GIBS MBA USA West Coast - Web 2.0
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Transcript of GIBS MBA USA West Coast - Web 2.0
Internet and Media
“Management models of the future will need…to contend with how to
orchestrate a complex and changing network of individuals within and
outside the boundaries the previously defined as “the
enterprise” IBM, Future of the IBM, Future of the Enterprise white paperEnterprise white paper
AgendaAgenda
Background to Web 1.0 and 2.0 Research Questions Companies Visited Learning's Application to South Africa
Web 1.0 and 2.0
History of the InternetHistory of the Internet
DARPA: fail-safe communications network TCP/IP 1969 to 1993: research, “RFCs”
Compare with OSI standardisation process 1993 to now: commercial Online: BBS, CompuServe, AOL predate
Humans want to communicate
Web 1.0 (1994 to 2001)Web 1.0 (1994 to 2001)
Web browser/server Netscape, Internet Explorer Windows 95
Generation-Y Theory Gold rush to pyrites (fools’ gold) Dot-com crash
Legacies of Web 1.0Legacies of Web 1.0
Sales and Marketing adoption of Web Operational efficiencies driven by cost cutting Flattening of the world, supply chains Bandwidth (wired, wireless) investment
Ref: Thomas L. Friedman, The World is Flat
Keystones of Web 2.0Keystones of Web 2.0
The Cluetrain Manifesto http://www.cluetrain.com/
The Long Tail http://www.thelongtail.com/
Read/Write Web http://www.oreilly.com/catalog/wemedia/book/
ch02.pdf Folksonomy
http://en.wikipedia.org/wiki/Folksonomy
Web 2.0 FoundationsWeb 2.0 Foundations
Write and read Rewrite, write and read (mashup) Authentic voice, augmented conversation Weblogging aka Blogging aka Blogs Podcasts/Vidcasts
"...the lack of a crisp definition is a feature, not a bug. And as the world shifts from the limited variety of bottlenecked distribution to the infinite variety of open distribution, there will be more examples of phenomena that are hard to define but are nevertheless real and true. The future is increasingly heterogeneous, not homogeneous.One size doesn't fit all."
Chris Anderson, “Web 2.0 and the Long Tail, Part 2”The Long Tail
Web 2.0 Competencies (O’Reilly)Web 2.0 Competencies (O’Reilly)
Services, not packaged software, with cost-effective scalability
Control over unique, hard-to-recreate data sources that get richer as more people use them
Trusting users as co-developers Harnessing collective intelligence Leveraging the long tail through customer self-
service Software above the level of a single device Lightweight user interfaces, development models,
and business models
What the Web is NOT!What the Web is NOT!
Research QuestionsResearch Questions
Primary Drivers for Success in Web 2.0 environment?
What is web 3.0? Learning's for South Africa
Companies VisitedCompanies Visited
LearningsLearnings
MarketingMarketing
Spread the word Viral Marketing Use of PR Companies
Get customer feedback regularly closed loop system
Philosophy Product leadership > Audience > Monitise Pick your battles They don't advertise - put money in the product Build something that people care about - don't put lipstick on a
pig Guy Kawasaki - make meaning
Voyeurism/ Exhibitionist - Real estate porn
RevenueRevenue
Two primary models Focus on advertising Subscription
Issues Still a focus on growth rather than revenue Still not breaking even
Need to keep the people coming back Need to have a focus on the community aspect Bubble 2.0? Alternative Models
Sms Selling data
FundingFunding
VC bigger money- longer view
Angel small amounts/ quick rampup
have good networks Loads of Cash available bootstrapping mostly to cover salaries You don't sell your company - you get bought -
build a great company
EntrepreneurshipEntrepreneurship
Cat furniture - outsourced his design US large market can sell anything
Organizational DesignOrganizational Design
accountable for their own delivery create own work environment community
mentorship Individual identity
within the rules united/ freedom freedom to fail
fail often in order to succeed self starters who can sort out problems them selves takes a village to raise a child build relationship before you need them knowledge sharing evangelise their company
Web 3.0Web 3.0
Realtime collaboration/communication share and push
Company Visit SummaryCompany Visit Summary
Marketing Revenue Funding Entrep Profitability World Content
Zillow viral / PR advertising VC high not yet at BEP cyber user
generated
PB Wiki viral subscription angel / VC high not yet at BEP cyber user
generated
MS
IFTF conferences subscription donor low not for profit real create & forecast
Google viral advertising VC high very profitable cyber user
generated
Bloomberg advertise / PR subscription bootstrap medium very
profitable real scrape & create
knowledge workers & knowledge sharing; individual freedom; culture: employment &
accountability; focus on work environment; diverse teams; importance of art;
freedom to fail; community & mentorship; self starters; company evangelisers
OD
Setting the Stage: USA vs. South Setting the Stage: USA vs. South AfricaAfrica Country
Economy Education and Literacy Employment infrastructure
Internet Broadband Access Mobile
Bringing it homeBringing it home
Need a web 2.0 cluster in SA Build a web 2.0 mentorship network Need a more acceptable web 2.0 start-up funding
environment – Angel and VC Continue to develop applications for Mobile NET
- Mass market will come via mobile in Africa Opportunity to take advantage of US internet
population Move Fast - Rapid experimentation Be clear on the revenue model Still a load of cash to be made in web 2.0