The Future of Software Development - Devin AI Innovative Approach.pdf
The Next Web
1. The Next Web
Inspiration to new business possibilities
in Web 2.0 for companies
Andreas Johannsen ¬ 2007-08-05
http://www.flickr.com/photos/hotair2112/161757853/
2. Hello
• Web Communications Consultant
• Associate partner at Connecta
• www.andreasjohannsen.dk
3. http://www.flickr.com/photos/doxa/356829949/
Relationships
Interactions
Complete, traditional marketing
The Web evolution
machines with newsletters etc
Product brochures
Company profile brochures
4. What's going on
on the Web?
http://www.flickr.com/photos/seannarae/18271298/
5. Corporations are tearing down their corporate firewalls and starting to develop, market and support products WITH partners and
customers. Not just TO them.
6. Interaction between company and partners/customers are moving from impersonal to personal.
Employees are getting faces.
7. Wikis are replacing classic intranets.
Wikis are systems of pages that anyone can edit on-the-fly.
9. Companies are establishing parallel presences:
Physical (main + global offices), Virutal on Web, Virtual on Second Life etc.
10. The Web has become a social thing.
Information seeking is not enough - relationships are more important.
11. From Web 1.0 to 2.0
• Web 1.0 is doing all the stuff we did before Web— on the
Web.
• Web 2.0 is about participation and relationship.
• Web 1.0 is monologue.
• Web 2.0 is conversation.
• Web 1.0 is thinking quot;we are the expertsquot;.
• Web 2.0 is acknowledging the fact that quot;users know
more than usquot;
12. If I were a
company...
http://www.flickr.com/photos/randomurl/421640496/
13. In product development...
• Find out what users are talking about
• How are they using our products? The way we intend?
Or better? What can we learn from it?
• What do they like/dislike about our solutions, products
and services?
• Invite customers and partners in to co-develop new
solutions, products and services — and test new ideas
http://www.flickr.com/photos/randomurl/421640496/
14. In marketing/
communications...
• Find out what market is talking about when it comes to
your area of business
• Let customers and partners market the products for you
• Open the company and let partners feel closer to you
• Get visual — images communicate more than words
• Use blogs to establish the company as the authority
when it comes to your area of business
http://www.flickr.com/photos/randomurl/421640496/
15. Inside the organisation...
• Use wikis and internal blogs to share knowledge and as
drivers for innovation
• Use photo sharing service to reinforce feeling of
belonging to the same company
• Use prediction markets to foster new ideas and let them
compete agains each other
http://www.flickr.com/photos/randomurl/421640496/
16. In HR...
• How do you attract the best employees?
Show what a great and fun place it is to work.
• Show people, places and processes.
• When considering new key personnel, look for the
connected ones.
• Use social business networks for recruitment.
http://www.flickr.com/photos/randomurl/421640496/
18. Instant access to everything
— everywhere and anytime
• Access no longer limited to desktop og laptops but
embedded in most electronic equipment: Phones, cars,
watches, fridges...
• Internet gets location awareness (GPS added to all devices).
• Partners and customers expect to interact with your
company anytime — and in depth.
• Data (eg. XML) gets more important than presentation (web
pages). Don't tie data to browser presentation.
http://www.flickr.com/photos/jimbarter/426677134/
19. Good and bad stories
spread faster than fire
• The story about one bad customer experience have a
global audience and will potentially be found right next to
the company on Google.
• New collective mechanisms for information filtering are
more powerful than traditional editorial mechanisms.
• Post-filtering rather than pre-filtering.
• Companies must monitor the conversations on the Web
24/7.
• Companies must be able to react much faster than today.
• Google Blogsearch is more important than press
clippings. Faster, broader, free.
http://www.flickr.com/photos/jimbarter/426677134/
20. Sharing is caring
• Why do people make software for free? Music? Art?
Research? Great articles on Wikipedia?
• Contributing to the network pays off because people are
rewarded with better reputation in the network.
• Don't underestimate the value of stuff because it's free.
• One of the most profitable business models today is
providing platforms for sharing (YouTube, MySpace,
Google...)
http://www.flickr.com/photos/jimbarter/426677134/
21. Moving from the age of Mass
Media to Masses' Media
• What does it take to establish a global TV station?
• A mobile phone + hosting + free software
• Most people can create their own mass media in a few
hours reaching the entire global online population.
• What are they saying about your company?
• Do our company have to speak with one voice?
• Why do companies spend so much money on advertising
in old mass media when fewer and fewer are watching?
• Companies should make their own mass media — TV,
radio etc.
http://www.flickr.com/photos/jimbarter/426677134/
