shiftalliance.com<br />shiftalliance, seattle<br />shari@planetsur.com<br />shiftalliance, new york<br />