Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (9)
Similaire à The Imperative of Hope: Technology as a force for good
Similaire à The Imperative of Hope: Technology as a force for good (20)
Dernier
Dernier (20)
The Imperative of Hope: Technology as a force for good
- 1. The imperative of hope: Technology as a force for good 22nd March 2017 @patsmc
- 4. Copyright: Nick Webb Licensed under Creative Commons https://creativecommons.org/licenses/by/2.0/legalcode
- 7. Copyright: Rosenfield Media, Creative Commons https://creativecommons.org/licenses/by/2.0/legalcode
- 8. +16 million Britons have > £100 in savings +1 million needed an emergency food bank referral in 2016 2.1 million were hit with large, late energy bills in the year 2015-2016 14.2 million waited a week for a GP appointment or did not get an appointment at all 1.5 million are “unbanked”
- 9. “47% of US jobs could be automated within the next two decades” University of Oxford
- 10. “15m UK jobs could be automated” Andy Haldane, Chief Economist, Bank of England
- 11. Source: Andy Haldane, Bank of England
- 12. Copyright: WEF Licensed under Creative Commons https://creativecommons.org/licenses/by-nc-sa/2.0/legalcode
- 13. Copyright: OnInnovation, Licensed under Creative Commons https://www.flickr.com/photos/oninnovation/ https://creativecommons.org/licenses/by-nd/2.0/legalcode
- 14. Make technology a force for hope
- 15. Hope in technology Hope in the future =
- 16. So how do we do it?
- 18. 1. Systems Engineering +1 million Britons needed an emergency food bank referral in 2016 At least 30% of those cases arise due to systems or payment failures: Benefit delays 29.54% Delayed wages 1.14% Source: Trussell Trust
- 19. Payment should not be a barrier in 2017 Mobile micro credit widely available in developing economies Fintech companies and social platforms offering payment by text or messenger app Bitcoin enabling micro transfers without charges
- 20. Up to 1/3 of mobile credit loans in Kenya are made between 3 and 5 am Most are paid back with 24 hours This peak in traffic is driven by fruit and vegetable sellers who use the loan to buy wholesale, trade all day, then repay the loan at night Dynamic mobile credit
- 21. 2. Repurpose “sharing” technologies
- 22. Location sensitive Fuelled by reputation Powered by real time data Increase supply Increase participation Enable a smarter and more dynamic allocation of resources
- 23. Source: Made by Many
- 27. Copyright: Sugata Mitra, NIIT Limited Licensed under Creative Commons https://creativecommons.org/licenses/by-nc/2.0/legalcode
- 30. 3. Embrace legacy skills (and reframe new world skills)
- 32. “What if the next big blue-collar job category is already here—and it’s programming? What if we regarded code not as a high-stakes, sexy affair, but the equivalent of skilled work at a Chrysler plant?” Source: Clive Thompson, Wired magazine, The Next Big Blue Collar Job is Coding
- 33. 4. Infuse services with Emotion We are all familiar with the imperative to build effortless, frictionless experiences This is of course particularly important in building services for those who might feel excluded by today’s technological landscape
- 35. Source: The Guardian Rational claims are limited in their appeal
- 36. And can even backfire In a 2011 study parents anxious about the link between vaccines and autism were shown information debunking the myth Despite this, parents already vary of vaccines were less likely, not more, to vaccinate their children after being exposed to the facts This is known as the “backfire effect” Source: Professors Brenda Nyhan and Jason Reifler, University of Dartmouth
- 40. Voice Gesture AR Machine learning Messenger bots Bitcoin Technology is becoming increasingly human
- 43. Copyright: Nick Webb Licensed under Creative Commons https://creativecommons.org/licenses/by/2.0/legalcode
Notes de l'éditeur
- Good afternoon I want to talk today about technology as a source of hope and a force for good The reason I think this is so important is that making technology work for everyone is critical to building a vision of the future that feels inclusive, moving us beyond some of the polarisation we see today.
- Without question, two of the biggest macro-economic forces of the last 20 years have been globalisation and digitisation
- And of course, the two are intertwined. We could not sustain a global economy without a digital economy. Yet globalisation-once seen as a trend that would grow inevitably and indefinitely is under threat We are seeing a tension play out between those who seek a more open and connected world and those who seek the comfort of something more closed and contained Because that bright, connected future doesn’t feel like it benefits them or their families We talk a lot about progressive values and a progressive agenda-its important to remember it’s only progressive if it feels like progress to you Smarter people than I will continue to debate how and whether globalisation can be made to benefit the many but something we can all think about as an industry is how we make technology benefit the many, not only the young, urban or digitally literate
- It’s easy to conclude that the internet is inherently democratic and empowering
- Data from Professor Jacob Groshek from Iowa State University back in 2009 showed that “increased Internet diffusion was a meaningful predictor of more democratic regimes” although more recent surveys have showed that, of course, it depends what users use the internet *for* And of course there are inspiring stories from the developing world in particular about the power of mobile in particular to fuel micro loans, to enable the unbanked
- Even provide text books to children in need-this is TXTBKS, an initiative which converted old mobile phones into basic e-readers, providing text books for children who might otherwise not be able to afford them, or who found the walk to school laden with books too onerous School in the Cloud is another example, educating children remotely using the power of the “Granny Cloud”-retired individuals who have time to spend educating children over video link ups
- MPesa in Kenya enables users without bank accounts to save and transfer money, reducing their reliance on a cash economy and giving users the ability to immediately send or withdraw money at times of need So there are many great examples around the world of where the simples and most accessible technologies have made a very real difference, yet we seem to have been slower in our own society to tackle the everyday challenges and frustrations that arise in our most underprivileged communities
- These challenges are all too real, yet there has been limited investment or imagination in technological solutions to the challenge Indeed, technology currently looks more foe than friend to those in low income populations
- The robots are coming
- And the impact of the robots is predicted to be felt most acutely in lower income professions
- So significant is the threat, that Bill Gates has proposed that these job grabbing robots must pay tax
- While Elon Musk has proposed a universal basic income
- So somehow, in this climate, we must make technology a force for hope, not simply a force for change We talk a lot about disruption. Most people dislike change, never mind disruption. But rather than scoff at the luddites, it is important we build a more inclusive technological future Not simply because it’s a nice thing to do Or because we fear a backlash against technology and a return to the days of the abacus-although certainly we have seen significant backlash against the tech giants in recent months But because believing in technology means believing in the future, not a return to the past
- Dynamic mobile credit is available elsewhere in the world-fruit and vegetable sellers in Kenya are able to borrow money, trade and repay their loans in real time, using only their phones. Surely we should be able to build the same flexibility around critical benefits or emergency payments.
- The rise of the marketplace has been one of the dominant tech trends of recent years There are all kinds of questions about the ethics and sustainability of the gig economy-Rachel Botsman, one of the biggest champions of the sharing economy gave an excellent and thought provoking interview recently where she challenged the rise of centralisation, or virtual monopolies in these sectors
- But at their heart, these marketplace businesses have some characteristics in common which should help us solve more pressing problems
- This is something my friends at Made by Many put together-it’s called Pitch Deck and essentially you shuffle the deck and match a start up with a sector to see what product or service ideas it triggers-it might throw up a Netflix for shoes or an AirBNB for cars. So how can we apply a similar approach to public sector or societal problems?
- What would happen if we developed an Uber for healthcare?
- It might look a bit like Heal-an app available in the US which summons a doctor much as we summon a cab today. Clearly that wouldn’t work within our NHS system but how about a system that pooled appointments across local surgeries and enable users to identify the soonest appointment close to them using an app that dynamically updated to reflect cancellations?
- What would happen if we took the Task Rabbit principle and applied it to education?
- The result might be something like School in the Cloud, a service that leverages the “Granny Cloud” to provide remote education
- How about if we crossed Tinder with something like the NCT?
- The Mush app-or Peanut, a US equivalent-does just that, matching new mums with other local mums with children of a similar age
- In a bid to service our on demand economy, there is a danger we progressively strip away worker’s rights in the interest of instant gratification. Instead perhaps we might ask ourselves how traditional infrastructure and traditional roles can be repurposed- meeting the needs of the on demand economy in a different way. Pass my Parcel, a venture from Smiths News, works with independent local stores to facilitate same day delivery on behalf of Amazon. Retailers receive a small fee for each parcel collected, and increased footfall in store while Amazon receive an increased footprint for same day delivery services. New technology leveraging traditional infrastructure.
- It’s also worth thinking about how new economy skills will be repositioned for the future-in a provocative piece Wired magazine question whether coding is in fact the next blue collar industry
- Simplicity is of course key The Money box app and Chime account are two nice examples; both try to automate saving and investment by rounding purchases up and investing the differential But simplicity alone is not enough To drive adoption we need not just simple and functional experiences but experiences than connect emotionally We have known for a long times that emotional campaigns are more likely to drive responses. Les Binet and Peter Field’s seminal 2007 report (“Marketing in the Age of Accountability”) demonstrated significantly higher business restlts from emotionally-driven campaigns over the longer term. And the failure of facts alone to convince has never been more apparent.
- So it’s clear we need to engage emotionally not just rationally In the past its been tempting to use telly to deliver the big emotional promise and assume other aspects of the brand can be relatively functional But as more time is spent online, and as we seek to convince people that technology is a force for hope, I believe we need to start to think about Emotional Experience Design. It is no longer enough to ask ourselves “Does it work?” we must ask ourselves “How does it feel?” Brand values and emotions must infuse every aspect of how a digital service behaves, taps and swipes
- There are three key aspects to Emotional Experience design for me Context Community Craft One of the early victims of automation-via adtech-has been context, the ability to know when and where our advertising is being displayed. The irony is that used correctly adtech should offer us a greater and more sophisticated ability to understand and respond to context than ever before, not simply knowing where our messages are placed but understanding how our users are feeling and which messages are most relevant in that moment. There is nothing more human or more emotionally powerful than feeling heard and understood. This is what a true understanding of context can achieve. Online a host of real time data signals-mood, weather, location-enable us to design for serendipity, to ensure we are delivering the right message at the right moment. This is the opportunity adtech should offer us, of precision targeting delivered at scale. Not targeting a niche but targeting a moment in time or space when we are particularly responsive to a particular message-hungry, happy, sad or bored. Community-the influence of the crowd has been one of the dominant themes in marketing theory for the last decade, sparked by the advent of social media. Much has been written on the extent to which our actions are shaped by social learning, or as Mark Earls and team put it, our tendency to “have what she’s having”. Social learning is of course at the heart of many of the all consuming online platforms we use today, from Amazon’s recommendation engine to Ebay’s seller ratings system. Facebook have built an entire revenue model on delivering social proof at scale. As consumers, we have developed an ability to read and process these social cues in an almost unconscious (or low level) way online as well as offline.
- Craft is in part about the micro interactions that make using an service delightful not simply functional Air BNB story-changed stars to hearts and deliver +30% uplift in engagement
- But it also about a new kind of craft that understands how to infuse the new technologies at our disposal with warmth and humanity Technology is becoming increasingly human and intuitive as interfaces change and adapt beyond screen and type based interactions The challenge is to make these more human interfaces serve the populations most in need
- This is a robot lawyer designed to help refugees seek asylum-a bot designed by the same Stanford student whose Do Not Pay bot overturned more than 160,000 parking fines
- Flattr is a virtual tip jar powered by Bitcoin-bringing simple offline behaviour into the online space
- In summary-my plea is that we make technology a force for good, for all This isn’t just a nice thing to do, it’s an imperative if we want to move towards a less polarised society When we feel included we feel hopeful When we feel hopeful we feel able to include others So it’s time we all remembered this really is for everyone