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

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

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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

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Cyber-economies and the Real World

Alan Dix

Lancaster University, vfridge and aQtive

http://www.hcibook.com/alan/papers/SAICSIT2001/

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c c c cl l l lo

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s s se e e e e e e en n n nc c c co

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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.

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c c c cl l l lo

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a 16th-century Venetian Monk Mrs Goggins

at the electronic village shop

a Birmingham prostitute

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u u un n n nt t t te e e er r r rs s s s 1 1 1 1

a a a a 1 1 1 16 6 6 6t t t th h h h C C C Ce e e en n n nt t t tu u u ur r r ry y y y V V V Ve e e en n n ne e e et t t ti i i ia a a an n n n M M M Mo

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n n ne e e e m m m ma a a an n n nÕÕ Õ Õs s s s j j j jo

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u u ur r r rn n n ne e e ey y y 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

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u u ur r r r a a a ag g g ge e e es s s s

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u u ur r r r a a a ag g g ge e e es s s s

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r r rm m m ma a a at t t ti i i io

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¥ Age of Proximity Ð 40,000-60,000 years

Ð control and information by physical contact

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¥ Age of Proximity ¥ Age of Bureaucracy Ð 4000-6000 years

Ð long-distance remote contact Ð physical messages Ð early cyberspace

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¥ Age of Proximity ¥ Age of Bureaucracy ¥ Age of Money Ð 400-600 years

Ð freemarket economies: Ð exchange of value Ð exchange of information

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¥ 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

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t t t th h h he e e e 4 4 4 4t t t th h h h a a a ag g g ge e e e

h h h hu u u um m m ma a a an n n nÐ Ð Ð Ðc c c co

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i i i in n n nc c c cr r r re e e ea a a as s s si i i in n n ng g g g m m m mu u u ul l l lt t t ti i i ip p p pl l l li i i ic c c ci i i it t t ty y y y

¥ 1980s - personal computers

Ð one man and his machine Ð and they were men!

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i i i in n n nc c c cr r r re e e ea a a as s s si i i in n n ng g g g m m m mu u u ul l l lt t t ti i i ip p p pl l l li i i ic c c ci i i it t t ty y y y

¥ 1980s - personal computers ¥ late 1980Õs & 1990s - CSCW

Ð lots of people Ð geographically remote Ð but ... Ð one person per machine

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i i i in n n nc c c cr r r re e e ea a a as s s si i i in n n ng g g g m m m mu u u ul l l lt t t ti i i ip p p pl l l li i i ic c c ci i i it t t ty y y y

¥ 1980s - personal computers ¥ late 1980Õs & 1990s - CSCW ¥ family use ... ?

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f f f fa a a am m m mi i i il l l li i i ie e e es s s s a a a an n n nd d d d f f f fr r r ri i i ie e e en n n nd d d ds s s s

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¥ traditional HCI methods

Ð tasks, goals, work, work, work Ð and the odd game

¥ now

Ð e-shopping Ð communities Ð experience

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v v v vi i i ir r r rt t t tu u u ua a a al l l l c c c cr r r ra a a ac c c ck k k ke e e er r r rs s s s

¥ real crackers

Ð cheap and cheerful! Ð bad joke, plastic toy, paper hat Ð pull and bang

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v v v vi i i ir r r rt t t tu u u ua a a al l l l c c c cr r r ra a a ac c c ck k k ke e e er r r rs s s s

¥ virtual crackers

Ð cheap and cheerful Ð bad joke, web toy, cut-out mask Ð click and bang

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v v v vi i i ir r r rt t t tu u u ua a a al l l l c c c cr r r ra a a ac c c ck k k ke e e er r r rs s s s

¥ virtual crackers

Ð cheap and cheerful Ð bad joke, web toy, cut-out mask Ð click and bang

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close encounters 2 Mrs Goggins

understanding the e-Market

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understanding the e-Market

¥ market ecology

¥ interconnections and dynamics

¥ market engineering

¥ making the market

¥ market evolution

¥ what may happen

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market ecology

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traditional market

¥ isolated market groups identify market group identify need identify channels ¥ product (possibly) redesign for need

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Internet market

¥ interconnected web pages, email, news groups, ICQ ¥ space on a web page in China customers in Brazil ¥ the eButterfly effect

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market engineering

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¥ understand the market groups and interconnections model and parameters ¥ design products to exploit the dynamics of the market change the dynamics of the market

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the market is the medium

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vfridge and crackers

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market evolution

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whoÕs been eShopping

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eBuying

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everyoneÕs talking about dis-intermediation

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look out for re-intermediation

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a dream

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the electronic village shop

¥ short in-store stocks ¥ large available range ¥ just-in-time ordering ¥ delivery point ¥ personal service

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Mrs Goggins becomes an information scientist

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buying shoes of different sizes

business organisation

  • rdering, distribution, information

reforming for the Internet Ä transformation of the high street

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diversity density

kitchen cupboard high diversity density

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diversity density

supermarket shelf lower diversity density

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traditional markets

producer

factory warehouse lorry supermarket

consumer

diversity density information volume

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internet market

producer

factory warehouse lorry supermarket

consumer

information volume

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a a a a B B B Bi i i ir r r rm m m mi i i in n n ng g g gh h h ha a a am m m m p p p pr r r ro

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s s st t t ti i i it t t tu u u ut t t te e e e

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¥ little things do matter ¥ but ...

Ð one woman ... one night ... one trick

¥ what else is there to offer?

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u u u un n n ns s s sk k k ki i i il l l ll l l le e e ed d d d/ / / /s s s se e e em m m mi i i i-

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r r rk k k 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

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b b b bu u u ut t t t . . . .. . . .. . . . r r r re e e ea a a al l l l e e e ec c c co

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m m my y y y r r r re e e ev v v vo

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l l lu u u ut t t ti i i io

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¥ mass market customisation

Ð today - cars to order Ð tomorrow - next day fitted clothes

Äjust-in-time manufacture

Ð components imported Ð final assembly locally

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d d d di i i iv v v ve e e er r r rs s s si i i it t t ty y y y d d d de e e en n n ns s s si i i it t t ty y y y

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n n n t t t th h h he e e e s s s su u u up p p pp p p pl l l ly y y y s s s si i i id d d de e e e

central organisation central distribution

information

consumer supplier

who wants what who has what

goods

£$

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r r r re e e ec c c ce e e en n n nt t t tr r r ra a a al l l li i i is s s sa a a at t t ti i i io

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central network consumer supplier

goods

who wants what who has what

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c c c cy y y yb b b be e e er r r r-

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F interconnected groups F market ecology F designing experience

t t t th h h he e e e r r r re e e ea a a al l l l w w w wo

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r r rl l l ld d d d

F money is information F diversity density F real shops, real jobs, real lives

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v v v vi i i is s s si i i io

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¥ what will be ¥ what may be ¥ what might be if we make it so.