Software Development changed a lot over last twenty years. From desktop to web, to platform development. In this slide deck I show you these impacts and present a new manifesto for technologists building interactions.

1. Building Interactions
Bastian Buch

2. Bastian Buch
Head Of Technology – Customer Platform @ Scout24
Father of 2 boys
Regis24, Yagma / ProMarkt / Makromarkt, TAO
Consulting Singpore, Antwerpes & Partner
Technologist & Innovation Lover
@codovation

5. As a coder or developer you
probably need to re-think!
You are not in the Business of Building Software
anymore, you are in the Business of Building
Interactions. And that changes a lot.
I want to tell you why.

6. Mainframe
System
Development
Software
Development
Web
Development
Platform
Development
Something
With
(Virtual)
Reality?
Evolution of Software Engineering

7. Human-Computer
interaction involves the
study, planning, design
and uses of the
interaction between
people and computers.

8. Platform interaction
involves the study,
planning, design and
uses of the interaction
between people via
communication devices.

9. A platform is a plug-and-play business
model that allows multiple participants
to connect to it, interact with each other
and create and exchange value.
Inspired by Sangeet Paul Chouhardi

10. People
Inventory

11. People
Inventory
Adding Value
Platform that enables
Communication, Interaction and Transaction
Platform that leverages around units of value
and sources of inventory
Interaction &
Transaction

12. Building Blocks of a
Platform
The
Magnet
The
Toolbox
The
Matchmaker
Creates Connection by making
it easy for others to plug into the
platform. Infrastructure that
enables interactions between
participants.
Creates pull that attracts
participants to the platform with
a kind of „Social Gravity“:
Incentives, reputation systems,
pricing models, social media
levers.
Fosters the flow of value by
making connections between
producers and consumers. Data
is in the heart of successful
matchmaking

13. Consumer
Consume the goods producers
deliver on the platform.
Producer
Produce goods and deliver those via
the platform
Others
Also have interest in the data or
capabilities of the platform
Things
Real World objects that interact with
or on behalf of other participants.

14. So, in a way, you are creating this.

15. and probably this...

16. Every single market is changed...
... Eating, Marketing, Hotels / Accomodation, Coaching / Mentoring / Health, Insurance, Realtiy
Work Real
Estate
Building
Companies
Sports Commerce Finance Gaming Travel Education

17. Uber completely disrupts the taxi market
39,00%
9,00%
52,00%
2014
Rental Car Uber Taxi
36,00%
29,00%
35,00%
2015
Taxi: - 17%
Uber: + 20%
In 1 year

18. 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
35000
30000
25000
20000
15000
10000
5000
0
Global Internet Devices - Forecast
Things
Wearables
Smart Home
Smart TVs
Media & Tablet
Smartphones
PCs / Laptops
to 3.8 bn
internet users In 2020
from 1.2 bn
internet users In 2007

19. 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
35000
30000
25000
20000
15000
10000
5000
0
Global Internet Devices - Forecast
Things
Wearables
Smart Home
Smart TVs
Media & Tablet
Smartphones
PCs / Laptops
to 3.8 bn
internet users In 2020
from 1.2 bn
internet users In 2007
This is why you learned about
Human –Computer – Interaction
In University
This is why you as a technologist should master
Human To Human Interaction and broaden your
Technology skills.

20. With a growing need for speed and daily
technological innovations to adopt,
organizations invented new kinds of
collaboration.
Market Segment
Organizations
Incremental work in
Agile Teams
Interdisciplinary
Product Teams

21. The
Interac0on
Builders
Fly Wheel
Data &
Analytics
Content
Marketing
Software
Development
Messaging
IT Operations
Marketing
Applications
Web
Mechanics
Social &
Mobile
Platforms
Backend
Dev
Frameworks
Data Mining
& Anallytics
Databases
& Big Data
Privacy &
Security
Cloud
Agile Dev.
Web &
Social
Analytics A/B &
Multivariate
Testing
E-Mail
Marketing
Automation
CRM
Personalizat
ion
Artificial
Intelligence
Behavioral
Targeting
Social &
Mobile APIs
SMOVideo &
Delivery
Networks
SEO
FE (HTML,
CSS, XML)
HTTP,
REST,
Cookies
Javascript
Human
Interactions,
Communication,
Psychology
Delivery
Agile
Project
Management
Entrepreneurship
The
Magnet
The
Toolbox
The
Matchmaker

22. The
Interac0on
Builders
Fly Wheel
Data &
Analytics
Content
Marketing
Software
Development
Messaging
IT Operations
Marketing
Applications
Web
Mechanics
Social &
Mobile
Platforms
Backend
Dev
Frameworks
Data Mining
& Anallytics
Databases
& Big Data
Privacy &
Security
Cloud
Agile Dev.
Web &
Social
Analytics A/B &
Multivariate
Testing
E-Mail
Marketing
Automation
CRM
Personalizat
ion
Artificial
Intelligence
Behavioral
Targeting
Social &
Mobile APIs
SMOVideo &
Delivery
Networks
SEO
FE (HTML,
CSS, XML)
HTTP,
REST,
Cookies
Javascript
Human
Interactions,
Communication,
Psychology
Delivery
Agile
Project
Management
Entrepreneurship

23. Old School Marketers & Product Managers
OldSchoolEngineers
Techsavvy
Marketing / Product savvy
NEW SCHOOL:
Marketing Technologists
Creative Technologists
Growth Hackers
Data Scientists
Interaction Builders

24. Keep loving what you do, be
passionate about it, stay curious,
learn, advance your capabilities.

25. As a coder today you have the
power to make the world a
better place by enabling
complete new kinds of real
world interactions.

26. Time for a new MANIFESTO?

27. When Building Interaction the difference between UX,
Frontend Development, Backend Development,
Hardware Development, Psychology, Business
Build
Channels for Human Interaction
Instead of Systems waiting for someone to input data.
A Tech Business is (no longer) about the
(Features
& Software It sells)
Interaction it enables !!!
Formerly there was a Seller, selling your Software.
NOW: You build a platform that sells itself,
by using the dynamics of
Network Effects.
EXAPTATION
Buidling interactions is mostly about
about redefining and combining exisiting stuff to create new
human capabilities.
DISSOLVES
As a Technologist In a Platformed world

28. Thanks.
At Scout24 in Berlin we hire Interaction Builders:
http://bit.ly/1nOSqEW
or contact me at LinkedIn:
https://www.linkedin.com/in/bastianbuch