This presentation expresses the shiftalliance viewpoint of how technology is a key enabler for meaningful value now, and will continue to be in the future. It was first shared at the ABAP advertisers conference in Belo Horizonte, Brazil in 09/10

1. The Impact of Technology on Society 3º Painel ABAP/MG 10 September 2010 helping business shift to the future Tim Parsey Shari Novick with planetsur sustainable innovation, brand and engagement partner

2. What is the impact of technology on society? shiftalliance

3. Society is shifting ... shiftalliance

4. introduction consumer experience business ecosystem conclusion

5. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance

6. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues In 2012 the USA will reach about $3.1Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance

7. technology addiction The USA will represent 20% of new media dollars in 2008 Brazil, Russia, India and China ( BRIC ) will account for more than 1.7 Bn mobile phone subscribers by 2012; 680 million of them will access mobile internet By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance

8. technology addiction By 2013 one in four consumers in Western Europe will own a 3.5G enabled phone The USA will represent 20% of new media dollars in 2008 By 2013, one in four consumers in Western Europe will own a 3.5G enabled phone ringtones, downloads, text voting and sweepstakes via premium SMS comprise nearly $1Bn worth of business annually in the US By 2012 France will have more than $1.4 Bn in IPTV revenues Iran added 12.43 million mobile phone subscribers in 2007 In 2012 the USA will reach about $3.1Bn in IPTV revenues Egypt added 12.06 million mobile phone subscribers in 2007 There are currently fie English language newspapers in Dubai, UAE Brazil will have 176 million mobile phone subscribers in 2012, up from 140 million in 2008 Brazil’s population is expected to grow from 191.9 million in 2008 to 199.1 million in 2012 Brazil will represent 6% of new media dollars in 2008 Pakistan added 28.50 million mobile phone subscribers in 2007 shiftalliance

9. the naturals nearly 1/3rd world population (1.8 bil) < 15 yrs old What is it About Twenty-Somethings?, The New York Times shiftalliance

10. empowered by technology digital nativesonly know media (music, tv, film) as digital screen shifting instantly available, anytime, anywhere, on any device, continuous, free/low cost,untethered mashable choice an ever-expanding range of entertainment and lifestyle choices *The Pew Internet & American Life Project on the Social Impact of the Internet; Futuretainmentby Mike Walsh shiftalliance

11. open to ideas global culture access Hollywood and Bollywood, UK music scene, Korean pop culture, Hong Kong celebs wider worldview web cuts across national borders and broadens perspectives English as a second language *Futuretainmentby Mike Walsh shiftalliance

12. engaged in new media ecosystem e.g., in China: net is primary form of entertainment 200 mil+ chat regularly on social nets 80+ mil blogs *The Pew Internet & American Life Project on social impact of the internet, focusing on topics including health, teens, and broadband; Futuretainmentment by Mike Walsh shiftalliance

13. … intensely 20 hours of video uploaded to YouTube 14,564 tweets made on Twitter approx 10.5 mil songs illegally downloaded 2,300 new Wiki entries created 175+ mil Facebook users log on every minute every hour every day shiftalliance

14. evolution of the web shiftalliance

15. other video % internet traffic DNS newsgroups email p2p ftp web 2010 2000 1990 The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance

16. other video % internet traffic DNS newsgroups email ftp p2p web 2010 2000 1990 The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance

17. web 1.0 traditional advertising web 1.0 took control from vertically integrated media music labels newspapers The Web is Dead. Long Live the Internet. Wired Magazine, Sept 2010 shiftalliance

18. web 2/3.0 audiences grew the stalled consumers not motivated by display ads ( only 16% click on them ) butover time web proved a poor ad medium “you have to be Google to make money” 35% of media time online: 12% ad dollars TV 35% media time: 40% ad dollars Wired magazine Sept 2010: The web is dead shiftalliance

19. web and brand building No sophisticated branded experiences traditional marketers/agencies a minority discouraged attention to build brands right web audiences grew, while quality of audience degraded content companies gave up experimentation as the recession hit Wired magazine Sept 2010: The web is dead shiftalliance

20. web trends: all about apps today’s is an app vs a web experience Facebook Twitter The New York Times podcast RSS reader Skype call IM chat Pandora Xbox Netflix It’s less about browsing, its more about getting! Wired magazine Sept 2010: The web is dead shiftalliance

22. ½ bil users; largest web site ever

24. iPhone is a cultWired magazine Sept 2010: The web is dead shiftalliance

25. proprietary apps journey to proprietary experiences: top 10 web sites 2001 31% 2006 40% 2010 75% Compete/web analytics Wired magazine Sept 2010: The web is dead shiftalliance

26. web trends ad supported free content to freemium and subscriptions from crude to sophisticated rich media brand building mediums high consumer experiences win ongoing p2p, e-comm, free company information Wired magazine Sept 2010: The web is dead shiftalliance

27. technology is enabling more meaningful business experiences shiftalliance

28. big business more effective marketing 2.0: push > pull > push web sites > engagement platforms advertising > predictive sales and marketing flatland > loopworld shiftalliance

29. big business more impactful new frontiers for innovation IP innovation information-driven innovation shiftalliance

30. big business more transparent ‘transparency’ and collaboration driving break down of corporate walls greater accountability co-creation open innovation shiftalliance

31. big business more effective next generation demands ‘meaningful work’ ‘people want to work where they share values & ethos’ Just Good Business, The Economist,1.17.08 shiftalliance

32. big business more effective WSJ declares‘The End of Management’ shiftalliance

33. small business more impactful explosion of entrepreneurs low barrier to entry huge engine for job creation (mature markets) rise of social enterprises shiftalliance

34. impact in new markets bottom of the pyramid microcredit (South Asia, Africa, Latin America) agriculture (e-Choupals in rural India) market-specific products venture capital business-community partnerships *Fortune at the Bottom of the Pyramid, C.K. Prahalad and Stuart L. Hart shiftalliance

35. impact in new markets bottom of the pyramid impact of mobile phones on African/developing economies shiftalliance

36. technology enables consumers be + more open more engaged more empowered shiftalliance

37. but also causes consumers to be never switched off constantly distracted invasion of privacy social isolation - shiftalliance

38. technology enables business to be + more transparent more effective more impactful shiftalliance

39. technology forces business to be hyper-competitive spur creative destruction disrupt markets -/+ shiftalliance

40. meanwhile … society is shifting shiftalliance

41. the rise of conscious capitalism power of spirituality dawn of conscious capitalism leading from the middle spirituality in business values-driven consumer wave of conscious solutions socially responsible investment boom Megatrends 2010: How Seven New Trends Will Transform How You Work, Live and Invest” by Patricia Aburdene shiftalliance

42. conscious consumers green de-materialism social responsibility seeking meaning shiftalliance

43. meaningful value the new value driver in business shiftalliance

44. so … what is the impact of technology on society ? shiftalliance

45. it enables the creation of meaningful value for all stakeholders shiftalliance

46. introduction consumer experience business ecosystem conclusion

47. Maslow’s hierarchy of needs shiftalliance

48. radically low prices; largest selection companies bid for your travel needs free video chat globally buy flight time by the minute from your phone basic low cost shiftalliance

49. put the world at your fingertips find pen pal to teach you their language basic anything made from ‘garage manufacturing’ eBooks outsell hardcover books easy access shiftalliance

50. never get lost + explore more freely eliminate phone trees basic be your own real estate agent efficiency shiftalliance

51. any TV anytime personal digital dashboard personal future interactivity entertainment / interactivity shiftalliance

52. your personal radio stations location based Berlin street art info personal Grandparent community online relevance shiftalliance

53. values based matchmaking smart grocery shopper personal dare to live healthily loyalty rewarded friend based city guide insight & discovery shiftalliance

54. purchase habit based grocery shopping private shopping club / social networking personal insight & discovery shiftalliance

55. customized learning based on learning style no risk stock trading personal games that teach cultures when you need that human touch learning & understanding shiftalliance

56. gestural 3D avatars design your own one of a kind personal Katie Costello discovered on YouTube personal expression shiftalliance

57. tricks and tips to get you through life determine whether you should do something personal inspiration for your life dreams when you need that human touch achievement / dreams shiftalliance

58. you know about this .. communities for the seriously ill community personal farmers forming communities online community for grandparents socialization / communities shiftalliance

59. find others with (niche) interests new forms of engagement community personal new social currencies socialization / communities HBR predicts every bank will have own P2P network within 5 years. Transactions between families and friends using social currencies, like recommendations shiftalliance

60. daily sharing can be normal share your wifi community personal sharing shiftalliance

61. user generated reviews wedding guests as wedding photographers community personal crowdsourcing helps governments crowdsourced knowledge contribution shiftalliance

62. getting FIFA to the world cup community personal collectivism shiftalliance

63. Nike’s virtual to physical messaging giving integrated into core biz model society turning goodwill into social causes social causes shiftalliance

64. Helping reduce # of cars on the road get paid to recycle society Dawn helps remove oil spill oil green shiftalliance

65. introduction consumer experience business ecosystem conclusion

66. technology enabled labor sources technology enabled labor sources my man in india on demand talent agencies Apple’s quick build of the app developer ecosystem basic easy access shiftalliance

67. distributed work gets easy basic easy access shiftalliance

68. micro loans for entrepreneurs social finance outsourced accounting outsourced legal basic support services shiftalliance

69. world barter system specialized distribution + community development companies bid for your shipping needs basic easy distribution shiftalliance

70. jobs, contacts and opportunities easy online access to Ivy league personal the worlds resume clearing house personal growth shiftalliance

71. Coke’s experiential social media in Israel celeb twitter audience bigger than CNN community iPad illustrates product experience over big campaigns Obama voted best marketer of the year 2 way dialogue shiftalliance

72. from heritage authenticity through storytelling vs. messaging community from web sites to engagement platforms through social advocacy with social media brand tribes shiftalliance

73. “unacceptable not to share what you know” it must be safe to tell the truth community the truth behind the brands transparency shiftalliance

74. where seekers and solvers meet crowdsourced creative community crowdsourced creativity new frontiers for crowdsourced creativity open innovation shiftalliance

75. crowdsourced social innovation community open innovation shiftalliance

76. Tide brings loads of hope new colleges for tech+social needs society legally instituted conscious business CSR shiftalliance

77. Fiat innovates eco-drive for your fleet green to the core society Herman Miller. walking and talking green green shiftalliance

78. introduction consumer experience business ecosystem conclusion

79. technology has made business / society more open more informed more enabled more impactful shiftalliance

80. technology has enabled a greater focus on meaningful value creation society community personal basic shiftalliance

81. technology has made meaningful value for all stakeholders a competitive requirement society community personal basic shiftalliance

82. so … what is the impact of technology on society ? shiftalliance

83. society technology is helping make society more meaningful community personal basic shiftalliance

84. how will you operate in this shift ? shiftalliance

85. the following slides give a brief introduction to shiftalliance helping business shift to the future

86. we research best practices for meaningful value across industries shiftalliance

87. we research best practices for meaningful value across industries shiftalliance

88. we research best practices for meaningful value across industries shiftalliance

89. our best practices for meaningful value focus on the whole business model offer ecosystem consumers partners shiftalliance

90. we have best practices for value creation which is meaningful to individuals offer ecosystem consumers partners shiftalliance

91. value which is meaningful to communities offer ecosystem consumers partners shiftalliance

92. and value which is meaningful to the earth offer ecosystem consumers partners shiftalliance

93. we have established a number of best practices for meaningful value so far 290+ best practices consumers partners shiftalliance

94. we use these best practices as we consult with our business clients, to transform them from limited meaningful value creation shiftalliance

95. to fully optimized meaningful businesses, which are highly effective, thriving, and competitive. shiftalliance

96. helping business shift to the future References Bank 2.0 by Brett King Contagious Magazine Fortune Magazine Futuretainment by Mike Walsh UmairHaque (many Tweets, blog posts) Strategy + Business The New York Times The Wall Street Journal Wired Contributors Ben Auld/Sterling Brands Robert Gibraltar/Urtak: ex- Avon Worldwide Jared Hendler Luis Rueda, Nike Nicolas Piris/JWT RitaSue Siegel & Jessica Carey/RSSR RishadTobaccowalla/Denuo Group

97. helping business shift to the future tim@shiftalliance.com shiftalliance, seattle shari@planetsur.com shiftalliance, new york