Herman Gyr , EDG
The digital revolutions new media users
turning chaos into strategy and strategy into action
Make frameworks to make abstract things into action.
analogue to digital: what does the shift mean?
- non liniær
- moore’s law – hver 18ende måned fordobles computational power.
behaviour patterns:
human being have different states where they act differently. It’s talking about scenes, roles and human acting dfferently ind different contexts.
Web makes that we can have different roles sittig in the same physical place.
Anna
is the analogue expression of our self.
quality programmes
Andy
is analougue/digital. Express myself playfully.
playful-digital – enabled
cool interactive experience
DJ
Digital Joe (or jane)
creative-impactful – empowered
easy to use tools
Syndi
synthesizing
sharing/networkig.
platform for connecting and sharing
One person is all roles.
To each role we have different needs. have to rethink competion, benefits, approaches and needs again for each. What is important in each role.
The multidimentional consumer
oktober 17, 2006 kl. 10:45 pm
Nice summary from the talk at New Media Days. Some of you might be interested in a bit more context:
Continuously changing customer value in the digital age
• Throughout human history social and economic development has always been driven by transformative technological advances which disrupted existing “value” and established new expectations of what was possible and therefore transformed what human beings valued.
• However, never before has the transformative technology itself continued to evolve at an exponential rate. The “engine” of the current “information age” is the microprocessor, which continues to double in processing speed (amount of information processed) every 18 to 24 months. Although this phenomenon was first reported by Douglas Engelbart of SRI International, it is best known as “Moore’s Law.”
• If the internal combustion engine (a critical driver of the industrial era) had followed this trajectory, it would today be a billion-billion times more powerful than it was 110 years ago. Just imagine…
• The main impact from this ongoing exponential development is that again and again, and in rapid progression, industry-changing technologies emerge that were not predictable just a short time earlier, and which again and again transform how people behave and what they value.
The changing nature of the customer
• Human beings have always exhibited the natural capacity for a multi-dimensional range of interests, “states of mind” or mindsets. For example”
o There are times where our fundamental state is one of passivity and reflection. During these times we prefer experiences that nurture us, that allow us to remain comfortably passive.
o At other times we find ourselves engaged in playful or interactive exchange, and are looking for stimulation that allows for interaction.
o Then again there are times where we want to express ourselves creatively and make an impact on the world. When in this state of mind, we are looking for tools and capabilities that enable us to effectively express these pro-active yearnings.
o And finally, there are times where we most aim to be in community, connected with others, in a state of synergy and co-creation and contribution to the greater good.
• Because of rapidly progressing digital technology these natural human tendencies are finding expression in significantly expanded and sometimes entirely new ways that also no longer necessitate a shift in physical location.
• For many businesses this development becomes apparent in the increasingly multi-dimensional expectations customers have about the value they want to receive from a product or a service, and about their interaction with or their own contribution to that product or service. Customers have increasingly more multi-dimensional expectations from products or services, looking for a range of benefits related to any or all of their interests.
Anna, Andi, DJ and Syndi
• We describe the 4 mindsets of the multi-dimensional customer as 4 differentiated types:
o Anna (derived from “analog”), represents the passive-reflective mindset. This customer is looking to be taken care of or enriched by a high quality experience or product.
o Andi (derived from “analog-digital”) is looking to engage in playful-interactive activity. This customer is looking to be enabled by a product or service that allows for effective interaction with content or in relationship.
o DJ (as in “Digital Joe” or “Digital Jane”) wants to express him/herself creatively and have impact. This customer is looking to be empowered by a product or service so s/he can more effectively create, share knowledge and have impact on the world.
o Syndi (as in “Synthesizing”) is looking to be connected and be in community with others giving of themselves, expanding the potential of the whole.
Companies that understand this development can gain unique advantage, e. g. by changing their approaches from serving only a uni-dimensional and mostly passive-receptive customer, to one that is multi-dimensional and integrated: engaging, enabling and empowering customers to master their full range of digitally-enhanced experience and capabilities.
februar 16, 2007 kl. 6:26 am
Bush and the Republicans were not protecting us on 9-11, and we aren’t a lot safer now. We may be more afraid due to george bush, but are we safer? Being fearful does not necessarily make one safer. Fear can cause people to hide and cower. What do you think? How does that work in a democracy again? How does being more threatening make us more likeable?Isn’t the country with
the most weapons the biggest threat to the rest of the world? When one country is the biggest threat to the rest of the world, isn’t that likely to be the most hated country?
Our country is in debt until forever, we don’t have jobs, and we live in fear. We have invaded a country and been responsible for thousands of deaths.
The more people that the government puts in jails, the safer we are told to think we are. The real terrorists are wherever they are, but they aren’t living in a country with bars on the windows. We are.