This document contains several summaries of topics related to evolution and transportation: 1. It summarizes Darwin's theory of evolution, including the concepts of acquired characteristics, use and disuse of organs, struggle for existence, and natural selection. 2. It summarizes a proposed carsharing software model, outlining its positioning around convenience, flexibility, environmental friendliness, and cost efficiency. 3. It provides a brief summary of what constitutes a megacity and megatrend, defining megacities as areas with over 10 million people and megatrends as large, slow-forming changes that influence society and government for decades.

1. 아키텍트의 논리와 직관
11 Oct. 2008
장승운
chang.seungwoon@gmail.com

2. 논리와 생존 본능

3. Evolution: Introduction

4. 라마르크의 용불용설
획득형질(Acquired character)은 다음 세대로 젂해짂다는
용불용설(Theory of use and disuse)
다윈의 자연선택
드 브리스의 돌연변이설
바그너의 지리적 생리적 격리설

5. The Origin of Species
획득형질유젂론 개체간에 경쟁
라마르크 T.R.맬서스의 《인구론》
갈라파고스
Evolution: Darwin's Finches

6. 101번째 원숭이 효과
어떤 영국의 동물학자가 큐슈지방에서 원숭이를 연구했
는데, 첨에 어떤 핚 마리가 고구마를 물에 씻어 먹더랍니
다. 그걸 보고 두 마리, 열 마리, 이런 식으로 점점 물에
씻어 먹는 숫자가 불어나더니, 100마리가 됐을 때,
저 멀리 홋카이도에 사는 원숭이가 고구마를 물에 씻어
먹기 시작했다고 합니다.
어떤 집단의 집단무의식 혹은 집단지능

11. Mega-Trends

12. Consumers drive the universe. Not brands. Not products. Not
businesses.
And today’s consumers are more sophisticated than ever at
tuning out messages that do not resonate immediately with their
own desires or needs.
Relevancy—the role that a particular brand plays in consumers’
lives—is what it’s all about. Unless your brand plays a role that
consumers value, you’re wasting your time.
Understanding the context surrounding a brand’s role is
paramount to knowing what drives consumers to want what they
want.

13. 01. High-Low Consumerism Consumers demand low prices on basic
goods but are willing to pay premiums
for products that matter more to them.
02. Individualism “The world revolves around me”
03. Choice Overload “Unlimited choice can produce genuine suffering”
04. Hiving “homebody” mega-trend is partially attributed to Gen X
being the first Gen to be raised largely by single parents.
05. Gender Complexity Men are becoming more “feminized,”
while more women are indulging in the
bachelor lifestyle.
06. Thirty Is the New 20
07. Geek Chic Nerds are cool.
08. Retirement Defied
Translating Mega-Trends into Brand Insights

17. •Organic IT, Forrester
•The Real-time Enterprise, Gartner
•Adaptive Enterprise, HP
•On Demand, IBM
•Agile Business, MS
Digital
Intelligent
Divergence
Object
Digital
Convergence Organic
Going
Mobile IT
Connected
IT

19. 2006 RFID WMS & SCM Hype Cycle, Gartner Research

20. What is a Megacity, What is a Megatrend – Level Set
• Megacity – is usually defined as a recognized metropolitan area with a total
population in excess of 10 million people. Some definitions also set a minimum
level for population density (at least 2,000 persons/square Km). For example, in
1900, London was the largest city in the world with 6.4 million people. Tokyo is
larger today (over 30 million people) than the ten largest cities in the world in
1900 (London, New York, Paris, Berlin, Chicago, Vienna, Tokyo, St. Petersburg,
Manchester, Philadelphia).
• Megatrend – is a large, social, economical, political, environmental or
technological change that is slow to form. Once in place, Megatrends influence a
wide range of activities, processes and perceptions, both in government and in
society, possibly for decades. They are underlying forces that drive trends e.g.,
aging population, population growth, technology changes,…

21. What are several Megatrends that will change everyone in this rooms life
What are several Megatrends that will change everyone in this rooms life
Demographic change Urbanization
• Until 2030, 90% of the • Mid-2007, 50% of the
world's population growth world population is living IT Technology
will occur in cities in cities
Technology • Digital
Computing; Data
• By 2015 80% of Storage; Telecom
current - Metcalfe’s and
technology is Moore’s Law (et
outdated al)
Growing demand for health-
Increasing mobility and elder care
• Traffic congestion on city • Urban air pollution causes
streets in Western Europe an estimated 130,000
will increase 188% by 2010 premature deaths each
– Transportation Systems year in developing
become Intelligent countries
Increasing scarcity of Growing demand for
natural resources safety and security
• Cities directly or indirectly Growing need for • Malfunctions of critical
account for 60% of environmental care infrastructures pose high
world's water use risks to urban economies:
• Cities cause 80% of the in 2003, a 3-day power
greenhouse gases, but outage in NY City caused
they cover only 0.4% of loss of $1B
the earth's surface

24. Iceberg

29. 핚국젂자거래짂흥원(원장 김춘석)은 5개 서비스 혁싞 싞사업 모델 개발사업
을 선정하고 시범사업을 추짂핚다고 15일 밝혔다.
이번에 선정된 서비스 혁싞 싞산업 모델 개발사업은
△매거짂 퍼블리싱 시스템(MPS) 서비스 모델 개발
△한국형 카세어링(Carsharing) 서비스 모델 개발
△온라인 소셜 네트워크에서의 사회적 중개 서비스 방법 개발
△디자인 공급소와 제조업체 연계를 통핚 제조 2.0 서비스 모델 개발
△젂통산업에서의 3차원 디지털 휴먼 네트워크를 이용핚 유비쿼터스
서비스 산업 모델 개발 등이다.

30.  개발모델 개요
• Carsharing 서비스의 Positioning
① 자동차를 자가용 같이 사적으로 언제나 대여하여 사용 할 수 있는 서비스
② 서비스에 대한 접근성 용이 ③ 서비스 사용을 위한 적절한 경제성
④ 서비스 이용의 편리성 보장 ⑤ 차량관리의 편이성 및 신뢰성

31. Before you go Get going On the move Returning the car
Finding the car
Joining Streetcar The Radio
Extending a booking
Unlocking & PIN
Making a booking Refuelling
Damage report
Returning the car
confirmation Cleaning
Questions & Problem