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.
– Match.com (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: www.takingitglobal.com — 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)
– Match.com 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