state of the net keynote

Digital City MechanicsA system for creating jobs...

In 1998 we began building a Digital City

In Trieste

Digitale Citta projecto• Utilizzato a banda larga di Telecom Italia • Ha lavorato con il Sindaco Illy• Integrated, rich media UI design

Built on AJAX - 6 years before AJAX

Focused on family computing

Profile pages, Multiple personae

QTVR Shopping, Seniors interfaces

Embedded Apps

Real-time Video cams - in Clubs

We Cannot Create Jobs Fast Enough...• Job training is geared toward “old Job” Models• Workforce training dollars are wasted• Not clear how many freelancers exist• Hi-tech industry doesn’t care

What is a Job? Its Changing...• No longer 40 hours a week, into an office• Virtual work habits & workgroups• Online tools, apps & services• Computers & handheld devices• Freelance nation, Project-based economy

Hi-Tech Jobs for "normal people?"• As high as 60% do not have hi-tech skills• As high as 25% unemployed in some regions• 25% of workforce are freelancers

The real Digital Divide• Feeling comfortable using computers as a tool

to make a living, to get work done• Not free laptops and net access and MS Office

Digital Economy Ecosystem building blocks

Hybrid of Technology and Sociology

• Don’t just offer the tools to the people• Make sure they USE them!• Show normal BENEFIT and VALUE from on-line

technology - make a living, not just waste time!

A New Model for Creating Jobs• Jobs require comfort online & with PCs• On-demand skills & tasks• Virtual workgroups - online tools• Project based, peer network, social-based • Involves producing LOTS of online multimedia

• Games, simulations, visualizations, videos, mashups, remixes

• Interactive multimedia + data = app economy

Open Platform• Built-in training curriculum• Real-time Video Help• Community Activity streams• Online marketplace, Job board• Community Timeline• Community Media Channels

New Workforce Training• Haves help the have nots

• Retrain workforce fortomorrow’s jobs

• $25k per job instead of $60k

• Experts -> semi-skilled -> interns

Multiple levels - simultaneously• Meta• Entrepreneurial• Community – Groups – Projects• Individuals

Lots of Multimedia production work• Interactive Encyclopedias• Knowledge bases• Business Directory• Apps, games, simulations, videos

Picking up where Broadband Infrastructure leaves off

• Existing broadband infrastructure - stops there• Gigabit networking

• Stable connection• Entrepreneurial culture• “Sense of expectation"

• Citizen dashboards - Software infrastructure• Emphasize multimedia production skills• Community engagement programs

Community Engagement is our Value-Added Differentiation

• Free training and Paid Internship programs• Local business directories and on-line marketplace• Community workshops• Local community "bureaus"• Free tech support for community organizations• Multimedia content projects and newsletters• People’s video help bureaus• On-line viral marketing campaigns by local groups• Encourage startups, independent workers, entrepreneurs

Three worlds over-lapping

• Silicon Valley Tech Industry• College educated - Under-employed• Students/Interns/Un-employed

The Elitist technology industry

• Comfortable in their success• Don’t care about jobs for normal people• Only focused on VC funded, home runs• Intellectually stimulating

Under-employed, college educated

• Never had a chance to put their skills – to use• Need motivation – to care to look for better job• No time for intellectualizing – just stay alive• Short term focused

Students / Interns / Un-employed

• Need a job• Need motivation to care – at all – about anything• What’s Intellectualizing?• “Shouldn’t there be digital jobs – for us – too?”

An integrated system

Education

On-line skillsInternships

Workshops

Video Help Desk

Focus on intangible skills needed for freelance workers

New methodology – uses on-line tools and points

Points

An integrated system

Education

Interns placed into on-going projects

Trainers training Trainers

ProjectsGames

BizDirectory

Visualizations

Sites

Videos

Learn by doingAll projects sponsored by local brands

An integrated systemBuild trust in the neighborhoods

EducationProjectsCommunityEngagement

Live events

Tech Support

OrgsMarketplace

Citizens cluster around Projects and Events

Citizens support new ways of learning

“Content” channels flow Provide free tech support to community orgs

An integrated system

EducationProjects

All activity leverages free open on-line platform

Aggregate:- Content- People- Services

CommunityEngagement

Platform

ChannelsSocial Media

Help deskMarketplaceBiz Directory

An integrated system

EducationProjects

Entrepreneurial - Jobs

CommunityEngagement

Platform

New kinds of online

marketing

ONLINE CONTENT,

MARKETPLACE & CLASSIFIEDS

CORPORATESPONSORSHIPS HYPER-LOCAL

RELATIONSHIPS

More efficient use of

workforcetrainingdollars PROGRAMS PROJECTS SERVICES

Customize a city or region

Corporate Sponsorships• Socially conscious spend their marketing

budgets = creating local jobs• Help build local cyber savvy workforce• Train workers in online job skills

BUSINESS

Hyper-Local Relationships• Authentic connection to vendors and customers• Convince global brands to spend

money locally• Timely, local, viral campaigns

BUSINESS

Online Marketplace & Biz Directory• Local businesses of all types – in our own online

local biz directory• Goods and Services sold• Provide delivery and fulfillment• Webmercials for all listings and items• Transaction and reputation services• Craig’s list + Angie’s list + Etsy

BUSINESS

Digital Economy Ecosystem

• Entrepreneurial culture

• Online job market

• Not just for companies, but individuals

• Support Independent workers, freelancers

• Collaboration, Communication, Commerce

DCM puts the deals together• Build syndicate of local investors and stakeholders• Create local subsidiary, own 51% of entity

– 49% = local investors, execs and staff

• Create accompanying 501c3 • Identify local industry to sponsor MM projects• Global brands sponsor viral campaigns - gain access

to authentic hyper-local vendors and customers– via our Biz Directory

• Setup and operate Bureaus and on-line Mktplace– offer community free services

• Customize Citizen Dashboard to the City or Region

Tech DevelopmentPlatform, Plug-ins

Interactive Content I.P.

DesignGames, Videos

Interfaces, Templates

TAMPA

Jamaica CLEVELAND

Kansas City

Tech DevelopmentPlatform, Plug-Ins

Interactive Content

DesignGames, Videos

Interfaces, Templates

Digital City Mechanics

• Working towards this for 20 years – (Odaiba, MediaBar, Trieste, SuperBowl XXXII, NOW.com, Blogging, Open Social Networking)

• Helped build an industry before – (MacroMind Macromedia)

• Social networking platform – (PeopleAggregator)

• Open standards – (RSS, OpenID, OAuth)

• Let’s do it in KC!