The Great Fragmentation: And Why the Future of All Business is Small PDF
Preview The Great Fragmentation: And Why the Future of All Business is Small
THE GREAT FRAGMENTATION and why the future of business is small STEVE SAMMARTINO First published in 2014 by John Wiley & Sons Australia, Ltd 42 McDougall St, Milton Qld 4064 Office also in Melbourne © Steve Sammartino 2014 The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Author: Sammartino, Steve, author. Title: The Great Fragmentation : why the future of business is small / Steve Sammartino. ISBN: 9780730312680 (pbk) 9780730312703 (ebook) Notes: Includes index. Subjects: Business enterprises. Information technology. Information society. Dewey Number: 658.4062 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Cover design by Wiley Cover image © iStock.com/ pavlen Disclaimer The material in this publication is of the nature of general comment only, and neither purports nor intends to be advice. Readers should not act on the basis of any matter in this publication without considering (and if appropriate, taking) professional advice with due regard to their own particular circumstances. The author and publisher expressly disclaim all and any liability to any person, whether a purchaser of this publication or not, in respect of anything and of the consequences of anything done or omitted to be done by any such person in reliance, whether whole or partial, upon the whole or any part of the contents of this publication. CONTENTS Preface About the Author Chapter 1: The industrial deal: the shift from industry to technology Terms and conditions Unlearning A new business infrastructure The 4Ps Chapter 2: A global revolution: industrial leapfrog Beyond the fortunate few The multi-generational shift Changing habits Lifetime employment From employees to projecteers Industrial education Startup culture The truth about competitors Notes Chapter 3: The social reality: beyond the surface of social media It’s permanent Digital conversations = collective sentience Social media as an industrial-system protest Network diffusion Soul-crushing corporations Notes Chapter 4: Life in boxes: the industrial formula for living Parasocial interaction The homo sapiens operating system Dunbar’s number Enemy territory? Digital clustering Virtual is real IRL vs AFK Virtual is the physical preamble Let’s go surfing Digital replicates physical There is no ‘digital’ What’s your electricity strategy? The market doesn’t care when you finished school Getting your digital on It’s not my job Welcome to med school Note Chapter 5: Rehumanisation: words define our future Dead-end products A future of unfinished products The malleable marketplace Corporate skulduggery? Outsourcing logic The end of bison hunting The tastemakers The selfish era So how do we survive? Creative types Collaboration, creative orientation and counter intuition Note Chapter 6: Demographics is history: moving on from predictive marketing How to get profiled The price of pop culture The best average The weapon of choice Don’t fence me in How do you define a teenager? Stealing music or connecting? Marketing 1.0 Marketing revised The new intersection Social + interests = intention The story of cities Do I know you? The interest graph in action The anti-demographic recommendation engine Chapter 7: The truth about pricing: technology and omnipresent deflation Technology deflation Real-world technology deflation The free super computer The crux is human It’s getting quicker Technology curve jumping Technology stacking Omnipresent deflation Consumer price index trickery Connections and the impact on prices Economic border hopping The new minimum wage Notes Chapter 8: A zero-barrier world: how access to knowledge is breaking down barriers So what’s changed? Why do we even own stuff? The sharing economy Personal access Physical access Ownership is a mental state Commercial access Access to everything A personal global factory The clothing company The two-way street The laptop corporation Chapter 9: The infinite store: rebooting retail The physical and virtual challenges Retail was easy The retail revolution What retail forgot The discount death spiral Price and range equalise Same brand, different plan The questions that matter Selling online If you make, you retail (big and small) Border hopping and digital reinvention Experience > item Clues in coffee culture Chapter 10: Bigger than the internet: 3D printing A virtual physical reality The history of technology repeats The home factory Piracy on steroids Dad vs daughter Notes Chapter 11: Screen play: post–mass media Television is no more Device convergence Digital demarcation Mass-media platform fragmentation The legacy media challenge Blogs vs The New York Times Who do you trust? Screen first Media then/media now Platforms on platforms How to live in niche land People don’t have average interests Channelology The price of attention Channelling an audience This ain’t no Super Bowl Fill the channel void The easiest way to get attention Curation We’re all media companies We’re all nodes On the fast track to amazing Subscription television is doomed On-demand subscription We don’t want your packaged deal The usability gap In-home demos Demographics to the people Screens and cave walls Advice from a pirate The content producers forgot Winners and losers Chapter 12: Too big to fail?: the great financial disruption Their own private Napster They lost the most important asset So what do banks actually do? It’s virtual and data driven The leaky bucket Circumventing banks What is currency? Digital and crypto currencies It’s just another technology stack Why should banks care? Unstable yet permanent Crowdfunding Redefining decision authority Unearthed economic value Don’t expect a rush on the banks Do expect marginalisation Chapter 13: The 3-phase shift: a closer look at the web The phases Evolution at warp speed Inventing and stealing time Immature technology The web of things It’s already begun Will everything be connected? Then what? What’s first? The physical mash-up If-this-then-that living Ambient sharing Notes Chapter 14: The big game: an introduction to gamification Child’s play Digital game grooming More than a niche Games are for nerds, right? Friday night lights Yes, but it’s different Emotions + incentive = shaped behaviour People won’t share that stuff Bursting into reality Rising realism Doing > having The gaming mentality The sixth sense Our decentralised nervous system Start making sense Product = computer Mash-up heaven The seed is planted Not if, but when and who Chapter 15: System hacking: a great idea with a bad reputation Hacking defined Hacker culture Hacking is inevitable Retail hacking
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