Technology & Life 2006 John McCann Professor Emeritus Fuqua School of Business Duke University

Course Description  Technology and Life delves into the impacts of technology on the way we live, including our work, shopping, media use, leisure activities and our mobility.  Broad topics such as globalization and postmodernism will be addressed when they impact the way we live.  Discussions of older technologies such as the telephone and television will be used as benchmarks against which we can better understand current and upcoming technologies.  We will consider technologies such as computers, Internet, MP3, peer-to-peer networks, HDTV, WiFi, WiMax, etc.

Example Stirrup Stirrup “Few inventions have been so simple as the stirrup, but few have had so catalytic an influence on history. The requirements of the new mode of warfare which it made possible found expression in a new form of western European society dominated by an aristocracy of warriors endowed with land so that they might fight in a new and highly specialized way. … The Man on Horseback, as we have known him during the past millennium, was made possible by the stirrup...”“Few inventions have been so simple as the stirrup, but few have had so catalytic an influence on history. The requirements of the new mode of warfare which it made possible found expression in a new form of western European society dominated by an aristocracy of warriors endowed with land so that they might fight in a new and highly specialized way. … The Man on Horseback, as we have known him during the past millennium, was made possible by the stirrup...” Lynn White Jr, Medieval Technology and Social Change, Oxford Univ Press, New York, 1966

Example Telephone and women’s rights Telephone and women’s rights In the 1900s, “proper” girls did not talk to a man without a proper introduction.In the 1900s, “proper” girls did not talk to a man without a proper introduction. But what happens when that girl answers the phone?But what happens when that girl answers the phone?

Example Air conditioning Air conditioning The American South became livable and thus flourishedThe American South became livable and thus flourished Large migration from the North to the South since air conditioning became commonLarge migration from the North to the South since air conditioning became common

Rise of Home Life Cocooning Television Air conditioning

Me Education Education BS in Engineering, U of Kentucky, 1962BS in Engineering, U of Kentucky, 1962 MBA, U of KentuckyMBA, U of Kentucky PhD, Purdue UniversityPhD, Purdue University Real Jobs Real Jobs GE, Space VehiclesGE, Space Vehicles GE, Nuclear PowerGE, Nuclear Power IBM, Office ProductsIBM, Office Products Data Resources Inc, ConsultingData Resources Inc, Consulting Consulting Consulting Consulted with dozens of Fortune 500 companies on Technology & MarketingConsulted with dozens of Fortune 500 companies on Technology & Marketing

Professor Taught at Taught at PurduePurdue CornellCornell UC BerkeleyUC Berkeley Duke (24 years)Duke (24 years) Topics (20 different courses) Topics (20 different courses) Marketing, Statistics, StrategyMarketing, Statistics, Strategy TechnologyTechnology MIS MIS Expert Systems Expert Systems Marketing and the Internet Marketing and the Internet Technology, Competition and Globalization Technology, Competition and Globalization

Technology and … SputnikEngineering major SputnikEngineering major Apple IIMy job Apple IIMy job IBM PCMBA curriculum IBM PCMBA curriculum “Electronic Business School”“Electronic Business School” UPC ScannerCPG marketing UPC ScannerCPG marketing Marketing Workbench LaboratoryMarketing Workbench Laboratory InternetGlobal education InternetGlobal education Global Executive MBA ProgramGlobal Executive MBA Program

You Name Name Technology Background Technology Background Technology Interests Technology Interests

Do you own or use a … Car? Car? Electric or gas range? Electric or gas range? Telephone? Telephone? Television? Television?

Do you … Own a cell phone? Own a cell phone? Use the Internet? Use the Internet? To send ?To send ? To Google?To Google? To make reservations?To make reservations? Do online banking/pay bills?Do online banking/pay bills? Shop on eBay?Shop on eBay? Have a web page? Have a web page? Blog? Blog?

Topics Digital Dawn Digital Dawn Technologies: Microcosm & Telecosm Technologies: Microcosm & Telecosm Segmentation and Adoption & Diffusion Segmentation and Adoption & Diffusion Order Effects Model Order Effects Model Death of Distance Death of Distance Participation Age Participation Age Media Evolution Media Evolution ………… …………

Life If a new technology allows us to fulfill our needs, desires, wants, etc., it will likely be successful. If a new technology allows us to fulfill our needs, desires, wants, etc., it will likely be successful. Maslow’s Hierarchy of Needs

Electricity Impacts My Life House: Lighting, gas furnace, hot water heater, security system, air conditioning House: Lighting, gas furnace, hot water heater, security system, air conditioning Bedroom/bathroom: Clock, clock radio, TV, remote control, electric toothbrush, telephone Bedroom/bathroom: Clock, clock radio, TV, remote control, electric toothbrush, telephone Kitchen: stove, refrigerator, microwave, electric coffee maker with timer, coffee grinder, blender, toaster, can opener, dishwasher, telephone Kitchen: stove, refrigerator, microwave, electric coffee maker with timer, coffee grinder, blender, toaster, can opener, dishwasher, telephone Study: PC, Mac, wifi, TV tuner, iPod, cell phone, PDA, digital camera, external hard drive, Tivo-like device, wifi antenna, VCR, tape deck, turntable, pencil sharpener Study: PC, Mac, wifi, TV tuner, iPod, cell phone, PDA, digital camera, external hard drive, Tivo-like device, wifi antenna, VCR, tape deck, turntable, pencil sharpener Wife’s study: Telephone, answering machine, PC, paper shredder, printer, scanner, cell phone, sewing machine, wifi Wife’s study: Telephone, answering machine, PC, paper shredder, printer, scanner, cell phone, sewing machine, wifi Family room: TV, A/V receiver, DVD player, CD player, VCR Family room: TV, A/V receiver, DVD player, CD player, VCR Media room: PC, printer, A/V receiver, projector, DVD player, set-top box, CD burner Media room: PC, printer, A/V receiver, projector, DVD player, set-top box, CD burner Other: vacuum cleaners, washer, dryer, hair dryer, doorbell, garage door opener, electric drill, leaf blower, grass trimmer, shop vac, attic fan, Internet router, WIFI access point, night lights Other: vacuum cleaners, washer, dryer, hair dryer, doorbell, garage door opener, electric drill, leaf blower, grass trimmer, shop vac, attic fan, Internet router, WIFI access point, night lights Van: microwave, electric pop-top, refrigerator, radio, CD player, coffee pot, flushing porta-potti, electric heater, electric skillet Van: microwave, electric pop-top, refrigerator, radio, CD player, coffee pot, flushing porta-potti, electric heater, electric skillet Better Living Through Electricity

Tech Enables Need Satisfaction Each technology allows us to better meet our needs at each level of the hierarchy Each technology allows us to better meet our needs at each level of the hierarchy Physiological: stovePhysiological: stove Safety: home alarmSafety: home alarm Belonging: telephone, PCBelonging: telephone, PC Esteem: stove, refrig, vacuum cleanerEsteem: stove, refrig, vacuum cleaner Self actualization: computerSelf actualization: computer

Today’s Tech Focus Participation Age