state of the net keynote
DESCRIPTION
This is a "Digital City" project presentation, specifically designed for a conf in Trieste, Italy. 14 years ago I worked on a "digitale citta" projecto - and soTRANSCRIPT
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!