relationships versus contacts

Relationships versus Contacts: Propaganda & Marketing

vsGlobal Co-Creation

Professor Prabhu Guptara

prabhusguptara@gmail.com

The Generations of Technology

(moving from “craft” technology)

•Automate existing processes

The Generations of Modern Technology

• Automates existing processes (up to Artificial Intelligence)

•Builds bridges between parts of a corporation that had little to do with each other

The Generations of Modern Technology

• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

•Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

The Generations of Modern Technology

• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

•Destroys the walls between an organisation’s internal divisions

The Generations of Modern Technology

• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

• Destroys the walls between an organisation’s internal divisions

•Eliminates boundaries between industries

The Generations of Modern Technology

• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

• Destroys the walls between an organisation’s internal divisions

•Eliminates boundaries between industries, time & space

The Generations of Modern Technology• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

• Destroys the walls between an organisation’s internal divisions

• Eliminates boundaries between industries, time & space

• Fosters the illusion of OMNISCIENCE (Google Glasses, Big Data, Quantum Computing…)

The Generations of Modern Technology• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

• Destroys the walls between an organisation’s internal divisions

• Eliminates boundaries between industries, time & space

• Fosters the illusion of omniscience

•Generating the Internet’s peer-to-peer economic & social practices,

just extending FROM music, publishing etc.

TO energy, logistics, and manufacturing

The Generations of Modern Technology• Automates existing processes

• Builds bridges between parts of a corporation that had little to do with each other

• Cancels traditional divisions and creates entirely new divisions in the way you can organise a company

• Destroys the walls between an organisation’s internal divisions

• Eliminates boundaries between industries, time & space

• Fosters the illusion of omniscience

• Generating the Internet’s peer-to-peer economic & social practices, just extending FROM music, publishing etc. TO energy, logistics, and material fabrication

(a Collaborative Commons displacing industrial capitalism?)

The Corporate Perspective/ Production of goods/ services

•Artisanal: individual producer dependent on friends and family for any necessary support in terms of purchasing, production, sales, delivery….

Production of goods/ services

• Artisanal:

•Industrial: based on ownership of capital, land, and other resources -including “loyal full-time employees”

Production of goods/ services

• Artisanal:

• Industrial:

•“Manufacturing for one” ( or “custom-manufacturing”): customers interface with the existing production system to “assemble” a product or service from pre-existing choices

Production of goods/ services

• Artisanal

• Industrial

• “Manufacturing for one” ( or “custom-manufactured”)

•All dependent on the model: production-sales

Production of goods/ services

• Artisanal

• Industrial

• “Manufacturing for one” ( or “custom-manufactured”)

• All dependent on the model: production-sales

•Assumption: knowledge, expertise, technique reside with the producer

The consumer perspective

•End of WWII reveals a world of scarcity: the problem was simply:

• not enough product!!!

Meanwhile, customers… - 1

• From around 2000 AD:

•Education and ever more user-friendly technology lead to the public becoming increasingly knowledgeable, experienced and savvy

• From around 2000 AD:

• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”

•Falling technological, regulatory and financial barriers to entry mean that these customers may just organise things for themselves!

Meanwhile, customers… -2

• From around 2000 AD:

• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”

• Falling technological, regulatory and financial barriers to entry mean that these customers may just produce things for themselves

•Not only that, but they could even become competitors!

Meanwhile, customers… -3

Meanwhile, customers… - 4• From around 2000 AD: • Education and technology-user-friendliness lead to increasingly

knowledgeable, experienced and savvy “customers” • Falling technological, regulatory and financial barriers to entry mean that

these customers may just produce things for themselves – and even become competitors!

•Companies began to respond by re-configuring their entire business model

Meanwhile, customers… - 5• From around 2000 AD:

• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy “customers”

• Falling technological, regulatory and financial barriers to entry mean that these customers may just produce things for themselves – and even become competitors!

•Companies began to respond by re-configuring their entire structure:•Engaging in dialogue with customers•Mobilising communities•Co-creating the content of their experience

In the world of information/content:

•User-generated content: blogs, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video files, audio files, etc. created by users of an online system or service

But what about “open access”?

• Cost-free access to content, e.g. in published peer-reviewed scholarly journals… which are otherwise (still!) extremely expensive

• Their subscription prices have risen at triple the rate of inflation for the past three decades (Harvard Magazine, issue 1, 2015)

• In 2014, the most expensive journals subscribed by Harvard libraries were• the monthly Journal of Comparative Neurology (John Wiley) at $28,787

• and

• the weekly Science (American Association for the Advancement of Science) at $26,675

Open Content - examples“Open Textbooks”: easily updatable, can be modified according to a teacher's needs

Open Collaboration

• e.g. Wikipedia

In the world of Information Technology itself

OPEN-SOURCE SOFTWARE .

• users have full access to the source code, e.g. for the purpose of study

• Can make their own changes and improvements to the source code, and

• Distribute the software to anyone and for any purpose!

The world of manufacturing has “user-innovation”

Nike gave customers online tools to design their own sneakers

Open Advertisement/ PR/ Marketing

Did Cloud lead to the Sharing Economy?

Relationships versus Contacts: Beyond Propaganda & Marketing

towardsGlobal Co-Creation

Professor Prabhu Guptara

prabhusguptara@gmail.com