Cyber-economies and the Real World Alan Dix Lancaster University, - PowerPoint PPT Presentation

Cyber-economies and the Real World Alan Dix Lancaster University, vfridge and aQtive http://www.hcibook.com/alan/papers/SAICSIT2001/

cl c lo l os o se s e e e en e nc n co c ou o un u nt n te t er e rs r s s c c l o s e e n c o u n t e r s Three real and virtual people who have shaped my vision of: ¥ what will be ¥ what may be ¥ what might be if we make it so.

cl c lo l os o se s e e e en e nc n co c ou o un u nt n te t er e rs r s s c c l o s e e n c o u n t e r s a 16th-century Venetian Monk Mrs Goggins at the electronic village shop a Birmingham prostitute

cl c lo l os o se s e e e en e nc n co c ou o un u nt n te t er e rs r s s 1 1 1 c c l o s e e n c o u n t e r s 1 a a 1 16 1 6t 6 th t h h C Ce C en e nt n tu t ur u ry r y y a a 1 6 t h C e n t u r y Ve V en e ne n et e ti t ia i an a n n M Mo M on o nk n k k V V e n e t i a n M o n k

on o ne n e e m ma m an a nÕÕ n Õs Õ s s j jo j ou o ur u rn r ne n ey e y y o o n e m a n s j o u r n e y ¥ ÒA MapmakerÕs DreamÓ (James Cowen, 1996) Ð Fra Mauro, 16th-century Venitian monk Ð cartographer Ð explorer within an island monastery ¥ the world Ð not just rivers and mountains Ð ideas, imagination, culture

fo f ou o ur u r r a ag a ge g es e s s f f o u r a g e s

fo f ou o ur u r r a ag a ge g es e s s o of o f f i in i nf n fo f or o rm r ma m at a ti t io i on o n n f f o u r a g e s o f i n f o r m a t i o n ¥ Age of Proximity Ð 40,000-60,000 years Ð control and information by physical contact

fo f ou o ur u r r a ag a ge g es e s s o of o f f i in i nf n fo f or o rm r ma m at a ti t io i on o n n f f o u r a g e s o f i n f o r m a t i o n ¥ Age of Proximity ¥ Age of Bureaucracy Ð 4000-6000 years Ð long-distance remote contact Ð physical messages Ð early cyberspace

fo f ou o ur u r r a ag a ge g es e s s o of o f f i in i nf n fo f or o rm r ma m at a ti t io i on o n n f f o u r a g e s o f i n f o r m a t i o n ¥ Age of Proximity ¥ Age of Bureaucracy ¥ Age of Money Ð 400-600 years Ð freemarket economies: Ð exchange of value Ð exchange of information

fo f ou o ur u r r a ag a ge g es e s s o of o f f i in i nf n fo f or o rm r ma m at a ti t io i on o n n f f o u r a g e s o f i n f o r m a t i o n ¥ Age of Proximity ¥ Age of Bureaucracy ¥ Age of Money ¥ Age of Information Ð 40-60 years Ð electronic messages Ð information objects Ð challenges power structures Ð remolds economics

th t he h e e 4 4t 4 th t h h a ag a ge g e e t t h e 4 t h a g e hu h um u ma m an a nÐ n Ðc Ð co c om o mp m pu p ut u te t er e r r i in i nt n te t er e rf r fa f ac a ce c e e h h u m a n Ð c o m p u t e r i n t e r f a c e ch c ha h an a ng n ge g es e s s a an a nd n d d t tr t re r en e nd n ds d s s c c h a n g e s a n d t r e n d s

in i nc n cr c re r ea e as a si s in i ng n g g m mu m ul u lt l ti t ip i pl p li l ic i ci c it i ty t y y i i n c r e a s i n g m u l t i p l i c i t y ¥ 1980s - personal computers Ð one man and his machine Ð and they were men!

in i nc n cr c re r ea e as a si s in i ng n g g m mu m ul u lt l ti t ip i pl p li l ic i ci c it i ty t y y i i n c r e a s i n g m u l t i p l i c i t y ¥ 1980s - personal computers ¥ late 1980Õs & 1990s - CSCW Ð lots of people Ð geographically remote Ð but ... Ð one person per machine

in i nc n cr c re r ea e as a si s in i ng n g g m mu m ul u lt l ti t ip i pl p li l ic i ci c it i ty t y y i i n c r e a s i n g m u l t i p l i c i t y ¥ 1980s - personal computers ¥ late 1980Õs & 1990s - CSCW ¥ family use ... ?

fa f am a mi m il i li l ie i es e s s a an a nd n d d f fr f ri r ie i en e nd n ds d s s f f a m i l i e s a n d f r i e n d s lo l ot o ts t s s o of o f f p pe p eo e op o pl p le l e, e , , t to t og o ge g et e th t he h er e r r a an a nd n d d r re r em e mo m ot o te t e e l l o t s o f p e o p l e , t o g e t h e r a n d r e m o t e

wo w or o rk r k k a an a nd n d d f fu f un u n n w w o r k a n d f u n ¥ traditional HCI methods Ð tasks, goals, work, work, work Ð and the odd game ¥ now Ð e-shopping Ð communities Ð experience

vi v ir i rt r tu t ua u al a l l c cr c ra r ac a ck c ke k er e rs r s s v v i r t u a l c r a c k e r s ¥ real crackers Ð cheap and cheerful! Ð bad joke, plastic toy, paper hat Ð pull and bang

vi v ir i rt r tu t ua u al a l l c cr c ra r ac a ck c ke k er e rs r s s v v i r t u a l c r a c k e r s ¥ virtual crackers Ð cheap and cheerful Ð bad joke, web toy, cut-out mask Ð click and bang

vi v ir i rt r tu t ua u al a l l c cr c ra r ac a ck c ke k er e rs r s s v v i r t u a l c r a c k e r s ¥ virtual crackers Ð cheap and cheerful Ð bad joke, web toy, cut-out mask Ð click and bang

close e ncounters 2 Mrs Goggins understanding the e -Market

understanding the e -Market ¥ market e cology ¥ interconnections and dynamics ¥ market e ngineering ¥ making the market ¥ market e volution ¥ what may happen

market e cology

traditional mark e t ¥ isolated market groups identify market group identify need identify channels ¥ product (possibly) redesign for need

Intern e t market ¥ interconnected web pages, email, news groups, ICQ ¥ space on a web page in China customers in Brazil ¥ the e Butterfly effect

market e ngineering

¥ understand the market groups and interconn e ctions model and parameters ¥ design products to e xploit the dynamics of the market chang e the dynamics of the market

the market is the medium

vfridge and crackers

market e volution

whoÕs been eShopping or eBuying

everyoneÕs talking about dis-intermediation

look out for re-intermediation

a dream

the electronic villag e shop ¥ short in-store stocks ¥ large available range ¥ just-in-time ordering ¥ delivery point ¥ personal service

Mrs Goggins becomes an information scientist

buying sho e s of different sizes business organisation ordering, distribution, information reforming for the Internet Ä transformation of the high street

diversity density kitchen cupboard high diversity density

diversity density supermarket shelf lower diversity density

traditional markets producer factory warehouse lorry supermarket consumer diversity information volume density

internet market producer factory warehouse lorry supermarket consumer information volume

cl c lo l os o se s e e c c l o s e en e nc n co c ou o un u nt n te t er e rs r s s e e n c o u n t e r s 3 3 3 3 a a B Bi B ir i rm r mi m in i ng n gh g ha h am a m m a a B i r m i n g h a m pr p ro r os o st s ti t it i tu t ut u te t e e p p r o s t i t u t e

¥ little things do matter ¥ but ... Ð one woman ... one night ... one trick ¥ what else is there to offer?

un u ns n sk s ki k il i ll l le l ed e d/ d /s / se s em e mi m i- i -s - sk s ki k il i ll l le l ed e d d w wo w or o rk r k? k ? ? u u n s k i l l e d / s e m i - s k i l l e d w o r k ? ¥ jobs for the boys Ð UK manufacturing - decline 70s and 80s ¥ jobs for the girls Ð UK texitiles - ditto Ð clerical? ➘ IT replaces ➘ Internet exports

bu b ut u t t . .. . .. . . . b b u t . . . re r ea e al a l l e ec e co c on o no n om o my m y y r re r ev e vo v ol o lu l ut u ti t io i on o n n r r e a l e c o n o m y r e v o l u t i o n ¥ mass market customisation Ð today - cars to order Ð tomorrow - next day fitted clothes Ä just-in-time manufacture Ð components imported Ð final assembly locally