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Collaborating for value added services

Written by Sheila Moorcroft
Thursday, 22 February 2007
Wikipedia, Web 2.0, Linux, Open Source have become bywords for new ways of working and collaborating on the web. The Rise of the Pro-Am, as [Shaping Tomorrow] called it in April 2006, is continuing to make its presence felt in new markets and challenging existing business models. It is also creating new opportunities, blurring boundaries and making money. Fun is best - Google has recently pulled out of the 'Answers' market, beaten off by its arch rival Yahoo. The difference is that Yahoo's service is completely free, while Google's involved money. As a result, the motivations, perceptions and rewards were seen differently: Free equals for fun; Paid-for equals work. Similarly, freelancers support Adobe Acrobats answers service, providing valuable responses for no recompense other than points and a few freebies - and sometimes some work from grateful respondees. Cross border and cross boundary collaboration crossing geographic and virtual: real world boundaries. And yes, Second Life, courtesy of IBM is gearing up to make it happen. As the next generation of web savvy, web gamers moves into the work force, so virtual community based (as opposed to more conventional teleconferencing) working, team building, meetings and projects will become more commonplace. Why is this important? These new ways of working reinforce powerful brand or corporate values of open-ness and are almost always win:win. Altruism, getting involved and helping others, feeling useful - all create new returns, social capital and corporate values based on a personal philanthropy of time, not money. Letting in 'outsiders' creates new partnerships, resources and value for all. Providing a 'safe-space' and simpler access for the less tech savvy, expands that potential n-fold. New ways of working provide an important USP (Unique Selling Proposition) to attract talent in tight skills markets. Sheila Moorcroft is Research Director at Shaping Tomorrow
Last Updated ( Thursday, 22 February 2007 )