Talk about "Social media as a disruptive innovation" at RECORD seminar

1. Norwegian School of Management Social media as a disruptive innovation Arkitektur- og designhøgskolen i Oslo 20 september 2010 Dr. Espen AndersenAssociate ProfessorBI Norwegian School of Management www.espen.com self@espen.com @espenandersen #recordseminar

2. My view of the world… Business environment Technology changes enables impacts Strategy

3. Technologyevolves, slowlychanginghowwebehave… With loweredcommunicationcost, wesubstitutecommunication for planning* With loweredsearchcost, wesubstitutesearch for categorization** * Andersen, E. (2002) Attendre le Suitcase, ACM Ubiquity, 3 (7)**Andersen, E. (2006) The waning importance of categorization. ACM Ubiquity 7 (19)

4. Searching rather than categorizing is disruptive to categorizers

5. Pace of Technological Progress Performance that customers can utilize or absorb Disruptive technologies Disruptivetechnologiesdisruptcompanies, not technologies Christensen, Clayton M. (1997). The Innovator's Dilemma: Why New Technologies Cause Great Firms to Fail. Boston: Harvard Business School Press Incumbents nearly always win Sustaining innovations Performance Entrants nearly always win Time

6. Low-end vs. non-consumption disruption Performance that customers can utilize or absorb Different measure Of Performance Disruptive Innovations: Competing against non-consumption Non-consumers or Non-consuming occasions Time Incumbents nearly always win Sustaining innovations Performance Time Entrants nearly always win Christensen, Clayton M. (1997). The Innovator's Dilemma: Why New Technologies Cause Great Firms to Fail. Boston: Harvard Business School Press

7. Knowledge about search behaviors more valuable than the information itself http://kornet.nu/blindhona/arkiv/001946.html ”The database ofintentions”-- John Battelle

8. Directdisruption?Social networks and headhunters D E F B A G C I H Burt, R. S. (1992). Structural Holes: The Social Structure of Competition. Cambridge, MA, Harvard University Press.

9. Assisteddisruption:Valuechainevolutionfacilitated by socialnetworks Publisher Selection Editing Physicalproduction Marketing Book shop Selection Display Physicalsale Marketing Book club Selection Display Physicaldistribution Marketing Author Reader

10. Futureevolution:Protocols, curation and seedsgives – semantics! Andersen, E. (2010) Edging towards the semantic web: Protocols, curation, and seeds (forthcoming in ACM Ubiquity)

11. www.espen.com www.tversover.com www.appliedabstractions.com Thankyou!