The Individual in the Information Society:

A Summary of Recent Developments

30th Jubilee International Conference

on Organizational Science Development

Portorož, 23. March 2011

Hans-Dieter Zimmermann

FHS St. Gallen, University of Applied Sciences,

St. Gallen, Switzerland

www.hdzimmermann.net

This presentation is licensed under a Creative Commons

Attribution-Noncommercial-Share Alike 2.5 Switzerland License

http://creativecommons.org/licenses/by-nc-sa/2.5/ch/

Agenda

2

The Web: From 1991 until today

General Developments on different levels

Emergence of Electronic Markets

The eCommerce Pioneers

The Customer in the Center: eCommerce 2.0

Five concepts

Conclusions

The World Wide Web – still a Teenager

3

Do you remember?

There was a life

before the Web !

The Web started

only in August 1991 !

http://www.flickr.com/photos/27443865@N08/

The E-Business Hype Cycle

Seite 4

The Web Developments

Seite 5

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… and Today

6

The Web is part of our daily life

… at work, at home, on the road

… as employer, as mom and dad, as consumer, a citizen, as patient,

… basically in any role we can take

… the respective infrastructures are available

Emergence of Web 2.0 and Social Media

7

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Web 2.0 and Social Media:

9

It‘s not about tools and technology!

It‘s about behavior!

… on the

Societal

Organizational

Individual

Level

http://www.flickr.com/photos/pigatto/332193181/

Societal Level –

(1) Facebook-/Twitter- Revolutions in the Arab World …

10

http://www.facebook.com/photo.php?fbid=10150435486980651

http://www.facebook.com/photo.php?fbid=1850044009242

Facebook-/ Twitter - Revolutions …

11

… the right term?

No!

Revolutions are initiated

by people who fight for their rights

but …

(Social) Media support people in terms of

coordination, organizing, communication

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1

„e-Egypt Party“

http://www.facebook.com/photo.php?fbid=490028917075

The fear of the mighty …

Societal Level –

(2) Open, transparent, participatory societies

14

The Web as Enabler for

eGoverment

eParticipation

eInclusion

eDemocracy

…

… for new civil societies

… (primarily) in western countries

http://www.flickr.com/photos/oxfam/3982928597/

Open Goverment: USA

15

http://www.whitehouse.gov/open

Open Goverment: UK

16

http://d

ata

.gov.

uk/

eZurich - eParticipation

17

The eZürich Ideas Competition collected >600 ideas

http://w

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City of St. Gallen –

Social Media & eParticipation

18

http://www.stadt.sg.ch

City of St. Gallen – MySG.ch

19

A Facebook like community platform for citizens

http://mysg.ch

Organizational Level

20

Major steps of ICT application within and

across organizations

Automation and improvements in efficiency

Electronic Data Interchange (EDI)

Interorganizational Systems (IOS)

eBusiness and Supply Chain Management (SCM)

Enterprise 2.0

1960s

today

Individual Level

21

Major steps of ICT utilization through individuals

Automated Teller Machines (ATM)

Online Networks for Consumers

Compuserve, Videotex, Bildschirmtext, Minitel, Prodigy, AOL, …

Personal Computer (PC)

World Wide Web (WWW)

Web 2.0 and Social Media

1980s

today

Individual Level

22

Major areas of ICT utilization through individuals

eCommerce Consumer

eGoverment, e.g., eTax Citizen

eHealth Patient

eHealth 2.0 ePatient

eDemocracy and eParticipation Citizen 2.0

1990s

today

A Major Trend on the Individual Level:

Selftracking and Selfmonitoring (Personal Informatics)

23

Individuals track personal data

to monitor personal activities

to share their data with

Friends on social networks

Doctors

Enabling Self Management

For people having chronic diseases

For people to stay healthy and active

Selftracking and Selfmonitoring

24

http://www.fitbit.com

Selftracking and

Selfmonitoring

25

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http://www.fitbit.com

Selftracking and Selfmonitoring

26

“ithlete - new heart rate technology

that tells you when to train and when to rest”

Calculates recommendations based on the

Heart-rate variability (HRV)

http://www.myithlete.com/

The ePatient

27

Equipped with the skills to manage their own condition.

Enabled to make choices about self-care and those choices are

respected.

Empowered

Engaged patients are engaged in their own care

Equals in their partnerships with the various physicians involved in

their care

Emancipated

Expert patients can improve their self-rated health status, cope better

with fatigue and other generic features of chronic disease such as

role limitation, and reduce disability and their dependence on hospital

care.

Emergence of Electronic Markets

or

How it Began

Electronic Market Hypothesis

29

CACM paper

June 1987

Based on

Transaction Cost

Economics

Main idea:

More market-like

coordination Malone, Thomas; Yates, Joanne; Benjamin, Robert I.: Electronic markets and

electronic hierarchies, Communication of the ACM 30, 484-497 (1987)

Electronic Markets

32

Newsletter

September 1991

SSCI listed journal

Vol 20 (2010)

Also the Bled eConference started in 1987

33

http

://b

ledconfe

rence.o

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The eCommerce Pioneers

1995 - Amazon

Start as an Online bookseller

Today:

Online shopping center

Market platforms for

Consumers and

Businesses

1995 - eBay

36

Start as an Online auction based marketplace („flea market“)

Today:

marketplace for

C2C and B2C

Auctions

Fixed prices

New products

Changing Value Creation in the Digital Economy:

Changing Value Creation Processes:

The Integration of Customers

into Value Creation

The Integration of Customers into Value Creation

41

Supplier Customer Traditional Value Chain

Customers Emerging Value Network

Inter-mediary

Solution

Need

‘Production’

Wholesaler Retailer

The Integration of Customers into Value Creation

42

eBay

Individual as seller or buyer

Through ratings the individual contributes

to the business partner’s profile

new responsibility

Amazon

Evaluation of products

Individual Recommendations

Affiliate program

…

the individual as co-creator of services

The Customer in the Center: eCommerce 2.0

1. Comments, Evaluation, Recommendations, …

44

Individuals can give feedback on any transaction

Product related

Business partner related

1. Comments, Evaluation, Recommendations, …

45

1. Comments, Evaluation, Recommendations, …

46

1. Comments, Evaluation, Recommendations, …

47

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1. Comments, Evaluation, Recommendations, …

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2. Social Software

50

Engage people

Connect people

Weblogs

Microblogs (Twitter, …)

Wikis

Social Network Services (Facebook, LinkedIn, XING, …)

… location based SNS (Foursquare, Gowalla, …)

Social Bookmarking (del.icio.us, …) … for scholarly references (BibSonomy, CiteULike, Mendeley, …)

Social Music (blip.fm, spotify, simfy, …)

Social Shopping

Social Media Sharing (Flickr, Youtube, …)

SocialTV

…

http://w

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http://www.flickr.com/photos/thbernhardt/2984100802/

Social Software Value Matrix

52

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2. Social Software – Social Networks: Facebook

53

Create your community

http://www.facebook.com/adidasoriginals

3. Crowdsourcing

54

Utilizing the intelligence of the masses

Outsourcing of tasks

Brainstorming, design, funding, …

Examples

spreadshirt.de

Starbucks Idea (mystarbucksidea.force.com)

IdeaStorm (Dell) (www.ideastorm.com)

Library of Congress & Flickr (www.loc.gov/rr/print/flickr_pilot.html)

…

Platforms

atizo.ch, bonspin.de, ideabounty.com, …

http://www.flickr.com/photos/beansandgrapes/4196948772/

3. Crowdsourcing - Example

55

www.thejohnnycashproject.com

4. Mass Customization

56

Combining

individualization of products and

efficiencies of mass production

Examples

Books (pegastar.com)

Watches (121time.com)

Shirts (dolzer.de)

Parts (emachineshop.com)

Sport shoes

http://nikeid.nike.com

4. Mass

Customization

Seite

57

http://shop.adidas.de/miadidas

http://www.miadidas.com/Main.action mongolianshoebbq.puma.com

http://nikeid.nike.com/nikeid

Mass Customization - Example

58

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5. The Long Tail

‚Web 2.0‘ – The Long Tail (Chris Anderson, 2004, www.wired.com/wired/archive/12.10/tail.html)

The Three Forces of the Long Tail

Force 1: Democratize the tools of production

Force 2: Democratize the tools of distribution

Force 3: Connect supply and demand

61

Conclusions

63

The role of the individual has changed

dramatically in the last two decades

Web 1.0: Individuals are at the end of the

one-way digitalized value chain

Web 2.0: Individuals are able to actively

participate in value creation in different

stages

Citizens, Patients, Consumers

… are at eye-level with their partners

… have to take responsibilities for

themselves and for others

… need media and information literacy

64

„Wir teilen Informationen und

unterschätzen doch ihre Macht“

(We share information

but underestimate their power)

Yasuhisa Hasegawa,

Blogger from Tokio, Japan

[FAZ.net 23.3.2011]