Food Beyond Napster: Q&A: Raw morsels for growth and inquiry. Stuart Henshall May 10, 2001

Imagine a user-centric world in which consumers invisibly control highly decentralized information assets. Intelligence everywhere brings new meaning to fashionable products. Community trust personalizes the organizational frontline. Market leaders infect community networks with smart products that encourage P2P exchanges.

Revolutionizing Food Personalization - Sense & Repond Evidence / Transparency / Trust - GMO’s Distribution / Online Grocery - Aggregators Collaboration and Community - Energy

Changing the paradigm?

find out if your doctor is giving you the right treatment. "Members wanted unbiased, up-to-date information about their health. "And Cochrane is the only site whose information is all evidence based." "The Cochrane Collaboration, begun in 1993, reviews hundreds of thousands of health research projects to establish which treatments work and which don't. "It covers everything from cancer and heart disease to colds, and whether eating butter is bad for you. ”aim was to become an advocate for our members". assist its members ask doctors the right questions, not interfere with doctors' roles. Medilink

P2P --- Peer to Peer is an idea A profound revolution is still underrway! The “P” in P2P is “People” A user-centric & community-centric concept It’s a customer revolution where “People” are leading innovation. Where you and your customers are learning faster than current organizations!

1. Internet Phase III How do you use your info assets? Make-n-SellSense-n-Respond Will your info assets scale? NoYes Where is your info asset focus DepthBreadth

2. “Who am I?” to “Who are We?” the killer IT application Multiple persona Chat, messaging and group services Choosing who we invite in. Community - centric experiences Virtual property - different rules and interpretations

3. A one-way to two-way world Centralised to Decentralised Ubiquitous P2P networking Revolutionizing Costs New Scaling Rules Groove: file sharing - collaboration Groove allows several people in different locations to work together online at the same time, sharing files and pictures, writing documents, surfing the Internet, drawing diagrams and even talking to one another.

4. Billions of Interconnected Nodes The Cluetrain Manifesto: people speak in human voices via about what they believe in -- they learn faster than organisations! (The Napster story) Communities of millions are now commonplace! Peer to Peer (P2P) networks are emerging without central controls dominating what they do Viruses infect the networks - Viral Marketing - Idea Genes

5. Digital Learning & Rights Near zero reproduction costs (unlike books) Learning in real-time Sharing stories - simulations Cornucopia of the Commons CDDC Intellectual Property Marketing

6. Marketplaces & Scaleable Applications Co-create with customers Customer Ratings - transparency and trust mechanisms to emerging communities Filtering mechanisms Bots Mass Customization Mass Personalization

7. Who’s data is it? Microsoft Hailstorm initiative consumer control their information closed or open source & emergence of exchange standards Cookies & ownership - Electronic receipts Privacy - Opt-in / Opt-out COMsumers

What kind of innovation culture are you? Test ideas to confirm assumptions An end product of thought Are driven by iterations and outcomes Are department driven Top mgmt approves prototype creation Challenge our assumptions and raise more questions Partners in our thinking process Driven by deadlines and cycles Is participatory Top mgmt is an ongoing participant Spec-driven prototypesPrototype-driven specs

New sources of “Innovation Capital” resides in your customers Consider: How can you lead in user and community experience design? How can you use P2P trends to increase your innovation capital? How would customers rate your current prototype portfolio?”

Plentiful information; New Product and Service Strategies Look to other scarcities that help to develop the value of their products and sustain their position.  Focus on design. Add tactile and personal touches  Generally the trend to transparency will make products and services delivery more functional, descriptive, factual, guaranteed, purpose driven.  Focus on integration, interconnectedness, and longevity or upgradablilty.  Re-evaluate your media position and communication mix.  Recognize your developers and personalize their contributions.

Possible challenges to organizations Internet courtesy means seamlessly providing your customers with electronic copies of all transactions into their info-accounts Standards and formats for seamless data exchanges will grow in importance. Real-time aggregation will enable the info records to be held by the individual consumers Invest in creating new data-markets, rather than exploiting existing data mines, turn over your corporate databases about your customers to them!

Groove: file sharing - collaboration Groove allows several people in different locations to work together online at the same time, sharing files and pictures, writing documents, surfing the Internet, drawing diagrams and even talking to one another.

Seti at home Project: distributed computing 3 PC’s 4 employees 2.7m PC Network 40% online 24hours/day

Open Cola: collaborative OpenCola is a peer-to-peer network search utility, based on the idea of collaborative computing. As you surf you drag things you find (and like) into a folder. OpenCola learns your interests and crawls the Web for related pages, music or games.