Wikinomics — Wirtschaft 2.0

Don Taps­cott — Wiki­no­mics

Zusam­men­fas­sung der Rede auf der Web 2.0 Expo, Novem­ber 2007 Ber­lin

Das Web 2.0 ist deut­lich mehr, als ein “Mit­mach-Web für wit­zi­ge Vide­os und Fotos” — eine Bezeich­nung, die irr­tüm­lich und dümm­lich ist. Web 2.0 bedeu­tet eine fun­da­men­ta­le Rich­tungs­än­de­rung im Web und damit auch in den Unter­neh­men, im Mar­ke­ting und der Gesell­schaft.
Das Inter­net hat in den letz­ten Jah­ren nicht nur einen bedeu­ten­den Teil der Welt und der Wirt­schaft, son­dern auch sich selbst grund­le­gend ver­än­dert. Vor allem der Wech­sel von hmtl auf XML hat dyna­mi­sche, offe­ne Anwen­dun­gen ermög­licht.

Geschäft 1.0 bedeu­tet “Con­tent”, also Inhal­te und Ide­en und deren Ver­mark­tung im klas­si­schen Medi­en­den­ken. “Geschäfts­mo­del­le 1.0” sind mas­siv von “Geschäfts­mo­del­len 2.0” ver­drängt wor­den. Bei­spie­le?
MTV wur­de als Anbie­ter von Musik­vi­de­os von MyS­pace ver­drängt, wo sich Bands, Ihre Musik und Ihre Vide­os sel­ber dar­stel­len und direkt mit Ihren Fans ver­net­zen. Einen Mitt­ler a’la MTV braucht es da nicht mehr.
— Kod­ak EasyS­ha­re hat­te gegen Flickr kei­ne Chan­ce.
— (Part­ner­sei­te) wur­de von Face­book geschla­gen.
Es geht vor allem um die Denk­wei­se, nicht um die Tech­no­lo­gie. So hat der Besit­zer einer Gold­mi­ne in Web 2.0 Art den Wert sei­nes Unter­neh­mens von 90Mill. US$ auf 10Mrd.US$ gestei­gert.

Die Wesens­zü­ge der “neu­en neu­en” Wirt­schaft:
1. Peer in
2. Open ide­as
3. Prosumers
4. Sci­ence of Sharing
5. Open Platt­forms
6. Glo­bal plant flour

» Don Taps­cott, Video der Rede auf Seven­load

Voll­stän­di­ges Tran­script:- Web 2.0 means the big­gest Chan­ge for Corp. the last cen­tu­ries
— “YOU” = Per­son of the year; Time Maga­zi­ne
— Toron­to: 3Mil. Peop­le / 800.000 from Toron­to in Face­book
— soci­al net­wor­king now is soci­al pro­duc­tion
(now: rom soci­al con­tent to soci­al tran­sac­tion)

- the rea­son for ever­y­thing is the switch form html (Con­tent = Web­sites) -> xml

(com­pu­ta­ti­on of con­tent)
— web now is a huge glo­bal com­pu­ter
— also gene­ra­tio­nal revo­lu­ti­on -> his 11 year old son used the “Hub­b­le Tele­scop” via the web.
— Tech­no­lo­gy like air — it’s just the­re
— they use less TV and that dif­fe­rent
— com­ing home: Com­pu­ter all­ways on — rea­ding, orga­ni­zing, com­mu­ni­ca­ting a.s.o. — the­re brains are wired dif­fe­rent then by the gene­ra­ti­on befo­re
— the 11 year old is an aut­ho­ri­ty!! gui­ding the par­ents to some­thing that chan­ges the world
— “e-Mails like yes­ter­days tech­no­lo­gy and a “for­mal tech­no­lo­gy” only good for elder like fri­ends par­ents”; ins­te­ad: face­book
— peop­le are mas­siv­ly time-shif­ting from TV; if you are the CEO of an ad agen­cy thats the sca­riest thing you ever seen
— stu­dents tea­ching the tea­cher about the web; the oldest 12 year old
— with 16 sold a web­site with 20Mill. visi­tors a month
— next com­pa­ny: — net­works for kids that will chan­ge the world
— Kod­ak was bea­ten by Flickr (Pho­tos)
MTV bea­ten by MyS­pace (Music- Video: Con­tent­pro­vi­der bea­ten by Own Con­tent and Com­mu­ni­ty; now 45.000 Bands the­re)
— bea­ten by Face­book
— some Blogs are even big­ger then Main­stream Media
— his son crea­ted a Face­book Com­mu­ni­ty for his book Wiki­no­mics
— grew very fast… 130 mem­ber in 7 coun­tries with coun­try coor­di­na­tors wit­hin days incl. CIO of the com­mu­ni­ty
— Kids con­tri­bu­t­ed and found “error”
-> self­or­ga­ni­za­ti­on
— eco­no­mic revo­lu­ti­on: fun­da­men­tal chan­ge for the natu­re of coope­ra­ti­ons
— steps: res­sour­ce allo­ca­ti­on — tran­sac­tion costs — costs of search — costs of coor­di­na­ti­on aso are che­a­per wit­hin a cor­po­ra­ti­on then in an open mar­ket
— the exten­ded enter­pri­se — com­pa­nies unbund­led into net­works
— peers not only net­work but pro­du­ce soci­al­ly — real time
— Peer pro­duc­tion: soft­ware, brow­ser, app­li­ca­ti­ons soft­ware (150.000 apps), mutu­al fund, bank, motor­cy­cle
— soci­al revo­lu­ti­on and eco­no­mic revo­lu­ti­on: the ear­ly days of a very pro­found chan­ge
— examp­le “Gold Corp.” — Gold mining com­pa­ny
— trans­for­med Linux & Open Source Model into gold­mi­ning
— Gold Corp Chal­len­ge: for the first time the geo­gra­phic data for gold whe­re published

open on the web
— 77 sub­mis­si­on from ever­y­whe­re in the world, used tech­ni­chi­ans he never heard of
— for 500.000 US$ Pri­ce money he found gold for 3.4 Mrd. US$
— mar­ket value of the com­pa­ny rai­sed from 90 mill. US$ to 10 Mrd.US$

- Princi­ples of Wiki­no­mics
— 1. peer in (ever­yo­ne can be a peer — examp­le gold­mi­ning: che­mists, com­pu­ter 3d design …)
— “we is smar­ter then me” — book writ­ten by 1000 peop­le with a wiki
— esta­blish trust via online
— 2. ide­as (?) (around 36min)
— open mar­kets for ide­as and inno­va­ti­on
— half of P&G inno­va­tions comes from out­side the com­pa­ny end 2007
— 3. Prosumers
— tur­ning custo­mer into a pro­du­cer
— second life
— desi­gner build a 30 year old ava­tar — he is around 60 — for the 18 year old 30 was very old…
— 2008 will be the year when the record indus­try col­lap­ses
— grey album (mix of the Beat­les white and the JayZ black album — both albums were sold much more but the mixer was put in jail)
— “Dori­tos” custo­mer pro­du­ced ads for the Super­Bowl
— T-Shirts
— 4. Sci­ence of Sharing
— Kil­lerApp for Wiki­no­mics: may­be Saving the pla­net
— 5. Open Platt­forms
— Ama­zon API ope­ned — tons of pro­gramm­ers star­ted to work with it
BBC — co-crea­te the BBC
— 6. the glo­bal plant flour (around 38min30sec)
— sup­pliers for Boing beca­me Peers
— best air­craft ever made — while Air­bus in trou­ble
BMW the same, co-crea­ti­on of inge­neurs
— be pre­pa­red for the 1000€ Open Source Car com­ing from Chi­na
— Lea­dership is a per­so­nal oppor­tu­ni­ty for ever­y­bo­dy if he wis­hed
— the model for the web has chan­ged as the model for enter­pri­ses too
— Time has come for web 2.0 and pro­found chan­ges in the natu­re of the cor­po­ra­ti­on

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One Reply to “Wikinomics — Wirtschaft 2.0”

  1. Auf recei­ver gibt es ein guten arti­kel zu

    Wiki­no­mics – Har­n­essing col­la­bo­ra­ti­on out­side and insi­de the cor­po­ra­ti­on. Don Taps­cott and Antho­ny Wil­liams in recei­ver maga­zi­ne


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